What is territorial marketing?

Place marketing is the set of tactics and strategies aimed at the promotion of a specific location.

In the context of place marketing, 'place' can refer to anything from a single building to a neighborhood, city, region, or an entire country.

The specific objectives of this type of marketing can vary widely:

• Increase tourism;
• Attract external resources and investors;
• Boost local activities;
• Development of areas;
• Promote culture.

How to implement place marketing

Place marketing is in some ways a more generalized sector compared to others within the field of marketing. Indeed, promoting a place is not exactly like promoting a brand or a product, or creating loyalty in a consumer.

Despite this, there are also certain elements to consider if one wants to develop an effective strategy:

• The first thing to do in such a strategy is to emphasize all the winning and positive aspects of the place you want to promote;
• It is equally important that the place in question offers services of good quality;
• Involve all the players in the tourism sector and accommodation facilities. This is quite an important point, since tourists are the best possible ambassadors for a location after their experience has concluded. Indeed, reviews and blogs are very powerful vectors for communicating about a particular location.

Who to target with territorial marketing

It is clear that territorial marketing is a powerful tool for the promotion of a given place.

But to proceed effectively, it is important to have a clear idea of who you want to attract to that place.

If the promotion, for example, aims to attract investors, it will be necessary to increase the visibility of potential development opportunities, commercial occasions, and so on.

All this so that potential investors decide to interface with these realities.

If, on the other hand, the goal is to make the place a tourist destination, then it will be necessary to promote attractions, services, and hospitality infrastructures.

In both cases, as in every type of marketing, it is good to study and understand which target is most sensitive to attract.

How to implement territorial marketing

In this type of campaign, increasing visibility is essential.

The best tools to achieve this are websites and social media channels. The ability to share content from and within these channels is the best way to spread this type of product.

In many territorial marketing campaigns, it is common to find actual blog-travelers or youtubers, with significant numbers of followers, who are offered hospitality or a stay in exchange for visibility for that location.

The world of the web offers various other solutions to reach the goals discussed so far.

What really matters is having a clear and precise idea of whom you want to attract, and consequently activating all the useful elements to draw in the consumer in question.