Territorial Marketing

We support local actors in identifying the personality of their areas and designing territorial marketing strategies and brands.

Territorial Marketing is a very widespread strategy for promoting territorial attractiveness, especially for areas with low resources and characterised by micro and small business, rural and informal economies.

It promotes and implements interventions increasing the territorial value; at the same time, it seeks to attract into the area those people and activities that can promote the development of local resources.

Finally, territorial marketing seeks to communicate the attractive elements of the territory and, in this way, promotes its supply and improves the living conditions of its current and potential users.

Of course, marketing can only have a limited effect on the characteristics of the supply; but it can trigger actions that emphasize the value these features have with respect to the current or potential demand. Similarly, marketing cannot determine the characteristics (type of persons with a demand or their need) of demand for a given territory, but an effective marketing can stimulate a new way of demanding based on better knowledge of what the territory has to offer.

ILS LEDA has set up a specific methodology and tools for elaborating a participatory strategy for territorial marketing (a guide for territorial marketing strategies).

It includes:

  • A historical, geographic, and cultural framework
  • Defining the Territorial Personality, identifying those elements represent a unique, or competitive advantage (like the RESCO assessment)
  • Identifying the territorial image
  • Selecting the communication tools, such as:
  • Advertising
  • Propaganda
  • Public relations
  • Direct marketing
  • Big events

Countries: El Salvador, Serbia

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