04-15-2014 EDC Meeting - Laserfiche WebLink

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Marketing of a Small Town PRODUCT - PRICE - PROMOTION --� The DIFFERENTIAL ADVANTAGE is the Uniqueness and Competitive Edge of a town PRODUCT: the town and it's various features Scenery, natural resources, friendly atmosphere, transportation, history, architecture, schools, shopping areas, activities, industry, recreation, housing, and much more Outdoor Focus Outdoor enthusiasts look for different features in visiting small towns, but a multidimensional marketing approach focusing on a variety of outdoor and natural elements casts a wide net to attract travelers and potential new residents. Inclusive marketing campaigns showing the outdoor attractions, dining options, and overnight lodging alternatives help bring visitors to town. Marketing materials showing year-round outdoor activities attract new residents. Feature the Arts Small towns with a rich art heritage or those forging a new direction in the arts attract visitors. Marketing strategies for the arts include an advertising focus on a variety of art types, including architecture, public art and fine arts, theater. Business-Friendly Towns Marketing a small town as a business-friendly location for new or relocating companies means supplying the things businesses seek for success. Attract interest by incorporating marketing information about low tax rates and infrastructure. Businesses also want to know how the local work force will meet its hiring needs. If the town lacks a labor base, create a marketing package showing available homes and the low cost of living in the area as an attractive alternative to big- city living. Small companies look for local governments that will work with them to promote the business as part of the community. Family-Friendly Qualities One key marketing strategy for small towns includes an emphasis on the family. Family-friendly towns have quality schools demonstrating high achievement and classrooms with modern technology and effective teachers. Families look for towns with parks that have playgrounds, walking areas and bicycle trails. Family-friendly living also means low pollution and crime levels and places and events in the town to keep the family entertained throughout the year. Marketing your town using these elements attracts families interested in visiting and those making a more permanent move. PRICE: Costs the town imposes on its residents, tourists, businesses. Cost of living, taxes, value of real estate, etc. (competitive advantage) PROMOTION: Effectively promote the differential advantage of the towns' product&price. Communication. Community leaders must promote the message of their town's uniqueness to prospective customers (new families, visitors,business, industry). Community Leaders engaged in marketing their town should develop and nurture a Differential Advantage for their product... i.e. their town. The Differential Advantage must be promoted to a target audience. (Prospective residents, service and retail businesses, industry, tourism)