Cluster Branding & Marketing

Transcription

1 Cluster Branding & Marketing ECCP Webinar, 13 September 2018 Marcus Andersson Leadership

2 The cluster brand makes it easier to....interna3onalise..a#ract talent..forge partnerships Cluster brand..get media a#en3on..a#ract new capital..export..get funding..a#ract new firms

3 How important is cluster branding? (according to global cluster organisations)

4 Top ten priorities for cluster organisations Source: Cluster Initiative Greenbook 2.0, 2013

5 OUTLINE Branding & marketing in the cluster context what is the difference between branding & marketing? What are the challenges of branding and marketing a cluster? Smart marketing how to cut through the noise and catch the attention of your target groups in an increasingly saturated communication environment? Why and for whom is the cluster brand important? Different branding & marketing needs in different stages of the cluster life cycle? Successful branding strategies Creating a branding and marketing strategy

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7 Part 1 Introduction

8 Leadership Management consultants focusing on the development, innovation and marketing of places. Place leadership The glue that keeps things together. Focus: Attractiveness, sustainability and digitalisation. Clients mainly in Europe. Network of partners in Europe and the US. Place innovation The tool for creating experiences and differentiation. Place marketing Getting the story out there.

9 Business AttrAction MAnAgeMent for cities And regions Handbook of strategies, tools and activities

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11 Innovating Talent Attraction A practitioner s guide for Cities, Regions and Countries

12 Part 2 What is it? Branding and marketing in the cluster context

13 Keywords in cluster branding & marketing Identity Inclusiveness Innovation

14 What is a brand? What is marketing?

15 Marketing vs branding Cluster Marketing = Selling the products, services, resources and attractions of the cluster more effectively Cluster Branding = Improving the overall image or reputation of the cluster

16 1. Who are we? What makes us unique? 2. What are we particularly good at? = distinct position

17 There is a reason why a cluster is a cluster. Cluster branding is very much about finding that particular reason.

18 The importance of identity.. Identity è brand

19 The importance of identity.. How do we increase sense of identity with the cluster?

20 The importance of identity.. The short answer: Inclusiveness & dialogue

21 What are the challanges to cluster branding and marketing, then?

22 Ownership Control

23 Ownership & control Cluster brand The cluster brand is formed in the interface between: Business ü Customers Suppliers Public Sector ü Investors Receivers Finance Cluster organisation ü Talent Employers ü Students University Media Source: Sölvell, 2009 University ü Physical envir. Visitors

24 Ownership & control Cluster brand as a relationship The cluster brand is formed in the interface between: Business ü Customers Suppliers Public Sector ü Investors Receivers Finance Cluster organisation ü Talent Employers ü Students University Media Source: Sölvell, 2009 University ü Physical envir. Visitors

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26 Solution? Dig where you stand Action + words Partnerships & inclusiveness/dialogue

27 PART 4 Smart and innovative marketing

28 From strategy to action successful marketing activities

29 Successful marketing activities Storytelling Digital marketing Co-created marketing Content marketing & inbound marketing Creative and humoristic campaigns & events Live your brand activities Social media marketing Co-marketing toolboxes Events and awards Ambassador networks

30 Storytelling Valuable tool for creating context, sense of and belonging Induce stakeholders to pull in the same direction Do: Systematic approach to encourage, refine, manage and publish stories. Make available storytelling toolkits

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32 Digital marketing the case of Copenhagen

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34 RESULTS FINTECH TALENT Times our ads were viewed Total media spend EUR Company contribution EUR Campaign period 8 weeks People visited our campaign website 904 Applicants for 33 jobs included in the campaign 284 Candidates delivered to companies 83 Candidates proceeded to interview process leads collected

35 Co-created marketing: Move to Stockholm campaign

36 Content marketing Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience and, ultimately, to drive profitable customer action.

37 Inbound marketing the close relative of content marketing Inbound marketing is focused on attracting customers through relevant and helpful content and adding value at every stage in your customer's buying journey. With inbound marketing, potential customers find you through channels like blogs, search engines, and social media. By creating content designed to address the problems and needs of your ideal customers, you attract qualified prospects and build trust and credibility for your business.

38 Inbound marketing You è Customer Customer è You

39 Inbound marketing

40 Creative and humoristic campaigns & events: Oulu, Finland

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42 Successful marketing activities Storytelling Digital marketing Co-created marketing Content marketing & inbound marketing Creative and humoristic campaigns & events Live your brand activities Social media marketing Co-marketing toolboxes Events and awards Ambassador networks

43 New Training programme Cluster Branding & Marketing Master Class March 2019 Brussels Stay tuned:

44 Cluster Brand Management Handbook Download it here:

45 Thank you for your attention! Marcus Andersson