what cities can learn from marketers

What Cities Can LearnFrom Marketers

Michael BARBER / Matt CARMICHAEL

Populations evolve over time.

Their needs and wants change based on their demographics

and their surroundings.

1

Marketers have learned to adapt.

They are forced to change their products and services, and change

how they communicate about them.

2

Cities can, too. Cities are your product and you need to evolve them and your

communications in order to attract and retain residents.

3

Average to Exceptional

White MiddleClass Single Family Home

3 Beds Married With Kids Stay at Home Mom

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10

20

30

40

50

60

70

80

90

Demographic Profile in My Youth

1970

White MiddleClass Single Family Home

3 Beds Married With Kids Stay at Home Mom

0

10

20

30

40

50

60

70

80

90

1970 2012

Big Changes Over a Short Time

My big change…

White Median Age Kids Seniors Urban Married With Kids Alone0

10

20

30

40

50

60

70

80

90

1970 2012

Tennessee Mirrors (Most) National Trends

What Else Has Changed?

TechnologyPersonal computers, cell phones, tablets, internet

technologies

ContentSocial media, online videos, internet TV,

consumer reviews and ratings

Behaviorsmarry and have kids later, drive less, work

longer

Disruption = Opportunity

How Marketers Respond

What Causes Marketers to Change?

Big Change Happens Frequently

ProhibitionMost breweries went out

of business. But Budweiser survived

through creativity

World War IIDuring WWII, BMW

stopped making cars and made plane engines

and motorcycles

Social Mediaairbnb monitored social

activities before developing their online

service

How Cities Think and Act

What Cities Think About

Attract new talent and residents Bring in new businesses Increase tax base Respond to needs of an aging

population Do more with less help from State

and Federal programs

The Old Toolbox

Raise (or lower) taxes Get State or Federal funds Build a new…

Those Have Drawbacks

Expensive Harder to find funding Take a long time Risky long-term impact

Instead…

Be more agile Smaller investment Quicker return Lasting impact

Think Like a Marketer

1 2 3 4 5

MONITOR TRENDS

Understand the market,

how it evolves and what your role in it is

DEFINE AUDIENCE

Identify the market

segment(s) where you

will find success

ADAPT PRODUCTS

Change (or repackage)

your product to align with

your audience

REFINE MESSAGE

Craft a message

that compels

your audience to react to you

ANALYZE& EVOLVE

Review results,

repeat steps continually, even during

success

10,000 turning 65 each day

Trend Report Aging Boomer

More active Likely to retire in place due

to economy, lifestyle Some wish to be less car-

dependent Working longer, retiring later Some have prepared, but not

all Increased demand for

healthcare services

12,000 turning 30 each day

Trend Report Millennials

Urban Driving less Pressed economically Delayed life stages

including marriage, kids, etc.

‘Delayed’ is key word there. How will needs change in next 10 years?

Businesses Move for Talent

Talent Moves for Livability

GENDER

AGE

EMPLOYMENT

INCOME

HOUSEHOLD

ETHNICITY

So, What’s Important?

BOOMERS MILLENIALS

Night Life

Schools

Carless

Young People

Small Households

Doctors

Equity

Empty Nests

Retire in Place

Urban

Walkable

Affordable

Easy

Smaller Spaces

The New Toolbox

Main StreetsDowntown areas serving as a destination where people want to gather

WalkableChanging demand for

infrastructure and how it is used; less desire for

cars

DensityNot necessarily NYC, but lean urbanism. Worth re-

looking at your zoning

Every City Has Density Opportunties

Big Data for Marketers

Big data is a popular term used to

describe the exponential growth and

availability of data, both

structured and unstructured. And big

data may be as important to

business – and society – as the

Internet has become.

American ExpressName

Current AddressPrevious Addresses

Phone NumberEmail Address

Date of BirthSpouse or Partner

Spouse Date of Birth

EmployerPrevious Employer

Annual IncomeCredit Score

Social SecurityHousehold IncomeBank AccountsFavorite StoresTypes of PurchasesVacation DatesBrand LoyaltyTravel ItinerariesAvg. Purchase SizeMajor Life EventsAnniversariesPreferences

Promotions Based on Purchases

Use Data to Predict Events

…and Improve Messaging

Sometimes it is Just Re-Packaging

…or Just the Right Message

How Can Cities Do That?

What do You Know Already?Name

AddressPhone Number

Date of BirthGender

RacePeople in

HouseholdTime at Residence

Age and Size of Home

Value of HomeMake/Model of Car

Marital StatusSpouse or Partner

Children’s AgesChildren’s GendersSchool EnrollmentEducation AttainedEmployerIncomeHousehold IncomeDistance of CommuteMode of CommuteOrgan DonorHealth InsuranceInternet ConnectivityUtility Usage

But what else can you learn?

Tampa is Using Foursquare Data

Identifying where people are spending their time

Assists with zoning, traffic, police, social services

Chicago Leverages Parking Data

New Haven Has a Gift Card Program

Packages the city like a mall to help bring in customers from outside

Gathers consumption data about residents and visitors; engages local businesses

Brick is Launching a Loyalty Card

Local businesses fund and participate in loyalty card program

Residents get a discount

Percentage of local transactions buy down residents property tax bill

Now What Do You Know?

Purchase

Activity

Purchase

Frequency

Popular Stores

and Restauran

ts

Where People Spend Time

Popular Transit Routes

Brand Loyalt

y

What Can You Do With Data?

Market Existing Services

DevelopNew Services

CreatePartnerships

The New Toolbox

Data

PartneringThe more you know about residents, the better you can serve

their needs

IncentivizationReward the behaviors that will benefit your

community

Crowd

SourcingGet the citizens involved in the ideation, planning and even data collection

Content Marketing

Content marketing is any marketing

format that involves the creation or

sharing of media and publishing content in

order invoke the desired reaction –

awareness, lead generation, acquisition,

retention.

We’re not in the business of keeping the media companies alive. We’re in the business of connecting with consumers.Trevor Edwards

Vice President for Global Brand ManagementNike

“

76

%Most Americans Don’t Trust the Mainstream Media2013 Gallup Media Poll

2.5 million circulationThe most widely circulated financial publication in the country

Telling the Story of Your City

Be Where Your Audience Is

Nashville Documentary

Show Don’t Tell

Get Your Elvis On

What Have We Learned?

Populations have evolved.

1

Marketers are using new toolboxes.

2

The cities that think differently will thrive.

3