marketing groningen by dirk nijdam for marug international marketing experience 2010
DESCRIPTION
Presentation given by Dirk Nijdam about Marketing Groningen. This was part of the MARUG International Marketing Experience 2010.TRANSCRIPT
Marketing Groningen
Dirk Nijdam
The marketing of Groningen, who are involved?
Gemeente & Provincie • (local & regional government)
GPO - Groninger promotie overleg• Counsel of stakeholders
Groninger Congres Bureau Groningen City Club
VVV’s (tourist offices)
Marketing Groningen
The essence of citymarketing:
• No mental brandownership• Conflicting interests
Sufficient support Synergy of communication power Clear policy suggests mental
ownership
Marketing Groningen
• Start: 2003
• Focus: tourism
• Main objective:
More people, To visit Groningen more often, Stay longer and Spend more.
MG- Organization
• Groninger Uitburo• VVV Stad Groningen- Martinitower• Touristic marketing city and province• Economic marketing – city of talent• 17 fte - 37 empl.
• 5 fte marketing• Event-policy for city of Groningen• Region marketing
Financial sources
• Structural grant: Gemeente (City) • Long term projects: Provincie (County)• European funds• Private enterprises & “Ambassadors”• Profits VVV-store• Joint Ventures• Private funding
Start Research 2003: the tourist
1,9 million a year Top 5 or 6 in the Netherlands Relatively high social classes (A & B1)
High frequency of visits Average: 2.7 times a year
Average staying period is short “you’ve seen it all in one day”
Main motivators• 1) shopping
• 2) Groninger museum
Research: the city
Product 1 main attraction: Groninger Museum Rich cultural and various shopping supply Good infrastructure (hotels, restaurants, etc),
but targeted at middle segment
Image Few spontaneous associations Cultural character Visitors have significant more positive
attitude compared to non-visitors
Conclusions in 2003
• Too little distinctive power• Image < identity• Regional profile visitors• Ambiguous communication• Growth of City-breaks
• In short: invest in branding Groningen
Strategy:
• First: clear brand positioning Top-of-mind (awareness) Identity image
• Increase brand loyalty Easy & quality CRM, accessibility information
• Brand contact Brand identity (house style ‘Groningen’) Circle of contact: consistent & coherent
Positioning: target group
• Groningen is not aiming at the mass No ‘focus’ at 16 million Dutch people
Not for everyone, but for connoisseurs (fijnproevers)
You’ve got to learn to know it, to appreciate it
• Rich, vital seniors? Seems attractive, but:
There is a risk that they dominate the image
Everybody is targeting at this group
Target group ‘geïnteresseerd NL’• Ambitions:
Work important and private life important
Self-realization, independency
New experiences
• Life-style
Balance: enjoy but not exuberance
Modest hedonist
Calculating & comfortable
• Design in the living room, upstairs IKEA
‘postmodern individualist’
Positioning: core proposition
• Functional benefit: The reason to visit Groningen: rich
cultural supply
• Emotional benefit: Groningen is for people who
appreciate quality: no mass destination
In short:
• Groningen: cultural capital (of the north) Focus on cultural supply: museums, festivals, modern
architecture
• Groningen, for connoisseurs Focus on ‘geïnteresseerd NL’
Towards a stronger brand
Focus: “geïnteresseerd Nederland”• Spearhead: culture
Consistent: long term strategy
Recognizable: museum, events, architecture (and identifiers, house style)
Distinctive: culture, location and surrounding
Relevance: supply meets demands targetgroup
How ?
• 1 House style/ Identifiers• Image language• Logo• Toolkit/brand manual
• 2 National campaign• TV-Commercials (city & provincie)• magazines, flyers, event-calendars• Inserts• Public relations
3 Action programms for PMC’s
• Shopping• Citybreak• Congres• Germany• Belgium• Groups• And….
• Groningers
Regiomarketing
• Oost Groningen
Sector marketing
City of Talent
Bezoekintentie
0
20
40
60
80
100
2005 2006
geen herkenning commercial wel herkenning commercial
In 2005 hebben personen die de commercial niet herkennen een bezoekintentie van 10%. Van de personen die de commercial wel herkennen geeft 11% aan van plan te zijn de Provincie Groningen te bezoeken.
Voor 2006 ligt de bezoekintentie van de personen die de commercial herkennen op een hoger niveau, namelijk op 21%. Het effect dat we hier vinden wordt binnen de flights steeds sterker.
Overnachtingen stad Groningen (Totaal logiesverstrekkende bedrijven)
222.600248.600 251.600
283.100 294.900
0
50.000
100.000
150.000
200.000
250.000
300.000
350.000
2004 2005 2006 2007 2008
www.toerisme.groningen.nl
220.000
426.335
586.697
878.639
1.167.893
0 10.000 28.073 37.494 36.470
0
200.000
400.000
600.000
800.000
1.000.000
1.200.000
1.400.000
2004 2005 2006 2007 2008
websitebezoek abonnees nieuwsbrief
Participerende ondernemingen
62
148
232
295332 341
050
100150200250300350400
2004 2005 2006 2007 2008 2009
Participerende ondernemingen
Percentuele veranderingen van het aantal toeristische overnachtingen
t.o.v. het ijkjaar2004, voor de campagnejaren
2005 2006 2007
-0,9
3,86,7
-6,1-4,7 -4-3,5
17,7
13,3
-10
-5
0
5
10
15
20
"Nederland (80.903) Friesland (4.851) Groningen (1.191)
Commercial results
• Maastricht:
• 2004- 3,9 miljoen dagrecreanten
• 2005- 3,7
• 2006- 3,1
• Groningen:
• 2004- 4,7
• 2005- 5,0
• 2006- 5,5
Trends
• Internet 2.0
• User generated content
• Global market
• More short breaks
• Authenticity
• Strong competition