Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

Innovative Ways to Market Your Community

23.09.2010
Although marketing is an essential long-range strategy for helping a community to be viable and grow, many small communities lack the expertise and resources to mount a successful marketing campaign, according to a recent Rural Research Report from the Illinois Institute for Rural Affairs (IIRA) at Western Illinois University.

The report, "Innovative Ways to Market Your Community," by Ross Ament, president of Ament Associates Inc., presents several basic implementation strategies and brief examples of communities and regions that have succeeded in attracting new businesses by using a marketing approach.

With the proliferation and popularity of Internet-based marketing technology, community leaders are tempted to create websites and/or social media vehicles before engaging in planning for the selection of the appropriate marketing strategy. Selecting marketing and promotional techniques can be likened to moving through an abundant food buffet -- the choices are endless, so the participant tends to take a little of everything and not really engage deeply in anything. In creating a marketing plan, community leaders first need to identify what makes their area unique or what will attract visitors, new residents, or businesses. One frame of reference through which to view this process involves tourism and examining how even overnight visitors might play a role.

For example, if visitors have a great experience, the positive message they convey to friends, family and business contacts at home could persuade others to visit, too. This is an example of buzz marketing or word-of-mouth marketing. Buzz marketing is often overlooked as a strategy to be pursued with a defined plan of action. Word-of-mouth marketing succeeds because: (1) it is believable; (2) it is self-reinforcing; and (3) it is self-spreading. The foundation or essence of today's popular social media involves people talking or "buzzing" about something they have experienced, such as a destination.

A great visitor experience does not just happen overnight, however. Instead, it involves careful planning, identifying the community's brand, and partnering with local organizations, regional and state groups. Buzz marketing can be cost-effective compared with other promotional choices. However, using tourism as an example, it is important to narrow down which tourism segments best apply to your community. For example, agriculture tourism is one popular market segment.

Successful marketing of communities and regions can be accomplished using traditional methods, or communities can look for creative means to set them apart from competitors. These creative means do not always have to include expensive investments. The important first step is to create or update a marketing plan, including community assessment of the current and desired situation.

You can obtain a copy of the report by contacting IIRA at the phone number below or by downloading the PDF file at www.iira.org/pubs/publications/IIRA_RRR_713.pdf.

Western Illinois University is an Affirmative Action, Equal Opportunity institution. For more information about the Illinois Institute for Rural Affairs, see www.IIRA.org. If you care to comment about this column, contact Timothy Collins at (800) 526-9943 or T-Collins@wiu.edu.

Timothy Collins | Newswise Science News
Further information:
http://www.wiu.edu

More articles from Business and Finance:

nachricht Mathematical confirmation: Rewiring financial networks reduces systemic risk
22.06.2017 | International Institute for Applied Systems Analysis (IIASA)

nachricht Frugal Innovations: when less is more
19.04.2017 | Fraunhofer-Institut für Arbeitswirtschaft und Organisation IAO

All articles from Business and Finance >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: A “cosmic snake” reveals the structure of remote galaxies

The formation of stars in distant galaxies is still largely unexplored. For the first time, astron-omers at the University of Geneva have now been able to closely observe a star system six billion light-years away. In doing so, they are confirming earlier simulations made by the University of Zurich. One special effect is made possible by the multiple reflections of images that run through the cosmos like a snake.

Today, astronomers have a pretty accurate idea of how stars were formed in the recent cosmic past. But do these laws also apply to older galaxies? For around a...

Im Focus: Visual intelligence is not the same as IQ

Just because someone is smart and well-motivated doesn't mean he or she can learn the visual skills needed to excel at tasks like matching fingerprints, interpreting medical X-rays, keeping track of aircraft on radar displays or forensic face matching.

That is the implication of a new study which shows for the first time that there is a broad range of differences in people's visual ability and that these...

Im Focus: Novel Nano-CT device creates high-resolution 3D-X-rays of tiny velvet worm legs

Computer Tomography (CT) is a standard procedure in hospitals, but so far, the technology has not been suitable for imaging extremely small objects. In PNAS, a team from the Technical University of Munich (TUM) describes a Nano-CT device that creates three-dimensional x-ray images at resolutions up to 100 nanometers. The first test application: Together with colleagues from the University of Kassel and Helmholtz-Zentrum Geesthacht the researchers analyzed the locomotory system of a velvet worm.

During a CT analysis, the object under investigation is x-rayed and a detector measures the respective amount of radiation absorbed from various angles....

Im Focus: Researchers Develop Data Bus for Quantum Computer

The quantum world is fragile; error correction codes are needed to protect the information stored in a quantum object from the deteriorating effects of noise. Quantum physicists in Innsbruck have developed a protocol to pass quantum information between differently encoded building blocks of a future quantum computer, such as processors and memories. Scientists may use this protocol in the future to build a data bus for quantum computers. The researchers have published their work in the journal Nature Communications.

Future quantum computers will be able to solve problems where conventional computers fail today. We are still far away from any large-scale implementation,...

Im Focus: Wrinkles give heat a jolt in pillared graphene

Rice University researchers test 3-D carbon nanostructures' thermal transport abilities

Pillared graphene would transfer heat better if the theoretical material had a few asymmetric junctions that caused wrinkles, according to Rice University...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

Event News

#Berlin5GWeek: The right network for Industry 4.0

30.10.2017 | Event News

3rd Symposium on Driving Simulation

23.10.2017 | Event News

ASEAN Member States discuss the future role of renewable energy

17.10.2017 | Event News

 
Latest News

Essential quantum computer component downsized by two orders of magnitude

14.11.2017 | Physics and Astronomy

Fuel cell X-ray study details effects of temperature and moisture on performance

14.11.2017 | Materials Sciences

Digital length gauges by WayCon - extremely accurate and versatile

14.11.2017 | Power and Electrical Engineering

VideoLinks
B2B-VideoLinks
More VideoLinks >>>