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TACTICS Reflection Group TASK FORCE ON SUPPORTING CLUSTER MARKETING AND BRANDING WORKSHOP #1 28-29 October 2010, Venice Laguna Palace Viale Ancona 2, Venice Mestre CONCLUSIONS The topic of „branding and marketing” of clusters is quite new since not many examples in literature can be found. Nevertheless during the workshop several cases and practical examples were presented (both at policy making level as well as at a cluster level) and from the discussion some interesting issues emerged. These elements should be taken into account to stimulate a debate on how marketing and branding can be included in a structured and consistent cluster policy. 1. NEED TO INCREASE INTERNATIONAL VISIBILITY OF CLUSTERS In the current global scenario, clusters and local networks need to emerge and increase their visibility. This need is quite strong both for clusters working with consumers as well as for cluster working into B2B. Moreover local actors and territories are called to define their position within global value chains and rethink their functions within a global space. No territory, or cluster for that matter, can think of itself as selfcontained and sufficiently endowed with resources and competences to operate alone in international markets and world-scale value chains. 2. THE NEW GEOGRAPHY OF GLOBALIZATION One of the most evident characteristics of the current scenario is the variety and heterogeneity of cultural elements that must be taken into account when designing a strategy for the valorization and promotion of territorial resources. In other words, cluster/network marketing strategies require a strong focus on the cultural dimension of globalization and of its economic consequences. 3. NEW PROBLEMS AND EMERGING DEMANDS Globalization and the current restructuring of the global economy have given visibility and salience to novel questions and issues that need to be addressed in order to exploit opportunities by firms and institutions in clusters and local networks. For instance sustainability, both social and environmental, represents a pressing issue in the majority of the world’s developing and developed economies; the financial crisis and its consequences on the real economy have re-defined consumption patterns and attitudes on a global scale; consumers in emerging economies show increasing interest in the combining of local cultures and foreign ones, requiring firms not only to provide products but to insert them within cultural discourses and to create meanings; 4. MORE THAN COMMUNICATION, BRANDING IS A PROCESS Marketing and branding are really strategic issues. Often they are confused with communication but launching a brand and structuring marketing activities require setting up a process, putting together the ideas and the inputs of several stakeholders, and reaching a commitment on the positioning, the values and the image of the cluster. To succeed in attaining international visibility, regional authorities must be fully engaged and share the same vision and message of the cluster. The regional/national authorities are important players in this situation as the cluster brand should be consistent with the image of the region/country and it should be part of territorial marketing. The process that is needed is pretty useful to boost innovation. 5. NEW NARRATIVES AND STYLES One of the elements emerging in current practices and strategies of branding and promotion of territories and networks is the shift in the instruments and logics which are being used. The technical “dimension” has been increasingly balanced by the need to emphasize the experiential dimension of branding and promotion, in order to transfer and communicate the richness of local contexts, clusters and networks. Storytelling and the construction of narrations through events have become a crucial element to be designed carefully in branding and promotion strategies. 6. ENABLERS AND LABELS Clusters promoted as a result of (self-) selection: branding and marketing can be the result of self-selection, since companies do adhere to a project that resonates with them, and of a specific selection and certification by accompanying and supporting institutions (trade agencies, cluster organizations, national and regional authorities). From the discussion, one of the most supported ideas was to produce a handbook with the following features: HANDBOOK/ FEATURES Goal: „Brand the branding”: increase the awareness on the importance of branding and marketing Target: policy makers, managing authorities and cluster managers Channels: dissemination through cooperative platforms (club of cluster managers, Cluster Observatory, European Cluster Excellence, Cluster Collaboration Platform...) Contents (proposed during the workshop by Gullers Group): 1. Background: How Branding and Marketing Brings Value. Answering the why-question. Demonstrates functions of branding & marketing, and how this bring value to different stakeholders (companies, regions) 2. Examples of marketing and branding and their effects. A few cases showing what can be done and to what effect. Important to make a difference between young and old clusters. Also important to show both local clusters and world-class ones. Draw conclusions how different types of clusters in different situations succeed in different ways. 3. Developing branding and marketing strategy - methods. Includes step-by-step manual on how the process of developing a brand & marketing strategy can be carried out. Focuses on different ”points of decision”, where priorities must be made. Shows how one can cooperate with others other clusters, region etc - when developing strategy. Presents methods for evaluation of results 4. In-depth presentation of some common tools. Shows tools that often (but not always) are used. Best-case examples depicting for instance webpage, social media, newsletter, representation at fairs, arenas and meeting points for companies within clusters, newsletters, seminars, events… Reasoning about pros and cons of different tools 5. Kinds of support that can be found. Presentation of what support is or will be available from policy level NEXT STEPS WHAT Public debate on the topic Design of the handbook Preparation handbook Finalisation handbook of the of the HOW Virtual community on ECCP Definition of the contents and the layout Success Stories collection Drafting of the contents WHEN Nov 2010-Feb 2011 Jan 2011 Jan 2011-Apr 2011 Apr 2011-June 2011 (presentation foreseen during the ECA workshop at WIRE conference) WHO VenInn (animation)+all (contribution) VenInn + Vinnova?+TMG?+OSEO? VenInn+TF members+all VenInn + all Further Comments: -Since the beginning the ECA members will be involved in the debate in order to share with them inputs, cases and practices -the activity of TF#4 will be linked as much as possible with the TF#1 ones.