European Cooperation Fair 27 – 28 June 2005 in Brussels Regional Marketing “Promote local business - access new markets” Jyrki Tiainen Project Director Finnish Furniture Expertise Centre

.. and now Let´s go around the table!

Round table – regional marketing Roundtables are supposed to last between 30 – 45 minutes (depending on the dynamics in the group of max. 20 persons) and will be repeated until the next lunch- or coffee break. Roundtables are supposed to last between 30 – 45 minutes (depending on the dynamics in the group of max. 20 persons) and will be repeated until the next lunch- or coffee break.

Round table – regional marketing Next Power-Point is containing the basic messages we are going to discuss around the given theme. Next Power-Point is containing the basic messages we are going to discuss around the given theme.

Round table – regional marketing Those who wish to talk about a concrete case study to ignite the discussion in the roundtable should have filled in the case study template. Those who wish to talk about a concrete case study to ignite the discussion in the roundtable should have filled in the case study template.

Key observations in regional marketing (Kauhajoki ) Recognize your own area dignity for inner brand Recognize your own area dignity for inner brand get to know your own region/ companies and their real needs get to know your own region/ companies and their real needs Must be done before planning the marketing Must be done before planning the marketing Recognize the marketing objects for external brand Recognize the marketing objects for external brand First and the most important target group is the regional people themselves First and the most important target group is the regional people themselves Then comes marketing to the others Then comes marketing to the others Inner brand must be strong before external brand can be done, be aware it takes time, money and work Inner brand must be strong before external brand can be done, be aware it takes time, money and work Co-operation steps for better marketing Co-operation steps for better marketing Let's share good and bad experiences Let's share good and bad experiences Let´s study together what is regional marketing Let´s study together what is regional marketing If it is wise to do co-operation in marketing between regions - is a good question – isn´t it? If it is wise to do co-operation in marketing between regions - is a good question – isn´t it?

Brand Globalisation reduces differentiation Globalisation reduces differentiation Differentiation is the foundation of marketing Differentiation is the foundation of marketing Regional brand, tells the real difference Regional brand, tells the real difference Every region contains some unique things Every region contains some unique things Recognizing the unique things is a good start of differentiation strategy Recognizing the unique things is a good start of differentiation strategy Differentiation strategy means Differentiation strategy means  Making the inner brand first  and that is done by creating the identity from the unique and excellence things of own region

Competition tools Hard competitiveness Hard competitiveness Infrastructure, buildings, offices, supporting packages Infrastructure, buildings, offices, supporting packages Easy to copy, imitate and promote Easy to copy, imitate and promote “Weak tools in differentiation” Soft competitiveness Soft competitiveness Area spirit, entrepreneurship, tradition, culture, people, leadership, know-how in marketing networking Area spirit, entrepreneurship, tradition, culture, people, leadership, know-how in marketing networking Difficult to copy, often unique, can be made in long development process, not only with money Difficult to copy, often unique, can be made in long development process, not only with money “Strong tools in differentiation”

Image Building up the image creates the possibility for sustained temptation and attraction of the area Building up the image creates the possibility for sustained temptation and attraction of the area Building up the good image is not a magic trick; it is not an easy job, which a consultant can just do Building up the good image is not a magic trick; it is not an easy job, which a consultant can just do Building up the good image is a long lasting, wide effective process of regional planning and development Building up the good image is a long lasting, wide effective process of regional planning and development It needs: It needs: Systematic research Systematic research Resources Resources Co-operation Co-operation Commitment Commitment DIFFERENTIATION not IMITATION DIFFERENTIATION not IMITATION

Regional marketing together? added value through + Know how transfer + Develop together + Market together + More economic way - Needs professional partners - Needs more time - Preparation must be done carefully - Needs good information - Needs new way of thinking