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President's Blog
Marketing "Products" for Diverse Audiences and Uses
Case studies are numerous of successful products that have been cross-marketed: Arm and Hammer (yes, a regional Philly icon) is also your refrigerator’s deodorant, 3M post it notes have become bookmarks to highlight important excerpts, Clorox made its way OUT of your clothes washer and into your kitchen cleaning supplies but what about something as big and diverse as a city?
Philadelphia – the home of cheesesteaks, boxing and America’s independence has also been touted as the top region for life sciences, medical technology, healthcare and academia (check out the reports on Select Greater Philadelphia’s web site here); we’re a top tourism destination; and we have some of the best restaurants in the country.
Philadelphia continues to open new doors and break ground on many fronts- Just look no further than the opening of the expanded Convention Center, the highly anticipated move of the Barnes collection to its new home, on the Parkway, expansion of the Museum of Art, and major plans to greatly enhance the campuses at the University of Pennsylvania and at Drexel, to name but a few.
As marketers, we can learn from these efforts: how the region’s top marketers compete for customers (i.e. new businesses establishing offices in Philadelphia, colleges and universities attracting students, center city drawing diners, residents and local visitors), how the region’s top marketers help define the city’s and region’s “product roadmap”, what partnerships are crucial to successfully marketing Philadelphia and how product success is measured.
I for one (having been a citizen of multiple states and cities) find Philadelphia’s community-centered culture to be one of the richest “features”. In my experience, no city has as strong a ‘neighborhood’ feel as the Greater Philadelphia region. But that’s just me . . . come to our December event, Marketing an American City in 2011, on December 14th and hear what moderator Craig Ey, Editor of the Philadelphia Business Journal and our esteemed panel consisting of Thomas Morr, President and CEO – Select Greater Philadelphia, Michelle Shannon, VP Marketing and Communications – Center City District, Scott Barnes, Sales and Marketing Consultant - Stephen STARR Events, and Deborah Diamond, Ph.D, President - Campus are doing to market Philadelphia as a business and cultural destination and how these strategies and tactics transcend our day to day responsibilities as marketers.
Follow us on Twitter, post a reply to our "Marketing Philly" discussion on LinkedIn or email me at President@amaphill.org and tell us what you feel Philadelphia is all about that makes our city a marketer's dream?
Thanks for your ongoing commitment and support to the marketing profession in the Greater Philadelphia region.
Sincerely,
Craig Barton