Bentley College Marketing- Honors

This blog is for MK 402-H01 and the greater Bentley College population.

Monday, February 06, 2006

Civic Sloganeering by Katherine Stone

Kelley Irwin
MK 402

Blog Report 1:
Civic Sloganeering

Katherine Stone recently wrote a blog article about how cities are now trying to create new taglines in order to draw tourists to their attractions. http://decentmarketing.typepad.com/weblog/2006/02/civic_sloganeer.html There were quite a few examples of cities that have attempted to create their own slogans but have, for the most part, failed. Atlanta’s new tagline is “Every Day Is An Opening Day.” Some states have even enlisted the help of others in order to try and find the perfect slogan. When Indiana’s tourist office decided that “Enjoy Indiana” was not really good, they solicited the public for ideas. The problem of selling your assets while differentiating your product is an important aspect of creating the slogan. Utah found this a problem when they tried to create their slogan that would not be similar to Colorado’s.
Many products that spend a lot of money in marketing also have to try to differentiate their product’s features from the competition. Marketers must be able to take two products that are very similar, such as milk, and create a marketing campaign to show how the specific brand is different from the competing brands. Therefore, states have the opportunity to use marketers in order to help differentiate their product, the various attractions in their state, and increase tourism and revenue for their state. It is clear to see that if the states hired marketers, they would most likely be able to create a whole marketing campaign in order to create a unified vision of the state.
This blog article also relates to marketing because that is what the cities are attempting to do. They are trying to market themselves in order to draw in tourists and revenue. The civic sloganeering shows how non-business entities, such as town offices, can use marketing in order to help promote their individual cities. As Philip Kotler and Sidney J. Levy discussed in their article, Broadening the Concept of Marketing, many of the marketing theories apply to non-business entities as well as the business entities. Various cities are trying to apply one specific part of marketing to increase tourism and the money that is brought in through tourist attractions.
While civic sloganeering is a good example of broadening the concept of marketing, it does not appear that cities have been able to effectively use marketing to their advantage yet. First, states have to think of their attractions as products. The products are the physical products of amusement parks, skiing facilities, and other physical entities. Next, states must understand their consumers. There are different versions of how businesses define consumers. States must decide how broad or specific they want to be when defining who their consumer is. In general, all people in the United States would be possible consumers because there is the potential for them to travel to the state and enjoy the tourist attractions. However, the target market would be a smaller, more focused group of consumers.
The article informs marketing in regards to showing the different uses of marketing in the everyday world. Marketing is often taught in regards to how corporations can use it to further their products and meet the needs and wants of consumers. However, other types of organizations, such as non-profit or state tourist boards, can also use marketing in order to further their products. The article helps to broaden the definition of areas that can use marketing in order to achieve the goal.
In regards to improving my understanding of marketing, this article helped to see how marketing concepts can be broadened to incorporate other organizations. As a Bentley marketing major I almost always think of marketing theory in regards to how it would affect corporations. Civic Sloganeering, the article by Katherine Stone, helped for me to see how marketing theories could be applied to a lot of different areas of life.
This piece was very interesting. However, I would prefer if Katherine Stone gave examples of civic sloganeering was actually beneficial to the states that properly used them. She talks briefly about Colorado’s slogan and the fact that Utah did not want to be too similar to that, but there were no examples of how states could create slogans that work. Also, by stating areas in which marketing outside of the corporate world helped to achieve a certain goal would be beneficial to be able to see how to use marketing in those situations. People would be able to learn more and take both a list of “do’s” and “don’ts.”

1 Comments:

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Wednesday, February 22, 2006 2:02:00 PM  

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