Nation Branding And Place Marketing V Promotion Sales Public Relations Marketing And Advertising



Nation Branding and Place Marketing - V .​
Promotion,​ Sales,​ Public Relations,​ Marketing,​ and Advertising
V .​
Promotion,​ Sales,​ Public Relations,​ Marketing,​ and Advertising
Advantages have to​ be communicated to​ potential customers if​ they are not to​ remain unrealized potentials .​
Moreover,​ communication alone - the​ exchange of​ information - is​ not enough .​
Clients have to​ be influenced and motivated to​ visit a​ country,​ invest in​ it,​ or​ trade with it.
This is​ where promotion comes in​ .​
Not to​ be confused with marketing,​ it​ is​ concerned with setting up a​ trained sales force,​ and with advertising,​ sales,​ and public relations.
We deal with sales forces at​ length in​ our next installment .​
Suffice to​ say,​ at​ this stage,​ that poor countries will be hard pressed to​ cater to​ the​ pecuniary needs of​ high-level and,​ therefore,​ expensive,​ salespersons .​
Setting up a​ body of​ volunteers under the​ supervision,​ guidance,​ and training of​ seasoned sales personnel maybe a​ more suitable solution.
Advertising is​ a​ different ballgame .​
There is​ no substitute for a​ continued presence in​ the​ media .​
The right mix of​ paid ads and sponsored promotions of​ products,​ services,​ and ideas can work miracles for a​ country's image as​ a​ preferred destination .​
Clever,​ targeted,​ advertising also ties in​ with sales promotion .​
Together they provide the​ customer with both motivation and incentive to​ buy what the​ country has on​ offer .​
Brand switching is​ common in​ the​ global arena .​
Investors and tourists,​ let alone exporters and importers,​ are fickle and highly mobile .​
This inherent disloyalty is​ a​ boon to​ new and emerging markets.
An interesting and related question is​ whether countries constitute similar or​ dissimilar brands .​
In other words,​ are countries interchangeable (fungible) as​ investment,​ tourism,​ and trade destinations? is​ cost the​ only determining factor? If countries are,​ indeed,​ mere variants on​ given themes,​ acquiring and sustaining permanent market shares (inducing a​ market shift) may prove to​ be a​ problem .​
The answer is​ that the​ issue is​ largely irrelevant .​
Specialization and brand differentiation may be crucial inside countries - in​ domestic markets - but,​ they are not very important in​ the​ global arena.
Why is​ that?
Because the​ global marketplace is​ far less fractionated than national markets .​
Niche investors,​ off-the-beaten-track tourists,​ and boutique traders are rarities .​
Multinationals,​ organized package tours,​ and commodity traders rule the​ Earth and they have pretty similar tastes and uniform demands .​
Catering to​ these tastes and demands makes or​ breaks the​ external sector of​ a​ country's economy .​
Enter public relations.
While advertising and sales promotion try to​ access and influence the​ masses - public relations focuses on​ opinion-leaders,​ decision-makers,​ first-movers,​ and tipping points .​
Public relations is​ also concerned with the​ country's partners,​ suppliers,​ and investors .​
It directly appeals to​ major tour operators,​ foreign legislators,​ multinationals,​ and important non-government organizations (NGOs),​ as​ well as​ regional and international forums.
As the​ name implies,​ public relations is​ about follow-up (monitoring) and relationships .​
This is​ especially true in​ the​ country's dealings with the​ news media and with specialized publications .​
Press conferences,​ presentations,​ contests,​ road shows,​ one-on-one meetings or​ briefings,​ seminars,​ lobbying,​ and community events - are all tools of​ the​ twin trades of​ marketing public relations and image management.
A recent offshoot of​ the​ discipline of​ public relations - which may be of​ particular relevance and importance where countries are concerned - is​ crisis management .​
Public awareness of​ crises - from civil wars to​ environmental disasters - can be manipulated within limits of​ propriety and veracity .​
Governments would do well to​ appoint public policy and image advisors to​ tackle the​ periodic flare-ups that are an​ inevitable part of​ the​ political and the​ economic dimensions of​ an​ increasingly complex world.
Yet,​ even governments are bottom-line orientated nowadays .​
How should a​ country translate its intangible assets into dollars and cents (or euros)?





You Might Also Like:




Powered by Blogger.