Today You Have to Market Smarter

It's not enough to market for economic growth when thousands of other places are doing the same, warns John. You have to market smarter.

But although to many communities marketing is just using media--booklets, ads, the Web--John discusses other components that are more important.

In explaining that community marketing involves not only knowledge of marketing but also knowledge of communities, John presents three questions every place needs to ask. Illustrating points with real-world examples, he offers three ways to do marketing better. Marketing is not facts and figures, graphics, or creativity, he warns, but getting into the head of your prospect.

Places must create the right perceptions about themselves, he advises, and measure results to improve effectiveness and save money. With so many offering identical economic development advantages, John concludes, better marketing can decide the winners and losers.

Community Marketing: Four Ways to Do It Better, 25-minute address by John L. Gann, Jr., on DVD, 1997, $49.95

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Note: Because they were initially recorded by clients for their own use, speeches are not always up to professional video standards. You may encounter brief minor lapses in sound or visual quality Most will not find they impair the usefulness of the message, but please bear this in mind when you order. Testimonials herein apply to Mr. Gann’s speeches but not always to the one described where the testimonial appears.