Charles-Edouard Houllier-Guibert, lecturer in territorial marketing

  • Introduce yourself! What is your background? What is your role at the University of Rouen Normandy?

I am a teacher-researcher at Evreux IUT since 2010. I have been employed in the GEA department (Business and Administrative Management) for the position of “Strategy and territory”. I am a teacher-researcher on marketing, tourism development, local development, organizational strategy and also professional support for students. IUT has a course called PPP: course and professional project. I am recently doing HDR (direct research habilitation) from 2021 on area marketing issues. In addition, I belong to the NIMEC laboratory since 2010 and I am the director of the publication Overview Territory marketing Available since 2018, it is a French-language magazine on local development issues, territorial management and strategies developed by territories for various economic, tourism or cultural objects.

  • Territorial marketing teacher-researcher, what does it mean?

I am interested in the territory marketing of several institutions. There is territory marketing and location based marketing. They are two different families. I am interested in marketing of cities, marketing of regions, marketing of nations. I worked in several areas, I was interested in the Corsican field, the Breton field, the Auvergne field, and the France brand.

  • And how would you define this territory marketing for beginners?

Territorial marketing is a method of producing added value by using the territorial dimension of any object. It is a phrase that is widely used by many people and often used in a negative sense. As part of my research, I divided this territory marketing into two ways, and in both cases it creates added value that allows you to improve the situation, sell better, feel better… the goals are different. On the one hand, we have territorial marketing, which is mainly carried out by public actors. It is the local authorities or governments who want to make their area more attractive, bring different flows, be it tourist flow, student flow, or increase economic and financial flows. All these logics of attractiveness are implemented by expanding the spaces of cities, districts, districts or streets. There is also the street level that deals with area marketing. The goal is to improve the image and strengthen the reputation of certain types of populations that are more consumers, will spend more, and bring more profit. There are also fall-back logics, for example, we don’t want a certain audience. On the other hand, we have place-based marketing, which is more envisioned, thought out and managed by private actors, companies that want to use their place-based size to create products to be sold with stronger local roots or territory. measure. This is, for example, a brand HL Built in Le Havre, it’s a shirt, it’s a plate that will sell more than a white plate because it has Mont-Saint-Michel on it, it’s a trophy I love New York It sells for $14, while the white mug is cheaper. On the other hand, it is the private actors who are interested in using the territory to develop their marketing. Marketing is a state of mind. This is how individuals who are often considered consumers want to use their territory. And here marketing is to understand the expectations of consumers, residents, investors, understand their needs and respond to them.

  • It is because of this experience that you are participating in the organization of a symposium on regional development CEC label challenges that will be held on Tuesday and Wednesday. Can you tell us more about this?

Among territory marketing issues, one of the six levers within territory marketing is events. Other levers are networking, urban planning, area promotion, area anchoring, marketing and therefore events. It is a lever that serves to attract many areas, to create a sense of belonging, to create positive elements around the celebration of an event, to create imitation at the level of sports, to create artistic activities that characterize our society. artistic connection or heritage connection. This event party takes several forms, from neighborhood parties to festivals, including the Olympic Games or the Rugby or Soccer World Cup. Among all these events, which has existed since the 1980s, is supported by the European Union, has the European Capital of Culture (ECC) label and is a major event because it strongly mobilizes actors and therefore a potential territorial marketing arm. I used Rouen’s candidacy for 2028, with the participation of the University of Normandy, Rouen, to stimulate this symposium. Territory Marketing Overview. The idea is to bring together experts, researchers, to talk about the project and the challenges of this label. What are the advantages of labeling a city as a CEC? The idea behind it is that they can submit their comments in writing and we make a themed issue of the topic Territory Marketing Overview regarding this conference. It is organized by the NIMEC laboratory together with two colleagues from Mons, Belgium, which were named CEC in 2015. Our program will focus on what happened in Lille in 2004, Marseille in 2013, Mons. In 2015, Timisoara was labeled the city of the year. It’s a label that slips when approaching mid-sized cities. We’ve gone from the biggest capitals to any type of city in the 90s, which was the only one that could respond to this type of application. We have three different points in the colloquium. We have regular mornings with twenty minute presentations and discussions. We have a second stage, which is a round table organized at the Rouen Museum, where the idea is to get local actors to speak. The third stage is the field trip. That is, on Tuesday afternoon we all go for a walk in Rouen to discover the city and especially the famous personalities who created it around Pierre Corneille, Gustave Flaubert and Joan of Arc.

  • The CEC label is a serious problem for the city of Rouen and its university. How will being CEC in 2028 change the area?

The nomination is more broadly on the Sena axis. It is a city that has an application but is accompanied by a whole area. It has already existed in the past. Marseille’s candidacy was Marseille-Provence. There was a concentration of activities in Marseille, but there were also events planned for the entire region. There is the same idea: it goes from Le Havre to Vernon. Regardless of the labeling of the city, it is tested in terms of power relations, power relations with other actors in terms of leadership, the ability to revitalize the place. That’s the whole point of the label: to create a local dynamic, in this case a regional dynamic, around cultural issues. It allows to structure logical relations, networks, types of activities and mobilize people. The issues are all the same issues of power, that is to establish leadership, the ways to accompany it, to lead. As for the effects after the city is labeled, they are hard to fathom. We don’t know how to tell if a tourist is there because of the tag. Not enough research is done on this. What will it be for Rouen? It’s hard to know.

  • And what would be the significance of such a sanctity for URN?

The challenge for a big university in a big city that gets the CEC label is to mobilize and make proposals. There is preparation for 2028 if Rouen gets the tag. We have to mobilize the interested parties who are the students to organize everything and create dynamics. But the problem is that students are transient. It’s there for two or three years, maybe five years for the masters. But mobilizing students in 2023, 2024 or 2025, when there will be no more students in 2028, is complicated. There is a temporality that needs to be clearly defined: when will we mobilize our students? This year, a group of my students worked on the CEC label. We are trying to determine how to mobilize URN students. But in fact, all the queries we set up changed by themselves because the date was so far away. We should really start in 2026, 2027 and 2028.

Leave a Reply

Your email address will not be published. Required fields are marked *