Imagination marketing sparks community vibrancy
Small communities can harness the power of imagination marketing to create more vibrancy and attract both residents and visitors. This approach involves crafting compelling narratives and experiences that capture the unique essence of a community, sparking interest and engagement.
Through storytelling and unique heritage marketing, small communities often have rich histories and unique cultural identities. By leveraging these stories, they can create emotional connections with residents and visitors alike. Cooperstown, New York embraced its baseball heritage, marketing itself as the “Birthplace of Baseball.” While historically disputed, it has turned the town into a meca for baseball fans. The National Baseball Hall of Fame and Museum attracts over 260,000 visitors annually, significantly boosting the local economy. A study by the Univ. of Florida found that heritage tourism can increase a community’s economic impact by up to 20% compared to standard tourism.
Creating and developing unique, immersive experiences can set a community apart and create lasting memories for visitors. Winthrop, Washington transformed itself into an Old West-themed town, complete with wooden sidewalks and frontier-style architecture. This immersive experience attracts over 1 million visitors annually, despite its remote location.
Research from the Experience Institute shows that 78% of millennials prefer to spend money on experiences rather than things, highlighting the potential of this approach.
Encouraging residents and visitors to share their experiences on social media can create organic, authentic marketing content. Ely, Minnesota created the “End of the Road Radio Show” campaign and invited people to share their stories about visiting the remote town. This user-generated content was then shared across social media platforms, reaching a wider audience and showcasing the town’s charm through personal narratives. Stackla, indicates that 79% of people say user-generated content highly impacts their purchasing decisions, making this a powerful tool for small communities.
Creating signature events can draw visitors and media attention, putting a small community on the map. Punxsutawney, Pennsylvania created “Punxsutawney’s Groundhog Day” in a celebration that has become a nationally recognized event, attracting up to 30,000 visitors annually. This quirky tradition has put the small town in the spotlight and significantly boosted its tourism industry. Many studies have found that festivals can generate an average of $6,000 to $20,000 per day in local spending, depending on the size and nature of the event.
Creating a distinct brand identity can help a community stand out and attract attention. Muscle Shoals, Alabama branded itself as “The Hit Recording Capital of the World,” leveraging its rich musical history. This branding has attracted music enthusiasts and helped revitalize the local economy. According to a study by the University of Illinois, strong place branding can increase tourism revenue by up to 25% and property values by up to 15%.
Engaging local artists can help create unique, eye-catching installations that attract visitors and enhance community spirit.
Bisbee, Arizona embraced its artistic community, encouraging murals, sculptures, and interactive art installations throughout the town. This approach has transformed Bisbee into a vibrant arts destination, attracting creative individuals and tourists alike. Americans for the Arts study found that the nonprofit arts and culture industry generates $166.3 billion in economic activity annually, showcasing the potential impact of embracing creativity in small communities.
Incorporating modern technology can create engaging experiences that appeal to younger generations and tech-savvy visitors. Pendleton, Oregon developed an AR app that allows visitors to explore the town’s history through their smartphones. Users can see historical overlays of buildings and learn about local legends, creating an interactive and educational experience. According to Statista, the AR market is expected to reach $198 billion by 2025, indicating the growing potential of this technology in marketing and tourism.
Engaging residents in community improvement projects can foster a sense of pride and create attractive spaces for visitors. Greensburg, Kansas, after being devastated by a tornado in 2007, reimagined itself as a model green town. This community-driven initiative not only rebuilt the town but also created a unique identity that has attracted eco-conscious visitors and residents. The Knight Foundation found that community attachment is positively correlated with local GDP growth, highlighting the economic benefits of engaged communities.
Small local communities must leverage imagination marketing to create vibrancy and attract attention by tapping into their unique stories, creating immersive experiences, and engaging both residents and visitors. By combining traditional marketing approaches with innovative techniques, small towns differentiate themselves and create lasting impressions.
John Newby is a nationally recognized Columnist, Speaker, & Publisher. He consults with Chambers, Communities, Business & Media. His “Building Main Street, not Wall Street,” column appears in 60+ newspapers and media outlets. As founder of Truly-Local, he assists chambers, communities, media, and businesses in creating synergies that build vibrant communities. He can be reached at: John@Truly-Local.org.