Is marketing Norwich as a town or city really possible? Are there real benefits to the community? This article tries to answer the question from the perspective of a Marketing Consultant Norwich born and bred.
It is amazing when you look around Norwich, just what a diverse place it really is. When you first look at the city, it is easy to think that perhaps it is not as multi-cultural or as political as other big cities. But is this really true? Is Norwich really a bit of a back water, a bit slower, and a bit less cultured than the rest of the country? I would certainly hope not and I certainly do not think it is true. Take a look at our theatres, our restaurants, our market..... have a look down gentlemans walk – there is plenty going on and there are lots of different people taking part.
I have recently been attending a leadership course which encourages people from different backgrounds to use their leadership skills to influence positive change and bring about improvements in a community. It is amazing how so many people can see the same thing in such entirely different ways. What one person may see as a problem or challenge another person will see as benefit or something that much not be altered because of its purpose. It is easy to look at ones own view, how marketing Norwich can only help our community for example in my case, but overlook the concerns and impact that others can see.
From a Marketing Consultants point of view Marketing Norwich will bring economic improvement, a stronger tourism industry, more jobs, better opportunities, and more education for our young people. However other people may see this differently, what if more people leads to an increase in crime, or vandalism. What is some of our independent shops get pushed out by bigger major retailers? How does an increase in tourism affect our identity. Through talking to other people with different backgrounds I can see this challenges – but I can also see perfectly good reasons why these should not stop us and can be overcome by us working together.
Norwich needs to get better at talking to each other, and sharing ideas. We know this because of where the Forum has been built for example, and how many of our city centre buildings do not quite work together. We know this through policies aimed at helping small businesses which are dis-jointed and don’t work between different organisations within our city. Marketing Norwich properly will need a stronger emphasis on looking at what visitors may want from our city, and working with everybody to see how we can deliver it.
We need religious leaders, business leaders, political leaders, planners, architects, small businesses all to have a part in the plan to raise the city’s profile. But in the longer term they also need to have an agenda constantly aimed at marketing the area properly. People should know where what they do fits into the marketing Norwich plan, why what they do is important to the city’s reputation. They also need to know and understand how not only do they add value but also how they gain value from having extra revenue streams and the chance to pitch their products, services and ideas to a wider audience. An audience which although not based in our part of the world may continue to be a customer through the internet for example.
Over the next few months I hope to meet a lot more people based in Norwich who have an influencing or leadership role. I want to encourage all of them to work harder to talk more often, to show joined up thinking, and to raise the profile and planning a proper marketing plan for Norwich. Watch this space!!
