Stay Positive! A Case of Place Marketing
Apr 3
posted by Dr. Ben Mrad, Dr. O'Leary, and Dr. Petrescu in
Branding
| 111 Comments
What is required to successfully change the existing negative image and promote a location? MiMo District as a destination that people want to visit and is located on Biscayne Boulevard in Miami between 54th and 77th street. MiMo is an architectural style that started in South Florida after the Second World War in 1945. The area was known for its prominent style, Art Deco. Indeed, most of the buildings in that area emphasized geometrical shapes (MiMo Boulevard 2016). However, after being a celebrity destination, MiMo became an area deserted by locals and tourists. Indeed, the area had a negative reputation and was known as an area with high crime rate. In addition, there was a high volume of traffic on US 1 which was the main artery on the Boulevard. Some restrictions were also imposed by the city where buildings could not be taller than 35 feet. Therefore, revitalizing the boulevard has been a priority by the MiMo association so that the area who used to be one of the top destinations of celebrities such as Franck Sinatra can once again become the destination of locals and tourists and attract more real estate investments.
Therefore, first and foremost, as researchers we studied and analyzed MiMo’s current situation. We also assessed and evaluated several other competing destinations to find out what they have done to promote their areas, and how they stayed successful. We suggested changes ranging from streets to buildings, prices to accommodations, businesses to people, funding to community service, and promotions to entertainment. All aimed at enhancing the image of MiMo and attracting more people, and eventually putting it at par with destinations such as Clematis Street, Brickell Avenue, Coconut Grove, and maybe one day, South Beach.
One of the strengths in MiMo’s marketing efforts is the support and connections it has within the local media, one of the local stakeholders. Local newspapers and blogs (such as Sun Sentinel, Biscayne Times, Miami Herald, and Miami New Times) have shown support for MiMo’s events and are promoting the area’s projects, restaurants, and events. More recently, publications such as the Miami Herald have realized the efforts being put forward to revitalize the district and have been placing a more positive spin on the area in terms of being a dining and cultural destination. However, one of the weaknesses is related to the inconsistent media image of the area and a lack of coordination of stakeholders when dealing with the media. In the past, the media’s attention towards the destination has always been negative in terms of the location’s crime and neglected facilities. The new attempts of publicity continue to conflict with the negative image that MiMo still receives from other media outlets. Establishing a stronger movement to create a positive image of the area and communicating it to the media in Miami, through a strong public relations campaign, is necessary to eliminate this weakness.
In addition, a weakness in the marketing and communications tools is the lack of consistency in the promotional efforts. Efforts such as events and banners do not seem to be related with the image that MiMo wants to project as a historic district. MiMo has great opportunities being re-branded as a prosperous and vivacious 1950’s historic district. However, the efforts have to be consistent with that concept, otherwise the public will find it difficult to understand the historical value the area truly has, and will not be able to identify how MiMo is different from the competition.
Also, there are no signs indicating arrival to the MiMo district and there is nothing being done to promote the brand in this manner. Thus, the logo, tagline, web page, banners, advertisements, and events have to be related to each other and to the 1950’s theme in order to bring the whole historic concept together; there must be a strategic direction and coordination. The prices of restaurants and retailers can be considered a strength since it is relatively similar in comparison to other areas. High-end places like the fashion designer Julian Chang or the restaurants Soyka, Michy’s and Casa Toscana are considered strengths because they bring variety to the area, where locals and tourists can find all kinds of prices and qualities.
MiMo BIC and MiMo Association’s website has a lot of interesting content about past events, restaurant, and motel listings. However, it could be used much more efficiently by collaborating with all affected stakeholders in the process of brand promotion. MiMo is finding difficulties in getting the public to assist at these events, a result of no community cooperation, no competitive advantage, lack of positioning, the area’s public perception, and lack of stakeholder involvement.
Analyzing MiMo’s current situation gave us insights on what paths we ought to take. We were able to develop a survey that was administered to locals in order to find out the main priorities within the area. Promoting the name and image is of the utmost priority, since most people do not know what MiMo is, or where it is located. Changing the name to MiMo Avenue on the stretch between 50th and 79th street, and installing signs that tell drivers they are in MiMo. Launching new events, along with public relations campaigns can prove to be very effective when trying to promote a brand name and image. Keeping close ties with the media is very important, especially during the re-branding phase of MiMo. Being an up-and-coming area will help feed the positive image to that curious segment of the population who’s looking for new things to try and adventures to experience. As the MiMo District looks to build stronger and positive brand awareness, it is essential that local associations are included in its target market; associations of arts and history along with educational organizations. Consumer motivation to visit the area could become high as the MiMo District presents a new territory for these associations to voice their culture, art, and history at reasonable expenditures. By pushing the MiMo District’s historic value, organizations looking for a destination with strong benefits in this sense will provide a good target market. Their need to market their culture, art, and history in a location that exemplifies these elements is essential. In addition to local arts and history associations, MiMo should also target travel agencies to voice the new messaging associated with the district.
Based on the survey, the marketing objectives for the MiMo District should be directed towards building a new, positive brand image for the area with the goal of maximizing safety and cleanliness, while increasing awareness of the historical location. By positioning the MiMo District as the “up and coming”, businesses can become attracted to the potential traffic and revenue associated with it.
In the process of all this, some of the important steps are: capitalizing on the positive aspects, scheduling mega-events, launching familiarization tours, and using selective promotions. But ultimately the most important advice for those working on repairing a negative image is to always remain positive.
Image Source: www.metro1.com, April 3, 2017.
Selima Ben Mrad, Ph.D., is an Associate Professor of Marketing in the H. Wayne Huizenga College of Business and Entrepreneurship, Nova Southeastern University. She can be reached at sbenmrad@nova.edu
Kathleen O’Leary, Ph.D., is Chair and Associate Professor of Marketing in the H. Wayne Huizenga College of Business and Entrepreneurship, Nova Southeastern University. She can be reached at koleary@nova.edu
Maria Petrescu, Ph.D., is an Assistant Professor of Marketing in the H. Wayne Huizenga College of Business and Entrepreneurship, Nova Southeastern University. She can be reached at mpetresc@nova.edu
#1 by Cayla Ross on 4/3/17 - 8:39 PM
The blog suggests that in order to achieve excellence in service marketing, community members as well as maintenance services, financial/banking services, and the restaurant industry must take part in internal, external, and interactive marketing in order to successfully change MiMo’s negative image and promote the area. MiMo’s current marketing strengths and efforts are supported through connections within the local media such as newspapers and Blogs (Sun Sentinel, Biscayne Times, Miami Herald, and Miami New Times) which have shown support for MiMo’s events and are promoting the area’s projects, restaurants, and events. The publications have also realized the efforts being put towards revitalizing the district and have placed a positive spin on the area by promoting it as a dining and cultural destination.
Another marketing objective for the MiMo district is that stakeholders need to more efficiently and effectively coordinate to maintain a more consistent media image. While some media outlets promote the community efforts to restore the MiMo district, other media outlets are still portraying the area negatively in terms of the location’s crime and neglected facilities. Developing a stronger movement to create a positive image of the area through the media as well as strong public relations campaigns is necessary to eliminate the negative image portrayed by certain media outlets. Additionally, there needs to be more consistency in the promotional efforts of the area. Events and banners need to be tailored to relate with the image that MiMo wants to project as a historic district so that the public can understand the historical value that the area has. Effectively conveying this message to the public is important because it allows the public to identy how MiMo is different from the competition. Accordingly, the logo, tagline, web page, banners, advertisements, and events have to be related to each other and to the 1950’s theme in order to emphasize the historical concept through strategic coordination and direction.
Finally, in the re-branding phase of MiMo, the overall objective is to build a stronger positive brand awareness. Thus, local associations, associations of arts and history, and educational organizations need to be included in the district’s target market. Consumer motivation to visit the area would increase because it creates a new territory for these associations to voice their culture, art, and history at reasonable expenditures. Additionally, MiMo should target travel agencies so that they can promote the district to tourists and those traveling to South Florida. Accordingly, promoting the district as “up and coming” will boost the potential traffic and revenue associated with it.
Another place that probably has a hard time repositioning itself in the marketing environment is Detroit. Because of the high crime rates and violence in Detroit, it would be extremely hard to reposition itself, especially through media outlets and local businesses. Perhaps there is no initiatives to transform the area into an “up and coming” place in the country, which is why there is a lack of marketing initiatives to promote it as “up and coming.” Alternatively, maybe it is not “up and coming” because of the lack of marketing initiatives to make it such. Or maybe, marketers don’t attempt to engage in marketing this place as “up and coming” because it would be nearly impossible to coordinate with the media outlets and business organizations to promote this place in a positive way. Repositioning a place in the market requires cooperation from all aspects of the community (the financial/bank sector, the business sector, the community sector), a marketing challenge which seems almost impossible to overcome in Detroit. Furthermore, because of its bad reputation for crimes and violence, repositioning this place in the minds of a target market would be extremely hard, even if there was a strategic marketing campaign employed using all efforts from everyone in the community.
#2 by Steph Morris on 4/4/17 - 2:24 PM
#3 by Kristine Garcia Cartaya on 4/4/17 - 3:33 PM
In this blog post, we analyze some of the issues that the MiMo District is facing and analyze the steps MiMo could take in order to revitalize the area. Some of the issues plaguing the MiMo District are the high crime rates, “lack of consistency in promotional efforts,” negative media, and ignored facilities (Ben Mrad, O’Leary, Petrescu, 2017). Until these issues are resolved, much of the public will be hesitant to take in the idea of MiMo being restored. The biggest hurdle in restoring this area is changing the public perception. The first step in changing this perception is by working closely with the local media. Making sure that any event or promotional project is included in multiple local news broadcasts. In addition, the MiMo District must focus on creating brand recognition. I personally had never heard anyone refer to this area as the MiMo District. With brand recognition, comes the idea that the public will begin to understand the area better and even acknowledge its existence as an area.
Another place that has experienced the same problems is the Wynwood area. Wynwood used to be an area full of empty warehouses and graffitied walls. Today it is a Miami hot spot that sees many tourists each year. Recently Wynwood was gravely affected by the spread of the Zika virus. Once news spread that a travel warning was issued for the Wynwood area many restaurants, bars, galleries etc... began to see a dramatic decline of locals and tourists. No one wanted to travel to Wynwood for the fear of contracting the Zika virus. Again, Wynwood was found trying to revitalize the area. After the CDC had announced that the area was clear of Zika it still took time for the public to feel safe in the area. Business were announcing many specials and were focused on promoting the steps taken to help prevent the disease. Slowly, as months went by, the public forgot about the issues surrounding Wynwood and were focused on the art and the ambiance that the area had to offer.
#4 by Mai Shawat on 4/5/17 - 2:22 AM
References
Berger, K., (2009). Seven steps for saving Pioneer Square [Webpage]. Retrieved from http://crosscut.com/2009/12/seven-steps-for-saving...
Ben Mrad, S., O'Leary, K., & Petrescu, M., (2017, April 03). RE: Stay positive! A case of place marketing [Blog post]. Retrieved from http:// secure.business.nova.edu/marketing-blog/index.cfm/2017/4/3/Stay-positive-A-Case-of-Place-Marketing
#5 by Myriam Garcia on 4/5/17 - 10:09 PM
One takeaway I got from the article is that through proper publics relations and support from all the stakeholders of a community, city, neighborhood, etc., they can rebuild as long as they remain positive and work together to attract businesses to invest and aid in the social and economic development of their communities. Proper marketing and positioning will signal opportunities for investors who will eventually look into bringing their business in the prospective markets.
2. Can you think of other places that have experienced the same problems as MiMo.
2. I believe the City of Detroit has experienced the same problems as MiMo. When I visited Detroit last year, at first I was a little concerned walking around the city due to its bad reputation. I know people remember Detroit as the " Motor City" of America, with an abundance of jobs. However, the city that was once known as the center of the American automobile industry had experienced an influx of poverty, crime, and mass departure of city residents from 2008 to 2010 (huduser.com). Yet, I was surprised to see so many new construction going on; you could see the revitalization of abandoned buildings. I spoke with a young professional that was in my conference. She told me that there is a high boom in the real estate market, the construction of community gardens, and new businesses giving the city a new look. I visited nice coffee shops with trendy decorations. The city still has a long way to go but the enthusiasm I noted in the young professionals attending the conference, I saw a city that can have a chance. Investors such as Gilbert Ville a billionaire with the vision of rebuilding Detroit is giving the city a new "Trendy" look (Forbes). They are building new so-called TechTown buildings with outdoor plaza, coffee shop, and even campfires for the winter. Still, on the outskirts of the city I learned that some people are reluctant to have their neighborhoods rebuilt over concerns of investors defaulting once again on new investments throughout the city. But as article alluded, city residents must remain positive and continue supporting the reemergence of their city’s image!
https://www.forbes.com/sites/joannmuller/2014/09/2...
https://www.huduser.gov/portal/periodicals/em/wint...
#6 by Marisa Abrahiem on 4/5/17 - 11:33 PM
To try to find out what can change MiMo’s image, the authors focused on what made competing destinations successful. This led to suggesting various changes to MiMo’s streets, buildings, prices, accommodations, businesses, promotions, entertainment, and much more. Recent collaboration with local media outlets, specifically local newspapers and blogs, have been instrumental in promoting MiMo’s events and restaurants with positive reviews. Prior to this, the media would portray MiMo in a negative light by focusing on crime and deteriorating buildings. Some media outlets still perpetuate this negative reputation, and therefore, a strong public relations campaign is needed to overcome these challenges. To maximize on the history and culture of the area, the marketing should highlight these aspects to differentiate MiMo from other competing areas during the re-branding process. Multiple signs will need to be put up around to area to establish the brand with a 1950’s theme to highlight the historical significance of the area. Promoting the high-end store brands will also increase value of the area and make it more desirable for locals and visitors alike. Receiving company backing for large-scale events in the MiMo district is important to getting the event known and increasing attendance. It is vital to focus on gaining sponsors and stakeholders to promote the events to be successful. Community collaboration and support is also imperative to create a strong event.
To assess the more pressing needs and desires of the locals in the area, a survey was developed and sent out. The results revealed that promoting the name and image was the top priority because MiMo is relatively unknown. To assist, they are changing the name of the stretch between 50th and 79th Street to MiMo Avenue and adding signs to tell visitors that they are in MiMo. Creating large scale events backed by a strong public relations campaign and a close media relationship will help promote the brand. Being an emerging, unknown location may stimulate curiosity and attract new visitors. The cultural and historical relevance of the area should be strengthened by local cultural and historical associations, educational organizations, and travel agencies. A key component to re-branding the area is to maximize cleanliness and decrease crime, while preserving historical and cultural significance.
All in all, the recommendations were to focus on building a positive image, promoting large-scale events in the area, establishing group tours to promote familiarity and comfort, and creating promotions to bring attention to the area.
Another place that experienced the same problems as MiMo is Mexico City. It has a reputation for kidnapping tourists, rampant drug dealing, and dangerous gang activity. However, it has a lot more to offer than its negative reputation. Art and culture are found at all corners of the city. Various museums house the works of Frida Kahlo and Diego Rivera. The culture is engrained in the delicious food, mariachi bands, lucha libre wrestling, and nightlife. The classical architecture and boutique hotels add to the historic sentiment of the city. A co-worker of mine came back from a trip to Mexico City last week and was in awe of how great it was. She said she felt safer there than in downtown Miami. It just goes to show you that a negative reputation could linger for years and prevent exploration of places that truly have a lot to offer. It is important to utilize re-branding and other marketing principles to alter the perceptions of these places.
References
Ben Mrad, S., O'Leary, K., & Petrescu, M. (2017, April 3). Stay positive! A case of place marketing [Blog post]. Retrieved from http:// secure.business.nova.edu/marketing- blog/index.cfm/2017/4/3/Stay-positive-A-Case-of-Place-Marketing
Groundwater, B. (2017, January 11). The 10 cities with bad reputations they don’t deserve. Retrieved from http://www.traveller.com.au/the-10-cities-with-bad...
#7 by Marisa Abrahiem on 4/5/17 - 11:38 PM
To try to find out what can change MiMo’s image, the authors focused on what made competing destinations successful. This led to suggesting various changes to MiMo’s streets, buildings, prices, accommodations, businesses, promotions, entertainment, and much more. Recent collaboration with local media outlets, specifically local newspapers and blogs, have been instrumental in promoting MiMo’s events and restaurants with positive reviews. Prior to this, the media would portray MiMo in a negative light by focusing on crime and deteriorating buildings. Some media outlets still perpetuate this negative reputation, and therefore, a strong public relations campaign is needed to overcome these challenges. To maximize on the history and culture of the area, the marketing should highlight these aspects to differentiate MiMo from other competing areas during the re-branding process. Multiple signs will need to be put up around to area to establish the brand with a 1950’s theme to highlight the historical significance of the area. Promoting the high-end store brands will also increase value of the area and make it more desirable for locals and visitors alike. Receiving company backing for large-scale events in the MiMo district is important to getting the event known and increasing attendance. It is vital to focus on gaining sponsors and stakeholders to promote the events to be successful. Community collaboration and support is also imperative to create a strong event.
To assess the more pressing needs and desires of the locals in the area, a survey was developed and sent out. The results revealed that promoting the name and image was the top priority because MiMo is relatively unknown. To assist, they are changing the name of the stretch between 50th and 79th Street to MiMo Avenue and adding signs to tell visitors that they are in MiMo. Creating large scale events backed by a strong public relations campaign and a close media relationship will help promote the brand. Being an emerging, unknown location may stimulate curiosity and attract new visitors. The cultural and historical relevance of the area should be strengthened by local cultural and historical associations, educational organizations, and travel agencies. A key component to re-branding the area is to maximize cleanliness and decrease crime, while preserving historical and cultural significance.
All in all, the recommendations were to focus on building a positive image, promoting large-scale events in the area, establishing group tours to promote familiarity and comfort, and creating promotions to bring attention to the area.
Another place that experienced the same problems as MiMo is Mexico City. It has a reputation for kidnapping tourists, rampant drug dealing, and dangerous gang activity. However, it has a lot more to offer than its negative reputation. Art and culture are found at all corners of the city. Various museums house the works of Frida Kahlo and Diego Rivera. The culture is engrained in the delicious food, mariachi bands, lucha libre wrestling, and nightlife. The classical architecture and boutique hotels add to the historic sentiment of the city. A co-worker of mine came back from a trip to Mexico City last week and was in awe of how great it was. She said she felt safer there than in downtown Miami. It just goes to show you that a negative reputation could linger for years and prevent exploration of places that truly have a lot to offer. It is important to utilize re-branding and other marketing principles to alter the perceptions of these places.
References
Ben Mrad, S., O'Leary, K., & Petrescu, M. (2017, April 3). Stay positive! A case of place marketing [Blog post]. Retrieved from http:// secure.business.nova.edu/marketing-blog/index.cfm/2017/4/3/Stay-positive-A-Case-of-Place-Marketing
Groundwater, B. (2017, January 11). The 10 cities with bad reputations they don’t deserve. Retrieved from http://www.traveller.com.au/the-10-cities-with-bad...- dont-deserve-gtoqvx
#8 by Matthew Klapper on 4/6/17 - 12:17 AM
An example that comes to mind of a similar place that has experienced this type of negative association is Time Square in New York City. Time Square was not always the popular tourist attraction it is today. In the 1980's, it went through a phase where the location was known for high crime, sex, and drugs. During this time, it was not attracting much interest from tourists or businesses.
The revitalization occurred for several reasons. First, a redevelopment project was initiated which included "four giant office towers, a 2.4 million square foot computer and garment wholesale mart, and a 550-room luxury hotel. Additionally, the government stepped in and began to fight the crime, clean up the overbearing sex theme, and lowered taxes for big businesses willing to relocate in the area" (Stern, 2016). All of these efforts began to remove the negative image that was being associated with the area and reestablish it as the thriving, tourist driven hot spot we know it as today.
References
Ben Mrad, S., O'Leary, K., & Petrescu, M., (2017, April 03). RE: Stay positive! A case of place marketing [Blog post]. Retrieved from http:// secure.business.nova.edu/marketing-blog/index.cfm/2017/4/3/Stay-positive-A-Case-of-Place-Marketing
Stern, W. J. (2016, January 26). The Unexpected Lessons of Times Square's Comeback. Retrieved April 05, 2017, from https://www.city-journal.org/html/unexpected-lesso...
#9 by Lauren Cary on 4/6/17 - 5:48 AM
I went to school in Spartanburg, South Carolina, whose renovation and revitalization process paralleled MiMo’s. For a long time, Spartanburg was ranked in the top ten for the most dangerous cities in the U.S. The main reason was due to the high disparity between wealth and poverty within the city, as well as the destitute the collapsed mining industry has left around every corner. Also, the City competes with neighboring city Greenville, which has a powerful reputation for being family oriented, with a beautiful downtown complete with string lights and waterfalls. To change their reputation, Spartanburg began to take initiative to market Spartanburg as an artsy, family friendly city by first revitalizing the downtown area, next by developing a beautiful farmer’s market and fresh foods initiative in a poorer side of town, and finally by introducing major events that bring the entire city together.
Since the initiative began, Spartanburg adopted the brand mantra “Love Where You Live.” This mantra is the underlying theme that links all marketing and public relations campaigns together. The downtown area is now a beautiful row of Carolina brick buildings and includes an old fashioned ice cream parlor, a green and eco friendly coffee shop/book store, restaurants, shops, pubs, a mini golf center, and more. On a brick wall in downtown, the phrase “Love Where You Live” is painted and it not only brings positive feelings to the area, but it is has become a favorite stop for pictures, as well. Spartanburg has become renowned for their international foods festival, as well as for the ice skating rink put up during the holiday season, occasional concerts, and live music in downtown each Friday. These events attract community members, including college students and tourists, and have since successfully revitalized the pride citizens have for their city.
#10 by M.G. on 4/6/17 - 8:15 AM
One takeaway I got from the article is that through proper publics relations and support from all the stakeholders of a community, city, neighborhood, etc., they can rebuild as long as they remain positive and work together to attract businesses to invest and aid in the social and economic development of their communities. Proper marketing and positioning will signal opportunities for investors who will eventually look into bringing their business in the prospective markets.
2. Can you think of other places that have experienced the same problems as MiMo.
2. I believe the City of Detroit has experienced the same problems as MiMo. When I visited Detroit last year, at first I was a little concerned walking around the city due to its bad reputation. I know people remember Detroit as the " Motor City" of America, with an abundance of jobs. However, the city that was once known as the center of the American automobile industry had experienced an influx of poverty, crime, and mass departure of city residents from 2008 to 2010 (huduser.com). Yet, I was surprised to see so many new construction going on; you could see the revitalization of abandoned buildings. I spoke with a young professional that was in my conference. She told me that there is a high boom in the real estate market, the construction of community gardens, and new businesses giving the city a new look. I visited nice coffee shops with trendy decorations. The city still has a long way to go but the enthusiasm I noted in the young professionals attending the conference, I saw a city that can have a chance. Investors such as Gilbert Ville a billionaire with the vision of rebuilding Detroit is giving the city a new "Trendy" look (Forbes). They are building new so-called TechTown buildings with outdoor plaza, coffee shop, and even campfires for the winter. Still, on the outskirts of the city I learned that some people are reluctant to have their neighborhoods rebuilt over concerns of investors defaulting once again on new investments throughout the city. But as article alluded, city residents must remain positive and continue supporting the reemergence of their city’s image!
References:
Ben Mrad, S., Ph.D, O'Leary, K., Ph.D, & Petrescu, M., Ph.D. (2017, April 03). Stay Positive! A Case of
Place Marketing [Web log post]. Retrieved April 05, 2017, https://secure.business.nova.edu/marketing-blog/in...
https://www.forbes.com/sites/joannmuller/2014/09/2...
https://www.huduser.gov/portal/periodicals/em/wint...
#11 by Hope Gerber on 4/6/17 - 11:38 AM
Analyzing MiMo’s current situation, its competitors’ situations, and its local’s main priorities within the area was the baseline marketing data and intelligence needed to drive marketing efforts for this project. The local people play an active role in driving marketing efforts and making MiMo an up-and-coming destination because “savvy service marketers are recognizing the new service realities, such as the importance of the newly empowered customer, customer coproduction, and the need to engage employees as well as customers” (Kotler & Keller, 2016, p. 93). Ultimately, it is the locals and tourists that will drive revenue and popularity for MiMo as they are the ones who will be visiting the area and driving word of mouth marketing—one of the most powerful forms of marketing. Competitive analysis was also important for analyzing how to revitalize the area. By studying the surrounding areas around MiMo, it can be learned how to differentiate the destination’s services from competitors—discovering its competitive advantage. “Marketing excellence requires service marketers to continually differentiate their brands so they are not seen as a commodity" (Kotler & Keller, 2016, p. 165). Playing on the historic image of MiMo would be the value driver that pulls in its new target audience looking for a destination that exemplifies culture, art, and history—this will also increase customer motivation.
In order to get this new messaging out, a strong strategic direction and coordination was needed. Community and public relations and local media connections would be needed in order to create a positive image of MiMo. By collaborating with all affected stakeholders in the process of promoting MiMo’s new messaging would be more effective as opposed to just promoting on the MiMo Associations website. It is essential for these local associations and community members included in the target market as it looks to increase public relations and create stronger, positive brand awareness. With the scheduling of mega-events and launching of familiarization tours local businesses and stakeholders can become attracted to the potential traffic and revenue associated with it.
Rebranding also has to do with the strong strategic direction and coordination of MiMo. Getting the name recognized in a positive light is the utmost priority for the area—this can be done by changing the street name between 50th and 79th street to MiMo Avenue, installing signs along the road, public relations campaigns, and strong relationships with the local media with make MiMo’s rebranding successful. To reduce the negative reputation of the area, MiMo will need to direct their rebranding towards building a new, positive brand image for the area with an end goal of increasing cleanliness and instill safety in the area, all while promoting the up-and-coming 1950’s themed location in order to bring the whole historic image together.
Another place that has experienced the same problems as MiMo is Downtown Delray Beach on Atlantic Avenue. The area around Atlantic Avenue is not the cleanest or safest. There are high crime rates and sketchy surrounding areas that make visitors uneasy while walking around—one wrong turn down a street and it could get dangerous quickly. Another problem Downtown Delray Beach has come across is its location in proximity to other major cities like Fort Lauderdale and West Palm Beach. Delray Beach is located directly in the middle of these two major cities which, at first, posed as a problem but turned into a great opportunity for people who didn’t want to drive all the way south to Fort Lauderdale or all the way north to West Palm Beach. Despite these problems, Downtown Delray Beach is starting to become the new up-and-coming “modern beach town.” There is a diversity of restaurants and bars from farm-to-table to upscale seafood along Atlantic Ave that have lured people to the area and has even turned Delray Beach into one of the top Sunday Brunch locations in South Florida. Annual events are a big push that the area has concentrated on and it has paid off as well. People look forward to and help promote these events such as Garlic Fest, St. Patty’s Day Parade and Santa-Con.
#12 by Tamika Wells on 4/6/17 - 12:02 PM
The military base I currently, work on for the Navy is a good example of Mimo. The base was really popular when I received orders in 2005. Thousands of people were station at the base civilians and military, several restaurants, several ships but traffic was horrible, and the job market there was constantly thriving. Then in 2007 the USS John F Kennedy was decommissioned a Aircraft Carrier which caused a domino effect within the base and all surrounding areas. Companies began to lay off or close, ships began to change homeports at alarming rates, food eateries were closing on and off the base within a 5 mile radius, many sailors wouldn't take orders to Mayport because the rumor was the base was deserted and many of the shops and contractors who had businees on the base for 20 years or more started leaving. Everyone was afraid of losing there jobs.
Then in 2009 when Obama took office he decided to build the base back up because it was a good strategic location for the Navy. Fast forward to 2017 the base is thriving again, more shops, eatries, parking, traffic is more controlled, and the contractors on the base are always hiring. Several ships are stationed there again and the base continues to get more Naval ships and personnel.
#13 by JULIA PRYCE on 4/6/17 - 1:40 PM
MiMo SWOT analysis regarding its marketing strategy to promote a negative image for the district are 1) there Strength is the connection they have with the local media such as Sun Sentinel, Biscayne Times, Miami Herald, and Miami. These local media’s as shown support for MiMo by promoting the area’s projects, restaurants, and events, which in return would create a positive spin in terms of being a dinning and cultural destination. Some other strengths of MiMO as is their high-end places like the fashion designer Julian Chang or the restaurants Soyka, Michy’s and Casa Toscana are considered strengths because they bring variety to the area, where locals and tourists can find all kinds of prices and qualities; 2) MiMo Weakness is the inconsistency of the media image resulting from the lack of coordination by the stakeholder’s. For example, because of the negative image reported by the media on crime and violence in the area, with the new attempt to promote a positive image conflict with the negative image still receive by MiMo from other media outlets. Another weakness is their lack of consistency in the promotional efforts, which could be eliminated by creating a stronger movement to create a positive image of the area and communicating it to the media in Miami, through a strong public relations campaign; 3) MiMo Opportunities is being rebranded as a prosperous and vivacious historic district, which mean MiMo as to be consistent with their promotional activities to avoid confusing the public about their area historical values, and what makes them difference from the other competitive locations on Biscayne Beach; 4) the Treats faced by MiMo is the difficulty in getting the public to assist in events a result of no community cooperation, no competitive advantage, lack of positioning, the public perception, and lack of stakeholder involvement. Another treat is people not know what MiMo is about or even where it’s located as there is no signs to say you have arrived.
In concluding, the blog further stated based on survey that one of MiMo marketing objective is towards building a new and positive image of the area by maximizing safety and cleanliness, and increased awareness of the historical area, and positioning MiMo District in becoming the up and coming South Beach, where businesses will eventually become attracted to the potential traffic and revenue associated with it.
#14 by Monica Cozar-Torres on 4/6/17 - 3:35 PM
I completely agree with the blog post in that MiMo needs to reshape their image and promote their brand. They need to be consistent in their branding and collaborate with local restaurants, shops and media outlets to build their brand awareness. MiMo needs to capitalize on their 50’s brand and educate tourist about their rich history. Targeting travel agencies is another great way to get tourists in the area. In addition to events, banners, advertisements and taglines, I think that MiMo should capitalize on social media. By creating a hash tag, visitors can tag the location during their visits which is another great way to promote and increase awareness.
The Wynwood Art District is another area in Miami that encountered similar problems as MiMo. Ten years ago, the Wynwood Art District was considered to be a lower class neighborhood with high crime rates. Art is what really transformed Wynwood in the mid-2000s. Tony Goldman, the same property developer that helped revive SoHo and SoBe, saw the potential for Wynwood. He purchased over 25 properties in an effort to revitalize the run-down, abandoned historic community (Alvarez, 2012). He sought out artists, paid for their travel/supplies and had them paint without the fears of being arrested for graffiti. These artists painted what is now known as the Wynwood Walls. The neighborhood attracted numerous shops, restaurants, breweries, art galleries and lounges to the area. Wynwood became a hangout for locals and tourists alike. They created a neighborhood unlike most others, and a large part of its marketing and brand awareness stems from visitors, who post photos and share their experiences.
#15 by mg2404 on 4/6/17 - 4:27 PM
One takeaway I got from the article is that through proper publics relations and support from all the stakeholders of a community, city, neighborhood, etc., they can rebuild as long as they remain positive and work together to attract businesses to invest and aid in the social and economic development of their communities. Proper marketing and positioning will signal opportunities for investors who will eventually look into bringing their business in the prospective markets.
2. Can you think of other places that have experienced the same problems as MiMo.
2. I believe the City of Detroit has experienced the same problems as MiMo. When I visited Detroit last year, at first I was a little concerned walking around the city due to its bad reputation. I know people remember Detroit as the " Motor City" of America, with an abundance of jobs. However, the city that was once known as the center of the American automobile industry had experienced an influx of poverty, crime, and mass departure of city residents from 2008 to 2010 (huduser.com). Yet, I was surprised to see so many new construction going on; you could see the revitalization of abandoned buildings. I spoke with a young professional that was in my conference. She told me that there is a high boom in the real estate market, the construction of community gardens, and new businesses giving the city a new look. I visited nice coffee shops with trendy decorations. The city still has a long way to go but the enthusiasm I noted in the young professionals attending the conference, I saw a city that can have a chance. Investors such as Gilbert Ville a billionaire with the vision of rebuilding Detroit is giving the city a new "Trendy" look (Forbes). They are building new so-called TechTown buildings with outdoor plaza, coffee shop, and even campfires for the winter. Still, on the outskirts of the city I learned that some people are reluctant to have their neighborhoods rebuilt over concerns of investors defaulting once again on new investments throughout the city. But as article alluded, city residents must remain positive and continue supporting the reemergence of their city’s image!
References:
Ben Mrad, S., Ph.D, O'Leary, K., Ph.D, & Petrescu, M., Ph.D. (2017, April 03). Stay Positive! A Case of
Place Marketing [Web log post]. Retrieved April 05, 2017, https://secure.business.nova.edu/marketing-blog/in...
https://www.forbes.com/sites/joannmuller/2014/09/2...
https://www.huduser.gov/portal/periodicals/em/wint...
#16 by JULIA PRYCE on 4/6/17 - 4:46 PM
MiMo SWOT analysis regarding its marketing strategy to promote a negative image for the district are 1) there Strength is the connection they have with the local media such as Sun Sentinel, Biscayne Times, Miami Herald, and Miami. These local media’s as shown support for MiMo by promoting the area’s projects, restaurants, and events, which in return would create a positive spin in terms of being a dinning and cultural destination. Some other strengths of MiMO as is their high-end places like the fashion designer Julian Chang or the restaurants Soyka, Michy’s and Casa Toscana are considered strengths because they bring variety to the area, where locals and tourists can find all kinds of prices and qualities; 2) MiMo Weakness is the inconsistency of the media image resulting from the lack of coordination by the stakeholder’s. For example, because of the negative image reported by the media on crime and violence in the area, with the new attempt to promote a positive image conflict with the negative image still receive by MiMo from other media outlets. Another weakness is their lack of consistency in the promotional efforts, which could be eliminated by creating a stronger movement to create a positive image of the area and communicating it to the media in Miami, through a strong public relations campaign; 3) MiMo Opportunities is being rebranded as a prosperous and vivacious historic district, which mean MiMo as to be consistent with their promotional activities to avoid confusing the public about their area historical values, and what makes them difference from the other competitive locations on Biscayne Beach; 4) the Treats faced by MiMo is the difficulty in getting the public to assist in events a result of no community cooperation, no competitive advantage, lack of positioning, the public perception, and lack of stakeholder involvement. Another treat is people not know what MiMo is about or even where it’s located as there is no signs to say you have arrived.
In concluding, the blog further stated based on survey that one of MiMo marketing objective is towards building a new and positive image of the area by maximizing safety and cleanliness, and increased awareness of the historical area, and positioning MiMo District in becoming the up and coming South Beach, where businesses will eventually become attracted to the potential traffic and revenue associated with it.
#17 by Cynthia Hernandez on 4/6/17 - 5:13 PM
After reading the blog post, what I learned is that for the MiMo district to be cast in a positive light and completely shed its negative image of a high crime rate area they must focus on marketing together as a united community. If all members of the MiMo area work together to promote the positives of their community such as its 1950’s historic appeal and variety of dinning/shopping locations, then tourist and locals will be encouraged to take part of this amazing area. Besides delivering a united front as a community the locals must also be consistent on how they promote the MiMo district and what the area has to offer. As mentioned in the blog, overall through a positive mindset, strong and full community engagement and economic support others will see the MiMo district for the true hidden gem it is in the Miami area.
Can you think of other places that have experienced the same problems as MIMO?
Another place that I can think of that has experienced similar problems is Flagler Village located in Downtown Fort Lauderdale. This community use to be an old warehouse area with residential housing that has recently been revamped. Now Flagler Village is filled with new condos and tall apartment complexes that are attracting millennials, artistic types and individuals interested in a more modern hip feel. Besides the modern buildings the city has promoted the availability of public transportation such as the Wave Street Car or the All Aboard train service. The Wave Street car is cable car service that will run throughout downtown Ft. Lauderdale. The All Board train service will enable travel from Orlando to the Tri-County area. In my opinion, these new different features give Flagler Village the attractiveness of public transportation available in cities such as San Francisco and New York City.
#18 by Christopher Salazar on 4/6/17 - 6:03 PM
Changes all around will have to commend from promotions, entertainment, funding, prices, accommodations, streets, and buildings will all have to be established in order to rejuvenate this area. The one strength that MiMo has going for them is the support and connections of the local media. Local media has shown support through events, promoting projects, restaurants, and events. The support comes with a price where some views the inconsistences of reporting the MiMo District as a destination on the rise again, when the same news media outlet has previously stated negativity towards the area. MiMo has to establish a strong public relations campaign to ensure that the efforts of establishing a positive image for the area can overcome any weakness or negative feedback it can receive.
The article also mentions how MiMo has a great opportunity in re-branding the historic district but needs to be done with a consistent concept that the public will understand the historic value of the area and will help identify how MiMo is different from its competition. With basically no signs indicating arrival of the MiMo district suggestions of changing the name of the street to MiMo avenue and ensuring a 1950s theme for a logo, tagline, webpage, banners, advertisements, and events can help bring this full circle. As mentioned above promoting the name and image of this area is the priority with keeping in mind always the target market can help bring MiMo back to its once must see destination. Promoting the MiMo district, as the “up and coming” area with maximum safety and cleanliness will help begin to attract businesses to the potential traffic and revenue associated with it.
I believe that if marketed properly with the mindset of bringing back the 1950s theme can create a buzz for people to want to visit versus going elsewhere. There truly aren’t many places like the MiMo District, which gives it a value that can serve as a positive for the re-branded area.
Times Square experienced similar problem that MiMo is facing today. The experience you would get in Times Square about 20 years ago is a completely different experience as the one today. They have gone through many changes in the past century and through recent changes have been more subtle, the 1990s was a transformative decade for Times Square as it shed its risqué past for a more family friendly environment. Led by Mayor Rudy Giuliani the clean up project would reclaim and redesign places known for their seedier entertainment. The goal was to turn the gritty Times Square that was, into a place that welcomed people of all ages. The re-branding of construction buildings and transformations of theaters throughout the decade was all done while preserving their history and provide venues for what the New Times Square would be.
#19 by Robert Mondestin on 4/6/17 - 6:13 PM
MiMo being established within the city of Miami,also known as the Modern Miami district is a up and coming segment of the area. Once known for its valued architectural styles, and as celebrity destination, MiMo was once a favored spot for both locals and tourist alike. However, for the past few years, MiMo has unfortunately come to develop a negative image within the community. Being located on Biscayne Blvd between 54th and 57th, MiMo has become a victim to high crime rates, negative media and a sharp decline in its tourism. According to the article MiMo is within the process of revamping its image to bring back the positive attention and life to the city’s district. “The marketing objectives for the MiMo District should be directed towards building a new, positive brand image for the area with the goal of maximizing safety and cleanliness, while increasing awareness of the historical location”
Can you think of any other places that have experienced the same problem as MIMO?
Other locations have endured similar experiences to MiMo’s but with the rebranding of their image were able to represented themselves positively. Such an example can be seen by the country of Nicaragua. Nicaragua was once seen as a third world country with a history of theft and uncomforting heat. Although recently Nicaragua has been able to change its brand and attract tourist by emphasizing on all its positives while downplaying the negatives. By placing a high value on the beauty of the country, its affordability, and its activities. Nicaragua has now begun to attract tourism to the country effectively.
References
Ben Mrad, S., O'Leary, K., & Petrescu, M. (2017, April 3). Stay positive! A case of place marketing [Blog post]. Retrieved from http:// secure.business.nova.edu/marketing-blog/index.cfm/2017/4/3/Stay-positive-A-Case-of-Place-Marketing
#20 by Michael Wilson on 4/6/17 - 8:08 PM
One strategy is partnering with local newspapers to promote the area and publish stories portraying the area positively. Unfortunately, the media attention is not consistent with the positive image, and there continue to be negative stories about the crime and neglected facilities in the area.
A second strategy would be signs promoting the brand when tourists or locals visit the area. Currently, visitors are unaware once they’ve entered the MiMo district. Therefore, there’s a lack of strategic brand promotion to encourage repeat visitors.
The blog recommends promoting the name and image as the main priority for the area. It is also mentioned that launching events and working closely with the media to promote the brand and image will be helpful.
In addition to the promotional and image alignment with the media, I think businesses in the area should engage in Promotional Pricing tactics to increase visiting traffic to the area, and more specifically, they should engage in Special Event Pricing. According to Kotler, sellers establish special prices in certain seasons to draw in more customers when utilizing Special Event Pricing. By businesses in the MiMo district offering the special prices, more people will be drawn to the area, and if the experience is positive, people will eliminate the prior negative image from their memory.
Brazil and Rio de Janeiro has had trouble positioning the country as a welcoming tourist destination. They attempted to overcome the image of a crime filled nation with hosting the Olympics and providing athletes and tourists with exemplary accommodations. Unfortunately, the media attention prior to the game was negative. The many negative stories included the subpar conditions of the Athletes village, the Zika virus outbreak, the instability of the government, and the water pollution. Even further tarnishing the reputation further was the false accusations of Ryan Lochte about an armed robbery. The country still has a poor reputation and the Olympics village is desolate now and in poor condition.
If the country invested in revitalizing the Olympic Village and focusing on safety in Rio de Janeiro, it would be a great place for visitors. The landscape looks beautiful and with appropriate branding, along with Promotional Pricing, marketers could position Rio de Janeiro as a top safe tourist destination. Special Promotional Pricing offers to travel agencies would encourage tourists to visit. If the experience is positive, the tourism industry in the area would thrive again. Another strategy that would be helpful is a Public Relations campaign partnership with the media to portray Rio de Janeiro as a safe place to visit.
References
Kotler, P. & Keller, K.L. (2016). A Framework for Marketing Management, 6th Ed. Pearson Education Inc., USA
#21 by Ashley Schroeder on 4/6/17 - 8:30 PM
The Mimo district is trying to reinvent themselves while still keeping the authenticity of their 1950’s historic district. One of Mimo’s strengths is the support that they have within the local media, local steak holders, newspapers, and blogs. One of Mimo’s weaknesses is the inconsistent media image are of the area. Mimo is focusing their efforts on rebranding their district and keeping a good working relationship with local media outlets. (Mrad, O’Leary, Petrescu, 2017)
A company that has experienced great turmoil and has come back on top would be Exxon Mobil. On March 24, 1989, a tragic accident occurred with Exxon’s supertanker the Valdez in which 250,000 barrels of oil were spilt in Alaska. This oil spill took approximately 3 years to completely clean up the damage with over $4.3 billion dollars spent in the cleanup process. This was one of the lowest points in Exxon’s 125-year history. Fast forward a decade Exxon Mobile is one of the most profitable publicly traded company in the world. Due to Exxon’s quick response and ability to take responsibility for their part in the tragedy they have come out on top of their market despite such a large setback.
References:
Exxon Mobil. (2003-2017) Risk Management and Emergency Preparedness. Spill Prevention and Response. Retrieved from web http://corporate.exxonmobil.com/en/environment/eme...
Kroh, K. (2013). 25 years After Exxon Valdez Oil Spill, Company still hasn’t paid for Long Term Environmental Damages.
Mrad, S. O’Leary, K. Petrescu, M. (2017). Stay Positive! A Case of Place Marketing. Retrieved from Web :https://secure.business.nova.edu/marketing-blog/in...
#22 by Nayan Patel on 4/6/17 - 9:17 PM
The article indicates that through the research collected by the marketing agents & surveys handed out to residents, an action plan must be used in multiple facets to propel MiMo towards the destination area it once used to be. By a congruent message from local media already in place, free advertising for the area can be setup so that a strong and positive image can be portrayed by the readers. Creating land markings and signage indicating to visitors that they have arrived creates a distinction in the area that they are now in MiMo. By reaching out to new associations and setting up events, public relations campaigns & advertising the events throughout the area will also attract many visitors in the area. This plan will allow MiMo to regain the popularity it once had and be able to thrive again in an area that is already full of great destinations.
One area that comes to mind that experienced some of the same issues as Mimo is the city of Florence, South Carolina. Like many of the cities there, it used to be just a pass-through town. Over the last decade though, the city leaders have come together to create Florence into a destination zone for locals and tourists alike. They have implemented civic centers, enticed numerous businesses and restaurants to open in the area & are using media outlets, as well as banners and land markings to spread the message of “Up & Coming” to the city’s handle. Every time I visit (family living there), we always end up at a new restaurant & doing new activities that have recently opened.
#23 by Diane Germana on 4/6/17 - 9:35 PM
The “Stay Positive! A Case of Place Marketing” has put the importance of location into perspective for me when looking at a marketing situation or product. Location in this sense could be replaced with other important factors such as price, reputation, value, etc. and still hold true. All it takes is one aspect of a product or service to tarnish the public’s perspective, and that is where positioning, media, and commitments all come into place to switch that perspective to a positive one. In this particular case, the MiMo district in Miami, FL has been portrayed in the media as being a high crime area which has stripped it away of its historical beauty over the years since no one comes around anymore to value it. MiMo was previously a popular area by both locals and visitors, and was appreciated for its 1950’s style and prominent architectural buildings. The culture, art, and history that MiMo stood for has unfortunately faded away due to their high crime reputation and the strength of their competitor locations such as Coconut Grove, Brickell, South Beach, and even Wynwood these days. I was born and raised in Miami, FL and have never heard of the MiMo district prior to this blog post, so I not only learned that it existed, but I realized how dire it is that they improve and intensify their marketing strategies in order to get ‘back on the map.’
This blog also taught me about the current marketing efforts that are being employed to reach the goal of reviving the attraction of MiMo as well as what specifically needs to be done for the result to be successful. “Based on the survey, the marketing objectives for the MiMo District should be directed towards building a new, positive brand image for the area with the goal of maximizing safety and cleanliness, while increasing awareness of the historical location” (Ben Mrad, O’Leary, & Petrescu, 2017). An emphasis on increasing the awareness of the historical aspects of the location are critical for setting it apart from other more popular areas in Miami. MiMo’s historical atmosphere is its competitive advantage that should be used as such in their marketing strategies. Also, innovation is vital to ensure the long-term success of the areas. Although they cannot implement sky rise buildings, there are other aesthetic features that could increase the traffic and revenue that is coming into MiMo. For example, educational tours paired with food and wine tasting packages could bring in more people and teach them about the historical aspect as well. By implementing the marketing strategies that were stated within the blog post and by being consistent with getting the right kind of media out to the public should greatly enhance the MiMo District and place them at the forefront of people’s minds when they’re searching for something to do in Miami.
Can you think of other places that have experienced the same problems as MIMO?
An area that has experienced the same problems as MIMO is the Orange Blossom Trail (OBT) area in Orlando, FL. OBT is home to the Florida Mall which is often advertised as a “snazzy upscale shopping center” and includes many sit-down restaurants, and is one of the major retailers in the Central Florida area. However, the mall and the area surrounding it has been plagued by the poor reputation that OBT has carried for as long as I can remember. OBT is known for its prostitution mainly, but also for its high crime rate such as drug trafficking, robberies, and overall violence. According to the Orlando Weekly’s March 2015 publication, “Orange Blossom Trail has a long, turbulent history with prostitution and the sex trade. Whether it’s for sex or drugs, OBT is still widely known as the easiest place to get your fix” and according to the Orlando Police Department, “as many as 75 percent of the prostitution arrests in Orange County are made along Orange Blossom Trail” (Tyler, 2015). Despite the city’s efforts to put nice restaurants, optimal shopping stores, and even luscious and well-maintained landscaping, it cannot escape the reputation of its past and present practices. In order to the OBT area to turn itself around, the awareness and legal action of the sex trafficking that is happening in the area needs to be a priority and a major point of concern.
References
Ben Mrad, S., O'Leary, K., & Petrescu, M. (2017, April 3). Stay positive! A case of place marketing [Blog post]. Retrieved from http:// secure.business.nova.edu/marketing-blog/index.cfm/2017/4/3/Stay-positive-A-Case-of-Place-Marketing
Tyler, Benjamin. (2015, March 11-17). Prostitution, Drugs, and Living Life on the Trail. Orlando Weekly. Retrieved from http://www.orlandoweekly.com/orlando/prostitution-...
#24 by Erica Beek on 4/6/17 - 10:33 PM
As I stated, I do agree with the methods to repair a negative image but I feel they need to figure out what made this location become a high crime area all of a sudden or why it became deserted if it was a celebrity destination. Especially since celebrities are a common reason why certain areas are popular and they are intentionally used to promote locations. Could it be that the certain celebrities were involved in crime related matters and often brought it to the MiMo District, and that’s where it remained?
In my opinion, they can’t just say let’s build new buildings or change the name and expect people to show up. The first steps are to try and determine what is causing this area to fail. Once you find out that information you can try to eliminate or block it and that is when you can start revamping and building new buildings etc.
A location that I know which has been facing similar problems is known as Court Street, Bermuda. It is currently home to a few historic buildings however, it is also home to a lot of crime as well.
For over 5 years, the government has been trying to figure out the best possible solutions to revamp this area and make it friendlier to not only tourist but locals as well. The have tried building new buildings and bringing new businesses to the area to attract people. They even tried putting a large police trailer that was stationary 24/7 to give people a feeling of security. In addition to all the above methods, the government would also allow people to host large events and block off the streets in this area. The events were successful and attracted large crowds to the location. Unfortunately, when these events were over, the people would leave and it would go back to the same crime infested areas. Thus resulting in no resolution and causing the businesses in the area to close down. A previously mentioned, the government needs to first determine the causes, like why do these individuals choose to partake in these criminal activities in this location?
#25 by Elizabeth Espinoza on 4/6/17 - 10:55 PM
An area that I can think that has somewhat experienced a similar problem is the area called Doral. Years ago, Doral was nothing but empty lots of land, a jail, and a couple of factories here and there. Doral is now an attractive area for several reasons. There are a great amount of new communities, new homes, new shopping areas, entertainment options for all age groups, financial institutions, and several restaurants. Buildings are constantly on the rise, and the city has very recently opened a new area called City Place Doral. It is expected to be somewhat like a mall; with shopping, entertainment, and dining options for the whole family. City Place Doral was a great way to recreate the city’s image from what it was previously known for. The idea was to meet the needs of the community. They needed a place for entertainment and that would bring more people into the area.
#26 by Erik Leira on 4/6/17 - 11:02 PM
The blogs try to find a solution for it failing ways of recent years. It gives suggestions promotion, entertainment, community service, building repair, local business fix ups, etc. They have been able to advertise successfully by ways of the newspapers such the Miami Herald and Miami News Times, who have put a positive spin of the area, mentioning the local restaurants, events. They do have on glaring weakness which the inconsistent media image, and how the stake holders are dealing with the media. Due to the high crime rate, many people are not willing to dine and shop that are for fear.
According to the authors, possible solutions to better market the Mimi District include was to change the name of the avenue to MiMo Avenue. Also, having new event, with restaurants and local business owners. One other solution is you can have in the airports at the visiting center pamphlets about the area. This pamphlet can talk about local events, going on for the month, and history about the area. Going as a tourist to any city, you are not familiar, with anything if you can be speaking with a travel agent, and he/she mentions go visit the MiMo district for this special event or this great restaurant. Word-of Mouth can go a long way in promoting areas and business. That is how small business grow and prospers. If people keep on mentioning go visit MiMo, people would go in masses.
I was born and raised in Miami, another location like the MiMo district is Wynwood. It is in the heart of Miami right by the design district. Wynwood is known for having a high crime rate. During the late 1970’s Wynwood had a high unemployment rate and the drug trafficking was high. They have gotten a lot better of this by cleaning up the streets. They have marketed themselves well. One of the main attractions is Wynwood Wall, which is a beautiful mural. Another great event that bring people out is that on the first Saturday of every month they have open art galleries, music playing, and food and drinks. They have promoted themselves well with the local newspaper – Miami News Times, to promote events. Wynwood has become one of the “hot spots” of the Miami scene.
References
Ben Mrad, S., O'Leary, K., & Petrescu, M., (2017, April 03). RE: Stay positive! A case of place marketing [Blog post]. Retrieved from http:// secure.business.nova.edu/marketing-blog/index.cfm/2017/4/3/Stay-positive-A-Case-of-Place-Marketing
Piket, C. (2015, August 08). History of Wynwood Miami. Retrieved April 06, 2017, from http://miami-history.com/history-of-wynwood-miami/...
#27 by Widline Derosier on 4/6/17 - 11:50 PM
Franklin Road Corridor in Marietta, Georgia that has experience similar problems as MiMo. Due to the current conditions is in, the mayor and city council are trying to rebrand its image. The high crime rate on Franklin Road has made the area unattractive to developers and employers, thus reducing the number of jobs in the area. The corridor is a premier opportunity for attracting new businesses, not to mention the new Braves Stadium; SunTrust Park is in close proximity (Council for Quality Growth, 2014)
Reference
Council for Quality Growth. (2014, November 19). Franklin Road Rebranding a Possibility | Council for Quality Growth. Retrieved from http://www.councilforqualitygrowth.org/franklin-ro...
#28 by NADINE on 4/7/17 - 12:00 AM
Amazing! This article was truly intriguing, I am a Floridian and I reside in Miami, FL. I would always drive by this building, seen the art and never thought it had a history. I always thought that it was a very interesting style of art and thats it.
Based on the article, MiMo is an architectural style that started in South Florida after the Second World War in 1945. The MiMo style can be seen in most of the larger Miami and Miami Beach resorts built after the Great Depression.The style can be most observed today in Middle and Upper Miami Beach along Collins avenue, as well as along the Biscayne Blvd corridor starting from around Midtown through the Design District and into the upper eastside. I learned of MiMo’s weaknesses in marketing and communication which lead to lack of promotional efforts. Another weakness had to do with inconsistent media image and lack of coordination when dealing with stakeholders.
Can you think of other places that have experienced the same problems as MIMO ?
First thing comes to mind is Wynwood Walls also located in Miami, Florida. Wynwood is a neighborhood in Miami, Fl. It is north of downtown miami and overtown, and adjacent to edgewater. Wynwood has two major sub-districts, the WYNWOOD ART DISTRICT in northern Wynwood, and the Wynwood Fashion District along West 5th Avenue. Wynwood is roughly divided by North 20th Street to the south, I95 to the north, I95. Wynwood Walls recently became more appealing to residents as well as tourist because of the events held to help bring money back into that community. Wynwood Walls is not only known for its art district but it also has new retail stores and events are held such as Art Basel and other well known events. I personally love the night life it feels like a huge block party full of music , beautiful art, and good food.
#29 by Cassia Ayres on 4/8/17 - 3:24 PM
What I gathered is that MiMo, a district located in Southeast Miami with a unique architectural style hailed from post Second World War used to be a popular destination to locals and tourists in South Florida. The area started losing its popularity due to the negative reputation resulting from high crime rate and traffic. A revitalization project was put in place aiming to turn the current situation around and put Mimo back to the list of highly sought after locations such as Coconut Grove, Brickell Avenue among others desired locations in South Florida.
The strategy to bring that vision into reality was focused on identifying the current issues, the opportunities and strengths and brings that into a feasible plan.
Initially the approach was to learn best practices from initiatives deemed successful with other competing locations then to couple that best practices with the strengths on hand, with the connections with local media and local stakeholders with vested interest in having the revitalization project concluded coupled with a strong public relations campaign.
There were several issues identified such lack of signs indicating arrival to MiMo and the management of the media which had a weak engagement of stakeholders involved in the project.
Through surveys, it was identified that the marketing objectives for revitalization of MiMo District should include the development of a safer and cleaner place with and therefore build a positive brand image of the area.
Can you think of other places that have experienced the same problems as MIM
One of the places that come to mind is downtown Fort Lauderdale. When we think of Fort Lauderdale the image of tourists and locals relaxing on sunny beaches, Yachts and Spring breakers come to mind; It is not exactly a problem per se however the Greater Fort Lauderdale Alliance, a public-private organization that promotes new investment and jobs in the area, wanted to change that image. They have been developing projects to develop further business growth in order to become a magnet for new, expanding and relocating companies. In the past 5 years, over 120 companies have relocated to Broward county (where Fort Lauderdale is located) and about 200 companies have their corporate or regional headquarters in the county today. The downtown Fort Lauderdale area has also experienced revitalization from the shortage of parking spaces and heavy traffic by the construction of a four story parking garage along the Intracoastal Waterway and street improvements along the traffic bottleneck near the beach. Many people living in the downtown residential area can walk or bike to their jobs nearby, they can take the Sun Trolley or the Water Taxi. All those infrastructural changes and improvements aiming Fort Lauderdale to be recognized not only a place to visit but a place to live.
Resources:
Kotler, P., & Keller, K. L. (2016). A frame of marketing management. New Jersey: PEARSON
Mann Jr., J. (2015). Business in the new Fort Lauderdale goes beyond beaches and boats. Miami Herald
#30 by Jessica Agenor on 4/9/17 - 6:14 PM
#31 by Amanda Williams on 4/10/17 - 9:01 AM
I personally have never heard of MiMo before reading this article but now that I know more I am interested in visiting. Promotional efforts make the district sound like an undiscovered cultural destination which entices a consumer to want to be in on the secret. I agree that promotional congruency and media supporters are key in the revitalization of the historic district.
#32 by Sareilys Perdomo on 4/10/17 - 2:40 PM
According to the authors of the article, MiMo’s strength in marketing efforts is the support and connection it has within the local media (Mrad, O’Leary, & Petrescu, 2017). This is a great advantage because many people read the newspaper and watch the news nowadays. Unfortunately, a major weakness in their marketing is the inconsistent media image of the area and lack of coordination of stakeholders. If there is an unreliable image, consumers will not trust the marketing; thus, they will not show up to any restaurants or events in the district. It is great to know that they are striving to reconstruct the MiMo district into a safe and historical place to visit. Now that I am aware of it, I will definitely drive by and see it with my own eyes.
Overall, this was a very informative article and I agree with the authors. Suggesting changes such as: streets to building, prices to accommodations, businesses to people, promotions to entertainment, and funding’s to community service will give this district what it needs to become what it used to be and more.
References:
Historic District. (n.d.). Retrieved April 10, 2017, from http://mimoboulevard.org/what-is-mimo/about-the-hi...
Mrad, D., O'leary, & Petrescu, (n.d.). Huizenga College of Business Marketing Blog: Stay Positive! A Case of Place Marketing. Retrieved April 10, 2017, from https://secure.business.nova.edu/marketing-blog/in...
#33 by Alberto Luaces on 4/10/17 - 9:34 PM
-Alberto Luaces
#34 by Reachel McWhorter on 4/11/17 - 10:30 AM
Kindly,
Reachel
#35 by Loren Looney on 4/11/17 - 4:04 PM
In the piece, “Stay Positive! A Case of Place Marketing,” is a very unique event that sprouted in an archaic spot what they call the Mimo District, which is located on Biscayne Blvd in Miami. Foremost, this case is attention-grabbing being that it isn’t too far from where I reside in West Palm Beach. The article talks about the Mimo District and how it dates back to 1945. Within that phase, the district was popular for its knack in artistic design, which makes it a perfect marketing segmenting opportunity in regard to location now. The district had an undesirable feel because of the abandoned properties and crime reported in the media outlets in the community. Conversely, all the different parts of the community had to step up their involvement as well. According to Dr. O’Leary and Dr. Petrescu, “Based on the survey, the marketing objectives for the Mimo District should be directed towards building a new, positive brand image for the area with the goal of maximizing safety and cleanliness, while increasing awareness of the historical location.” As a result of the survey, if the district develops on the objectives measured they will in turn succeed in the broad areas of service marketing including the external, internal, and interactive phases. Which will overall, create brand elements to truly bring back the abidance of the district of 1945.
In 2014, the article, “Mimo’s metamorphosis: Stretch of Biscayne Boulevard in bloom,” was published in the Miami Herald about the booming of new businesses and development in the Mimo District. Cordle and Viglucci state, “The Mimo district is carving out its own distinct identity as a low-scale, stylish but unflashy Main Street for the gentrifying collection of residential neighborhoods that flank the boulevard.” In 2014, there was an uprising in restaurants and commercial revitalization. The point here is that the Mimo district is starting to capitalize on their target markets. In turn, creating a demand to have a location of business here that will now dominate this ‘Main Street,’ on Biscayne Boulevard with continuous revenue and reward for the community.
Sincerely,
Loren Looney
References:
Ina Paiva Cordle and Andres Viglucciicordle@MiamiHerald.com (n.d.). Mimo’s metamorphosis: Stretch of Biscayne Boulevard in bloom. Retrieved April 11, 2017, from http://www.miamiherald.com/news/business/biz-monda...
Huizenga College of Business Marketing Blog: Stay Positive! A Case of Place Marketing. (n.d.). Retrieved April 11, 2017, from https://secure.business.nova.edu/marketing-blog/in...
#36 by Juan Mosquera on 4/11/17 - 10:24 PM
I do find very interesting the fact that the authors are highlighting the importance of a combine effort not only the community, but the local media that will advertise the area.
The priority for the marketers should not be only advertise the prominent style but also any positive changes that will highlight improvements in safety, since high crime rate is the biggest point of improvement for the area.
The area will also need to discover an attribute that will be unique, an advantage point that visitors would choose over other areas nearby . Marketers can benefit from exploring this unique attribute since they can advertise it and allow the media to continue highlighting the same attribute.
Marketers will need to develop a name that will highlight the uniqueness of the area. Advertisement efforts will need to concentrate on a global market that needs to attract not only the growing Latin and Caribbean communities but also the tourist that may visit from Europe and Canada. The marketing plan will need to start with a catch phrase like "The deco jewel of the South" or "The most beautiful pearl West of the Atlantic"
I do agree with the authors when they highlight the importance of staying positive when trying to change a negative image
#37 by Krishawn Wiggins on 4/11/17 - 10:57 PM
#38 by Ana Roque on 4/12/17 - 8:58 AM
MiMo district, in my experience is a high crime area and I never visited a single restaurant. The media and public relations need to work together in informing the tourists, citizens that this area is changing and revamp the culture awareness, focus on historical events and call on community to invest in the area for future perception.
S. Florida is vibrant and creative. When Wynwood / Design district started, efforts were combined and the community and tourists followed. The city has to show that it is safe to invest and safe to visit. With great marketing plans, it can occur once again.
Thanks,
Ana Roque
#39 by Jenna Guzman on 4/12/17 - 9:04 AM
#40 by shakeeva nti on 4/12/17 - 2:07 PM
Before reading this post, I had never even heard of MiMo. It sounds like a great remnant of the 1950s, which was an important time in America's history. It would be great if they could turn it into a historical site with museums nearby to really show how the time was and felt.
#41 by Stephanie Ramcharran on 4/12/17 - 8:57 PM
#42 by Hele Barnes on 4/13/17 - 1:13 AM
Unanimity is important for this marketing plan to work. If the local businesses and other stakeholders work together in a unified clean-up campaign, not only physically on the streets but also in the media, there is a strong possibility that the MiMo district would see changes. The artistry of the district itself is a marketing tool. Once marketers are able to implement changes such as promoting the district’s attractiveness by drawing attention to it by events and other means of promotion, MiMo will be well on its way to be a tourist attraction.
#43 by Brooke McLaughlin on 4/13/17 - 12:43 PM
By having the community come together and promote the MiMo district this could attract more tourists. I think once people see the positive in this district more companies/events will want to be involved in this area. It is hard to get people to want to come together or companies to be involved in an area that gets negative reviews. I can say from a tourists stand point and not being from the area. I have heard that the area is not a safe place so we have never really explored Miami. However, I do feel that the MiMo district has a lot of potential to be a thriving new tourist spot.
Thanks,
Brooke McLaughlin
#44 by Karla Ortiz on 4/13/17 - 2:50 PM
I believe the three most prominent problematic that the MiMo Distric is facing are the lack of brand identity consistency and therefore the deficiency in brand awareness. “There are no signs indicating arrival to the MiMo District and there is nothing being done to promote the brand in this manner. Thus, the logo, tagline, web page, banners, advertisements and events have to be related to each other and to the 1950’s theme in order to bring the whole historic concept together; there must be a strategic direction and coordination.” Correspondingly, a clear market positioning and unique selling proposition must be identified for a more efficient and cohesive branding and marketing strategy. I consider as the third impetrative problematic the lack of public relations strategic efforts and the poor coordination/relationship with the media. Yes, MiMo has media accessibility and exposure but this means nothing if the brand image released to the target is inconsistent and negative; when this occurs is easy to fall into the Cultivation Analysis. “According to Cultivation Analysis, in modern Culture most people get much of their information in a mediated fashion rather than through direct experience. Thus, mediated sources can shape people’s sense of reality. This is especially the case with regard to violence, according to the theory. Cultivation Analysis posits that heavy television viewing cultivates a sense of the world that is more violent and scarier than is actually warranted.” The McGraw-Hill Companies (2011). Defining Communication Theories. http://www.mhhe.com/mayfieldpub/westturner/student....
The plan of action stated at the end of this article responds to the demands and necessities of MiMo. “Capitalizing on the positive aspects, scheduling mega-events, launching familiarization tours, and using selective promotions. But ultimately the most important advice for those working on repairing a negative image is to always remain positive.” Nonetheless, these efforts would be the most efficient when accompanied with a strong and consistent brand image, clear market positioning and unique selling proposition, in addition to a strategic public relations plan.
#45 by Verushka Alvarez on 4/13/17 - 4:12 PM
The MiMo district should work on becoming the hype in Miami through promotion, hosting events, and including an initiative for safety. I personally think the association should focus on their brand recognition and promotion of events that attract locals and tourists. After they have created a brand for themselves, places like bars and restaurants will start to move in to the area.
#46 by Valentina Serna on 4/13/17 - 6:30 PM
#47 by Thomas Rivera on 4/13/17 - 7:19 PM
#48 by Miranda Underwood on 4/13/17 - 7:57 PM
I am so grateful you’ve written such a honest article about the Mimo district. I have worked in that area for five years and have seen the small improvements being made such as new developments and restaurants, but it’s so true that the area is still unknown to so many people. Whenever guests at my bar ask the name of that area I always say Mimo and they never recognize that name. The Mimo area has some of the best hidden restaurants in Miami, and the city should really stress shining light on those them to draw more tourists and locals there. I believe putting a decent farmers market as well would go over very well in that area. Placing signs at the entrance and exit of the Mimo district as you mentioned would be a great addition.
-Miranda
#49 by Alissa Fudge on 4/13/17 - 8:55 PM
I think everything the authors suggest with attempting to approve the image are exactly what the MiMo district needs. I think the company needs to get more recent information about them on the internet. Google is a lot of peoples go to thing when they need information about things. When I looked up historic districts to visit in Miami there was a second link that came up showing that there is a revitalization of the Mimo district going on and that it was becoming the new talk of the town (Vora, 2017). All five locations were things to do in the MiMo district (Vora, 2017); however, most of the articles about historic places were listing the Art Deco district. When I googled the actual Mimo district I did not see anything more recent than 2015. The article from 2015 did display a positive image of the Mimo district, showing how it has come from an area with drug dealers and gangs to an area where small business owners are moving their shops (Bonjnansky, 2015). I find it interesting that the MiMo association has not had any new articles listed where they come up when you search for the MiMo district. I think the association should have events scheduled to improve foot traffic and should advertise them through the newspaper, radio, and social media. I feel the MiMo district needs to do as suggested by improving their image, increasing safety, and having cleanliness (Ben Mrad, O’Leary, & Petrescu, 2017).
-Alissa
References
Bonjnansky, E. (2015, April 1). Finding MiMo. Inside the deals shaping the retro-revival of Miami’s new hottest neighborhood. The Real Deal, Inc. Retrieved from https://therealdeal.com/miami/issues_articles/find...
Ben Mrad, S., O'Leary, K., & Petrescu, M. (2017, April 3). Stay positive! A case of place marketing [Blog post]. Retrieved from http:// secure.business.nova.edu/marketing-blog/index.cfm/2017/4/3/Stay-positive-A-Case-of-Place-Marketing
Vora, S. (2017, April 11). Five places to go in Miami. The New York Times. Retrieved from http://www.nytimes.com
#50 by Jason Brett on 4/13/17 - 9:26 PM
#51 by Vashronda Sellers on 4/13/17 - 10:10 PM
The town that I live in is currently in the process of soliciting proposals for the development of the downtown waterfront. Unfortunately, the community is at odds over the best way to develop said waterfront. You have newcomers that would love to see a thriving waterfront equipped with parking, a park, dining and shopping. The longtime residents are not happy with this concept. They would like to see a waterfront that is similar to what is in place now. A “working” waterfront, one where fishing and shrimping boats are welcomed. Many of the longtime residents feel that too much development will bring unwanted visitor to the area. The newcomers see economic development. This is a battle that will probably not resolved anytime soon, as they are in the 10th year of discussing the same area.
Overall, I think if the City can come up with a positive plan that could possibly incorporate the varying opinions they may find a resolution.
#52 by Stephen Blumenthal on 4/13/17 - 10:16 PM
#53 by Alesha Washington on 4/13/17 - 10:19 PM
#54 by Victoria Vilsaint on 4/13/17 - 10:46 PM
#55 by Monique Hunter on 4/13/17 - 11:08 PM
#56 by Amanda Chavez on 4/13/17 - 11:24 PM
#57 by Jennybel Herrera on 4/13/17 - 11:57 PM
#58 by Ricardo Puyana on 4/14/17 - 2:26 AM
In regards with the article I agree that renaming the streets is a good strategy to improve the brand recognition of the Mimo District, nonetheless I believe a mayor step is not explained during this article. I believe that market segmentation to identify which market to attack. For example, it could be defined after research that the ideal market to attack would be of people born between 1940 and 1960. Having a target market would make it easier to define what types of event to organize and to promote. Also, it would allow to define where to advertise more effectively by looking for the best media to promote such activities like magazines, newspapers, social media among others, that are more related to the target segment.
In conclusion, I feel the article does a good job describing the situation but lacks a target segmentation strategy to solve the issue, without segmentation all events and activities would be like shooting in the dark, perhaps they will have a lucky guess and produce positive results but it will most likely be done ineffectively.
Mrad, B., O’leary, K., & Petrescu, M. (2017). Stay Positive! A Case of Place Marketing. Retrieved from: https://secure.business.nova.edu/marketing-blog/in...
#59 by Nikesh Patel on 4/14/17 - 5:18 PM
#60 by Khyllah Melton on 4/14/17 - 10:57 PM
#61 by Anna Tivenius on 4/15/17 - 10:35 PM
#62 by Camila Mangieri on 4/16/17 - 4:03 PM
In 2009 Design District was just a forgotten neighborhood that housed small-businesses and furniture stores. Today Design District houses all luxury brands flagships and real state value has doubled the price. Design District is just a couple of blocks away from MiMo, with the being said I believe MiMo can become just as prominent and prosperous as Design District. Yes there is crime all over downtown Miami including Brickell. However is all about attracting the right investors to open new business in that area. Attracting hotels, leasing properties, dinning and retail stores that can build and restore the soul of MiMo.
#63 by Engers Duran on 4/16/17 - 7:46 PM
#64 by Marianne De Armas on 4/16/17 - 7:57 PM
#65 by Terri-Ann Bethune on 4/16/17 - 10:46 PM
The blog states that, “the area(MiMo) had a negative reputation and was known as an area with high crime rate. In addition, there was a high volume of traffic on US 1 which was the main artery on the Boulevard..…..Therefore, revitalizing the boulevard has been a priority by the MiMo association so that the area who used to be one of the top destinations of celebrities such as Franck Sinatra can once again become the destination of locals and tourists and attract more real estate investments. (Mrad, B., O’leary, K., & Petrescu, M., 2017).
I believe that the marketing strategies that are currently in place are effective enough to bring about the population that is being targeted. It is important to note that investors are quickly purchasing homes and property in the surrounding areas, which will also add to the MiMo revitalization plans. I do not believe that too much time and effort need to be spent on more marketing at this time, because for those who watch and understand markets. The rising property value and the business that is already moving to the area are doing well and as more buildings are revitalized the areas wealth will continue to expand. Trying not to get political in my response.
I most certainly agree with some of the steps provided to bring about more people: capitalizing on the positive aspects, scheduling mega-events, launching familiarization tours, and using selective promotions. Ultimately remaining positive, while bringing in people from all different walks of life. Once all the surrounding areas are tied in, the MiMo District will be another hot spot for elite, as well as the everyday citizens looking for variety.
Mrad, B., O’leary, K., & Petrescu, M. (2017). Stay Positive! A Case of Place Marketing. Retrieved from: https://secure.business.nova.edu/marketing blog/index.cfm/2017/4/3/ Stay-Positive-A-Case-of-Place-Marketing
#66 by Allan on 4/27/17 - 1:08 PM
References: http://fitsmallbusiness.com/local-marketing-ideas/...
#67 by Camila Carvalho Passos on 5/19/17 - 8:59 PM
#68 by Janel Garcia on 5/24/17 - 10:47 AM
#69 by Carvis Durr on 5/31/17 - 12:27 PM
I think New Orleans, Louisiana Bourbon Street has experienced some of the things that Mimo has. I have family who lives in New Orleans and although I grew up 45 minutes outside of the city and knew the city pretty well, we would always be aware and cautious when visiting Bourbon Street due to crime. The luxury that New Orleans has is Mardi Gras and the awesome food, therefore the attraction has been long lasting and the marketing and branding of the city hasn’t taking much a hit due to the high crime rates.
#70 by Nour Haykal on 5/31/17 - 9:15 PM
This reminds me of the situation in regards to the Design District in Wynwood. Once known to be in the center of the “ghetto” but now is the prime location for all high end designer stores. The Design District is still struggling to get rid of their previous reputation because crimes are still being committed, but they continue to spread word and open newer stores every chance that they get. In order to prevent these crimes from occurring, if someone makes a large purchase in one of the stores, the security helps escort them to their vehicle so that none of the clients are robbed at gunpoint.
Although MiMo does not have to worry about this type of event occurring, they have been engaging their community in order to enhance their reputation. There are several types of marketing strategies that MiMo could use. They could definitely advertise the Vagabond as both a restaurant and art gallery, everyone in Miami loves to visit these type of trendy places. Also, the Design District occasionally has free yoga in the middle of their shops, and since yoga has been extremely popular within the last couple of years, this could be used as a way to initiate people within the community to visit MiMo. By doing so, it will open more doors to more individuals coming to see what the community is about on regular days and to advertise any specific spots within MiMo or future events that would be occurring.
#71 by Manuel Valdiviezo on 5/31/17 - 9:32 PM
Source: http://www.city-data.com/city/Detroit-Michigan.htm...
#72 by Allison Brown on 6/1/17 - 10:46 AM
The Beach Street area in downtown Daytona Beach has experienced many of the same problems as MiMo. The area is in a great central location and is right on the river. It is a beautiful area with interesting architecture and plenty of parking. However, it also has a high proportion of unoccupied buildings, some crime, and has the reputation of being frequented by homeless people. The community hosts events in that area, but the several blocks that comprise the area only have a few stores and restaurants that have been able to survive. New businesses open but don't last. The events are successful, the area has not been able to engage the community outside of special events.
#73 by Myrlene Charles on 6/1/17 - 12:55 PM
#74 by Teddy Noboa on 6/1/17 - 2:18 PM
I am originally from Dominican Republic and in one of the capital’s main avenues, we have a boulevard that has experienced many of the same issues the MIMO District has already faced. The purpose of this boulevard was to openly showcase Dominican culture, emphasizing our artistic tendencies and rich history. In the late 90s, this boulevard became a popular destination and was often full of tourists given the many features and unique atmosphere it possessed. Similarly to the MIMO District, the boulevard is now unrecognizable and a true shadow of its former self. Presently, it is a rare sight to see people walking the boulevard. This area has seen the exit of most of its businesses and crime rates have skyrocketed. It is also not rare to find homeless individuals sleeping on benches and utilizing the site as a temporary refuge. Unlike the MIMO District where the association has implemented a rebranding strategy to restore the destination to its former glory, this boulevard remains a desolated area with clear signs of abandonment. I believe that if a strategy similar to MIMOs is implemented, the boulevard can potentially be restored. It is my hope that someday this thought can become a reality and the boulevard is once again functional and available for all.
#75 by Bill Price on 6/1/17 - 8:17 PM
#76 by RUTH OWENS on 6/1/17 - 8:22 PM
I am not a Florida native. Therefore, I am always willing to discover new areas of this beautiful city. I have lived in South Florida for about eight years, and this is the first time I learn out about the MiMo District. It is disappointing to read how this area is filled with an abundance of history, art, and culture. Yet, it has no traction do to its negative reputation as a lonely area for its high crime rate. The MiMo District is also relatively near to Wynwood, an area that has become very popular in the past couple of years. In addition, the great news is that local newspapers have shown support for MiMo’s events and are promoting the area’s projects, restaurants, and events. Although, it is difficult to maintain this support, with the correct marketing strategies and the appropriate positioning, they may be able to attack the much needed investors to bring the area back to light. In order to revive this town, it would be essential to continue attract great media sources who is willing to support them.
Can you think of other places that have experienced the same problems as MIMO?
I was raised in Cali, Colombia. A city known for its warm weather, great music, interesting history, amazing food, and friendly people. The Colombian natives are very welcoming to tourist and enjoy the presence of foreigners. Although, the city attracts a large amount of tourism, it has received bad reputation for theft and danger over the past 10 years. Because it is a country with a grand amount of poverty, natives have resulted to stealing and mugging those that potentially have more money than themselves. Luckily, I have visited Cali many times and this has not happened to me. Unfortunately, this beautiful city has developed a bad reputation and many individuals are reluctant to visit because of it.
#77 by RUTH OWENS on 6/1/17 - 8:27 PM
Can you think of other places that have experienced the same problems as MIMO?
I was raised in Cali, Colombia. A city known for its warm weather, great music, interesting history, amazing food, and friendly people. The Colombian natives are very welcoming to tourist and enjoy the presence of foreigners. Although, the city attracts a large amount of tourism, it has received bad reputation for theft and danger over the past 10 years. Because it is a country with a grand amount of poverty, natives have resulted to stealing and mugging those that potentially have more money than themselves. Luckily, I have visited Cali many times and this has not happened to me. Unfortunately, this beautiful city has developed a bad reputation and many individuals are reluctant to visit because of it.
#78 by Jonathan Pickett on 6/1/17 - 8:28 PM
#79 by Adriana Bates on 6/1/17 - 10:58 PM
A similar situation to MiMo that comes to mind is the old Fashion Mall that was located in Plantation, Florida. The Fashion Mall was known for its high-end stores and restaurants until Hurricane Wilma damaged the residing Macy's in 2005 and brought the downfall of the mall in 2007 with the last impressions of it as being dirty and rundown. The Fashion Mall was later abandoned, and different companies made many different plans for using the large space. It wasn't until March 2017 that demolition started and the plans of Plantation Walk, containing condos, offices, stores, and restaurants, would begin. Like MiMo, the old Fashion Mall / soon to be Plantation Walk had a bad reputation during the downfall and not a lot of traction. In order to get people interested, developers will need to use the important steps listed in the blog, "capitalizing on positive aspects, scheduling mega-events, launching familiarization tours, using selective promotions, and repairing negative images" (Ben Mrad, O'Leary & Petrescu, 2017).
Ben Mrad, S., Ph.D., OLeary, K., Ph.D., & Petrescu, M., Ph.D. (2017, April 3). Stay Positive! A Case of Place Marketing [Web log post]. Retrieved June 1, 2017, from https://secure.business.nova.edu/marketing-blog/in...
Huriash, L. J. (2016, May 24). Demolition of shuttered Fashion Mall begins as new plans for Plantation property take shape. Retrieved June 01, 2017, from http://www.sun-sentinel.com/local/broward/fl-plant...
#80 by Freddy Lugo on 6/1/17 - 11:25 PM
Can you think of other places that have experienced the same problems as MiMo? –When I think of places that have thrived in the past, but now are struggling to find itself is the city of Detroit. Back in its glory days, the motor city was a booming town where it hosted many of the top American automobile companies. However, given the overregulation, poor management, etc., Detroit experienced a bust that continues to cement its stronghold in its culture.
-Freddy
#81 by Naomi Garcia on 6/1/17 - 11:36 PM
#82 by Kim Young on 6/1/17 - 11:58 PM
#83 by Mishawn Beckford on 6/2/17 - 12:01 AM
Two cities I know of that are undergoing revitalization efforts are Camden, NJ and Newark NJ. Camden is located in Southern New Jersey and is situated on the Delaware River across from Philadelphia, PA. Camden's waterfront is picturesque but economy and infrastructure has declined over the years. Also drugs and crime are problematic. Although it is very close to Philadelphia it is rarely a destination because of the deterioration across the city. Efforts are being made to revitalize the waterfront and attract people from surrounding areas. Newark, NJ is located in North Jersey. It is quite close to New York City which would make it prime land. Because of Newark's crime and economic challenges it does not appeal to those looking for living arrangements in the area. Efforts are being made to improve the city and to attract outsiders.
#84 by Naomi Garcia on 6/2/17 - 9:12 AM
#85 by Cale Beckman on 6/2/17 - 9:37 AM
An area that went through this same struggle was DUMBO in Brooklyn. This area was an industrial area across the river from Manhattan that became rundown and unattractive. As Brooklyn became overpopulated businesses started to move there and developers started to convert the abandon industrial buildings to apartments. The area also had many historical features such as cobblestone streets and unique architecture. People were reluctant to move there at first and real estate was very inexpensive. After heavy promotion and a naming to “DUMBO” people began to see the benefits of being in a hip area, with access to Manhattan, and they started to flock there along with many restaurants, and other businesses. It is now one of the most expensive areas in Brooklyn to live…
#86 by Hope Canida on 6/4/17 - 11:08 AM
Years ago, this happened in Tampa’s historic district of Ybor City. As a child, I would attend class field trips to visit the cigar factories and learn of the cities histories. As I got older, the main drive of Ybor City which is known as 7th Avenue, became a party spot lined with nothing but nightclubs (as an aside, I was a beer tub girl down there in my early 20’s and I attended classes at the Ybor HCC campus---no idea how my mother survived that life stage). The area was also most known for its parades such as the Knight Parade during Gasparilla, the St. Patrick’s Day Parade, and Guavaween. There was even a “Chicken Parade” in the month of November, and I still have no idea why that was other than everyone loves a parade. I recall that after the bars closed at 3a.m., there were always fights in the streets and arrests. It was worse after a parade and it really was not safe. Former Mayor Pam Iorio set out to change the image and nightlife scene of Ybor City. Businesses were starting to come into the district, but they were having trouble drawing customers other than drunk 20 year olds because families could not come to Ybor. The first thing that went was your ability to walk down 7th Avenue either drunk or publicly drinking.
Ybor City is still known for its nightlife, but it also has so much more to offer now. It is a mecca for young professionals living and working in the area. There is fine dining, the movie theater is safe and there is a heavy police presence in the evenings. I believe the revitalization of that area was so successful because the entire Tampa community was involved and working together to achieve something better in a district that really is beautiful.
#87 by Esteban Dominguez on 6/4/17 - 3:01 PM
I believe that Detroit is another place that has experienced the same problems as MiMo. What is a well known and beautiful city is continuously tarnished by negative media coverage. This makes it harder for businesses to want to "start up" there because with such negativity it would seem hard to grow. I believe that if the media continues its negative outlook on Detroit that the city will continue to suffer no matter how gorgeous of a city it is.
#88 by Megan Houcek on 6/4/17 - 8:39 PM
#89 by Adam Powers on 6/4/17 - 10:03 PM
I notice trends in cities that are on the comeback around the United States. One of these cities is Bentonville, AR, where the Walmart Global HQ is located. While there are thousands of employees, most of which are quite wealthy, they do not live in Bentonville; they live in surrounding areas on land. For years there has been a decline in the local business revenue in the downtown area of Bentonville. There were not many apartments or restaurants, and no signs of new investments happening. As the retail world is moving into the digital space, Walmart purchased Jet.com and has been expanding the workforce to younger employees who are desiring downtown apartments over 3-acre homes. The downtown Bentonville scene is booming with expansive coffee bars like Onyx Coffee, and public spaces, parks with long trails, and restaurants to attract families and younger generations into town. The trends in these cities can be seen in the fitness scene; new boutique gyms or chains, cafe scene; small, local, healthful cafes, and the park scene; places to walk a stroller and walk a dog. When these begin to take precedent in city planning, it attracts the money-spending families to reinvigorate the local economy.
http://www.bentonvillear.com/
#90 by Ariel Crockett on 6/4/17 - 10:54 PM
One popular abandoned city is Bannack, Montana. It was founded in 1862 when John White discovered gold on Grasshopper Creek. After gold was also discovered in nearby Virginia City, many prospectors moved there and the road between the two towns became the scene of more holdups, robberies and murders than almost any other stagecoach route.
#91 by nicole del campo on 6/4/17 - 11:36 PM
This post is a perfect example of how a company can fail to reach all audiences or possible target markets. I was born and raised in Miami, Florida and I have never heard of the MiMo District. Today I learned that MiMi is located in my hometown on Biscayne Boulevard between 54th and 77th street. I learned that it is a place where people go to see art deco styles and happens to be here since World World in 1945. It seems as though MiMo may have lost their place for a while but with dedication and support from the community and the neighboring areas, they were able to reposition themselves in the market. While I had no idea this place existed, if people knew this location as a place with high crime rate, I would not have visited even if it may of had good places to eat. Unfortunately, I have found that if consumers say it is not located in a safe area then most likely you will not find many consumers like myself at MiMo. I think it's important to figure out ways to promote MiMo so that consumers who may have fears like myself will feel like they can visit and have a good time without worrying about the location.
Can you think of other places that have experienced the same problems as MIMO ?
The only other place that I can compare to MiMo is Wynwood. I have lived in Miami all my life and while I had heard of Wynwood, I never visited up until a few weeks ago. Wynwood was always considered to be a really dangerous area since there were a lot of crime incidences that occurred there and were seen on the news. It wasn't until recently that I had the courage to finally visit. Why? Everyone that had visited Wynwood said that although it wasn't the most safe area there was so much to do and it wasn't as bad as it used to be. There were many places to visit to see art or to eat a good meal. I think the best marketing they had was presence. MiMo needs more positive word of mouth advertising.
#92 by S Patterson on 6/4/17 - 11:43 PM
A similar area was the Sistrunk Historical District in Broward County.
#93 by Gabriela Rodriguez on 6/4/17 - 11:51 PM
Another place that has experienced the same problems as Mimo is Coconut Grove in Miami, FL. In the 50's, artists from all over the US and Europe settled in Coconut Grove and established studios. It wasn't unusual to see artist setting up easles on the sidewalks and painting local scenes. Coconut Grove was the first community to promote the business of the creativity industry as a sustainable tool for economic development, in all art forms. Unfortunately, the development of this diverse city actually began to divide the town into two sections, east and West Grove, which was primarily black and economically depressed. Grand Avenue is the main street that runs through both sections. This is where much of the criminal activity began to occur, which decreased it's tourism revenue and has caused a lot of "iconic Coconut Grove" business to move out.
#94 by Helder Lucas on 9/12/17 - 7:45 PM
A similar area which is going through an adverse impact due to the crime rate and government regulation is the Barcelona, Spain. This city is known as a pickpocket country of the world. It has high unemployment rate; the economy survives on the tourists funding. It has great criminal activities due to the pick picketers and thieves. Though it has a great architect and most of the tourist considers it as a beautiful destination with the exotic, picturesque sites. But, this place also needs a major reform and requires a step up in promotional and marketing campaigning’s along bringing a change in the city.
References
Hall, W. (2016). (Un) Making the Food Desert: Food, Race, and Redevelopment in Miami's Overtown Community.
#95 by Ayanah Rolle on 9/12/17 - 11:48 PM
In my opinion, Mimo's case is similar to that of the 20th Street Shopping District in Miami. As a frequent visitor to Florida over the past 20 years, within the last 6-7 years, the surrounding area have been labelled as a high crime area and doesn't seem to boast of the once laid back, inviting shopping area that I was used to. Instead more visitors prefer to patronize the bigger Malls and Outlets where it is perceived to be much safer and the environment more regulated. This too can be an area that is re-branded and marketed in such as way that meshes culture, history and style to change the negative image which has been created.
#96 by Gloria Abreu-Fontana on 9/14/17 - 7:37 PM
MiMo District was known for it's Art Deco style after the Second World War and the destination for many celebrities. MiMo District also had a negative reputation and was known for high crime rate. The MiMo District is now trying redeem themselves from a negative reputation by connecting with the local media such as newspapers and blogs by promoting projects, restaurants, and events to get the district back to it's friendly atmosphere. Since the MiMo District is taking the initiative to rebuild and re-brand themselves and the history of the place it once was, it will gain the eye of tourists and locals and the district my regain it's self-proclaimed title as the town of art and can replenish all monies that were spent catching the public eye along with gaining revenue.
Can you think of other places that have experienced the same problems as MIMO?
Coconut Grove is another place that experienced the same problems as the MiMo District. Back then Coconut Grove used to have many festivals and was a hot commodity for many tourists and locals for it's diverse culture. Over the years Coconut Grove started to deteriorate and the crime rate and poverty rate started to increase. Now Coconut Grove has been trying to rebuild their area by revitalizing their malls, building monuments for the history of their area, and having multiple areas for your to express yourself such as art studios, parks, and etc. They're trying to rebuild the image it was once known for and I'm here for it.
#97 by Monique Rowe on 9/15/17 - 11:48 AM
#98 by dexter fehl on 9/21/17 - 8:26 AM
That thing that stood out to me most when reading this blog post was that things change over time. Keeping up with the market and staying within the currents trends and styles is a big part of being successful. No matter how popular or successful an area is, it is with the utmost importance that they continue to use marketing strategies to further grow their business or in this case a whole district. MiMo needs to completely re-brand themselves with the support of the community, neighborhoods, and stakeholders so that celebrities from all across the country once again view this district as a fun art/historic destination.
Can you think of other places that have experienced the same problems as MIMO?
One place I can think of that relates to this situation is a local venue called Firestone Live. This was a relaxed place you could go out for a few drinks and listen to live music for a nice night out but over the years it turned into a typical club. Until recently Firestone Live made major changes. They wanted to get back to the live music feel so they made major upgrades and renovations. They completely remodeled the entire building making it a much more friendly atmosphere as well as changing the name from Firestone Live to Venue 578. They are still in the process of gaining those long time customers back but they are headed in the right direction. Just like the MiMo district Firestone live started to feel like a unsafe environment but now that they have remodeled it already feels a lot safer.
#99 by Mykella Mitchell on 9/21/17 - 10:40 PM
If a high crime area can in Philadelphia create change, then so can this MiMo district. It will take various parties on all levels of the system and the community but with determination and work together can improve revenue and the historic value to different organizations, schools, and tourists.
#100 by Anisha M. on 9/21/17 - 11:43 PM
#101 by Aleksandra Cvjeticanin on 3/31/18 - 1:27 AM
In MIMO one of their major strengths is the support and the connections they have built with the media and the local stakeholders such as the Sun Sentinel. This is beneficial to them because MIMO will be heard about and if it is positive people will start to come out and see what its all about. Today, the major targets to market to are young adults because they are always looking for new areas to hang out and explore and they will post it on their social media accounts. When looking for places to eat, go out, and shop at Instagram has won in this area. I feel that if MIMO is able to give into the world of social media they will be off to a great start and it doesn’t take long. This is one of their strongest marketing areas.
The first place that I thought of when I read about MIMO was Wynwood. Wynwood is an area in the Miami Art District, which became very popular a few years ago as the new place for lunch, brunch, and going out at night. Before Wynwood became a popular destination by locals and tourist it was known as a high crime rate area that have no tourists or events going on. If you didn’t live in the area you probably didn’t know about it. Now Wynwood has some of the most popular restaurants offering a selection of foods, music, arts, shops, and nightlife. While at Wynwood you will be able to spot some of the most luxurious cars and even celebrities at times. Through marketing, investing, and building a vision Wynwood was able to make a 360-degree circle and become very successful.
#102 by Phu Ung on 4/2/18 - 11:58 AM
#103 by Brian Phillip on 4/5/18 - 9:25 AM
The 1950’s and 1960’s, based on what I have been hearing was a great time for Miami Deco Art which attracted people like Dr. Martin Luther King, and Muhammad Ali, and others to the area all the time. However, I do not see anything been done to reflect the exhibition of these good times via a Muhammad Ali or Dr. Martin Luther King Museum of the Arts etc. to enhance the important of this Art Deco Area. If the MIMO Association, could develop a revitalization plan that could the City of Miami, to reinvest some funds with other local and national investment companies, who now provide fund for historical districts, like Washington, D.C. With a few historic museums being build forcing on the good times of 1950’s and 1960’s theme, the MIMO District Area, could eventually draw a few millions of people from all over the world to its daily tours around the city, which could once again be make this area, a historic site people would want to come to.
#104 by Loyda Lacina on 4/5/18 - 7:50 PM
In order to get MIMO to be a good “comeback story” they have to market, market and market in order to get this place on the Map for locals and tourists. It’s good that they have a good strong relationship with media outlets, such as the Sun Sentinel, Biscayne Times, Miami Herald, and Miami New Times, because the media can make you or break you when it comes to your business in all types of industries. These days social media is a must have and they can strengthen the neighborhood by getting the word out there on social media like Twitter, Facebook, Instagram, Miami.com, and any other places where they can advertise all that the MIMO district has to offer. They should really try and attract more businesses and investors to their neighborhood, by offering buildings, land and other assets at a good rate not at a premium. They should really focus on the core essence of the history that some with this neighborhood and buildings, by maybe setting up free tours to inform people of the history made in MIMO and how it began. They need to try and market the young and mid-age generation as they are foodies, and love to try all types of different foods, try different beer and wine and looking for a social setting to unwind. The News Times which is not only a newspaper but also advertises online is a great source to use to get the word out to the crowds that love to go out at night and are looking to try something new. They should try and get Food Trucks out there as a form of attracting people as this is a very popular attraction these days and have them in outside setting where it puts the people in the middle of the main MIMO area so they can go and walk down the street to go and look at all of the places on the main avenue and then they can go back and talk about it to their friends. A lot of times its word of mouth and people that have good experiences will tell their friends and so on. They can also put some other type of venues in this area for all types of cultures, and include places where people can listen to live music, see some Artwork and other historic displays in a museum on MIMO.
A place that came to mind that had kin of the same challenges was Coconut Grove, as I was growing up and still is surrounded by a very bad neighborhood, crime, drugs, and it was dirty. They brought a movie theatre and mall in the main building the May Fair, restaurants, bars, clubs, hotels, different stands all throughout the grove to try and make it a place where locals and tourists could come to have a good time. It was also a different type of neighborhood and all the stores and shops were in outside type of setting which made it more enjoyable. Unfortunately, if you crossed over one street north, south, east or west, you would be in a bad area and could be in danger. The city, community and the local law enforcement took action to help clean up a lot of the area, but it was still plagued with a bad reputation of being surrounded by drug houses and crime so they weren’t attracting much business and a lot of stores went out of business. Later through the years the city and other outside investors decided to invest more in the buildup of Coconut Grove and gave it a reboot, added some other restaurants, bars, shops and places to attract locals to come back. They managed to clean up the grove a lot better and with the different media outlets they were able to rebuild and attract other businesses to open shop and revitalize Coconut Grove.
#105 by Myriam Valdez on 4/7/18 - 10:27 PM
Then, they can take advantage of their strengths and use their connections with the local media to let the people know that safety has increased in the area. Once they have taken care of the crime issue which is the main reason why people stopped going there in the first place, then they can move on to promoting this location. But first, they should also make sure that the place is clean and welcoming before moving into this second phase.
According with the blog, there is much work to be done. Hence, they can start with the basics such as putting up a sign indicating people that they are arriving to the MiMo district. Another way that they can also promote themselves is by adding MiMo in the what do list of many Miami Magazines. Tourists are constantly looking around to find out what to do and a lot of them like to see Art Deco. Thus, if they can rebrand themselves in a positive way this time, I believe they can get many tourists to go visit MiMo district in a heartbeat. I know that fixing a negative image can be hard, but it is not impossible. Many companies have been through this and have been able to restore its reputation through honesty and hard work.
Furthermore, I reside in South Beach, one of the places MiMo wishes to be like one day. However, I feel that as years go by less and less people are coming to South Beach and celebrities are not seen as much as in previous years. I remember when I first came to Miami in 2004, I used to walk in Ocean Drive a lot and many times encountered famous people sitting in restaurants or walking by, but that does not happen anymore. It used to be much more exclusive than what it is now. I think this is happening because of crime too. There have been multiple shootings here in South Beach recently and in past years as well. Thus, South Beach might be facing a somewhat similar problem as MiMo, but I hope people keep coming to visit South Beach because it is a paradise! And I also hope that MiMo can recapture what it used to be back in the day.
#106 by Michelle Valdes on 4/9/18 - 3:01 PM
Through this blog I can say I was able to learn how important it is to work on appearance in order to attract customers. It would seem that MiMo has been struggling for years to get through this slump and only now are they finally achieving something. I have also been able to learn how important it is to have good connections with the media when trying to promote a new location or product. I can see how important it is to not only have the strong connections but also maintain proper appearance and conditions when trying to maintain a business. Although I had never heard of Wynwood before I do know that they to had struggled to attract the public when they first started promoting art there. I am aware that if you stray just a few blocks out of the main area, you will encounter the sketchy and unsafe parts. This can deter people from visiting as they’re concerned for their own safety and the safety of their belongings. Wynwood has still managed to maintain restaurants and other businesses regardless of its location and I believe MiMo can learn much from that.
#107 by Michelle Collins on 4/10/18 - 2:36 PM
What stood out the most to me was the lack of coordination and consistency within the marketing message being distributed by the media. All of the target opportunities mentioned and marketing approaches are on point, but the author often cites concern around the delivery of consistent messaging. The author specifically states “one of the weaknesses is related to the inconsistent media image of the area and a lack of coordination of stakeholders when dealing with the media. In the past, the media’s attention towards the destination has always been negative in terms of the location’s crime and neglected facilities. The new attempts of publicity continue to conflict with the negative image that MiMo still receives from other media outlets.” The author goes on to say “a weakness in the marketing and communications tools is the lack of consistency in the promotional efforts.” The negative messaging along with the lack of signage in and around the area does nothing to promote the town image. The town has to have a coordinated multi-channel marketing effort that seeks to close all the gaps and advertise the town as the next South Beach to include online advertising and physical advertising in and around the town. In order to attract folks to the town, the town should hold family oriented free events, such as summer concerts, art shows, music events etc. Such events should be coordinated in partnership with local businesses and media and included in the town website. I agree with the marketing objectives outlined at the end of the article, but ultimately, I would argue that their biggest issue they need to overcome right now is message consistency and winning over the media in delivering the right brand message and image.
My own city, Raleigh NC, actually has undergone a revitalization project in the downtown area a couple of times and has now become quite the place to be. We always had the museums and the capital building downtown, but there weren’t really any nice streets to stroll and stop for a coffee or lunch etc. The city attempted to fix this by pedestrianizing Fayetteville Street, the main artery in the center of town leading from the Duke Energy Performing Arts Center to the State Capital Building. This, however, failed because no one wanted to have to park and walk to the area. They reversed this and reinstated the street parking. Today, this area is the most popular are downtown and lined with restaurants and bars and coffee shops and also home to the New Year’s Eve event in Raleigh. In addition to the food and beverage vendors, this area is now home to several large hotel chains and also pricey modern downtown apartments.
#108 by Sandy Joseph on 4/10/18 - 11:38 PM
However, for about ten years now, I have seen a major change encompassing these once frightful streets. Companies and investors alike are driving out the factors of undesirables so as to rejuvenate and reconstruct the visions of optimism and comfort living accompanied with opulence. For instance, like MiMo, there is another major overhaul that took place within the city lines that is now known as the Design District. Before becoming the high-end brand name laden sector on the opposite side of Miami Beach, this area was once overrunning with polluted streets and disdain. Yet, fast forward to today, nestled just south of Lemon City and right next to the infamously crime ridden neighborhoods of Overtown, “The Design District is home to over 130 art galleries, showrooms, creative services, stores, antiques dealers, eateries and bars” (“Miami Design District”). Therefore, I have gained the insight that through constant revamping and the gathering of like-minded people, the brilliance in marketing strategies such as utilizing m-commerce marketing to necessitate the broadcasting of new storefronts and increasing connections to consumers, the evolution of a once downtrodden neighborhood as delineated in this article is inevitable.
References
Miami Design District. (n.d.). Retrieved April 10, 2018, from
http://www.miamiandbeaches.com/places-to-see/desig... (Links to an external site.)Links to an external site.
Kotler, P., & Keller, K. L. (2016). Framework for Marketing Management. (Sixth ed.). Boston: Pearson.
#109 by Kassandra Hernandez on 4/12/18 - 12:29 PM
a. The message that was being brought to the readers attention was the inconsistency of the media. It was difficult for Mimo’s association to reach out to the public about the efforts that they were making. They were trying to restore what was once a beautiful landmark, however, their efforts were being tarnished due to the negative media feedback. By continuing to promote in a positive light and creating strong relationships with their stakeholders and consumer Mimo would be restored to it true potential. I agree with the author that restaurants and retailers is strength for their restoration efforts, but it is crucial to be consistent with their advertising tools. Those advertisements can eventually launch events to expose what Mimo is now. This can create a large enough exposure for the media to all be on the same page.
2. Can you think of other places that have experiences the same problem as Mimo?
a. My home country has experienced lack of tourism due negative feedback and physical destruction to beautiful landmarks. I remember going back to visit my family and everything that was bright and vibrant was falling apart. Less and less people were visiting due to the control of the communist politics. Now that these politics are slowly being diminished it will be a challenge to restore what it once was. The media needs to be more positive, stripping away all the bad talk of crime and poverty. They also need to restore relationships that was once lost and restore all our historic landmarks. Efforts to rebuild and the right marketing tools can reestablish their image.
#110 by Latisha Harris on 4/12/18 - 8:15 PM
Moving forward to the 2000’s, under the management of Goldman Properties, Wynwood was revitalized. Tony Goldman, owner of Goldman Properties, led the gentrification of Wynwood and has now made it a thriving, artsy neighborhood that has attracted an influx of tourists and residents. There’s also an assortment of retailers, bars, restaurants, and art galleries. Wynwood is now a popular tourist attraction where companies conduct tours through the area, and the community hosts neighborhood art-walks where tourist and residents go through the streets to view urban inspired art. (Picket, 2014)
Despite MiMo District having challenges with revitalizing the area, there’s still a possibility for a positive outcome, such as with Wynwood. During the different stages of rejuvenating the MiMo District, being consistent, and as the blog suggested staying positive during the process is imperative. According to the blog, the promotional efforts varied and didn’t correlate back to the history that MiMo District was trying to reinvigorate. Thus, the company should vigorously campaign the historic value of the neighborhood. Host events and experiences that will bring businesses and the community out is also a good idea. Since safety is a concern, explore ways to make sure visitors feel protected. Furthermore, creating a positive brand image can promote the favorable changes that have taken place. An example of this is when “New York City had bad press in the 70’s until the “I Love New York” campaign” came about. (Kotler & Keller, 2016, p.246) This positive branding made New York appealing again to tourists.
References
Piket, C. (2014, August 27). History of Wynwood. The Magic City-Miami History. Retrieved from http://miami-history.com/history-of-wynwood-miami/...
Kotler, P., & Keller, K. (2016). A Framework for Marketing Management( 6thed.). Boston, MA: Pearson
#111 by Brandie Sanchez on 4/14/18 - 9:18 PM
I learned from reading this blog that consistency is everything along with branding and imaging. Driving in that area of Miami one does not see noticeable signs that they are in MiMo and the website has great information but it’s not being utilized properly due to lack of brand promotion. Another great learning aspect from this blog is that leadership (i.e. stakeholders) play a dynamic role in the success and positioning of a product in relation to the media. One of a stakeholder’s role is to have a plan and stick to that plan as well as create a buzz for their product (product, in this case, being MiMo).
Other places that have experienced a problem similar to MiMo would be Baltimore, Maryland. In the 60s and 70s, Baltimore was the happening place. It’s where many marches for the civil rights were conducted. It was a major destination with lots of attractions and things to do for out of town travelers. After so many years, tourism died down. With Washington DC being 45 mins away, the many new developments, restaurants, nightlife, and things to do taking place in that area, Baltimore saw a decline in travel. It does not help that Baltimore is known for its crime, so much so, that there was an HBO television show based on life in the city which does not portray all of Baltimore -not by a long shot. The riots that took place in 2015 put a drastic hurt on tourism even more so that hotels in the downtown Harbor area were feeling the effects in the form of a drastic loss in revenue. Now, Baltimore is slowly gaining better exposure. People are more inclined to travel there now that things have calmed down but it’s most certainly not the same as it once was. For someone born and raised in Baltimore, it’s hard to watch. The governor of Maryland and Mayor of Baltimore have not done their best (in my opinion) to help ease the stress of out-of-towners or even residents within the city. There is definitely a lack of trust. There’s also been a lack of consistency and it definitely shows. The both of them should be on one accord, coming together to bring the city back to what it used to be. I seem major changes from that three years ago but we have a lot more work to do.