Our publications

The attractiveness of a region isn't something you guess. It's something you measure. And not just through impressions or feelings. It's a precise, rigorous process, built on a solid data infrastructure. At Agence ALPS, we've developed the Attractiveness Model Canvas , a tool that connects a regional analysis to a series of open APIs across France and Europe. This isn't a consultant's stance trying to impress. It's a concrete approach, based on reliable and up-to-date data. I

Territorial marketing is a bit like a big stage where each territory puts on its own show. But how can you make your region the undisputed star? How can we attract businesses, tourists and investors in the same breath? I invite you to dive together into the most effective territorial marketing strategies, those that make territories vibrate and propel them to the forefront of the economic and tourist scene.

Looking to boost your company's online visibility? You've come to the right place. Finding a business SEO agency isn't easy. It's a bit like searching for a guide in a dense and ever-changing digital jungle. But don't worry, I'm here to guide you every step of the way. Together, we'll explore how to find the perfect agency that will propel your business to the top of search results.

Launching an omnichannel campaign is a bit like orchestrating a symphony where each instrument must play its part perfectly. But how much does it really cost? What factors drive up the bill? And above all, how can you optimize your budget without sacrificing quality? Today, I'm taking you behind the scenes of omnichannel CRM campaign pricing. Get ready to discover the closely guarded secrets of these costs, with concrete examples and practical advice. Omnichannel CRM Campaign

In a world of fierce competition, how can a company stand out? How can it capture the attention of a potential client? The answer is simple: by partnering with a specialized marketing agency. But not just any agency. An agency that understands the local market, its specificities, and above all, the needs of businesses in the tourism sector and other economic sectors. Today, I'll take you on a journey to discover the services offered by a marketing agency. You'll see, it's a v

There are worlds that theorized and practiced, long before the civilian world, what business leaders and regional managers are now urgently rediscovering: the distinction between strategy and tactics. The art of war, as codified by Sun Tzu twenty-five centuries ago. Modern military command, as embodied and formalized by General Pierre de Villiers in his writings. And top-level rugby, as practiced by the All Blacks with an admirable consistency. Three worlds, three experiences

There was a time when a travel agency's success was measured by the number of tickets sold, trips booked, and brochures distributed. The transaction was king. Today, this model is no longer sufficient—and to claim otherwise is to slowly condemn oneself to becoming a mere middleman in a chain controlled from beginning to end by the major aggregators. The real battle is no longer fought on price. It's fought on knowledge. The Single-Booking Trap Booking, Expedia, Google Travel:

Discover the LEGO® Serious Play method: a structured workshop to align stakeholders, clarify the vision and prioritize a territorial action plan. In a context where regions must contend with multiple expectations (residents, visitors, economic stakeholders, institutions), the challenge is no longer simply to "communicate better," but to clarify a vision, align stakeholders, and transform ideas into actionable decisions. However, traditional workshops quickly reach their limit

International marketing has become essential for businesses looking to expand beyond their national borders. In an increasingly connected world, it is crucial to understand how to adapt your strategies to reach diverse markets. This article explores effective international marketing strategies that can take your business to new heights. A bustling market with a variety of local products. Understand your target market Before diving into the strategies, it is essential to under

Project management is a constantly evolving field, where innovation plays a key role in the success of initiatives. In a world where customer expectations and market demands are changing rapidly, adopting innovative solutions is essential to ensure project success. This article explores different approaches and tools that can transform project management and improve results. A modern workspace with project management tools. The importance of innovation in project management I

In a world where competition is increasingly fierce, every business seeks to maximize its leads and increase its value. But how to achieve this? This article will guide you through effective strategies to analyze your marketing and improve your results. Understand the importance of marketing analysis Marketing analysis is crucial for any business wanting to grow. It allows you to: Identify market trends: Understand what your customers are looking for. Evaluate campaign effect

Grégory Pouy put it forcefully: in a century, a decision-maker must now make 22 times more decisions in a single day. This brutal data exposes the cognitive crisis we are going through: permanent hyper-demand. In this context, Silence is no longer a luxury; it is a critical cognitive resource. The territory that values ​​and protects Silence does not only invest in aesthetics, but directly in the performance of its inhabitants. In the Attractiveness Canvas, Silence is at the

In territorial attractiveness, Cold, or more precisely regulated freshness, is becoming the most eloquent indicator of territorial strategy. In the Attractiveness Canvas, Security encompasses protection against climate risks. However, warming does not only threaten our health; it threatens the very infrastructure that protects us. The main oversight in our strategies for dealing with heat is the dryness of the buildings. Excessive heat subjects materials to unprecedented stre

For decades, the attractiveness of a territory was measured by its abundance. The water flowed in torrents, invisible and seemingly endless. It was a given, provided by a centralized infrastructure that no one questioned. Today, the paradigm is reversed. Water becomes the primary marker of a destination’s liveability and resilience. In my Attractiveness Canvas, the Ecology dimension is not limited to wilderness. It is defined by the concrete actions of local actors. This is w

Sylvain Tesson already wrote it in 2011: "Cold, silence and solitude are states that will be traded tomorrow for more than gold. On an overpopulated, overheated, noisy Earth, a forest cabin is the eldorado." In the forests of Siberia. This phrase should resonate with every human being, but for territories, this prophecy becomes a strategy. If we replace solitude with water, we obtain the triptych of tomorrow's livability. Since creating my Attractiveness Canvas in 2018, I hav

For years, Loyalty Marketing has too often been synonymous with: "Buy, accumulate, get a discount." It's a pricing strategy, not a relationship strategy. The fundamental problem is that the reductions are purely rational. Loyalty, on the other hand, is profoundly emotional and human. In the age of Social CRM, customer loyalty is no longer decreed, it is built. For a customer to stay, they must feel seen, recognized, and connected. To make this shift towards Smart Loyalty, you

Visual overload has transformed our daily lives into a battlefield for the retina. What if the true competitive advantage was no longer visible, but audible? Marketing campaigns invest fortunes to "capture" attention. Yet, engagement is often fleeting. In this race for visual content, we forget a sense that acts as a direct shortcut to the soul and memory: hearing. Sound marketing isn't just background music; it's a sensory signal that bypasses cognition. It doesn't seek cons

Often, the attractiveness of a territory or destination is reduced to its raw figures: its capacity to attract external resources (the Economy) or its positioning on the global stage (the International). The focus is on the simple Monetary Value of a good or service. That's where the trap lies. A place can be rich without being truly attractive. I created this matrix, the Attractiveness Canvas, in 2018. At the time, it was already about broadening the vision of a territory be

In a world of tourism where the advent of digital has profoundly changed the situation, globalized the offer or accentuated the divide between destinations and their territorial policies. Tourism stakeholders have also seen their jobs change. Their destinations became brands and marketing departments arrived to manage them like products. This is in an ideal world where there are no intermediate measures... The reality is that change is taking place but it is also accentuating

Arnaud de Baynast, Julien Lévy and Jacques Lendrevie define territorial marketing in Le Mercator[1] as the collective effort to promote and adapt territories to competitive markets to influence, in their favor, the behavior of audiences targeted by an offer whose perceived value is sustainably higher than that of competitors. Joël Gayet in his book “The New Territorial Marketing”[2], describes a discipline with a slightly more vague and poorly understood definition and which