Eurochambres Academy

Brussels, 28-30 January 2008

FDI and territorial

marketing

Image buildingImage building

Bénédict de Saint-

Laurent General Delegate,

ANIMA

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How to create a country /territory image?

Objectives –from general to specific Reputation enhancement–eg. The New France (vs. clichés) Develop awareness about changes –example of Wales

recovery Create interest –cf. the extraordinary mood for India R&D ! Crisis management –see Egypt’s approach (video clips) New economic image–see ANIMA’s experience over MEDA Show niches & bargains –eg. Macedonia Lead generation –eg. generate tenders in a privatisation call

Methods Usual PR/communication/media planning approach But a specific mix, since territories are complex products Attraction is also about perception, feeling, cultural links

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Investor perception

Exercise Imagine you are a big investor

What is important for you when looking for a given location?

Are there compulsory factors?

Are there places where you would never invest? Why?

Are there places where you would fell comfortable? Why?

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Some communication channels

Promotion Flyer, brochure, website, newsletter, e-bulletin, video

clips Media

Articles, radio,TV, interviews, books, press conferences Advertising

Website, ads, posters etc. Public Relations

Events, road shows, online events, exhibition Direct marketing, sales

Telemarketing, e-mail, magazines Personal relationships

Meetings, seminars, CRM, customer services

Exercise 5. Can you quote some other media?

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Why investors ignore messages Too long, not synthetic enough Not to the point (irrelevant) Too general, not specific, with concrete value

added Biased Not “audience-driven” (but for internal use) Obsolete, unreliable, or inaccurate Incomplete Wrong timing or distribution Difficult to understand Wrong format, poorly presented Slow in coming or irregular

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Key challenges of content

65% -200% : the annual rate at which enterprise content volume is growing

The web content volume is growing dramatically: about 15 billions documents on the visible web

70% : how often content is re-created rather than re-used

25% : the rate of enterprise paper documents are misplaced and will never be located

11 millions US dollars : the annual waste for a 1000-person for manual document handling

(Source: Vitalis.com for ANIMA)

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Example of com. strategy for MED

Communicate frankly on the political risk: data on insecurity, breaches of agreement etc.

Invite reluctant companies, and especially rating agencies, on the MED field –so that they touch the current reality of countries

Show projects with strong profitability, convincing case studies and success stories.

Focus on political commitments, cf. MED Investment Charter Develop coordinated country campaigns with volunteer countries Create major events of regional size (cf. The Economist Summit) Get support from culture icons, sport & charismatic personalities Give evidence of the existence of State of right Promote the key good sides of business life in the south: network

effect, wheather, youth, human and cultural assets, nature…

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Australia

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Berlin

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Dubai

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Wales

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Northern Ireland

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New York

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Other communication toolsImportance of: People, EDA staff Non-planned

communication Spot opportunities Feedbacks after

contacts Electronic media

Internet (web site, e-mailing, extranet)

PowerPoint for presentations and road-shows

An efficient example: weekly news by Invest in DK

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Web approach Exercise 6. Which site do you prefer? Italy vs.

Japan… Assume you are an investor

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Web approach /2

Hong Kong vs. Dubai

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Creating Messages How can you turn your competitive advantages

into compelling sales messages? Your location is a product that you need to sell 

Match investors’ expectations with the location’s advantages (he/she is the customer!)

Reflect the Unique Selling Proposition that sets your location apart, as highly attractive (determined by a SWOT analysis)

Be accurate and truthful Be consistent in order to be effective (reflected in full

range of promotional activities) A clever approach can be achieved in showing an

understanding of the market to which you are selling and their domestic concerns

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Creating Messages Focusing Messages on sectoral advantages

A standard approach is to develop an argument of advantages and benefits span out of your identified USP

Based on comparative advantages with other locations Policies to develop « poles de compétitivité » are

another example of this approach

Using a « development package » approach Some locations may be unable to define a USP. This

approach is based more on a a combination of factors and the cumulative benefits

Presented individually, none of the elements would be sufficiently persuasive

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Examples of good

communication

Macedonia New country Frequent/simple ads in

int’al newspapers (FT, IHT, The Economist etc.)

The basics of investment attraction (flat tax, tech-parks, quick and free connections, free zones)

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Good communicati

on Turkey Joint ads with TNCs in

int’al newspapers (FT, IHT, The Economist)

Thank youANIMAANIMA

For a sustainable economic

development of the

Mediterranean

www.anima.coopwww.anima.coop

ContactsBénédict de

Saint-Laurentbsl@anima.coo

p