fdi and territorial marketing · reflect the unique selling proposition that sets your location...

Eurochambres AcademyBrussels, 28-30 January 2008

FDI and territorial

marketing

Image buildingImage building

Bénédict de Saint-Laurent General Delegate, ANIMA

January 2008 © ANIMA 2008 2

How to create a country /territory image?

Objectives –from general to specificReputation enhancement–eg. The New France (vs. clichés)Develop awareness about changes –example of Wales recoveryCreate 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 MEDAShow niches & bargains –eg. MacedoniaLead generation –eg. generate tenders in a privatisation call

MethodsUsual PR/communication/media planning approachBut a specific mix, since territories are complex productsAttraction is also about perception, feeling, cultural links


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?


Some communication channelsPromotion

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

Articles, radio,TV, interviews, books, press conferencesAdvertising

Website, ads, posters etc.Public Relations

Events, road shows, online events, exhibitionDirect marketing, sales

Telemarketing, e-mail, magazines Personal relationships

Meetings, seminars, CRM, customer services

Exercise 5. Can you quote some other media?


Why investors ignore messagesToo long, not synthetic enoughNot to the point (irrelevant)Too general, not specific, with concrete value addedBiasedNot “audience-driven” (but for internal use)Obsolete, unreliable, or inaccurateIncompleteWrong timing or distributionDifficult to understandWrong format, poorly presentedSlow in coming or irregular


Key challenges of content

65% -200% : the annual rate at which enterprise content volume is growingThe web content volume is growing dramatically: about 15 billions documents on the visible web70% : how often content is re-created rather than re-used25% : the rate of enterprise paper documents are misplaced and will never be located11 millions US dollars : the annual waste for a 1000-person for manual document handling

(Source: Vitalis.com for ANIMA)


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 studiesand 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…


Australia


Berlin


Dubai


Wales


Northern Ireland


New York


Other communication toolsImportance of:

People, EDA staffNon-planned communication

Spot opportunitiesFeedbacks after contacts

Electronic mediaInternet (web site, e-mailing, extranet)PowerPoint for presentations and road-shows An efficient example: weekly

news by Invest in DK


Web approachExercise 6. Which site do you prefer? Italy vs. Japan…

Assume you are an investor


Web approach /2

Hong Kong vs. Dubai


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


Creating MessagesFocusing 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 locationsPolicies to develop « poles de compétitivité » are another example of this approach

Using a « development package » approachSome locations may be unable to define a USP. This approach is based more on a a combination of factors and the cumulative benefitsPresented individually, none of the elements would be sufficiently persuasive


Examples of good

communicationMacedoniaNew countryFrequent/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)


Good communicationTurkeyJoint 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

[email protected]

fdi and territorial marketing · reflect the unique selling proposition that sets your location...

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