global arena.com fdi online marketing

www.global-arena.com 1December 3, 2010

What are we going to cover

Title: Effective online promotion strategies.

website comparison best practicesSubtitle:

Agency website comparison and best practices.

www.global-arena.com03 December 2010 2

Thesis

An effective online FDI strategy increases opportunity

and reduces foreign investment transaction cost for

the investor and the investment promotion agency.the investor and the investment promotion agency.

S pecific

M easurable

A chievable

DealMaker


A chievable

R ealistic

T imely

Approach

� What is our goal for this training?

� What are the key common challenges of online FDI business?� What are the key common challenges of online FDI business?

� Problem thesis

� Lets look at some examples of the challenges (discretely)

� Possible responses how we can address the challenges

� Example of solution approaches (enthusiastically)

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� Example of solution approaches (enthusiastically)

� Recommendation and hand-out of best practice guideline

Training goals

For your training:

Share a set of low-cost high-impact best practices for

areas of online innovation

For your clients:

Provide the essential information to all relevant prospective

investors to have a decisive influence on the clients’ foreign


investors to have a decisive influence on the clients’ foreign

investment decision making.

Why it matters

Well, since you’re here so it appears to matter to you.

There is also a business case for a holistic online strategy:

• Clients’ “online” expectation

• Changing global FDI patterns

• Increasing complexity and competition

• Get more and better FDI deals

• Help clients decide for your location


• Help clients decide for your location

• Increase speed of deal making

• Reduce the transaction cost

Effective online strategy

The approach

www.global-arena.comDecember 3, 2010 7December 3, 2010 7www.globall-arena.com

The 15 key challenges of online FDI business

1. Research shows that 70% of IPA’s fail to respond effectively to <online> inquiries;

2. Inquiry response process is not standardized and lacks quality assurance;

3. Not engaging the client how he expects it and with what he needs;

4. The technical difficulty of reaching your target clients online;

5. Content is not aligned with the client problem and his decision making process;

6. Partial or fragmented coverage of the clients’ investment process (life cycle);

7. Focus is more “about us” and the IPA processes than on the client needs;

8. Investor relationship management is overlooked;

9. Communication is impersonal and not localized;

10. Strategic economic development focus not clearly defined or implemented;

11. Content is not aligned with economic strategy and related priorities;


11. Content is not aligned with economic strategy and related priorities;

12. Insufficient understanding of the IPA’s competitive environment;

13. Business eco-system of focus areas not sufficiently covered with information;

14. Claims are not or insufficiently objectified and fear of comparison;

15. Constant increase of complexity and competition.

Our point of view

1. An unstructured inquiry response process that lacks standardisation is the single

biggest obstacle for any effective online FDI business strategy.

No time, not enough resources, not enough budget and not the right capabilities are all

symptoms of strategic misalignment.symptoms of strategic misalignment.

2. An effective online strategy spans the entire investment process and thus your

entire business process.

If we hold this true than “online” is not a marketing task but a business priority.

3. Outsourcing and out-tasking is one effective response for an IPA to get access to

private sector experience, innovation and speed.

Because in-house capabilities are equally important as problematic concerning “online”.


Because in-house capabilities are equally important as problematic concerning “online”.

4. Complexity will increase further and faster!

Next in line are China promotion and global pro-active investor acquisition; Corporate

investors planning to move to bidding and auctioning of their FDI projects; diminishing

investor loyalty and most important global talent supply and demographics.

Examples of some of the challenges

1. Deal = content X reach X perception X emotion

2. The consultants (gatekeepers) - They do not deal 2. The consultants (gatekeepers) - They do not deal

nor think in emotions or perceptions

3. About us; our services; how we work;

4. Nr. 4 is so NOT good that I gave it its own dedicated

slideH


If you cannot manage email than you might as

well raise as much hurdles as possible:


Examples of the challenges

4. No focus on key business eco systems and related opportunities

5. Not easy to do business

• Global Investment Promotion Benchmark?• Global Investment Promotion Benchmark?

• IFC Investment Promotion Essentials study?

Our experience adds this:

• 70% of email never gets answered – trend negative

• 70+% of online forms are never responded toH - trend negative

• 70% of telephones not answered or no action – trend negative

But


• 70+% of LinkedIn mail gets answered – trend positive

• Why? Because we consider it PERSONAL

• Your biggest opportunity is your Creative & Entrepreneurial

community

Solution best practices

The Basics - rational assets and facts

• Connect - just-in-time 24X7

• Pass the gatekeeper

• Competitive – Comparative – Transparent

• Extension and expansion are also about your

business case


Case study - ThinkLondon

Solution best practices

Story telling - rational assets and facts

• Define your keyword epigraph – your brand language

• Talk business – opportunity language

Case study

www.czechinvest.com

pronicaragua


pronicaragua

Making it personal

By people – for people

• FDI decisions are about life

• FDI decisions are about trust

• FDI decisions are about talent that you should get

Case study

Bahrain


Bahrain

Social media is a multiplier

World Bank President Robert Zoellick's recent note to staff: "Make no mistake about it: this is no longer your grandfather’s World Bank. But we need to continue to change."World Bank. But we need to continue to change."


Social media impact for Global-Arena.com


Make it EASY

To invest and to keep invesing

• Both CRM and IRM

Case study

Croatia

Touchdown London

Czechinvest partnership program


Czechinvest partnership program

The DealMaker circle of investor and FDI influence ( )Company FDI Initiative starts

The client needs capabilities and Long-list selections

are made

Relative to the clients’ Investment Process

You now depend on:

�Your online exposure

�Managed perceptions

�Brand recognition

�Meaningful focus

�Presenting facts

Together we manage the clients’

extension and expansion

capabilities and expertise

Client defines needs, requirements and

drafts business case Client creates

tender document

are made

Client issues tender

Client processes inquiry responses

Location

Short-list selections

DealMaking

Here you set the rules and

raise the bar with your

Comparative Profile

�Presenting facts

Be absolutely personal

from here

MAKE IT EASY

To make the

difference

Tailor made and Personal

Your CRM process starts

here


Quality information is hard to obtain

Systematic option comparison proofs

difficult

Client involves external expertise

and data

Location ratings

This is the point where you

create your first head-start

advantage using Comparative

Ranking

Make it personal as early in the

client engagement process as

possible, leveraging your Blog and

Social Media initiatives

Five recommendations

1. Accept that you will have more work and learning to do before you

can get to the aspired business outcome – it is hard work;

2. The solution will consist of a multitude of platforms and technologies 2. The solution will consist of a multitude of platforms and technologies

providing you multiple channels for different market-sector

combinations;

3. Consider it a journey and respect the goal; Mount Everest is possible

if planned in 20,000 steps with 6 camps by a trained and determined

team. But the weather finally allows it to happen. Tip: if the weather (read as

your political circumstances) are no good do something else.

4. You will only succeed if the team learns to take pleasure from results


4. You will only succeed if the team learns to take pleasure from results

and progress on a daily basis – plan small steps.

5. Start the journey with your clients and involve them in your process.

Thank you


The company

Global-Arena.com

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Our playing field

Global Arena is the leading

innovator in online FDI business

• Free & Premium services

• Global coverage

• ChinaConnect initiative

• OpportunityConnect initiative

Solutions for private & public sector:

• Business Clusters

• Business Parks

• Commercial Real Estate

• City development agencies


• City development agencies

• Regional development agencies

• Metropolitan development agencies

• National Promotion agencies

Background and status

• 2003 University of Ghent develops a Scientific Algorithm Solution for resource

allocation, sponsored by Hewlett-Packard

2003-2008 • 2003-2008 Scientific Algorithm Solution deployed in HP and other blue chip

companies.

• 2008 Global-Arena.com is founded to create an online capability

• October 2009 www.global-arena.com goes live : We found a robust online

translation of our algorithm


• Today, we currently promote 53 countries with a total of 814 business

locations. By the end of 2010, the number will increase over 1000.

• Actual Google Page Ranking : 231.00 (expect yours to have 7 digits)

The future of FDI deal-making is online

• The most powerful and low cost way of global resource allocation

• Fast becoming the defacto FDI deal making platform for investors

• Enable global reach without a global organization

• Engaging online solutions differentiate and drive innovation

• Reduces FDI transaction cost

• Competition and transparency always lead to better economics


• Competition and transparency always lead to better economics

• The most effective networking