Fdi attraction academy   step 1 - How to Find Potential Investors for your Region
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Fdi attraction academy step 1 - How to Find Potential Investors for your Region

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7 key Marketing Strategies & Tools to find Potential Investors for your region: ...

7 key Marketing Strategies & Tools to find Potential Investors for your region:

1. Determine the Industries to Develop and specific companies to attract to your Region

2. Determine your Networking Strategy: Associations & Events

3. Find & monitor opportunities with Google Alerts

4. Find & monitor opportunities on Twtiter

5. Find & monitor opportunities on Linked In

6. Find decision makers on online databases and contact them

7. Validate your Message: Surveys & Keywords

Go through the ebook and make sure you IMPLEMENT these steps or contact us to help you put together your Investor attraction campaign: strategy@fdiattraction.com

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Fdi attraction academy   step 1 - How to Find Potential Investors for your Region Fdi attraction academy step 1 - How to Find Potential Investors for your Region Presentation Transcript

  • www.FDIAttraction.com How to find Potential Investors By Xavier Hurtado FDI Attraction Facilitator Marketing Strategies & Tools to Attract Industrial, Commercial and Touristic projects to your region. FDI Attraction Academy STEP 1
  • Strengthening Communities … One Economic Development Professional at a time! Legal Notice • The publisher has strived to be as accurate and complete as possible in the creation of this eBook, notwithstanding the fact that he does not warrant or represent at any time that the contents within are accurate due to the ever-changing environment we now live in. • While all attempts have been made to verify information provided on this publication, the Publisher assumes no responsibility for errors, omissions, or contrary interpretation of the subject matter herein. Any perceived slights of specific persons, people or organizations are unintentional. • In practical advice books, like anything else in life, there are no guarantees of results. Readers are cautioned to reply on their own judgment about their individual circumstances to act accordingly. • This book is not intended for use as a source of legal, business, international commerce or financial investment advice. Any recommendations or advice given in this publication is the publisher’s personal opinion based on his own experience. All readers are advised to seek services of competent professionals in legal, business, international commerce or financial investment fields before acting on something that the publisher has written or recommended. Please understand that there may be some links contained in this guide that the publisher may benefit from financially. • The material in this guide may include information, products or services by third parties. Third Party materials comprise the products and opinions expressed by their owners. As such, the publisher does not assume responsibility or liability for any Third Party material or opinions. • The Publication of such Third Party materials does not constitute the publisher’s guarantee of any information, instruction, opinion, products or services contained within the Third Party Material. The use of recommended Party Material does not guarantee any success and or earnings related to you or your organization. Publication of such Third Party Material is simply a recommendation and an expression of the publisher’s own opinion of that material. • By reading this guide, you agree that Marketing Crafter, LLC and the publisher are not responsible for the success or failure of your business decisions relating to any information presented in this guide.
  • Strengthening Communities … One Economic Development Professional at a time! Week 1 - Marketing tools to find Potential Investors This week we'll cover 7 strategic tools that will help us find investors and shape our message and media with the adequate marketing sequencing to attract them, engage with them and get to a negotiation stage. Make sure you take notes at each stage of the process so that you can implement these steps while you build your campaign to attract investors to your region. Each one of the steps, will have a link that will direct you to use the tool we explain there. We encourage you to click on each one of them and do the exercise we suggest you do. To begin this lesson, let's suppose you want to attract a Automotive Manufacturing investment and you want to assemble a strategic plan with an assembly plant + supply chain integration (TIERS 1, 2 and 3) and turn it into an industrial cluster (Industry + Government + Academia) How would you begin?
  • Strengthening Communities … One Economic Development Professional at a time! Suspect Prospect Lead Opp Investor Investor Nurturing Early Mid Late The Investor Process to Land in your Region 1. Suspect: potential investors you meet at a trade show, association or discussion group on Linked In. 2. Prospect: Subjects that got interested in your website and registered for an ebook or webinar. 3. Lead: Prospects that keep on visiting your website thanks to your follow up communications 4. Opportunity: Leads that already trust you and request a Consultation Call or to visit your Region 5. Investor: An Opportunity that decides to Invest in your region. This graph will show you the process in which Potential Investors will go with every touch point that you perform with them. This week we will focus on the tactics and tools that will help you to find SUSPECTS (Potential Investors) that you will be able to attract to your region.
  • Strengthening Communities … One Economic Development Professional at a time! What we’ll cover today: 7 Marketing Strategies & Tools to Attract Investors to your Region 1. Determine the Industries to Develop and specific companies to attract to your Region 2. Determine your Networking Strategy: Associations & Events 3. Find & monitor opportunities with Google Alerts 4. Find & monitor opportunities on Twitter 5. Find & monitor opportunities on Linked In 6. Find decision makers on online databases and contact them 7. Validate your Message: Surveys & Keywords
  • Strengthening Communities … One Economic Development Professional at a time! Determine the Top 3 Industries to develop in your Region 1. Determine the top 3 Industries you want to attract to your region: Be as specific as you can to target and decide which industries to attract and develop. Then make sure there is a clear value proposition for them. If you are after manufacturers, will they be in the automotive, aerospace, appliances, food, medical, technology or other industries?
  • Strengthening Communities … One Economic Development Professional at a time! Look for specific companies per Targeted Industry 2. Go to Google and make a list of at least 5,000 companies per industry to attract. If you aim for less, your campaign will have less opportunities of success. Make sure you attract companies that will bring more growth to your region than their own operations! If you attract OEMs (Original Equipment Manufacturers) or Commercial Leaders, they will eventually bring their top suppliers with them
  • Strengthening Communities … One Economic Development Professional at a time! Determine your Networking Strategy: Associations 3. Make a list of the Associations that your list of companies belong and attend to. Make sure you get their list of annual events and browse through their blogs to look for opportunities. Usually, you will find calls to action like “Call for speakers” or “Call for papers” at different associations. How can you join those associations and offer “Lectures” or “Presentations” to help their member companies to expand operations to your region?
  • Strengthening Communities … One Economic Development Professional at a time! Determine your Networking Strategy: Trade Shows 1. Make a list of the Trade Shows & Events that your list of companies will attend Make sure you plan attendance to at least 1 event per month. If you have budget problems – LOOK FOR SPONSORS and always test every event with a WEBINAR or EBOOK before you even decide to attend! How can you offer a SEMINAR for Decision Makers about the Investment Opportunity in your region at those Events?
  • Strengthening Communities … One Economic Development Professional at a time! Find & Monitor Opportunities with Google Alerts Create a Google Alert for your targeted companies, associations and events Go now to http://Google.com/Alerts and create them with a Weekly delivery to your email. Monitor, document and act on the opportunities with decision makers to attract and help them invest in your region!
  • Strengthening Communities … One Economic Development Professional at a time! Find & Monitor Opportunities on Twitter Follow & connect with your target companies, associations, events and publications on Twitter. When you use the Advanced Search tool in Twitter, you will be able to target, find an connect with potential investors. Monitor for Opportunities with your target companies & Start broadcasting about the opportunity of investment in your region
  • Strengthening Communities … One Economic Development Professional at a time! Find & Monitor Opportunities on Linked In Follow & Connect with decision makers from your target companies, associations, trade shows and publications Go to http://www.linkedin.com and start connecting with decision makers through discussion groups. Monitor for Opportunities with your target companies and find ways to engage with Decision Makers
  • Strengthening Communities … One Economic Development Professional at a time! Find contact data of decision makers from your target companies on Data.com, Netprospex, Zoominfo or Manta Send a direct email or Linked In INMAIL to those decision makers to invite them to an online seminar about how to expand their profits in by investing in your region. You can then follow up with them with a personalized outbound telemarketing service to make sure your potential investors received your message. Find decision makers on Databases and Contact them Make a very solid database of decision makers and contact them with an Attractive Invitation to a Seminar, Presentation or Ebook!
  • Strengthening Communities … One Economic Development Professional at a time! Calibrate the wording of your messages to decision makers with the Adwords and Trends tools from Google Make sure you select your keywords strategically, since they will help to position your website and communication strategy on search engines and social networks Validate your Message: Keywords Find the best keywords & the top 10 cities where they are being searched & match it to the regions of your target companies
  • Strengthening Communities … One Economic Development Professional at a time! Validate your Message: Surveys If you want to attract investors with engaging messages, it would be great if you asked them what they were looking for. Create a 10 multiple-choice question survey on Gizmo or Survey Monkey to ask your potential investors about their preferred topics about investing in your region. Will they need information about consumer market, labor cost, ease of doing business, incentives, taxes, tariffs?
  • Strengthening Communities … One Economic Development Professional at a time! What we covered today: 7 Marketing Strategies & Tools to Attract Investors to your Region 1. Determine the Industries to Develop and specific companies to attract to your Region 2. Determine your Networking Strategy: Associations & Events 3. Find & monitor opportunities with Google Alerts 4. Find & monitor opportunities on Twitter 5. Find & monitor opportunities on Linked In 6. Find decision makers on online databases and contact them 7. Validate your Message: Surveys & Keywords WHAT’s NEXT? GO & IMPLEMENT NOW!
  • Strengthening Communities … One Economic Development Professional at a time! Will YOU Be Our Next Success Story? At FDI Attraction we are on a Mission: To help Economic Developers to attract Industrial, Commercial and Touristic Investment projects to their regions one Professional at a time through the Strategic Planning and Promotion of commercial missions and global investor attraction Campaigns. We invite you to accept our challenge: “Attract Foreign Investors in 12 weeks”
  • Strengthening Communities … One Economic Development Professional at a time! Let’s see the framework in which we will address this program “Attract Foreign Investors in 12 weeks” 12 weeks of hands-on training organized in 7 stages: Stage 1: Identify the target industries and companies based on regional strengths (week 1) Stage 2: Develop a soft landing program to facilitate investment (weeks 2 and 3) Stage 3: Develop an “Investment Opportunity” Seminar & Book (weeks 4 and 5) Stage 4: Develop the marketing materials: website + mobile app + webinar + videos (weeks 6, 7 & 8) Stage 5: Organize a regional commercial mission (weeks 6 & 7) Stage 6: Launch international campaign (weeks 8, 9,10 and 11) Stage 7: Evaluating what worked: metrics, analytics and lessons learned (week 12) Note: starting from week 1 you will be able to implement changes to your current investor attraction and retention process that will help you grow your region.
  • Strengthening Communities … One Economic Development Professional at a time! What contents will we cover each week? Our 12 week program will include the following elements: 1. Outcome of the campaign: specific profile and number of targeted investors to attract to you region. 2. Strategy: creating an irresistible value proposition and selecting the right media 3. Human capital needs: internal and external team to make the strategy happen 4. Technology requirements: software and other tools to provide the right information needed for your potential investors 5. Strategic contents needed: local directories, costs, maps, and so on. “Attract Foreign Investors in 12 weeks”
  • Strengthening Communities … One Economic Development Professional at a time! This week we will guide you to:  Review or develop long-term vision development scenarios for your region Review your regional strengths: putting together the right feasibility studies based on the long-term vision Determine the International market trends that bring an opportunity for your region Identify of key business players in the global market and their long term visions Determine the regional strategies and players that will implement the long-term vision and sequenced plan Determine a “unique value proposition” for international investors Stage 1: Identify the target industries and companies based on regional strengths (week 1) “Attract Foreign Investors in 12 weeks” 12 weeks of hands-on training organized in 7 stages:
  • Strengthening Communities … One Economic Development Professional at a time! Week 2: Pre-investment stage: now we will guide you to Document all the site selection information required to facilitate a cost-effective location decision: infrastructure and real estate Document all the suppliers and distributors that could integrate with the international investor Document all the human resources information: skills, academia, unions, costs and trends Document all the international trade information: customs & logistics Document all the start up legal, operational and environmental permits Document all the costs of doing business in your region Stage 2: Develop a soft landing program to facilitate investment (weeks 2 and 3) “Attract Foreign Investors in 12 weeks” 12 weeks of hands-on training organized in 7 stages:
  • Strengthening Communities … One Economic Development Professional at a time! Week 3: Develop an Incubator business model to facilitate international investment. Now we will guide you to:  Develop a Start Up Program: offer cutting through the red-tape, fast-track start up or incubator programs offering incentives  Develop a local administrative umbrella program for international investors: legalities, customs, human resources, fiscal, accounting, compliance, and so on. Stage 2: Develop a soft landing program to facilitate investment (weeks 2 and 3) “Attract Foreign Investors in 12 weeks” 12 weeks of hands-on training organized in 7 stages:
  • Strengthening Communities … One Economic Development Professional at a time! Week 4: Now we will guide you to convert the investment opportunity into an attractive presentation for a seminar:  Reveal the international market opportunity to be served from your region Show graphs and projections Show a logistics model with key players to serve their end consumers Stage 3: Develop an “Investment Opportunity” Seminar & Book (weeks 4 and 5) Interview local business owners and foreign investors already doing business as testimonials of your pro-business environment Show a cost model simulation that makes investors relate to your regional project As a call to action, offer a scheduled commercial mission to host them in your region and offer them your soft landing program to facilitate the investment process “Attract Foreign Investors in 12 weeks” 12 weeks of hands-on training organized in 7 stages:
  • Strengthening Communities … One Economic Development Professional at a time! Week 5: Then, we will guide you to convert your seminar presentation into a well-documented book and publish it Convert the different topics covered in your seminar for a book that shows the international opportunity of investing in your region When inviting the targeted investors to your seminar or webinar, sending them the book about the investment opportunity in your region will show them how serious your community is about this project. Make sure you use an integration marketing strategy, offering at the end of each chapter a link or QR Code that takes them to watch a personalized report and video about your region. Stage 3: Develop an “Investment Opportunity” Seminar & Book (weeks 4 and 5) “Attract Foreign Investors in 12 weeks” 12 weeks of hands-on training organized in 7 stages:
  • Strengthening Communities … One Economic Development Professional at a time! Stage 4: Develop the marketing materials: website + mobile app + webinar + videos (weeks 6, 7 & 8) “Attract Foreign Investors in 12 weeks” 12 weeks of hands-on training organized in 7 stages: Week 6: at this point, you should be ready to start the creation of your global website and videos, where you will be guided to: Integrate the Investment Opportunity including FAQs, Cost Simulator, Testimonials and Success Stories Include your Investment “Soft Landing Program” Have all your local information: maps, infrastructure, connectivity, accessibility, quality of life, videos, whitepapers and downloadable flyers Design investor capture pages offering your webinar, ebooks, whitepapers, etc Create and design an investor relations and education nurturing system: drip marketing with key content and calls to action  Translate your website presentation to different languages
  • Strengthening Communities … One Economic Development Professional at a time! Stage 4: Develop the marketing materials: website + mobile app + webinar + videos (weeks 6, 7 & 8) “Attract Foreign Investors in 12 weeks” 12 weeks of hands-on training organized in 7 stages: Week 7: At this point we will guide you to record an automated webinar for your region and schedule live webinars at least once per month  You will convert the seminar presentation into a video where you or someone from your team explains the “Investment opportunity” and “soft landing services” in your region. You will then post it on demand and synchronize it to the investor nurturing system where you will give more arguments, stories, testimonials and calls to action to request a tailored cost model or a business agenda.
  • Strengthening Communities … One Economic Development Professional at a time! Stage 4: Develop the marketing materials: website + mobile app + webinar + videos (weeks 6, 7 & 8) “Attract Foreign Investors in 12 weeks” 12 weeks of hands-on training organized in 7 stages: Week 8: Now we will guide you to develop a mobile app  Tablets and smart-phones are very used today, especially when investors are visiting different regions. Bring all your “Investment Opportunity” information into a mobile app. Make sure you integrate key locations into a regional map that they can synchronize with their GPS. Provide information about your regional tours and soft landing services Make sure you provide your contact information with a 1- touch-dial system
  • Strengthening Communities … One Economic Development Professional at a time! Stage 5: Organize a regional Commercial Mission (weeks 6 & 7) “Attract Foreign Investors in 12 weeks” 12 weeks of hands-on training organized in 7 stages: During this stage, you will be guided to visit and arrange with local decision makers the future visit of foreign investors, making them aware of the objective and integrating them into an economic development team. Investment tours usually have a guided visit to:  Government offices: to learn about the region and incentives Local and foreign business owners established in the region, including suppliers and distributors Logistics and real estate infrastructure Academic and quality of life infrastructure Soft landing service providers and business incubators
  • Strengthening Communities … One Economic Development Professional at a time! At this stage you will be guided to launch the investor attraction campaign with a weekly evaluation:  Prepare and launch an international press release  Prepare and launch articles and case studies to promote your region.  Prepare and launch a scheduled campaign for social media: Twitter, Facebook, Flickr, Delicious and Linked In (discussion groups)  Prepare and launch promotional presentations on Slideshare, Powershow and Issuu.  Prepare and launch videos on youtube, and other video portals.  Send direct mail invitations to targeted investors for the seminar or webinar  Start a telemarketing campaign to targeted investors inviting them to attend the webinar or seminar  Prepare and launch an international referral program Stage 6: Launch international campaign (weeks 8, 9,10 and 11) “Attract Foreign Investors in 12 weeks” 12 weeks of hands-on training organized in 7 stages:
  • Strengthening Communities … One Economic Development Professional at a time!  Evaluating results and conversion rates at each one of the stages of your investor attraction campaign  Potential investors impacted through your campaigns  Potential investors responding to your campaigns  Investors who attended the seminar or webinar  Investors that requested their registration for the investment tour or a personalized business agenda Stage 7: Evaluating what worked: metrics, analytics and lessons learned (week 12)  Documenting lessons learned and readapting your investor attraction system on an ongoing basis  Depending on the results of this campaign, you might evaluate whether or not to host a regional virtual trade show “Attract Foreign Investors in 12 weeks” 12 weeks of hands-on training organized in 7 stages:
  • Strengthening Communities … One Economic Development Professional at a time! • Virtual academy with live sessions through teleconferences and webinars. • Length: 12 weeks with 2 sessions per week: 1 for content and the other one for questions and answers (Q&A) • 24/7 access to our private members site with marketing materials, ebooks and tools. • Intended for economic, community, industrial and touristic developers looking to attract international investors to their regions • Limited seats: 40 openings per group • Admission process: you need to apply and get an Investment Attraction Assessment. Investment: 1 payment of $997 USD Or 3 monthly installments of $397 USD Pre-requisite: Implementation commitment “Attract Foreign Investors in 12 weeks” Methodology
  • Strengthening Communities … One Economic Development Professional at a time! When you register you will have immediate access to:  Our Region-Investor Matrix including 20 business indicators to filter as critical success factors.  Tactic tools and resources to implement your campaigns to attract and retain customers to your business.  Directory of key suppliers who can help you when you outsource tasks. Additional benefits of the challenge “Attract Foreign Investors in 12 weeks”
  • Strengthening Communities … One Economic Development Professional at a time!  Leaks at the investor attraction stage  Leaks at the investor engagement and nurturing stage  Leaks at the investor conversion stage: commercial missions  Leaks at the investor soft landing stage  Leaks at the supply chain integration stage Request your evaluation now and “Attract investors in 12 weeks” http://www.FDIAttractionAcademy.com When you get registered, you will receive an Investment Attraction Assessment that will help us review your current investor attraction process with the following reports: Do you want to know if you qualify for this challenge? “Attract Foreign Investors in 12 weeks”
  • Strengthening Communities … One Economic Development Professional at a time! Start your Foreign Investor attraction campaign now! Option 1: Join our Challenge and “Attract investors in 12 weeks” http://www.FDIAttractionAcademy.com Option 2: Request our Foreign Investment attraction services: http://www.fdiattraction.com/request -a-proposal.html
  • Strengthening Communities … One Economic Development Professional at a time! If you have any questions or comments: Join the Conversation or contact us! Twitter.FDIAttraction.com LinkedIn.FDIAttraction.com Facebook.FDIAttraction.com Mail: strategy@fdiattraction.com US Direct Ph. +1 (915) 235-2966 Skype: xhurtado Xavier Hurtado CEO & FDI Marketer + Consultant www.linkedin.com/in/xavierhurtado strategy@FDIAttraction.com Twitter: @fdiattraction www.FDIAttraction.com