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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  • 1. www.FDIAttraction.com How to find Potential Investors Marketing Strategies & Tools to Attract Industrial, Commercial and Touristic projects to your region. FDI Attraction Bootcamp STEP 1 By Xavier Hurtado Foreign Direct Investment facilitator www.FDIAttraction.com Strategy@fdiattraction.com Based on the book: How to attract Foreign Investors to your Region: A 7 step roadmap for economic developers
  • 2. Strengthening Communities … One Economic Development Professional at a time! Step 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?
  • 3. 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. Today 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.
  • 4. 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
  • 5. Strengthening Communities … One Economic Development Professional at a time! Determine the Top 3 Industries to develop in your Region 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 like number of employees, location, certifications, annual sales, etc. Then make sure there is a clear value proposition for them. This means that you will have to determine the size of the real business opportunity there is for them. If you are after manufacturers, will they be in the automotive, aerospace, appliances, food, medical, technology or other industries?
  • 6. Strengthening Communities … One Economic Development Professional at a time! Look for specific companies per Targeted Industry Then go to Google and look for online directories to 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
  • 7. Strengthening Communities … One Economic Development Professional at a time! Determine your Networking Strategy: Associations 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?
  • 8. Strengthening Communities … One Economic Development Professional at a time! Determine your Networking Strategy: Trade Shows 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, EBOOK or direct marketing strategy 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?
  • 9. Strengthening Communities … One Economic Development Professional at a time! 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. Then create a monthly report that helps you monitor trends and that enables you to make budget decisions at the right place and moment. Find & Monitor Opportunities with Google Alerts Monitor, document and act on the opportunities with decision makers to attract and help them invest in your region!
  • 10. 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 out of the companies you selected in the previous steps. Monitor for Opportunities with your target companies & Start broadcasting about the opportunity of investment in your region
  • 11. 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. Note: make sure you have an optimized professional profile so that when potential investors look at you, they feel they are dealing with a world class executive. Additionally, you have access to 50 discussion groups and 50 subgroups, make sure you join targeted groups and start connecting there. When you join our academy, we will show you how to contact around 2,000 decision makers per month. Monitor for Opportunities with your target companies and find ways to engage with Decision Makers
  • 12. 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 Hoovers. 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. Be careful about SPAMMING. 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!
  • 13. 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
  • 14. Strengthening Communities … One Economic Development Professional at a time! 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 or even on Google Drive to ask your potential investors about their preferred topics about investing or doing business in your region. Validate your Message: Surveys Will they need information about consumer market, labor cost, ease of doing business, incentives, taxes, tariffs?
  • 15. 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!
  • 16. Strengthening Communities … One Economic Development Professional at a time! Will YOU Be Our Next Success Story? At FDI Attraction Academy we are on a Mission: To help Economic Developers to attract Industrial, Commercial and Touristic Investment projects to their regions or project through the Strategic Planning and Promotion of commercial missions and global investor attraction Campaigns. We invite you to accept our challenge: “Launch your global campaign to attract foreign investors to your region in 12 weeks”
  • 17. Strengthening Communities … One Economic Development Professional at a time! “Attract Foreign Investors in 12 weeks” Hands-on training organized in 3 blocks: Week 7: Structure and launch an international referral or brokerage program. Week 8: Organize and schedule commercial missions with clusters and associations. Week 9: Schedule presentations at events organized by embassies and consulates. Week 10: Organize in-person and/or virtual trade shows with B2B meetings. Week 11: Launch your commercial missions and books marketing on social networks. Week 12: Launch your commercial missions and books marketing on search engines. Week 1: Target the right industries, companies and Investors for your region. Week 2: Create a soft landing and incubator program for foreign companies. Block 1: Value Proposition Creation Week 3: Transform your Value Proposition into a Seminar and Book. Week 4: Transform your seminar into an automated webinar to post on your website. Week 5: Create a multilingual website with investor capturing and nurturing technology. Week 6: Create a mobile app about your region. Block 2: Global Marketing Campaign Design Block 3: Global Marketing Campaign Launch What contents will we cover each week?
  • 18. Strengthening Communities … One Economic Development Professional at a time! This week we will guide you to: Launch a regional long term vision plan integrating the needs and budgets (business opportunities from purchasing pools) of the triple helix (industry, academia and government). Integrate a directory of potential companies to attract to your region based on the business opportunities already detected. Identify the Commercial Offices of embassies and consulates of the targeted foreign companies that could offer their products and services in your region. Identify events and trade shows where the targeted companies will be participating. Identify the different business associations where the targeted companies gather. Identify key decision makers out of the targeted companies on Linked In and Data. Week 1: Target the right industries, companies and Investors for your region. “Attract Foreign Investors in 12 weeks” Hands-on training.
  • 19. Strengthening Communities … One Economic Development Professional at a time! 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 support or integrate with the international investors. 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. Create an incubator program that offers a turn-key integrated solution minimizing start up legal or cultural risks. Offer assistance to start sales or distribution operations in your region. Week 2: Create a soft landing and incubator program for foreign companies. “Attract Foreign Investors in 12 weeks” Hands-on training.
  • 20. Strengthening Communities … One Economic Development Professional at a time! Now we will guide you to:  Reveal the business opportunity to be served from your region showing graphs and projections.  Show a step-by-step program to start doing business in your region (your soft landing and incubator program) Interview local business owners and foreign investors already doing business as testimonials of your pro-business environment. Week 3: Transform your Value Proposition into a Seminar and Book. Publish your directory of companies doing business in your region including capabilities and needs in their supply chain. Show a cost model simulation that makes investors understand how much it will cost them to start doing business in your region, including human resources, real estate, utilities, compliance, and so on. Show links to key sections on your website to download maps, real estate flyers and to access the information that needs to be updated on an ongoing basis. As a call to action, offer a scheduled commercial mission to host them in your region or offer a straight proposal. “Attract Foreign Investors in 12 weeks” Hands-on training.
  • 21. Strengthening Communities … One Economic Development Professional at a time! Week 4: Transform your seminar into an automated webinar to post on your website. 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. “Attract Foreign Investors in 12 weeks” Hands-on training.
  • 22. Strengthening Communities … One Economic Development Professional at a time! Week 5: Create a multilingual website with investor capturing and nurturing technology. 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 (Frequently Asked Questions and Should Ask Questions).  Translate your website presentation to different languages (1 pager with a call to action to your English version). “Attract Foreign Investors in 12 weeks” Hands-on training.
  • 23. Strengthening Communities … One Economic Development Professional at a time! Week 6: Create a mobile app about your region. Now we will guide you to develop a mobile app integrating:  All your “Investment Opportunity” information.  Access to the cost model simulator.  Access to the regional directory of companies established in the region.  Key locations into a regional map that they can synchronize with their GPS.  Information about your commercial missions and soft landing services.  Business agendas services.  Meeting scheduler.  Contact information with a 1-touch-dial system. “Attract Foreign Investors in 12 weeks” Hands-on training.
  • 24. Strengthening Communities … One Economic Development Professional at a time! Week 7: Structure and launch an international referral or brokerage program. This week we will guide you to:  Determine all the companies that offer products and services that could offer a commission or finders fee to international brokers who bring business to your community.  Integrate a promotional catalog to educate brokers about those products or services.  Install a tracking system for your international promoters so that they can monitor the progress of their prospects.  Host and record presentations explaining the benefits and compensation plan of your referral program.  Launch an international campaign looking to attract consultants and brokers. “Attract Foreign Investors in 12 weeks” Hands-on training.
  • 25. Strengthening Communities … One Economic Development Professional at a time! Week 8: Organize and schedule commercial missions with clusters and associations. During this stage, you will be guided to visit and arrange with local decision makers the future SCHEDULED visits of foreign investors, making them aware of the objective and integrating them into an economic development team. Commercial missions 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, distributors and potential commercial representatives. Logistics and real estate infrastructure. Academic and quality of life infrastructure. Soft landing service providers and business incubators. “Attract Foreign Investors in 12 weeks” Hands-on training organized in 3 blocks:
  • 26. Strengthening Communities … One Economic Development Professional at a time! Week 9: Schedule presentations at events organized by embassies and consulates. At this point, you will be guided to get in touch with the Commercial Officers or Aggregates of more than 50 countries, being able to attend at least once per quarter to one of their International Trade events where you will be able to share the business opportunity of investing in your region. At these events, you will be able to promote:  Your printed and online investment guides.  Your cost simulator to start doing business in your region.  Your business services match making services.  Your soft landing and incubator services (how to start doing business in your region)  Your scheduled commercial missions. “Attract Foreign Investors in 12 weeks” Hands-on training organized in 3 blocks:
  • 27. Strengthening Communities … One Economic Development Professional at a time! Week 10: Organize and schedule commercial missions with clusters and associations. At this point you will be able to integrate a directory of industrial and business clusters and associations in different countries so that you can give your seminar or lecture presentation on “Why doing business with your region”. There are international and local organizations that gather companies from different regions around the world such as:  Chambers of Commerce  World Trade Center  Industrial Associations: Aerospace, Appliances, Automotive, Electronics, Medical Devices, Plastic injection molding, Machining, Finishings, and so many others.  Rotary Club The best of all is that they are looking to have presentations like the one of your region that encourages global trade. “Attract Foreign Investors in 12 weeks” Hands-on training organized in 3 blocks:
  • 28. Strengthening Communities … One Economic Development Professional at a time! At this stage you will be guided to launch the investor attraction campaign  Prepare and launch a scheduled campaign for social media: Twitter, Facebook, Flickr, Delicious, Digg and Linked In (discussion groups).  Prepare and launch promotional presentations on Slideshare, Powershow and Issuu.  Prepare and launch videos on YouTube, Vimeo and other video portals.  Schedule, record and post interviews in the shape of frequent podcasts on your website.  Prepare and launch an international press release.  Prepare and launch articles and case studies to promote your region and then post them on your blog and article sites.  Send direct mail invitations to targeted investors for the seminar or webinar. Weeks 11 & 12: Launch your commercial missions and books marketing on social networks and search engines. “Attract Foreign Investors in 12 weeks” Hands-on training organized in 3 blocks:
  • 29. 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: Individuals: 1 payment of US$997 or 3 monthly installments of US$397  Governments or companies: US$9,955 per group with up to 20 attendees Pre-requisite: Implementation commitment Methodology “Attract Foreign Investors in 12 weeks” Hands-on training organized in 3 blocks:
  • 30. 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 complimentary Investment Attraction Assessment when you register for our 12 week program at: 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 your FDI Attraction SCORE? “Attract Foreign Investors in 12 weeks” Hands-on training organized in 3 blocks:
  • 31. 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
  • 32. www.FDIAttraction.com 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 By Xavier Hurtado Foreign Direct Investment facilitator www.FDIAttraction.com Strategy@fdiattraction.com