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    Investor attraction stages Investor attraction stages Presentation Transcript

    • www.FDIAttraction.com How to maximize our resorces through the 7 Stages of the Investment Attraction Process By Xavier Hurtado FDI Attraction Facilitator FDI Attraction Academy
    • 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! Contents 1. How to market your region throughout the 7 Stages of the Investor attraction cycle: how to find, attract and land Foreign Investors in your Region 2. How to use the right marketing tolos: media, message and frequency to land those investors in you region. 3. Launch your global FDI Attraction Campaign.
    • Strengthening Communities … One Economic Development Professional at a time! HOW TO MARKET YOUR REGION THROUGHOUT THE 7 STAGES OF THE INVESTOR ATTRACTION CYCLE How to find, attract and land Foreign Investors in your Region
    • 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 is the typical graphic representation to Land Investors in your region. This presentation will show you what strategic questions to ask and answer while attracting projects to your region with your Marketing efforts.
    • Strengthening Communities … One Economic Development Professional at a time! Early Mid Late Find & Attract Suspects Capture Prospects Nurture Leads Convert Opportunities Land Investors Potential Investor Nurturing Upsell Investors Attract Suppliers Regional Vision Widening the Investor Attraction Cycle to a Regional Vision Where every Investment Attraction Campaign should start!
    • Strengthening Communities … One Economic Development Professional at a time! Late Upsell Investors Attract Suppliers Regional Vision 1. What Project or Cluster do you want to develop? 2. What type of Company would benefit the most by investing in that type of project? 3. What type of suppliers would they need? 4. What type of educational support would they need for the required labor? 5. What type of laws and regulations will they need to operate? 6. What will be the contribution of this project to the economy in jobs and income? 7. What type of services can local business owners offer on the administrative local side of the operation (Human Resources, Fiscal, Customs, Logistics, Finance, etc)? 8. Who are the local business owners that would benefit from this investment (Real Estate Owners, Construction companies, Logistics providers, etc) What Strategies, Tactics, Tools, Budget and Team will you need to help investors grow and integrate their supply chain? Widening the Investor Attraction Cycle to a Regional Vision
    • Strengthening Communities … One Economic Development Professional at a time! Early Mid Late Find & Attract Suspects Capture Prospects Nurture Leads Convert Opportunities Land Investors Potential Investor Nurturing Upsell Investors Attract Suppliers Soft Landing Services Making sure we Facilitate the Investment Landing
    • Strengthening Communities … One Economic Development Professional at a time! Late Land Investors Upsell Investors Attract Suppliers Soft Landing Services 1. Will you offer commercial missions for Investors so that they see first hand how their company would look there? 2. Will they need Local Intelligence to select the most cost-effective land or facility (accessibility to infrastructure, labor, utilities, consumer markets, etc) ? 3. Will they need a Local Manager or Service provider to do due diligence on properties and someone who has the “Know How” and the “Know Who” about how to do business in your region? 4. Will they need help finding distributors and/or local suppliers? 5. Will they need help to fill out all the paperwork required by Government Authorities to be fully compliant? 6. Will they need help to import and export their products saving on taxes and duties? 7. Will they need special help to bring expatriates with their families and belongings into your region? What Strategies, Tactics, Tools, Information, Budget and Team will you need to land investors in your region? Making sure we Facilitate the Investment Landing
    • Strengthening Communities … One Economic Development Professional at a time! Early Mid Late Find & Attract Suspects Capture Prospects Nurture Leads Convert Opportunities Land Investors Potential Investor Nurturing Upsell Investors Attract Suppliers Meeting Real Investors Making sure we have Meaningful Potential Investment Conversations
    • Strengthening Communities … One Economic Development Professional at a time! Early Mid Attract Suspects Capture Prospects Nurture Leads Convert Opportunities Potential Investor Nurturing Meeting Real Investors 1. Will you offer a Consultation call for those potential Investors interested in your region? 2. Will you offer an Assessment to help them evaluate how prepared they are in Knowledge, Finance, Networking or anything they need to succeed in your region that allows you to have a 1-on1 call or visit in a commercial mission? 3. Will you offer the service of locating distributors and/or suppliers through a form on your website that allows you to have a conversation with them? 4. Will you offer a Total Cost Business Case that will allow Investors to get an estimation of how much will the operating costs be including labor, utilities, real estate, logistics, taxes, etc? What Strategies, Tactics, Tools, Information, Budget and Team will you need to Convert Leads into Opportunities for your region? Making sure we have Meaningful Potential Investment Conversations
    • Strengthening Communities … One Economic Development Professional at a time! Early Mid Late Find & Attract Suspects Capture Prospects Nurture Leads Convert Opportunities Land Investors Potential Investor Nurturing Upsell Investors Attract Suppliers Growing the TRUST Factor Making sure we have Grow the relationship with Potential Investors
    • Strengthening Communities … One Economic Development Professional at a time! Early Mid Find & Attract Suspects Capture Prospects Nurture Leads Potential Investor Nurturing Growing the TRUST Factor 1. Will you host frequent webinars or promote ebooks showing success stories & case studies from companies already working in your region? 2. Will you develop special reports showing the opportunity for Investors to develop infrastructure because of a consumer or industrial trend? 3. Will you host teleconferences or record podcasts interviewing local managers or decision makers from companies already investing in your region to provide testimonials? 4. Will you host virtual tours or virtual trade shows where potential investors can view videos, podcasts, reports or any kind of media with information that they need? 5. Will you inform your interested investors about your reports through email, SMS, voicemail? What Strategies, Tactics, Tools, Information, Budget and Team will you need to Convert Leads into Investment Opportunities? Making sure we have Grow the relationship with Potential Investors
    • Strengthening Communities … One Economic Development Professional at a time! Early Mid Late Find & Attract Suspects Capture Prospects Nurture Leads Convert Opportunities Land Investors Potential Investor Nurturing Upsell Investors Attract Suppliers Getting Investors to LIKE YOU Making sure we get the names and data from Potential Investors
    • Strengthening Communities … One Economic Development Professional at a time! Early Find & Attract Suspects Capture Prospects Getting Investors to LIKE YOU 1. What will you offer in your website or in a trade show to capture the names of potential investors so that you can NURTURE THEM? 2. Will you offer FREE access to Ebooks, Webinars, Lectures, Seminars, Reports, Directories, Videos, DVDs, Books, Teleconferences, Virtual Trade Shows? 3. Will you offer lists of projects that your region will support in any of the formats mentioned below? 4. Will those type of media be accessible from your website? Will those media be in any language that the potential investor might speak? 5. Will they be able to access those media from any device like computers, tablets or mobile phones? 6. Will you have international phone numbers so that potential investors can easily reach you? 7. When you attend events, will you be able to capture the mobile numbers from qualified potential investors so that you can follow up with them? What Strategies, Tactics, Tools, Information, Budget and Team will you need to Capture Prospects and turn them into LEADS? Making sure we get the names and data from Potential Investors
    • Strengthening Communities … One Economic Development Professional at a time! Early Mid Late Find & Attract Suspects Capture Prospects Nurture Leads Convert Opportunities Land Investors Potential Investor Nurturing Upsell Investors Attract Suppliers Getting Investors to KNOW YOU Getting Potential Investors to learn about the Opportunity in your region
    • Strengthening Communities … One Economic Development Professional at a time! Find & Attract Suspects Getting Investors to KNOW YOU 1. What will be the sources of offline and online traffic of potential investors that you will use to promote your Campaign? 2. Will you attend trade shows, business or industrial associations or events with Trade & Investment Diplomats? 3. Will you buy databases and contact potential investors through telemarketing, email or direct marketing? 4. Will you pay advertising on search engines and social networks with special keywords? 5. Will you use targeted discussion groups and/or forums? 6. Will you publish videos on youtube channels or other video publishing platform? 7. Will you advertise on targeted magazines or newspapers? 8. Will you launch articles and press releases on targeted media like newsletters, newspapers or bulletins or on your own blog? 9. Will you use a Referral Strategy? What Strategies, Tactics, Tools, Information, Budget and Team will you need to attract Suspects to your Media and turn them into Prospects? Getting Potential Investors to learn about the Opportunity in your region
    • Strengthening Communities … One Economic Development Professional at a time! HOW TO USE THE RIGHT MARKETING TOLOS: MEDIA, MESSAGE AND FREQUENCY TO LAND THOSE INVESTORS IN YOU REGION. Measuring your Conversion rates from stage to stage
    • Strengthening Communities … One Economic Development Professional at a time! Early Mid Late Find & Attract Suspects Capture Prospects Nurture Leads Convert Opportunities Land Investors Potential Investor Nurturing Upsell Investors Attract Suppliers Do you have a system that will allow you to measure and track the effectiveness of your campaigns? “X” 2% 25% 10% 10% 25% 30% Here are some conversion rates that happened to certain campaigns. If this scenario were to be repeated with your campaigns, how can you measure and track the results from your campaign all the way to forming a cluster in your region? The arrows reflect the natural cycles when potential investors need more information before making a decision!
    • Strengthening Communities … One Economic Development Professional at a time! Considerations for your tracking system Regardless of what strategies, tactics and tools you use to attract investors, make sure you ALWAYS TRACK results and conversion rates. This will allow you to: 1. Be selective on your resource management: human resources, time and budget. 2. Determine which media or events will just be an EXPENSE with no return on investment after stages 3 or 4. 3. Prioritize on the campaigns that will bring a greater good for your community in the long run: job creation, supplier development, infrastructure development, academic development and most importantly: quality of life growth. 4.In a B2B environment, you would not be allowed to spend more than 5% of your income in MARKETING & SALES or the “Total Cost of Client Acquisition”. So, how much will you allocate for each stage?
    • Strengthening Communities … One Economic Development Professional at a time! LAUNCHING YOUR GLOBAL FDI ATTRACTION CAMPAIGN Join our FDI Attraction Academy
    • 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