Place marketing in foreign direct investment (FDI) has long been a paradox. The industry uses the phrase "investment promotion" to describe much of its core activities, but few organisations track metrics that would be considered -- at least to the outside world -- an accurate assessment of "promotion."

While improving perception is generally understood as important, government agencies with an investment attraction mandate struggle to justify the cost of marketing initiatives because of a lack of clear metrics and immediate outcomes. This can result in marketing goals becoming directly mixed in with sales objectives, which impacts expectations and often dooms initiatives for failure from the start.

This whitepaper by C Studios, in partnership with OCO Global and Development Counsellors International, proposes a more holistic approach that bridges the gap between brand-building activities and tangible outcomes, providing a roadmap for demonstrating the value of marketing to stakeholders.

Key topics addressed in this whitepaper include:

• Defining Place Marketing in FDI: Establishing common ground on what marketing means in the context of investment promotion.

• How the FDI Path to Purchase Has Changed: Understanding the importance of a strong digital presence and capturing value from it.

• How FDI Marketing is Currently Measured: Exploring current practices and the value of correlation over simply causation.

• Frameworks for FDI Marketing Success: Establishing baseline frameworks for IPAs to measure impact and make informed decisions on promotional activities.

To help inform your investment promotion marketing strategies and measurement practices, download your copy of ROI in FDI: Measuring Place Marketing Success in Investment Attraction.

Need a marketing partner?

C Studios can help with tailored counsel for investment promotion agencies, governments and their partners on FDI attraction initiatives.

Contact us >>