Report: Winning Strategies in Investment Promotion Marketing
Competition among cities, regions and countries for foregin investment has always been competitive. However, new geopolitical threats, changing workforce dynamics in the wake of COVID-19, and a massive shift in the balance of talent-employer relations have created a challenging playing field for investment promotion agencies.
In this inaugural report, Winning Strategies in Investment Promotion Marketing, we capture insights directly from European corporate executives responsible for making location decisions. Our aim is to help economic development marketing teams run more successful initiatives to attract private sector interest from and within the European market.
The study received responses from a total of 245 executives that were qualified to ensure they are in decision-making roles related to foreign investment. They represent five core countries that regularly produce strong outbound FDI — Germany, UK, France, Netherlands and Belgium.
The audience represents a variety of industries, with financial services leading the way at 22% of responses. Two-thirds of executives are from large companies with over 500 employees, and seven out of 10 have revenue exceeding €100 million.
We asked them about how they make decisions, where they spend their time and what influences them. This study is modeled after that of a similar title in the U.S., an American-focused version that is conducted by New York-based place marketing firm Development Counsellors International (DCI) every three years since 1996. A comparison between the U.S. and Europe is included through the report.
With the launch of C Studios, a joint venture between DCI and Belfast-based OCO Global, Winning Strategies provides a blueprint for successful marketing by government agencies looking to attract new interest from foreign investors. Insights include:
At what stage in the decision process are firms most likely to initiate contact with economic development organizations?
How many companies plan to outsource location decisions and to whom?
What information on an IPA's website do executies consider most important?
What are the top factors driving the site selection decision?
Which traditional and social media sources do companies most often rely on?
What are the most effective techniques that the investment promotion function should utilise?
What are the top sources of information influencing perceptions about a location?
To help fuel your investment-generating activities, download your copy of Winning Startegies in Investment Promotion Marketing.
Need a marketing partner?
C Studios can help with tailored counsel for investment promotion agencies, governments and their partners on FDI attraction initiatives.