Competition for FDI among locations around the world is more intense than ever and shows no sign of slowing down. At the same time, the tools, methods and messages being used by different regions to identify and attract investment are increasingly similar.
Many property companies direct their investment attraction efforts on very broadly defined geographic and industry markets. This lack of focus means that many FDI attraction initiatives do not appeal to their intended audiences because the message is too general. Another challenge faced by many companies is that investment attraction efforts are often fragmented, meaning that different activities conducted by the same company are not coordinated.
In this environment, we believe that successful locations are those that adopt an approach that is both “focused” and “integrated”:
- “Focused” means that agencies should concentrate their efforts on clearly defined sectors and markets with the greatest potential for attracting investment. Our approach goes beneath the surface of a target industry to understand how the industry really works and where the greatest opportunities for attracting investment can be found.
- We then work with our clients to develop an “integrated” attraction campaign that incorporates different methods to influence and reach investors, from direct contact to potential investors to the selective use of media and promotional tools.