The Basic Course - Guillermo Mazier

Transcript

1. A NEXT GENERATION MARKETING STRATEGY
   CONWAY GLOBAL FDI TRAINING
   

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2. Guillermo Mazier
   Conway, VP of Global Innovation
   AWARENESS BUILDING. DIGITAL TRANSFORMATION. STRATEGY.
   

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3. Key Takeaways
   1. We are living and working in unprecedented times
   2. The best strategies are not about the ideas that they create but rather the
   solutions they deliver. Random acts of marketing/attraction don’t work
   3. Great strategies is often require change which hard and often
   uncomfortable
   4. Lack of strategic communication breeds assumptions and more often than
   not assumptions are incorrect.
   5. Good strategy has you thinking about big picture and granular details
   

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4. Key Takeaways for New Mexican EDO’s
   1. New Mexico doesn’t have a clear business identity
   2. Advocate for coordinated efforts. Working together will take you further
   3. If you are a not from a major city is is likely that your targets don’t know who you are
   4. A focus on targeted communications, collaboration and storytelling will help support the
   transactions/projects in the future
   5. Invest in digital marketing across channels where you can find the right audience.
   

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5. A New Communications Landscape
   

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6. 1920 influenza pandemic
   

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7. 1929 Great Depression
   

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8. 2001 September 11
   

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9. 2002 SARS
   

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10. 2004 Indian Ocean earthquake and tsunami
    

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11. 2008 Financial Crisis
    

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12. 2020 Coronavirus Pandemic
    

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13. “Reputations are won in times of crisis.”
    How you handle crisis can
    make or break your public
    image.
    

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14. The 5 Stages of Global Crisis
    

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15. STAGE 1:
    CRISIS RELIEF
    Mitigating effects on
    workforce
    STAGE 3: SOCIAL
    IMPACT
    Managing economic
    opportunity, the future of
    work, inequality, social norms
    STAGE 4: GROWTH
    Realizing gains from relief
    mitigation efforts and analysis,
    new strategies, etc.
    STAGE 2:
    ECONOMIC
    RELIEF
    Jobs and investments,
    mitigating economic losses
    THRESHOLD
    Stage where the
    market level-sets
    CHANGE CHANGE
    Stages of Global Crisis
    

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16. STAGE 1:
    CRISIS RELIEF
    Communicating facts
    to your constituency.
    Inspiring. Giving hope.
    STAGE 3: SOCIAL
    IMPACT
    Amplify human interest
    stories, companies that have
    helped you during
    time of crisis
    STAGE 4: GROWTH
    Communicating the sum total
    of these changes, new post-
    crisis brand narrative +
    identity
    STAGE 2:
    ECONOMIC
    RELIEF
    Communicating to
    constituents + also rest of
    world. Provide timely
    info. Inspiration and info.
    THRESHOLD
    Stage where the
    market level-sets
    PIVOT
    MARKETING
    STAGES OF GLOBAL CRISIS COMMS
    PIVOT
    MARKETING
    

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19. Create
    Value At the limits
    of business
    

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20. Worlds largest taxi company, owns no vehicles
    UBER
    

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21. Worlds largest bank with, no actual cash
    BITCOIN
    

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22. Worlds most popular media owner that creates no content
    FACEBOOK
    

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23. Worlds largest movie house that owns no real cinemas
    NETFLIX
    

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24. Worlds largest accommodation provider that owns no real estate
    AIRBNB
    

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25. JOURNEY
    CUSTOMER
    

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26. How is Your EDO Positioned?
    

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27. THE PROBLEM
    

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28. RESULT
    We tell the wrong
    stories. We hurt the
    client experience
    BELIEF
    We know what we need. We
    can overlook research and
    strategy for execution.
    RESULT
    We fail to innovate.
    BELIEF
    We have always don’t it
    this way. If it’s not broke
    don’t fix it
    RESULT
    We focus on selling
    and lead generation
    instead of marketing
    and storytelling.
    BELIEF
    We can show quick wins
    by seeking out individual
    opportunities
    RESULT
    We think our
    locations will sell
    themselves.
    BELIEF
    Global economic growth
    will ensure our growth.
    The 4 Myths of EDO Marketing
    

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29. <50%
    Have a “real” marketing
    + promotion strategy
    

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30. THE SOLUTION
    

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31. Competitors
    Offering
    EDO Capabilities
    Who is your customer and what do they
    need? How can you server your customer’s
    customer?
    Customer Needs
    What are the skills that your EDO can bring to
    the table to best communicate your
    community’s assets to the needs of your
    customers?
    EDO Capabilities
    Who do you compete with and what is the
    market offering that you are not? How are
    they marketing themselves?
    Competitors Offering
    Customer Needs
    Next Gen Marketing + Attraction Strategy
    Where are you going? And how will you get there?
    THE SWEET SPOT
    It’s impossible to execute a strategy if you don’t know
    what it is. This results in frustration among business
    development, marketing, research and all those in
    between. Where customers’ needs and your community’s
    unique capabilities overlap is what many refer to as the
    “strategic sweet spot.”
    

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32. 7 Key Success Factors in EDO Marketing
    1. Research and Discovery
    2. Positioning
    3. Marketing Personas and Storytelling
    4. Goal creation
    5. Program Development (The Mix)
    6. Budgeting
    7. Tactical calendar
    

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33. 1. RESEARCH + DISCOVERY
    

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34. 01 02 03 04
    08 07 06 05
    09 10 11 Execution
    The main goal of research for investment promotion is to find competitive advantages that will support effective communications.Quality
    research will enable you to credibly answer the following questions: Who is your target audience? What are their problems? What solutions
    do you have to solve their problems? How will you communicate with them?
    Timeline Budget
    Positioning
    Tactics
    Workforce Competitive Perception
    Industry
    Narrative Messaging
    Strategy
    How Research Leads to Execution
    Research
    Marketing Strategy
    Marketing Execution
    

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35. What Does Labor Research Look
    Like?
    

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36. Issues
    Infrastructure
    Reducing Operating Costs
    Access/Availability/Skill of workforce
    Access to Markets
    Incentives
    What Are Your Customer’s Pain
    Points?
    

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37. What Does Your
    Audience Think?
    Marketing is not a battle of
    products, it is battle of
    perceptions.
    Source: Marketing Audit of Renault and Volkswagen
    https://rockstarsbm.wordpress.com/2014/11/23/perceptual-maps/
    

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38. The BMW Effect
    

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39. IT’S ALL ABOUT PERCEIVED VALUE
    It is Actually a KIA
    

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40. CUSTOMER
    EXPERIENCE
    STRATEGY
    ASSUMPTIONS
    

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41. 41
    P a g e
    C o n wa y , I n c Al l Ri gh ts Res er v ed 2 0 1 9
    

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42. 42
    P a g e
    C o n wa y , I n c Al l Ri gh ts Res er v ed 2 0 1 9
    

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43. 43
    P a g e
    C o n wa y , I n c Al l Ri gh ts Res er v ed 2 0 1 9
    2. POSITIONING
    

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44. Research Leads to Competitive Positioning
    YOUR EDO PROVIDES
    Talk about the value that your organization provides.
    UNLIKE OTHER SOUTHWEST US STATES
    What makes New Mexico different
    NEW MEXICO IS
    Talk about how New Mexico meets their needs
    FOR CORPORATE EXECUTIVES AND CONSULTANTS WHO NEED
    to lower their operating costs………
    

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45. 3. PERSONA DEVELOPMENT
    

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46. Prospect Title
    35%
    Location
    Company Size
    Industry
    Target
    Keywords
    Develop Target Persona
    

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47. 4. GOAL SETTING
    (WHAT DO YOU WANT TO ACCOMPLISH?)
    

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48. http://www.slideshare.net/Columbus2020/columbus-region-economic-update-2014-april
    

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49. Resources
    1. Excel spreadsheet with sample KPI’s
    2. IDA Reporting Template
    3. Columbus business development metrics
    4. TN Digital dashboard
    

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50. 50
    5. PROGRAM DEVELOPMENT
    (WHAT IS YOUR MARKETING MIX?)
    

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52. Attend Events
    

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53. 53
    Public + Media Relations
    EDO’s endorsed by reputable third party organizations are perceived to be more credible. Trust leads to
    inquiry and faster conversations.
    

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54. CREATED EACH MONTH
    272 PROJECTS
    R EA DER SHI P CR EATES
    SITE SELECTION MAGAZINE
    

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55. 28% Of EDO professionalsunderstand how to leverage digital
    tools to improve business development and marketing
    performance
    Conway research 2018
    A New Opportunity in Digital?
    

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56. 90% of the site
    selection process is
    happening online
    

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60. Paid Online Advertising
    Sample Digital Campaign Tracking Numbers (1 month of Data)
    

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62. LEVERAGING LINKED FOR FDI
    PROSPECTING IN PANAMA
    

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64. 6. BUDGET SETTING
    (MAKE A BUSINESS CASE)
    

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66. 7. TACTICAL CALENDAR
    (WHEN? WHERE? WHO?)
    

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68. FAQ’s + PARTING THOUGHTS
    

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69. 69
    Marketing programs and
    strategies should be
    RESEARCH driven.
    

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70. 70
    Focus on the Customer
    Experience.
    

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71. 71
    If you don’t tell your
    story, someone else will.
    

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72. GUILLERMO MAZIER
    VP of Global Innovation
    guillermo@conway.com
    (913) 742 -1720
    LET’S CONNECT
    

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