The Basic Course - Guillermo Mazier

The Basic Course - Guillermo Mazier

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Mark Lautman

August 07, 2020
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Transcript

  1. A NEXT GENERATION MARKETING STRATEGY CONWAY GLOBAL FDI TRAINING

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

    TRANSFORMATION. STRATEGY.
  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
  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.
  5. A New Communications Landscape

  6. 1920 influenza pandemic

  7. 1929 Great Depression

  8. 2001 September 11

  9. 2002 SARS

  10. 2004 Indian Ocean earthquake and tsunami

  11. 2008 Financial Crisis

  12. 2020 Coronavirus Pandemic

  13. “Reputations are won in times of crisis.” How you handle

    crisis can make or break your public image.
  14. The 5 Stages of Global Crisis

  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
  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

  20. Worlds largest taxi company, owns no vehicles UBER

  21. Worlds largest bank with, no actual cash BITCOIN

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

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

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

  25. JOURNEY CUSTOMER

  26. How is Your EDO Positioned?

  27. THE PROBLEM

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

  30. THE SOLUTION

  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.”
  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
  33. 1. RESEARCH + DISCOVERY

  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
  35. What Does Labor Research Look Like?

  36. Issues Infrastructure Reducing Operating Costs Access/Availability/Skill of workforce Access to

    Markets Incentives What Are Your Customer’s Pain Points?
  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/
  38. The BMW Effect

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

  40. CUSTOMER EXPERIENCE STRATEGY ASSUMPTIONS

  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
  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
  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
  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………
  45. 3. PERSONA DEVELOPMENT

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

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

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

  49. Resources 1. Excel spreadsheet with sample KPI’s 2. IDA Reporting

    Template 3. Columbus business development metrics 4. TN Digital dashboard
  50. 50 5. PROGRAM DEVELOPMENT (WHAT IS YOUR MARKETING MIX?)

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  52. Attend Events

  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.
  54. CREATED EACH MONTH 272 PROJECTS R EA DER SHI P

    CR EATES SITE SELECTION MAGAZINE
  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?
  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

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

  70. 70 Focus on the Customer Experience.

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

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

    LET’S CONNECT