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Constructing an inward investment marketing strategy for 2013/14

David Lines 2

THE UK HAS THE MOST OPEN AND BUSINESS-ORIENTATED ECONOMY OF EUROPE, WITH THE MOST FLEXIBLE LABOUR MARKETS, AND THE LEAST RESTRICTIVE SYSTEMS

David Lines 3

Strategic issues for investment marketing in 2013/14

Linking effectively to Number 10/PD Partners and implementing GREAT. Also campaign selection and development

Segmentation and messaging/value propositions

Propensity of (sub)sectors and markets to invest and marketing ROI for particular sub-sectors

Applying learnings from 2012/13

David Lines 4

Strategic issues for investment marketing in 2013/14

As part of our work with the Government Digital Service, look at our online investment presence going forward and the global reach for our messaging

Making and keeping our promises to customers: Marketing communications resources and guidance for the entire network

David Lines 5

Campaign selection and development

Investment Development’s “product/marketing criteria” process will help us inform us to choose the right campaigns

“Toolkits” will enable single country marketing managers to adapt material and run campaigns. This will give us more marketing for less budget

The campaign team will give social media guidance and training for the global FDI network

Campaigns should integrate and plan all marketing communications, and have a relationship marketing and investor development element

David Lines 6

Segmentation and priority sectors and markets

This brainstorm group has used an “entrepreneur/SME/corporate” segmentation to recommend marketing messages and channels for the four customer journey stages. We know the basic drivers are “market seek, technology seek, efficiency seek”

We will soon know the (sub)sector and market priorities and a judgement call will be needed on how receptive they will each be to marketing approaches, and how they link into GREAT campaign priorities. Pilot testing will give greater insight into customer wants and needs

David Lines 7

Applying the learnings and moving forward

Leverage the awareness GREAT has delivered globally and realise its full business nation branding potential, especially in the 2013/14 GREAT priority markets and maximise the opportunity of digital

There should be a climate of innovation and challenge to the status quo learning from HOTHOUSE. Video will grow in importance and the default will be digital. Cross cutting themes like innovation will be developed, plus cluster-based marketing on the Tech City model

Should there be other side bets for marketing activity – e.g. Malaysia, Middle East SWFs, PSO markets?

We will critically evaluate competitor review findings

David Lines 8

Evaluation

“Investment PIMS”, regular surveys, formative (during project/campaign) and summative (at end)

Evaluation built into every campaign – more work needed to get report back from posts against agreed measures

If our marketing approach works we will defend our position against Germany and France. We will be “market makers” i.e. the mix of our FDI portfolio will change

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