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Training Workshop on Investment Promotion and Facilitation for Viet Nam

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Training Workshop on Investment Promotion and Facilitation for Viet Nam

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    1. Training Workshop on Investment Promotion and Facilitation for Viet Nam Module 5: “Investment Promotion Techniques” Presented by Asia Policy Research Co., Ltd. peterb@loxinfo.co.th ; david@asiapolicyresearch.com 2003

    2. Structure of Training Module The Investment Promotion Cycle Why Promote? Who Promotes? Building Partnerships for Investment Promotion Investment Promotion Strategies and Activities Elements of Promotion Plan Elements of an Investor Tracking System Group Assignment: preparing a plan for a region

    3. The Framework The Investment Promotion Cycle

    4. Why Promote? If it works, why fix it? Five reasons (at least): Quality not quantity of investments. Competition not just intensifying, but changing (moving to the micro foundations/requiring strategic focusing). Must be proactive or else will be left off the “investment map” Increase the investment realization rate. Make your customers sell for you. Maximizing the “bang for the buck.” To achieve social and economic goals for your country

    5. Who Promotes? Investment Promotion Agency: Play lead role in promoting investment… …but should also utilize partners: Ministries of trade and industry, and related government agencies at national and local levels Other ministries and government agencies, such as tourism, handicrafts, etc. Business associations, chambers of commerce Satisfied investors Honorary investment ambassadors Other relevant partners

    6. Building Partnerships for Investment Promotion Developing key contacts within various relevant government agencies to help with troubleshooting; Building a good private sector network to be able to refer prospective investors to the appropriate suppliers, customers, foreign investors who can provide positive testimonials, honorary investment ambassadors, etc.; Networking with provincial or local IPAs and industrial zone authorities so that provinces can work together for some investment projects; Partner organizations in neighbouring countries such as the member economies of the Greater Mekong Subregion and ASEAN

    7. Partnerships with Embassies/Chambers Outward investment missions Major support networks/events in home countries Dissemination of investment information Inward investment missions Targeting key industries The “Business Ambassador” program IPA facilitation activities Planning of ongoing interface mechanisms Information sharing

    8. Summary of Networking Partners

    9. Investment Promotion Pyramid

    10. Three broad elements of investment promotion: Image Building: used in both domestic and overseas markets to inform investors about a country’s investment plans, its policies and incentives, its procedures and requirements and its progress and achievements. Investment Generation: involves the use of mail and telephone campaigns, investment seminars, missions and direct marketing to individual investors. Investment Facilitation/Services: involves pre-licensing services, licensing services and post-licensing services. Investment Promotion Strategies and Activities

    11. Investment Promotion Strategies and Activities Image building Purpose Create or change an image of the location in the minds of investors as an investment site Delivery methods General advertising & public relations Media relations and press releases/tours Informational seminars/general trade shows General outbound missions Lessons Effective only with a consistent theme, sustained effort Doesn’t work when not reflecting reality; you can’t fool investors!

    12. Investment Promotion Strategies and Activities Investment generation Purpose Generate investments using a targeted approach Delivery methods Targeted promotion missions Direct mail campaigns Telemarketing Firm-specific direct selling Identification of investment opportunities Lessons Focused and sustained direct selling is the most effective

    13. Investment Promotion Strategies and Techniques Advertising/Public Relations Needs a coordinated theme, one-shot ads don’t work Greater effectiveness in industry trade journals Media Relations/Press Tours More effective than ads Promotion Materials Overly elaborate materials are less effective than updated and accurate information New trend is multi-media CD ROMs, web sites Operating cost comparisons

    14. Investment Promotion Strategies and Techniques Outbound promotion missions Effective only with pre-screening of companies and follow-up, otherwise “rent a crowd.” Direct mail campaigns Cost effective way of reaching a large audience, key is getting the right list and following up. Telemarketing Growing acceptance as a promotion tool even in Asia, Europe. Effectiveness depends on personal contact.

    15. Targeted Investment Promotion Goal: Meet specific investment targets Organization: Account Executive Approach Personal responsibility for results Individual objective is expressed in terms of: Number of site visits generated, number of projects Investment value realized, employment generated Compensation is performance-based Up to 20% of base salary, bonus up to 25% of salary Ongoing monitoring of progress/results important.

    16. Investor Classification Stages of Investment Decision General awareness - investors that are unaware of the opportunities; focus on broader techniques. Interest/examination - investors that are aware of opportunities; focus on more specific information provision. Market testing - investors ready to test the market; focus on facilitation.

    17. Elements of a Promotion Plan Typical products/services Target investors/needs Principal selling themes Promotion approach/delivery methods Investment goals and monitoring Must be customized to the target audience

    18. Elements of a Promotion Plan

    19. Elements of a Promotion Plan

    20. Elements of a Promotion Plan

    21. Elements of a Promotion Plan

    22. What Kind of Promoter Are You?

    23. Elements of an Investor Tracking System

    24. Effective Selling Requires a Good Investor Leads Tracking System Investment Project Tracking Contact Management Work Management Investor Servicing Permits and Authorization Tracking Management Reporting

    25. Investor Tracking System Logic: Stages

    26. Registration and Step by Step Tracking of Projects

    27. Tracking Visits

    28. Correspondence

    29. Contacts

    30. Permits

    31. Investor Services

    32. Investor Tracking System Logic: Milestones

    33. Investor Tracking System Logic: Leads Assessment Registration of Source for all Leads Automatic Lead Qualification Feature System Triggers: Hot, Active or Cold Classification based on where Investor Prospects are within the Investment Cycle Automatic “Time-out” Feature for Inactive Leads

    34. Systematic Lead Qualification and Assessment

    35. Lead Source Registration

    36. Summary of Prospect Data

    37. Summary of Assignments and Activities

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