FDI International Training Seminar ISTANBUL February 2016

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1 FDI International Training Seminar ISTANBUL February 2016

2 Day One: Strategy Registration and Refreshments Welcome and Introduction: Conway Events World Overview of Corporate Foreign Direct Investment (FDI) Location Advisor to Corporate Clients What is happening at the moment in the world of FDI and what is forecast for 2016/2017? What are global and regional trends in FDI in 2016? Facts and figures Which geographies are generating FDI and which are attracting it? Booming sectors The risks that investors perceive and the challenges these pose for governments Focus on Turkey Part 1: Turkey as a location to invest in Location Advisor How does Turkey compare with neighbouring countries? What other countries does Turkey compete with? Which are the interesting areas within Turkey for different sectors? Part 2: Turkey as a source of investment for other countries Lead generation specialist How internationally-inclined are Turkish companies? What sort of profile do they have? Where do they feel comfortable investing? What are their perceptions of other countries as places for doing business? A Location s Value Proposition to Foreign Companies Location Advisor IPA s should have detailed insight in the exact strengths of their regional business and science clusters. In order to achieve realistic ambitions, exact target groups need to be indentified and translated into the investor s specific needs and language. If you don t have the budget or the inhouse skills for a proactive program of investment attraction across all sectors, how do you choose where to focus? Are you guided by what has happened in the past or by the future you hope to shape? Once you ve decided on your sectors, how do you narrow down your target universe? What factors affect location decisions in a specific sector? What market segments can be identified? Are these segments subdivided in particular niches? If you have a related cluster in your location, which segment or niche does it serve? Where and how do you find potential investors? How do you persuade them that they should be looking at your location? Break for refreshments and networking Comparing Economic and Investment Agency Performance Location Advisor Competition among locations is intense and IPAs from around the world are increasingly adopting similar methods to attract investment. This makes it more difficult for IPAs to differentiate themselves and find

3 new methods of attracting investment. This session looks at the activities of IPAs from around the world and highlights innovative ideas and best practices and sets those against results achieved. Key questions addressed in the session include: How are agencies around the world responding to FDI trends? How is performance measured? Projects, jobs, capital invested or other? What are some of the best practices in promotion methods? Which agencies have best embraced the arrival of social media? Which offer support to M&A activity? If so how and with what success? Where will investors find good aftercare services? Lunch and networking Site Selection and the Corporate Decision-Making Process Investor Company or Location Advisor Strategic drivers and objectives for location decision-making. Typical steps that companies go through. Factors considered throughout the process and methodologies used for evaluation. Risk and tools for assessing it. Difference between strategic drivers and tactical factors. When is input and assistance from regional investment agencies required? Typical mistakes and lessons to be learned Strategic Account Management Former agency representative Defining a Strategic Account. Expected outcomes and resource planning. The advantages and disadvantages of key account holders based in target countries. Rewards and penalties for key account handlers. How much flexibility should you build into the system to address external factors beyond the control of the account handlers? Reinvestment or Relocation? Aftercare issues Investor Company What percentage of projects are expansions of existing foreign investments? Fortune 500 priorities and standard aftercare package for all investors. Options: How to structure your aftercare activity, staffing profile. Making best use of resources prioritising strategic accounts. Questionnaires, visits and round tables Goodwill, testimonials and contact burn Working with partners/municipalities in your country/region. Broken promises, press leaks and lobbying. Accusations of unfair competition from national champions Refreshment and networking break The Changing World of FDI and Investment Promotion: Best Practices Moderated Discussion Session with Panellists from Investment Promotion Agencies At Conway Events, the questions we are asked most frequently, are: Who does it well? How do we benchmark our work? How can we compare and discuss best practice? With this in mind, we select panellists from successful investment agencies to answer specific questions pre-prepared and set by you. This is your chance to discuss and compare best practice on attracting and retaining FDI in an informal debate with bestin-class practitioners. Themes may include: How are investment agencies reviewing their approach to foreign investment attraction while ensuring an efficient and effective use of limited resources? How are they aligning their strategies with other areas of economic development? How can they compete on a worldwide scale? Setting Agency Objectives and Measuring Results. What is their value proposition and how are they getting this message across? Lead Generation Options Reinvestment/Aftercare what works? Pitfalls, challenges and successes How is their organisation structured? Talent, workforce and training Property Internal account management tools and techniques (Customer Relationship Management Systems) Continue the discussion and debate with a networking drinks reception

4 Day Two: Operational Issues 8.30 Breakfast and Networking 9.00 Staffing and Budgeting Past agency representative What services can be outsourced? What are the perils at HQ of successful lead generation abroad? Is the aftercare function properly resourced? Where to apply budget cuts: creative partnering solutions External Communication and Marketing Marketing and Communications Specialist Co-ordinating your location branding with other government stakeholders such as tourism authorities. Marketing s role in developing sector propositions. A mix of tools, strategies, and resources. Using the right marketing channels and instruments. Preparing for road shows. A look at some of the more successful marketing campaigns other IPAs have used. Measuring the results of marketing campaigns. 10:30 Break for refreshments and networking 10:45 Social Media Conway Social Media Specialist The inevitability of social media in the marketing mix. Which media are best suited to IPAs? What role do social media play in your overall marketing mix? Co-ordinating the message with the rest of your government and other stakeholders. Resourcing issues When to engage and when to disengage Selling Your Location Lead generation specialist Knowing how to read a company s actions and the thoughts and motivations of the key influencers to the investment decision, is crucial to your location discussions with them. Timing and follow up is particularly important when it comes to being able to close the deal. The key to convincing a client to invest in your location, and to knowing how to keep them interested in the meantime, is to understand what drives them, and to position your offer to match. The importance of thorough research before initial contact. Patience but persistence in reaching the person you have targeted within a company. Consultative selling The art of questioning Understanding the role of different influencers, and using the influencing team to your advantage to position your location well, and limit progress of a competitor location. Matching your value proposition to the preferences of the key decision influencers. Closing the deal After sales 12:00 Best practice panel Agency representatives A moderated panel session designed to explore practical examples of the sales, marketing and resourcing issues discussed earlier in the morning. This

5 will be an interactive session and attendees are invited to submit questions in advance for the panel to debate. 13:00 Lunch 14: 00 Putting it All Together. Drilling down to identifying your value proposition, selling to the client, winning and retaining the investment! Working in groups and individually, delegates will be given timed case studies and challenged to present their findings to the rest of the attendees. They may need to do all or some of the following: Prepare a SWOT analysis of their own location. Develop a Value Proposition and argue their case for attracting a particular project. Design an international lead generation network, complete with remuneration structure. Negotiate and deal with the client consultative selling. Organise a site visit programme who are your champions? Work to convert a threatened relocation to an investment retention. (This session will incorporate a refreshments break). 16:30 End

6 For more information on the event or on sponsorship opportunities please contact Laura Martin at +44 (0) , or

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