PM&P Investment Promotion Support Services (english) 2013

PM & Partner Marketing Consulting GmbH (PM&P) Frankfurt | Munich | Berlin www.pm-p.de

Profile

Investment Promotion Support Services


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(c) Copyright PM & Partner Marketing Consulting GmbH, 2012

ABOUT PM&P


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PM&P | Profile

PM & Partner Marketing Consulting GmbH (PM&P) is an independent consulting firm, consisting of marketing professionals and market research analysts.

The company provides strategic and operative support in marketing and business development to industrial companies, as well as to investment promotion institutions.

Founded: 1974 Professionals: 20 Offices : Frankfurt/Main – Munich - Berlin

PM&P is part of a worldwide network of independent Consulting and Market Research companies.

PM&P is divided into 3 areas of activity:

www.pm-p.de


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PM&P | The three service areas

Market Research Services and Consulting for companies, especially in B2B areas, with a specific

competence in the Life Science industry

Clients: Large corporations, mid-sized companies; from Europe, the US and South-East Asia

Consulting Services to public institutions in the framework of regional development, export- and

investment promotion on an international level

Clients: e.g. Finland, Sweden, Latvia, Estonia, Namibia, Stockholm region, Chicago region, regions

in France, State of Victoria/Australia, The German States of Baden-Württemberg, Mecklenburg-

Western Pomerania, Enterprise Florida, TeamNEO-Cleveland+ Business, Invest in Maroc

Consulting Services to Companies covering all aspects of state-of-the-art Marketing Strategies,

Organisation and Marketing Tools for cross-border business development

Clients: Large corporations, mid-sized companies; from Europe, the US and South-East Asia


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PM&P | Services to public institutions

Consulting Services to public institutions in the framework of regional development, investment and trade promotion on an international level.

Service Areas:

Studies for regional and economic development

Investment Promotion Strategies and Support Services

Trade Promotion Concepts and Support Services

Cluster and Network Development

Company Care Strategies and Support Services

Project Examples:

Target group analyses and marketing strategy for investment promotion

Lead generation initiatives for investment promotion agencies

Regional positioning studies

Cluster Analyses and Cluster Development Strategies


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INVESTMENT PROMOTION SERVICES


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PM&P-Approach | Process Overview

Arguments / USPs

Target Group Definition

Business scenarios

Segmentation / CRM

Marketing concept Direct approach

Personal contact (meeting, event, mission,

etc.)

Implemen-tation Support

Contact care of mid-/long-term leads

After Care

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ANALYSES & CONCEPTS

PROMOTION

The PM&P CRM-Database, which enables a fast, efficient, targeted approach of relevant decision makers, is the key driver for a successful investment promotion process.

FACILITATION & RETAINING


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Lead Generation

PR & Image

Building

Intermediaries

Networking

Event

Marketing

Lead

Generation


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Lead Generation | Overview

1. PM&P is one of Europe‘s most experienced consulting and marketing support companies for Investment Promotion Agencies.

2. PM&P can build on a 30-years-track-record in attracting foreign direct investment for agencies worldwide

3. PM&P‘s mix of state-of-the-art tools and instruments have been brought to perfection during these decades.

4. PM&P employs an integrated marketing approach, ranging in intensity from mass measures to in-depth, individual key-account-approaches.

5. PM&P usually enjoys a long-term partnership with their clients, confirming the high quality of PM&P‘s services as well as its trust relationship with its clients.

6. Among the clients are IPAs of States, Regions and Cities but also Business Parks, Free Trade Zones, Export Processing Zones, Airports, etc.


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Lead Generation | Range of Intensity

The integrated marketing approach ranges in intensity from mass measures to in-depth, individual key-account-approaches.

Measures (Examples):

1-to-1 Marketing Mass Marketing

Mass Mailings

Mass follow-up

(Call Center)

PR-Campaigns Sector-specific mailings

Sector Events

Business Scenarios

Investment Seminars

Speaker on conferences

Selective individual approach

Personal contact care

1-to-1 measures


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Lead Generation | Measures, Tools and Assets

PM&P‘s mix of state-of-the-art tools and instruments has been brought to perfection. The key tools and assets are:

1. Target Group Analyses: PM&P’s initiatives are based on an overall strategy that is usually developed together with the client. This includes a very precise target group analysis as well as a customized approach strategy.

2. Business Scenarios: PM&P is highly experienced in developing the appropriate business scenarios for each target group – a key success factor to achieve attention, interest and confidence among investors.

3. Personal Relationships: During the last years, PM&P has developed personal relationships with the top management of nearly all major companies in Germany as well as with important fast growing SMEs.

4. Multi-Channel-Marketing: PM&P uses multiple channels to generate leads, including direct contacts by post, fax, phone, and email as well as by personal networking on fairs, conferences, events and in online-communities. PM&P also taps on its extensive network of intermediaries to effectively promote locations.

5. CRM Database: PM&P has developed a proprietary database of more than 60.000 German, Austrian and Swiss companies, with more than 120.000 decision makers.

6. Intelligence: PM&P uses its intelligence systems to identify ‘pop-ups’ - companies with plans to invest in a certain destination regardless of sector - on a continuous basis to ensure all opportunities are exploited.

7. Reporting and Project Management: PM&P usually works in close cooperation with its clients for a long period of time. That’s why PM&P pays high attention to an efficient reporting and project management, utilising state-of-the art project management software providing our clients with real-time information on the status of the project.


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Lead Generation | Support Services for your German representative

• Time-intensive measures for generating interested candidates could be outsourced to PM&P – entirely or partially

• All measures, requiring a larger structure like event marketing or PR could be outsourced to PM&P – as a whole or partially

• The local IP Manager would have more time for other important tasks, which cannot be outsourced

• The local IP Manager would concentrate on his main strengths: selling the region and its capabilities, visiting interested companies, assisting investors, etc.

• The local IP Manager increases results and efficiency

LEAD GENERATION Identifying target groups Creating marketing strategies Identifiying & profiling companies Identifiying decision makers Direct marketing campaigns Contacting and contact care to decision makers Contact database management Visiting interested candidates Assisting companies during investment projects OTHER MARKETING MEASURES Plannning and conducting events Organising PR measures Advertising campaigns OTHER COMMITMENTS Representation commitments in the political and business community Contact care to public institutions Interaction with related organisations (embassy, honorary consules, etc.)


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Lead Generation | CRM Database

PM&P has developed a huge Customer-Relationship-Management Database currently more than 60.000 companies and 120.000 decision makers from Germany, Austria and Switzerland.

COMPANIES CONTACTS

• Products / services • Ownership / subsidiaries • Workforce / Turnover last 5 years • Growth by workforce / turnover • Investment activities last 5 years • Detailed target group categories, like

• sectors • sub-sectors • exhibitors of certain fairs

• Detailed action history (what has been done) • Reminder system for future activities • Further fields adapted to clients‘ needs

• Name, Academic Titles, Position

• Personal Email

• Direct phone line

• Mobile phone number

• Name of personal assistant

• Email and direct phone of personal assistant

60.000 120.000 F


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Intermediaries Networking

PR & Image

Building

Intermediaries

Networking

Event

Marketing

Lead

Generation


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Intermediaries Networking | Introduction

Intermediaries are a high-value source of contacts to FDI projects – a fact that is often underestimated.

PM&P has developed a comprehensive network with intermediaries in Germany since more than 10 years.

PM&P collects all information in its own CRM Database, including details on the organisations’ needs and preferences, as well as possibilities for cooperation.

PM&P knows a lot about developing a promising concept for cooperation with intermediaries. Such “Give-and-Take” scenarios are the key to benefit in terms of FDI.

PM&P’s networking with intermediaries is closely tied to event marketing and PR / Image Building activities if the need arises.


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Intermediaries Networking | Types of Intermediaries

Location Consultants

Management Consultants

Human Resources Consultants

Real Estate Consultants

CONSULTANTS Investment Banks

Other Banks

International Lawyers

Venture Capital companies

Auditors / Tax Advisory Companies

FINANCE / M&A

Industry Associations

Sector Experts / Consultants

Sector Journalists

Sector Magazines

Sector Event Organizers

SECTOR COMMUNITIES Chambers of Commerce

Export Promotion Organisations

Business Clubs

Online Communities

Other IPAs

OTHER BUSINESS COMMUNITIES


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Event Marketing

PR & Image

Building

Intermediaries

Networking

Event

Marketing

Lead

Generation


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Event Marketing | Overview

Very few marketing instruments are so critical as events.

PM&P provides the vast experience which is necessary to utilise event marketing for investment promotion in a successful way.

PM&P has developed the instruments and services to attract the right audience to the right event and to maximise benefits from these contacts.

Our event marketing for investment promotion covers e.g. investment seminars, sector workshops, informal networking events, etc.

PM&P has developed e.g. special event formats for the international investment community as well as special formats for combining M&A with Greenfielding, and other ventures.


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Event Marketing | Reference Invest in Greece

Investment Forum Greece (2008) http://www.investingreece.de/

Organisation and marketing of a forum on investment opportunities in Greece in the key target sectors Food & Beverages, Renewable Energy and ICT.

Extensive Event-promotion through direct approach of potential investors and relevant intermediaries, PR in sector-specific media and online-marketing.

http://www.investingreece.de/


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Event Marketing | Reference Invest MV

BPO-Summit Heiligendamm, Mecklenburg-Vorpommern (2007-2009) Organization and marketing of a 2-day conference on opportunities in MV for investment projects in Business Process Outsourcing and Shared Service

Centers primarily in the fields of Finance & Accounting, IT Outsourcing and Customer Care & Call Center.

Exclusive event conducted in Heiligendamm with participants from all leading companies within this segment. The speaker list included TOP-Management representatives of Hewlett-Packard, ADP, arvato, SNT, walter services and others.


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Public Relations & Image Building

PR & Image

Building

Intermediaries

Networking

Event

Marketing

Lead

Generation


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PR & Image Building | Image Studies

Image Studies

Opinion Research within the German business community on the perception of locations as a potential target for investment.

Large Image studies conducted already for Sweden, Finland, Italy and other territories.

Regular in-depth analyses of decision making processes in the German Industry.

Results of some of the studies have been published in comprehensive PR campaigns including press conferences, „road shows“ and Radio / TV interviews.


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PR & Image Building | Public Relations

Public Relations

Besides publishing results of image studies, PM&P provides valuable PR-services in the framework of their investment promotion campaigns.

Subjects of the publications could be – sector-specific news on the location published in specialized magazines – event-related publications prior to the event and after it – publishing success stories of investments.

The specialised, niche expertise of PM&P in investment promotion delivers results in PR which are difficult to achieve for non-specialised PR-agencies.


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PR & Image Building | Press Releases (Example)


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Investment Promotion | References & Expertise (Examples)

Estonian Investment Agency

Advantage W. Midlands (UK)

Enterprise Florida (USA)

Groupe Sofirem (F)

World Business Chicago (USA)

Metal Park Deflzijl (NL)

Paris Region Economic Development (F)

State of Victoria, Australia

Invest in Finland Bureau

Invest in Italy (today INVITALIA)

Investment & Development Agency of Latvia

Namibia Investment Centre

German Ministry of Economy, Berlin

CDE – EU institution for initiatives in ACP countries

EXTENDA Andalucia Spain

Swedish Trade Council

Hungarian Investment & Trade Develop-ment Agency

EUROPEAN UNION EXPROM Programme Unit

Invest in Morocco - AMDI

Ministry of Economy Baden-Württemberg

Invest in Thuringia, Germany

Business Arena Stockholm and City of Stockholm

Berlin Partner

Cleveland Plus Business Team NEO

http://www.advantagewm.co.uk/index.html

http://www.cde.int/cde0.html

http://www.leg.thueringen.de/


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PM & Partner Marketing Consulting GmbH (PM&P) Frankfurt | Munich | Berlin www.pm-p.de Head Office: Lyoner Straße 34 | 60528 Frankfurt | Germany

PM&P Investment Promotion Support Services (english) 2013

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