Tag Archives: Place Marketing

Place Marketing Forum 2014 – what role for a Diaspora in attracting FDI, Tourism?

Organized by the “Regional Attractiveness and Place Marketing Chair” of Sciences Po Aix, for its second edition, Place Marketing Forum 2014 gathered more than 400 thought leaders, experts and professionals, from the public and private sector, all involved in territorial marketing and regional attractiveness. Katherine Loflin, Head of Loflin Consulting Solutions and international Expert in Place Making (USA), was guest of honour of this year edition.

The remarkable case of Connect Ireland / Succeed in Ireland was presented by ConnectIreland CEO Michael McLoughlin. Elian Carsenat, NamSor / @FDIMagnet had an opportunity to discuss the role of a Diaspora for FDI and Tourism during the ensuing rountable with digital tourism expert Ludovic Dublanchet, Michael McLoughlin and Caroline Isautier (San Francisco Consult).

How your country, your region, your city can use a Diaspora for its ambassadors strategy?

Firstly, you need to acknowledge your Diaspora and answer this perenial question: who are they, where are they and what are they doing. Below our key points on this topic.

To download the full presentation (PDF) 20141016_PMF2014_NamSor_FDIMagnet_Pitch_vFf.pdf

Secondly, you need to create communication channels and the appropriate conditions to activate and engage your Diaspora. Kingsley Aikins (DiasporaMatters) is a renowned expert on how to engage a Diaspora, you’ll find his pitch at TEDxVilnius below.

Additional thoughts on PMF2014

Place Marketing Forum 2014 was a great success. I was amazed by the quality of the place branding cases presented, such as OnlyLyon, IAmsterdam,  Our Miami and the innovative CRM approach deployed at Val Thorens Ski Resort. What also made this event particularly interesting is the transversal approach taken to country branding / place marketing, covering not just tourism but also foreign direct investments (FDIs) and attraction of talents / startup ecosystems. A cool takaway was found in the conference USB key, in the form of a 282 pages comprehensive report ‘Place Marketing Trends 2014‘ by Joel Gayet.

This event is set to grow and attract even more international interest. I look forward to PMF2015.

In the meantime, we look forward to see you at the Global Diaspora and Development Forum, Dublin.

Further reading

About NamSor

NamSor™ Applied Onomastics is a European vendor of Name Recognition Software (NamSor sorts names). NamSor mission is to help understand international flows of money, ideas and people.

NamSor launched FDIMagnet,  a consulting offering to help Investment Promotion Agencies and High-Tech Clusters leverage a Diaspora to connect with business and scientific communities abroad.

Photo Credits – PMF2014

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Place Marketing Forum 2014

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Just after UNCTAD’s World Investment Forum 2014 takes place in Geneva, world leaders are invited to attend the Place Marketing Forum in Aix-en-Provence (16th and 17th of October 2014).

#PMF2014 : Register before the 15th September to benefit from early bird rate

For countries, regions, cities willing to attracting Foreign Direct Investments (FDIs), the competition is fierce and it’s a binary win: the looser gets nothing. As in sports, just a tiny element can make the difference. Some places are natural FDI Magnets and hardly need to make efforts to get investors queuing for the opportunity to invest. For most other places in the world, identifying FDI leads is hard. Then getting the investor to choose your location is something you need to fight for: good marketing, innovative approaches inspired by the private sector give a competitive advantage.

The Place Marketing Forum is dedicated to attractiveness and new regional marketing practices throughout the world. It has a strong focus on innovation and follows an operational approach to regional marketing, addressing all attractiveness issues, whether increasing the ability of territories to develop and promote their offers or attracting new stakeholders and capital.

We will participate to the expert panel on “peer marketing” and ambassador digital strategy. Elian CARSENAT will present concrete cases.

During the event, the Irish will receive an award for their ConnectIreland initiative :

ConnectIreland is a remarkable and innovative marketing achievement of customer’s conquest focused on peer marketing, ambassadors and digital technologies. With more than 23 000 “connectors”, introducing more than 1,100 companies, allowing the setting up of over 30 businesses as well as the creation of 1000 direct jobs in Ireland within few years, “ConnectIreland” approach is a model which illustrates the new ambassadors’ strategies deployed by the Irish Government to revive the overall attractiveness of a country, severely affected by the economic crisis of 2008.

Read the full Connect Ireland Place Marketing Award – press release

@FDIMagnet is NamSor’s niche consulting to support such initiatives and help countries, regions reconnect with their Diaspora – using innovative data mining technology and differentiated approach to Customer Relationship Management (CRM).

Kingsley Aikins, chief executive of Diaspora Matters and a renowned expert in the diaspora field, has advised  many governments as well as Ireland. He said ‘NamSor product could be a real game changer and could help answer the perennial question all countries ask about their diasporas – who are they, where are they and what are they doing. We now live in a networked age and the key to success of diaspora engagement is in building global networks. Namsor will help find these people and enable new diaspora networks to be developed.

Last year, inspired by Scotland’s Homecoming, the Irish have launched this other impressive and successful initiative in tourism : the Gathering, creating hundreds of cultural events and bringing several hundred thousand people of Irish heritage from the US (or other parts of the world) to Ireland. This brought ready cash in the country (€170 million in additional revenue) and it has strengthened the bonds between the Irish diaspora and Ireland. How many FDI leads -in the IT sector for example, where Ireland is already strong- will indirectly come from this huge networking potential?

#PMF2014 : Register before the 15th September to benefit from early bird rate

About:

NamSor™ Applied Onomastics is a European designer of name recognition software. Our mission is to help make sense of the Big Data and understand international flows of money, ideas and people.

FDIMagnet is NamSor offering for Investment Promotion.

Diaspora Matters is a consultancy company based in Dublin advising governments, companies, organisations and individuals on how to develop strategies and programmes to connect with their Diasporas. diasporamatters.com

Further reading:

2014_FDIMagnet_visuals

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