December 15, 2014

Our blog's web analytics in 2014

We are a small but growing economic development blog, so proudly share our web performance in 2014:

Audience
source: Google Analytics

November 19, 2014

How NOT to talk about your location on Slideshare: a case study

Social media marketing is even more popular in economic development, it's a cost-effective way to attract new companies into your location. SlideShare.net is the #1 social media platform for C-level managers, so it worth to understand the best practices of economic development slidesharing.

source: smbizsol.com

A less successful SlideShare presentation can deliver great lessons, so this time I chose a SlideShare from VIA Vasterbotten Investment Agency, Sweden. I hope they won't take it amiss and understand my effort - to improve their performance and to draw lessons for every one.

October 23, 2014

How to manipulate media to talk about your location?

Ryan Holiday, the media manipulator 's best-selling book is about media hack in general. He also published a short excerpt on SlideShare (bellow). I have very controversial feelings about this highly unethical resource, however after the slides I give some tips: how to manipulate media to promote your location.


September 19, 2014

How site selectors will find you using Google

You may ask: why is it important to make your location’s website viewable on Google? Collecting information - believe or not, but many site selectors search on the Internet for useful information. I don’t say they make decisions exclusively on web data, but if you are not viewable for these web searches, you miss a great opportunity to promote your location.

The 2014 edition of economic development search engine optimization tells you the HOWs and WHYs:

August 27, 2014

Economic development blogging: an ultimate guide

Social media (or content) marketing is not obvious in economic development. The following short guide tries to help the beginner economic development bloggers:

June 19, 2014

Building a service-oriented agency: Lessons from the USPTO

McKinsey & Co recently published a writing by David Kappos, the former head of US Patent and Trademark Office. His approach can be very useful in the building and management of economic development organizations.

source: dilbert.com

May 23, 2014

How to write an economic development blog which worth time and effort

Is there any space in economic development for social media marketing, or is it a fancy trend for tech companies only?

May 8, 2014

Changing frequency of our blog updates

source: dilbert.com
Dear Reader,

the Business Park Institute blog will be updated on a monthly basis in the future. I hope, you will find: less is more also in this case.

Regards,
Balazs

April 18, 2014

Case study: how to improve the online marketing of Sophia Antipolis, France

When I was a fresh university graduates in Hungary, the very first science park and R&D location I heard about was Sophia Antipolis. The guy who spoke about it, was working there, and now he is the rector of my hometown university. In Europe, Sophia Antipolis is undoubtedly the #1 science and tech location - but does the location's online presence fit to its R&D presence?

Hard work in Sophia Antipolis, France


March 20, 2014

Advanced website optimization tips for economic development organisations

When you meet with your web developers, I'm almost sure you are talking about pictures, font size, page structure and other similar evergreen topics. In this blog post I show you how to talk about onsite behavioral targeting, as an advanced website development technique.

source: costaricaspanish.net

March 6, 2014

Best practices of investment promotion YouTube channels

Try to support online the site selection process, and site selectors will love you and your highlighted location. On this way, an economic development YouTube channel can be an excellent tool.

City branding channel of Bremen, Germany

February 20, 2014

The rise of next-shoring and its fundamental impact on manufacturing site selection

McKinsey & Co. resently published an awesome analysis about the future of offshoring. I guess these trends will shape the way how to approach manufacturing site selectors.

source: brainstuck.com

Manufacturing site selection is dramatically changing, because manufacturing is changing. You cannot blame it on China anymore. McKinsey created a new term to describe it: next-shoring. There are "two defining priorities for manufacturing strategy in the era of next-shoring: proximity to demand and proximity to innovation, particularly an innovative base of suppliers." If you add the rapidly increasing energy and labour costs in emerging markets (Chinese wages nearly doubled since 2008), the limits of labour arbitrage is obvious.

Technology disruption
"To derive value from these shifts, companies will have to make significant investments and ensure access to hubs of innovation, capable suppliers, and highly skilled workers."
"Cheaper, more proficient robots that can substitute for a wider variety of human tasks are another reason companies may locate more manufacturing closer to major demand markets, even where wage rates are higher."
"3-D printers open up the possibility of more distributed production networks and radical customization. Products will communicate with each other, with robots and advanced machines inside factories, and with customers and suppliers."

Oh yes, remember of the magic world of 21th century manufacturing: product customization. You cannot manage it from China, expect your target market is China. "Locating manufacturing close to demand makes it easier to identify and meet local needs. Volkswagen has coped by moving from vehicle platforms to more modular architectures that provide greater flexibility for manufacturing several product variants or derivatives."


So, based on these trends, how can you gain new manufacturing companies for your location?


#1 Build supplier ecosystems and clusters

"New combinations of technical expertise and local domain knowledge will become the basis for powerful new product strategies. Responsive, collaborative, and tech-savvy supplier ecosystems will therefore be increasingly important competitive assets in a growing number of regional markets."
I guess it's time to develop a cluster policy, if you have not any. Clusters are regarded as tools for small enterprise development and innovation (in Europe, I don't know to US situation). In fact, clusters will be your strongest argument in manufacturing site selection.

#2 Developing people and skills

Education is too important to entrust it to teachers. Nowadays education is important - but it will be critical in the future (it will deliver the American Dream, if you haven't realized yet). If your local labour market doesn't fit to your local advanced manufacturing cluster, it's no way to attract new companies from the target industries.

When you think about education development, look at the "German modell". It has very strong company presence in the education, and react very quickly and efficiently for technology changes.

For more details about reshaping manufacturing, watch the following McKinsey video:




Do you have any question or comment? Do not hesitate to share it - publicly or privatly (csorjan @ businessparkinstitute.com)

January 31, 2014

FAQ to "The ultimate guide to FDI project acquisition"

In my last blog post I provided a new way to FDI project acquisition. This time I summarize your questions and try to answer them publicly. This FAQ will be updated regularly.


Q: Once you produce all this great information, how are you getting it in-front of site selectors and corporate decision-makers? If you post these things on LinkedIn Corp. Real Estate groups they will flag it or block you from the group.
A: That's right - if I posted destination related information on real estate and/or economic development groups of LinkedIn, they would flag it as a spam. But I recommend to share this content on target industry related groups. Economic developers or real estate developers are not target groups for most locations, but advanced manufacturing, automotive, IT or global business services industries etc. Share your content in the numerous niche industry groups of LinkedIn and corporate professionals (potential site selectors) will find it.

Q: What is the relation between content marketing and search engine optimization?
A: Some years ago, search engine optimization was the nr.1 internet marketing technique. But search engines (like Google or Bing) and also web searchers (site selectors) want real answers for their inquiries: relevant content related to search terms. Content became the king, and it was the rise of content marketing. Learn more about it here: The fabulous search engines and your city branding

Q: That's not clear what is an investment destination (to blog about) and what is a location in your guide?
A: In my experiences, site selectors select in the first round countries or regions, like Eastern Europe, the US West Coast or Germany. They start to collect information about these larger geographical regions, and select smaller locations within the larger region based on the collected information. When you are a city in Germany, you should provide information about the whole country (Germany), highlighting your city's strength. In this example, Germany is the investment destination and your city is the location.

Q: Data-driven storytelling? How can I promote my location with boring numbers only?
A: In the 20th century, marketing was a non-numeric discipline, a kind of art. Marketers were a little bit life artists, and advertisements were not a trustful source of information. In the age of Big Data, marketing became a data-driven discipline, the future marketers will be data scientists. The theory is simple: nobody is interested in hyping marketing messages, but data supporting the buyer's decision. Support your buyers' decision making process with useful data, and buyers (site selectors) will appreciate your effort.

Do you have further questions? Do not hesitate to ask it - publicly or privately (csorjan @ businessparkinsitute.com)