The operational action plans for regional promotion and business prospecting are developed by combining all the measures and tools that may help contribute to the success of the objectives sought: selective approaches (direct approach, trade show missions, press watch & business intelligence, opinion leaders…) and/or support actions (personalized letters, telephone approaches, or e-mailing).

In a context of set-up project scarcity (only a few hundred are introduced a year), it is necessary to establish different operational action measures. This does not mean accumulating communication tools, but rather to optimise them. The complementarity of several channels allows us to communicate on several themes: the business environment characteristics, the real estate focused offer and the support services promotion for set-up projects proposed by the regions, while adapting the content.

The objective is to increase the effectiveness of the message sent and to develop company executives’ interest in order to generate direct contacts. Driven by a desire to control internal and external costs, the effectiveness research results from an in-depth review of the results generated by each action regardless of its nature. This is how the action plans combine – into a coherent whole – selective approaches and support actions, such as direct marketing operations for example.

The number and diversity of the techniques and methods used by the Regional Partner team have two major consequences:

• mastery and use of tools that are sometimes highly technical
• the ability to proactively assess the respective performance of the actions and methods.

Communication tools adaptable to the needs and expectations of the businesses

Depending on the operations, the tools are adapted in line with the demand of the targeted businesses and matching the strengths of the regions: support services promotion, real estate-focused offer and business environment characteristics.

Direct marketing actions (mailings, e-mailings, telephone approaches) or push communication aim at preparing and facilitating the prospecting team actions. Beyond the communication aspect, the direct marketing actions serve an operational function by generating contacts. These are obtained by broadcasting developed messages aimed at increasing information requests, allowing for a follow up contact (pull communication). These actions are differentiated in terms of the intensity and message based on the interlocutors.