A necessary target segmentation

The target size must be small enough to allow for effective prospecting efforts. At the same time, it must be consistent enough to generate meaningful results, hence the importance of target segmentation (core target or Rank A, main target or Rank B) to adjust the intensity of the prospecting measures and the customization of the messages.

Cross-referencing of legal and behavioural information

The selection criteria must also be determined based on the existence of actual access to available and reliable information. Finally, the targeting strategy must be adapted as responsively as possible to news and current events (market growth, growth sectors, business news etc.) The latter will dictate the intensity of our actions. Depending on the programme or region, a target is formed by  cross-referencing of different sources: legal (industries, financial data etc.) and behavioural (trade shows, press watch, Regional Partner internal database etc.)

Regional Partner’s know-how consists of identifying data sources that form promotion or prospecting targets and to know how to approach them using differentiated marketing actions (see: operational tools).

The intensity of the marketing approaches varies according to the degree of likelihood of identifying an investment project.