Mordovia "speaks" with investors in five languages
Mordovia Development Corporation actively promotes the region as an attractive business platform using modern marketing tools. Video content, multilingual presentations, an interactive investment map and victories in prestigious competitions — all this strengthens investor confidence and demonstrates the potential of the republic.
Andrey Sinitsyn, Deputy Head of the Investment Development Department at Mordovia Development Corporation, told Rossiyskaya Gazeta about how video production helps in attracting investments, why to translate investment materials into five languages and what marketing tools are used in the work.
— Andrey Alexandrovich, video content is actively used to promote investment opportunities in the region. What role does video production play in attracting investments?
— Video content is a powerful tool for presentation. It does not just tell, but clearly demonstrates the potential of Mordovia: industrial sites, well-developed infrastructure, human resources and successful examples of investors.
Dynamic videos, interviews with residents — all this creates a sense of reality and inspires confidence. Video works faster than text: in two to three minutes, you can convey key benefits that will remain in the memory of a potential partner.
— It is known that the team's video work has been awarded. How does this affect the image of the region?
— Yes, our projects have repeatedly received recognition at the federal and international levels. For example, the All-Russian festival-competition "Divo of Russia", the International Festival of Social Advertising "LIME Profi" and the Geobranding Festival "Land of Discoveries".
These are not just awards — they are a confirmation that we make high-quality, professional content that meets the best practices. This is an important signal for investors: Mordovia is a modern, technological region where people know how to work at a high level. When business sees that our materials are winning contests, it understands that we take the presentation of opportunities seriously, and therefore fulfill our obligations to partners.
— Previously, the Investment Declaration of Mordovia was available in Russian and English. It is now translated into five languages, including Arabic, Chinese and French. Why is this necessary and how does it help attract foreign investors?
— The globalization of the investment process requires maximum availability of information. Previously, we focused mainly on Russian-speaking and English-speaking investors, but now we are actively entering the markets of the Middle East, Asia and Europe.
Arabic, Chinese and French are the languages of the key economies with which Mordovia is increasing cooperation. Localization of the declaration reduces barriers: the investor sees that we are not only ready for dialogue, but also speak to him in his language, both literally and figuratively. This is an important step towards increasing trust and speeding up negotiation processes.
— In addition to translating the declaration, what other steps are being taken to adapt the content to foreign investors?
— We strive to make information accessible to an international audience. In addition to the translation of the declaration, we have an English-language version of the Investment Portal. Here you will find basic information about the region, support measures and investment opportunities. In addition, we create video materials with subtitles and dubbing, including interviews with residents, presentations of venues and success stories. We have also adapted the key presentations, translating them into English and, if necessary, into other languages.
These materials are sufficient for our purposes now, but we are ready to expand. If there are requests from Chinese or Arab partners, we will add new languages.
— How are things going with such tools as the investment map and the portal? Are there any changes planned in the near future?
— The investment map of Mordovia is a dynamic tool that is constantly updated. A few days ago, we added five new data layers, which makes it even more convenient, as it allows investors to conduct a comprehensive analysis of territories in just a few clicks.
As for the Investment Portal, its modernization is one of our priorities. At the moment, we are analyzing the best Russian and international practices to make the resource more interactive, user-friendly and informative.
— What other marketing tools are used to promote the investment potential of Mordovia?
— We use an integrated approach, where each tool enhances the overall impression of Mordovia as a promising investment site. We are talking about targeted work with potential investors through industry associations, business clubs and development institutions, as well as digital promotion, partner programs, events, including participation in exhibitions and forums, as well as media partnership.
The key principle is not just to talk about the possibilities, but to create conditions for an informed choice in favor of Mordovia. Therefore, all the tools work together, providing maximum transparency and convenience for potential partners.
— If you had to identify three main advantages of Mordovia that convince investors to choose your region, what would you name?
— If we talk about the key competitive advantages of Mordovia, which most convincingly influence the decision of investors, I would single out three main factors: convenient geographical location, environmental friendliness and safety.
At the same time, it is important to understand that our main advantage is not individual factors, but their unique combination. Where else can you find a region where you can simultaneously gain access to large sales markets, a clean environment, and at the same time be confident in safety? It is this combination that makes Mordovia special.