d te ca r di fo D e D ay ok al * Bo igit $1 D
20 November 2011: Digital Day 21-22 November 2011: Main Summit Days
20–23 November 2011 The Address Dubai Mall, Dubai, UAE
Meet Your Keynote Speakers:
23 November 2011: Post-Summit Workshops
WHATS NEW? ‘B2B vs. B2C Marketing – Head To Head Learning’ On Day One at 11.55 ‘Reinventing The Wheel And Staying In The Driver’s Seat’ on Day One at 13.40
Leana Less Eurasia & Africa Group Media Director
Josh Saunders Head of Technical & Creative
EMI Music Group
‘Marketing Revolutionaries Roundtable: Developing An Integrated Team With An Integrated Skill Set’ on Day One at 11.10 ‘Brands And Their Human Characteristics – How To Win Friends And Influence People’ on Day Two at 13.00
Plus Don’t Miss Key Contributions From:
Nissan Middle East Pfizer International Ducab Ministry of Tourism Oman Zain Sanofi Aventis Dubizzle University of Greenwich Emirates eGovernment Ericsson Petronas Marketing Oman Telecommunications
Pedro Cosa Global Senior Insights Manager
Alberto Chahoud Lecturer, Paris–Sorbonne University Abu Dhabi and Area Communications Manager – Middle East & Africa
+ US Reach beyond
Vikram Krishna Head – Group Marketing & Branding
Facebook statistics and twitter followers with our Dedicated Digital Marketing Day – learn how to engage your market, promote brand advocacy, go viral and measure your success!
‘Become A Marketing DJ: Media Mixing The Perfect Ingredients’ on Day One at 16.25 Enhance your experience by attending Post-Summit workshops and multiple streams focusing on:
THE HOW Gold Sponsor
General Motors Mastercard Gulf Pharmaceuticals Siegel+Gale And many more...
Official Media partners
www.totalmarketing2011.com | #Totalmarketing
09.00 Opening Remarks From Digital Marketing Day Chair
09.10 Entering A New Era Of Media – How Has The Shift In Consumer Information Consumption Toward Digital Evolved Marketing In Its Traditional Sense And Will We See Digital Converge And Integrate With Traditional Media? • Analysing emerging patterns in how audiences consume media in 2011 • What is your target market’s perception of digital vs. traditional media? Do they differentiate their approaches to each? • Understand the growing impact of mobile access, advertising as content and interactive gaming and expanding from purely digital into traditional marketing mediums • How do you make your message stand out from competitive online marketing ‘noise’ and increasingly fragmented channels Panelists: Arto Joensuu, Digital Change Agent, Dubizzle – UAE Jeremy Foster, Head of Marketing, Government and Industry Relations, Ericsson – UAE 09.40 Generating Buzz: Discovering Which Messages Elicit The Most Activity And Response From Your Target Audience And Directly Impact The Bottom Line • Considering your options – how do you create content that remains true to your brand? • What are the key criteria for creating the most effective viral messages? • What behaviour does a successful viral message elicit? Does it actually translate to sales or is its function more focused on branding exercises? How does this trend impact the competitive landscape in the UAE? • Your message is viral – now what? How do you leverage an effective message to drive your brand further? Leana less, Media Director, Coca Cola – Eurasia and Africa Group
SOCIAL MEDIA SPOTLIGHT
10.10 Are Exponential Digital Media Channel Options Causing Fatigue? How Can You Ensure That You Travel The Right Social Media Road On The Digital Highway? • A top–down approach: What is the function of new media channels in your overall marketing strategy? • How can your consumer knowledge serve as a digital media GPS to lead you straight to your target market online? • Are there new media channels best suited to consumer acquisition? Is there an ‘optimal’ approach to discovering online communities? • How can you leverage the best media channels and should you try to develop your own dedicated platforms? • Evolving your ‘push’ thinking to ‘pull’ marketing and engagement through augmented reality • Taking off your marketing hat and bringing back your consumer hat to stay creative and useful • Creating the killer app: How do you get in the game and stay at the top? Jeremy Foster, Head of Marketing, Government and Industry Relations, Ericsson – UAE 10.40 Morning Refreshments And Networking Opportunity 11.10 CASE STUDY FEATURE: Anayou - Creating A Digital Brand From Square One This feature session will explore how Du, a major telecom player in the region, created an online space built for Arabs, by Arabs that incorporates the best elements of social networking and e-commerce.
• The path to developing a digital brand experience tailored to the under-35 audience • The creation of an identity system and an evocative name, Anayou ("ana," the phonetic spelling of "us" in Arabic + "you") • Global client engagement - How culture and audience shape a successful digital brand in an untapped market • Mobility and brand strategy - How do brands continue to make an impact on their users in a world of fragmented media channels? What does it take to develop a brand for the mobile channel and how to keep it in sync with a social website • How can advertising be successfully incorporated when launching a social networking site or digital brand? Thomas Mueller, Global Director - Customer Experience, Siegel+Gale - EMEA 11.40 Integrating Service And Promotion Online: How Can Digital Service Channels Become Marketing Opportunities? • Keeping your message simple – how do use digital services as marketing tools without complicating it and confusing your consumer? • What is the saturation point? Where does promotion and marketing begin to reduce consumer perception of your service? • The pitfalls of promotion in ‘service providing’ clothing: maintaining a genuine and targeted messages • Integrating strategies to sustain continuous dialogue with your audience into your marketing strategy Panelists: Ibrahim Ahmed Elbadawi, Strategic Planning Specialist, Emirates eGovernment – UAE Akvile Pareigyte, Digital Brand & Marketing Manager, Jumeirah Group – UAE 12.10 Lunch And Networking Opportunity 13.30 Building A More Comprehensive Consumer Profile Through Digital Data Collection – Transforming Numbers Into Rich And Multi–Faceted Personalities And Analysing How Each Facet Influences Purchasing Decisions • The difference between online and offline data collection – New opportunities for further profiling and better segmentation • Discovering your market’s self perception through online communities to discover key self identifying characteristics that influence decision making during the buying process • Diversity within niches: online behaviour as a key data segment – how does it differ to in store and face–to–face behaviour? • Exploiting every opportunity: Targeting your existing customer base for cost effective sales and digital ROI • Securing consumer loyalty by creating user friendly log–ins, profiles, instructions and information that connect convenient experience and interactivity with your brand • Cost effectively enhancing brand salience through customised digital touch points for a unique consumer experience Panelists: Khalid A–Moneim Abdalla Ali, Market Research Manager, Zain – Sudan 14.10 Afternoon Refreshments And Networking Opportunity 14.40 Meeting Potential Consumers Online: Gaining A Cost Effective Marketing Advantage Over Your Competition • Identifying your target audience online – beyond facebook and twitter where do you look? • Matching your strategic online plan with different purposes: Collecting data
(* See back page for details)
08.30 Registration And Morning Coffee
d te ca r di fo De Day ok al * Bo igit $1 D
Sunday 20 November 2011
DEDICATED DIGITAL MARKETING DAY
15.10 Corporate Social Media Usage Policies Of Your In The Workplace And Exercising Governance To Avoid Security Risks And PR Challenges • How can your organisation regulate and manage the proper use of social media in the workplace without discouraging employees who want to help drive online presence forward? • Mitigating against the potential risk of data loss and communication of confidential information in addition to loss of productivity? • How can the employee culture encourage the correct and positive use of digital media to promote your brand? • Creating social media organisational models • Mitigating risk of misuse of user generated content through content management systems Ibrahim Ahmed Elbadawi, Strategic Planning Specialist, Emirates eGovernment – UAE 16.00 Close Of Dedicated Digital Day
Driving sales Increasing WOM Driving enquiries Higher SEO results • How can you engage your target market with: Community building Long term vs. short term commitments Rewards Partnerships • Interacting with your audience with transparency to gain the trust of your audience • Marketing’s magic words: user–generated content – how do you plant the seeds of organic growth to engage specific target groups?
Total Marketing Summit – Day One 08.30 Registration, Morning Coffee & Networking Opportunity
Panelists: Alberto Chahoud, Lecturer, Paris–Sorbonne University Abu Dhabi – UAE and Area Communications Manager – Middle East & Africa, Red Bull – UAE Vikram Krishna, Head Of Group Marketing and Branding, Emirates NBD – UAE Mohammed Bin Rashid Abaaalkheil, Head of Marketing and Communications, Bank Albilad – KSA Tarek Sultani, Managing Director, Siegel+Gale - EMEA Syed Ahmed, GM Marketing, Nissan Middle East - UAE
09.00 Opening Remarks From Conference Chair – Jonathan Wilson, Senior Lecturer and Course Leader in Advertising and Marketing Communications Management, University Of Greenwich – UK
09.55 MARKETING PARADIGM SHIFT: THE INTANGIBLE – Moving From Transactional To Experiential Marketing To Meet The Rising Expectations Of The Savvy Consumer In The Face Of Increased Competition • Is product and purpose now incidental? Shifting consumer focus to the purchasing and touch point experience to drive perceived value of your brand, product and service • The power of the proverbial water cooler – engaging key influencers and brand champions for cost effective and long lasting user generated and ‘free’ PR • The snowball effect: Creating salient experiences that enhance consumer perception of satisfaction • Developing ‘tribes’ led by advocates who assist in organically growing brand awareness • Developing your ‘brand as habit’ by intrinsically linking it with lifestyle and identity
10.40 Morning Refreshments And Networking Opportunity MARKETING REVOLUTIONARIES ROUNDTABLE
11.10 How To Capitalise On Increasing Channel And Audience Fragmentation And Develop An Integrated Team With An Integrated Skill Set In To Evolve With Your Audience • How will diversifying your skill set capitialise on the increasing fragmentation across media channels and among audience? • The youth market and other divergent segments: getting on their platforms is the first step, but how do you engage them and stand out from the noise? • Brand partnerships and affiliate marketing – leveraging nontraditional outlets in order to reach your audience and highly value consumer segments • Sustaining a well oiled machine to ensure accountability – with so many people trying to divide responsibility, who is driving new initiatives? Panelists: Josh Saunders, Head of Technical & Creative, EMI Music Group – UK Arto Joensuu, Digital Change Agent, Dubizzle – UAE Pedro Cosa, Global Senior Insights Manager, Vodafone Group – UK 11.55 HEAD TO HEAD LEARNING: The Next Generation Of Corporate And Consumer Marketing In Increasingly Divergent New Media Channels • How does the increased prevalence of information search and sharing capabilities impact your ability to deliver new and engaging messages to your target? • The rational vs. emotional appeal: Which are the most effective messages for B2B and B2C and how do they differ? • Developing the buyer journey and engaging on their terms: Is corporate marketing perceived differently to B2C when communicated over channels still considered ‘personal’ i.e. text, social media etc? • Benefit your audience and they will benefit you! Are user–friendly original content information hubs sustainable in a B2B arena? How do companies with B2B and B2C functions approach this? Panelists: Ashish Chaturvedy, Marketing Manager, Ducab – UAE B2B VS. B2C MARKETING
STATE OF THE INDUSTRY
09.10 Macro Forces Driving Marketing Trends – How Big Picture Cultural, Social, Political And Consumer Shifts Impact Marketing And Holds The Key To Tomorrow’s Challenges? Differentiating The Fads From Game Changers • Reading social, political and cultural change – how does it translate to marketing trends? Looking back at natural cycles and human behaviour to predict the next big thing • The transition from ‘Buyer Beware’ to ‘Merchant, take care’ – savvy consumers and moving to consumer centric market brands, products and services • The liquid nature of consumer self conception – how does it impact motivations that drive the purchase process? • Staying ahead of the curve – can it be done without risk? Panelists: Jeremy Foster, Head of Marketing, Government and Industry Relations, Ericsson – UAE Jonathan Wilson, Course Leader – Advertising And Marketing Communications Management, University of Greenwich – UK Josh Saunders, Head of Technical & Creative, EMI Music Group – UK Moderator: James Piecowye, Associate Professor in the College of Communication and Media Sciences, Zayed University – UAE
Monday 21 November 2011
Maged Ateya, Market Analysis Manager, Pfizer International – UAE Yassir El Kawad, Head of Brand Department, Petronas Marketing – Sudan Gamal Al Qassas, Marketing Manager, Sanofi Aventis – UAE
GET CONNECTED Follow us on Twitter @AmyFigsIIR, #Totalmarketing. Join our Linked group – IIR Middle East – Marketing
12.40 Lunch And Networking Opportunity STREAM A: THE WHO? New Target Segments And Changing Behaviour Of Traditional Demographics 13.40 BEYOND TRADITIONAL DEMOGRAPHICS: Targeting Behavioural Identity To Maximise Your Best Performing Markets And Identify Key Segments For Improvement • Developing and increasing ROI of your existing customer base by targeting high potential segments • Analysing the cost benefit ratio of targeting emerging niches in the face of increasing fragmentation • Innovation targeted to key consumer segments – new product development emerging from consumer led improvement feedback channels • Reducing consumer churn – discovering trends the in decision making processes of your target market Panelists: Jalal Abdullatif, Manager Strategic Marketing, Oman Telecommunications – Oman Ahmed Habiba, Customer Marketing Manager & Sustainability Team leader, Henkel AP- KSA 14.25 The Ageing Market – Following Your Consumers Through Their Lifecycle And Remaining Relevant To Them Throughout • Evolving your message through multiple contexts and increasing fragmentation in generational marketing • Developing strong brand bonds with consumers at an early stage to enable smoother transition through life stages and retain high brand recognition • Adapting your message while staying true to your brand by cross selling products and messages at times of behavioural change i.e. Graduation, retirement, starting a family • How can the marketing channels you use to communicate with your target market evolve too? Ahmed Habiba, Customer Marketing Manager & Sustainability Team leader, Henkel AP- KSA
Infusing Brand Markers And Memorable Experience Consistently Across Customer Touch Points To Enhance CRM Strategies • Reaching beyond advertising and transactions to deliver ‘experience’ and establish strong consumer retention • Is it possible to embed a sense of customer experience across mass communication? If not then how does above the line spend support your CRM initiatives? • Cost effective customer experience – which strategies provide the best ROI? Are they online or offline? • Gaining employee buy–in, how are they representing your brand? Panelists Include: Syed Ahmed, GM Marketing, Nissan Middle East – UAE Hani Masgidi, Group Manager – Customer Relationship Management, A W Rostamani, UAE
Igniting Live Opportunities – Breathing Life Into Your Brand And Products (And Getting Great PR Along The Way!) • Capitalising on opportunities to deliver targeted messages face–to–face with your target market at live events • Delivering more value for your consumers by creating experiences that ensure brand salience • Converging new and traditional media to drive audiences to live events (and bring their friends!) • Influencing your target market to drive buzz and peer to peer information sharing through unique and limited offerings • Onsite Insights – critical criteria to bring your brand dimensions to life Panelists: Alberto Chahoud, Lecturer, Paris–Sorbonne University Abu Dhabi – UAE and Area Communications Manager – Middle East & Africa, Red Bull – UAE Ashish Chaturvedy, Marketing Manager, Ducab – UAE Syed Ahmed, GM Marketing, Nissan Middle East – UAE
15.10 Afternoon Refreshments And Networking Opportunity
FOCUS ON CONSUMER IDENTITY
15.40 CONSUMER CLOSE–UP: The Multi–Dimensional Consumer – Who Are You? Marketing To Your Consumer’s Strongest Identity • Aligning your marketing with characteristics of personal perception to attract your target consumer • How do you collect data beyond standard demographics to drive three dimensional insights into your target market • Creating niche and personalized segments looking at new ways to catagorise old demographics e.g. category women, high earner, sport oriented etc Panelists: Leana Less, Eurasia and Africa Group Media Director, Coca Cola – UAE Vikram Krishna, Head Of Group Marketing and Branding, Emirates NBD – UAE Pedro Cosa, Global Senior Insights Manager, Vodafone Group – UK
STREAM B: THE HOW? Maximising Exposure And Return Across Fragmented Media Channels Reinventing The Wheel And Staying In The Driver’s Seat: Refreshing Traditional Media – What Does TV Mean? Where Does Radio Sit? • How is consumer perception and behaviour around traditional media changing? • Engineering change within marketing that enhances key features of traditional media in order to compete with new media channels • How do you evolve your approach to maximise your above–the–line spend? • Is traditional media more than salience and awareness? How do you measure impact to target market and subsequent sales? Panelists: Leana Less, Eurasia and Africa Group Media Director, Coca Cola – UAE Pedro Cosa, Global Senior Insights Manager, Vodafone Group – UK James Piecowye, Associate Professor in the College of Communication and Media Sciences, Zayed University – UAE
16.25 Capturing The Corporate Buyer – Shaking Hands With The Corporate Identity In Business–to–Business Marketing And Meeting Their Expectations • Measuring value of branding in B2B marketing and its impact on converting prospects into sales • Capitalising on the rational decision maker in B2B marketing activities that educate and build awareness building • Fighting marketing fatigue by getting personal with your businesses – connecting with individuals • Helping your buyers gain management buy–in to finalise the purchasing process – delivering the sales pitch to decision makers who sign on the dotted line Alaa Fathi, Product Marketing Manager, Gulf Pharmaceutical Industries – UAE
Become A Marketing DJ: Media Mixing The Perfect Ingredients For Online– Offline Media Channel Convergence • Funneling your offline audience to online mediums – is curiosity enough to drive consumers to action in a crowded and competitive market? • Why cross–media marketing efforts deliver more effective and more comprehensive data collection • Creating collaborative and consistent campaigns both online and offline that will allow you to compare ROI of each media channel • Matching medium with function – creating awareness and reinforcing brand in traditional media while supporting and rewarding existing consumer on new media channels Panelists: Basel Anabtawi, Marketing Manager – Chevrolet, General Motors – UAE Mohammed Bin Rashid Abaaalkheil, Head of Marketing and Communications, Bank Albilad – KSA
17.10 Close of Total Marketing Summit Day One
Tuesday 22 November 2011
Total Marketing Summit – Day Two 08.45 Morning Coffee And Refreshments STREAM C: THE WHAT? Effective Messages In Middle East Marketing
STREAM D: THE WHY? Measuring Success
Calculating How Reach And Awareness Actually Convert To Sales And Bottom Line By Developing Tailored Measurement Tools • Defining your Reach/ROI equation through benchmarking: analysing your past campaign conversion rates, competitors and decision makers to create realistic goals for success • Evaluating impact of brand recognition the purchase process, intent and ultimately, the bottom line Panelists: Pedro Cosa, Global Senior Insights Manager, Vodafone Group – UK Basel Anabtawi, Marketing Manager – Chevrolet, General Motors – UAE Jalal Abdullatif, Manager Strategic Marketing, Oman Telecommunications – Oman
09.45 Gaining Credibility By Conveying Cost Effective, Genuine And Original Communications – The Contemporary Brand Built on Experience, not just on Image • Acknowledging the intelligence, power and savvy of the connected consumer when constructing your communications • Creating engaging messages for internet savvy consumers that are true and consistent to your brand • Reinstating the new in ‘NEWS’: Is it possible to develop original content efficiently with minimum resource commitment? • Incentivising loyal consumers to fortify your message and cement credibility Panelists: Gamal Al Qassas, Marketing Manager, Sanofi Aventis – UAE
Monetising Non Financial Factors In Order To Assess The Real Cost And Benefit Of Social And New Media Strategies To Your Overall Marketing Campaigns • Analysing the cost and benefit of marketing strategies to your human resources • What is the real value of audience shared and propelled PR to your bottom line? • Using mixed media modeling to demonstrate the effectiveness of each channel in driving sales • Social media’s impact on your brand health and its subsequent value to the bottom line • Online presence and its value as a risk management tool that will insulate the company’s reputation in times of crisis or controversy
09.00 KEYNOTE: Driving Sales And ROI Through Experience Focused Messages – A 360 Degree Approach To Experiential Marketing • Digital as a key lead generator – is it the new norm? • Value–adding messages – stimulating target markets interest in your brand and driving them to action • Instilling luxury in your consumer communications • Leverage multiple channels and the cross functional capabilities of your team Syed Ahmed, GM Marketing, Nissan Middle East – UAE Akvile Pareigyte, Digital Brand & Marketing Manager, Jumeirah Group – UAE
Morning Refreshments And Networking Opportunity
Twitter Competition – GET INVOLVED AND TWEET AWAY! Follow us on Twitter @AmyFigsIIR, #Totalmarketing.
We will be giving away two places to the Total Marketing Conference this year! To win all you have to do is retweet @AmyFigsIIR when the #Totalmarketing is used. Yes, that’s it! Winners to be announced 13 October 2011.
11.00 The Wizard Of Words – The Real Impact Of Bad PR In A World Of Instant Replays • Spin, Spin, Spin – delivering positive response and accountability to manage negative pr • Isn’t all PR good? Analysing if negative PR will impact your bottom line • What are the rules and etiquette for responding to negative PR online? Is any response better than none? • Dealing with unanticipated negative PR: assessing the damage and responding with the authenticity and transparency • Creating policy that regulates the peer–to–peer messages discussions that employees can engage in • Calculating a timeline for recovery – learning from other PR challenges Yassir El Kawad, Head of Brand Department, Petronas Marketing – Sudan
UNDERSTANDING ROI MARKETING RELAY
SPOTLIGHT ON PR
KEYNOTE: How Do You Measure Success When There Is No Yardstick? The Challenge Of Calculating ROI On Marketing Campaigns And Non Branded Communications • Setting a baseline for success – where do you start? • Measuring success based on your marketing pillars: • Expanding • Penetration • Acquiring • Retention • Metrics around non promotional/ non branded communications and measuring their ultimate benefit to your brand • More than ‘before and ‘after’: the long term impact of various campaigns on your brand health and awareness and its perceived value Panelists: Maged Ateya, Market Analysis Manager, Pfizer International – UAE Jalal Abdullatif, Manager Strategic Marketing, Oman Telecommunications – Oman 12.00 Lunch And Networking Opportunity End of streamed sessions 14.15 TREND ALERT – HARNESSING CONSUMER POWER! Capitalising On Online (And 13.00 Personifying Brands– How Your Brand Can To Win Friends And Influence People Offline) Communities, Creating Brand Champions And Finding Tribe Leaders In Have you ever noticed that brands have personalities like people? Some follow all 2012 To Extend Your Marketing Spend And Message Reach Further Than Ever the rules and still cannot thrive and others break all the rules and succeed? There Before is always a cool kid on the block, some brands act like bullies and others are smart • How has online transformed how audiences receive information and redistribute key informed though not that fun – but each has their place and function and should messages? How does this impact traditional media? be representing the product, service or ideal they represent. The journey of brands • Riding the wave of organic growth in online communities to plug into your most vocal into assuming roles of human existence is an interesting idea to explore with many audience: Discovering the niche communities pertinent to increasing visibility of your nuances and helps us understand why one size does not fit all. brand’s online identity and activities • Beyond brand advocacy: Finding the ‘sparks’ – brand champions that ignite positive • Bridging the gap between how your brand wants to be recognised and current user generated PR consumer perception • What defines a tribal leader in marketing? how does their opinion, recommendation • Which human characteristics will effectively communicate your brand and and behaviour cause a ripple effect to their ‘followers’ impacting your brand and resonate with your target market? audience? How can you harness this to drive you marketing further? • What do your key messages and the media channels you choose say about your Panelists: brand personality? Arto Joensuu, Digital Change Agent, Dubizzle – UAE • What brand would your personality represent and how will this be projected into Akvile Pareigyte, Digital Brand & Marketing Manager, Jumeirah Group – UAE the brand you work for? 15.00 Afternoon Refreshments And Networking Opportunity Led By: Jon Wilson, Course Leader – Advertising And Marketing Communications, 15.30 Inside The Mind Of A Market Leader – The Thought Process And Strategy Behind University of Greenwich – UK Promoting A New Campaign Or Product Those In The Hot Seat: Build a hypothetical new campaign or product by deciding how to communicate the Maged Ateya, Market Analysis Manager, Pfizer International – UAE key message to a particular target market in the Middle East, sharing their decision making and creating thought process with attendees. Josh Saunders, Head of Technical & Creative, EMI Music Group – UK • Race 1: Choose which key characteristics to advertise… • Race 2: Identify how they would develop the packaging… 13.30 Meeting Potential Consumers Online: Gaining A Cost Effective Marketing • Race 3: Select the key media channels in which to advertise… • Race 4: Deliver a killer tag line… Advantage Over Your Competition Panelists: • Identifying your target audience online – beyond facebook and twitter where Khalid A–Moneim Abdalla Ali, Market Research Manager, Zain – Sudan do you look? Alaa Fathi, Product Marketing Manager, Gulf Pharmaceutical Industries – UAE • Matching your strategic online plan with different purposes: Hani Masgidi, Group Manager – Customer Relationship Management, A W Rostamani, UAE Collecting data Driving enquiries Ahmed Habiba, Customer Marketing Manager & Sustainability Team Leader, Henkel Driving sales Higher SEO result AP – KSA Increasing WOM 16.15 Interactive Full Circle Session: The Continuous Learning Cycle Continues… • How can you engage your target market with: Knowledge Gap Analysis This last session will where a panel of speakers from the last three days will discuss Community building Rewards the key learning points from Total Marketing. Long term vs. short term commitments Partnerships • A ten point action plan will be developed from strategic contributions from the event • Interacting with your audience with transparency to gain the trust of your • Audience will have the opportunity to share do a knowledge gap analysis to identify the audience strengths and weaknesses in the knowledge they are taking back to the office and ask • Marketing’s magic words: user–generated content – how do you plant the their last minute questions and share opinions with Jon and their delegate peers seeds of organic growth to engage specific target groups? Jon Wilson, Course Leader – Advertising And Marketing Communications, University of Greenwich – UK
17.00 Close Of Total Marketing 2011
Wednesday 23 November 2011
Post Summit Workshops op
h Works A
Adapting Existing Marketing Schools Of Thought To Cater For Islamic Frameworks And Consider Muslim And Non–Muslims Consumers
h Works B
13.00 – 17.30
08.00 – 12.00
Rationale This interactive workshop considers some of the key issues facing marketers in the sector and raises questions as to how existing marketing schools of thought need to be adapted, or in some instances replaced. The unique and fresh perspective offered here draws from published work on the Hip hop phenomenon and an award winning paper on Halal branding, using techniques hailing from Ancient Greek philosophers. The argument is that Hip hop and the Muslim market have similar traits and marketing potential. A key assertion is that Muslim markets represent more than ‘meat and money’ and one religious group. Delegates will be given insight into new frameworks and cultural predictors, designed to assist them in future activities. Learning Objective • Understanding current marketing approaches and the differences between Muslim majority and minority countries • Appealing to non–Muslims within existing an Islamic Frameworks – More than just the Do’s and Don’ts • Muslim youth cultural codes – black zebras with white stripes, or white zebras with black stripes? • Is the Muslim Market the new Hip Hop? About Your Facilitator: Jon Wilson, Senior Lecturer and Course Leader, Advertising & Marketing Communications Management, University of Greenwich – UK Educated at The Manchester Grammar School and the University of Dundee Scotland, Jon has over 15 years of collective academic and practitioner experience in: marketing communications (advertising, sponsorship, sales, public relations); branding; key account management; print and new media; management and training – in both the private and public sector. Jon previously worked in media full–time for Emap [now Bauer Media], Haymarket Business Publications and the Confederation of British Industry’s (CBI) journal. He has also offered consultancy to, amongst others: the Engineering and Technology Board (ETB) [now EngineeringUK], 1&1 Internet Ltd, SAIPA automotive, culture and sport (Iran), and DMA/ Rockstar Games (on Grand Theft Auto). Jon has published over 50 academic peer reviewed papers, articles, book chapters and case studies.
Engaging The Media And Converting Them Into Advocates
Rationale Media affairs and communications is not a role under the responsibility of one person or single job function. Instead, it is an important and sensitive tool which all marketing professionals should learn to leverage in order to reach their audience and propel their message forward. Transforming from having the media aware to loyal and finally into advocates will enhance both your reach and pull in your targeted market. Learning Objectives • Leveraging the media to reach your audience and transition from push marketing to pull engagement • How do the exponentially increasing online and mobile channels impact audiences and the way they consume marketing? How will this change how you convey your organisations messages? • Establishing mutual beneficial media partnerships • Effectively communicating different messages to different stakeholders while still conveying brand values About Your Facilitator Alberto Chahoud, Lecturer, Paris–Sorbonne University Abu Dhabi – UAE and Area Communications Manager – Middle East & Africa, Red Bull – UAE Alberto Chahoud has been a lecturer at Paris-Sorbonne University since 2009 and is a member of the Selection Committee for the Masters Program in Marketing, Communications and Management. He is also the Redbull Area Communications Manager for Middle East & Africa. Previously, Alberto has worked for Leo Burnett - Dubai, as a copywriter on accounts including Philip Morris, General Motors, Nokia, Kraft and Kellogg’s, MS&L - Dubai, as the Senior PR Manager, Fortune Promoseven, as the Regional Group Account Director for McDonald’s MENA and Ace Worldwide Advertising /AMC Communications where he was the Managing Director.
Our Sponsors Gold Sponsor BrandLounge is a branding and marketing strategists firm specializing in growth-oriented organizations in the Middle East and North Africa region. With offices in Dubai, Riyadh, and Cairo, BrandLounge aims to be recognized as the expert consultancy in business branding by applying international expertise to the local and regional business environment. The lack of experienced strategic-focused branding and marketing agencies across the Gulf have allowed us to become a springboard for new businesses and brands in the region trying to differentiate and position themselves through precisely engineered and uniquely crafted branding strategies. Whether it is helping clients create and activate a new brand identity, or simply providing proprietary brand equity metrics, we at BrandLounge con¬sistently adhere to the highest standards of quality, accuracy and professionalism through our internally developed 4 Ds system Discovery, Development, Design, and Delivery. The key to our success lies in the trust we build with our clients and the services we offer. All our services are tailored to fit our clients’ needs, from start to finish. Motivation and passion are at the heart of each and every branding and marketing exercise we do – no exceptions. “BrandLounge’s mission is to differentiate brands and businesses through innovative and strategic branding services as well as act as an outsourced marketing department for businesses seeking to cost-effectively drive improvements in their marketing practices.”
Silver Sponsor Siegel+Gale creates branding programs that help organizations excel. These programs reflect our belief that simplicity is at the core of the value we provide. Siegel+Gale is a strategic branding and interactive firm with close to 40 years of experience and over 120 employees. Siegel+Gale Headquarters are located in New York with offices in LA, London, and now Dubai. Siegel+Gale has a long history of innovation in branding and interactive work. All strategic and creative work is done by senior practitioners…people come here to do the work. Siegel+Gale is part of the Omnicom Group and has worked on many bands in the Gulf region including the development of KAUST brand platform and guidelines.
Exhibitor EXCALIBUR Parking Experience settles a worldwide new standard based on innovation applied for media and entertainment at car parks. EXCALIBUR provides a new and unique immersive media platform targeted for use in parking garages at or near retail centers, through the use of branded zones and bearing advertising on walls. These zones also serve both to aid orientation within the garages, as well as to improve dramatically the quality of the experience offered to drivers and shoppers. EXCALIBUR is able to transform the parking experience for the consumer, deliver enhanced brand identification and retention to advertisers and increase sales.
20–23 November 2011 The Address Dubai Mall, Dubai, UAE
Programme At A Glance: TOTAL MARKETING
20 November 2011 21 November 2011 22 November 2011 23 November 2011
Digital Day Main Summit Day Post-Summit Workshops Register Before 22 September 2011
Main Summit Stream A or B C or D
Digital Day Promotion*
1/2 Day Each
Post Summit Workshops A B
IIR Holdings Ltd. GCS/IIR Holdings Ltd. P.O Box 13977 P.O Box 21743 Muharraq Dubai, UAE Kingdom of Bahrain
Please the session/s you wish to attend: TOTAL MARKETING
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Register Before 13 October 2011
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Combination Discount 3 Days
Main Summit + Digital Day
Main Summit + Digital Day + 1 Workshop
Main Summit + Digital Day + 2 Workshop
* Book the 2 day main conference and attend the Digital Day for $1. Regular price $995
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Conference fees include documentation, luncheon and refreshments. All registrations are subject to our terms and conditions which are available at www.iirme.com/terms. Please read them as they include important information. By submitting your registration you agree to be bound by the terms and conditions in full.
Payments A confirmation letter and invoice will be sent upon receipt of your registration. Please note that full payment must be received prior to the event. Only those delegates whose fees have been paid in full will be admitted to the event. You can pay by company cheques or bankers draft in Dirhams or US$. Please note that all US$ cheques and drafts should be drawn on a New York bank and an extra amount of US$ 6 per payment should be added to cover bank clearing charges. In any event payment must be received not later than 48 hours before the Event. Entry to the Event may be refused if payment in full is not received. Credit card payment If you would like to pay by credit card, please tick here and a member of our team will contact you to take the details
Cancellation If you are unable to attend, a substitute delegate will be welcome in your place. Registrations cancelled more than 7 days before the Event are subject to a $200 administration charge. Registration fees for registrations cancelled 7 days or less before the Event must be paid in full. Substitutions are welcome at any time.
COMPANY DETAILS Company: .............................................................................................................................................................. Address: ..................................................................................................................................................................
Avoid Visa Delays – Book Now
Postcode: ................................................................................. Country: ............................................................
Delegates requiring visas should contact the hotel they wish to stay at directly, as soon as possible. Visas for non–GCC nationals may take several weeks to process.
Tel: .............................................................................................. Fax: ...................................................................
All registrations are subject to acceptance by IIR which will be confirmed to you in writing.
No. of employees on your site: 1000+ 500–999 250–499
Due to unforeseen circumstances, the programme may change and IIR reserves the right to alter the venue and/or speakers or topics.
Nature of your company's business: ...........................................................................................................
YES, I would like to receive information about future events & services via e–mail ................................................................ .......................................................................................................
To assist us with future correspondence, please supply the following details: Name of the Department Head: .................................................................................................................. Department: ........................................ Mobile: ............................ Email: ....................................................
Event Venue: The Address Dubai Mall, Dubai, UAE Tel: +971 4 438 8888 Accommodation Details We highly recommend you secure your room reservation at the earliest to avoid last minute inconvenience. You can contact the IIR Hospitality Desk for assistance on: Tel: +971–4–4072693 Fax: +971–4–4072517 Email: email@example.com © Copyright I.I.R. HOLDINGS B.V.