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IPR: MARTIN SUITER - Consultancy, Munich here for IMEX12, 23-May-12 Frankfurt

23rd of May, Inspiration Centre, show floor

how to push your brand with sport & tourism

Experience, contacts and a creative

mind can not be replaced at all.

Martin Suiter

Text: where do I come from? Alps? are you sure? why? you just saw some pictures,

heard some music. What has that to do with me?

Text: we will talk about that issue today. How can pictures and words in connection with sport

and tourism influence the touch points of your customers and where can you call them to

action on their customer journey.

Welcome to the 10th IMEX a world full of ideas. My name is Martin Suiter and my

consultancy is based in Munich from where …

Text: … I do strategic communication concepts for corporates, destinations, hotel

chains, ... and share contacts, experience and sell my head. I am one of you

because we did about 350 events and incentives with up to 140.000 people and

still consult and create conferences and exhibitions from 10 to 30.000 participants

and visitors.

Text: well you were right, indeed I was brought up in the Alps and I hope you agree

one of the most beautiful places in the world. No? There you see - everybody has it’s

own special places in his head, his own special places where he is connected to. So

to get connected to these people you need to get their emotions.

Text: I am 46 years old and at every decade I was confronted with the most modern

communication tools. Till today I engage myself very much with what happens in our head and

how can corporates etc. use these touch points. Please indulge myself with my English but if

you do not understand everything you can stay and follow everything I said again in German in

the following session.

get connected and Twitter now #imex12

Text: That others can share that knowledge and you are able to use your phone, what

you do anyway but now in a good matter for me and all the IMEX visitors scan that

QR code, get connected and share.

our brain

Text: what you see here are our nerves in our brain. Not a complete mess as you

might have expected, but rather sorted as we humans are. We like clear and distinct

messages because our brain seeks for causal contexts. But remember emotions are

embodied not cerebral.

why are you here?

Text: I do not know why you are here? But you need to know why you are here. You

should be here to learn something to enable value for your events to add value to

your share holders at lowest possible cost. And an exhibition like this is a good

place to touch, to share knowledge and to talk face to face which gives you the

possibility to gain all the information verbal and nonverbal of your dialogue partner

learn to be an Optionist

Text: so my message is: become an Optionist. Here you see approximately a

thousand mountain peaks. Each and every one different. To get to the top there are

even more than a thousand ways. Dangerous, easy, with cable car, but also with

unpredictable influences like bad weather, wind, etc. Finally on the top you got a

different view from each peak. But they all have one in common – you have to come

down again and what you see there is the next peak, the next chance.

- buying is a social decision

- change the believes - change the behaviours

- ease of use + joy of use = usability

- reduce friction = intense user experience

- emotions are embodied = not cerebral motivated

Text: so be prepared before you climb your next project. First know exactly where you

want to go means who is your customer, client, etc. Second you have to let him know

what you want and what he can expect. Third give him the easiest possible access.

Forth turn of everything that could be distracting.

concept, passion, self-confidence

- Nokia - back to Gummistiefel

- anti watering-can-principle

- we-feeling

Text: Prepare your self. Make a plan be passionate and self-conscious. Nokia did miss

at least one point so they might be doing in the future what they come from – produce

rubber shoes. Be individual as much as you can and do not spread your message with

a watering can. Last but not least create a we-feeling. Bring everybody that might be

involved on board to share the message with the same passion that you have.

make achievements visible

Text: To integrate partners you need to make sure they are aware of what value you

can offer. Here you see a poster from the German Ministry of Economy and

Innovation where it says very clear the value of tourism to the German added value.

Text: pictures are so impressive and go directly into your heart and should match

your feelings and bring back memories. Here some from the hotel brochure of

Schloss Elmau. No text just pictures it is one of the most authentic hotel brochures I

know. Who controls the pictures controls the heads. Bill Gates It says: make yourself

home. = target group orientation = give your (!) target group orientation

Best Practice: BMW App = P2P

Text: now how can you convert that in to action? BMW is engaging their clients with

this new app. You can order your car and see it in all possible colours, see at what

stage the production is. And finally – drive it. Social Media is interaction between

humans and not humans and machines. = p2p (person to person) and has become

an integral part of our lives.

brand loyalty

Text: In contrast to BMW this picture is showing how to loose contact to your clients.

And how brand loyalty by Apple has an enormous impact.

tourism & economy

Text: how do corporates use sport & tourism as their platform? This example from

the partnership from Allianz and The St. Andrews Links Trust is an extraordinary way

of using each other’s reputation to market yourself. Allianz as a worldwide global

insurance and finance company became partner of the birthplace of golf at St.

Andrews. Everybody in the golfing world knows St. Andrews, its history, its legendary

reputation. So both partners gain additional reputation from each other’s clients and

fans.

Text: another good example is the partnership of Virgin Atlantic and Golf Live the

largest public golf festival where people rub shoulders with their golfing heroes. See

how that is done and be aware that nothing is incidentally in that movie.

only with goals there is development possible

the future needs an idea and

great personal engagement to

enable a solution where at the

end an evolution is visible.

Text: again - be aware of what you want to achieve.

Text: … and know that you do need an evolution to be able to make a revolution.

See how The Augusta National - the Wimbledon of Golf - is promoted by the BBC. It is

like a revolution, but see yourself.

25 hrs

Text: the hotel chain 25 hrs is doing the same. Simple but outstanding ideas. First in

their morning news they name all employees and working hours to be personal and you

now who is there to serve you. Second the sign says: hey I am at 25 hrs so please give

me another hour. In their harbour city hotel in Hamburg, even the elevator is a multi

sensual experience. It looks like a freight elevator, it smells like a fright elevator, it gives

you the harbour pictures you expect and it is open, so you even feel the air flow – wow.

Gomez vs. Kaymer

Text: two more examples how to advertise excitement. If you have a very unpopular

sport. What would you do to make it more popular? … or use a sport that is the number

one in the world and create a partnership. How the story ended – see HUGO BOSS

presents Gomez vs. Kaymer on youtube

Text: one more example how HUGO BOSS is using a subjective camera, outstanding

places to promote their Green-Line Golf Wear to gain a common touch. The film is

showing Martin in a very unusual environment, where golf is usually not played and

makes you laugh.

learn to be a Futourist

Text: so again. To become a Futourist you do not need to invent something totally

new, you need to know how to surprise, and have the right partners on your side. To

see reality is one thing but to see the possibilities that is something different.

EURAC Convention Center

Bolzano, Italy - South Tyrol

EURAC Convention Center

Capacity: 15 - 320 Pax

EURAC convention centerViale Druso 1I - 39100 BolzanoT.: +39 0471 055 044convention@eurac.eduhttp.//convention.eurac.edu

Text: So why not meet in a 5* natural environment. For example in South Tyrol, Italy,

with Mediterranean Lifestyle in a traditional mountain habitat. In the city of Bolzano

in the EURAC Research Center there is space for up to 320 people with state-of-the-

art technology. And the best, after work you are in a wonderful surrounding with

great food and under guarantee women will find another pair of Italian design shoes.

Text: As you see even the Dalai Lama was there. See contact details below or just

give me a shout and I get you in contact.

you can‘t make chicken salad

out of chicken shit

or

bullshit in, bullshit out

Text: but your product must be outstanding and if it is not – marketing is

manipulation – even your mother uses that. If you hurt yourself what did your mother

say to you? She said tomorrow it won’t hurt anymore, even if she knew it will take

months to recover. We call it the mother lie. It is legal and gives you a lot of

confidence.

The question is not: what have I achieved?

the question is:

What could I have achieved?

Text : be proud of what you have achieved, but ask yourself what you could have

achieved if you would have added another 10% of engagement in advance. Steve

Jobs: there must be a better way.

PiyP (Power in your Pocket) Feedback

Text: because in times of social media the judgement will be made in seconds. Use

that as a chance to interact with your clients, customers, partners, etc. PyP = Power

in your Pocket. I will not tell you any statistics now you can find them on

www.ourmobileplanet.com but you have to have a gmail account for that

clear messages, humor, character

from USP to

E S P

(Emotional Selling Proposition)

Text: clear messages, humour, and self-confidence will lead your way from USP

thinking to ESP (emotional selling proposition) methods. I have some golfers-heart

surveys left for you and when you are connected with me on SM you get one free

afterwards.

Peace one Day.org

21 - Sept. - 2012

Text: one more idea you can work on for the next few months and use it as a

promotion tool or event idea: Peace one Day is a postulation from Jeremy Gilley

where he aims to make it happen that there will be one day of peace on earth one

day of truce. Christmas is some sort of “worn out” so he “invented” a new date and

has so much enthusiasm that he got the UN, UNICEF, the WHO and Jude Law, etc. to

support that campaign.

Text: be personal and use the right words.

have you learned something? Yes you have, when you feel strong enough to answer

the following question the right way.

„Papa - why do I breathe and how does that work?“

Thank you very much for your attention.

I hope there are a lot of questions.

C onsulting U

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