MARKETINGIN A DOWN ECONOMYStrategic Marketing Responses to Crises

18th, 19th December 2011Intercontinental City StarsCairo, Egypt

Peter FiskAn Iconic Marketing Thought Leader and Business Thinker

Dear Marketing Professional

Turbulent times call for many change both strategic and tactical in a company's marketing efforts. The worst thing is to just enforce a large across-the-board cut in the marketing budget. The marketing head may try to defend keeping the existing budget, primarily as the best way to shore up sales, but he/she may not be able to convince the CEO and CFO. In fact, they will likely push cuts in the advertising budget, particularly the high expenditures tools.

From a strategic point of view, companies must remain focused on satisfying their target customers, paying particular attention to their core customers.

Companies cannot start to make cost cuts until they grasp what is happening to their customers, competitors, dealers and suppliers. What problems face their customers? What moves are those cus-tomers making? How can the company provide help to their custom-ers? What are the competitors doing? What opportunities are open-ing up in the meantime? How much risk does the company want to take? Each company must act in a way that best promises to preserve its customers, its brand strength, and its long-term objec-tives.

In order to find answers to all these questions, and other challenges facing your company in the extended slowdown, attend our upcom-ing open program MARKETING IN A DOWN ECONOMY with one of the greatest minds in marketing today - Peter Fisk.

Dear Marketing ProfessionalDear Marketing Professional

Turbulent times call for many change both strategic and tactical in a company's marketing efforts. The worst thing is to just enforce a

Dear Marketing ProfessionalDear Marketing ProfessionalDear Marketing ProfessionalDear Marketing Professional

company's marketing efforts. The worst thing is to just enforce a Turbulent times call for many change both strategic and tactical in a company's marketing efforts. The worst thing is to just enforce a large across-the-board cut in the marketing budget. The marketing

Turbulent times call for many change both strategic and tactical in a company's marketing efforts. The worst thing is to just enforce a large across-the-board cut in the marketing budget. The marketing company's marketing efforts. The worst thing is to just enforce a large across-the-board cut in the marketing budget. The marketing large across-the-board cut in the marketing budget. The marketing head may try to defend keeping the existing budget, primarily as the large across-the-board cut in the marketing budget. The marketing

Turbulent times call for many change both strategic and tactical in a Turbulent times call for many change both strategic and tactical in a company's marketing efforts. The worst thing is to just enforce a Turbulent times call for many change both strategic and tactical in a company's marketing efforts. The worst thing is to just enforce a company's marketing efforts. The worst thing is to just enforce a

Dear Marketing ProfessionalDear Marketing ProfessionalDear Marketing Professional

Turbulent times call for many change both strategic and tactical in a

Dear Marketing Professional

Turbulent times call for many change both strategic and tactical in a

Dear Marketing ProfessionalDear Marketing ProfessionalDear Marketing ProfessionalDear Marketing Professional

Turbulent times call for many change both strategic and tactical in a company's marketing efforts. The worst thing is to just enforce a Turbulent times call for many change both strategic and tactical in a

Dear Marketing ProfessionalDear Marketing ProfessionalDear Marketing Professional

head may try to defend keeping the existing budget, primarily as the best way to shore up sales, but he/she may not be able to convince head may try to defend keeping the existing budget, primarily as the best way to shore up sales, but he/she may not be able to convince head may try to defend keeping the existing budget, primarily as the best way to shore up sales, but he/she may not be able to convince head may try to defend keeping the existing budget, primarily as the head may try to defend keeping the existing budget, primarily as the head may try to defend keeping the existing budget, primarily as the head may try to defend keeping the existing budget, primarily as the head may try to defend keeping the existing budget, primarily as the best way to shore up sales, but he/she may not be able to convince best way to shore up sales, but he/she may not be able to convince head may try to defend keeping the existing budget, primarily as the head may try to defend keeping the existing budget, primarily as the head may try to defend keeping the existing budget, primarily as the

Turbulent times call for many change both strategic and tactical in a

large across-the-board cut in the marketing budget. The marketing large across-the-board cut in the marketing budget. The marketing large across-the-board cut in the marketing budget. The marketing

best way to shore up sales, but he/she may not be able to convince head may try to defend keeping the existing budget, primarily as the head may try to defend keeping the existing budget, primarily as the head may try to defend keeping the existing budget, primarily as the best way to shore up sales, but he/she may not be able to convince head may try to defend keeping the existing budget, primarily as the

Learn how to sell more without increasing your marketing budget (in fact, you can decrease it)

How to leverage the power of unconventional advertising to get noticed – and get sales!

Develop a vision of what strategic and tactical responses are available during a slowdown

Develop a sense of the possible scenarios to deal with the con-tinuous market shocks and how to work out a view of appropriate responses to address each scenario.

Learn how to sell more without increasing your marketing budget Learn how to sell more without increasing your marketing budget Learn how to sell more without increasing your marketing budget

How to leverage the power of unconventional advertising to get How to leverage the power of unconventional advertising to get How to leverage the power of unconventional advertising to get

Learn how to sell more without increasing your marketing budget Learn how to sell more without increasing your marketing budget Learn how to sell more without increasing your marketing budget Learn how to sell more without increasing your marketing budget Learn how to sell more without increasing your marketing budget Learn how to sell more without increasing your marketing budget Learn how to sell more without increasing your marketing budget Learn how to sell more without increasing your marketing budget Learn how to sell more without increasing your marketing budget Learn how to sell more without increasing your marketing budget Learn how to sell more without increasing your marketing budget Learn how to sell more without increasing your marketing budget Learn how to sell more without increasing your marketing budget

How to leverage the power of unconventional advertising to get How to leverage the power of unconventional advertising to get How to leverage the power of unconventional advertising to get How to leverage the power of unconventional advertising to get

Develop a vision of what strategic and tactical responses are

Develop a sense of the possible scenarios to deal with the con-Develop a sense of the possible scenarios to deal with the con-

Develop a vision of what strategic and tactical responses are Develop a vision of what strategic and tactical responses are

How to leverage the power of unconventional advertising to get How to leverage the power of unconventional advertising to get How to leverage the power of unconventional advertising to get How to leverage the power of unconventional advertising to get How to leverage the power of unconventional advertising to get How to leverage the power of unconventional advertising to get How to leverage the power of unconventional advertising to get

Develop a vision of what strategic and tactical responses are Develop a vision of what strategic and tactical responses are Develop a vision of what strategic and tactical responses are Develop a vision of what strategic and tactical responses are Develop a vision of what strategic and tactical responses are Develop a vision of what strategic and tactical responses are Develop a vision of what strategic and tactical responses are

Learn how to sell more without increasing your marketing budget Learn how to sell more without increasing your marketing budget Learn how to sell more without increasing your marketing budget Learn how to sell more without increasing your marketing budget Learn how to sell more without increasing your marketing budget

How to leverage the power of unconventional advertising to get How to leverage the power of unconventional advertising to get How to leverage the power of unconventional advertising to get How to leverage the power of unconventional advertising to get How to leverage the power of unconventional advertising to get

Learn how to sell more without increasing your marketing budget Learn how to sell more without increasing your marketing budget Learn how to sell more without increasing your marketing budget Learn how to sell more without increasing your marketing budget Learn how to sell more without increasing your marketing budget

How to leverage the power of unconventional advertising to get How to leverage the power of unconventional advertising to get How to leverage the power of unconventional advertising to get How to leverage the power of unconventional advertising to get How to leverage the power of unconventional advertising to get How to leverage the power of unconventional advertising to get How to leverage the power of unconventional advertising to get

Learn how to sell more without increasing your marketing budget Learn how to sell more without increasing your marketing budget Learn how to sell more without increasing your marketing budget Learn how to sell more without increasing your marketing budget Learn how to sell more without increasing your marketing budget Learn how to sell more without increasing your marketing budget Learn how to sell more without increasing your marketing budget Learn how to sell more without increasing your marketing budget Learn how to sell more without increasing your marketing budget

How to leverage the power of unconventional advertising to get How to leverage the power of unconventional advertising to get How to leverage the power of unconventional advertising to get How to leverage the power of unconventional advertising to get

Learn how to sell more without increasing your marketing budget Learn how to sell more without increasing your marketing budget

tinuous market shocks and how to work out a view of appropriate Develop a sense of the possible scenarios to deal with the con-tinuous market shocks and how to work out a view of appropriate Develop a sense of the possible scenarios to deal with the con-tinuous market shocks and how to work out a view of appropriate Develop a sense of the possible scenarios to deal with the con-Develop a sense of the possible scenarios to deal with the con-Develop a sense of the possible scenarios to deal with the con-Develop a sense of the possible scenarios to deal with the con-tinuous market shocks and how to work out a view of appropriate Develop a sense of the possible scenarios to deal with the con-tinuous market shocks and how to work out a view of appropriate tinuous market shocks and how to work out a view of appropriate tinuous market shocks and how to work out a view of appropriate Develop a sense of the possible scenarios to deal with the con-Develop a sense of the possible scenarios to deal with the con-Develop a sense of the possible scenarios to deal with the con-Develop a sense of the possible scenarios to deal with the con-

Develop a vision of what strategic and tactical responses are

How to leverage the power of unconventional advertising to get How to leverage the power of unconventional advertising to get How to leverage the power of unconventional advertising to get How to leverage the power of unconventional advertising to get How to leverage the power of unconventional advertising to get How to leverage the power of unconventional advertising to get

tinuous market shocks and how to work out a view of appropriate Develop a sense of the possible scenarios to deal with the con-Develop a sense of the possible scenarios to deal with the con-tinuous market shocks and how to work out a view of appropriate Develop a sense of the possible scenarios to deal with the con-tinuous market shocks and how to work out a view of appropriate tinuous market shocks and how to work out a view of appropriate tinuous market shocks and how to work out a view of appropriate Develop a sense of the possible scenarios to deal with the con-Develop a sense of the possible scenarios to deal with the con-

This program is not only designed for commercial Heads of Market-ing, Marketing Managers and Directors, but CEO’s, Managing Direc-tors, General Managers, Consultants and Line Managers who hold a responsibility for the communications strategies of respective organisations. Marketing practitioners from public spheres including universities, and government institutions will also gain a huge sum of knowledge and practical tools from Mr. Fisk’s new ideas.

WHO SHOULD ATTEND

BENEFITS OF ATTENDING

The 5 Power shifts, the rise of Asia, the impact of networks, and consumers in control.The 7 Whitespaces, finding the big opportunities for growth in a time of change.The 7 business models, the changing structures of markets and business.Examples:Air Asia and Better Place, and the rise of new markets with new modelsAmazon and Pixar, how digital technologies are transforming experiencesLego and Umpqua Bank, on the power of human engagement and aspirations.

TALKING POINTS

WORLD CHANGING, GAME CHANGING

Refocusing your purpose and priorities in a downturnRedefining value for clients and consumersRecovering faster to prepare for the new normal50 strategies for successful marketing in a downturnExamples:Fiat and Nestle on responding to changing markets and consumersAlibaba and Li & Fung on doing things differently, as Asia powers aheadSamsung and Zipcars on seizing the opportunity of downturns for innovation.

RETHINKING MARKETS, REFOCUSING ACTIONS

The 10 new disciplines of marketers, in a world of people and technologyThe 5 new imperatives for building brands that inspire and engage peopleThe 10 new tools for better marketing in a global, digital, social media world.Examples:Aberchrombie and Ed Hardy on emotions, theatre and storytellingCurrent TV and Threadless on collaboration, co-creating and co-delivering.Groupon and Zynga, on what sells and engages people in a networked world.

NEW MINDSETS, NEW MARKETING

Left brain, right brain of the new market leaderFuture back, now forward to drive lasting innovationLeading not managing for marketing successWinning and the new measures of business successExamples:Nike and Superdry driving change in response to a new world orderCoca Cola and P&G on the new talents and priorities for marketing people.Apple and Virgin Galactic and making a bigger difference to your world.

MARKET LEADERS, WINNING MARKETING

Peter Fisk is an inspirational business author, consultant and entrepreneur. He also spent many years working with the likes of British Airways and Coca Cola, Marks & Spencer and Micro-soft, Virgin and Vodafone. He is described by Business Strategy Review as “one of the best new business thinkers.”

His bestselling Marketing Genius is currently being translated into 25 languages. His new book Business Genius (about strat-egy, leadership and growth) was published in March 2008, and will be followed by Customer Genius (insights, propositions and relationships) and Creative Genius (future, creativity and innova-tion) and Green Business.

He is founder and CEO of the Genius Works, working with busi-ness leaders to adopt a more inspired approach to strategy and innovation, in particular through The Fast Track executive devel-opment programme. He was previously CEO of The Chartered Institute of Marketing, MD of Brand Finance, partner of The Foundation, and led the global marketing consulting practice of PA Consulting Group.

PETER FISK

ADMISSIONS

E-Mail: register@gotonexus.com to request your enrollment in the program, Candidates that are accepted to partici-pate in the program will receive an acceptance letter via e-mail. Due to the limited space and high demand of this program, accepted applicants will need to formalize their attendance through payment of the program fee.

Application Process Cancellation Policy

Cash, Cheque or Wire Transfer.

Forms of Payment

If you are unable to attend, a substitute delegate will be welcome in your place. If you request cancellation, the refund will be processed in the same manner that the registration payment was made (i.e., cash payment, check etc.), less a processing fee of EGP 600. After the Cancellation Deadline (14 days or less prior to the program), there will be no refunds for cancellations of any type.Nexus preserves the rights to change the speaker, the venue and/or the dates.

Intercontinental City Stars, Cairo, Egypt

Venue

December 18-19, 2011.

Date

Limited capacity program

Number of Participants

Simultaneous translation from English to Arabic will be available.

Translation

T: +20 (0) 111 305 7117M: +20 (0) 111 305 7117E: taher.abdelhameed@gotonexus.comW: www.gotonexus.com

13 Abdelaziz Talaat Harb off Mohamed Elmekarif St., Suite 6, Nasr City, Cairo

Classes and activities will develop in an informal environment, therefore busi-ness casual attire is recommended; including suits, dress suits, and sports coats are all acceptable clothing for the program.

Dress Code We will provide you with a package that includes all written materials the facul-ties have given us, a notepad, and a pen.

Academic Material

Upon completion of the program, partici-pants will receive a certificate from Nexus Training Solutions and personally signed by program faculty.

Certificate of Participation