first editionEgypt November, 2011 Marketing industry issues

Monthly Magazine FIRST EDITION

MT MARKETING TIMES® THINK “ TOMORROW ”

THINK “BACK TO SCHOOL” EXPERIENTIAL MARKETINGCHANNELS

MARKETING TERMINOLOGIES

Promo Art Agency 27 Makram Ebied St., +2 02 2270 6499

+2 02 2287 3032, +2 0111 0053253Info@Promoartagency.com

Helps brands to grow Full Direct Marketing Solutions

creative, media, production

9B abu el feda St., Zamalek, Cairo t. 02 273 67 880 - m. 010 00 188 160

We dreaming of bringing to live a magazine that focusing on the marketing trends, issues and discussion with a special focus on the experiential marketing industry as it’s consider as a growing channels for marketers to achieve different objectives away from the traditional marketing tools.

We are trying to highlight the need and solutions in one place by giving our readers the space for 2 way commu-nications giving them the opportunity to express their selves and share interesting topics and experience with others and build a professional network.Every edition will help the marketers to plan for the next months with some guides and advices from experts.

Continues developing is our way of life and the sky is our limits of thinking For now simply enjoy our edition zero and start to participate

Tarek Radwan Marketing Manager

We accept everything new, if you a value topic for marketers, event, ideas, articles, feedback and discussions

emails us onMG@promoartagency.com

THIS PUBLICATION IS NOT FOR SALE.

©is produced by Promo Art Agency for direct marketing solutions

27th Makram Ebied, 9th Floor Tel: +2 02 22706499

the Team

Nermin Barakat Marketing executive Engy Abbas Marketing AssistantMo’men Mokhtar Art DirectorMahmoud Hanafy DesignerDyaa El Dien IT manager

for advertising MG@promoartagency.com

There’re numerous de�nitions for the experiential marketing, and here we’ll show the most accurate de�nitions each edition.

Is the art of creating an experience where the result is an emotional connection to a person, brand, product or idea?

The name experiential marketing is relatively new however the fundamental concepts behind it are not. For decades activity such as �eld marketing, customer service, special events, product promotions, PR stunts and the like have engaged consumers and the public emotionally. However what has happened recently is the specialization of taking the fundamental concept of creating

connection through a designed emotive experience.It appears to me that there may be a number of interpretations out there, and one wonders if it is even possible for everyone involved in experiential marketing to be here on the same page as to this fundamental issue. Wouldn't it be wonderful to come away from this topic with both a detailed description and a benchmark answer that have wide consensus amongst the professionals?

Please send us your opinions and it will be published by your name in each edition to share it among professionals, please send your name, Job Title, and your Photos with your posts on

What’s meant by the“Experiential marketing”?

WHAT CAN EXPERIENTIAL MARKETING BE USED FOR?

We think the majority of marketers believed "experiential marketing builds customer relationships for the long term". They also agreed that it generates sales and leads in the short term, increases awareness of the product, drives word of mouth and can align internal audiences with business goals. Experiential marketing can be used successfully to:Build relationshipsRaise awarenessIncrease loyaltyEstablish relevanceEncourage interaction and product trialCreate memoriesStimulate positive word of mouth Change the mind of dissatis�ed customersCreate product desireVerify the target audienceIncrease return on marketing investment

PROMOART NEWS

BAJAJ TEST DRIVE

“GHABBOUR” Aimed By This Campaign To; Create Awareness Towards The New Bajaj Motorcycle (Boxer) Amongst The Target Customer Segments Mainly C- & D+ Social Groups, Drive Target Customers From Chinese Motorcycles To Bajaj, To Emphasize The Quality Variance Between Chinese & Bajaj Cycles And To Enter New Geographical Markets That Haven’t Been Approached Previously To Create Bajaj Brand Knowl-edge.

The Solution Was To Execute A Road Show Campaign Covered Delta Region Which Mainly Fayoum, Mino�a, And SharkiaThe Campaign Targeted Microbus Stations & Services

Stations And Public Square With A Road Show Car That Display The “Bajaj” On A Truck As A Star, Car Ushers Was Talking To The Target Public And Invite Them To Do A Test Drive, Test Drive Was Run At Youth Center That Equipped With All Tools Such Registration Tent, Drive Lap, Café That O�er A Free Drinks And So

As A Result Of All The Above, The Campaign Succeeded In Attracting Over 12000 Viewers In The Targeted Areas , Also Over 4000 Person Attended And Did The Test Drive

invitation Launching on the marketCommunity EventMeet other professional marketers

November 19th, 2011

For invitation & Details please callMs. Hadeer Shahin 02 2270 64799- 01110053255

AL MADINAHAL-AHLYAL-AHLYAL-GOMHOREYA SHEBINAL-SEKKA AL-HADIDARAB CONTRACTORS SPORTING CLUBASWAN FCBALADEYET EL-MAHALLABENI SUEF CLUBDOMIAT CLUBEL FAYOUM FCEL MANSOURA SCEL MINYA FCEL SHAMSEL SHAMS CLUBELGZIRAH EL-SHARQEYAGHAZL EL SUEZGZIRT EL-WARD CLUBHELIOPOLIS CLUBISMAILYKAFR EL SHEIKH FCMAADI SPORTING CLUBMONTAKHAB EL-SUEZNILE SOHAGPORT SAID FCSHOOTING CLUBSMACH CLUBSMOUHATANTA FCWADI DEGLA CLUBWADI DEGLA CLUBWADI DEGLA CLUBPLATFORMREST HOUSESEASONSWAHET OMARZAHRAN MARKETHYPER ONEMacroMacroMERCATOMERCATOCARREFOURCARREFOURCARREFOURCARREFOURCARREFOURCARREFOURCARREFOURCARREFOURSPINNEYSSPINNEYS

ARCADIA MALLCAIRO FESTIVAL CENTERCAIRO MALLCITY CENTERCITY CENTERCITY STARSDANDY MALLDIAMOND DOWN TOWN MALLFIRST MALLGENENA MALLGOLF CITY MALLGREEN PLAZAHILTON RAMSIS ANEXMAADI GRAND MALLMALL OF ARAB (MAO)NILE CITY TOWERSAN STEFANO GRAND PLAZA MALLSERAG MALLTALAAT HARBWOUNDER LAND MALLZAHRAN MALL5ER ZAMAN5ER ZAMAN5ER ZAMAN5ER ZAMAN5ER ZAMAN5ER ZAMAN5ER ZAMAN5ER ZAMAN5ER ZAMAN5ER ZAMAN5ER ZAMAN5ER ZAMAN5ER ZAMANABO ZKRYABO ZKRYABO ZKRYABO ZKRYABO ZKRYABO ZKRYABO ZKRYABO ZKRYABO ZKRYABO ZKRYABO ZKRYALFA MARKETALFA MARKETALFA MARKETALFA MARKETAWLAD ELM7LAWYAWLAD ELM7LAWYCARREFOUR EXPRESSCARREFOUR EXPRESSEL-MA7MALEL-MA7MALEL-MA7MALEL-MA7MALEL-MA7MALEL-MA7MALEL-MA7MALEL-MA7MAL

LUXOUR LUXOURZAMALEKNASR CITY

SHIBIN EL KOMCAIRONASR CITYASWAN ASWAN

GHARBIAEL-MAHALLA EL-KUBRABENI SUEF BENI SUEFDAMIETTA DAMIETTAFAIYUM FAIYUM

DAKAHLIAAL MANSURAHEL MINYA EL MINYA

HELIOPOLIES

HELIOPOLIESISMAILIA ISMAILIA

KAFR EL SHEIKHKAFR EL SHEIKH

CAIRO CAIROCAIRO

CAIRO

CAIRO

CAIRO

CAIROCAIRO

CAIRO

CAIROCAIROCAIRO

CAIRO

CAIRO

CAIROCAIROCAIRO

CAIRO

ALEX

ALEX

SHARM EL SHIEKH

CAIRO

CAIROCAIRO

CAIROMONUFIA

CAIRO

CAIROZAMALEKZAGAZIG EL-SHARQIASUEZ

SUEZSOHAGPORT SAIDMOHANSEENEL QTAMYASMOHATANTA GHARBIA

ALEX

PORT SAIDSOHAGSUEZ

MANSOURA MANSOURASUEZ

MAADI

MAADI

MAADICITY CENTER

OBOURDANDY MALL

TIBA MALLSHERATONSHOROUK

GREEN PLAZA

NASR CITY

NASR CITYMALL OF ARAB

MAADINEW CAIRO

6TH OF OCTOBERGATE 5 MARINA

ALEX-CAIRO ROAD

ALEX-CAIRO ROADNORTH COAST

K 100

K 100K 82

SHIEKH ZAYEDQLIOUB

SHERATON

6TH OF OCTOBER

6TH OF OCTOBER

6TH OF OCTOBER

6TH OF OCTOBER

CLUBCLUBCLUBCLUBCLUBCLUBCLUBCLUBCLUBCLUBCLUBCLUBCLUBCLUBCLUBCLUBCLUBCLUBCLUBCLUBCLUBCLUBCLUBCLUBCLUBCLUBCLUBCLUBCLUBCLUBCLUBCLUBCLUB

COFFEESCOFFEES

COFFEESCOFFEESCOFFEES

HYPERHYPERHYPERHYPERHYPER

HYPER MARKETHYPER MARKETHYPER MARKETHYPER MARKETHYPER MARKETHYPER MARKETHYPER MARKETHYPER MARKETHYPER MARKETHYPER MARKET

TAHRIRUNDER CONSTRUCTION

HARAMMAADI

MAADI

TAHRIRJUHAYNA SQUARE

DOWN TOWN

DOWN TOWN

NASR CITY

NASR CITY

NASR CITY

NASR CITY

NASR CITY

NASR CITY

NASR CITY

HARAM

HARAMNEW CAIRO

MOQATAMHELIOPOLIS

HELIOPOLIS

DUKKISHUBRA

SHUBRA

MOHANDSEN

MOHANDSEN

MAADI

MAADI

MAADI

MAADIMAADI

ZAMALEKDUKKI

HELIOPOLIS

HELIOPOLISMOQATAM

GESR EL SUIZ

HELIOPOLIS

DUKKIZAITUN

ZAITUNNOZHA

NOZHA

3OBORQUBBA

NASR CITYSMOHA

ELMANIALABBASIA

GESR EL SUIZ

OBOUR CITY

TAHRIR

ALEX-CAIRO ROADEL MEHWARTAGAMO3

FOUR SEASON HOTEL

CAIROCAIROCAIROCAIROCAIROCAIRO

CAIROCAIROCAIROCAIRO

CAIROCAIRO

CAIRO

CAIROCAIROCAIRO

CAIROCAIROCAIROCAIRO

CAIROCAIROCAIROCAIROCAIROCAIROCAIROCAIROCAIROCAIROCAIROCAIROCAIROCAIROCAIROCAIROCAIROCAIROCAIROCAIROCAIROCAIROCAIROCAIRO

CAIROCAIROCAIROCAIROCAIROCAIROCAIROCAIROCAIRO

SHARM

ALEX

ALEX

ALEX

ALEXALEX

6TH OF OCTOBER6TH OF OCTOBER

6TH OF OCTOBER

6TH OF OCTOBER6TH OF OCTOBER

MALLMALLMALLMALLMALLMALLMALLMALLMALLMALLMALLMALLMALLMALLMALLMALLMALLMALLMALLMALLMALLMALL

MARKETMARKETMARKETMARKETMARKETMARKETMARKETMARKETMARKETMARKETMARKETMARKETMARKETMARKETMARKETMARKETMARKETMARKETMARKETMARKETMARKETMARKETMARKETMARKETMARKETMARKETMARKETMARKETMARKETMARKETMARKETMARKETMARKETMARKETMARKETMARKETMARKETMARKETMARKETMARKET

MOST FREQUENT VISITING LOCATIONS“EXPERIENTIAL“ MARKETING CHANNELS

NAME LOCATION CITY TYPE

MO

ST F

REQ

UEN

T VI

SITI

NG

LOCA

TIO

NS

“EXP

ERIE

NTI

AL“ M

ARKE

TIN

G C

HAN

NEL

S

EL-MA7MALEL-MA7MALEL-MA7MALEL-MA7MALFATHALLAH MARKETFATHALLAH MARKETFATHALLAH MARKETFATHALLAH MARKETFATHALLAH MARKETFATHALLAH MARKETMETROMETROMETROMETROMETROMETROMETROMETROMETROMETROMETRORAGAB'S SONSRAGAB'S SONSRAGAB'S SONSRAGAB'S SONSRAGAB'S SONSRAGAB'S SONSRAGAB'S SONSRAGAB'S SONSRAGAB'S SONSRAGAB'S SONSRAGAB'S SONSRAGAB'S SONSSAUDI MARKETSAUDI MARKETSAUDI MARKETSAUDI MARKETSAUDI MARKETSAUDI MARKETSAUDI MARKETAQUA PARKCRAZY WATERDREAM PARKEGYPTIAN MEDIA PRODUCTION CITYGERO LANDINTERNATIONAL PARKSINBADWONDER LAND

AIN SHAMS UNIVERSITYAL-AZHAR UNIVERSITYALEXANDRIA UNIVERSITYAL-MINYA UNIVERSITYAMERICAN UNIVERSITY IN CAIROASSIUT UNIVERSITYBANHA UNIVERSITYBENI-SUEF UNIVERSITYBRITISH UNIVERSITY IN EGYPTCAIRO UNIVERSITYCANADIAN INTERNATIONAL COLLEGEFAYYOUM UNIVERSITY

ELREHAB

ELREHAB

SHUBRA

SHUBRA

HELWAN

HELWANGESR EL SUIZ

MATARYASMOHAGARDINIAHANOFIEL6. OCTOBERNICE VILLAGEMONTAZAHMAADI

MAADI

MAADI

FISAL

DUKKI

DUKKI

ZAMALEK

ZAMALEK

MOHANDSEN

MOHANDSEN

HELIOPOLIS

HELIOPOLIS

HELIOPOLISQUBBA

ISMAILIA ROAD6TH OF OCTOBER6TH OF OCTOBER6TH OF OCTOBER

NASR CITY

NASR CITYEL-RAMELEL-MINYA EL-MINYA

TAGAMO3

TAGAMO3

TAGAMO3

AUCASSIUT ASSIUTBANHA BANHA

BENI-SUEFBUE

GIZAH GIZAHCIC

FAYYOUM FAYYOUM

BENI-SUEF

NASR CITY

ABBASIA

NOZHA

GIZA

NASR CITY

NASR CITY

ALEX

ALEX

ELMANIALHARAM

HARAMELDAHERZAITUN

MOQATAM

MOQATAM

ALEXALEXALEXALEXALEX

ALEX

ALEX

ALEX

ALEX

CAIROCAIROCAIROCAIRO

CAIROCAIROCAIROCAIROCAIROCAIRO

CAIROCAIROCAIROCAIROCAIROCAIRO

CAIROCAIRO

CAIRO

CAIROCAIROCAIROCAIROCAIROCAIROCAIROCAIROCAIROCAIROCAIRO

CAIROCAIROCAIROCAIROCAIROCAIROCAIROCAIROCAIROCAIRO

CAIROCAIRO

MARKETMARKETMARKETMARKETMARKETMARKETMARKETMARKETMARKETMARKETMARKETMARKETMARKETMARKETMARKETMARKETMARKETMARKETMARKETMARKETMARKETMARKETMARKETMARKETMARKETMARKETMARKETMARKETMARKETMARKETMARKETMARKETMARKETMARKETMARKETMARKETMARKETMARKETMARKETMARKET

PARKPARKPARKPARKPARKPARKPARKPARK

UNIVERSITYUNIVERSITYUNIVERSITYUNIVERSITYUNIVERSITYUNIVERSITYUNIVERSITYUNIVERSITYUNIVERSITYUNIVERSITYUNIVERSITYUNIVERSITY

FUTURE UNIVERSITY IN EGYPTGERMAN UNIVERSITY IN CAIROHELWAN UNIVERSITYKAFRELSHEIKH UNIVERSITYMANSOURA UNIVERSITYMINUFIYA UNIVERSITYMISR INTERNATIONAL UNIVERSITY

MODERN ACADEMY IN MAADI

OCTOBER 6 UNIVERSITYPORT SAID UNIVERSITYSOHAG UNIVERSITYSOUTH VALLEY UNIVERSITYSUEZ CANAL UNIVERSITYTANTA UNIVERSITYZAGAZIG UNIVERSITY

MODERN SCIENCES AND ARTS UNIVERSITY

MISR UNIVERSITY FOR SCIENCE AND TECHNOLOGY

FUEGUC

HELWAN HELWANTAGAMO3TAGAMO3

KAFR EL-SHEIKH KAFR EL-SHEIKHMANSOURA MANSOURA

MINUFIA MINUFIAMIU

MUSTMAMMSAO6U

PORT SAID PORT SAID6TH OF OCTOBER6TH OF OCTOBER

6TH OF OCTOBERISMAILIA-CAIRO ROAD

MAADI

SOHAG SOHAGSOUTH VALLEY SOUTH VALLEY

SUEZ CANAL SUEZ CANALTANTA

ZAKAZIK ZAKAZIKTANTA

UNIVERSITYUNIVERSITYUNIVERSITYUNIVERSITYUNIVERSITYUNIVERSITYUNIVERSITYUNIVERSITYUNIVERSITYUNIVERSITYUNIVERSITYUNIVERSITYUNIVERSITYUNIVERSITYUNIVERSITYUNIVERSITYUNIVERSITY

MARKETINGTERMINOLOGIES

BRANDING GLOSSARYBrand A brand is a mixture of attributes, tangible and intangible, symbolized in a trademark, which,if managed properly, creates value and in�uence.

Brand Architecture How an organization structures and names the brands within its portfolio. There are three main types of brand architecture system:1- Monolithic: where the corporate name is used on all products and services o�ered by the company.2- Endorsed: where all sub-brands are linked to the corporate brand by means of either a verbal or visual endorsement3- Freestanding, where the corporate brand operates merely as a holding company, and each product or service is individually branded for its target market.

Brand Associations The feelings, beliefs and knowledge that consumers (customers) have about brands. These associations are derived as a result of experiences and must be consistent with the brand positioning and the basis of di�erentiation.

Brand Commitment The degree to which a customer is committed to a given brand in that they are likely to re-purchase/re-use in the future. The level of commitment indicates the degree to which a brand's customer franchise is protected form competitors.

Brand Earnings The share of a brand-owning business's cash �ow that can be attributed to the brand alone.

Brand EquityThe sum of all distinguishing qualities of a brand, drawn from all relevant stakeholders, those results in personal commitment to and demand for the brand; these di�erentiating thoughts and feelings make the brand valued and valuable.

Brand EquityProtection Is the implementation of strategies to reduce risk and liability from the e�ects attributable to counterfeiting, diversion, tampering and theft so that the di�erentiating thoughts and feelings about the brand are maintained and remain valued and valuable.

Brand EssenceThe brand's promise expressed in the simplest, most single-minded terms. Mercedes = Status & resale value – BMW = Luxury The most powerful brand essences are rooted in a fundamental customer need.

Brand ExperienceThe means by which a brand is created in the mind of a stakeholder. Some experiences are controlled such as retail environments, advertising, products/services, websites, etc. Some are uncontrolled like journalistic comment and word of mouth. Strong brands arise from consistent experiences which combine to form a clear, di�erentiated overall brand experience.

Sahar Nazmy (MBA)Business Consultant

Edara Co-euromonitor International PLC UK

Universities Activation Visiting the universities is the best way to reach 17:22 years old, your brand presence inside such universities will generate for your brand the required emotional engagement, gaining brand recognition through interac-tive experiences as well as generating the su�cient word-of-mouth, as a result, it will help you to achieve brand objectives after and during the activation. Your interaction with students could be through a booth, lectures, employment fairs, free sampling and inter-nal branding. Your brand could reach di�erent target segment through 1. Private universities 2. Public & governmental universities at Cairo, Delta & Upper Egypt universities

we are ready to o�er you these services at the best market price and the maximum bene�ts guaranteed. In order to know more about our credential you can visit our website www.promoartagency.com

THE BEST MARKETING CHANNELS DURING Q4,Schools Activation

Look no further. there are lots of ways you can attract back to school shoppers to your products and services and increase your back to school sales. Back to school sales are a tradition now and can work well for you if you sell products that are obviously school related. Heavily advertising and activating your back to school brands in that critical period is a natural marketing activity for you if brand are obviously relatedMarketing ideas for a back to school tie-in brands tried many activities with di�erent schools students & parents approaches such activities was giving them a strong step forward to gain more market share, from years to years marketing processional preferred schools activation as priorities during the last

quarter , and we also as a marketing agency can help to �nd appropriate way to do a successful back to school activation, one of the following can perfectly �t your brand such as:

1. Arranging for factory visits2. Visiting schools with planned activities 3. Participating on fun days, Prom events, Etc… 4. Organizing schools competitions

We specialize in providing Experiential marketing activities inside schools and related shopper’ markets.

Be the face of the magazine next monthLet the other experts in the industry hear from you, reading your analysis for the current marketing issues and your expectation about the future, advice new and small business how to bring a strong start for the new business, you should have a proved records and history to add value on the discussion. an interview with you will be so interesting for us.Send us now your interest to be the magazine face on MG@promoartagency.com (Subject: Face of the month), you have to send your name, title, company, phone contacts

Marketing Quote:Today you have to run faster to stay in place. Kotler Do you like to have your own quotes? Send us your owns quotes, marketing believes now and share it with other marketers Send us on MG@promoartagency.com (Subject: Quote), you have to send your name, title, company

Coming discussion:Next issues will focus on your expectation about 2012 and is decrease OR increase will a�ect on market 2012 ? it is all about the 2012 marketing strategy.

Send us on MG@promoartagency.com(Subject: Next discussion), you have to send your name, title, company