| 08.30 |
Registration, Morning Coffee & Networking Opportunity |
| 09.00 |
Opening Remarks From Conference Chair
Jonathan Wilson, Senior Lecturer and Course Leader in Advertising and Marketing Communications Management, University of Greenwich ‐ UK |
The How? Maximising Exposure And Return Across Fragmented Media Channels
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09.05
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PANEL:
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?
Moderator:
Jonathan Wilson, Senior Lecturer and Course Leader in Advertising and Marketing Communications Management, University of Greenwich ‐ UK
Panelists Include:
James Piecowye, Associate Professor in the College of Communication and Media Sciences, Zayed University ‐ UAE
Leana Less, Media Director, Coca Cola – Eurasia and Africa Group
Pedro Cosa, Global Senior Insights Manager, Vodafone Group – UK |
09.45
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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
Moderator:
Jonathan Wilson, Senior Lecturer and Course Leader in Advertising and Marketing Communications Management, University of Greenwich ‐ UK
Panelists Include:
Ashish Chaturvedy, Marketing Manager, Ducab – UAE
Josh Saunders, Head of Technical and Creative, EMI Music Group – UK
Saad El Zein, Project Director – First GCC Games, Bahrain 11, Bahrain |
| 10.20 |
“Creating a strong identity that delivers the brand strategy and experience”
A case study from The First GCC games: Bahrain 11
Saad El Zein, Project Director – First GCC Games, Bahrain 11, Bahrain
Hasan Fadlallah, Managing Director, brandlounge, UAE |
| 10.45 |
Morning Refreshments And Networking Opportunity |
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The What? Effective Messages In Middle East Marketing |
11.00
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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
Moderator:
Jonathan Wilson, Senior Lecturer and Course Leader in Advertising and Marketing Communications Management, University of Greenwich ‐ UK
Panelists Include:
Heba El Shaar, Director – Department of Institutional Marketing and Communications, Dubai Health Authority – UAE
Yassir El Kawad, Head of Brand Department, Petronas Marketing – Sudan
Miriam Farshoukh, Public Relations Leader, Microsoft, UAE |
11.55
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How Do You Measure Success When There Is No Yardstick? The Challenge Of Calculating ROI On Marketing Campaigns
And Non Branded Communications
- Calculating how reach and awareness actually convert to sales and bottom line by developing tailored measurement tools
- Measuring success based on your marketing pillars:
o Expanding
o Penetration
o Acquiring
o Retention
- Metrics around non promotional/ non branded communications and measuring their ultimate benefit to your brand
- 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
Moderator:
Jonathan Wilson, Senior Lecturer and Course Leader in Advertising and Marketing Communications Management, University of Greenwich ‐ UK
Panelists Include:
Pedro Cosa, Global Senior Insights Manager, Vodafone Group – UK
Maged Ateya, Market Analysis Manager, Pfizer International – UAE
Heba El Shaar, Director – Department of Institutional Marketing and Communications, Dubai Health Authority – UAE
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| 12.40 |
Lunch And Networking Opportunity |
| 13.40 |
Post Lunch Energiser And Prize Draw: Dubai Inspirational Drumming |
14.00
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TREND ALERT ‐ HARNESSING CONSUMER POWER!
Capitalising On Online (And Offline) Communities, Creating Brand
Champions And Finding Tribe Leaders In 2012 To Extend Your Marketing Spend And Message Reach Further Than Ever
Before
- How has online transformed how audiences receive information and redistribute key messages? How does this impact traditional media?
- Riding the wave of organic growth in online communities to plug into your most vocal audience: Discovering the niche communities pertinent to increasing visibility of your brand’s online identity and activities
- Beyond brand advocacy: Finding the ‘sparks’ ‐ brand champions that ignite positive user generated PR
- What defines a tribal leader in marketing? how does their opinion, recommendation and behaviour cause a ripple effect to their ‘followers’ impacting your brand and audience? How can you harness this to drive you marketing further?
Moderator:
Jonathan Wilson, Senior Lecturer and Course Leader in Advertising and Marketing Communications Management, University of Greenwich ‐ UK
Panelists Include:
Arto Joensuu, Digital Change Agent, Dubizzle – UAE
Micheal Maksoudian, Head of Brands and Digital Marcomms, anayou ‐ du Media Lab, UAE
Flora Fang, Digital Marketing Manager, Jumeriah Group – UAE |
| 14.40 |
CLOSING INTERACTIVE SESSION PART 1: Personifying Brands– How Your Brand Can To Win Friends And Influence People
Have you ever noticed that brands have personalities like people? Some follow all the rules and still cannot thrive and
others break all the rules and succeed? There is always a cool kid on the block, some brands act like bullies and others are
smart informed though not that fun – but each has their place and function and should be representing the product,
service or ideal they represent. The journey of brands into assuming roles of human existence is an interesting idea to
explore with many nuances and helps us understand why one size does not fit all.
- Bridging the gap between how your brand wants to be recognised and current consumer perception
- Which human characteristics will effectively communicate your brand and resonate with your target market?
- What do your key messages and the media channels you choose say about your brand personality?
- What brand would your personality represent and how will this be projected into the brand you work for?
Led By:
Jonathan Wilson, Senior Lecturer and Course Leader in Advertising and Marketing Communications Management, University of Greenwich ‐ UK
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| 15.10 |
Afternoon Break And Refreshments |
15.30
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CLOSING INTERACTIVE SESSION PART 2: MARKETING RELAY:
Inside The Mind Of A Market Leader ‐ The Thought Process
And Strategy Behind Promoting A New Campaign Or Product
Build a hypothetical new campaign or product by deciding how to communicate the key message to a particular target
market in the Middle East, sharing their decision making and creating thought process with attendees.
- Race 1: Choose which key characteristics to advertise…
- Race 2: Identify how they would develop the packaging…
- Race 3: Select the key media channels in which to advertise…
- Race 4: Deliver a killer tag line…
Led By:
Jonathan Wilson, Senior Lecturer and Course Leader in Advertising and Marketing Communications Management, University of Greenwich ‐ UK |
| 16.10 |
Close Of Total Marketing 2011 |