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Strategic Marketing Responses to Crises

Peter Fisk
An Iconic Marketing Thought Leader and Business Thinker

18th, 19th December 2011 Intercontinental City Stars Cairo, Egypt

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 customers making? How can the company provide help to their customers? What are the competitors doing? What opportunities are opening 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 objectives. In order to nd answers to all these questions, and other challenges facing your company in the extended slowdown, attend our upcoming open program MARKETING IN A DOWN ECONOMY with one of the greatest minds in marketing today - Peter Fisk.

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 continuous market shocks and how to work out a view of appropriate responses to address each scenario.


This program is not only designed for commercial Heads of Marketing, Marketing Managers and Directors, but CEOs, Managing Directors, 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. Fisks new ideas.

The 5 Power shifts, the rise of Asia, the impact of networks, and consumers in control. The 7 Whitespaces, nding 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 models Amazon and Pixar, how digital technologies are transforming experiences Lego and Umpqua Bank, on the power of human engagement and aspirations.


Refocusing your purpose and priorities in a downturn Redening value for clients and consumers Recovering faster to prepare for the new normal 50 strategies for successful marketing in a downturn Examples: Fiat and Nestle on responding to changing markets and consumers Alibaba and Li & Fung on doing things differently, as Asia powers ahead Samsung and Zipcars on seizing the opportunity of downturns for innovation.


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


Left brain, right brain of the new market leader Future back, now forward to drive lasting innovation Leading not managing for marketing success Winning and the new measures of business success Examples: Nike and Superdry driving change in response to a new world order Coca 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.

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 Microsoft, 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 strategy, 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 innovation) and Green Business. He is founder and CEO of the Genius Works, working with business leaders to adopt a more inspired approach to strategy and innovation, in particular through The Fast Track executive development 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.

Application Process
E-Mail: to request your enrollment in the program, Candidates that are accepted to participate 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.

Cancellation Policy
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.

Forms of Payment
Cash, Cheque or Wire Transfer.

December 18-19, 2011.

Number of Participants
Limited capacity program

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

Academic Material
We will provide you with a package that includes all written materials the faculties have given us, a notepad, and a pen.

Certicate of Participation
Upon completion of the program, participants will receive a certificate from Nexus Training Solutions and personally signed by program faculty.

Simultaneous translation from English to Arabic will be available.

Intercontinental City Stars, Cairo, Egypt

13 Abdelaziz Talaat Harb off Mohamed Elmekarif St., Suite 6, Nasr City, Cairo T: +20 (0) 2 22728049 M: +20 (0) 11 232 66 737/8 E: W: