This document advertises an upcoming marketing seminar on developing strategic marketing responses during economic downturns. The seminar will be led by renowned marketing expert Peter Fisk and will explore how to satisfy customers and find opportunities during difficult economic times by focusing on core customers, understanding market changes, and leveraging unconventional advertising. Attendees will learn 50 strategies for successful marketing in a downturn and new disciplines, tools, and approaches for marketing in today's digital, global environment.

1. MARKETING
IN A DOWN ECONOMY
Strategic Marketing Responses to Crises
Peter Fisk 18th, 19th December 2011
An Iconic Marketing Intercontinental City Stars
Thought Leader and Cairo, Egypt
Business Thinker

4. 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.

5. BENEFITS OF ATTENDING
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.
WHO SHOULD ATTEND
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.

6. TALKING POINTS
WORLD CHANGING, GAME CHANGING
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 models
Amazon and Pixar, how digital technologies are transforming experiences
Lego and Umpqua Bank, on the power of human engagement and aspirations.
RETHINKING MARKETS, REFOCUSING ACTIONS
Refocusing your purpose and priorities in a downturn
Redefining 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.
NEW MINDSETS, NEW MARKETING
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.
MARKET LEADERS, WINNING MARKETING
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.

7. PETER FISK
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.

8. ADMISSIONS
Application Process Cancellation Policy
E-Mail: register@gotonexus.com to If you are unable to attend, a substitute
request your enrollment in the program, delegate will be welcome in your place.
Candidates that are accepted to partici- If you request cancellation, the refund
pate in the program will receive an will be processed in the same manner
acceptance letter via e-mail. Due to the that the registration payment was made
limited space and high demand of this (i.e., cash payment, check etc.), less a
program, accepted applicants will need processing fee of EGP 600. After the
to formalize their attendance through Cancellation Deadline (14 days or less
payment of the program fee. prior to the program), there will be no
refunds for cancellations of any type.
Nexus preserves the rights to change
Forms of Payment the speaker, the venue and/or the dates.
Cash, Cheque or Wire Transfer.
Date
Number of Participants December 18-19, 2011.
Limited capacity program Academic Material
Dress Code We will provide you with a package that
includes all written materials the facul-
Classes and activities will develop in an ties have given us, a notepad, and a
informal environment, therefore busi- pen.
ness casual attire is recommended;
including suits, dress suits, and sports
coats are all acceptable clothing for the
Certificate of Participation
program. Upon completion of the program, partici-
pants will receive a certificate from
Nexus Training Solutions and personally
Translation signed by program faculty.
Simultaneous translation from English
to Arabic will be available. Venue
Intercontinental City Stars, Cairo, Egypt
13 Abdelaziz Talaat Harb off Mohamed
Elmekarif St., Suite 6, Nasr City, Cairo
T: +20 (0) 111 305 7117
M: +20 (0) 111 305 7117
E: taher.abdelhameed@gotonexus.com
W: www.gotonexus.com