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Melbourne, Victoria, Australia, 2008/09/09 - ABT CEO, Antony Gowthorp, ex-MINI Marketing Manager Jason Miller and Honda Australia’s Marian Dekker will host a special speaker session entitled 'Using Brand Experience To Drive Retail Performance' at the Asia Pacific Experiential Marketing Summit.
In a special presentation at the Asia Pacific Experiential Marketing Summit (18-19 Sep. 2008) in Sydney’s Hilton Hotel, ABT CEO, Antony Gowthorp, will joined by ex-MINI Marketing Manager Jason Miller and Honda Australia’s Marian Dekker to discuss brand experience challenges using workable, case study-based solutions. Gowthorp, Miller and Dekker will host a special speaker session entitled ‘Using Brand Experience To Drive Retail Performance’.
Using best practice case study examples, these three brand marketers will focus on how to embrace a brand experience attitude and philosophy, plus discuss ways of introducing and implementing B2B brand experience marketing initiatives for those at the retail end of the sales process.
Engaging retail staff and channel partners to deliver the brand values in the retail environment is a global challenge for all retail brands. Yet brand experience is a provenperformer for B2B marketing, just as it is for B2C.
Gowthorp, Miller and Dekker promise to show summit delegates how to capture the hearts and minds of all stakeholder groups. This ensures that retail partners are motivated to perform and can also help convey your brand experience at every consumer touchpoint within the retail environment.
Speaking about the session, ABT CEO Antony Gowthorp said: “Convincing some retail marketers that the retail channel is a critical element in creating positive brand experiences can be a tricky proposition. Remember, retail staff are advocates and ambassadors for brands in which they might have little equity or control. As brand experience experts, ABT’s challenge is to help organisations understand and utilise brand experiences so that retail staff live the brand, and drive better sales results too.”
ABT’s Jason Miller will facilitate the session with brand marketing experts Antony Gowthorp and Marian Dekker on Friday 19 September 2008 at 11.30am.
About the speakers
Antony Gowthorp: Antony believes that creativity that doesn't make an appreciable
difference is just colourful noise. And he should know; having joined ABT in January 1992, armed with a Bachelor of Business (Marketing), he has risen through the managerial and creative ranks and handled almost every aspect of creating effective brand experiences. Antony doesn’t particularly care whether the task is experiential marketing, brand marketing or the creation of brand equity, his focus is always to deliver positive, calculable returns for ABT’s clients.
Jason Miller: With extensive automotive marketing expertise, Jason Miller is well respected for his successes in the industry. He joined ABT from BMW Group Australia where he was Marketing Manager for MINI. As a brand-marketing specialist, Jason has substantial motor industry experience, having enjoyed key roles with MINI, Ford’s Falcon Ute and Ford Light Commercial Vehicles.
Marian Dekker: Since 2002, Marian Dekker has been an integral part of the Honda marketing team. Prior to joining Honda, she had extensive experience both in Australian and overseas agencies on accounts as diverse as SPC, Mars and Ford. Her first hand industry experience (both agency and client side) has been complemented by her academic studies at AFA AdSchool and a masters of Business (Marketing) through Swinburne University. Recent career highlights include spending months on the road with ASIMO – Honda’s humanoid robot – and tailing Honda’s Hydrogen car, the FCX, through the streets of Los Angeles.
About the event
The Experiential Marketing Summit (Hilton Hotel, Sydney 18-19 September 2008) delivers two-days of discovery and insight into how some of the world’s best known brands are making connections that are reigniting their customer relationships and reaching new audiences in truly memorable and engaging environments. As brands become more driven to engage their audiences with something other than the 30 second spot and traditional media, experiential programs that strengthen the emotional attachment between consumer and brand is fast becoming a crucial ingredient in every innovative marketers toolkit. The event program covers all elements of experiential marketing including: Live events; Sponsorship; Retail activation; Branded content; Word-of-mouth; Online/Interactive; Roadshows; PR/stunts; Product sampling and Street teams.