This is the abstract of my presentation "how to push your brand with sport & tourism at IMEX12.

1. www.martinsuiter.com
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IPR: MARTIN SUITER - Consultancy, Munich here for IMEX12, 23-May-12 Frankfurt

2. 23rd of May, Inspiration Centre, show floor
how to push your brand with sport & tourism

3. Experience, contacts and a creative
mind can not be replaced at all.
Martin Suiter

4. Text: where do I come from? Alps? are you sure? why? you just saw some pictures,
heard some music. What has that to do with me?

5. Text: we will talk about that issue today. How can pictures and words in connection with sport
and tourism influence the touch points of your customers and where can you call them to
action on their customer journey.

6. Welcome to the 10th IMEX a world full of ideas. My name is Martin Suiter and my
consultancy is based in Munich from where …
Text: … I do strategic communication concepts for corporates, destinations, hotel
chains, ... and share contacts, experience and sell my head. I am one of you
because we did about 350 events and incentives with up to 140.000 people and
still consult and create conferences and exhibitions from 10 to 30.000 participants
and visitors.

7. Text: well you were right, indeed I was brought up in the Alps and I hope you agree
one of the most beautiful places in the world. No? There you see - everybody has it’s
own special places in his head, his own special places where he is connected to. So
to get connected to these people you need to get their emotions.

8. Text: I am 46 years old and at every decade I was confronted with the most modern
communication tools. Till today I engage myself very much with what happens in our head and
how can corporates etc. use these touch points. Please indulge myself with my English but if
you do not understand everything you can stay and follow everything I said again in German in
the following session.

9. get connected and Twitter now #imex12

10. Text: That others can share that knowledge and you are able to use your phone, what
you do anyway but now in a good matter for me and all the IMEX visitors scan that
QR code, get connected and share.

11. our brain

12. Text: what you see here are our nerves in our brain. Not a complete mess as you
might have expected, but rather sorted as we humans are. We like clear and distinct
messages because our brain seeks for causal contexts. But remember emotions are
embodied not cerebral.

13. why are you here?

14. Text: I do not know why you are here? But you need to know why you are here. You
should be here to learn something to enable value for your events to add value to
your share holders at lowest possible cost. And an exhibition like this is a good
place to touch, to share knowledge and to talk face to face which gives you the
possibility to gain all the information verbal and nonverbal of your dialogue partner

15. learn to be an Optionist

16. Text: so my message is: become an Optionist. Here you see approximately a
thousand mountain peaks. Each and every one different. To get to the top there are
even more than a thousand ways. Dangerous, easy, with cable car, but also with
unpredictable influences like bad weather, wind, etc. Finally on the top you got a
different view from each peak. But they all have one in common – you have to come
down again and what you see there is the next peak, the next chance.

17. - buying is a social decision
- change the believes - change the behaviours
- ease of use + joy of use = usability
- reduce friction = intense user experience
- emotions are embodied = not cerebral motivated

18. Text: so be prepared before you climb your next project. First know exactly where you
want to go means who is your customer, client, etc. Second you have to let him know
what you want and what he can expect. Third give him the easiest possible access.
Forth turn of everything that could be distracting.

19. concept, passion, self-confidence
- Nokia - back to Gummistiefel
- anti watering-can-principle
- we-feeling

20. Text: Prepare your self. Make a plan be passionate and self-conscious. Nokia did miss
at least one point so they might be doing in the future what they come from – produce
rubber shoes. Be individual as much as you can and do not spread your message with
a watering can. Last but not least create a we-feeling. Bring everybody that might be
involved on board to share the message with the same passion that you have.

21. make achievements visible

22. Text: To integrate partners you need to make sure they are aware of what value you
can offer. Here you see a poster from the German Ministry of Economy and
Innovation where it says very clear the value of tourism to the German added value.

24. Text: pictures are so impressive and go directly into your heart and should match
your feelings and bring back memories. Here some from the hotel brochure of
Schloss Elmau. No text just pictures it is one of the most authentic hotel brochures I
know. Who controls the pictures controls the heads. Bill Gates It says: make yourself
home. = target group orientation = give your (!) target group orientation

25. Best Practice: BMW App = P2P

26. Text: now how can you convert that in to action? BMW is engaging their clients with
this new app. You can order your car and see it in all possible colours, see at what
stage the production is. And finally – drive it. Social Media is interaction between
humans and not humans and machines. = p2p (person to person) and has become
an integral part of our lives.

27. brand loyalty

28. Text: In contrast to BMW this picture is showing how to loose contact to your clients.
And how brand loyalty by Apple has an enormous impact.

29. tourism & economy

30. Text: how do corporates use sport & tourism as their platform? This example from
the partnership from Allianz and The St. Andrews Links Trust is an extraordinary way
of using each other’s reputation to market yourself. Allianz as a worldwide global
insurance and finance company became partner of the birthplace of golf at St.
Andrews. Everybody in the golfing world knows St. Andrews, its history, its legendary
reputation. So both partners gain additional reputation from each other’s clients and
fans.
Text: another good example is the partnership of Virgin Atlantic and Golf Live the
largest public golf festival where people rub shoulders with their golfing heroes. See
how that is done and be aware that nothing is incidentally in that movie.

31. only with goals there is development possible
the future needs an idea and
great personal engagement to
enable a solution where at the
end an evolution is visible.

33. Text: again - be aware of what you want to achieve.
Text: … and know that you do need an evolution to be able to make a revolution.
See how The Augusta National - the Wimbledon of Golf - is promoted by the BBC. It is
like a revolution, but see yourself.

34. 25 hrs

35. Text: the hotel chain 25 hrs is doing the same. Simple but outstanding ideas. First in
their morning news they name all employees and working hours to be personal and you
now who is there to serve you. Second the sign says: hey I am at 25 hrs so please give
me another hour. In their harbour city hotel in Hamburg, even the elevator is a multi
sensual experience. It looks like a freight elevator, it smells like a fright elevator, it gives
you the harbour pictures you expect and it is open, so you even feel the air flow – wow.

36. Gomez vs. Kaymer

37. Text: two more examples how to advertise excitement. If you have a very unpopular
sport. What would you do to make it more popular? … or use a sport that is the number
one in the world and create a partnership. How the story ended – see HUGO BOSS
presents Gomez vs. Kaymer on youtube
Text: one more example how HUGO BOSS is using a subjective camera, outstanding
places to promote their Green-Line Golf Wear to gain a common touch. The film is
showing Martin in a very unusual environment, where golf is usually not played and
makes you laugh.

38. learn to be a Futourist

39. Text: so again. To become a Futourist you do not need to invent something totally
new, you need to know how to surprise, and have the right partners on your side. To
see reality is one thing but to see the possibilities that is something different.

40. EURAC Convention Center
Bolzano, Italy - South Tyrol

41. EURAC Convention Center
Capacity: 15 - 320 Pax
EURAC convention center
Viale Druso 1
I - 39100 Bolzano
T.: +39 0471 055 044
convention@eurac.edu
http.//convention.eurac.edu

42. Text: So why not meet in a 5* natural environment. For example in South Tyrol, Italy,
with Mediterranean Lifestyle in a traditional mountain habitat. In the city of Bolzano
in the EURAC Research Center there is space for up to 320 people with state-of-the-
art technology. And the best, after work you are in a wonderful surrounding with
great food and under guarantee women will find another pair of Italian design shoes.
Text: As you see even the Dalai Lama was there. See contact details below or just
give me a shout and I get you in contact.

43. you can‘t make chicken salad
out of chicken shit
or
bullshit in, bullshit out

44. Text: but your product must be outstanding and if it is not – marketing is
manipulation – even your mother uses that. If you hurt yourself what did your mother
say to you? She said tomorrow it won’t hurt anymore, even if she knew it will take
months to recover. We call it the mother lie. It is legal and gives you a lot of
confidence.

45. The question is not: what have I achieved?
the question is:
What could I have achieved?

46. Text : be proud of what you have achieved, but ask yourself what you could have
achieved if you would have added another 10% of engagement in advance. Steve
Jobs: there must be a better way.

47. PiyP (Power in your Pocket) Feedback

48. Text: because in times of social media the judgement will be made in seconds. Use
that as a chance to interact with your clients, customers, partners, etc. PyP = Power
in your Pocket. I will not tell you any statistics now you can find them on
www.ourmobileplanet.com but you have to have a gmail account for that

49. clear messages, humor, character
from USP to
ESP
(Emotional Selling Proposition)

50. Text: clear messages, humour, and self-confidence will lead your way from USP
thinking to ESP (emotional selling proposition) methods. I have some golfers-heart
surveys left for you and when you are connected with me on SM you get one free
afterwards.

51. Peace one Day.org
21 - Sept. - 2012

52. Text: one more idea you can work on for the next few months and use it as a
promotion tool or event idea: Peace one Day is a postulation from Jeremy Gilley
where he aims to make it happen that there will be one day of peace on earth one
day of truce. Christmas is some sort of “worn out” so he “invented” a new date and
has so much enthusiasm that he got the UN, UNICEF, the WHO and Jude Law, etc. to
support that campaign.

53. Text: be personal and use the right words.
have you learned something? Yes you have, when you feel strong enough to answer
the following question the right way.

54. „Papa - why do I breathe and how does that work?“

55. Thank you very much for your attention.
I hope there are a lot of questions.

56. C onsulting U
www.martinsuiter.com
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