Launched for the 25th and 26th of September 2011 at the Hyatt Regency Dubai, the Experiential Marketing: Invoking Brand Loyalty forum will allow for participants to gather a holistic view of the benefits and returns which the experiential concept is able to offer to their respective industries.

 This forum will be sharing the strategies involved in making experiential marketing a success while using minimum resources to achieve maximum returns in order to expand your market share and develop an emotional bond with your end consumer. This is the strongest bond an organisation can achieve in their pursuit of winning over their respective market over their competitors.

Featuring Experiential Marketing expert, Erik Hauser who is the Founder of the Experiential Marketing Forum which is also the Endorser of this event, Erik is a recognised thought leader in new medias, conceptualisation, content creation, strategy, insights, and experience/experiential marketing. He believes, “Experiential Methodology is only recently being understood for what it is really is and all the power it possesses”. Hauser’s thinking assists brands to stretch their thinking so far ahead that the curve isn’t even visible in their rear view mirror. Hauser is a firm believer that a brand is a summation of the experiences that it provides customers.

Experiential marketing provides the platform for an emotional ‘pull’ factor, the ignition which provides the impact on the consumer. By appealing on an emotional level by involving the sensory ability, the brand connection is made quickly and seamlessly. This is a radical approach which is globally implemented and ensures that businesses are able to attract and satisfy the expectations of the consumer.

In the Middle East, Saudi Arabia which is widely regarded as the largest and toughest market to penetrate is a prime concern for local and global organisations alike. Due to the very nature of experiential marketing, the physical presence of both genders in the same site is restricted due to compliance with religious beliefs and makes the practice of this concept difficult to implement.

Speakers to present include Justin Hannemann, Marketing Director of American Express, UK, Hosam Qurashi, Director of Marketing and Communications of SEDCO, Saudi Arabia, Ali Ajouz , Senior Vice President – Marketing and PR of Orbit Showtime Network, UAE, Harish Laxmisan,  Marketing Manager of RAK Airways, UAE, Mourad Mohammed , Director of Sales and Marketing of VIP Computers Middle East, UAE, Haris Munif , Regional Marketing Director – Mobile Devices of Samsung Middle East, UAE, Richard Zreik , Senior Marketing Manager of Nissan Middle East, UAE , Suhaila Gubash , Director – Events and Festivals Marketing, Dubai Shopping Festival, UAE, Rasha Awada, Regional Marketing and Communications Manager of STME Middle East, UAE and Amna Al Hammadi , Acting Head of Marketing of Dubai Media Incorporated, UAE.