2nd Luxury Marketing Summit

Oct 14 2009

Start Date: October 14, 2009
End Date: October 14, 2009
Time: 0800 -1600
City: Johannesburg
Country: South Africa
Venue: Indaba Hotel, Fourways
Registration Fee: R2600 -R2950
Event URL: Go to link.

The Summit is about best practices in reaching and influencing high net income consumers in SA. It’s about very successful luxury marketers sharing their experiences, answering your questions and featuring case studies with the critical learning points.

Program
2009 | Luxury Marketing Summit

8h00 - 8h10
Welcome
Grant Davison, Managing Director, Saxecoburg, will be the chairman for the day, he is an independent marketing consultant focusing on the luxury and premium brand market

8h10 - 8h50
Facets of luxury
The recently formed Southern African Luxury Association (SALA) will present the results of their first annual research study into ‘Luxury in Africa’.
Piers Schmidt - Chairman - SALA

8h50 - 9h30
Prestigious luxury communications on the African Continent
• How do you communicate effectively your brand’s heritage and core values in an overtraded advertising market?
• Lessons learnt in creating a new pan-African media platform for prestigious luxury and premium products and services.
• Creating a viable alternative to traditional media strategies for luxury brands
Ursula Chikane - Co-Executive Producer and host of Belle Époque (Africa’s first and only wealth-style programme)

9h30 - 9h35
Stretch Break

9h35 - 10h15
Luxury brands: self-actualisation versus ego
Luxury brands need to understand disparate motivations - and differentiate themselves accordingly. And, while it is possible to cater for each extreme, this has to be tackled with great care and finesse without compromising on the brand’s essence. How to successfully differentiate through engaging in the right intimate conversations by virtue of their ego or self-actualising alignment.
Robert Havick, MD, Switch Design

10h15 - 10h45
Coffee & networking

10h45 - 11h25
The evolution of luxury - finding its place in an changing environment
The world we wake up to every morning is very seldom the same as the one we went to sleep in the night before. We are all affected in different ways by the change in the world, its markets and consumers and brands! What that means for is that we need to perpetually recalibrate our thinking and our worldview so that we can be the masters of the change and not the other way around.
Jason Knight, Head of Strategy, Ireland/Davenport

11h25 - 12h05
Introducing Mobile into the Luxury Marketing and Communications Mix:
Mobile can be an effective medium to support or lead your luxury brand’s marketing, communications and service strategies for exposure, sales, building a community and relationships with your audience. Looking beyond the hype, there’s merit in understanding the potential, basic building blocks to think about and the tactics you could leverage to measure and improve your ROI through mobile.
Raymond Buckle, CEO, SilverstoneCIS

12h05 - 12h10
Stretch break

12h10 - 12h45
Rolls-Royce Case study
Marek Letowt, GM: Rolls-Royce South Africa

12h45 - 13h45
Lunch & networking

13h45 - 14h25
Are you selling the right kind of luxury?
In January 2009 Euro RSCG commissioned a global study on consumer perceptions of value in the recession. Not surprisingly they uncovered a great deal of anxiety around the loss of wealth and employment. Surprisingly, however, they also discovered a new, emergent paradigm around value - a fundamental change in how consumers define what’s valuable in their lives. Using this new definition Euro RSCG has developed a straightforward approach to marketing Luxury in 2009 and beyond
Lynn Madeley, CEO, Euro RSCG, South Africa

14h25 - 15h00
Luxury Insight and Integrity - Effective luxury communication in the South African market, LVMH Champagne case study
• The wonderful LVMH Champagne story - international luxury context
• Effectively communicating LVMH Champagne’s heritage and values in an emerging market and the challenges of maintaining a consistent luxury message
• Approaches: luxury brand collaborations and champagne case studies
• Going back to luxury basics - brand integrity in the media
Lucy Kenny, Communications Director, Traffic Marketing & Communications Manager LVMH Champagne, South Africa

15h00 - 15h10
Coffee & networking

15h10 - 15h45
The next generation of luxury consumers
Youth Dynamix will take you on a journey to understand the realities of life today, macro-trends, the changing environment; and the impact these factors are have on the mindsets, behaviour, lifestyles and attitudes of the new youth generation.
This will lead to an understanding of how young people’s needs have changed, and ultimately how luxury brands can capitalise on their emotional connection with consumers to allow the youth to amplify their need for exclusivity, self-expression, individuality, uniqueness, belonging and aspiration.
Andrea Kraushaar - Youth Strategy & Research Director - Youth Dynamix

15h45 - 16h20
How to use digital to reach and influence the luxury consumer
The BMW Z4 case study. The strategic thinking, the media selection and mix, entering into an intriguing conversation, the conversion to enquirers to buyers, the follow through.
Brent Shahim - CEO - Aquaonline