Experiential expert in SA

Founder and director of Columbia Business School’s Center on Global Brand Management, Bernd H. Schmitt brings his wealth of expertise to South Africa at the 2nd African Experiential Marketing Summit in September.

As Robert D.Calkins Professor of International Business at Columbia Business School in New York, Schmitt is also CEO of The EX Group, a consulting firm focusing on innovation and customer experience. He has co-authored seven books, which have been translated into 16 languages, including Experiential Marketing, Customer Experience Management and Big Think Strategy.

At the African Experiential Marketing Summit, which will take place on 3 September at Monte Casino in Johannesburg, Schmitt will present his theories on why an attractive customer experience is critical for differentiating one’s brand, and illustrate how leading brands such as iPod, Mini and Singapore Airlines utilise experiential marketing.

Marketers will learn the power of engaging consumers on a sensory level and why experiential marketing is vital in creating brand equity. Other topics that will be presented include creating brand connections, African communications and sponsorships, among others.

Other keynote speakers at the event include Liz Bigham, Director of Brand Marketing at Jack Morton (US); Kim Skildum-Reid (Australian), leading authority on sponsorship marketing; and local expert, Dr Jan Hofmeyr, Global Head of Insights at Synovate and brand commitment specialist.