MARKETING IN THE MIDDLE EAST WITH XEROX
whole value proposition around . However , a quality product in the wrong place is like the analogy that there is no point in buying a sun seeker to put in the bath . Our value proposition in the US and Europe has always been seen as a premium product with a fair price , but people are expecting a lot more for that nowadays . In the Middle East where you have third parties carrying out that brand promise you must ensure you have them well equipped and trained so they can carry that out . People do their own research before considering buying something , so by the time you get the chance to interact with a potential customer their decision has almost been made . We must take that into account as marketers .
value proposition . Recently we took 25 of our most important clients over to New York where Hilary Clinton was a keynote speaker . We showed them all of our latest technology and then had some fun by taking them to the US Open tennis at Flushing Meadows . Every single one of them without fail reacted incredibly well to what we were showing them and the return on investment we get on that kind of activity is excellent . It sounds like good fun , and it is good fun , but the planning that goes into this is just as thorough as the planning which goes into spending on
BRE : In light of this , is there a particular area of marketing that is taking off or on trend in the Middle East which we should look out for in 2015 ? Offering clients in-depth experiences of your business . We carried out some activities which involved a huge push in the services part of our operation , in line with the increasing awareness of consumers that service is part of the
Dan Smith , Head of Integrated Marketing
23