education

IABC International Conference

The IABC International Conference is the leading international forum of its kind. More than 1,400 business communication professionals—decision makers in leading industries around the world—gather annually to learn the latest developments and best practices in communication and make connections that will advance their communication programs and careers.

Conference Session: T12

T12 / Mission impossible: The little team that knew it could

Date: Tuesday, 24 June
Time: 1:15–2:30 p.m.
Track: Marketing & Brand

Find out how Barloworld, a South African industrial brand management company, used strategic sports sponsorship and public relations to attain brand recognition in 26 countries. With a minimal budget for advertising, Barloworld invested in a cycling team and set a mutual goal—to compete in the Tour De France within 5 years. The cycling team earned a Wildcard invitation to enter the Tour De France 2007. That was only the beginning of the success story.

In this session, you will discuss:

• Setting “impossible” goals
• Advantages of strategic sports sponsorship
• Achieving global awareness with a minimal budget

Presenter / Chris Fisher / Gauteng, South Africa, found his niche in marketing after spending 15 years in human resources. Over the last eight years, he has developed his passion for brand building in the marketing and sponsorship environment. As head of corporate marketing at Barloworld, Fisher drives the company’s brand strategy.