Dubai to Southern California - Completing the Marketing Circle

After a few weeks to reflect on our enlightening trip, we completed our marketing circle today with a formal presentation of findings and observations about our month-long marketing/discovery tour of the Arab Emirates. The U.A.E./Dubai Briefing was hosted by the U.S. Commercial Service-U.S. Dept. of Commerce, at the Newport Beach Offices. It was a wonderful opportunity to share what we gained from our experience and to look forward to the future Luxury Link between Dubai and Southern California.

As an overview, the presentation to area businesses related the following:

Le Rêve Destination Services®

1. Background & Business model
2. Marketing Plan
3. Current perceptions of our 2 cultures
4. Business, Leisure, findings
5. Initiative results & take away

There was also a good deal of interest regarding the following findings which we discovered during our stay.

“Current Perceptions”

1. Americans:
· Terrorist region, too restrictive, nothing to do for more than 2 or 3 days, they throw money around, the country with the hotel fashioned after a sail.

2. Arab Emirates
· They (Americans) don’t like us, the Visa issue is intolerable, Homeland security is comprised of foreigner nationals on a power trip, once you are inside the U.S. boarder it’s great!
3. American President seeks to restore respect of Muslim nations, calls on Iran to ‘unclench’ fist for diplomacy.
· Some global adversaries ready to give Obama chance

Leisure Findings

1. Void of U.S. marketing presence.
2. Safety, Visa’s, Language are not issues.
3. VERY few U.S. vacationers & they don’t seek them.
4. To enjoy the destination your must embrace the Andrew Harper credo, “Get out and discover the destination”.
5. Be open to “cross cultural” immersion.
6. Yes, Arabs are conservative and value their legacy, norms, and religion. However, they are also tolerant of others.

Business Findings

1. If you are to do business in the A.E. you need credibility.
· Establish a presence: not necessary to have an office but you need to have a routine dependable call cycle.
· 8 day road shows won’t build rapport.
· Be available for last minute audiences and come prepared with promotion/marketing materials.
2. Exhibit empathy build relationships
· Your target audience must relate to you and your company.
· Initially your meetings will entail 2/3 non-business related conversation.
· Be well versed on international business and government relations.
3. Satisfy a need:
· New/Big/Highest Quality/Recognizable Brand
· How does it play in “Peoria”? CONUS is not U.A.E./India/Russia or China.
· What do you want from me?
· Don’t overcharge, a good deal is appreciated globally.
· How do you overcome Homeland Security?

Initiative Results & Take-a-way

28 Hotels inspected
42 Activities and venues evaluated
9 Travel agency calls
12 unique business contacts and 21 meetings
114 acquaintances made
7 unique business proposals with revenue potential.
23 high level relationships developed in Saudi Arabia, Dubai, Abu Dhabi, Lebanon, Pakistan, Syria, NYC, Vienna, and expanding daily.

Future Strategy

In the end, the briefing was a successful meeting of the minds, and created an awareness of how we can continue to build the future connection between Dubai and Southern California. As we look to the future, we will be moving forward with the following strategies:
1. We are returning in April to attend Arabian Travel market.
2. Follow up on relationships and network
3. Build new relations
4. Continue strategic focus on marketing the “Cross Cultural Opportunities” which can result in a WIN/WIN revenue generator.

I realize this is a departure from our normal blog posts, but most of you have been with us for the entire ride, and we wanted to share this with you. This is definitely not the end though. We have Dubai in our hearts now, and will be going back soon! In fact, Mike is planning a return trip already in April, and we will continue posting all our news and interesting highlights!!