Secret Millionaire to reveal the mysteries of emotive marketing at Business Focus 2012

SECRET Millionaire Mike Greene (left) will delve into the latest trend in ‘psychological adverts’ at the eagerly anticipated Business Focus 2012.

At the premier business-to-business exhibition, taking place in October, the enterprising star of Channel 4’s The Secret Millionaire will deliver an illuminating seminar on the latest marketing techniques that use behavioural science to communicate with customers at a subconscious level.

Mike, who grew up in Peterborough and has enjoyed an outstanding career as a retail entrepreneur, said: “Advertising has long-sought to make us feel good about a product or brand, but what we are beginning to see now is far more subtle forms, which use positive associations that we already hold, and link these with the subject of the advert.

“There have been some excellent recent examples of this, including Coca-Cola’s Olympic campaign, which combined the music of Mark Ronson, the thrill of world-class sports stars in action, and yet only glimpses of the product. We’re not told to ‘drink Coke’ – the connection is made at a subconscious level that appeals to our emotions, and sport is highly emotive. After all, grown men cry when their football team loses!”

Mike, who is now a ‘business angel’ as well as the director of nine companies and the chairman of two, is among a powerful line-up of speakers at the region’s premier business-to-business exhibition. Business Focus attracted 700 visitors last year and more than 1,000 are expected to attend the 12th annual event at Peterborough Arena on Wednesday 17 October. A host of professional groups will also be holding their events and talks at the exhibition, delivering some 400 new visitors.

Exhibitors are being encouraged to highlight and demonstrate their new products and services, and there will be a wealth of inspirational 15-minute talks bringing to life the latest gadgets and innovative business ideas. Among the new attractions for 2012 are an eco show house that will be constructed inside the main exhibition hall, corporate games and teambuilding activities for visitors to try out, and ‘Foods of the World’ served throughout the day.

Business Focus, organised by Cambridgeshire Chambers of Commerce and The Business Club, celebrates the region’s success as the Business Environment Capital of the UK. Sponsors are The Peterborough Telegraph, Larkfleet Group, Peterborough City Council, Peterborough Regional College and Peterborough Arena. The event takes place in Peterborough Arena at the East of England Showground on Wednesday 17 October.

Entry for visitors is free on the day. Exhibitor stands start from £275 plus VAT and are available on a first come, first served basis. For further information or to make a booking, visit or call Business Focus on 01733 370809 or 513002.