Fespa organizers unveil the Personalisation Experience program, which will be held at the show from May 23 to 26, 2023 at Messe Munich, Germany. For the first time and during the three days, conferences and discussions exclusively focused on the print personalization experience will be held, led by Richard Askam.
Richard Askam, the ambassador of Personalisation Experience, has worked on several large personalised marketing campaigns, including the benchmark campaign for personalised marketing campaigns, the ShareaCoke campaign. This campaign allowed Coca-Cola to increase its sales thanks to labels and cans featuring first names and appellations (Family, Mom, Friends...).
Duncan MacOwan, marketing and events manager for Fespa, explains: "Consumer demand for personalized, instant and augmented experiences has grown over the past few years and brands that have embraced personalization have sharpened their competitive edge and expanded their market share. That's why, through our first-ever Personalisation Experience, we want to help attendees measure the business value of personalisation and show them how to seize the exciting opportunities it offers in their industries. We're looking forward to a huge number of international speakers from different industries and backgrounds, who will share real-life business cases, insights and practical advice with our visitors."
The sessions, which will be in English, will last between 25 and 45 minutes. Here are some of the lectures...
may 23, 2023 at 10:45 am (45 min) - Why you need to rethink personalisation (Why personalization needs to be rethought)
Peter Cross, Customer and Retail Expert, will dive into the consumer mindset and explain why the industry must start taking personalization seriously. He will outline consumer expectations and explain why building meaningful customer relationships is critical to brand differentiation.
12:00 (25 min) - Knowing me knowing you: how behavioural science is shaping a new agenda in personalisation (Knowing Me, Knowing You: How Behavioral Science is Shaping a New Personalization Agenda)
Colin Strong, global head of behavioral science for the Ipsos polling company, will present best practice guidelines for personalization, with clear advice and practical examples. He will also highlight how it can lead to a sense of strangeness and difficult outcomes if personalization is actually developed to meet the needs of the brand rather than the user.
2:15 pm (25 min) - The Cocktail Party. Understanding the Customer Journey: The Foundation of Effective Personalisation (Cocktail - Understanding the customer journey: the basis for effective personalization)
Gianfranco Cuzziol, personalization consultant for Brazilian cosmetics brand Natura & Co, will explain how personalization in marketing can be leveraged to drive customer engagement and loyalty. He will discuss the importance of understanding the customer journey and delve into the key elements of a customer data strategy.
14:40 (25min) - People, planet, profit: how all can benefit from print personalisation (People, Planet, Profit: How Everyone Can Benefit from Personalized Printing)
This talk will be dedicated to the case study of Dutch confectionery company Tony's Chocolonely, where Hannah Green, Experience Manager at Tony's Chocolonely UK, will explain how the brand's personalization service drives sales, builds customer loyalty, opens up new market sectors and offers world-class brand partnerships.
may 24, 2023 at 10:45 am (25 min) - Sending emotions for next day delivery - How personalised gifting connects (Sending Emotions for Next Day Delivery - How Personalized Gifts Create Connection)
Sabine Huijskes, director of innovation for physical products and processes at Dutch online personalized gift seller Greetz, and Konrad Klimkowicz, innovation project manager at Moonpig parent company Greetz and other personalized item-based brands, will explain how companies can integrate item personalization into a fast-paced production environment.
3:30 pm (30 min) - Keynote - Customization and < insérer la créativité > (Customization and creativity)
Through award-winning case studies, Justin Cairns, head of offline production at Ogilvy UK, will demonstrate how creativity can take print personalization to the next level and that personal data is not always necessary to make a strong impact.
may 25 at 10:45 am (25 min) Make it unforgettable (Make the experience unforgettable)
Mathew Faulkner, director of marketing and innovation, Canon EMEA Large Format Printing Division, will explore the "emotional wheel" that brands and their printers can proactively cultivate with customers through a personalized approach. He will explain the role that personalized print can play in the ongoing customer journey - from programmatic printing to curated physical spaces, memorable unboxing moments and lifecycle communications.
Alongside these conferences, three "in conversation with" sessions led by Richard Askam will be offered between consumer and technology specialists, distributors and manufacturers.
