Fespa has published the programme for its first Personalisation Experience conference, which will take place alongside Fespa Global, 23-25 May, Messe Munich, Germany.
The conference will be moderated by Fespa’s personalisation ambassador, Richard Askam, one of the creative brains behind the ShareACoke campaign for Coca-Cola and who has worked on several personalised marketing campaigns for brands including Marmite, Nutella, Lynx and Dove.
Confirmed sessions, which will be hosted in English, include:
· Why you need to rethink personalisation. Customer and retail expert Peter Cross will delve into the mindset of the modern consumer and why it’s time for the industry to start taking personalisation seriously. He will talk about consumer expectations and why it’s essential to build meaningful customer relationships to differentiate your brand.
· For the Youngest Generations – Gen Z and Gen A, Personalisation is Everything. Chloe Combi, author and Gen Z/A expert, will examine who the youngest generations are and how they engage with and maintain a close relationship with brands, explaining why a personalised approach is central to this.
· The Cocktail Party – Understanding the Customer Journey: The Foundation of Effective Personalisation. Gianfranco Cuzziol, personalisation consultant at Natura will explore the power of personalisation in marketing and how it can be harnessed to drive customer engagement and loyalty.
· People, Planet, Profit: How All Can Benefit from Print Personalisation. How Tony’s Chocolonely’s personalisation service is driving sales and customer loyalty, opening up new market sectors and delivering key brand partnerships in this session with Hannah Green, digital sales and experience manager at Tony’s Chocolonely UK.
· From Industry 4.0 to Industry 4.U – Next Generation Customisation and Personalisation. Frank Piller, professor of management, RWTH Aachen University, will explain the key components of Industry 4.U, how new data-driven business models can take customisation and personalisation to the next level, and how pioneering companies are using Industry 4.U to create new business models.
· Sending Emotions for Next Day Delivery – How Personalised Gifting Connects. Sabine Huijskes, innovation manager physical product and process at Greetz and Konrad Klimkowicz, innovation project manager at Moonpig, will talk about how companies can integrate emotionally charged and single-item personalisation into a fast-paced operational production environment and finding the right balance between innovation and order fulfilment efficiency.
· Personalisation and Creativity. Justin Cairns, head of offline production at Ogilvy UK will cover award-winning case studies showing how creativity can take personalisation in print to the next level and that personal data isn’t always necessary to make a big impact
Speakers from brands including ProQure, Printful, Landa Digital Printing, Ipsos, Printess and Canon will also explore topics such as the behavioural science behind personalisation; the power of print in a personalised world; driving impact and customer loyalty through content; and the technology and businesses models making personalisation accessible.
Alongside the individual speaker sessions will be a series of “in conversation with” sessions led by Askam, who will be joined by consumer and tech experts, retailers and manufacturers.
The Personalisation Experience conference will run alongside an experiential exhibition space. A three-day pass for the conference costs €495 and gives delegates unlimited access to the exhibition area, and Fespa Global Print Expo and European Sign Expo 2023 exhibitions.
