Canon hosts The Future Promotion Forum

Canon Europe is today (25 September) hosting an event for those in publishing, direct marketing, corporate and commercial print, as well as brand communication and display graphics to showcase the possibilities of promotional print within brand campaigns.

The Future Promotion Forum is being held at Canon’s Poing-based Customer Experience Centre under the theme ‘Fuel Emotion with Print’. Production Printing Business Days on 26-27 September will also run at the site under the same theme, the intention being to show role of promotional print in omni-channel brand campaigns.   Future Promotion Forum will open with a keynote from Nick Morris, founding partner at Canvas8 London, discussing how consumer behaviours, expectations and aspirations have changed and are impacting the future of promotional communication. This will be followed by a talk from Print Power Europe managing director Ulbe Jelluma, looking at the use of print in the marketing mix. Professor Dr. Philippe Baecke, associate professor of marketing at Vlerick Business School, will discuss how to better target customers in an omni-channel world using smart data. Supporting this, Susan Fulczynski, process and project manager at Hamburg-based fashion retailer Bonprix, will share why personalised print is a key element of the company’s customer marketing strategy. One-to-one communications advisor Gerhard Maertterer will then discuss how marketers can improve their conversion rates through highly personalised print communication. COO of Adnymics, Tobias Kieltsch, will close the event by talking about how to increase revenues through using data for smart communication.   Baecke said: “Marketing is not just about creativity, it’s also about getting the right message to the right audience at the right time in a format that suits them. While mass communication reaches a big audience, the content will not be relevant to each and every single one of those customers. By managing customer data and combining it with today’s innovative digital print solutions from companies like Canon, promotional print can be completely personalised to each individual customer just like online communications. Brands cannot fully leverage all the possibilities of promotional print without understanding what data they hold about their customers and how to use it appropriately. The more brands are able to personalise their customer communications, the more successful they will be at engaging on an emotional level.”   Canon will showcase tailored direct mail applications as well as promotional graphics including posters and banners. The Production Printing Business Days are designed to show customers and prospects from across EMEA the latest technology innovations from Canon.