Make It Unforgettable
Brands understand that emotion plays a central role in buying decisions. So it follows that, if product developers, marketers and agencies can think more creatively about how to tap into consumers’ emotional state and provoke positive responses that stay in the memory, the likelihood is that a rewarding and loyal relationship will develop. In his presentation, Mathew Faulkner will draw on his extensive experience in packaging design and print to explore the ‘emotional wheel’, touching on the range of positive emotions that brands and their print service providers can proactively cultivate with customers through a more personalised approach.
He will explain the role that individualised or customised print can play within the continuous customer journey – from programmatic print, to curated physical spaces, to memorable unboxing moments and lifecycle communications. And tapping into recent Canon Europe research among marketers, he will highlight the potential for a richer dialogue between marketing teams and print service providers, moving the conversation on from the tactical and the functional. He will share his confidence in the power of personalised print to elevate overall customer experiences and make them unforgettable, with a measurable impact on brand awareness, loyalty, recommendation and repeat purchase – ultimately driving improved business performance.
Mathew Faulkner is EMEA Director, Marketing and Innovation, Wide Format Printing Group at Canon Europe. In this position, Mathew is responsible for the management of strategic and operational marketing for the wide format printing business, covering imagePROGRAF, Colorado and Arizona as well as ColorWave and PlotWave product lines. This part of the business serves broad markets from AEC&M to photo and fine art and from display graphics to interior décor.
Previously Senior Marketing Manager for Professional Print at Canon Europe from February 2019, Mathew’s responsibilities then included the customer and product marketing management in EMEA for Canon’s cut-sheet toner technology and associated workflow software within Canon’s Professional Print portfolio.
From 2016, he was the Senior Applications Development Manager within the Graphics and Communications and AEC & Manufacturing customer channels and, before that, he spent three years as European Marketing Manager for Canon’s large format printing portfolio, having joined Canon in 2012.
Having started his career working in technical design for a packaging and print manufacturing business, Mathew co-founded a tech start-up in 2001 that developed inkjet printing, CAD and prototyping systems for packaging.
Mathew currently sits on the council of the Independent Print Industries Association (IPIA) and is Chairman of its Training and Education subcommittee. He is also a member of the marketing steering group for the not-for-profit organisation Two Sides, which promotes the sustainability of the graphic communications supply chain.