Brand Manager ISPO
MESSE MÜNCHEN GMBH
14:00 – 14:30 | Bedroom Stage
Are you still counting or are you already tracking? Measuring the success of a brand experience
Kerstin Dahnert | Stefan Ponikva | Ralph Herrmann | Christoph Beaufils | Opening and Moderation: Johannes Plass
Nowhere is the encounter between brand and customer more intense than in brand experience formats. This opinion, frequently shared in our industry, refers to the strength of multisensory stimuli, all the senses and the direct feedback from event visitors. But how measurable are these stimuli? And what precisely is required to generate positive feedback?
Compared to the digital channels, the brand experience format is still in its infancy for the most part. In many places, event visitors are only counted and surveyed; new technologies are used only cautiously. This panel aims to clarify customer expectations and embark on the search for the key performance indicators that we as an industry really should deliver to ensure that customers invest in brand experience formats with conviction in the future as well.
16:15 – 16:45 | Keynote Lounge 1
From 4 days show to 365 days network. Why it’s not enough.
ISPO as the world’s largest tradeshow in sports turned into a global network of services. This transformation is now serving as a stepping stone for what’s urgently needed in our age and what hopefully brings a new understanding of trade shows.
Christoph Beaufils has been responsible for the global brand presence and the brand strategy of the ISPO Group for more than 4 years and pursues the consistent implementation of the 365-day strategy of the entire ISPO network. The 34-year-old, who studied advertising and sports management, learnt the communications trade from scratch with an apprenticeship as a media designer and continued his career after completing his studies in strategic consulting on the agency side as well as with well-known sports and fashion brands.