Personalisation

Personalisation – Is it about the memory not the gift?

by Richard Askam | 13/01/2023
Personalisation – Is it about the memory not the gift?

Richard Askam, The Personalisation Experience Ambassador, hears from readers around the world about the importance of personalised memories versus the gift itself.

It has been a few weeks since I began my tenure as the Personalisation Ambassador for FESPA’s new exhibition in May 2023, that will give a 360 degree focus to everything regarding personalisation. Printers, brands, retailers, consumers, futurists and data experts who are experienced in personalisation  will participate at the exhibition. Each will offer a slightly different view of the true value of personalisation.

We have recently launched a new podcast series, “Up Close and Personal” where I speak to a wide variety of guests from around the world about personalisation. To listen to these podcasts, visit here. My opening question to each guest is “what does personalisation mean to you?” and surprisingly, everyone has had a very different answer. So,this prompted me to ask a wider audience via my social media channels…”What is the most meaningful personalised gift you have ever received?”

There was a common factor across the audience, it is not about the gift, but it is about the memory that the gift evokes.  It’s about the keepsake…the memento….the emotional memories that cannot be valued in pure monetary value alone. These types of gifts are both timeless and priceless. We look at the plethora of products that have been pushed out into the market since the landmark ShareaCoke campaign launched in 2013/2014 around the world and brands don’t seem to have realised this. I have said many times when I have spoken around the world – “ The gift is the personalisation and the thought it evokes, it just happens to be made of a soft drink brand “. 95% of the bottles of Coke that were bought in that campaign have never been opened, people weren’t buying a drink – they were buying a keepsake. Like the one I still have on my desk that I can see as I write this article.

Therefore, with that in mind, how can brands and retailers position their personalisation offering to allow consumers to be able to capture their true value. In my mind, it is not just putting a name on a sleeve around a standard retail product.In many ways, your name is the least personal factor about you. Printers need to think beyond what they can do and towards what they could do like becoming a R&D partner for brands to create the magical keepsake memories that respondents highlighted above. This will become as much about product development as it is about print capability.

For example, what products can be personalised by using some memory evoking text (lyrics from a song, lines from a poem) or photos (truly personal memories). Or can we use new technology to use hand drawn images by children to create those timeless keepsakes? It was interesting how many people replied to me with images of simple things that had been drawn on by their children and given to them as gifts. The gift was the drawing not the vehicle it came on, and after many years – they still have them.

Have we missed an opportunity regarding personalisation? Are brands using it to sell more consumer goods with a nod to the novelty but with little thought to the true keepsake value of the product. If we reverse that logic, and the print industry helps to develop the ability to add memento elements that brands can use,the consequence will be that brands sell the products anyway. Is personalisation more about the customers or the product?

There is much to ponder and discuss, see you next month in my next blog.

Discover the Personalisation Experience taking place alongside FESPA Global Print Expo 2023 and European Sign Expo 2023 from 23rd May – 26th May 2023 at Messe Munich. The Personalisation Experience will bring together 3,500 stakeholders from retailers, brands, agencies to printers and fulfilment houses, connecting them with software providers and OEMs to explore the potential of personalisation in sportswear, packaging, product, loyalty and custom interiors. The exhibition will feature four one-day conferences.

by Richard Askam Back to News

Interested in joining our community?

Enquire today about joining your local FESPA Association or FESPA Direct

Enquire Today

Recent news

Streamlining personalisation with tech: Insights from the SmartHub Conference 2025 speakers
Personalisation

Streamlining personalisation with tech: Insights from the SmartHub Conference 2025 speakers

Personalisation Experience 2025 (6 – 9 May 2025, Messe Berlin, Germany) is running its inaugural SmartHub Conference from 6 – 8 May 2025.

02-05-2025
Special Effects in DTF: How Neon Inks Are Making Apparel Pop
Inks

Special Effects in DTF: How Neon Inks Are Making Apparel Pop

Neon fluorescent inks are the latest innovation in DTF printing, offering vibrant, eye-catching effects under both daylight and UV light, giving apparel decorators a competitive edge. Testing shows good wash durability, though market perception of added value is still developing. With increasing adoption and ongoing technological advancements, neon represents a significant upgrade for creative customisation.

01-05-2025
Unlocking Growth Opportunities in the Printed Personalised Apparel Industry
Personalisation

Unlocking Growth Opportunities in the Printed Personalised Apparel Industry

The printed personalised apparel industry is booming, projected to reach $10.1 billion by 2030. Driven by consumer desire for self-expression and branding needs, technological advancements like DTG/DTF and e-commerce integration are key. Sustainability, eco-friendly materials, and on-demand printing are crucial growth drivers. Businesses leveraging these trends, including AI and social media, have significant commercial potential.

01-05-2025
How to grow your business with white ink applications
Inks

How to grow your business with white ink applications

Opaque white ink is revolutionising signage, vehicle graphics, wallcoverings, short-run and wood packaging, and window blinds by enhancing vibrancy and clarity. This enables printers to offer high-demand, standout products, boosting profit margins. HP Latex white ink applications and their large format printing solutions will be showcased at FESPA 2025 in Berlin.

30-04-2025