A brand is more than just a logo. But how can you create your own brand identity and world to set yourself apart from the competition?

What is the difference between a personal brand and a product brand? What does it take to be perceived as a strong brand? And which channels should be used and how? Our workshop is all about how to take your product from the idea to target group analysis, individual branding and effective marketing - with the right tools, clear positioning and creative approaches.

This beginner workshop offers an easily understandable introduction to the world of Artificial Intelligence (AI). We begin with the basics: What is AI, how does it work and where do we encounter it in everyday life? Subsequently we will outline the most important areas of application, such as for example AI in customer service, data analysis and marketing. The participants will learn how AI tools can automate basic tasks and improve business processes. Simple examples of practice will be presented, which show how AI can be used in everyday professional life. The aim is to reduce fears and create an awareness for the opportunities and challenges that go hand in hand with implementing AI. Finally, we will offer an outlook on future developments and how beginners can delve further into the theme step by step and where support and funding are available.

This workshop provides you with a comprehensive overview of the essential aspects of a professional search engine optimisation (SEO). You will discover both the potential and the challenges that the implementation of artificial intelligence (AI) brings with it for SEO. Profit from practical tips and strategies on how to optimise your website and increase your online visibility long-term!

• SEO basics for the "non-technicians"
• Important ranking factors for Google and co.
• Keyword research with and without AI
• AI-supported content creation and optimisation
• Practical tools for SEO work
• Open questions and feedback round

Topic: Use your Instagram content to increase your sales

Learn in one and a half hours how to transform your Instagram account into a selling machine.

In my practical workshop I will show you how you can lead your community through the customer journey easily and authentically so that they ultimately opt for your offers without any qualms.

We take a look at what contents is needed and how your posts have to be designed to turn followers into fans and customers.

After the workshop you will understand how the Instagram funnel works and how you can use it to increase your sales. Furthermore, you will take plenty of ideas for content home with you that you can put into immediate practice for your profile.

In the workshop entitled "AI for your online shop: Texts using artificial intelligence" you will learn how to introduce AI technologies expediently and effectively into the text production process. We will show you how to generate the desired texts with the help of targeted instructions, so-called prompts – suitable for product descriptions, blog items and SEO texts. Based on practical examples, you will learn how to implement AI optimally to create contents faster and more efficiently.

A particular focus lies on SEO: You will learn how to avoid typical mistakes that can have a negative effect on the search engine ranking of your shop. Use the advantages of AI and increase the visibility and quality of your content.

In this deep dive workshop everything revolves around the art of creating more and higher-quality content in less time. The workshop shows how attractive product photos and videos can be created while having fun and bringing joy.

With a simple setting and the smartphone, Tanja Kosub, expert for visual marketing & product photography, conveys practical strategies for high-quality content.

The focus lies on uniting awareness content and product offer content: Awareness content attracts attention and interest by presenting the brand emotionally and creatively, whilst product offer content presents products selectively and acts as a buying incentive. Implemented jointly, both types of content increase the recognition level and visibility of the brand.

Clear, step-by-step instructions make the implementation simple and practical. Ideal for all those, who want to make their content production more efficient and more effective and at the same time position their brand sustainably.

We love to take a look behind the scenes, to see how something is made or where it comes from. Behind-the-scenes is one of the most successful formats, especially in social media marketing. This curiosity offers retailers, designers and manufacturers numerous opportunities to attract and retain customers through storytelling and social media.

In this workshop, story expert Stefan Keller will show you how to make the most of these opportunities.

Good stories sell. Storytelling is one of the most effective methods of communicating your product range, shop and expertise effectively. Good stories help to deepen the relationship with customers, to be perceived as the first point of contact and to increase sales.

Let Johannes Albert take you into the world of storytelling and discover how you can inspire your customers with gripping stories and increase sales.

In this interactive live workshop with retail and communications expert Johannes Albert, you will receive practical tips, strategies and examples that you can implement immediately.

What you can expect in the workshop:

• Best practice examples: Be inspired by the success stories of world-famous companies.
• Practical methods for retailers: Learn simple formulas that work especially for owner-managed shops.
• Storytelling in everyday sales & social media: Practical applications that will improve your communication in the long term.
• Sales techniques that reach your customers emotionally and motivate them to buy.
• Tools for developing gripping stories - even without creative talent.