Tickets

The programme

Thursday 22 OctoberTrieste Convention Center

Proposed session, time to be confirmed

Trust is earned drop by drop and lost in cascades

Communicating consistently, with live examples on the content of companies at the fair.

Put your company forwardTickets

What it is about

In coffee, many companies say quality, and buyers no longer hear it. They recognise you by your proof: what you choose, how you work, who you work for. And they trust you when they find that proof the same everywhere: on your website, on Instagram, in your sales agent’s email to a café, on the pack, in every language your buyers speak. But trust is lost all at once: one badly translated page is enough, or ten posts written in a hurry by artificial intelligence. Federico uses it the other way round, as a hand that writes the way you speak, with your proof. And Federico works with the companies at the fair: collecting content from those who apply until 21 October, preparing the examples that evening and showing them in the room on 22 October, with a new piece written live.

Why it matters in coffee

In a coffee company, besides the coffee, there is one job that never ends: being recognised when you communicate, on your website, on social media, through your agents, on your packs, with foreign buyers. That is where artificial intelligence pays off most for people who can already judge the result, if they use it as a hand that carries out the work rather than an oracle that gives answers.

What you take home

  • The question every piece of content has to pass: does it matter to the buyer, or only to whoever wrote it?
  • The outline for turning your own way of speaking into rules (who we are, how we speak, the words we use and the ones we avoid, the proof we bring), so that website, social media, agents and languages all say the same thing.
  • How to use artificial intelligence to communicate better, not just more, without burning trust.

Format

Day
Thursday 22 October
Duration
45 minutes plus 15 for questions, adaptable to the programme slot
For
Owners, marketing and sales managers, whoever runs the website and social media, whoever sells abroad.
Time
to be confirmed
Room
to be confirmed

How the collection works

  1. Who can applyCompanies at the fair, exhibitors or visitors, from roasteries to cafés.
  2. What you needCompany name, your name and role, an email for the confirmation and a link to the public content to look at (your website, Instagram, a product page).
  3. ConsentAn explicit tick to show and discuss them in the room. You can withdraw until the talk starts; afterwards, Federico publishes nothing without the company’s yes.
  4. Until whenThe form below stays open until the evening of 21 October; on the 21st its QR code is shown at the end of the first talk.
  5. The evening of the 21stFederico picks three or four cases along the supply chain and prepares the examples. On the morning of the 22nd the chosen companies receive a confirmation; examples and rules are theirs to keep.
  6. In the room, on the 22ndFor each case, the starting content read from the buyer’s point of view, the rules of the company’s way of speaking, and the same message carried over to two or three uses (the website, a post, the agent’s email, the version for a foreign buyer). To finish, a new piece written live on a situation suggested by the audience.

Put your company forward for the live examples

Two minutes: who you are, an email and the links to the public content to look at. Nothing is shown in the room without your tick; you can withdraw until the talk starts, and afterwards Federico publishes nothing without the company’s yes.

Something is missing.

Some required fields are empty or incomplete. Please fill them in and send the form again.

For example owner, marketing manager, sales.

Only for the confirmation and for questions about your content.

A link to your website, Instagram profile or a product page: one or more addresses, one per line.

The speaker

Federico Vitiello

Federico VitielloA.I. Strategist and Growth Marketer

Federico Vitiello trains businesses and trainers to steer AI with their own judgement.

A hands-on experimenter with AI across text, images, video, sales and organisation, Federico runs workshops where participants leave with real prototypes (web apps, automations, ready-to-use content) rather than notes to reread.

Federico has designed and delivered training and consulting programmes for Generali, Credit Agricole Italia, Unipol, FINCRES, Branca and Confindustria, and teaches at the Sole 24 Ore Business School and on the Master in Digital Marketing at the University of Udine.

On Alleniamo Imprese, Federico trains people who know that marketing takes sweat, not study. Knowing what to do is simple; truly stepping into the customer’s shoes is a muscle you train.

Photo and bio for presenters (in Italian)