Marketing success through inspiring packaging - Packaging Innovations Oct 2013
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In this presentation given to delegates at Packaging Innovations 2013 in London on 1 October. In it, account director Zoe Wilkins explores how packaging is increasingly used as a viable marketing tool in its own right. In FMCGs, packaging is a valuable brand mouthpiece. But it can be so much more. Adopting a marketing mindset means you can build your brands further, engage consumers more and engender deeper loyalty and advocacy. We look at how to do this, using examples from three highly successful brands.
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Marketing success through inspiring packaging - Packaging Innovations Oct 2013
- 1. Packaging Innovations 2013 Achieving marketing success through inspirational packaging
- 2. Your host Zoë Wilkins, account director, BDB – CIM-qualified marketer and business developer 16 years’ industrial marketing experience – 14 years in processing, packaging, food and drinks, cosmetics and pharmaceuticals Specialist in integrated international communications – Using multiple marketing tools to reach, engage, influence & convert audiences – Implementing through multinational / global channels zoe@bdb.co.uk @zoe_wilkins www.bdb.co.uk
- 3. Learning objectives zoe@bdb.co.uk @zoe_wilkins www.bdb.co.uk
- 4. Our world before... Packaging was... Single-function (containment) Limited Low value Boring Often overlooked A cost zoe@bdb.co.uk @zoe_wilkins www.bdb.co.uk
- 5. Completely uninspiring! zoe@bdb.co.uk @zoe_wilkins www.bdb.co.uk
- 6. And then.... zoe@bdb.co.uk @zoe_wilkins www.bdb.co.uk
- 7. And so... zoe@bdb.co.uk @zoe_wilkins www.bdb.co.uk
- 8. And later... zoe@bdb.co.uk @zoe_wilkins www.bdb.co.uk
- 9. Adopting a “marketing mindset” Treat your packaging as another communications platform Think benefits, not features Benefit-driven design Talk your customers’ language And enable them to talk back! zoe@bdb.co.uk @zoe_wilkins www.bdb.co.uk
- 10. Innocent: talking customers’ language zoe@bdb.co.uk @zoe_wilkins www.bdb.co.uk
- 11. Innocent: having a chat Natural, honest, straightforward, funny zoe@bdb.co.uk @zoe_wilkins www.bdb.co.uk
- 12. Soap and Glory: evolution, not revolution Then... ...and now zoe@bdb.co.uk @zoe_wilkins www.bdb.co.uk
- 13. Soap and Glory: talk of the town Great audience engagement – Events – Online polls – Hall of Foam – SkinGenius diagnostics tool – Star on a label – Suggest a pun – How-to videos Since June... – Facebook fans up 25% – Twitter followers up from 26k to 30k – Dozens of positive blogs zoe@bdb.co.uk @zoe_wilkins www.bdb.co.uk
- 14. Share a Coke Australian trial, 2011 18.3m media impressions Coke Australia Facebook traffic rose 183% – And Facebook page 39% Attitudes shifted: “very positive” impression Young adult consumption soared 7% 4% increase in sales zoe@bdb.co.uk @zoe_wilkins www.bdb.co.uk
- 15. Share a Coke (UK launch 29 April) Facebook fans: 65m > 73m today Hashtag used 29,000 times in first 6 weeks Facebook talking about: 800k > 1.1m in 2 weeks Buzzscore negative > positive within a month Indexscore: 9.6 > 12.4 by September Y-O-Y sales up 4.93% (to 17 Aug) zoe@bdb.co.uk @zoe_wilkins www.bdb.co.uk
- 16. Marketing through inspirational packaging Use the space to talk your customers’ language Say something new – or different – or exciting Engage Signpost to other content / platforms, especially online Think CSR and sustainability Track and measure zoe@bdb.co.uk @zoe_wilkins www.bdb.co.uk
- 17. Feeling inspired? E: zoe@bdb.co.uk T: @zoe_wilkins T: @BDBmarketing P: 0161 925 4700 W: www.bdb.co.uk Presentation available now at: www.slideshare.net/ bdbmarketing
Editor's Notes
- Over a period of several decades, major demographical, economic and social changes took place on a micro, macro and global level, which transformed the need for, and role of, packaging. Ultimately consumers demanded more and were offered more, which made product differentiation and brand loyalty absolutely critical.
- It became about standing out from the crowd. Packaging played a huge role in this, and still does. But it’s not only about looking different from everyone else, but genuinely BEING different. Over time, “catching the eye” became
- Capturing the imagination, capturing the heart. That turns customers into fans and advocates. And that captures the sales. And anyone can do that. A great example of this is Eddie Stobart. As a logistics and storage company, it has a clear b2b customer base, yet you and I can join its Fan Club (current membership 20,000), register the spots we make, buy toy trucks and T-shirts, and attend the annual Stobart Fest – which unfortunately took place 2 weeks ago.
- Innocent has always been one of my favourite brands when it comes to packaging. This brand has a very clear understanding of its target market (young, urban professionals) – what they value, how they talk and what makes them tick. Probably their top issue is the environment and sustainability. So Innocent is displaying Rainforest Alliance logos on its smoothie packs because all its bananas are Rainforest Alliance certified. Its cartons are made from FSC certified card. Innocent also works with a charity that promotes sustainable agriculture, so its charity activity is well aligned to its audience. And it worked hard to improve the sustainability of its packaging, moving from 50% recycled plastic, to 100% recycled, to 100% renewable and 100% compostable. Very impressive. And my favourite of all – in the absence of widespread recycling options, every Veg Pot gives you an idea of what you could do with your empty plastic pot
- The other thing Innocent has nailed almost to perfection is dialogue through its packaging. It’s fun, sometimes a bit random, and highly effective. These are some great examples. And in my view, the pièce de resistance, inviting people to write their own copy for the small bottles. And this is, of course, in addition to Facebook, Twitter, Youtube, the Big Knit and everything else that’s everyday life at Fruit Towers. The Innocent Foundation works with NGOs to deliver Innocents vision of sustainable farming for a secure future
- It’ll be interesting to see the effects of Soap and Glory’s packaging re-think. In its relatively short history, it’s had huge shelf impact with a lot of pink, a retro feel and mischievous product names (Sexy Mother Pucker lipstick and Glow Job moisturiser with radiance). But this summer it’s adopted a cleaner, more clinical look, while retaining key aspects of the previous packaging, especially on cartons. The black and white ladies, boxed out text and – of course – plenty of pink!
- S&G’s target audience is women aged 16-30, and they’re still pitching their products just right, in my view. In addition to social media statistics we can find online, S&G’s new packaging was blogged about by loads of beauty fans over the summer