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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. 1. Packaging Innovations 2013 Achieving marketing success through inspirational packaging
  2. 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. 3. Learning objectives zoe@bdb.co.uk @zoe_wilkins www.bdb.co.uk
  4. 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. 5. Completely uninspiring! zoe@bdb.co.uk @zoe_wilkins www.bdb.co.uk
  6. 6. And then.... zoe@bdb.co.uk @zoe_wilkins www.bdb.co.uk
  7. 7. And so... zoe@bdb.co.uk @zoe_wilkins www.bdb.co.uk
  8. 8. And later... zoe@bdb.co.uk @zoe_wilkins www.bdb.co.uk
  9. 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. 10. Innocent: talking customers’ language zoe@bdb.co.uk @zoe_wilkins www.bdb.co.uk
  11. 11. Innocent: having a chat  Natural, honest, straightforward, funny zoe@bdb.co.uk @zoe_wilkins www.bdb.co.uk
  12. 12. Soap and Glory: evolution, not revolution Then... ...and now zoe@bdb.co.uk @zoe_wilkins www.bdb.co.uk
  13. 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. 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. 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. 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. 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

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