Communicating through-packaging-is-more-personal


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Communicating through-packaging-is-more-personal

  1. 1. How Communicating through Packaging is moreInformative & PersonalCustomers like personalised connectionsSOURCE: KOZZI.COMTwo posts caught my eye this week as they both referred to theimportance of multi-channel communications. If you are looking forinspiration and new ideas in this area, then read on. In particular wewill speak about the often forgotten opportunity for communicatingthrough packaging.The first article was by Jim Tierney atLoyalty360 in which he commented on the results ofa new survey in the USA by IBM, concerning cross-channel integration. The research foundthat “only 35% of leading marketers currently integrate their campaigns across allchannels, with 8% indicating they are not currently integrated at all. In comparison, only12% of the remaining marketers surveyed currently integrate their campaigns across allchannels, with 39% saying they are not currently integrated at all”.The other post on the same topic was from Ginger Conlon, Editor-in-Chief at Direct MarketingNews. In it she spoke of the recent Responsys Interact2013 event and the keynote speech by ScottOlrichResponsys‟ President:“Most marketers still cling to blast campaigns,” he said. “Smart marketers focus on digital andaddressable.” They’re now able to deliver on the promises of personalization made 10 years ago,Olrich added.Why is doing so important? Customers today expect personalization, choice, and value—becausethey get it already from leaders such as Amazon, which is one company creating personalizedexperiences at mass scale.One way to do this: Flip the model, said Steve Krause, SVP of product management at Responsys.Today most marketers start with the campaign, create an offer, schedule it, and send to massaudience; instead, Krause said during his presentation, marketers should start with customer,build profiles, design experiences, and personalized interactions.As a customer centricity specialist myself, I particularly liked Steve‟s comment about startingwith the customer; do we still need reminding that this is the first business essential today?Perhaps we do. However, neither article spoke about the opportunity of communicating throughpackaging, so I would like to add my own thoughts.I wrote a post last year about the opportunity packaging provides to connect directly withcustomers at the critical point of product trial (you can read it HERE). In that post, I gave
  2. 2. some good examples from Kellogg’s Pringles and Nestlé’s Nutritional Compass. This time Iwould like to add a couple of other interesting examples I have come across recently, wherethe messaging has become even more personalized.Pringles goes from allaying a negative to a full blown campaignBursting with FlavourSOURCE: ZIGSPICS.COMWho doesn‟t know Pringles, the brand of potato- and wheat-based stackable snack crisps sold in2012 by P&G to the Kellogg Company?Pringles started using the freshness seal to communicate to their consumers, by prinitng “Bulgingwith flavour” to explain the swollen lid. At the time I was fascinated by the fact that Pringles hadbeen able to turn what might have been perceived as a negative (bulging lid = altered productinside) into a positive, through this simple message.Today, I am even happier to report that since then, Pringles have turned that short message intoa full promotional campaign for the brand.Food & Beverage manufacturers become more transparentNestlé Nutritional CompassSOURCE: NestléNestlé has been communicating on-pack concerning the ingredients of their products since 2005.According to their website, the “Nutritional Compass” provides their consumers with fourvaluable pieces of information: a standardizednutrient table, a “Good to Know”panel explaining ingredients or nutrients relating to the product, a “Good to Remember”panel with tips for responsible product enjoyment, and a “Good to Talk” panel with contactdetails and links to consumer services. By the end of 2008, they were claiming that its NutritionalCompass had been added to 98% of its global product packaging by total sales volume.Selizharovo Cannery Infographic packsSOURCE: PATH-DESIGNS.COM
  3. 3. Arguably more appealing today, many other food & beverage companies have started usinginfographics to share similar information. One example from:OTVETDESIGN in Russia andincluded in an interesting post at PATH, is from Selizharovo Cannery. Selizharovo is using thisapproach to communicate the contents of its products, with clean and concise graphic‟s that are anintegral part of the branding. Innocent do something similar, but only for the list of theiringredients on the side panel.By making the ingredient list so visual and key to the packaging execution, the brand projectstransparency, honesty and authenticity – all important attributes for consumers tired of recentscandals concerning product misinformation. To read the full post and see more packagingexamples using infographics, clickHERE.Newer, more personalized messagingRecent uses of packaging for direct connection with the customers, show an exciting and muchmore personlized approach.Coke‟s Personalized bottlesSOURCE: Packaging NewsFor example, Coca-Cola is putting people‟s names on its bottles and cans this summer as part ofits „Share a Coke‟ campaign.They will be printing the most popular names in each country, or using a simple “Him” and “Her”lable, when this is not possible.Personalised Visa CardsSOURCE: Halifax, UKMany banks offer their clients the possibility to personlise their brank or credit cards.Although this has been true for many, many years, there seems to have been a recent revival inemphasizing this personalized alternative to the standard cards.The often forgotten media channelPackaging is a wonderful medium for communicating with your audience and yet manycompanies still seem to be ignoring it. My question to all marketers is therefore “Are you awareyou are doing this”? I am sure many of you see packaging as purely a product protectionmechanism or a facilitator of shelf impact. Whilst both of these are of course important, the
  4. 4. opportunity of engaging with your customers whilst they are in the process of using your producthas enormous value. Isn‟t it time you took another look at yours?If your company is effectively using its packaging to communicate more than just itsingredients or usage instructions, why not share it below and let your brand get therecognition it deserves and shine in the spotlight? We would love to see even more best-practice examples.For more information on brand communication please check out ourwebsite: you feel that your communications could be even better? Is your copy testing coming too lateor stifling creativity? Let us show you a new way to evaluate your concepts earlier in theirdevelopment process. Using it will save you considerable resources of both time and money.Contact us here.This post has been adapted from one that was publised on C3Centricity Dimensions in April 2012Many images used in this post have been sourced from, to which C3Centricity isaffiliated. Why don’t you sign up today for FREE images, clip-art and even videos!