CBE16 - Beyond Style: Make Your Package a Marketing Powerhouse

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Great packaging is critical to the success of your beverage brand – and it’s about much more than aesthetics. Branding expert Cynthia Sterling will explain the role each packaging component plays in delivering your brand message and generating sales. From closure to back label, we’ll explore the marketing value vs. cost of each element.

Marketing

"Strategy without tactics
is the slowest route to victory.
Tactics without strategy is the noise
before defeat."
– Sun Tzu, Author of the Art of War

How do you make
your package a
marketing powerhouse?

Invest in packaging components:
• That reinforce your positioning
• Make the biggest impact

Year Cases Print Method Total Cost Per Label Cost
2005 280 Letter Press $3,000 $0.90
2014
(print estimate)
1740 Lithography $7,539 $0.36
2014 1740 Digital $4,522 $0.24
Jelly Jar
Print Cost Comparison

Foils
16%
Glass
45%
Corks
18%
Labels
21%
Letter Press
Foils
18%
Glass
50%
Corks
21%
Labels
11%
Digital
Jelly Jar
Packaging Cost Breakdown

WHEN YOU GET HOME…
• Gather samples of your key competitors and put in
a lineup.
• See what’s working, and where you have
opportunities to stand out.

FREE STRATEGY SESSION
Cynthia@sterlingcreativeworks.
com

Sterlingcreativeworks.com
Cynthia@sterlingcreativeworks.com
© 2016 STERLING CREATIVEWORKS ALL RIGHTS RESERVED.

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CBE16 - Beyond Style: Make Your Package a Marketing Powerhouse

1. Cynthia Sterling, Shannon Pestoni, & Christiane Silberwasser BEYOND STYLE: MAKE YOUR PACKAGE A MARKETING POWERHOUSE

3. "Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat." – Sun Tzu, Author of the Art of War

5. Packaging design and materials selections are tactical decisions driven by brand strategy

7. How do you make your package a marketing powerhouse?

8. The BIG Idea

10. Invest in packaging components: • That reinforce your positioning • Make the biggest impact

11.

12.

13.

14.

15.

16.

17.

18. Brand Strategy Drives Packaging Choices

19. GRAB THEIR ATTENTION

20.

21.

22.

23.

24. The BIG Idea

25.

26.

27.

28.

29.

30.

31. SELECTING YOUR COMPONENTS

32.

33. GLASS

34.

35. Semi-custom

36. Colored or Decorated

37. Fully Custom - Proprietary

38. Decals

39.

40. LABELS

41.

42.

43. Year Cases Print Method Total Cost Per Label Cost 2005 280 Letter Press $3,000 $0.90 2014 (print estimate) 1740 Lithography $7,539 $0.36 2014 1740 Digital $4,522 $0.24 Jelly Jar Print Cost Comparison

44. Foils 16% Glass 45% Corks 18% Labels 21% Letter Press Foils 18% Glass 50% Corks 21% Labels 11% Digital Jelly Jar Packaging Cost Breakdown

45. Screen Printed Labels

46. Alternative Materials

47. CLOSURES

48.

49.

50.

51.

52. Application Costs

53.

54.

55. WHEN YOU GET HOME… • Gather samples of your key competitors and put in a lineup. • See what’s working, and where you have opportunities to stand out.

56.

57. FREE STRATEGY SESSION Cynthia@sterlingcreativeworks. com

CBE16 - Beyond Style: Make Your Package a Marketing Powerhouse

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