All brands will be affected by SmartLabel™ — the largest connected pack initiative. Learn how to leverage the technology to enhance brand loyalty, increase purchases and more.  Watch the full webinar here: http://videos.brandsquare.com/watch/QDTmYUr79yhP6cca8zNnVb About Michael Fox: Michael Fox, director of client solutions at SGK, brings 8+ years of experience effecting organizational change with Theory of Constraints and Lean/Six Sigma methodologies. He has a broad-based technical background in system and industrial engineering and product lifecycle management. His projects with SGK include finding workflow efficiencies that benefit world-class brands such as Procter & Gamble, ConAgra, Nike and Heinz.

1. Proprietary and Confidential. ©2017 Schawk, Inc. All rights reserved.
HOW TO SUCCESSFULLY
IMPLEMENT SMARTLABEL™
19 October 2017
Michael Fox
N. Amer. Director, Client Solutions
1

2. ©2016 Matthews International Corporation. All Rights Reserved.
Background
SMARTLABEL OVERVIEW
2

3. INTRODUCING SMARTLABEL
A GMA Initiative for Product Transparency
•
Strategic initiative for product transparency
•
Through SmartLabel the GMA will provide a standardized and trustworthy mobile web
presentation of product information
•
Will serve as a key source for labeling information - consumers might be driven from the
pack, brand site, or a retail site

4. ©2017 MATTHEWS INTERNATIONAL CORPORATION. ALL RIGHTS RESERVED.
http://www.smartlabel.org
Nutrition Ingredients Allergens Company/Brand
DAL GIARDINO
BASIL PESTO PASTA DINNER KIT
NET WT 14.5 OZ
Other Information
DAL GIARDINO
BASIL PESTO PASTA DINNER KIT
NET WT 14.5 OZ
DAL GIARDINO
BASIL PESTO PASTA DINNER KIT
NET WT 14.5 OZ
DAL GIARDINO
BASIL PESTO PASTA DINNER KIT
NET WT 14.5 OZ
DAL GIARDINO
BASIL PESTO PASTA DINNER KIT
NET WT 14.5 OZ

5. ©2017 MATTHEWS INTERNATIONAL CORPORATION. ALL RIGHTS RESERVED.
Brands have committed that over 34,000 pages will be completed by
the end of the year
SMARTLABEL TODAY
5
234 1150
2518
4637
6716
14,323
34,000
0
5000
10000
15000
20000
25000
30000
35000
40000
AMJ'16 JAS'16 OND'16 JFM'17 AMJ '17 JAS'17 OND'17
423Brands
37Companies
Participating
Products
Available14,323
Data captured on Oct 13, 2017
14,670
Products
Available
433 Brands
37
Participating
Companies 14,670

6. ©2017 MATTHEWS INTERNATIONAL CORPORATION. ALL RIGHTS RESERVED.
SmartLabel will soon gain consumer visibility and global relevance
SMARTLABEL GAINING RELEVANCE
6
JAN 2016
Created SmartLabel with the
Food Manufacturing Institute.
JUL 2017
SmartLabel launched in
Canada by FCPC
SPRING 2018
GMA will start PR campaign to
educate consumers
2018+
CGF will drive SmartLabel and
similar initiatives globally

7. ©2017 Matthews International Corporation. All Rights Reserved. 7
Considerations
WHAT SHOULD BRAND OWNERS KNOW?

8. • Senior Sponsorship
• Portfolio Inclusion
• Workflow Design
• Partner Interaction
• Content Management
©2017 Matthews International Corporation. All Rights Reserved.
Implementation focus areas
SMARTLABEL CONSIDERATIONS
8
• Consumer Transparency
• Connected Pack Technology
• Consumer Awareness
• Leveraging a New Touchpoint
• Regulated Labelling (GMO)
Program Design
(Strategy)
Operational Design
(Execution)

9. ©2017 Matthews International Corporation. All Rights Reserved. 9
TRADITIONAL GRAPHICS WORKFLOW
SMARTLABEL WORKFLOW
Assess need for SML
page updates
Create and place
codes Track artwork status Trigger SML page
dev workflow
On-pack data
validation
Off-pack data
collection Track page status Trigger other
partners
THE OPERATIONAL IMPACT OF SMARTLABEL
Implementing SmartLabel can be a challenge & requires a new
supply chain—it can be very taxing to manage
The cost-of-ownership of this new supply chain can be mitigated by creating
a rules-based process for decision-making, automating processes, and
embedding it into your existing graphic production workflow.

10. ©2017 Matthews International Corporation. All Rights Reserved.
The artwork process is where content
gets finalized
PRODUCT ATTRIBUTES
10
APPROVED ARTWORK

11. ©2017 Matthews International Corporation. All Rights Reserved.
Leverage automation to trigger page creation and send content to
the page creator
PRODUCT PAGE CREATION
11
DAL GIARDINO
BASIL PESTO PASTA DINNER KIT
NET WT 14.5 OZ
DAL GIARDINO
BASIL PESTO PASTA DINNER
NET WT 14.5 OZ
Label Insight is the dominant provider of labeling
hosting services for the SmartLabel community
They are the most experienced 3rd party provider
of SmartLabel pages

12. ©2017 Matthews International Corporation. All Rights Reserved.
Leverage automation to connect code suppliers with artwork
providers
CODE CREATION
12
Industry leader in providing QR codes &
platform services
You can track & modify the performance of
your code in market using Scanbuy’s platform
Near imperceptible watermark that covers all
sides of the pack
Embedded into the artwork to minimize
appearance & is strong enough to be recognized
by scanning devices

13. ©2017 Matthews International Corporation. All Rights Reserved.
Establish standards and a style guide to operationalize code placement
GRAPHIC ADAPTATION
13
ORIGINAL
ADAPTED

14. ©2017 Matthews International Corporation. All Rights Reserved.
Establish the creative guidance upfront to ensure consistency and
efficiency in design execution
GRAPHIC ADAPTATION
14
STYLE GUIDE
Establish a portfolio-wide
style guide
PRODUCTION SPEC
Design the on-pack lock-up
and select code specifications

15. ©2017 Matthews International Corporation. All Rights Reserved.
CGI imaging can significantly reduce delivery times
E-CONTENT IMAGES
15
PHOTOGRAPHY
12 WEEKS
CGI
1 WEEK
1 Week
CGI
Production
6 Weeks
Print Production
3 Weeks
Packing
1 Week
Collect & Ship
2 Weeks
Photos
Finished
Artwork

16. ©2017 Matthews International Corporation. All Rights Reserved.
Avoid costly rework and duplication
E-CONTENT IMAGES
16
SALES & MARKETING
PRINT
ONLINE ADVERTISING CROSS SELLS
PRODUCT SITE
E-COMMERCE RETAIL
DAL GIARDINO
ARRABIATA PASTA SAUCE
NET WT 25.5 OZ
SMARTLABEL

17. ©2017 Matthews International Corporation. All Rights Reserved.
Content creation, management, and distribution is a critical topic
CONTENT MANAGEMENT & DISTRIBUTION
17
CONTENT MANAGEMENT & DISTRIBUTION
PIM
Retailers
Other Marketing
Mediums
Brand
Websites
SmartLabel
GDSN
Other Content
Distributors
E-CONTENT
Product
Attributes
Images
Video
Copy
Keywords
CONTENT CREATORS
Agency E
Agency D
Agency C
Agency B
Agency A
Agency F
Consumers

18. ©2017 Matthews International Corporation. All Rights Reserved.
A well-crafted consumer journey is more than the sum of its parts—
SmartLabel is most effective when considered an integral part of the
sales and marketing funnel
CONSUMER AWARENESS & TOUCH POINTS
18
AWARENESS CONSIDERATION PURCHASE RETENTION ADVOCACY
WEB BANNERS
PR
PRESENTATIONS
VOICEMAILS
ADVERTISING
EMAILS
TV / RADIO
SPEECHES
SOCIAL MEDIA
WEBSITES
BLOGS
DIRECT MAIL NEWSLETTERS PUBLICATIONS
SIGNAGE
TRADE SHOW
PACKAGING PROMOTIONS

19. Knowledge share &
inform on the
initiative
Support you with
understanding
benefits in line with
business objectives
Support change
management
process
Help develop content
strategy & integrate the
initiative into your
marketing strategy
Project manage
implementation of the initiative
& optimize supply chain to
ensure a streamlined
approach
• Seek information &
interaction/research with
GMA, Supply Chain
Partners or industry news
• Survey peer group
implementations
• GMA conversations
• Clarify expected benefits
• C-suite alignment
• Formal GMA
communication
• Establish owner(s)
• Review GMA implementation
materials & working groups
• Select solution partners &
align on strategy
•Pilot projects
•Full portfolio expansion
•Full integration into existing
workflow
©2016 Matthews International Corporation. All Rights Reserved.Proprietary and Confidential.
NEXT STEPS
19
Awareness
Understands purpose &
core requirements
Objectives
Understand how
initiative will benefit
you & establish
program objectives
Commitment
Commit to participation
Plan
Clarification on how
you will implement
Implementation
Preparation and roll
out

20. ©2017 Matthews International Corporation. All rights reserved. No part of this work may be reproduced in any form without written permission from the copyright holder. Schawk is a registered trademark of Matthews International Corporation. The Brandimage, IDL, Schawk and Saueressig logos are
trademarks of Matthews International Corporation. The SGK and Anthem logos are registered trademarks of Matthews International Corporation. All other trademarks are the property of their respective trademark owners.
20
Michael Fox (AMER)
Director, Client Solutions
+1-651-353-9861
Michael.Fox@sgkinc.com
Uma Kannappan (AMER)
Global Product Director, E-Content
+1-312-599-2188
Uma.Kannappan@sgkinc.com
Hope Massey (EMEA)
Senior Associate, Client Solutions
+44 (0) 774 091 3226
Hope.Massey@sgkinc.com
QUESTIONS?
Please contact our SmartLabel experts