marketing success through inspiring packaging - packaging innovations oct 2013

Packaging Innovations 2013

Achieving marketing success through

inspirational packaging

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 channelszoe@bdb.co.uk @zoe_wilkins www.bdb.co.uk

Learning objectives

zoe@bdb.co.uk @zoe_wilkins www.bdb.co.uk

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

Completely uninspiring!

zoe@bdb.co.uk @zoe_wilkins www.bdb.co.uk

And then....

zoe@bdb.co.uk @zoe_wilkins www.bdb.co.uk

And so...

zoe@bdb.co.uk @zoe_wilkins www.bdb.co.uk

And later...

zoe@bdb.co.uk @zoe_wilkins www.bdb.co.uk

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

Innocent: talking customers’ language

zoe@bdb.co.uk @zoe_wilkins www.bdb.co.uk

Innocent: having a chat Natural, honest, straightforward, funny

zoe@bdb.co.uk @zoe_wilkins www.bdb.co.uk

Soap and Glory: evolution, not revolution

Then... ...and now

zoe@bdb.co.uk @zoe_wilkins www.bdb.co.uk

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

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

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

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

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