marketing success through inspiring packaging - packaging innovations oct 2013
Post on 22-Oct-2014
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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.TRANSCRIPT
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 [email protected] @zoe_wilkins www.bdb.co.uk
Our world before...
Packaging was... Single-function (containment) Limited Low value Boring Often overlooked A cost
[email protected] @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!
[email protected] @zoe_wilkins www.bdb.co.uk
Innocent: having a chat Natural, honest, straightforward, funny
[email protected] @zoe_wilkins www.bdb.co.uk
Soap and Glory: evolution, not revolution
Then... ...and now
[email protected] @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
[email protected] @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
[email protected] @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)
[email protected] @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
[email protected] @zoe_wilkins www.bdb.co.uk
Feeling inspired?
T: @zoe_wilkins
T: @BDBmarketing
P: 0161 925 4700
W: www.bdb.co.uk
Presentation available now at: www.slideshare.net/
bdbmarketing