Personalizing to create wow

jamandco.com.au
Creating WOW
packaging by
personalizing!

Why
has personalizing
packaging become
such an important
avenue for sales
success on the
retail shelf?
© Jam&Co Design 2017 | jamandco.com.au

What is Packaging
Personalization?

Personalization packaging is: The process of tailoring
product packaging design to individual target market or
person's name, characteristics or preferences.
© Jam&Co Design 2017 | jamandco.com.a

New consumers
are the foundation
for the long-term
success of a
brand.
No news here right?

The challenge for Brand marketers is to break the
consumers entrenched shopping habits and ferret out
new first-time customers successfully …Then…

Convert them
across to regularly
buying their
product/s and
brand.

We operate
in a highly
complex retail
and multiple
platform
shopping
environment
…

The result: Success of products on shelf have been
taken out of the hands of marketers with factors such
as distribution, retail pricing, shelf placement, POS
displays, etc. becoming the keys to on-shelf product
success.

That said, packaging
design is still seen as
one of the very few
tools that brand
managers can still
control.

Therefore YOU
HAVE TO MAKE
YOUR
PACKAGING
COUNT!!!!!

If we only have
between 3 and 7
seconds to grab
our targeted
customer's
attention….
Then…

How do we create packaging that
makes the consumer go….?

How do we get them to choose your
product and put it into their shopping
trolley?

Phillip Kotler's: Marketing 4.0, suggests
3 key characteristics which make a
consumer go WOW!

1.Surprise
(See the blog on
creating surprise HERE)
2.Personalization
3.Contagious.
The Kotler’s 3
WOW’s

Personalization is the key WOW'ser
which can only be triggered by the
person experiencing it!

When it comes to
designing a
product pack that
say’s “personal”,
there are 3 key
elements that
must be
considered.

1.Understanding
your target customer
2.Calling directly to
them from the shelf
3.Make “me” feel
special

So…Does
“personalization”
really make a
difference?

Everyone
is the star
of their
own story!

That’s the reason that personalized
packaging works so well.

Marketing your product to specific
individuals, targeted groups and even
geographic areas can create an instant
connection to your product.

The shrinking costs of digital printing has
meant that more and more companies have
been able to take advantage of the technology
and variable data to creatively to engage
individually with their customers.

The personalization trend began with direct mail and
evolved to where 2016 saw household names like Coca-
Cola, Heinz, Nutella, Heineken and other brands using
smart personalization campaigns to target audiences.

Personalization is
not just about the
individual's
name!

There are many
other avenues for
personalization...
Target specific groups:
• teenagers,
• office workers,
• sporting teams,
• suburbs,
• music genre’s
• sexuality
• events
• etc.

All are great
opportunities for
companies to create
really innovative,
engaging packaging
promotions.

How irritated do you get when
someone spells your name
wrong?

Engaging customers on a more personal level is
what they really want.

jamandco.com.au
Enter…Digital printing
technologies….

jamandco.com.au
Digital printing technologies allow
consumers the opportunity to
customize products for themselves.

jamandco.com.au
The
technology
allows
consumers to
feel as
though they
are putting
their
personal
mark on a
particular
chosen
brand.

Personalization has the potential to
create brand new sources of revenue for
brands.

According to research, “Almost a quarter of Chinese
customers said they would pay more for personalized
packaging (Mintel), and 61% of US customers feel
more positive about a brand when marketing
messages are personalized (Forbes).”

89% of Millennials
want personalization
& relevance when
they visit stores

Personalizing packaging brings brands and
shoppers closer together.

Digital printing
technology allows
brands to capture
individuals attention
using personalized
packaging that can
feature the consumer's
name, individualized
designs and even
photographs.

Digital technology now allows
for niche and startup brands to
get upfront and personal at a
low cost of entry.

Digital printing
now allows for
true one:one
communicatio
n with full color
variable data
and messaging.

The technology
allows for highly
personalized and
customized….
• seasonal
promotional offers
• & easily testing of
new formats
without having to
generate huge &
costly print runs.

Personalization elevates the consumer's experience.

For a pack design
to be successful on
shelf it must speak
to the targeted
audience and to
speak to them in
ways that builds a
connection with the
brand.

Brands large & small
can now easily
specifically target
not only their
audience needs and
interests, but also
how they want to be
personally
recognized….. For a
fraction of the
cost!!!

Digitally printing short runs allows for true
market place testing at the register…
Where it really
counts!

Satisfying
consumer needs
is best done by
figuring out
what appeals
and engages
best with the
consumer.

Digital printing technology allows the Brand and
Category Managers to test various pack designs on
shelf allowing the consumer to decide which design
is most engaging and most likely to end up in the
shopping basket

Today, the best tool a smart marketer their
packaging designer can use is crowdsourcing.

By utilizing survey
sites and targeted
online communities
of those consumers
who match your
target customer
demographic, your
packaging designs can
be placed literally in
front of thousands of
perfectly matched
consumers.

Have your targeted
demographic profile vote on
what they think is the most
engaging packaging design.

You can be armed with real survey
results from 1000’s of potential target
customers within 48 hours.

With real data you can
now make better
decisions.

When 72% of a surveyed
audience point to “design
number 1” as being “the best”
it’s hard to argue against hard
data like that.© Jam&Co Design 2017 | jamandco.com.au

No amount of subjectivity or seniority or pure
passionate intensity for a particular design
says WOW like real hard core data feedback.

The
numbers
don’t lie!
The
numbers
don’t lie!

Using digital printing to own the
consumer.

Traditional paid marketing relies heavily
on above-the-line marketing strategies
which are often saturated and
challenging to get cut through to the
targeted consumer.
Traditional paid marketing methods are
also hard to measure effectiveness.

Today’s savvy marketers and brand
managers are beginning to leverage
consumer exposure that comes from
earned media.

Brand marketers are taking advantage of the
promotional publicity and exposure gained
through digital printing’s ability to create one-
to-one communication on the retail shelf.

Creating a Wow
pack on shelf
that converts
new customers,
means that…
Marketers are
then able to
leverage their
packs as direct
communication
channel….
© Jam&Co Design 2017 |
…..with specifically targeted markets.

Now your personalized packaging
design is now not simply another
pretty pack on shelf surrounded by
a sea of other pretty packs

jamandco.com.au
Now your packaging has
evolved to become a
powerful marketing tool
with direct contact with the
targeted consumer.

jamandco.com.au
ROI tracking available by printing
digitally, means brands can quickly
identify if a campaign is effective or
not …and easily pivot

jamandco.com.au
Earned media now
becomes measurable
where it counts…at the
checkout.

Personalization creates brand
loyalty...even with Gen X, Y’s and
Millennials

Most marketers have now become attuned
to the fact that Gen X, Y’s and Millennials
are no longer loyal to specific brands.

Digital printing can speak directly to your target group’s
“language and motivations”, thus increasing
engagement and ownership.

Packaging is media.
Your packaging is a
billboard.

It’s just a matter of rethinking
what it can do.
How often you can change it?
& what content can be most
suitable for what target?...When?

Packaging designers
need to be looking at
digital printing as an
effective tool which can
add real value to the
brands they work with.

4 Ways to
Leverage Digital
Printing for Pack
Design
1.Short & long term
focus
2.Responsiveness
3.Designing For Trust.
4.Brand evolution

Share-worthy packaging
makes it personal

To dominate the social media landscape
your products MUST have “share worthy
packaging”.

Individualized packaging encourages
consumers to get fired up and share
images of their purchase

Social Sharing (free brand and product
promotion).
Website traffic, brand awareness and in
store purchases can increase
exponentially based on social shares.

jamandco.com.au
“Packaging MUST deliver
share-worthy signature
moments”

jamandco.com.au
Creating a signature moment
means thinking through the
whole purchase process from…
catching the eye; engagement
of the product on the shelf; &
all the way through to the
unveiling & unpacking of the
product at home.

Switched on marketers
see real value in
making the extra
investment to develop
personalized packaging
that creates an
experience more likely
to be shared.

jamandco.com.au
“Brand’s get shared not
because they like it or because
of loyalty, rather because
millennials like and are loyal to
their friends.”

There is still huge substantial
opportunity for personalization
growth right across the supermarket
and hardware category

The planning and strategizing process for
a successful personalization campaign
may be significant due to the research
and strategy required to create a targeted,
unique & engaging personalization and
ultimately successful campaign.

To remain competitive you are going to
update your update your packaging
anyway. That being the case it may well be
a boon for a lagging product or brand to
activate a personalization strategy.
© Jam&Co Design 2017 | jamandco.com.au © Jam&Co Design 2017 | jamandco.com.au

That said, the design must still
stay true to the core values of
your brand…

The
personalization
design must still
maintain your
brand's familiarity
and relevance with
it’s target audience
whilst still driving
change to engage
a whole new set of
consumers

Personalizing to create wow

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