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4 critical pieces of the packaging design puzzle you can’t afford to neglect

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At a time when many consumers actively screen out marketing messages, the surest place for CMOs to make a bigger impact is at the point of consideration, at the retail shelf.
The fact is…by the time your consumer gets to the shelf ...Your pack standing there is really your last opportunity to influence them before they decide to buy. Therefore…because your pck standing on the shelf is your final sales pitch you have to make it count.
So yes, whilst packaging design alone doesn't guarantee a successful retail product. Packaging design without strategy is like a car without fuel…It ain’t going anywhere!
Packaging design strategy must be focused around the 4 critical pieces of the packaging design puzzle.

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4 critical pieces of the packaging design puzzle you can’t afford to neglect

  1. 1. How do I get my packs on shelf to deliver more? © Jam&Co Design 2017 | jamandco.com.au
  2. 2. jamandco.com.au Today’s savvy brand marketers are giving their product packaging lots of attention. (More so now than ever before!)
  3. 3. jamandco.com.au
  4. 4. jamandco.com.au Because…These marketers understand the huge marketing impact of their Owned Media sitting on the supermarket shelf. BUT…
  5. 5. jamandco.com.au The BIG QUESTION is…. “How can our packs deliver more?”
  6. 6. jamandco.com.au How do we get our packs to deliver more…  Sales Volume  Gross Margin  Gross Profit  Net Profit  Marketing ROI  Market Share  Brand Equity Metrics
  7. 7. jamandco.com.au For your packs on shelf to deliver more…you have to be really clear on the end goal.
  8. 8. jamandco.com.au What is your “end in mind”?
  9. 9. jamandco.com.au The “end in mind” determines your packaging design’s success on-shelf. © Jam&Co Design 2017 | jamandco.com.au
  10. 10. jamandco.com.au Designing packaging with the end in mind… © Jam&Co Design 2017 | jamandco.com.au
  11. 11. jamandco.com.au NOTE: Consumers needs and wants have changed dramatically over the last 5 years © Jam&Co Design 2017 | jamandco.com.au
  12. 12. Today’s consumer is looking for: © Jam&Co Design 2017 | jamandco.com.au • Advice • Information • Stories • Risk removal • Engagement & sometimes entertainment • Connection • TRUST
  13. 13. NOTE: The old benefits of “better, faster, cheaper” are an expectation today. They are taken for granted!
  14. 14. With the ever changing consumer needs, the end goal for the design of product packaging has also changed.
  15. 15. jamandco.com.au The “end in mind” for design is no longer… Just get the product into the shopping basket! © Jam&Co Design 2017 | jamandco.com.au
  16. 16. jamandco.com.au Today’s packaging design packaging MUST be created with 2 “end’s in mind” © Jam&Co Design 2017 | jamandco.com.au
  17. 17. Buy today (Attention) Buy more tomorrow (Brand Loyalty) The “end in mind”
  18. 18. jamandco.com.au These 2 “end’s in mind” must be strategically built into the design
  19. 19. jamandco.com.au 1. Buy today …design
  20. 20. jamandco.com.au Buy today design requires Attention! SHELF IMPACT: Draw them in… Awareness + Emotion In 4 Seconds
  21. 21. jamandco.com.au Grab attention! Get STANDOUT appeal and disrupt the shelf. (See how HERE) © Jam&Co Design 2017 | jamandco.com.au
  22. 22. jamandco.com.au 2. Buy more tomorrow- design BUYING AGAIN AND AGAIN AND AGAIN
  23. 23. jamandco.com.au 2. Buy more tomorrow- design requires Brand Loyalty
  24. 24. jamandco.com.au How do you keep them coming back for more?
  25. 25. jamandco.com.au How do you encourage brand loyalty?
  26. 26. jamandco.com.au Brand loyalty is: A consumer’s ongoing preference to buy a particular brand in a particular product category.
  27. 27. jamandco.com.au Brand loyalty begins when consumers perceive that your brand offers the right product features, images, or level of quality at the right price.
  28. 28. jamandco.com.au
  29. 29. jamandco.com.au However Brand loyalty is falling fast
  30. 30. jamandco.com.au  Not keeping up with consumer expectations  Loyalty programmes falling short of expectations  Instant information access to find a better deal elsewhere  Inconsistent UX (Customer Experience)  Lack of unique relevance to consumers Brand Loyalty is failing because of:
  31. 31. jamandco.com.au Discount shopping does nothing to encourage brand loyalty. • According to a study by Rice University 40% of businesses would not offer another Groupon deal again…(Mmmm. ..Interesting!!!)
  32. 32. jamandco.com.au How a company converts deal-seeking or one-off customers into brand loyal customers is a CRITICAL STRATEGIC QUESTION. © Jam&Co Design 2017 | jamandco.com.au
  33. 33. jamandco.com.au 10 strategic questions you must answer if to convert once off customers into loyal ones. 1. How can we ensure the highest product quality ? 2. How can we increase customer engagement (short &long term)? 3. How can we encourage consumer feedback ? 4. Can we give them a unique reason to come back? 5. How can we stay relevant? 6. How else can we add value? 7. How can we show our appreciation? 8. How can we increase our UX and UI 9. How can we increase emotional connection? 10.How do we ensure trust?
  34. 34. jamandco.com.au 3 Critical Elements which must be strategized and built into your packaging design to ensure customer loyalty and increase revenue.
  35. 35. jamandco.com.au 1. UX – USER Experience (What USERS Do) 2. UI – USER Interface (How USERS feel) 3. EC – Emotional Connection (How USERS connect emotionally) 3 Pillars of Strategic Packaging Design
  36. 36. jamandco.com.au UX ECUI 3 Pillars of Strategic Packaging Design
  37. 37. In Summary: To get your packs on shelf to deliver more…You have to ensure your designs are created with 2 “ends in mind”
  38. 38. To get them to buy more today Your Pack Must Grab Attention On Shelf!
  39. 39. To get them to buy more tomorrowYour pack must build Brand Loyalty!
  40. 40. jamandco.com.au These 2 “end’s in mind” must be strategically built into the design
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