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Consider Your Consumers As Your Marketers
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Consider Your Consumers As Your Marketers

This article from Packaging Europe touches on the ways modern consumers influence packaging design. This Biz Community article considers the same prospect but also examines the ways in which packaging creates experiences for customers. So, by designing the product’s packaging with a wider view in mind,  you create a full experience for customers, not just a protective casing for your item.

 

How exactly are consumers your marketers?

Shoppers have always spoken about the products they love, but these days it’s also done on a public online stage. So, take advantage of it. As a result of creating beautiful and helpful packaging, you’ll get customers who market it. Yes, even go above and beyond the competition. Don’t just offer a product, build that experience.

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Social Media Influencing

Obviously social media has completely changed the marketing landscape. Now when people like your product they also promote it on their social media pages. The brands they like almost inform the brand influencers build for themselves. So, make your packaging worthy of the product placement. Not only do you have the option to pay influencers to promote your product, but fans will create their own user-generated content for you when they’re excited to show it off. Artistic packaging makes it far easier for the later to enthusiastically occur.

Word of Mouth and Blatant Recommendations

Online and off, an unbiased recommendation from someone you know is a very convincing way to try something new. So, when you create packaging that goes above and beyond to serve customers, they’ll post online reviews, discuss their experience in person, and even post positive comments on your social media pages. This type of engagement must be earned through value. Shoppers need to be inspired, educated, entertained or assisted in using the product to find this level of connection with a brand.

Vegetable-Noodles-Family-with-Label-2The Importance of Brand Values

First, communicate the values your brand holds dear. Even product specific values. This information is communicated through association logos, on-theme product photography, and of course, label copy. Selling vegetable noodles? Communicate that it’s a fresh, healthy, and quality product by using imagery that connects shoppers to a clean, professional restaurant environment. So, whether they realize it or not, they understand the values of the product with a single glance.

Bissell Cast & Cure - Great Lakes LabelInnovative Labeling Techniques

So, how do you design a label that looks beautiful enough to enthusiastically promote? Enhance it with labeling techniques. There’s so many to choose from, so consider the purpose they hold. Create more realistic images with embossing and foiling. These classic techniques make your sunshine motif glisten in the light, or your metallic bolt graphics pop off the surface. Then, create a more unique dimension with tactile coatings. Or, leave your competition in the dust by using unique, holographic techniques like Motion Coat and Cast & Cure, seen above. These techniques not only glimmers in the light, but they create nostalgic and positive subconscious connections.

 

sample beer label with a consistent brand voice online marketers and on social media

E-Commerce Presentation Can’t Be Shrugged Off

It’s important to find consistency in your in-person and online experience. Shoppers need to easily find your product and your storefront, but they also need to recognize it’s the official page. Consistent branding, copy voice, and imagery help with that.

Plus, how your techniques appear online is crucial. This not only highlights the design elements but offers an authentic, transparent shopping experience. When the product arrives on your customer’s doorstep, they’ll want to know exactly what’s inside.

All Label Gator booklet stlye labels printed by Great Lakes Label 6Booklet-Style Labels

Booklet-style labels offer more content space to expand on helpful information or to provide translations. Plus, when customers open up the label, it engages the emotions on a haptic level. Now, they are not only delighted by the satisfaction of being able to open up the label, but the information inside provides added value. This is a simple way to even step above your competition and stand out. Offering simple tutorials inside is another way to turn shoppers into your marketers.

 

wetstick label - great lakes label - strong label stocks for photo ready packaging

Durability in All Conditions

No customer is going to become your marketer when the label is peeling off the container. Use water-resistant labels like The WetStick™ featuring an adhesive chemistry so strong, you can apply labels underwater. Don’t skimp out. Go for quality stocks and labeling options that last well past the grocery aisle. When you don’t invest in quality, loyal customers post undesirable pictures of your disintegrating pool-side label. That’s not very re-postable. So, do yourself and your customers that favor. This also goes for heat resistant labels, using UV inks and on and on.

 

Subway Snapchat label with pull tab Great Lakes Label 3

Labeling Technology

Lastly, labeling technology like NFC (Near Field Communication), QR codes, and even hashtags connect customers to more value. Send shoppers to your custom created video tutorials, blog posts, and apps that offer inspiration, information, and community connection. This goes a long way in finding even more value and longevity with a product. Plus, when the information provides more fulfillment, customers will come back for more. Take the extra step, go above and beyond your competition, and the return on investment will show. Plus, the physical engagement with the packaging engages the senses in a similar way that labeling techniques do. This may just be the very thing that turns your customer into your very own marketer.

 

Learn more about the labeling solutions Great Lakes Label offers.  We offer a variety of inks and coatings that create a label that excites customers. Download our e-book, The Resource Guide To All Things Inks & Coatings.

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Supplementary Label Content Makes or Breaks Branding
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Supplementary Label Content Makes or Breaks Branding

Supplementary label content is any content shared on the label which engages customers. It goes above and beyond the grocery aisle to create a personal connection and even offers value competitors don’t. As a result, adding bonus content to your label easily turns customers into loyal fans.

First and foremost, what even are the types of supplementary label content?

All content is linked right there on the label using hashtags, typed out links, labeling technology, and even simple QR codes.

  • Video content
    • Tutorials
    • Video blogs
    • Company profile
  • Web pages
    • Blogs on relevant topics
    • E-book, or instructional manual
    • Newsletter sign up page
  • Hashtags
    • Community sharing
    • Contests
    • Easy access to brand’s official social media pages

 

Quality is The Most Important Factor

Videos need high resolutions with high production quality, e-books need high-quality design, and yes, even the social media pages need a professional touch. Providing content is important, however, if that content undermines your brand and makes customers question your professionalism, take a step back. So, this doesn’t mean that content production needs to come to screeching halt, but it means your brand needs to slow down. Take the time to learn, or spend the money to hire the right person.

 

Ensure The Content is Meaningful, Not Just Self-Serving

Authenticity is crucial. So, don’t just link customers to your newsletter to capture their information. Afterall, what’s in it for them? Provide a newsletter so inspirational, entertaining, and informative that customers are missing out on added value if they don’t sign up. Or, if a video overview about the company doesn’t add value to the customer in any way, don’t use it. Instead, link to a video that shows customers how to use your product, or pair it with other products for added benefit.

 

Learn about how innovative labeling techniques can bring your spooky design to life! Download our e-book, The Complete Guide to Innovative Labeling Techniques.

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Revive Your Brand With Low-Cost Label Design Changes
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Revive Your Brand With Low-Cost Label Design Changes

Why revive your brand if it’s not yet dead? Well, according to this Food Processing article, you may actually be killing it without realizing it. Don’t worry, while the article offers ways to reverse the damage, we also have some solutions of our own. Better still, these options are simple, low-cost options the whole team will stand behind. Empower your brand with creative solutions and reconnect with your customers on an authentic level.

 

How do labels revive a brand?

Part of the issue is that customers have an overwhelming amount of choice in the grocery store aisle. When budgets are cut and attention is drawn away from customer needs, it becomes even harder to understand what they want. Luckily, there are some low-cost changes for labels that reconnect you with the customer. The label is the first thing customers see from your brand. Make sure it leaves a lasting impact and clearly communicates what your brand has to offer.

 

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Calls To Action Bring Data For Rerouting

A call to action (also known as a CTA) is a prompt designed to influence customers to engage further with your brand. So, this is a subscribe button at the end of a video, a social media button at the end of an article, or even a “click the link in the bio” line in an Instagram post description. When research budgets are cut, consider how an evergreen call to action brings invaluable data for a fraction of the cost. Also, consider how small of a space it requires. A simple link, hashtag, or QR code does the trick.

 

Feedback Through Linked Surveys

A short, basic link typed out, a QR code or even an NFC (Near Field Communication) technology are all great ways to link an evergreen customer feedback survey. All on its own, the survey constantly brings invaluable information. While the link or code won’t change, the questions are able to continuously switch depending on the needs of the brand. So, the label design isn’t changed every time the survey does. This too eliminates cost, in printing.

 

Collect Data Using Social Media

Social media icons and hashtags alike connect users to the brands they love. So, add them to your labels (especially usernames or “handles”) so customers know where to go to provide feedback. Even a picture of someone using the product is feedback. It demonstrates they care about the brand and the way in which they enjoy it. Again, brand profiles and branded hashtags are evergreen content that doesn’t take up much space on a label. Use it to your advantage.

To collect data, review what people are saying about your brand at a consistent rate and respond. Don’t only review your notifications, but search your company name without the @ to find underground feedback. This free, accessible solution doesn’t even cost much time to engage with.

 

With No Ad Budget, Make Brand Values Crystal Clear

Part of the struggle is understanding what customers are looking for from your brand. While that’s understandable, first ensure your brand is clearly communicating its values. This doesn’t just mean following regulations and showcasing the product in an appealing way. Demonstrate your brand has a sense of humor, or focusses on environmentally friendly production, or even offers luxury products in a well-rounded way. When customers receive mixed messages from a brand, they’ll continue looking elsewhere. When a brand communicates a strong cohesive brand message that matches their interest, they’ll stop for a closer look. Consider the colors, the product photography, the copy, and graphics you choose. They all impact how customers are viewing the messages you  believe to be most important.

Meijer R&D Trail Mix & Nuts Bag LabelsEmphasize Details With Innovative Labeling Techniques

Take the design you already have and add foiling, tactile coatings, or other innovative techniques to enhance it. Engaging the senses by creating haptic labels creates nostalgic and subconscious positive connections to your brand. Plus, when techniques like foiling, Cast & Cure, or Motion Coat shine in the light, it draws customer attention away from your competition and onto your product. Without gathering feedback, or enduring a redesign process, the label takes on new life. These details also enhance and draw attention to key components of the brand’s values. Want to make sure customers know your eyeshadow is cruelty-free? Foil and emboss the message for dramatic effect.

 

moya wine label - wine traders - great lakes label - revive labels with recycled stock

Upgrade Stocks To Focus on Sustainability

Again, communicate a focus on sustainability by using sustainable label stocks. The logos are small and easy to add to any label also. For handcrafted and luxury products, this also emphasizes the high-quality nature of the product. It demonstrates attention is paid to every single part of the production process.

Add Value Beyond The Point of Sale

Use labeling technology to link customers to helpful and engaging videos, blogs, and web pages. This builds a relationship beyond the grocery store aisle and makes it easier for customers to provide feedback (by means of the page you link them to bringing them to a contact page or any feedback box). It’s a call to action that designed to offer the customer more, instead of a brand asking for something from the customer. It reminds them that your brand is focussed on bringing them the best product in your industry and that you care about their experience.

 

Learn how to use marketing strategies to create labels that will delight customers! Download our e-book, The Marketing Guide here.

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Multimedia Label Marketing Takes Over
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Multimedia Label Marketing Takes Over

Multimedia label marketing involves a link between a label and content. Whether it’s NFC (Near Field Communication), QR codes or GS1 Mobile Scan, enhance the customer experience. Provide them with your website, product information, videos or social media links and make a connection.

Image of GS1 mobile scan from https://sites.gs1us.org/mobilescan/home
Image of GS1 mobile scan from https://sites.gs1us.org/mobilescan/home

Multimedia Labels Worth Scanning

We’ve previously looked at ways that smart labeling was developing. While a QR code remains a classic method of connecting people to further content, new methods are emerging. NFC is a form of label technology that allows customers to scan the label merely by holding up their phone to it. The customer doesn’t need to lift a finger for more information which enhances their experience. The less time fumbling with a phone, the better.

 

Another method that is quickly developing into a favorite is the GS1 Mobile Scan. As their web page states, “GS1 US Mobile Scan-enabled packages have a DWCodeTM, a nearly invisible digital watermark that can be read by enabled POS scanning systems and smartphones.”

 

This is groundbreaking innovation.

Imagine how much more thorough you can be with customer engagement throughout the sale life cycle! Create supplementary apps, video tutorials, or DIY project blog posts to provide the customer with a lifestyle. Packaging goes beyond pretty design. Now, more than ever, packaging needs to enhance the customer’s life.

While this may seem geared toward fun and whimsy, it also has practical uses. For food products, it makes it easier for people with dietary restrictions and allergies to find what they’re looking for. For vegetarians and vegans, this goes beyond food. Clothing, beauty, and food are the primary industries that keep vegans and vegetarians on their toes. Now, they have all the information they need at their fingertips for cruelty-free and animal product free items.

 

Are you interested in learning more about how our labeling solutions can increase sales? Download The Complete Guide to Innovative Labeling Techniques.

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How Will Gen Z Impact Packaging?
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How Will Gen Z Impact Packaging?

As we have already explored, shopping is heading online and we may continue to see this pattern grow with Gen Z.  We’re already seeing that this is a generation who is connecting to YouTube personalities and their products. Their shopping habits may be online, but also require a more personal touch.

Gen Z using technology - A photo by Steinar La Engeland. unsplash.com/photos/GwVmBgpP-PQ
A photo by Steinar La Engeland. unsplash.com/photos/GwVmBgpP-PQ

 

Some YouTube personalities sell products like monthly subscription boxes, phone apps and games as well as books, clothing lines and cosmetics. These young shoppers build a connection with the content creators before buying their products. They take the concept of friendly businesses to the next level.

 

We’re already at a stage where businesses are encouraged to be more open, transparent and personal with their customers. It’s looking like this culture will continue to grow.

 

So, how will this affect labeling?

 

The more businesses require a personal touch, the more packaging itself will require something more personal as well. We’ve seen that the Coca-Cola labels with names was a huge success, and with the rise of digital printing, more individual packaging may grow. QR codes are also still very useful on labels, but the shoppers may be looking to use these codes for a more personal experience.

 

Imagine this…

You’re a beauty vlogger. As you are releasing your new cosmetic line, you can now create unique labels that are as individual as your viewers. You can also add a QR code to your packaging that links the shopper to an unlisted video tutorial on how to apply your product. Thus creating a full circle between marketing and packaging.

 

By creating an unlisted video your viewers can only access through your product, you are also creating another incentive for your viewers to become shoppers. The video also creates that personal touch that Gen Z may be looking for. The video shows that not only is the product designed to help them, but the labeling is as well. The content creator has the viewers’ best interest at heart in every step of the way.

 

The best part?

This isn’t just for YouTubers. Any business can take these strategies to create a truly unique experience.

 

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