In theory, augmented reality (AR) could allow product owners and marketers to add a virtual layer of communication and promotional messaging to their brand packaging.
Wondering about the difference between augmented reality and virtual reality?
- Augmented reality (AR) is technology that adds an extra layer of digital content to your view of the real world, when observed through a device that is AR-enabled (such as a smart phone with the relevant app or in-built capabilities). Pokémon Go is a well-known example of augmented reality – offered in the form of a free-to-play game.
- Virtual reality (VR), on the other hand, creates an entirely new three-dimensional digital environment and then immerses the viewer in this environment through a VR device.
As smartphones grow more sophisticated, the mainstream potential of AR is growing (for example, the new iPhone X has in-built AR technologies). When viewed through a mobile device with AR capabilities, product packaging could carry an interactive digital overlay that could bring products to life and enable the consumer to gain an entirely new perspective on the product.
Marketers could supplement consumers’ view of the real world with digital content, with the aim of:
- Entertaining and delighting them
- Informing them about the product or service in an exciting new way
- Helping them to visualise the product in their environment or in a new way before buying it
- Promoting competitions and special offers
- Introducing new product variants
- Suggesting new ways to use the product
While some brands are already using AR-enabled packaging and marketing material, this technology is still developing; and it may take some time for consumers to understand the value of this on-pack communication approach – and readily accept it.
Until then, it is worth keeping an eye on developments in the AR field and other new digital technologies that could take packaging and on-pack communication by storm in 2018 and beyond. Pyrotec PackMedia will keep you updated.
As the use of smartphones continues to increase so does the popularity of QR (quick response) codes. Now commonplace, QR codes can be seen on packaging labels, signage, and even television commercials.
While barcodes were traditionally a collection of vertical lines, these are now being superseded by 2D matrixes and QR codes that allow data to be stored in both directions, enabling vertical and horizontal scanning.
In today’s digital age, information is transferred freely and access to information is instantaneous. In terms of retail, the effects are far-reaching and have brand owners rethinking their marketing strategies. While a standard barcode might store up to 30 digits, a QR code can store many thousands of pieces of information that consumers can access using an app on their smartphones to upload information or link to web and social media sites.
Adding a QR code to a product’s packaging is an ideal way for brand owners and marketing managers to connect with their customers. ‘All our social media and marketing efforts are redundant if we cannot connect with the consumer at this critical point,’ maintains Timothy Beattie, Pyrotec PackMedia’s General Manager. ‘On-pack marketing efforts are a catalyst for starting a conversation with consumers and providing an opportunity for ongoing engagement,’ he notes.
Beattie adds that connecting with consumers at point of purchase through clever on-pack campaigns not only fuels engagement but enhances the consumer’s overall brand loyalty. ‘A promotion or competition is a good opportunity to kick-start the conversation and incentivises brand engagement.’
Once the conversation has begun, brands can then continue to communicate with consumers through value-added on-pack drivers such as discounts and coupons, or new campaigns based on information previously collected. ‘Devices such as Pyrotec PackMedia’s Fix-a-Form® booklet labels are a practical way to relay these incentives because they provide vast amounts of space for additional information without compromising the packaging’s aesthetics,’ Beattie points out.
Through this engagement, brand owners can collect information to analyse purchasing patterns for their various target markets. ‘The collection of this data provides ample opportunity to connect with consumers and measure the results. It also provides a tested method of refining the conversation to match purchasing preferences,’ Beattie explains.
By using effective on-pack devices, campaigns can seamlessly integrate with online media to strengthen relationships and consumer loyalty and create a multi-dimensional marketing strategy,’ Beattie concludes.
In the interests of keeping customers and the environment safe – and, of course, to comply with the stringent legislation governing packaging and labelling in this industry – agrochemical companies have to ensure that they communicate a large volume of product information on pack, in the correct way.
This typically includes handling, dosage, usage, storage, disposal, and first-aid instructions, as well as information about potential hazards. Often, these details must be translated into multiple languages.
Furthermore, all this information has to be presented clearly and legibly, in a way that stays with the product throughout its lifetime – until final safe disposal.
All this required information could become very cumbersome, but fortunately Pyrotec PackMedia offers a solution – Fix-a-Form® Booklet Labels.
These convenient extended text labels allow manufacturers to:
- Publish instructional information in various formats, whether pictograms, diagrams charts or simple text, to ensure legal requirements are met and the end-user is fully informed about the product and its usage.
- Laminate Fix-a-Form® Booklet Labels so that any spills can be wiped down without smudging the all-important information.
- Safeguard the integrity of a specific product by being able to track and trace through the supply chain, incorporating coding or serialisation.
- Deter counterfeiting by using unique printing techniques or holograms in their labelling to ensure authenticity of their product.
- Enjoy environmentally conscious, long-term return on their investment because sustainable packaging solutions minimise cost.
Pyrotec PackMedia’s Fix-a-Form® booklet labels not only offer the agrochemical industry significantly more space for legally required information, but they offer excellent legibility as well as a simplified and neat aesthetic to the overall packaging.
Moreover, they offer easy application using standard labelling equipment, which results in uninterrupted production lines – so important in this competitive arena.
For further information on packaging and labelling solutions visit Pyrotec PackMedia today.
Do-It® FlexiTab Hang Tabs are sold exclusively in South Africa by Pyrotec PackMedia. These hang tabs are distinguished by a thicker hang hole area and thinner adhesive area and have been designed to hang onto both single and double-wire peg hooks. Ideal product packages include curved, uneven, or uniquely shaped packages, such as candy, gum, consumer electronics, tubes.
A great feature of this hang tab is that it is clear so that it does not interfere with your brand/product message. Also, the tab folds down during shipping and folds back up when you need to hang it.
The FlexiTab Hang Tab allows you to display products vertically, face-forward anywhere in a retail environment, thereby enhancing product visibility, increasing impulse purchases and boosting brand awareness.
The build up to the end of the year and the festive season itself is a busy and profitable period for many product owners. This is an ideal time to use special offers and competitions to boost sales and customer engagement.
An on-pack promotion is a strategic and impactful way to make your products stand out in the retail environment – which tends to become more cluttered than usual during the holidays. It’s also a great avenue for supporting any other marketing campaigns you may be running on other media channels, such as online, social media, print, press or radio.
The benefits of advertising your promotion on-pack include an opportunity to:
- Create a direct and unequivocal link between your promotional message and your product
- Thank loyal customers by offering them a discounted price or special offer
- Add value to the brand experience by including a more detailed brand story on-pack or including recipes, tips and other useful content, as well as collectables such as children’s stickers and tattoos.
- Boost sales by encouraging purchase in the retail environment, where your target market is already actively involved in shopping
Choosing the right on-pack promotional solution
A Fix-a-Form® Promotional Booklet Label from Pyrotec PackMedia is ideal for marketers who need more communication space than is currently available on-pack, yet do not want to completely re-design their packaging for the holiday season.
This innovative on-pack promotional platform can sit in the place of a standard label, yet enables manufacturers and product owners to expand the area used for communication on-pack, in a clear and legible way. You have all the space you need for promotional messages, including competitions, new product launches, serving suggestions, collectables and more – without compromising the overall aesthetics or neat appearance of your product.
Pyrotec PackMedia has an exceptional range of Fix-a-Form® Booklet Labels available, which can be further customised to suit your unique needs. All Fix-a-Form® Booklet Labels are professionally and expertly constructed to endure your supply chain intact and maintain your professional brand image. We even have moisture-resistant options available for products that are transported and stored in cold, moist environments.
Make a splash this holiday season. Contact Pyrotec PackMedia for ideas, advice and promotional solutions that suit your marketing goals.
The pinnacle of successful marketing is to attract loyal customers who consistently purchase products from their favourite brands. For brand owners to achieve this highly-coveted position in today’s competitive retail environment, they need to continuously engage with consumers to identify their needs and expectations, and then meaningfully respond to their emotional values.
Innovative use of packaging and on-pack labelling is a key asset for building unwavering consumer loyalty for brands. This notion is supported by Timothy Beattie, Pyrotec PackMedia’s general manager. “To unleash the power of on-pack marketing to build loyalty, you first need to rethink the concept of loyalty. Brand loyalty is not just about establishing habitual long-term repeat purchases of products but also about the relationship a consumer establishes with a brand over time.”
For consumers, buying into brands involves a process of getting to know more about the brand. “Knowledge about a company is highly valuable to consumers – just consider the key purchasing drivers for Millennials and Gen Z, for example. The company’s ethics, its business conduct, and its supply chain for sourcing raw materials and ingredients all add up to enhancing the consumer’s perceived value of the brand and can increase brand loyalty,” notes Beattie. The “did-you-know” and “how-to” type information allows brands to show the company’s ethos and ethics, how much care is taken to produce its products, and why these are better than their competing products. This information is easy to share using innovative on-pack labelling.
Devices such as The Story Behind Our Wine label, a sleek multipage on-pack label that does the job of a brochure, informs consumers about the estate’s wines, its facilities, its history, recipes and other products,” explains Beattie. This device not only creates differentiation on shelf but also establishes a relationship between the brand and the consumer.
Brand loyalty can also be enhanced by pre-empting consumer needs and desires. “While it might seem obvious, consumers may not know the full spectrum of a brand’s capabilities,” says Beattie. If foodies are a brand’s target market, for example, they may be looking for ways in which to use a product or options of something different to try. Pyrotec PackMedia’s Fix-a-Form® booklet labels – a multi-page leaflet label that offers unrestricted label real estate – is ideal in this instance as a practical method of communicating user information such as recipes, cross-promotional marketing, and instructions.
“Pre-empting consumer needs by providing useful information helps to create perceived value and trust for brands. It’s a demonstration that your brand offers more and takes less,” Beattie maintains.
“Building loyalty is also about adding value for consumers rather than getting them to buy more product. Customers want to know that they’re buying into a quality brand and are willing to pay a premium if they believe in the brand’s perceived quality.” Value adds such as collectable stickers or money-off coupons are an indication of brands giving back to consumers. “This shows that a brand is loyal to its customers and that it cares. If brand loyalty is a relationship with consumers, then thoughtful demonstrations of value-adds will create affable relationships,” Beattie adds.
Brand owners and managers should think of brand loyalty as a reciprocal long-term relationship between the brand and the consumer. “Communicating with consumers and anticipating their needs and desires will earn brand commitment,” Beattie concludes.
Cross-merchandising is a point of purchase marketing strategy that involves merchandising one or more products together that complement each other yet come from different product categories of areas within the store.
Typically, these products come from the same brand or corporate group and the aim is to boost product awareness, encourage trial or impulse purchases, and ultimately – increase sales. This promotional strategy is also known as cross-selling, add-on sales or secondary product placement.
Here are three tips to guide your cross-merchandising strategy:
- Create a story
Products that are paired or grouped together thoughtfully and supported by a compelling story are more likely to attract attention and boost revenue. For example, you could pair popcorn and hot chocolate, milk and cookies, or croissants and coffee – and then you could create a charming story around each pairing. Popcorn and hot chocolate could relate to a movie night in, milk and cookies to a midnight feast, and croissants and coffee to breakfast in bed for someone special. The possibilities are only limited by your (and your marketing team’s) imagination.
The idea is to create a scenario in which shoppers can imagine themselves enjoying the products, which makes them a lot more likely to put more items in their baskets than they originally intended. A great time to run these types of cross-merchandising campaigns is around special occasions like Mother’s Day, Father’s Day, Valentine’s Day and during the holiday season.
- Create a special offer
When you pair products and offer a discount to customers who purchase both items together, you’re incentivising shoppers to buy more than they intended to, but you’re also rewarding them by offering them better value for their money.
In this economy, few shoppers will be unhappy with a brand that is offering them a ‘Buy 3 for the price of 2’ special. In this case, it may make sense to cross-promote within the same product category, with the aim of selling more items rather than a greater variety of items.
- Create a convenient solution
Another way to approach cross-selling is to appeal to shoppers who appreciate convenience. For example, you could package pasta and pesto sauce together, shampoo and conditioner, or even different stationery items that would work together in a school pencil case.
To make it truly convenient for shoppers and enhance sales, you need to cross-merchandise products that suit each other and appeal to the same target market (or perhaps to a shopper who buys for everyone in the family). Essentially, you’re offering a complete solution to a problem like “what’s for dinner?” and placing all the items needed in one place. This saves shoppers’ time and creates a positive experience for them.
The perfect display solutions for cross-merchandising
When you’re ready to kick off your cross-selling campaign, the Do-It® range from Pyrotec PackMedia provides you with the display and merchandising solutions you need to secure products together, hang one product above another on-shelf or even display items in unconventional spaces within the store where they will be in shoppers’ line of sight.
The Pyrotec PackMedia Do-It® range includes:
- Plastic, self-adhesive hang tabs
- Merchandising display strips
- Printed hang tabs
- Shelf wobblers
- Carry handles
- Promotional bottle neck tabs
- And more!
For more ideas, inspiration and solutions, contact Pyrotec PackMedia today.
Many of our clients need more from their product labels than standard labelling solutions can offer them. Some clients require labels that can accommodate extra content due to all the mandatory information that must be included on-pack, often in multiple languages, to comply with the laws that govern their industries.
Others want to use their packaging as a platform for promotional content. These clients need labels that can accommodate competition information, product usage tips, and much more – and they need all this content to be clearly legible and remain with the product throughout the value chain, no matter the conditions.
At Pyrotec PackMedia, we can create the perfect labelling solution to suit these needs and more. Fix-Form® Booklet Labels are high-quality booklets combined with printed self-adhesive labels and secured neatly on-pack. These labelling solutions are easy to apply using standard labelling machinery and come in any size to suit even the smallest packaging. They are also so versatile that they can be adapted to suit products that are transported and stored in damp, wet or harsh environmental conditions.
Do you need a moisture-resistant label that can also accommodate extra content?
Perhaps your goods are stored on bathroom shelves, in the fridge or even shipped by sea freight and therefore need to withstand condensation damage, spills and wet weather. Our Fix-a-Form® Booklet Labels can be produced to suit your specific requirements for varying levels of moisture resistance.
Pyrotec PackMedia develops moisture resistant Fix-a-Form® Booklet Labels on a case-by-case basis, taking each client’s specific product environment, timeframe and budget into consideration.
For example, Fix-a-Form® Booklet Labels can be produced to be completely waterproof, using synthetic materials that can be submerged in water without suffering damage or affecting the quality and legibility of your printed content. Or, you may need labels that can withstand moist environments, such as an open fridge. In this case, a varnish or seal could be applied to create a moisture barrier. No matter your level of water-resistance, there are no restrictions on content – so you can get the extra space you need, as well as the specialised protection.
Keen to find out more?
At Pyrotec PackMedia we have proudly been the exclusive Fix-a-Form® Licensee in South Africa, and all Africa south of the equator, since 1981. For more information on developing the perfect labelling solution for your business, contact us today.
How do brand owners comply with the vast array of acts, regulations, guidelines and codes required on FMCG packaging and still achieve the shelf shout products need to stand out on cluttered retail shelves?
The role of packaging and labelling for FMCG products is significant. Packaging needs to protect the product and labelling needs to meet legal requirements. And together, packaging and labelling need to differentiate products on shelf while creating brand awareness and marketing products to attract consumers.
Designing labelling to accommodate regulated on-pack information requires a balancing act between text legibility and package size. Specifications relating to certain on-pack information must be in close proximity to other content, and the size of the text relating to warnings is also specified in some cases. This is all in addition to detailed ingredients lists and other specified criteria aimed at protecting consumers.
One way to overcome this problem is by using Fix-a-Form® booklet labels from Pyrotec PackMedia to convey this important information. The booklet label system can be adapted to suit any product or container, and solves a multitude of packaging challenges. While occupying only the space of a standard self-adhesive label, booklet labels provide almost unlimited space for legislated information, user instructions and product information. For brand owners, this offers a distinct advantage where space is at a premium.
An additional benefit of Fix-a-Form® booklet labels is that font sizes can be increased and contrasting colours can be utilised for better legibility – without having any impact on legal requirements, the packaging’s visual appeal, design elements, or the product’s branding. Fix-a-Form® booklet labels provide an opportunity to optimise compliance while building brand relationships by providing trusted communication that is of value to consumers.
Fix-a-Form® booklet labels also provide an opportunity to increase a pack’s visual appeal and cost savings, and simultaneously reduce waste. Because Fix-a-Form® booklet labels remain attached to a product throughout the value chain, they may also eliminate the need for secondary packaging that would have been needed to convey required product information.
The increased brand awareness through a product’s enhanced graphics and ability to communicate, educates, informs and appeals to discerning consumers. Fix-a-Form® booklet labels also provide opportunities for value adds, such as recipes, inserts, coupons, collectables (stickers and tattoos, for example) and cross-promotions, all of which add to a brand’s ability to communicate and attract shoppers.
Although marketers and brand owners now face far stricter laws pertaining to the marketing of their products, the application of a Fix-a-Form® booklet label ensures that compliance with the law can also be used to a brand’s advantage.
Why shoppers decide to buy a particular brand or product is a question every manufacturer, marketer and retailer would love answered, especially as we’re told shopping is not rational and most shoppers make instant decisions subconsciously.
Although many consumers research brands online before heading to the store, latest statistics (OgilvyAction Study 2017) show that 70% of shoppers’ purchase decisions are actually made in-store, and 28% of shoppers will decide on which product to buy while standing in front of the shelves, even though they may have had another brand in mind before entering the retail space.
The study cites as many as 1 in 10 shoppers will switch brands in store if your brand does not stand out or is difficult to find.
The truth is: shoppers who are ready to spend want to be engaged by products as they stand facing the shelves. Given the amount of choice available in most shopping environments, the products that tend to fly of the shelves:
- Are clearly visible and easy to find
- Have good brand building and activation initiatives
All five senses play a role in the purchasing process, but sight remains No 1. Shoppers spend less time in-store today, so you need to ensure your product is seen and understood quickly and easily because this is what leads to a sale.
How can you achieve this?
Pyrotec PackMedia has an arsenal of innovative solutions that tick these boxes.
- Do-it® Hang Tabs are a useful tool to hang your product attractively at the point of purchase for eye-catching displays. They come in various shapes, colours and sizes, depending on your specific needs. Display Strips from the same range can be used in store to ensure that your products are displayed in the middle-eye zone, an area proven to drive sales.
- Promotional Fix-a-Form® Booklet Labels are an excellent solution for swaying an undecided shopper with an on-pack promotion, competition, coupon, collectable item or recipe booklet. They are incredibly versatile and can be used on any product of any size, form or material. And if its more information consumers need, then Fix-a-Form offers the space to include ingredients, instructions, tips or the story behind the brand, in a compact and attractive manner.
- An ElastiTag device is so versatile it can be used to launch a new product line, tell your unique story, support a worthy cause, brag about an award, advertise a special offer, provide a coupon, cross merchandise products or kick off a promotion, while reducing packaging.
If moving merchandise off the store shelves quickly and profitably is your mission, visit Pyrotec PackMedia today for more information and ideas.