Enhancing Customer Engagement through Effective Packaging
With marketing becoming a focal point for many businesses, consumers are exposed to numerous branding initiatives daily. In a sea of competition, how can brands attract new customers and enhance customer engagement?
Packaging has become a key channel for brands. For some, this is an opportunity to make a lasting impression on new customers. For others, this can be a way to prompt consumers to share the product beyond the store shelf, such as through social media. This powerful tool has become a true impetus for customer engagement and social media behaviour.
Personalised Packaging – Coca-Cola
Personalisation is somewhat irresistible to humans, and the renowned soft drinks brand Coca-Cola capitalised on this in 2013 with their #ShareaCoke campaign.
Exchanging their iconic logo with 250 of the most common names or jargon used by (a) millennial(s), the brand sparked masses of organic user generated content, and chatter on various social media platforms.
To ensure maximum buzz, Coca-Cola strategically starved popular names, meaning they weren’t found. Consequently, more visits are required in attempt to find their name.
Smart Packaging – GH Mumm
Predominately, Radio-frequency identification (RFID) technology has been used in packaging for security and traceability purposes. However, champagne producer GH Mumm took an innovative approach, and embedded this technology into their packaging.
Sensors around the venue picked up signals sent from the cork once the bottle was opened, allowing clubs and bars to convey a personalised, interactive sound and visual experience.
What have you got in your pipeline that is going to enhance customer engagement with your product?
Join us at this year’s Packaging and Converting Executive Forum in Rotterdam, as we delve into the future of packaging and explore ways to elevate your engagement strategy. Register for your place today with code: MK-ACWEB
· Event Website: http://www.arena-international.com/pace
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