Last week, we touched on the importance of your packaging (hint: it’s the single-most critical and cost effective marketing tool you have) and the first sign (is it more than 3 years old?). If you missed the article, you can find it here [link]. This week, we’ll cover signs 2 – 8 that you should consider a refresh.
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Dollar for dollar, your packaging is arguably the most important and cost effective marketing money you’ll ever spend. Consider that it’s your only branding vehicle seen by 100% of your consumers. What’s more, those consumers are influenced by it at the exact moment of decision. (Significantly, 90% of shoppers make impulse purchases. And statistics vary, but they all indicate that between 50% and 67% of ALL grocery store purchases are purely impulsive. Even with shoppers who use lists, the opportunity is always there to sway them to your brand at the last moment.)
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For years now, the holy grail of marketing has been to forge a love bond with your consumers. As marketers, we’ve been taught that creating a deep and lasting personal “relationship” with this core audience is the key to brand success. According to the Pareto Principle, 80% of our profits will come from just 20% of our customers. It’s the basis for targeting our “loyal” followers with the bulk of our marketing efforts and budgets.
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Building, Maintaining & Leveraging
Memory Structures
The human brain is complex. So, too, are memories which utilize all of your senses to link and retain information: how things look, sound, feel, taste and smell are all part of it.Read more…
If you read between the lines of Kantar Worldpanel’s most recent Brand Footprint report, which tracks the “150 most chosen consumer brands,” you can connect the dots on some new ways to grow your brand you may not have considered before.
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It’s surprising how much focus too many marketers still place on the nebulous metric of “engagement.” Yes, social media engagement is an important measure of consumer response. It’s an indicator that your brand is making some sort of connection with people. Read more…
Back in the Sixties when Beatlemania was at its peak, John, Paul, George and Ringo were the best-known names in music, greeted by hordes of screaming fans everywhere they went, including The Ed Sullivan Show. As the Fab Four took the stage to swing into ‘She Loves You,’ scores of sobbing, emotionally-smitten teenage girls watched enraptured, tears streaming down their faces.
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There are many tasty reasons why food is such a popular visual on Instagram. Let’s be honest: we all love a mouth-watering food shot — well-lit, crisp, close-up, cool context, it just makes you wanna take a bite!
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