From ‘Share a Coke’ to Custom Water Bottle Labels
Once upon a time, printers were pretty much tied to the base artwork provided by clients. Their role was relatively passive. While they could compete on service factors like cost, speed and quality, there was little else to differentiate between one commercial printer and the next.
Nowadays the story is very different. Even the smallest local printer can offer basic design and layout services, even if they do not have an in-house designer, thanks to the ease of internet communications. And the advent of digital printing has opened the door to customization – on a very small scale – that was simply unaffordable before.
Personalized Packaging Works
You need look no further than Coca Cola for a prime example of the effect customization can have on the consumer. The idea, born in 2011 in Australia, reached the US last summer and took off with a bang. Coca Cola whose profits had been losing their pop in a steady down curve for the previous 11 years needed something special to get the consumers to bite again. What better than having the product calling them by name from the store shelves.
Rows of Brittanys and Todds, Charles and Jackies lined the shelves. If consumers did not see their own name, chances are they would buy for their child or a friend or a neighbor down the street just because the bottle had their name on. And just in case there were no names that spoke to a particular consumer there are plenty of generic feel-good choices to choose from like Friends, Family, Team and even Class of 2015.
Customized Packaging Services
With the advanced technology available today a savvy printer can add customized packaging to its portfolio of services without breaking the bank. The ROI of implementing a custom solution such as FASTech’s own PACKprint™ , can be swift thanks to the vast increase on promotions and sales potential the added serialization and personalization it can provide.
Custom Water Bottle Labels
Take water bottle labels, for example. The commercial opportunities for customizing this single item are endless. Did you know that in the first week in December alone there are over 800 organized events, may of them with wacky themes like the Intergalactic Festival of Lights Fun Run in Texas or the Raindeer Run and Jingle Bell Jog in Los Angeles? These organized events cost money to enter and a themed bottle of water may or may not be part of the deal — but what better placement for your individualized promotion or call to action? There are also countless running clubs and groups across the country that may be interested in having their club benefit from a promotion tied to an individually serialized custom label. If a local retailer is selling store-brand water, what are the chances that it would pick up more sales by customizing water bottle labels with a scannable promotion to benefit several local running clubs or even highschool football teams?
With PACKprint ™ the opportunities for continuous engagement of product with consumer are unlimited — and can even be dynamic to adjust to pre and post event promotions with the same variable code.
The market has spoken
Clearly Coca-Cola found success with their personalized campaign, but we argue it’s just the tip of the iceberg. Marrying the consumer’s desire for customized products, with their inquiry into the product’s origin and promotional appeal, PACKprint™ is uniquely positioned to be a catalyst to bring all these benefits together for the next very big campaign.
