Brand owners and manufacturers alike may be well versed in running on-pack activities but are they really using it to their advantage? There are a number of good reasons to opt for on-pack devices but one needs to ensure they appeal directly to their consumer target market and that they send out the right message!
Opting for a quick sale and a short-term boost with BOGOFs can be risky business. For many of us, this sort of promotion serves little in the way of creating brand loyalty. Instead, consumers are likely to buy more during the offer period and won’t come back for some time leaving brand owners with eroding profit margins.
Whilst there are a range of options available, some have their limitations. A temporary pack change or sleeve re-design can be time consuming and costly and may demand high volumes to justify the outlay. Innovators of on-pack vehicles Pyrotec detail how their image-enhancing Fix-a-Form multi-page labels can provide such a solution:
Giving the consumer a ‘feel-good factor’ is one way of encouraging repeat sales. According to a recent survey, one third¹ of all purchasing decisions can be influenced in the store prior to purchasing. Good news if opting for incentives in that case which means you really can win over your audience and let them appreciate the quality and value of your product! Collectable tokens or SMS text-to-win codes may be included in exchange for prizes such as cash, consumable products or holidays can present the dream of many to ‘win big’.
Long live the brand and whilst the brand is King, price still matters. Fix-a-Form multi-page labels offer additional space for money-off coupons, vouchers and targeted messages. The rest of the product range should not be a brand’s best kept secret so adding a cross-range message can increase your brand coverage and help to nurture long term sales.
¹Brand owner & Licensor Fix-a-Form International Ltd commissioned an independent study in 2007 entitled ‘Consumer Buying Behaviour Study’.
Stephen Moore, Fix-a-Form International Ltd, 20 December 2010
