MONDAY, 16 JUNE 2008
Marketing: is now the time to spend on packaging, not advertising?
Writing for BrandChannel this week, Ted Mininni (president of Design Force Inc., New York) waxes lyrical on the advantages offered by packaging over advertising at a time when, as he puts it, it is no secret that most conventional advertising is not generating a good return. He explains:
"With consumers increasingly tuning out of mainstream media channels and tuning into their iPods, mobile phones and social networks instead, most advertising is going to a dead letter office. At the same time, consumerism continues to flourish. Shopping is a pastime ... and a team sport for Tweens, teens and young adults.Given that, within the European Union, packaging formats are not only highly suitable for Community design protection but -- particularly once the public is familiar with them -- ripe for Community trade mark registration too, Mr Mininni's message is one that consumer-focused businesses and their advisers should take to heart.
This brings us back to investing in packaging. Many marketers would scratch their heads and say that they already do invest substantially in product packaging. If that is so, why does a plethora of category packaging out there look so boring, so similar, so uninspiring? Remember that consumer packaging may be the only opportunity many brands have to “sell” consumers, since so much advertising is lost on them".
Posted by: Jeremy Phillips @ 18.36