Efficient and cost-effective solutions for theme marketing

The partner of Marzek Etiketten + Packaging from Traiskirchen, Austria, Dr. Johannes Michael Wareka, sees packaging as the most efficient communication medium between producers and consumers. At the POS and even more so afterwards - at home in the bathroom, on the shelf, in the fridge and during actual consumption, the packaging is constantly having an effect. The packaging should encourage consumers to buy and, above all, to repurchase the product or brand. brands are created through communication and packaging plays a very important role in this. Product perception is decisively influenced by the outer packaging - "that's how clothes make the man!" Labels are not just two-dimensional stickers. They can have a positive influence on the overall image of the packaging thanks to high-quality finishing and graphic appeal. The beer label of the Sonnenwende strong beer shows how high value can influence expectations. The label and seasonally limited range of this specialty make the product attractive and desirable."Organic" is perceived differentlyPackaging doesn't just have to be attractive - it should represent the content as authentically as possible. It should give the consumer the right impression of quality and value and thus fulfill the communication function optimally. In the eastern export markets in particular, Michael Wareka has found that organic products, for example, are communicated completely differently than in central European latitudes. In contrast, organic products in Moscow or Beijing are marketed as luxury goods. Instead of using uncoated paper, gold foil embossing is used on coated paper to emphasize the luxury character. Doing the right thing always means knowing the market and its particularities.An eye-catching splash of color that packs a punchLabels are not only used for actual identification. For Dirk Meinhardt, Sales Manager at Birkhäuser + GBC AG in Reinach BL, even the smallest labels convey a clear message. With the "Miini Region" seal of quality, the retailer Coop promotes regional added value by supporting regional products, farmers, processors and suppliers. This promotes independent, high-quality products that meet customer demand for regional products. The resulting differentiation from the competition and an additional image boost for the customer are included.Themed label designed to be particularly attractiveFor Dirk Meinhardt, it is not just the choice of material, printing and finishing options that determine the success of a seasonal label. For him, close cooperation with the client is crucial. It is important to find out the preferences and starting points of the target group during the development process. Theme-specific labels that are applied to existing packaging must communicate the seasonal message, correspond to the theme and be focused on the target group Once the content, form and value of the promotion have been defined, the label professionals at Birkhäuser + GBC come up with design solutions. Different printing and finishing techniques are used depending on the value of the product and the campaign. Which finishes are used depends on the design, product, promotion and sales channel. The decisive factor for success is the interaction of all those involved and a clear focus on the preferences and needs of consumers.Overall package decides top or flopSeasonal promotions are a great opportunity to generate additional sales. However, they also harbor the risk that the intended goals cannot be achieved due to a lack of preparation. In the worst case, the brand itself can be damaged by an unsuccessful promotion, which is why it is essential that everyone involved pulls together and aligns all activities with customer needs. Careful planning and sufficient lead time are basic prerequisites for successfully implementing promotions.