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Packaging experts from around the UK recently met at an open day event hosted by label converter Denny Bros. Attendees discussed the future of packaging, brand visibility, product functionality and sustainability with contemporary packaging ideas covering food, pharma, household, DIY and public sectors.

The On-Pack Communication event looked at the production and supply of new packaging ideas, futuristic concepts and on-pack enhancements such as the multi-functional booklet label Fix-a-Form, manufactured by Denny Bros. The event also addressed branding, innovation and creative strategies that can help to maximize sales and achieve brand loyalty.

Keynote speakers Chris Penfold of Design Cognition and Chris Sherrard of Lilith examined how companies can meet consumer needs in an increasingly web-enabled world; and how effective brand loyalty can be secured through clearer, smarter and more strategic marketing.

Penfold addressed the challenges and opportunities that both consumers and the packaging industry will face in the future.

‘Not only will this emerging technology see the widespread use of mobile phone apps with packaging,’ he said, ‘but also the development of materials technology enabling possibilities such as moving pictures on packaging through the use of paper thin flat screens mounted on flexible and rollable substrates, which have already been developed by the likes of Sony, but are presently too expensive for use in packaging applications. It’s all on the horizon and it’s not a matter of if but when we will see these exciting initiatives in our shopping baskets.’

Chris Sherrard, a marketing strategist from Lilith, looked at brand loyalty across a range of market sectors. She illustrated how marketing communications, including on-pack, can contribute to loyalty and protect the future success of a brand. Speaking about the challenges brand owners face today, she said: ‘It is essential for brands to step back and take a strategic look at how their product or service meets customer needs. Marketing communications should reflect this relationship between brand and customer, and evolve in response to an ever-changing technological landscape and market conditions. The smartest companies will remain relevant and keep customers engaged, to come through these difficult times with optimism.’

Denny Bros experts detailed how to implement effective promotions on-shelf, include vast amounts of technical and legal information within the product offering, and how to roll out effective Customer Relationship Marketing (CRM) campaigns featuring promotions powered by unique numbering and SMS links to websites.

Denny Bros’ marketing director, Stephen Jarrold, said: ‘This event has made us all look to the future and see the endless possibilities that lie ahead. It will encourage packaging technologists to embrace emerging technology whether it is to launch a brand new concept or develop an existing idea – and do things in a more innovative way.

‘Denny Bros has always been at the forefront of technological change and we are keen to keep the ideas coming. Whether it is encouraging the use of apps within our multi-page booklets or recommending “crowdsourcing” using Facebook to design the next big thing in on-pack packaging – we want to be a part of it.’

Source: www.dennybros.com