Effective marketing strategy in the packaging sector

Pack­ag­ing not only pro­tects the prod­uct — it is also a pow­er­ful mar­ket­ing and adver­tis­ing lever that influ­ences cus­tomers’ pur­chas­ing deci­sions. In this new episode of Sap­pi’s Blue Couch series, view­ers will learn what is meant by “pack­ver­tis­ing” and how brand man­u­fac­tur­ers can best present their prod­uct at the point of sale.

The way peo­ple make pur­chas­ing deci­sions in the face of over­whelm­ing choic­es is very com­plex. Sub­con­scious­ly, the brain is con­stant­ly at work mak­ing judg­ments based on sen­so­ry sig­nals such as the sense of touch, smell and sound. There­fore, in order to cap­ture the atten­tion of cus­tomers, man­u­fac­tur­ers should not only focus on func­tion­al­i­ty when select­ing pack­ag­ing mate­r­i­al, but also not lose sight of haptics.

So how do brand man­u­fac­tur­ers go about select­ing the right pack­ag­ing mate­r­i­al? How can pack­ag­ing trig­ger emo­tions in con­sumers? And what role does envi­ron­men­tal aware­ness play in this? Lars Schei­d­weil­er, Head of Pack­ag­ing Solu­tions at Sap­pi, and Olaf Hart­mann, Man­ag­ing Direc­tor of the Insti­tute for Sen­so­ry Mar­ket­ing “Mul­ti­sense”, talk about this in the lat­est episode of the Blue Couch Series. Among oth­er things, Hart­mann reports on an inter­est­ing exper­i­ment that shows what influ­ence dif­fer­ent sur­face struc­tures have on peo­ple’s behavior.