On October 10th were staging an essential seminar: Putting Packaging At The Heart Of Your NPD.
As you know many new products fail because they just don’t get the trial [let alone the repeat purchase] to reach the sales hurdle rate.
New product introductions [both in-store and off-screen] are all about try me and buy me …. again and again, and we have to be way ahead of the pack to stand any chance of success.
So the theme of the day will be how really good packaging can create tomorrow’s iconic products to deliver sales over and over and over again.
We will deep-dive into newer brands like Illy Espresso and Pom as well as familiar brands such as Ferrero and Absolut to see how to create visual equities that sell and sell.
We’ll be hearing directly from the marketers at Cravendale, Birdseye, Cold Press and others about how they created award winning innovations using a killer combination of packaging and process, and one of the world’s busiest packaging expert Andrew Streeter of Datamonitor Pack-Track has agreed to chair our meeting.
He’s drawn together a top team of gurus and case studies to motivate and inspire us.
Book now and take advantage of our discount rates. See below for details.
CHAIR’S OPENING REMARKS – WHY PUT PACKAGING AT THE HEART OF YOUR NPD?
Andrew Streeter | Global Head| Pack-Track Datamonitor
• Packaging trends worldwide, what we can learn and apply from global and local brands.
• How packaging can literally drive positioning.
• How to gain massive benefits at moderate costs; using innovation to stay ahead of the pack.
• Getting beyond graphics, how structural innovation can capture enduring visual equity.
• Maintaining innovation in turbulent times.
CREATING PACKS FOR THE FUTURE SHOPPER
Joseph Robinson | Director | Conlumino
• The global economy and shopping today and tomorrow.
• How, why, when and where consumers are shopping for food & drink.
• Lifestyle trends and retailing of the future.
• Packaging and the new savvy shopper.
WHEN OUR PACKAGING SUCKS – WEB-CLIPS AS A POWERFUL RESEARCH TOOL
Alistair Vince | Chief Tinkerer | Watch Me Think
• When our clever packaging ideas fall apart in consumers’ homes. Click here
• Understanding the occasion, not just the product. Click here and here.
• Learning from the packaging adaptations.
• Testing with first time users and with category fans.
DISRUPTIVE + REASSURING- USING PACKAGING TO HARNESS THESE TWO FORCES.
Max Spiegelberg | Brand Director | Bloom
• How to use packaging to disrupt, cut-through and standout.
• How to follow packaging conventions to reassure.
• How to strike the right balance between disrupting to create noise and following convention to reassure.
• Structure + Colour + Iconography + Typography = Winning New Products.
• Brands that got it right and brands that got it wrong.
CREATING INCLUSIVE PACKAGING
Helena Rubinstein | Social Psychologist | University of Cambridge | Co-Author of The Seven Myths Of Middle Age
• Post kids, empty nesters and beyond – including the later life stages.
• The ‘positivity’ effect.
• The importance of wisdom and experience.
• We feel and shop 20% younger than our real age.
ENGINEERING PACKAGING STRUCTURE TO ENHANCE BRAND EXPERIENCE WITH CONCEPTUAL PROFILING.
Sergio Bititsios | Director Packaging and Design | MMR Research Worldwide
• Why consumers should be on the new packaging development team from the outset.
• How pack, promise and experience line up to drive purchase again and again.
• Conceptual profiling = Functional + Emotional + Sensorial.
• Learning from other categories.
PLUS AWARD WINNING PACKAGING CASE STUDIES
THE CRAVENDALE BENDY BOTTLE
Sophie Macaulay | Marketing Manager | Arla Foods
BIRDSEYE RICE FUSIONS
Rob Barnes | Marketing Manager | Birdseye Iglo
COLD PRESS FRUIT JUICES
Andrew Gibb – MD Cold press
PLUS MORE CASE STUDIES TO BE CONFIRMED.
• Three table team brainstormings so you can work with peers on how to take forward your new ideas.
• End of the day Q & A … a chance to pose your questions to the panel of experts.
• A chance to win a Magnum of Finest Champagne.
Staverton Park Conference Centre, Daventry, Northants.
Directions are on the Staverton Park Website
Doors open for early birds: 8:00 am
Breakfast for all from: 8:00 am
Seminar begins: 9:00 am
Coffee/Buffet Lunch/Tea: TBC
Seminar finishes: 4:45 pm latest
£450 + VAT.
(Don’t let the low price fool you, we’re a non commercial best practice club and run the best attended seminars in the industry).
10% early bird discount if you book on before the end of July!
20% discount for booking two places at the same time.
30% discount for booking three places.
For more information on the seminar click here.