While it may seem that big brand success is an instantaneous and almost magical occurrence, the truth is that many different variables affect a company’s success or failure. These variables require time to measure the consumer’s reaction- the two key variables being relevancy and engagement.
A company must be aware of their consumers. This means brands must constantly be up-to-date with the consumer’s wants and needs. These trends help a company mold their way to perfection. If a company cannot maintain a relevant attraction to their consumers it will be left in the past. To avoid getting timeworn, companies such as Coca-Cola constantly campaign world-wide.
Coca-Cola continues to sell over 3,500 products to 200+ countries by creating new campaigns that the modern consumer can relate to. In 2012, Coca-Cola’s “Move to the Beat” campaign targeted the 2012 Olympics in London while it’s “Share a Coke” program targeted Australia.*
These different campaigns have helped keep Coca-Cola in business for 127 “years of happiness” with current revenue of $48 billion.**
Full Circle Feedback
Social media has created an open door for brands such as Coca-Cola to engage directly with their consumers on a more personal and even emotional level. Sites like Facebook allow people to give their own opinions and thoughts on the current campaigns as well as giving brands a clear-cut overview of the reaction to their products and campaigns.
In order for this connection to the consumers to be beneficial, it must be an engagement or interaction- a full circle of feedback. Successful brands not only connect via social media content, but also respond to the demands and reactions of their consumers. Over the summer of 2012, Coca-Cola launched its “Share a Coke” program that put 250 of the most popular British names on their labels and also sent out a tour to allow people to personalize their own bottle.***
Without digital printing, Coca-Cola would not have been able to connect to their consumers in such a personal and engaging manner.
Connecting Back to Digital Printing
How can digital package printing help companies attain these elements of success? Brands must take action in their print quality, supply chain, and environmental awareness.
The consumer notes a brands print quality during two vital moments. The first time a consumer is attracted to a brand’s print quality is when the product is on the shelf. Products whose graphics are high-resolution and color-appropriate catch the eye of the consumer as they make their hurried way down the retail aisle. If the design is executed properly and stands out to the consumer, this leads to trial or purchase.
The second time the print quality affects the consumer is the when the product or packaging is in use. If the high-resolution quality of the graphics benefit to the consumer’s experience, it can lead to the consumer’s decision to repurchase. This is the moment where businesses expand or diminish. Digital printing, especially HP Indigo printing, can attract consumers to purchase and continue purchasing products of brands like Coca-Cola, Yankee Candle, and Hobby Lobby.
The current analog supply chains cannot maintain relevancy in today’s modern society of social media and advancing technology. These chains are struggling on an annual basis to meet the demanding changes of their consumers while managing color separations, color management, print tools, and on-site press approvals.
Unlike the current analog supply chain, digital package printing doesn’t have to compromise for relevancy. In order to achieve this, however, companies have to consider digitalizing their workflow and logistics system handling as well as their printing press. This allows a company to move products quicker and more efficiently.
Companies are learning the financial sensibility of offering personalized products using HP Indigo digital print workflows. Heineken, Kimberly Clark, and Coca-Cola are currently using this technology in the worldwide market.
Digital print workflows also lead to a shorter inventory cycle because it allows for a 48-hour turn around. This two-day cycle means no carrying costs with a timely delivery as well as that remnant costs can be cut drastically- as much as 30 percent of total packaging spend at times.
Environmental concern is a major interest in today’s society. A company can reduce their impact on the environment by switching to a digital workflow. An analogue press creates a hefty stream of waste by discarding print tools and producing an accumulating mass of waste during SKU change-overs. Under the proper operational functionality, a digital operation produces only 3-5 feet of scrap compared to hundreds.
A reduction in the inventory of remnant materials means less waste to be sent to landfills or incinerators. Waste reduction means a smaller carbon footprint.
The Overall Importance
Companies must maintain a relevant and engaging connection with their consumers- which cannot be maintained through slow analogue supply chains. While not keeping up with today’s social media, these chains are also losing financially in their print quality and annual demand of change. Without appropriate eye-catching designs and environmentally-aware brands, companies will not attract a consumer to purchase and re-purchase their products. Companies everywhere are realizing that digital package rinting can ultimately be a catalyst to a brand’s success.