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Are You a Brand Maker?
November 1, 2008 By: Mark Arzoumanian Official Board MarketsDoes using the word “new” make your products innovative? Absolutely not, says Alan Isacson, president and founder, ABI, New York City, a business-to-business marketing company. He discussed how to build sales by building brands at the Paperboard Packaging Council’s (PPC) Fall Meeting and Leadership Conference, held late last month in Orlando. Using this word is just refreshing a commodity, he told the 110 folding carton converting executives.
“Innovation isn’t about package printing, it’s about giving brands the competitive edge,” he states.
Eight years ago, Inland Container wanted to introduce its new litho-laminated containers. Isacson challenged the company’s approach, asking its marketing department employees what they really meant by using these words.
His concern was that an Inland salesperson calling a company and saying, “We’re introducing new litho-laminated containers” would be told to go directly to purchasing. Instead he recommended that Inland only use the word Inland, not container. It worked with ABI to develop ScoreZone advertising (www.inlandscorezone.com), which stressed in-store advertising and selling at the store shelf. When Inland salespeople called with this different approach, their current and potential clients wanted to meet with them to learn more.
“It’s all about moving brand off the shelf,” Isacson says. “This approach had significant traction.”
The challenge for folding carton converters is to provide packaging that makes their customers’ products the preferred brand, he adds, noting that what differentiates Corn Flakes is the packaging. By creating greater brand preference (convenience and sustainability are two ways to do this), you can help customers increase sales.
In-Depth Customer Knowledge—
Isacson also asked his audience if they really know their customers. Calling on just the president or vice president of sales doesn’t cut it anymore. You must know the purchasing agent, the packaging engineer, the brand management director, and the plant manager.
“Do you participate with key specifiers as a consultant or are you just asked to bid on a job?” he asked. “Today, quality manufacturing is a given. You’re a service company and printing is one of the services you provide. You also need to offer pre-sales consulting, field support, and package prototypes. Avoid packaging jargon; your customers want to hear about your assets.”
He also advised his audience to:
•Gain the competitive edge by linking to trends in society;
•Close the loop between marketing and sales;
•Demonstrate success through testimonials. Obtaining them from small companies can help capture sales with major corporations; and
•Make your presence on the Internet a very critical business priority. How’s your Website housekeeping? Show photos of your people doing their jobs. Promote elegance by staging the shot.
“Your best customer, or best opportunity, can visit your site at any time,” he states.
Commanding a Premium—
The following morning, Isacson held a brand strategy workshop. After defining a brand as a form of product identification that command a premium (no discounting allowed), he noted that successful brands align with specific customer needs and values.
“Brands grow strong as customers associate experiences and perceptions with them,” he says. “People relate to brands, they trust brands.”
And what are brand market drivers? They include:
•Greater turnover at point-of-sale;
•Convenience;
•Protection;
•Speed to market;
•Demographic appeal;
•Sustainability; and
•Emerging markets.
Isacson emphasized the importance of developing a value proposition when presenting new folding carton ideas. It makes certain that the correct message will be consistently communicated and forces you to determine who is making key decisions so that you can help them create a brand name that resonates with their customers. It’s all about articulating to the right person how your carton can make a difference, he stresses.OBM
