Consumers becoming ‘super-savvy’ when it comes to shopping, the world running out of resources and climate change are just some of the topics discussed by experts from around the UK who attended the Denny Bros Open Day 2013 event, during May. The conference Promote, Pack and Inform focused on innovation, product functionality and sustainability.
Speakers included Ed Gray from VCG, a fixed fee promotional risk management provider, who explained that we have become a society of ‘extreme couponing’ in a recessionary climate. He looked at what can go wrong when companies use social media options as part of their ongoing CRM strategy. ‘While social media exposure can enhance a brand it can also cause it extreme damage if a promotional idea goes wrong.’
He advised brand managers make sure their promotions are as secure as possible from fraud and abuse and to use Unique Random Numbering (URNs) where possible for this reason. He also recommended keeping sights on promotional profitability rather than high redemption rates which can mean an overall loss for the company; and to consider insuring the promotional risk with companies offering fixed fee cover.
He advised brand managers to consider insuring the promotional risk with companies offering fixed fee cover.
Mark Shayler, MD of Tickety Boo, a global expert in eco-friendly packaging, discussed how manufacturers can work within green constraints.
He also looked at packaging reduction in terms of logistics; moving to more sustainable raw materials and new ways of packaging bulk consumer products – like carbonated drinks.
Stephen Jarrold, Marketing Director of Denny Bros said: “What we believe to be normal now in terms of packaging will be very different in the next 10-20 years. We will change the way we keep customers safe, informed and engaged. Multi-page labels like Fix-a-Form will help to do this by communicating unlimited messaging.”
Denny Bros Ltd
Nicola Salisbury or Paula Armstrong
Tel: 01284 701381