QUESTION TIME
The FMCG sector is so crowded it is a challenge for products to stand out on the shelf; interacting with the consumer is quickly becoming an important toolr
shift to new media outlets. Today, it seems that if your company is not using social media or providing information in interactive formats, you're at risk of falling woefully behind the competition and missing out on significant opportunities to engage thousands (if not hundreds of thousands) of potential customers. Marketing and creative
penetration from 9 per cent to 11.2 per cent (Kantar Word Panel) in 2011, it’s evident that increased shelf stand out and the engaging initiatives on pack have resulted in an uplift in brand awareness and sales. In 2011, we deployed a strategy
that focused on delivering two key elements. The first was to provide a hub of engagement for the brand and secondly, to create an engaging platform from which people could share in the world of Tyrrells. The combination of both aimed to deepen the relationship consumers have with the brand. In terms of creating a new ‘hub
of engagement’, we relaunched our website in 2011. The move meant that we focused more on creating content for people to engage with rather than simply providing product news. The site was a landing pad from our packaging as it contained the
entry mechanics to the consumer programmes we staged on our packs. We also developed our first ‘instant win’ website game ‘Field of Dreams’, with free Tyrrells awarded on a daily basis along with a monthly grand prize draw. The second strand of our digital
programme was to create a platform from which consumers could share in the rich experience of the brand. We did this by significantly increasing our focus on Facebook. As a result of this focus, we increased our following from 1,500 people at the beginning of the year to 14,000 at the end of the year (and continuing to grow by 1000 / month).
MARCELO BUSTAMANTE Director, Amstore
Businesses, both large and small, are undoubtedly benefiting significantly from consumers
THE EXPERTS... NIR ALPER
WEGRZYN FOUNDING PARTNER, BRANDOPUS
Nir is the founding partner
of BrandOpus. Nir’s career started in advertising and ended as board account director at Lintas. In the design and branding field, Nir spent 10 years as managing director at JKR, working on such brands as Mars and Heinz.
EROGLU GLOBAL SENIOR BRAND DEVELOPMENT MANAGER, MAGNUM & CORNETTO
Alper Eroglu is global senior brand development manager and leads global digital and social media programmes for Magnum & Cornetto brands at Unilever. Previously, Alper worked as regional brand development manager, leading innovation and communication.
OLIVER
RUDGARD MANAGING DIRECTOR, TYRELL’S CRISPS
Oliver Rudgard
has been Tyrrells Crisps’ marketing director since November 2010. Previously he was seasonal category director at Cadbury. Prior to that he worked at Unilever as senior brand manager for Magnum.
MARCELO BUSTAMANTE DIRECTOR, AMSTORE
Marcelo Bustamante bought into
Amstore in 2005 when it was an acorn. He went on to become the managing director. Marcelo started out as a courier for one of the worlds largest printers and progressed to to a sales manager, and then at 28 to a business owner.
packaging agency Amstore saw a gap in the market and created an innovative new product, VideoPak, that fuses AV technology with bespoke printing – in the process offering up a brilliantly simple but fresh marketing tool. This new form of advertising delivers key messages in a much more memorable way, making it more effective than the average still image and copy. After years of working with
numerous global clients including Coca-Cola, Motorola and Cravendale, VideoPak believes interactivity is one of the most powerful tools in the modern marketing mix, and having a multimedia-marketing product like a VideoPak is one of the most effective ways to engage the consumer. There are numerous benefits of
using interactive marketing through the FMCG industry, but with so many cluttered fixtures, it is imperative to make your product stand out. To do that you need to be easily recognisable, and this is where engaging, interactive marketing materials provides something more exciting, more appealing that leads to increased brand recall. VideoPak saw this first hand
when working with popular milk brand Cravendale. They were
commissioned to create a VideoPak for the company’s biggest campaign to date, which involved linking with Disney’s The Muppets Movie. By combining the classic print and packaging side of promotion with the modern day digital influences, they created a unique take on the standard press release. The final product received national acclaim from print and online journalists, including some of the biggest newspapers in the country, as well as being the sole focus of a feature in The Metro. With the birth of YouTube and
Vimeo, video has quickly developed as one of the preferred consumer mediums and shoppers are becoming more tech-savvy by the day. They are always looking for something different that is unique from the average advert or marketing strategy. By utilising a marketing tool that is interactive and engaging, brands are getting closer to their consumers and helping create increased brand affinity. Engaging consumers quickly
and interactively should to be at the top of every forward-thinking company’s agenda. On the whole, consumers have little time to digest marketing messages, so grabbing their attention and standing out in heavily saturated market places is key to generating and maintaining a healthy brand proposition.
Our panel of key FMCG insiders are experts in their fields and have experience in marketing, growth, NPD and technology. If you would like to be a panellist in a future issue, email:
lauren.cowan@
onecoms.co.uk
22 | FMCG News |
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