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The Basic Message—From Sample to Brand Fan
By: Jeff Falk
Posted: May 4, 2011, from the May 2011 issue of GCI Magazine.
page 3 of 6
Lockyer: With so many sampling technologies and high-quality production methods available, it is always possible to deliver a creative sample for any brand or product. Notable new technologies from Sampling Innovations include: Imagin, a credit card-sized spray of fragrance suitable for magazine insertion; Versa Label, a fragrance label with applicator; Castelberg, customized scented technologies; and Colorkiss, which conveniently applies directly to the lips.
However, the biggest breakthrough in recent years has been the improved ability to accurately deliver samples to a specific target audience. A vast choice of distribution methods exist, many with incredibly advanced targeting capabilities, which reduces waste and significantly increases return on investment.
GCI: How have branding opportunities in sample packaging evolved over the past year?
Martin: Directly mimicking the retail package is very hot right now. It had dropped off but is now a very busy portion of our business. We also have a line of scented elastomer products that are very hot right now, which, again, are directly related to the brand by design and scent.
GCI: Brand owners like their sample packaging to be versatile. What are some of the innovations in sample packaging that allow brand owners to more effectively share their brand and product stories and most effectively deliver samples?