In an era where brands constantly seek innovative ways to engage their audiences, connected packaging has emerged as a game-changer. By turning ordinary packaging into interactive experiences, brands can captivate consumers, gather valuable insights, and foster loyalty. But how do you launch your first connected packaging campaign? Here’s a comprehensive guide to get you started.
1. Set Clear Goals
Start by setting clear goals for your campaign. Are you aiming to increase consumer engagement, collect data for future marketing efforts, or drive sales and raise brand awareness? Having clear, measurable objectives will guide every decision, from design to execution. For example, a beverage brand might aim to increase customer loyalty by offering QR codes that link to exclusive rewards or discounts.
2. Gather the Right Resources
Next, gather the right resources. A connected packaging campaign requires collaboration between various teams, including packaging designers to integrate connected elements, content creators to develop engaging digital experiences, and technology partners to ensure smooth functionality. If you’re new to connected packaging, partnering with experienced agencies like Appetite Creative can simplify the process.
3. Plan a Realistic Timeline
Mapping out a realistic timeline is critical. Launching a campaign involves multiple steps, from concept development to design, production, and testing. For example, you might spend 1-2 weeks brainstorming ideas, 4-6 weeks on packaging design and manufacturing, 3-5 weeks developing digital assets, and 2 weeks testing to ensure everything works flawlessly. Building extra time for adjustments ensures a stress-free launch.
4. Deliver a Seamless User Experience
Focus on delivering a seamless user experience. Ensure QR codes or NFC tags are easy to locate and scan, make the digital experience mobile-friendly, and test thoroughly to eliminate any friction points. For instance, a food brand’s connected packaging might lead users to a virtual recipe book that’s intuitive to navigate and provides valuable content, enhancing the consumer journey.
5. Track and Optimise Success
To track your campaign’s success, monitor metrics like engagement (number of scans), conversion rates (actions like sign-ups or purchases), and consumer insights (patterns in behaviour). Analytics tools provide real-time insights, helping refine your strategy even after launch.
6. Iterate and Improve
Connected packaging campaigns don’t end at launch. Collect feedback, monitor results, and optimise for future initiatives. This iterative approach ensures your efforts evolve and remain effective over time.
Learn More About Connected Packaging
For even more insights and actionable strategies, check out Jenny Stanley’s book, where she explores connected packaging’s potential to transform consumer engagement. Packed with expert advice and case studies, it’s a must-read for any marketer aiming to innovate in this space. Order your copy here today!
