How it works:

1. You post a status update to share information which could be anything from announcements, product releases, promotions, or just news articles straight from your Company Overview page.
2. Your status update is then posted directly to each of your followers’ homepages where they can comment, like or share your update with their entire network. (Companies will need to be very active and provide interesting and relevant updates to their followers to really reap the full benefits of this feature.)
3. You can also monitor engagement metrics of your posts to see what type of posts best work for your business goals and through this analysis you could optimize your conversations.

This feature could generate lucrative leads to companies that use it smartly and also acquire a loyal clientele.

You can learn more on how to set up your company page effectively to best benefit from this feature by studying the How-To Guide, for all the do’s and don’ts.

The panel included:

• Brain Ferns – Y&R Touch, Creative Director
• Adelle Wapnick – MD, Creative Strategist, Cross Colours Consultancy
• Nathan Reddy – CEO of Grid Worldwide Branding and Design
• Bill Marshall – MD, Syndicate Graphics (Pyt) Ltd
• Janet Kinghorn – Creative Director, Coley Porter Bell South Africa
• Brian Steinhobel – Steinhobel Group of Companies

“Packaging plays an important role in the marketing mix of today. It doesn’t matter how good your advertising is, the last hurdle to purchase is and always will be the allure of what is on the shelf and whether hands will reach out and guide said item to the shopping trolley”.

The interesting points from the morning debate include:

Brian Steinhobel – Steinhobel Group of Companies

• The power of packing is never to be underestimated – it is extremely important.
• The way a product feels is also as influential as the way it looks.
• Packaging design must be careful not to over shoot in its packaging design as consumers mostly know what they will purchase before they get to the shop.
• Progressive and technology consciousness are the characteristics of great designer in packaging.

Adelle Wapnick – MD, Creative Strategist, Cross Colours Consultancy

• Carrying out the brand strategy should be reflected in the packaging.
• Use all mediums to show branding/packaging – online and print should be the same.
• Take into consideration the product and the consumer and how it all fits in together.
• The marketer is the most critical person in the mix in order to understand the dynamics of engagement, budget, target market – he/she is the custodian of the brand.

Janet Kinghorn – Creative Director, Coley Porter Bell South Africa

• Breaking down the user is important in packaging – for example gender, or age of the user (done to relate to the consumer).
• Packaging must be tactical – when someone walks down the aisle, you have literally 2 seconds to grab the consumers attention.
• Simplicity is key in packaging: focus on creativity and avoid focus on constraints (e.g budget).
• The Marketer should communicate and make the designer understand all the portions of the business and the product.

Nathan Reddy – CEO of Grid Worldwide Branding and Design

• New trend: Bio-degradable packaging – for example Puma campaigns with shoe packaging and t-shirts.
• Use of initiatives such as bio-degradable packaging is gaining popularity among consumers.
• Consumers are generally prejudiced so you have to mix beauty and intelligence in your packaging.
• Brands fight for product positioning through their packaging to differentiate themselves from the competitor.
• Clever brands are looking at new ways of packaging to their consumers.
• Consumers are now more conscious: thinking where a product comes from and where it is going.

Brain Ferns – Y&R Touch, Creative Director

• The story of the egg: everyone understands what it is and where it comes from, therefore product packaging should aim to catch the eye of consumer and he knows what the product is.
• Create packaging that goes back to the basics – simple, innovative and works.
• Packaging has to match the product – there has to be a fine balance.
• Talk and engage with the ‘above-the-line’ department in order to get the packaging right.
• Best packaging considers new trends in the market (keep it fresh) and works around the constraints.

Bill Marshall – MD, Syndicate Graphics (Pyt) Ltd

• Understand the technology that your packaging will use consider all constraints.
• Test your boundaries in your creativity – always ask “Why can’t I do this”.
• Every aspect part of your packaging must match your brand positioning and brand strategy.
• Packaging is very diverse and designers should challenge the way the consumer thinks of the product.

Look of for the next Journal of Marketing Debate: “Squawking About Winning Advertising”.

Date: Thursday, November 4

Time: 7:30am – 12:00pm

Location: Michelangelo, Sandton

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