GIVE BRANDS A BOOST WITH CROSS MARKET INGENUITY
In the age of digital printing, retail space comes at a premium. Small, agile brands can position themselves inches away from the biggest names in the industry, using creative designs and specialized value propositions to catch the eye of new customers. A brand’s marketing strategy is everything in the modern age, and digital printers who make their packaging an essential part of that strategy position themselves as a reliable, long-term partner. The digital printer who takes it even further by offering that same level of support across any type of packaging becomes more than just a vendor. They have now become a true packaging partner that brands can turn to for any job.
Cross market ingenuity (CMI), the practice of offering specialty finishes across a wide range of print applications, helps digital printers graduate from vendor status to valued brand partner. Whether a digital printer offers different types of packaging or coordinates with a brand’s other packaging vendors, carrying a wide range of specialty finishes sets them up as an invaluable asset to brands who need to make an instant impression. Printers who focus on CMI can offer brands a whole host of benefits:
- Increased branding consistency between applications
- Boosted consumer familiarity to drive sales
- Instant distinction between different product lines
While this is far from a new concept in the marketing world (most brands create visual distinction between flavors or product lines), including a specialty finish in the marketing strategy adds new dimension to packaging and connects with the consumer in a way no printed design can. Perhaps most importantly, it is a sure way for digital printers and converters to stand out from the competition and capture more of the market.
EXPLORE THE POSSIBILITIES IN PRINT AND PACKAGING
Let’s look at how CMI could be used in practice.
Anna’s Scents is a boutique brand that focuses heavily on essential oil-infused products. Its high-quality scents are central to its value proposition and the selling point for consumers, but the brand is struggling to translate scent into their packaging in a natural way. Anna’s Scents wants to start by focusing on its two best-selling scents, Rich Vanilla Spice and Cozy Brown Sugar. The company wants to apply the same finish to a range of packaging types to maintain brand consistency for each scent.
With this strategy, the new branding for Anna’s Scents might look like this: A luxurious soft-touch finish is assigned to Rich Vanilla Spice, while a rugged sandpaper finish is assigned to Cozy Brown Sugar. The company seeks out vendors that offer the desired finishes to ensure every application reflects the new branding:
- Folding cartons housing scented bath bombs
- Labeled jars filled with scented candles
- Stand-up pouches with fragranced bath salts
- Sachets with individual lotion portions
- Beauty boxes with samples for each product
The list goes on and on. Using CMI, Anna’s Scents can ensure Rich Vanilla Spice is always associated with a velvety soft texture no matter the product type. In the same way, Cozy Brown Sugar is always accompanied by a gritty, sandy finish. The company decides to partner with two vendors: one for cartons and boxes and a second for flexible packaging and labels. In both cases, the printers were chosen specifically because they offer the finishes Anna’s Scents needed.
Digital printers who embrace the power of CMI gain an unbeatable edge over competitors that can elevate them to the position of a true brand partner. By staying keen on industry trends and listening to feedback from brands, printers can ensure they are always positioned to support their customers and gain new business.
WANT A FREE SAMPLE KIT?
If you’d like to see a physical sample showcasing CMI, fill out the form below. We will ship you a free sample kit that demonstrates how one finish can be used across a range of applications to create a more coherent brand presence.
