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2008-01-13 Manufacturing
News
Packaging Products for Interactive Mobile Marketing Graphic Packaging launches Snap2C portfolio of paperboard package enhancements that integrate the promotional effectiveness of billboards with mobile technology.
According to Graphic Packaging Corporation, Marietta, Georgia, USA, through its wholly-owned subsidiary, Graphic Packaging International, Inc. (GPI), a leading provider of paperboard packaging solutions for a wide variety of products to food, beverage and other consumer products companies, imagine connecting with your consumers on a very personal level, creating more targeted and relevant marketing campaigns, driving higher conversion rates for direct response marketing and increasing brand exposure and awareness, all while maximizing your Return On Investment (ROI). Today all of this is possible with GPI's Snap2C* packaging products. Real time marketing and communication between brands and consumers is now possible at the point of product sale and product use. Using camera-equipped cell phones and interactive mobile technology, shoppers can scan on-pack graphics and codes to immediately access in-store promotions as well as download songs, videos, ring tones or special movie previews. Consumers can also participate in sweepstakes entries, loyalty program points, product surveys, event marketing, or get answers to product questions via this new form of mobile marketing. According to Charles Brignac, marketing manager of retail packaging solutions at GPI, "using Snap2C enhancements on product packaging creates a breakthrough in delivering promotional messages directly to consumers." "There are three billion mobile phones in the world. There are 2.5 times more cell phones than Internet connections. This means today's consumers of all ages increasingly use mobile data communication for quick and easy access to information. For example, Verizon Wireless has announced that its customers sent and received over five billion SMS messages in September, a record for both the company and the U.S. mobile industry," Brignac said. April 2007 data from M:Metrics shows that millions of consumers are already using cell phones to access weather and traffic reports, maps and directions, to find restaurants and local businesses, and to check movie times. Given the growing usage, 89% of major brands are planning to include text and mobile messaging in their marketing programs, and approximately half of these will spend 25% of their promotional budgets on mobile marketing (e- marketer 2007). Applying Snap2C mobile marketing enhancements "outside of the box" adds innovation value to conventional carton graphics and excitement to the shopping experience. Added to all retail packaging, this integrated technology can effectively position and differentiate premium food, beverage and electronics brands, preview entertainment media, and provide over-the- counter healthcare information, beauty product tips and even assembly steps for home improvement and consumer goods. "These packaging applications are only the beginning of what is possible with the new marketing channel," Brignac said. * Trademark of Graphic Packaging Corporation. GPI provides companies with innovative packaging solutions designed to
deliver marketing and performance benefits at a competitive cost and also
offers customers paperboard and packaging machines as an integrated solution
or separately. Read a recent press release about -
. New Plastics Packaging Containers
for Spanish Tuna Ready Meals
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