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| This is truly a wonderful label - Douglas E. Castle |
Using Labeling (on packages, inserts, follow-up mailers, alerts, updates, coupons, sweepstakes, referral bonuses, prize giveaways, boxtops, and the like) is an underutilized and understated marketing and branding tool. When using labeling for these purposes, we Mad Marketing Mavens utilize the descriptive Lingovation "INFOTRATION" -- it is a hybrid term which melds together providing information and infiltrating the mind and defenses of your existing or prospective customer or client. It is also proof positive (for those who require this) that print media is still alive, well and useful.
The article excerpt which follows appears courtesy of SmartBrief. It is a contrarian choice of example because it actually talks about misperceptions, confusion and potential harm done by poor labeling of food labels. These labels are provided in compliance with disclosure regulations, but could actually be used to help sell the products. Please review the article, and then hit the "BACK" button on your browser to return to The Mad Marketing Tactics Blog. Thanks in advance.
- Nutrition labels confuse 59% of consumers, Nielsen says
In an online Nielsen survey of 25,000 consumers in 56 countries, 59% of respondents said they find nutrition labels confusing, and 78% said they are trying to lose weight by dieting. "Consumer-friendly nutritional labeling can be a powerful marketing tool as consumers are hungry for easy-to-understand information," said James Russo, Nielsen's vice president of global consumer insights. FoodNavigator (1/24), Packaging Digest (1/24)
Packages that reward the consumer for mailing in "x" number of proof of purchase labels still promote brand loyalty and ramp up sales. Packaging that includes coupons, sweepstakes entry forms, suggestions (or recipes), club memberships, and free giveaways are perceived as representative of better companies than those which don't incorporate these terrific extras.
In labeling and packaging, don't miss a single opportunity to sell more product, build brand loyalty, gain referrals (with rewards programs) and build your marketing muscle.
Douglas E. Castle
p.s. If you've not already done so, please visit The Twitterlinks Hubspot Blog to find a list of wonderful Twitter Feeds on a wide variety of topics which may be very worthwhile to follow. Each Twitter feed stream incorporates a flow of information from a variety of interesting and diverse sources on a specialized topic. More information = better perspective = better decisions.
#MadMarketing
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