The era of experiences: Marketing of Experiences

The marketing of experiences- also known as sensorial or experiential marketing – seeks to create bonds with the consumer through emotional concepts that humanise a brand. 

It is about reaching the "consumer’s heart" and creating a brand loyalty bond between the consumer and his/her relationship and experiences with the products.

And nowadays it isn’t enough just to have a good product!

A good product is something that is practically “taken for granted”; price has also lost power in the list of determining purchasing factors, times have changed and now it’s not about selling, it’s about betting on the consumer-brand bond that will allow for a long-term relationship and that will differentiate the product from the competition’s.

In order to work the marketing of experiences we need to “humanise” the brand and bring it to life. Know our consumers very well, what their daily life is like, their lifestyle, their needs beyond the product, advance their future needs, which means paying a lot of attention to the consumer and converting the product into a tool that not only fulfils its main aim but also offers him/her additional benefits.

Marketing professionals no longer speak about “normal consumers”, they speak about the Crossumer, a concept that defines the new consumer, more intelligent, more informed, more demanding, difficult to impress and who “passes the product barrier" looking for a purchasing experience.

In this sense the label can become another element within the brand’s marketing and communication strategy.

Much more than labels: different ways to interact with the consumer

• Aromatic labels:  Aromatic labels are an excellent option to incorporate standard or personalised aromas so that the label becomes a sensorial experience for the consumer.

• Thermo-chromatic labels: A fundamental help for some types of products given that, through the label, the consumer can know about – for example- the temperature of the product to be consumed. A good example of this type of label can be found in the label that IPE developed for FLOR DE VETUS, a label with thermo-chromatic ink that changes colour to indicate the ideal temperature to drink their wine.

• Scratch labels:  Scratch labels are another option to take into consideration if we are looking for experiences based on games, competitions, etc.. 

...... however, Interactive Labels  are ideal to create an experiences strategy around the brand as they undoubtedly offer many possibilities that can be included in the product and, through the labelling, a series of experiences that will establish a bond with the consumer associating a label with multimedia content that is highly realistic are undoubtedly a very powerful tool for the consumers to have unique product experiences.

An example of experience marketing:

The "most basic and simplest" label can also be used to create consumer experiences. Coca Cola recently announced its campaign called "Share a Coke" which will launch personalised labels in 32 countries.

In order to do so, Coca Cola compiled an average of the 150 most common names in each country.  The labels for all the names that don’t appear in the limited series can be ordered through a Facebook application. 

In this way Coca Cola seeks to get closer and to better connect with its consumers, undoubtedly a good example of experience marketing

IPE organises the 1st Art&Label Seminar: Incorporating emotions to Label designing

The 1st Art&Label seminar, organized by IPE Innovaciones Para Etiquetajes, S.L. was held the 1st of June in Barcelona and had the aim of gathering the main packaging design agencies in Spain to acquaint them with latest trends in materials and technology. 

In this first edition, the theme of the Seminar was aimed at creating emotions and sensations through the Label's design. In order to create this positive stimulus through the packaging it is necessary to know all the elements available at the time of the printing. That is why the seminar had an exclusive and prestigious group of speakers specialised in papers, inks, embossing and holography from the main European suppliers. At the end of the Seminar the attendants had a greater knowledge of how to combine these elements and make them form part of a label's design. 

The event also encouraged joint working from the start of the creation of a label's design in order to be able to incorporate these new graphic options. The result is innovation and exclusivity, as it is possible to combine the designer's knowledge as well as that of the final client and the printer. IPE Innovaciones Para Etiquetajes, S.L presented the concept  'Laboratory of ideas'. 

IPE Future: Creating Emotions through the Senses

IPE Innovaciones Para Etiquetajes, S.L believes that the future of Labels and Packaging lies in creating emotions through the the senses. When designing a label, the composition, materials, textures, shines and shapes are elements that must support each other to form a coherent and aesthetic whole capable of creating emotions.

The combination of materials, design and printing technologies allow creating labels that stimulate people and thereby create a sensorial relationship with the product.  Labels with pleasant smells, relief and special textures, inks and pigments which create spectacular sparkles and shines are some of the examples of the sensations and new experiences that the consumer can perceive with labels.

The future lies in offering our customers pleasant sensations, not only selling the product but also by creating a positive inducement linked to the purchase being made. 

Holographic effect Sleeve

Retractile sleeves labels are very attractive and striking and they are used to generate a modern, up-to-date product image, but when they have a holographic effect, the result is multiplied.

The holographic sleeve that IPE Innovaciones Para Etiquetajes, S.L. prints creates a colour beaming effect depending on the angle we look at the label, which creates a constant visual play on the different multicolour tones and lights, making the product stand out even more.

To create a holographic effect we can choose different beam shapes like: waves, stars, etc. Likewise, the holographic effect can be applied to certain parts of the sleeve or to all of it.

Labels with Stamping + High Embossing

When designing a label or packaging it is fundamental to use innovative materials and techniques that generate a visual impact . That is why IPE Innovaciones Para Etiquetajes, S.L has developed a special embossing that combines Stamping + High Embossing, to create a metallic effect with striking volume on the labels.

With the labels with Stamping + High Embossing, spectacular metallic effects are achieved with textures and sensations for touch and sight due to the large volume that the high relief creates in the stamping. It can be applied to letters or shapes to generate a visual impact or as an attention seeking point on the label.

Other options that IPE Innovaciones Para Etiquetajes, S.L offers to create volume and highlight certain areas of the label is the Volugraf, which generates a sensation of volume with the ink colour, whilst the  Stamping + High Embossing creates different metallic tones depending on the height of the print.

QR Codes on product labels

In its strive to offer not just a product but also a wide range of services, IPE INNOVACIONES PARA ETIQUETAJES, S.L has developed a new QR label codes assessment and printing service. The QR codes are bar codes that can be scanned by intelligent mobile telephones that allow for direct communication with clients as the code can be linked to the webpage, videos, download areas, etc.

These codes are very useful for advertisers, editors and brands as they connect the physical world with the interactive world, directing the user straight to a mobile Internet site. This is an efficient method to add interactivity to any printing means and especially for product labels, as the possibilities are endless!

A bottle of wine whose  QR code gives information about the cellar, year, wine tasting etc, a food product that aims at giving more information about nutritional properties, recipes or other product properties. Carry out promotions, competitions, the applications for these codes are never-ending and, with just one click, they take us to a website for mobiles. This saves time and avoids the frustration of writing complicated addresses on the navigator or dialling a 900 number.

In a world dominated by mobiles, QR code could be one of the most practical ways to transmit information and that’s why IPE INNOVACIONES PARA ETIQUETAJES, S.L invites you to take advantage of all the benefits that QR codes offer your product labels.

Labels with Micro Stamping

Many labels have stamping details applied to enhance or emphasise an element of the labels’ design.  In gold, silver, bronze or any other metal colour, stamping creates an excellent effect on labels. 

With Micro Stamping we go a step further in developing applications with stamping, as the delicate relief on the metal surface forms elegant and fine designs, attractive to sight and appealing to touch. 

The designs of the relief can be as varied as:  Leafs, drops, stars, branches, waves and even personalised to the customer’s requirements. 

Metal Silver Sleeve

Once more IPE Innovaciones Para Etiquetajes, S.L, through its brand Sleeve Direct, surprises us with this spectacular material that creates a metal effect, with which it is possible to cover part or the entire container.

In silver or in gold, the Metallic Sleeve is ideal for products that want to achieve a great visual impact on the store’s shelf, as its particular mirror-effect creates a differentiating aspect with regard to the other products on display.

IPE Innovaciones Para Etiquetajes, S.L, is noteworthy for its continuous search of materials and innovative technologies, providing the client with multiple options to create shocking labels.