Walk down the aisle of your local grocery store and chances are you’ll see it. The 2011 “Share a Coke” campaign put 250 different names, titles and other expressions on their coke cans in an effort to personalize a rather mundane product.
The goal? To catch the eyes of customers while they shopped and increase sales over the summer period.
The campaign was a success. 2011 was the most successful summer for Coca Cola with a 7% increase in young adult consumption. Traffic to the website increased by 870%, Facebook fans grew by 39%, and the brand received stellar feedback from consumers. Based on this success, the company launched over 2 million different bottle designs to continue to capture the interest and excitement of the campaign.
The key to their success? Variable imprinted labels and personalization.
Dealerships do it. Sweepstakes do it. Even beverage companies do it. Marketers across all industries are using personalization to catch the attention of their target audience.
This strategy works because:
The struggle is finding a way to use your labels to connect with large audiences on a personal level.
In a crowded market, how do you find that unique selling point that makes your product different than the rest? How do you keep them coming back for more?
In this seventh installment of our Stand Out Series, we’ll show you how companies have used their labels to drive the bottom line.
Here are a few examples you can use to glean inspiration.
Dale Carnegie said, “a person’s name is the sweetest sound.”
People love hearing the sound of their name. It means they’re being spoken to one-on-one. They’re getting something uniquely special meant just for them.
Personalization is often used by brands to generate a keepsake item.
No matter the item, brands often use personalization to connect on a more intimate level with their consumers.
The goal of personalization is to promote sales. To drive repeat sales, many brands offer exclusive information via their labels to encourage buyers to make a purchase. Here are a few classic examples:
Another form of personalization is using variable images. These are ideal for seasons, sports, or limited edition products.
Here’s how some brands are using them.
With the advent of digital printing, label personalization is more affordable than ever. The benefits are extraordinary. Need proof? Just look to the many companies currently incorporating personalization into their product designs and marketing campaigns.