Package Design - May 2014 - 4

FROM THE EDITOR

BY LINDA CASEY
11262 Cornell Park Dr.
Cincinnati, OH 45242
EDITORIAL DEPARTMENT
EDITOR-IN-CHIEF

Self Evaluation
and the Selfie

C

ould mobile be the key to bringing brands and consumers closer? On
page six, we feature an infographic from IBM's Global Business
Services, which shows how high-performing CMOs are closing the
aspirational gap by providing more integrated customer experiences.
The three marketing behaviors, the researchers found among the most
successful of the more than 500 CMOs from 56 countries and 19 industries
worldwide, are 1) using advanced analytics for a deeper understanding of
customers, 2) designing rewarding customer experiences and 3) capitalizing
on new technologies to deliver experiences efficiently.
One of the most effective new technologies is mobile. A staggering 94% of
marketing leaders interviewed believe mobile will be key for future success.
Many brands are already making mobile part of their package design strategy.
It was also part of the most dramatic packaging I can remember for
McDonald's, when it introduced QR codes on its foodservice packaging in
2013. I say this, even after seeing some amazing premium foodservice
packaging from the fast food leader during Mark Carlson's closing keynote at
this year's American Packaging Summit.
Regular readers may also recall the article on leveraging mobile and social
in package design to pave a way to consumers' hearts in the March 2014 issue
("Winning Ways," page 18 of March 2014 of Package Design). But with the
selfie phenom at fever pitch (and who can deny the selfie has reached mass
adoption when Ellen DeGeneres is using it for a product placement during the
Oscars?), should marketers, brand managers and package designers be
rethinking the importance of package designs in the marketing mix?
During my interview with Sean Lilly Wilson, president of North Carolina
Craft Brewers Guild, and founder of Fullsteam Brewery for "Bits, Bytes,
Branding" on page 28, we discussed the marketing bump the craft brewery is
receiving from customers who love the beer and its packaging so much that
they want to share it on social media. With packaging so often being the
marketing tool of choice of so many brand fans online, doesn't package design
and execution warrant a bigger piece of the marketing budget versus
subjugation to cost-cutting measures that may result in lackluster looks but
save pennies per pack?
Let me know your opinions by tweeting us at @PackageDesignMg with the
hashtag #selfiemarketing.

STAY IN TOUCH WITH US BY:
Email: linda.casey@stmediagroup.com
LinkedIn: Package Design Magazine
Facebook: Packagedesign Mag
Twitter: packagedesignmg (no "a" in "mg")

4

MAY 2014

Linda Casey
linda.casey@stmediagroup.com

EDITORIAL ASSISTANT

Kara Dunford
kara.dunford@stmediagroup.com

ART DIRECTOR

Don Heyl
don.heyl@stmediagroup.com

PRODUCTION SUPERVISOR

Linda Volz
513-263-9398
linda.volz@stmediagroup.com

SALES DEPARTMENT
PUBLISHER

Gerri Brownstein
973-731-1984
gerri.brownstein@stmediagroup.com

SENIOR VP / GROUP PUBLISHER

Murray Kasmenn
770-578-2577
murray.kasmenn@stmediagroup.com

PUBLISHING & BRAND SERVICES COORDINATOR
Christine Lewis
770-874-7834
christine.lewis@stmediagroup.com

CORPORATE STAFF
PRESIDENT
Tedd Swormstedt

AUDIENCE DEVELOPMENT DIRECTOR
Christine Baloga

PACKAGE DESIGN SUBSCRIPTION SERVICES
P.O. Box 1060, Skokie, IL 60076
P: (847) 763-4938 F: (847) 763-9030
PD@halldata.com

REPRINTS / E-PRINTS / PLAQUES
Matt Neiderer
Content Sales Specialist
717-632-3535 Ext. 8265
matt.neiderer@sheridan.com

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Package Design - May 2014

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