LET THE PACKAGING OPEN THE DOOR TO NEW CUSTOMERS
LET THE PACKAGING OPEN THE DOOR TO NEW CUSTOMERS You have 2.7 seconds! As a well-known American saying has it, “You never get a second chance to make a first impression”. And the whole essence of an effective product sale is right here: making a good first impression. Or putting it a little differently: having packaging that appeals to the customer in a split second creates interest – and leads to a sale. Now as everybody knows, it doesn’t help to have packaging that appeals to the end customer if you haven’t first succeeded in selling it to your own customer’s buyer. Or potential customer. So it’s really sensible to work with the packaging as an important door opener to new customers. And – note – to work with solutions that are dedicated to the customer, and that demonstrate insight into the company’s market, range and customer segments. The Danish company Skylight has had an individual approach to its sales initiatives for many years. With Artlinco as its external sparring partner, ongoing door opening projects have been developed, often with the packaging design as a critical parameter. A common feature of the projects is that together with Skylights’ creative people, our point of departure is Artlinco’s three worlds: the internal, the external and the future. We therefore look at the possibilities with respect to production and strategy – with our focus sharply on the specific potential customer to which we want to open the door. At the same time, we analyze the end customer and work on designing the packaging, including with the aid of neuromarketing – the relationship between stimuli and reaction. And in parallel with the first two worlds, we constantly keep an eye on trends and predicted new possibilities, requirements, legal factors and similar.
Well dressed Since our partnership with Skylight started in 2001, Artlinco has been involved in a large number of door opener projects – each time with the clear goal of equipping the company to sell itself to a potential new customer. And always starting with a thorough research project, one component of which is that Artlinco has visited Skylight customers in Norway, Sweden and Germany. One project “targeted” the illustrious chocolate brand Anthon Berg. And a series of concrete packaging proposals based on the three worlds was also developed here. Skylight’s CEO Christian Frimann says of the process: “You can only gain entry to major customers such as Anthon Berg if you have something dedicated to show them – something over and above the standard range, which can convince them that you’re in a position to create value. Artlinco’s work is thus incredibly valuable precisely because it finds expression in carefully thought out and tailor made solutions that make our subsequent sales work so much easier. The hit rate is quite simply markedly higher when, as in the Anton Berg case, we have Artlinco with us in the conceptual phase to ensure that our packaging sells both Skylight as a company and our products optimally.” Christian Frimann also emphasizes that very few packaging manufacturers can offer a strategically based design service. For the same reason, the CEO says there is substantial value for Skylight in having an external design partner such as Artlinco as an integral part of the development work.
“YOU NEVER GET A SECOND CHANCE TO MAKE A FIRST IMPRESSION” 02 03
Artlinco A/S / Jessensgade 1,3 / DK-8700 Horsens / www.artlinco.com / Tel. +45 7020 8036