Branding from campaign-to-customized-box: how new digital technologies transform retail marketing
Brand owners are facing new challenges with corrugated packaging: more SKUs than ever, the need for faster turnaround time with segmentation and localization, and the desire for cost efficiency and environmental sustainability. Frequent design changes mean more plate/setup costs, more waste, and less flexibility.
In this webinar, two leading global brands, HP and Georgia Pacific (GP), explain how new digital technologies are modernizing the printed box, making it more efficient, relevant, and impactful to your target audience. Learn how you can efficiently version your packages to your targeted segments based on geographical preferences, seasonal messaging, and timely campaign-based themes. Learn how you can apply digitally printed, invisible watermarks on your printed boxes to connect your customers to virtual, web-based content that enhances their experience with your product.
Hear about how you can test new SKUs without high setup costs or large inventory requirements and then quickly reprint in low volumes as needed. Learn about the supply chain benefits of digital pre-print and how digital pre-print can improve your speed to market on new graphic versions. Learn from two senior marketing leaders from HP and GP about how your brand packaging can evolve from mass marketing to mass customization. Let your packaging tell your brand’s story and allow your message transform your customer’s experience.
Join us for this fast-paced, content-rich, educational webinar!
Presented by
David Murphy,
WW Marketing Director, HP
David and his HP PageWide marketing team drive worldwide marketing strategy, future product marketing, and business development. He works intimately with customers to help transform their business models, accelerate their growth, and maximize value to their clients. In his 20-plus-year tenure in the graphic arts community, David has been an advocate for marketing relevance through digital print technologies.
Sergio Morales,
Director of Product and Brand Development, Georgia Pacific
As director – product and brand development for Georgia-Pacific Corrugated, Sergio Morales focuses on addressing retailers’, brand owners’ packaging needs in a way that improves the shopping experience and brand consumers’ brand engagement. Sergio holds a bachelor’s degree in engineering from Tecnologico de Monterrey and a master’s degree from the Fuqua School of Business at Duke University.
