Page 13 - Packaging News Nov-Dec 2019

November-December 2019
www.packagingnews.com.au LIVE FORUM
REPORT
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1. The panel takes the stage (L-R): Teresa Cutter, The Healthy Chef; Nicole Ohm, Brownes Dairy; Natalie Moubarak, +hemp; Cameron Prowse, The Alternative Meat Co; and Food & Drink Business editor Kim Berry.
2. Marcus Lee, Selpak, Albert Kruger of AUSPACK organiser ETF, and Michael Moran, APPMA.
3. Robert Marguccio of Heat and Control engages with LIVE guests over breakfast.
4. Lauren Oetomo, BWX; Richard Jones, GS1; and Sharon Amos, PKN and Food & Drink Business.
5. Keith Chessell of Australian Institute of Packaging asks probing questions on sustainability.
“It’s about ways we can evolve in business, and often it’s the small tweaks that make the difference.
“Brave brands have a defined pur- pose. When you have a bold purpose, your stakeholders – employees, customers, suppliers, shareholders – they start to go along with that pur- pose, and they start to understand what’s working in the marketplace.
“Brave brands know their cus- tomers deeply and engage with them on an emotional level. It will work far better for you. Speak to their heart... use emotional lan- guage as much as you can. The logi- cal part of the brain will make ev- ery decision with the emotional part of the brain,” he said.
Gray further suggested brands must portray consistent, authentic behaviour to build reputation, which will then lead to purchase intention, loyalty, and advocacy, as well as openly communicating across all channels and aligning with a cause – which can be “as simple as supporting local com- munity initiatives”.
Blockages to bravery include information overload as executives become paralysed by data and research; companies losing the ability to trust gut instinct; as well as risk-taking seen as a career-lim- iting move.
Gray said: “Bravery entails risk – it always will and always has. Being brave is not about putting your brand
in jeopardy, it’s about finding some- thing that is right for your brand at the right time in the right environment.”
US-based Blue Diamond Growers’ product Almond Breeze, a player that recently launched into the Australian alternative milk sector, is a Daylight Agency client Gray used as a case study for LIVE guests.
Daylight Agency “defied the US parent company to great extent,” said Gray, and created the messaging “Breeze the day” for Almond Breeze to tap into the Australian market in- spired by localised phrases, such as “that should be a breeze”.
“The US thought the local team was crazy, as their own visuals always showed people in kitchens consuming the product,” said Gray.
“But the local team prevailed – there’s been a dramatic increase in sales, about 200 per cent in the last 12 months. Almond Breeze is now
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the fastest growing milk in grocery, and has 32.5 per cent market share.”
EXPERIENTIAL RE-ENGAGEMENT
Matthew Hurle, co-founder of brand activation platform Brandcrush, was the third speaker for the morn- ing, sharing with the audience how his company is helping brands go beyond a Google click and reach consumers where they live, work, and play.
Experiential marketing is a $100 billion industry gaining momentum, Hurle said, “because in this digital world, we humans are craving phys- ical interactions”.
Hurle revealed 73 per cent of con- sumers are likely to buy a product after trying it, while 60 per cent of people will pay more for a brand af- ter experiencing it first-hand, and 59 per cent of consumers tell their friends after receiving a free sample.
“Our platform connects brands with a network of businesses and events for real world customer en- gagement,” he said.
“Who are the trusted faces that you interact with on a daily basis? They have a huge physical reach and each of them has undeniable ‘real world’ influence that’s authentic and untapped.
“Just like Uber unlocked trans- port, and Airbnb accommodation, we’re unlocking the worlds physical reach, empowering a growing net- work of premium businesses to earn
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