Now is the Best Time for Innovative Printing and Packaging

Vicki Strull

We all know packaging has become one of the most distinctive ways to differentiate brands. But did you know that digital printing capabilities are revolutionizing the way consumers interact with brands?

Vicki Strull knows. In the session, “You Have Eight Seconds: Why Now is the Best Time for Innovative Printing and Packaging,” Strull, a design strategist who works with dozens of global brands, businesses, and print service providers, will describe how to attract and engage designers, marketers, and brand owners in new and exciting ways.

The session will be held Wednesday, October 23^rd at 10:00 am in Room C145.

From truly distinctive design and eye-popping finishing expertise, to amazing customization and cost-saving efficiencies, Strull will reveal how digital print and packaging is building brands like never before.

First, though, there is the recognition of a basic challenge. “Humans have an attention span of eight seconds,” notes Strull. That means that eight seconds is the amount of time that brands have to engage consumers. What can packaging possibly achieve in eight seconds?

“Engagement is the number-one driver behind innovative packaging,” says Strull. “The goal is to engage consumers in that eight-second sliver of time and create a customer experience so enticing it results in a purchase at the retail level.”

As brands continue to have less time and more competition for our attention, Strull says that digital messaging alone is not going to grab it or hold it. “Packaging has the power to launch brands, drive brand revenue, and create memorable brand moments. Designers, marketers, and PSPs need to be able to consult with customers and show them what’s possible.”

So how do brands create that kind of standout differentiation? With strategic approaches, such as one that Strull calls versioning, which she explains in detail in the session.

In her image-packed presentation, Strull shows how PSPs can help their clients achieve sales growth at the retail shelf. “But it doesn’t start there. It starts with understanding your customers’ desired outcomes, and working backwards to create solutions and storytelling so that every aspect of a brand’s campaign is delivering the same brand message,” she says.

This presentation is a business development must-see for converters, printers, OEMs, and marketers!