How Digital Printing Benefits Brand Marketers

Posted Friday, February 27, 2015

Diet Coke: 4 of the 2 million unique label designs available courtesy of digital printing
Diet Coke: 4 of the 2 million unique label designs available courtesy of digital printing

Digital Printing technology has evolved to cater to the retail landscape and opened up many possibilities for brand marketers. It is an efficient printing process for marketers to introduce a new brand, test new markets and execute more frequent and locally targeted campaigns with customization, all while improving the time to market and reducing production costs.

Digital printing technology has come a long way (baby) since its early days 12 to 15 years ago. This print method, whether large format or small format, has overcome many of its initial limitations:

  • Quality. Today’s technology offers print quality that competes with offset.
  • Color Matching. Digital color matching is now highly accurate with the addition of hexachrome colors like orange and green.
  • Color Gradations.  Now, smooth gradations and flesh tones are possible with the addition of a suite of light cyan, magenta, yellow and black inks.
  • Dot Gain. The newest presses have little to no dot gain and can

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Tags: Coca-Cola , digital printing , KDM POP Print Solutions , packaging , point-of-purchase

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Cause Marketing: QSR’s are Leveraging Demand for Social Impact

Posted Friday, February 13, 2015

Some of the nation’s favorite QSR's (quick-serve restaurants) are attracting consumers by getting them involved in their philanthropic campaign efforts. They understand that people have a great desire to support brands that support social causes. According to a 20 year-long study by Cone Communications, today, 91% of U.S. consumers want to see more businesses give back in some way.

“In 1993, when Cone Communications first started tracking U.S. consumers’ attitudes toward businesses’ involvement in social issues, cause marketing was a nascent promotional strategy to gain competitive advantage. Since that first survey, corporate support of issues has exploded. U.S. consumers have steadily and increasingly deemed cause a differentiating factor not only in their purchasing decisions, but in determining which companies deserve their trust and affinity.”

The Cone study further states that [20 years later] “Cause is evolving in new and exciting ways…

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Tags: cause marketing , KDM POP Solutions Group , Quick Serve Restaurant

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Super Bowl In-Store Beverage Displays Score Big

Posted Friday, February 06, 2015

This year’s Super Bowl broke the U.S. television record with over 114 million viewers according to Nielson. This number is up 2 million from the previous highest, which was last year. Often, the biggest draw to watching the Big Game is not the football game itself, but the TV ads. Viewer’s expectations are pretty high given that brand marketers are willing to shell out $4 million for a 30 second spot and a whopping $8 million for a 60 second spot! Of course, brand marketers expect great things too- sales!

What’s a football game without your beverage of choice? As with tradition, there were plenty of great beer and soda commercials this year. In fact, Anheuser-Busch InBev (Budweiser), was the beverage industry’s biggest spender this year with $33.6 million spent on Super Bowl TV ads.

But, for this article’s sake, we wanted to focus on the role and the effect that in-store displays have on lifting sales associated with the Super Bowl. Given that 76% of purchase

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Tags: beverage , KDM Merchandising Solutions , POPAI

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