Adding a Dash of Personality
Every piece of entertainment needs to make one decision. What goes on the poster? Is the entertainment driven by the brand or is the entertainment driven by the players? Depending which side of the fence your work falls, the outcome will be drastically different.
There are plenty of examples within the entertainment industry that I could use to explain this concept. But I’m going to take a slight deviation into . . . canned fruit. Yes, I know. It is unorthodox. But stick with me because SPC’s new marketing strategy illustrates this concept perfectly.
Just like the label is the packaging for canned fruit, the poster is the packaging for any form of entertainment. And this packaging is important because as much as we would all like to believe we don’t judge a book by its cover, we all do it anyway. In the few microseconds that we give each piece of packaging, the aim from any brand is for the ideal connotations to come straight to the front of your mind.
For example, the main piece of information that The Lion King wants potential audience members to think about when they see the poster is the associations with The Lion King brand. They want you to think of the movie. They want you to think of the famous songs. And these are the big drawcard concepts which will get you to buy a ticket. It is quite the reverse with something that is driven by a personal connection with a performer.
Think of any concert that you have been to. Very rarely will the poster for that concert only feature their name. It will almost always herald the concert with a big oversized picture of the performer. That is because when you see that poster, the motivation to buy a ticket will come from remembering your experiences with that performer. That could be their picture on the front of the album that you played for months. Or it could be the poster you have glued to the ceiling of your bedroom.
SPC, the famous Aussie canned fruit brand, has recently re-evaluated the motivation behind why people would purchase their product and they fall into these two categories. Previously, the SPC brand name was strong enough to provide the motivation to buy the product. It had strongly recognised heritage. It was associated with high quality produce. And it had been in family cupboards for many decades. But the motivations for purchasing the product have changed.
In the wake of much cheaper competitors from overseas, the reason to purchase SPC is now the unique tie to Australian farming families and, while we all know it, this isn’t one of the pieces of information that comes to the top of the mind when we see SPC. So what did they do?
They made it a lot easier for their consumers to remember and strengthen that connection by putting these families on the front of the packaging.
On these renamed ‘My Family Cans’, each product has a figurehead family which SPC is building a story around. Seeing these cans prompts the Aussie connection to come straight to the front of your mind as well as providing you with a lot of guilt if you go to another non-SPC brand. With the combination of these two factors it is very difficult to mount an argument not to purchase the Australian-grown brands.
We all judge products by their packaging and each item has about half a second to make a memorable impression. So if you want your customers to grab your product off the shelf, make sure that the packaging reminds them of the important associations immediately.