SmartLabel is more than a program to opt into for providing transparency and regulatory disclosure. It’s an opportunity for innovation. Learn why you should invest in connected pack technology and consumer experience. In this webinar, you’ll learn: • Results and use cases for the SmartLabel program • How packaging becomes an unlikely ally in a digital world • Why agile marketing demands connected packaging Watch the entire webinar here: http://videos.brandsquare.com/watch/fh7X44Do1dG3tm99qwW3d8

1.
Michael Fox, SGK
FROM SMARTLABEL TO
SMARTERLABEL

2. http://www.smartlabel.org
Nutrition Ingredients Allergies Company/Brand
DAL GIARDINO
BASIL PESTO PASTA DINNER KIT
NET WT 14.5 OZ
Other Information
DAL GIARDINO
BASIL PESTO PASTA DINNER KIT
NET WT 14.5 OZ
DAL GIARDINO
BASIL PESTO PASTA DINNER KIT
NET WT 14.5 OZ
DAL GIARDINO
BASIL PESTO PASTA DINNER KIT
NET WT 14.5 OZ
DAL GIARDINO
BASIL PESTO PASTA DINNER KIT
NET WT 14.5 OZ
Provisioned for: food & bev, non-food, pet food, OTC/medical devices, vitamins & supplements

3. DAL GIARDINO
BASIL PESTO PASTA DINNER KIT
NET WT 14.5 OZ
•
Product transparency initiative
•
Trustworthy mobile source of product information
•
Driven from the web and a link on the pack

4. SHOULD YOU JOIN
SMARTLABEL?

5. SHOULD YOU JOIN
SMARTLABEL?
Companies are
participating.
•35K pages and 30-35% ACV
•63K pages by Jan 2020
•44 companies
•818 brands

6. SHOULD YOU JOIN
SMARTLABEL?
Lots of global
buzz.
•35K pages and 30-35% ACV
•63K pages by Jan 2020
•44 companies
•818 brands
•Active discussions globally

7. SHOULD YOU JOIN
SMARTLABEL? •35K pages and 30-35% ACV
•63K pages by Jan 2020
•44 companies
•818 brands
•Active discussions globally
•500K visits/mo
•Spending time on the page
Consumers are
finding the program.

8. SHOULD YOU JOIN
SMARTLABEL?
•That’s only 15 hits/page/mo
•Brands aren’t actively
promoting
•Most members are stalled
•Hundreds of companies are
sidelinedBUT…

9. SHOULD YOU JOIN
SMARTLABEL?
BUT, BUT…
Brands can boost
engagement.
Active Promotion
•Brand site promo -> 4X visits
•GMA campaign -> 2X visits
Connected Pack
•QR codes -> 4X the visits

10. SHOULD YOU JOIN
SMARTLABEL?
Companies are
MONITORING two
use cases
Transparency
Engagement
Compliance
Disclosure

11. SHOULD YOU JOIN
SMARTLABEL?
Connected Pack
Technology
Connected Pack
Experience
Transparency
Engagement
Compliance
Disclosure
Companies should
be DEVELOPING
two other use cases

12. EVEN IF SMARTLABEL DOESN’T PERSIST A
CONNECTED PACKAGING INVESTMENT
IS TRANSFERRABLE
SHOULD YOU JOIN
SMARTLABEL?

13. WHY DEVELOP
CONNECTED PACK
TECHNOLOGY?

14. Value Throughout the Package Journey Design
• Incorporate barcode data into artwork
• Integrate codes and link to content
Manufacturing
• Improve in-line inspection
Distribution Center
• More reliable labels
• Print on corrugated packaging
• Scan readily from a distance
• Verify logistics and returns
In-Aisle
• Price checks
• Manage planogram & availability
(OSA)
• Data Analytics
Check Out
• Easily scan products & labels
• Improve first-pass read rate
• Reduce misreads and manual keying
• Improve customer experience
Home-Use
• Instructions for use
• Brand and social content
• Point and scan to buy now & reorder
Recycling
• Identify materials and substrates
• Improve sorting mechanisms
Design Manufacturing
Distribution
Center
In-AisleCheck OutHome-Use
Recycling
The Digimarc Barcode ‘Connected Package’provides benefits
throughoutthe enterprise.Here are a few examples:
CONNECTED PACK HAS
MANY USE CASES
Image created by Digimarc

15. GS1’S DIGITAL LINK
INITIATIVE FINALLY RELEASED
“ONE CODE. ONE DIGITAL IDENTITY.
LIMITLESS APPLICATIONS.”
- EVRYTHNG
“Ambrosus Leverages Gs1 Digital Link
Standard To Democratize Product
Verification”
- paymentweek.com
“Clear the way for mass-scale product
digitization.”
- printedelectronicsnow
“MASS SCALE PRODUCT DIGITIZATION
WITH NEXT GENERATION WEB-
ENABLED GS1 CODES”
- prweb.com
“Upgrading the Barcode to the Web: GS1
Digital Link”
- EVRYTHNG
“New GS1 Digital Link Standard to Help
Brands Connect Consumers with Useful
Product Information Online”
- GS1

16. QC
Check-out
Entertainment
Education
Inventory
TODAY:
ONE TO ONE

17. QC
Inventory
Check-out
Information
Entertainment
Recipes
Replenishment
Promotions
Community
Education
Instructions
B2B Sales
Compliance
Inventory
Shelf-life
QC
Notification
TOMORROW:
MANY TO MANY

18. QC
Inventory
Check-out
Information
Entertainment
Recipes
Replenishment
Promotions
Community
Education
Instructions
B2B Sales
Compliance
Inventory
Shelf-life
QC
Notification
TOMORROW:
MANY TO MANY

19. Entertainment
Recipes
Replenishment
Promotions
Community
Education
Instructions
B2B Sales
Compliance
Inventory
Shelf-life
QC
Notification
Check-out
Information
FUTURE:
ONE TO MANY

20. SMARTLABEL IS ONE USE CASE—
EXPLORE MULTI-EXPERIENCE CONCEPTS
WHY DEVELOP
CONNECTED PACK
TECHNOLOGY?

21. WHY DEVELOP
CONNECTED PACK
EXPERIENCE?

22. AGILE MARKETING IS:
• Responding to change over following a plan
• Rapid iterations over Big-Bang campaigns
• Testing and data over opinions and conventions
• Many small experiments over a few large bets
• Individuals and interactions over one size fits all
- www.agilemarketing.net
AGILE MARKETING DEMANDS
CONNECTED PACK

23. EVERY TOUCHPOINT IS PART
OF THE CONSUMER JOURNEY
AWARENESS CONSIDERATION PURCHASE RETENTION ADVOCACY
WEB BANNERS
PR
PRESENTATIONS
VOICEMAILS
ADVERTISING
EMAILS
TV / RADIO
SPEECHES
SOCIAL MEDIA
WEBSITES
BLOGS
DIRECT MAIL NEWSLETTERS PUBLICATIONS
SIGNAGE
TRADE SHOW
PACKAGING PROMOTIONS

24. ASSUME CONNECTED PACK WILL
BECOME AN INTEGRAL PART OF THE
SALES AND MARKETING STRATEGY
WHY DEVELOP
CONNECTED PACK
EXPERIENCE?

25. WARNING: AS CONNECTED PACK
BECOMES EXPECTED, UNCONNECTED
PACKS WILL ALSO BE A NOTABLE PART OF
THE CONSUMER JOURNEY
WHY DEVELOP
CONNECTED PACK
EXPERIENCE?

26. IS…
…an investment in Connected Pack.

27. THANK YOU