Helping Brands Look Their Best
Advertising and marketing are important initiatives for any brand in spreading awareness and interest in its products. However, Tony DiRico, president and CEO of Mansfield, Mass.-based Hub Folding Box Co., explains that with the rapid expansion of media outlets, ads can become less effective, setting the stage for packaging to be the key communicator to consumers.
“Remember 100% of the people buying your product pick it up at retail so why not invest money to differentiate your brand and help drive your sales?” he says. “We’re seeing forward thinking companies out in the marketplace take some of those advertising dollars and marketing dollars and spending it on their packaging to enhance their packaging at retail. These companies realize the importance of branding their companies and differentiating themselves so as the consumer is walking through the aisle, they’ll pick up the product and put it in their basket.”
DiRico explains that Hub Folding Box has continued to innovate and invest in new technologies that allow brands to implement a wide array of enhancements that differentiate their package at retail. This includes various coatings, textures, foiling, creating unique structures and more. He explains that as brands realize it can be highly detrimental for them to consider packaging to be just a commodity, Hub’s capabilities help them develop a package that communicates with the consumer “to buy me” at retail.
“The technology that we’ve invested in in our facility allows us to achieve multiple enhancements all in one pass,” DiRico says. “This allows us to be extremely economical and at the same time give the brand image customers want at retail that won’t just send a message of who they are, but will help drive their sales.”
Hub’s Liquid Ink Technologies provide its customers with a variety of environmental and economical options to enhance their paper or plastic folding cartons. These materials are sustainable and help cartons sparkle, look more metallic or shimmer against their competition in appearance. Hub can also texturize packaging using a variety of techniques, so when the consumer picks it up, it feels different and appeals to their sense of touch.
DiRico explains that Hub has an internal design team that can help customers navigate the variety of options available to give their packaging a boost within their budget. He says that the company’s investment in equipment and research and development has given it the resources required to provide customers with the type of packaging they need to stand out on shelf, and the knowledge to help them create it.
“The biggest challenge we face is getting our customer to realize that their package isn’t a commodity and if designed properly can help them grow their brand image and drive their sales,” DiRico says. “Packaging does matter. Today more than ever packaging is a key to a brand’s success, with the numerous media outlets and the increase in on-line purchases, the brand owner’s image has never been more important. Packaging is the most economical way to improve your brand if designed and executed properly.”