The PACK & GIFT trade show is still the only solution for brands looking to transform a standard product into an event offering, launch a loyalty building operation, or develop a custom promotional item. 3,154 decision-makers visited the show this year, of which there was a majority of advertisers (+2%), and they all had short-and medium-term projects which is evidence of the dynamics of promotional offering market.
To support their thinking, expert testimony, event spaces, and demonstrations were provided during the two days of the show.
A wide and diversified exhibitor offering
225 exhibitors were present at Pack & Gift 2014 offering a wide range of packaging solutions, promotional items, and merchandising products. 20% participated for the first time this year, expanding the range of new expertise available to visitors.
Despite a 9% drop in visitorship which was certainly due to the fragmented French calendar in May and June 2014, the quality of visitorship was highlighted: +2% in advertisers from all sectors and a 14.5% increase in European visitors.
Strong dynamic
The new Pack & Buzz space launched this year kept all of its promises of events and inspiration: for its first participation, Digital Packaging and its client Nestlé Chocolats unveiled, in exclusivity, their packaging customisation platform offering unprecedented possibilities to brands which will undoubtedly be ubiquitous for the end of year holiday period.
The IUT de Reims proposed an exhibition with a very high level of creativity and finish in Pack & Sweets that inspired a large number of advertisers.
This year's focus on the Pack & Gift World Tour's beers impressed visitors by the ingenuity of some of the Asian, European, and South American promotional offers to open new perspectives despite the legal constraints in the sector.
Conference content praised
Evidence of brand expectations for a better understanding of this unique market, the conference programme was a great success: current issues, experts, brand testimonials, as well as market and consumer studies all contributed to providing concrete answers to visitors.
The conference on Disconnected packaging imagery by Edouard Malbois, Enivrance, the conference on Trends and use of colour by Nacarat, the round table on packaging eco-design organised by the Eco-design Observatory which resulted in the Pack & Green Prize being awarded to two winners: Lefranc-NP Innovation and TPG Packaging (see press release of 13 June), and the conference on responsible purchasing and communication by the object by the French Federation of Promotional Items and Afnor solutions Achat deserve a special mention.
Harris Interactive's study for Pack & Gift
On Thursday, 5 June, Harris Interactive revealed the results of the consumer study on "Event packages that enthused the French in 20013-2014" conducted on behalf of Pack & Gift.
This study added memory scores to issues of differentiation, impact, and the relationship established with consumers and identified design trends among the winning runs. It also painted a typical profile of the consumer who is receptive to these offers and the ties these offers induced or not with the brand! Therefore, we learned that Coca Cola's offer of bottles personalised with first names did not increase ties with consumers, however, although Bic lighters, Kleenex tissues, and the limited edition for the tenth anniversary of Givenchy were not remembered by consumers they did create strong ties.
Nutella, Kub Or, Cote d'Or, and Perrier were successful on both fronts.
Beyond this quantitative approach, Harris Interactive conducted a semiotic study to identify "recipes" for effective event packaging and design, colour, and function are cited. Packaging was therefore assessed according to its value in use and continuity or difference with the brand's standard packaging. It appears that the creative bias of promotional packaging must be immediately visible. However, any discontinuity with the usual packaging must be tangible but not excessive. Brands must choose between either working on the value in use or brand value of packaging but not both!
The next Pack & Gift edition is already programmed June 17 & 18, 2015 at Paris Porte de Versailles, Hall 5.2.
