Packaging and promotion escape budget cuts

Marketers recently took part in a study conducted by Easyfairs on the benefits of packaging as a promotional tool in the recession as part of the run up to the 2009 Packaging Innovations show.

Easyfairs Packaging Innovations show is set to take place at the Birmingham NEC on 11-12 February 2009.

When asked what marketing areas they would cut back on, should their budgets be squeezed, 28 per cent said packaging would be one of the last two disciplines to suffer.

Only promotions was rated more important, with 34 per cent saying it would be one of the last two tactics they would choose to reduce spending on.

Direct mail was seen as a more dispensable marketing tool with 42 per cent saying it would be either the first or second area targeted for spending cuts.

Other marketing elements on the list for consideration were online marketing, advertising, PR, events and SMS marketing.

Peter Heath, managing director of Easyfairs UK, said: 'With shoppers less willing to part with their money, brands are desperate to create shelf stand-out and differentiation to capture consumer spending.

'Packaging innovations and promotions, two tactics that work hand-in-glove, are seen by marketers as the best way to achieve this.

'Overwhelmingly, brand managers believe packaging is key to success.

'More than 84 per cent think packaging is a quick way for brands to innovate, while 83 per cent agreed packaging was an 'invaluable part of our success.

However, 29 per cent thought it was difficult to assess the return on investment delivered by innovative packaging.

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