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(c) Sappi Europe
26.04.2022

Sappi's Blue Couch Series: “Packvertising” as an effective marketing strategy

Packaging not only protects the product, it is also a powerful marketing and advertising tool that influences customers’ purchasing decisions. In the upcoming episode of Sappi’s Blue Couch series, viewers will find out what is meant by “packvertising” and how brand manufacturers can best showcase their products at the point of sale.

  • “Packvertising and the power of brand at the point of sale”
  • Lars Scheidweiler, Head of Packaging Solutions at Sappi, and Olaf Hartmann, Managing Director of the Multisense Institute for Sensory Marketing
  • Tuesday, 26 April at 10:00 (CET)

The way people make purchase decisions in the face of overwhelming choice is very complex. Subconsciously, the brain is constantly at work making judgements about sensory signals such as touch, smell and sound. To attract customer attention, manufacturers should not only pay attention to functionality when selecting packaging material, but also never lose sight of the tactile experience.

Packaging not only protects the product, it is also a powerful marketing and advertising tool that influences customers’ purchasing decisions. In the upcoming episode of Sappi’s Blue Couch series, viewers will find out what is meant by “packvertising” and how brand manufacturers can best showcase their products at the point of sale.

  • “Packvertising and the power of brand at the point of sale”
  • Lars Scheidweiler, Head of Packaging Solutions at Sappi, and Olaf Hartmann, Managing Director of the Multisense Institute for Sensory Marketing
  • Tuesday, 26 April at 10:00 (CET)

The way people make purchase decisions in the face of overwhelming choice is very complex. Subconsciously, the brain is constantly at work making judgements about sensory signals such as touch, smell and sound. To attract customer attention, manufacturers should not only pay attention to functionality when selecting packaging material, but also never lose sight of the tactile experience.

So how do brand manufacturers go about selecting the right packaging material? How can packaging trigger emotions with consumers? And what role does environmental awareness play here? Lars Scheidweiler, Head of Packaging Solutions at Sappi, and Olaf Hartmann, Managing Director of the Multisense Institute for Sensory Marketing, will discuss this in the upcoming episode of the Blue Couch Series. Among other things, Hartmann will report on an interesting experiment that illustrates the impact various surface structures have on consumer behaviour.
The “Packvertising and the power of brand at the point of sale” episode will be broadcast on 26 April.

Source:

Sappi Europe / Ruess Group

(c) Sappi Europe
Marianna Evenstein (Moderation), Gustavo Duarte (sappi), Kerstin Dietze (sappi) and Julian Thielen (Interseroh Plus)
08.02.2022

Sappi's Blue Couch Series: Switching to sustainable packaging material

The demand for environmentally friendly packaging continues to grow. This development is posing real challenges for brand owners. How do they make the switch to flexible packaging that is recyclable? What needs to be considered? How can the issue of recycling be advanced? And why does Europe still need to catch up on topics such as “defining recyclability” and “test methods”? Insight into these questions and more is featured in a new episode of Sappi's Blue Couch Series.

  • “Functional paper packaging – the path towards greater recyclability”
  • Julian Thielen, Head of the “Made for Recycling” service at Interseroh Plus, Kerstin Dietze, Key Account Manager for Paper and Packaging Solutions at Sappi, and Gustavo Duarte, Manager Competence Center Packaging Solutions at Sappi

The “Functional Paper Packaging – the path towards greater recyclability” episode will begin airing on 22 February, here.

The demand for environmentally friendly packaging continues to grow. This development is posing real challenges for brand owners. How do they make the switch to flexible packaging that is recyclable? What needs to be considered? How can the issue of recycling be advanced? And why does Europe still need to catch up on topics such as “defining recyclability” and “test methods”? Insight into these questions and more is featured in a new episode of Sappi's Blue Couch Series.

  • “Functional paper packaging – the path towards greater recyclability”
  • Julian Thielen, Head of the “Made for Recycling” service at Interseroh Plus, Kerstin Dietze, Key Account Manager for Paper and Packaging Solutions at Sappi, and Gustavo Duarte, Manager Competence Center Packaging Solutions at Sappi

The “Functional Paper Packaging – the path towards greater recyclability” episode will begin airing on 22 February, here.

Source:

Sappi Europe

Sappi: Digital printing as next topic of the Blue Couch Series (c) Sappi Europe
19.10.2021

Sappi: Digital printing as next topic of the Blue Couch Series

Digital printing is gaining in importance and increasingly relegating conventional printing methods to the bench. In the new episode of the Blue Couch Series, Sappi and the Durst Group, two seasoned industry leaders, explain what is behind the success of this printing method and which markets offer the greatest future potential for digital printing.

The new challenges manufacturers are currently facing include a growing demand for faster production and delivery, an ever-increasing variety of products, small production volumes and the trend towards more personalised campaigns.

In the latest episode of the Blue Couch Series, Andrea Riccardi, Head of Product Management at Durst, as well as Paola Tiso, Sappi’s Head of Sales Digital Solutions, and Luis Mata, Sales Director Packaging & Digital Solutions, will be talking about how digital printing can meet market demands for timely production with shorter runs and high flexibility, while reducing production costs through changed production processes.

Digital printing is gaining in importance and increasingly relegating conventional printing methods to the bench. In the new episode of the Blue Couch Series, Sappi and the Durst Group, two seasoned industry leaders, explain what is behind the success of this printing method and which markets offer the greatest future potential for digital printing.

The new challenges manufacturers are currently facing include a growing demand for faster production and delivery, an ever-increasing variety of products, small production volumes and the trend towards more personalised campaigns.

In the latest episode of the Blue Couch Series, Andrea Riccardi, Head of Product Management at Durst, as well as Paola Tiso, Sappi’s Head of Sales Digital Solutions, and Luis Mata, Sales Director Packaging & Digital Solutions, will be talking about how digital printing can meet market demands for timely production with shorter runs and high flexibility, while reducing production costs through changed production processes.

One focus will be on the growing market for corrugated boards. Viewers will learn how the exponential growth of e-commerce and the growing pressure for more sustainable solutions are fuelling innovations for the digitalisation of packaging. The other main topic, digital dye sublimation printing, also offers a wide range of benefits to manufacturers in the interior design, decoration, visual communication, sports and fashion sectors and supports the industry's requirements to produce more sustainably.  

The “Digital Printing – far more than just a printing process” episode will air on 2 November at 10am (CET) at: www.sappi-bluecouch.com.

Source:

Sappi Europe