TLC Kids Body Wash emerged as the finalist for the Promotional Category, which was created to laud superior on-pack promotional activity. TLC’s double-decker label received a thumbs-up from the judges for being relevant to the kids market. The judges also felt that the sticker would incentivise parents to purchase more product for kids because of the appealing and collectible nature of the sticker. The judges commended the label for its functionality and clever construction.

Syngenta’s booklet was voted the finalist in the informational category. The booklet was praised for its functionality, which is especially suited for the agricultural market. The use of colour on the booklet was deemed to make the packaging more attractive. The size of the text on the booklet was praised for its legibility.

The entries for this category were judged against the following criteria:
• Originality  – innovation, freshness and design;
• Impact – wow factor and selling power;
• Clever use of space – amount of information, relevance to product and functionality.

Only one more adjudication round remains in the run up to the annual Pyro Inspiration Awards in November. All the finalists picked during the course of the year will be judged at this ceremony. The final batch of entries will be judged in September.

The judges included Mia Van Aswegen from Efekto; Danette Breitenbach Deputy Editor of Advantage Magazine; Glynis Boyd from Andre Schwartz Marketing; Peter Vermeer from Clover; Bryony Sturgeon from Brand New Advertising and Mark Khoury from Pyrotec.

… About the Pyro Inspiration Awards
Pyro Inspirations Awards are awarded five times a year at two month intervals for the best on-pack devices including promotional and informational and often mostly multipage labels which are produced by Pyrotec. The finalists of the bi-monthly awards proceed into the final round and are judged by a panel of esteemed judges.

The Long and Lasting relaxer is one of the key products of the range. The no-lye relaxer is a well-liked choice due to its mildness on the scalp and its beneficial effects for hair. However, a chemical product of this nature has to be used within a specific period. This is to ensure optimum results and to prevent hazardous effects to the consumer such as scalp irritations or hair loss. These factors highlight the importance of the practice of coding, especially on products of this nature. Realising this, D&A Cosmetics sought coding equipment, which could print expiration dates and batch numbers clearly onto their product tubs.

Enter Pyrotec PackMark, the machinery division of Pyrotec that offers an extensive range of labelling, coding and print & apply labelling. After a consultation with D&A Cosmetics, the PackMark team recommended the Markem Imaje 9020 machine. “This was the best solution for their coding requirements as it prints up to four lines of variable alphanumeric text, logos and barcodes,” says Andrew Hoffman, Sales Representative from PackMark. “The added benefit of the printer is that it is has a compact design and a stand mounting option for easy integration into their production line,” he continues.

The Long Lasting hair care range is distributed nationally and enjoys high demand from consumers. This means that its manufacturers cannot afford production downtime, an issue addressed by PackMark’s recommendation. “The 9020 printer boasts a unique head cleaning system to ensure trouble-free start-up. It also allows for the easy change of consumables without the costly inconvenience of stopping marking operations,” explains Hoffman.
This recommendation has benefited D&A Cosmetics substantially. “We are now able to trace all our products through their batch numbers,” says Nwabisa Mpofu, Buyer for D&A Cosmetics. “However, the most important benefit for us is that we are able to reassure our consumers on the standard and quality of all products,” she concludes.

Research conducted by Fix-A-Form International in the UK supports this assertion showing that 60% of all buying decisions are made in store influenced by the appearance of the product, free gifts, discounts, or competitions, which are all promoted on-pack.

“Many brand owners realise the potential impact that a well-executed on-pack promotion can have for their brands but are daunted by the amount of planning, sourcing, labour and time required to achieve this,” explains Beattie. “However, like communicating through any other media vehicle,  there are essential factors that need to be considered, planned for and adhered to for an effective on-pack promotion”, he advises. 

Draw up clear Campaign objectives
Before embarking on an on-pack promotion, it is crucial to have clear objectives for the outcome. “On-pack promotions can be utilised for a myriad of objectives that could range from encouraging purchase and boosting sales, encouraging brand loyalty, to collecting customer information for CRM purposes or for simply informing consumers about the brand,” says Beattie. “Knowing the objective of the campaign is the first step in determining the best methods to roll out the campaign,” he explains.

Draw Up a Budget for the Campaign
The next phase, once you have clear objectives and goals for your campaign, is the careful planning for the campaign roll out. “This includes figuring out whether you have the adequate budget for the promotion. The budget will determine the reach of promotion, the number of packs that will be involved in the campaign even the number of prize redemptions,” says Beattie. “Also, once you have your objectives and budget figured out, you will be able to ascertain the form of promotional mechanic to be used as well as the best on-pack device to do so. A “scratch-and-win” label for example is better suited if the objective is to increases sales but also for consumers to interact with your product,” he continues.

Work out a Campaign Timing Plan
Timing for rolling out an on-pack promotional campaign is crucial. In fact, a huge component of a campaign’s success or failure lies in how well it has been timed.  “Brand owners need to think carefully about when their promotion should take place. Timing it according to product seasonality and tactical calendar dates such as Mother’s day is part of this. However, production lead times are just as important,” says Beattie.  “Product packaging and retailer demands can mean a lead time of nine months or more which is why an on-pack promotion cannot be embarked on impulsively,” he continues. Calling winners and sending out prizes to them within the period specified on the terms and conditions need to be factored into the campaign’s timing plan.

Communicating the promotion on pack

Messaging
The communication of the promotion has to be clear, concise and relevant. “The information on the promotional device should be targeted, informative and should grab the consumer’s attention,” says Beattie. “Whilst on-pack devices such as Fix-A-Form labels provide ample space for vast forms of text, the space should be used cleverly with the aim of keeping the information simple and relevant,” he continues. Consumers do not want to go through information that is confusing, complicated or requires too much of them or they will not participate in the promotion.  Another crucial consideration is that the text should be legible and clear for them to read.

Design
The design of the on-pack device has to be bold enough to attract consumer attention but also needs to compliment the product’s packaging. “The colours, graphics and general aesthetic of promotional device has to work with the brand ethos as well as appeal to the target market,” says Beattie. “There is a lot of room for creativity and innovation when designing the aesthetic of the on-pack device. Many traditional mechanics have been re-invigorated through clever creative twists. Pushing the boundaries and thinking laterally will ensure you product will stand out from the competition,” enthuses Beattie.

Other Considerations
Promotional Prizes: The prize behind a promotion is the main incentive for consumers to participate in a campaign. The prize should therefore be desirable to your target market and reflect its aspirations. To increase the appeal of the prize, theme the prize to something topical and current such a new movie or a big sporting event. “In addition, the prize should be congruent with the brand ethos. One way of doing this is by linking it to the use of the product,” advises Beattie.
Campaign Support: The thrust of the promotion should not rely on on-pack activity alone to raise awareness. “In store elements such as pop up banners, shelf strips and hang tabs can be used to highlight the on pack promotion,” says Beattie.
Legal Requirements: Promotion dates and terms and conditions are a mandatory part of on-pack promotions. “If you do not have enough space to include all of the text, direct consumers to a web page where they are listed or consider using a multi-page Fix-A-Form label™,” says Beattie. Make sure that the terms and conditions are clear, simple and free of legal jargon.  If the promotion makes use of a famous personality, character or image sourced online, make sure that the appropriate license and rights to these have been obtained.

Conduct Pre and Post Campaign Analysis
If you have run an on-pack promotion before, it is advisable to conduct a post-campaign analysis examining what worked or not. Also, examine your competitor’s campaign for its strengths and weaknesses and seen how you can learn from them or set your campaign apart.
“On-pack promotions can yield phenomenal results in line with a brand’s objectives if brand owners are willing to implement meticulous planning, strategic thinking and innovation,  before  rolling out the campaign,” concludes Beattie.

The company briefed small Cape based design agency, Mountain Range, to design a fresh corporate identity that would reflect the modern business ethic of the company yet remain true to its heritage. “We wanted an injection of freshness that would bring our look in line with the modern company Pyrotec has become,” says Rowan Beattie, Managing Director of Pyrotec. “However we did not want to lose the heritage and integrity that our identity has come to symbolise,” he continues. 
 
Gill Fraenkel, Creative Director at the Cape-based design agency says that the challenge was to find balance between keeping elements of the existing look whilst bringing it into the 21st century.  “The solution seemed to be in a design evolution and not revolution,” she explains. Sometimes the most hard-working designs are the ones that pay close attention to the fundamentals and improving on them, Gill continues.

The result is a strong, fresh and unfussy look that exudes a fluidity that builds on the previous identity. “Strong typography is incorporated and the fonts are clean and legible to create impact and to ensure that the over-all identity is an enduring one,” says Fraenkel. Core elements of the old identity such as the pi (without e) symbol and the corporate colours have been kept to ensure that the heritage of the company is preserved and conveyed.
 
“The new identity conveys who we are in the market place today, a leader in innovative and top quality product identification solutions. The modern look does not in anyway eclipse our 42 year old history as a company – Mountain Range more than met our expectations”, enthuses Beattie.

Whilst being a label printer in its own right, Collotype concentrates its sales efforts in the beverage industry. The exclusive sales license will allow Pyrotec to increase its penetration into the spirits and wines market specifically, as a result of Collotype’s commanding market share of this sector in the Western Cape.

Managing Director of Pyrotec, Rowan Beattie gives reasons for the agreement: “After thorough investigation into the wine label printing companies in the Western Cape, we felt that Collotype would slot in perfectly with Pyrotec’s vision of providing innovative and top quality product identification solutions to this market. This is because of Collotype’s market coverage, quality of products and service, culture and international connections. Moreover, their company ethos dovetails perfectly with ours.”

For Collotype, the sale license agreement translates to an additional array of Pyrotec products and expertise   from Pyrotec that it can offer to its client base. “Collotype will now be able to exclusively sell all Pyrotec PackMedia on pack devices to its pool of clients in the beverages industry without the long learning curve and capital expenditure,” continues Beattie.

Products referred to by Beattie include the Story Behind Our Wine label, a sleek multipage label solution akin to keeping a brochure on a bottle, and other similar products from Fix-a-Form™, which provides printed leaflets with self-adhesive labels for on-pack communication.

Rian Moore, Managing Director of Collotype Labels, also expressed his pleasure with the agreement: “This association with Pyrotec had the right feeling from the outset due to the vision and style of our companies being so similar. We are really looking forward to exploring the new opportunities that these additional products will bring. We’re also convinced that our client-base – many long-time supporters of our innovation-centred approach – will be excited by this extension to our offering.”

Andrew Denny, Managing Director of Fix-A-Form™ International headquartered in the United Kingdom, was also present at the event. Operating via an exclusive network of independent label printing specialists globally, Fix-a-Form International ensures a supply of the highest quality and standard in over 50 countries worldwide including South Africa.

Denny, applauded the sales license agreement and the use of the Story Behind Our Wine label. He demonstrated the impact of on-pack activity by citing research conducted by Fix-A-Form International that indicated that 60% of buying decisions are made in store. Two of the top ten reasons that influenced these decisions were the appearance of a product as well as the usage and manufacturing information available on-pack. Addressing the guests, Denny stated, “A Label such as this is seen as added value by consumers who like to know more about the product,” he said. “An on-pack device ensures your product stands out in the minds of your consumers in the cluttered retail environment and is a guaranteed way to increase sales,” he continued.

The sales license agreement is already in effect and will be renewable on an annual basis.

February 2010, Cape Town – Every year, thousands of employees are absent from work owing to bad health. Research conducted in the US suggests that 15 million working days are lost to influenza each year. It should come as no surprise that the work environment is a hotbed of infections. According to experts, the average desk has 400 times more bacteria, viruses, fungi, parasites and other germs than a toilet. Even scarier, is that toilets are cleaned regularly whilst desks receive a hasty wipe down that is pitiful given the amount of germs that lurk on them.  Truth be told, the spread of infectious diseases and germs in the office environment could be radically curtailed. This warning is courtesy of Tower, a South African based company that offers a complete range of top quality office equipment cleaners.

The Global Hygiene Council has identified disinfecting surfaces as one of the most crucial ways to combat the spread of infectious diseases. For shared workspaces, it is recommended to use disinfecting wipes as plain wipes or cloths will not kill germs that commonly cause colds, flu and illnesses that are more serious.

To put the gravity of this into perspective, your telephone alone contains about 25,127 germs per square inch making it the single most germ-ridden item on your desk. Tower’s range of office equipment cleaners, which includes a non-alcohol based Screen and Plastic cleaner pack complete with cloths is suitable for disinfecting not only your phone, but also cellphones, laptop screens and digital frames.

The average keyboard contains 511 microbes /cm² compared to the 8 microbes/cm² found on a toilet seat. This is a fact that people are impervious of as many eat at their desks whilst working away, increasing their chances of getting sick. Tower offers a keyboard cleaning kit that comprises of a sponge cleaning tool, a 14 ml bottle of keyboard cleaning fluid and a cloth that will not only sanitize your keyboard but will also clean the hard-to-reach germs lurking in crevices between the keys.

Another germ-infested culprit in the office is the computer mouse harbouring 260 microbes/cm², making it 32 times dirtier than a toilet seat. Tower’s plastic cleaning spray used in conjunction with the non-alcohol based screen cleaning tissues will sanitise your mouse whilst keeping germs at bay.

It is important to dispel the myth that the office space is one of the cleanest environments there is. The office is a breeding ground for infection and where you are likely to be in contact with germs spread through hand-to hand contact and touching shared equipment, such as printers. Whilst clean hands are probably the most powerful tool against the spread of illnesses in a shared office space, the Tower Office Cleaning range provides employees with another fighting chance through its array of easy-to-use disinfecting products.

The range is safe to use on your office equipment including sensitive computer screens and is completely biodegradable.

Tower Office Cleaning products are available at leading stationery retailers.

For more information on the range, see www.towercleaning.co.za ]]> http://www.pyrotec.co.za/latest-news/hidden-office-bugs-responsible-for-spread-of-infectious-diseases/feed/ 0 http://www.pyrotec.co.za/latest-news/tower-celebrates-new-look-with-fresh-website-and-promotion/ http://www.pyrotec.co.za/latest-news/tower-celebrates-new-look-with-fresh-website-and-promotion/#comments Thu, 18 Mar 2010 10:29:33 +0000 admin http://www.pyrotec.co.za/?p=808 Cape Town March 2010 - Tower, a South African based company that offers a complete range of top quality easy-to-use stationery, labeling and associated home and office products, recently launched its new website in line with its updated brand identity. The new website kicked off with an online promotion where a mobile office worth R20, 000 is up for grabs.

The website has taken its design cues from the brand’s modernized look-and feel. The general structure of the site is informed by a need to highlight the four product-range categories offered by Tower. “It was key for the website to exude the fresh new look of the Tower brand,” says Donnae Bowley, Brand Manager of Tower. “We also wanted to raise awareness about the diverse product range which makes up the four product categories under the Tower brand; a task which has been accomplished impeccably,” she continues.

True to the brand’s slogan of “making life easier” the R20,000 mobile office online promotion includes weekly Tower stationary pack giveaways. “The promotion was an exciting way for us to celebrate the launch of our new look and website,” states Bowley.

In order to create a modern aesthetic and functionality to the site, inspiration was drawn from current online trends. “This was done in order to achieve  a more open, larger, bolder, more web 2.0 look-and- feel for the site and  to keep up with and slot into the prevailing trends of websites,” says Clint Perring, Creative Director at KR8IT NEWMEDIA agency.

The big bold design has a resulted in a site that allows for better viewing, easier navigation and generally a more expressive approach to representing the Tower brand in an online environment. The tabbed menu system provides a quick link to products on the website without the need to use the top menu, a feature that also allows for a better conversion rate in terms of instant recognition and call to action.

The website is currently live on www.towerproducts.co.za

One call to Pyrotec’s 24/7 Cape based help desk, provides customers with access to multiple levels of expert support. Customers immediately interface with Pyrotec’s trained Markem-Imaje system field engineers. If needs be, the challenge is escalated to Markem-Imaje’s Indirect Distribution EMEA Technical Support based in Netherlands to provide customers with access to the creators. Yet another tier of support is provided at the highest level of expertise via the Global Distribution Support network which is provided by teams in France, Sweden, the UK and USA. “Not that customers are involved in this process. 40 years of experience has taught us to make it as easy for the client as possible, to deliver on our promises and to exceed expectation. It takes one phone call or email from a client for us to deliver a world of support,” concludes Beattie.