In today’s information age, consumers are used to having information readily available. Consumer goods utilize labels to convey product information. However, space on a label being limited, companies are always looking for ways to maximize the amount of information they can provide to consumers. Instant Redeemable Coupons (IRCs) and Extended Content Labels (ECLs) are the perfect solution. IRCs use an adhesive-backed liner to affix a promotional offer to a package. ECLs add an extended printing surface folded into the final label package for an increase in content.
According to a 2011 report by the Promotion Marketing Association's Coupon Council, instant on-pack coupon redemptions have increased by 32.6% from 2010. The recent economy has trained consumers to be more conscious of "savings opportunities,” seeking out products that can be purchased with coupons. Coupons cause consumers to buy more than they otherwise would in a given time period, especially BOGO (buy one, get one) coupons. IRC coupon labels are a cost effective means to attract attention to existing products. Today's consumers are drawn towards savings, more than ever. When two products are side by side the one with the offer will move off the store shelves faster than the one without an offer.
Once the IRCs are applied to the product, the top layer of the coupon is removed revealing the coupon information. Since there is no adhesive on the reverse side, the coupon can be easily peeled off, leaving no residue on the product. The dry-release construction allows the consumer to immediately hand in the coupon to the cashier or mail it in for a discount. IRCs can utilize 3 printing surfaces: the front panel, back panel and base. Companies also use IRCs to bundle products or even entice consumers to try a new product.
Extended Content Labels or Booklet Labels are ideal for companies that have smaller labels or that would just like to have more information on their label. Utilizing ECLs allows brand owners to: include federal and state required regulatory information at legible type sizes; provide value added product information, such as recipes, use instructions for consumers looking to educate themselves about product purchases; keep health and safety information with the product for the entire product life cycle; maintain space for brand and marketing messages; and include multi-lingual content. Economic and sustainability benefits include reduction of SKUs, especially in the case of multiple export countries to reduce printing and inventory costs.
Because of the limited space on a standard label, IRCs and ECLs allow for companies to promote or display additional information about their product right where they need to, on the product itself, without destroying the visual appeal of their packaging.
Looking for new and innovative ways to market and promote your product can be challenging. Success with IRC's and expanded content labels comes in the form of promotion for brand loyalty. When was the last time you offered your customers a reason to continue doing business with your company?? If you are a business owner, you can't be standing next to your customers every time they go to a store to purchase your product. What is going to set you aside from the competition? For years, packaging designers have been creating new and innovative packaging to make your product more eye catching to consumers. When you walk down the aisle in a store what is it that really sets you apart from the competition? Let's face it, any brand thats worth anything has packaging with just as much "pop" as yours!!
So what's next?? IRC's and expanded content labels have been used for brand loyalty by many companies. Often we see them on offers from companies like Proctor and Gamble, Johnson and Johnson, or even the large up and comers like 7th Generation. So why not take advantage of offering brand loyalty even if you are a smaller scale company. If you are competing in the retail world, why not model yourself after companies that have a proven track record of brand loyalty. Using an IRC or expanded content label can certainly give your customers reason to return to the shelf for your product. Try adding a coupon to the front of your packaging for your own brand loyalty. Click here to learn more about IRC's and expanded content labeling.
Dry Technology Products can be a powerful marketing tool! This weeks Blog is brought to you by Mike Szymanski. With decades of experience in the label and packaging industry Mike can speak to a multitude of solutions for almost any application!
Instant Redeemable Coupons (IRC) are a label product which is most commonly applied to retail products to offer an instant in store discount or mail in rebate.
The removable coupon is created when the facestock and top film ply of the coupon base are separated from the bottom film ply on the substrate or the product its applied to. The dry coupon (no adhesive) can be printed in four color process or in just a couple of colors, many facestocks are available for the many different construction possibilities. Coupons are designed for automatic applications and they will all remove cleanly with no adhesive residue. Built in lift tab areas can be designed to facilitate consumer acceptance and will not obstruct the graphics underneath.
IRCs can be presented and promotionally developed as a turnaround tool, for return coupons, proof of purchase, receipt cards, sweepstakes programs, and promotional labels. Direct mail is another marketing use of this type of tool and its capabilities. One direct mail marketing use would be temporary I.D. cards. The garment industry would use this type of label as a removable hang tag, or another non-tacky type label.
The marketing of instant on-pack coupons, used on the outside of a package and that are removed and redeemed instantly for the product inside have the highest rate of success. This type of application has the highest redemption rate because you just peel and redeem, no clipping, saving or searching. List price is maintained by on-pack coupons, and eliminates double bookkeeping by the manufacturer and retailer. On-pack coupons can be implemented quickly with packaging changes being unnecessary and savings advantages offered without impairing brand image. Instant coupons encourage trial purchase and reward brand loyalty. Product labeling like food labels and beverage labels can be used like a coupon to market sweepstakes, games and contests to generate consumer involvement and brand recognition.
To ensure success of your coupon program we can suggest and supply ideas and the necessary materials that will aid in the specifications and pertinent information for construction design, development, and application of yoour labeling projects. Samples can be supplied upon request.
Are you looking to run a promotion on an existing product? Have you been offering your customers coupons? Does your product require expanded content labels? Could IRC's (instant redeemable coupons) be the key to some sales success at your company?
IRC's, folded coupons and expanded content labels are growing ever more popular in todays label market. Whether you are a large scale company like 7th Generation or a small business that is looking to promote a product or service, these labels can come in quite handy. Recently 7th Generation ran a couple of different promotions for both their laundry detergents and their diaper packs. On the laundry detergent bottles you may have seen a promotional coupon for the Laurie Berkner Band. On their diaper packs there was an IRC for the new Dr. Seuss movie The Lorax. What was unique about both of these labels was the amount of information they could hold on them based on their constructions, and that they both had variable codes on them for customer's to redeem for either free music or a gift with purchase.
For companies looking to boost sales over the holidays or to run a promotion for their customers, these different constructions of labels can be a real charge for their products! If you are curious about getting an IRC, expanded content label, or coupon quoted just give us a call!