Brand Protection That Your Marketing Team Won t Say No To

Transcription

1 Brand Protection That Your Marketing Team Won t Say No To Pack Expo East, April 17, 2018 Presented by Julie Hatlem and Aaron Sniker

2 What keeps you up at night? 1. Understanding what your lost revenue is to grey market, diversion, counterfeiting? 2. Your readiness and response to a product recall? 3. Getting data and analytics for an improved ROI? 4. Keeping up with the demands of consumers? authenticity and personalized shopping

3 Overt 100% Transparent, make it easy to say YES Cost effective for brand owners Covert Not openly acknowledged/displayed to the public Do not disrupt the aesthetics of the brand

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5 LinkTechnology from HP for Digital Fingerprinting Cloud-based Software suite with assets designed for: Converter Brand Consumer These interfaces allow each package to be OVERTLY or COVERTLY marked for individualization, tracking, and continued interaction.

6 Fingerprinting Packaging or Documents with Marks QR Track & Trace Scan Count Based Security Product Diversion Recognition Customer Experience with Any Scanner QR + Guilloche Visual Confirmation of Authenticity. Secure QR Copy Protection Track & Trace Scan Count Based Security Serialized Product Diversion Secret Shopper with Max Confidence Increased Copy Protection Additional Overt Counterfeiting Deterrence Product Diversion Scan Count Based Security Secret Shopper Validation Track & Trace if Serialized Data Added Customer Engagement with Approved App Secure QR + Guilloche Watermark

7 Creation of Mark Derives Meta-Data Scan Interaction Captures GEO-LOCATION: Mobile Positioning & IP Address Referencing Street-Level Accuracy Capable Multi-Scan Establishes Product Movement TIME STAMP Date & Time Confirmation, Tied to Location Time-of-Day Consumer Interaction FREQUENCY TRACKING Logistical Step and Supply Chain Movement Copy Indication, Tied to Location User Access Campaign Interaction

8 Creation of Mark Derives Meta-Data Scan Interaction Captures GEO-LOCATION: Mobile Positioning & IP Address Referencing Street-Level Accuracy Capable Multi-Scan Establishes Product Movement TIME STAMP Date & Time Confirmation, Tied to Location Time-of-Day Consumer Interaction FREQUENCY TRACKING Logistical Step and Supply Chain Movement Copy Indication, Tied to Location User Access Campaign Interaction

9 Mark Creation/Data Capture Provides Solutions for: COUNTERFEITING COVERT: Secret Shopper or Government Regulation Specialized Platform Grey-Market / Secondary Market Tracking Through Geo-Location Duplication Indication Through Frequency/Location Reports Imperceptible Watermarks when no Consumer Action Desired Marks Hidden within Invisible Ink Channels OVERT if graphics can be sacrificed: Placement of Marks Deters Copy Attempt Guilloche Only Copied As Duplicate Image Without Unique Elements Drives Consumer to Verify Authenticity, Reducing Demand

10 0 Mark Creation/Data Capture Provides Solutions for: DIVERSION Unique ID for each piece Report generation by batch. Receipt of goods indicates conformity. Last location of positive capture.

11 1 Mark Creation/Data Capture Provides Solutions for: RECALL DALLAS ST. LOUIS Serialized Marks = Last Location and Distribution Channel Confirmation of affected product recapture, without need for mass public recall.

12 2 Mark Creation/Data Capture Provides Solutions for: AUTHENTICATION Security / Enforcement Consumer Piece of Mind Location of Sale Validity Genuine Product Confirmation Consumer Experience After Authentication Internal Read Watermark Internal / External Consumer Landing

13 Mark Creation/Data Capture Provides Solutions for: SUPPLY CHAIN High Waste Alert Indication of supply chain investigation. Surge Planning Alert Relevant and efficient with consumer engagement. Low Volume Alert Threshold and demand planning by location. Production Volume Scanning Batching and distribution controls Visual dashboard is modified to user needs and access rights.

14 Mark Creation/Data Capture Provides Solutions for: CONSUMER INTERACT Education and Buying Prompts: Best use evaluation, product directions, recall warnings, expiration prompting. Geo-Located in-store coupon and links to family products. Can be changed at any time. Socially Conscious: Direct landing to supply chain confirmation or extension of lifestyle. Direct landing to social media prompts to increase advertising traffic and brand loyalty.

15 5 Mark Creation/Data Capture Provides Solutions for: BEHAVIOR TRACKING Individual Consumer create targeted approach Location Geographic Region Duration Nearby attractions Frequency Time of Day Special Promotions Demographic Metadata Geographic Macros affect supply chain initiatives User profiles are influenced by capture from consumer interaction if desired. Limits set by brand.

16 Vulnerability is the birthplace of innovation creativity and change. Brené Brown

17 Determine Your Brand Protection Needs What is the risk involved with a product recall or failure? How long would it take you to recover? How much are you willing to invest to safeguard your customers and brand equity? What level of protection is expected from your customers? How loyal are your current customers? What will it take to establish new customers?

18 Ultimately, you don t need to choose between brand aesthetics and brand security. The choice lies in determining what options work best to strengthen the relationship and trust between your brand and customers. Join us at Booth #1323

19 Swing by our booth Innovation Stage Booth #1323