Special Events Packaging

Individualised marketing

For several decades, marketing concentrated solely on mass consumerism.

This strategy was overturned in the early 1990s by a new concept: one-to-one or individualised marketing. No longer was the market divided up into segments, sub-segments and other targets, the consumer began to be considered as an individual who should be treated as such with his or her own needs and his or her own pattern of behaviour. The concept is continuing to evolve, opening up new avenues.

First of all, the personalisation of mass consumer goods: sofas in your colours, made-to-measure jeans, cosmetics to suit individual eye and hair colouring, etc. Of late it has led to situational marketing, founded on the observation that the same customer will purchase differently depending on where they are: holiday, business trip, alone or accompanied.

Customised packaging

At present, real one-to-one marketing is the prerogative of just a few luxury brands. However all the actors of the mass market have to face up to the urgent need to resist falling into the wayside of commonplace anonymity in order to survive among a market glutted with goods. Advertising which seeks to stimulate the consumers' imagination and relational devices which endeavour to become a part of the consumers' daily life are part of this survival strategy.

The distribution networks which have best integrated this concept are selective retail and the internet. Online sales sites are testing a new form of customisation, facilitated by the direct link between the producer and the final customer. It is here that the packaging industry is showing itself to be most creative, by offering the possibility of choosing cosmetic packaging (bottle or jar, decoration, etc.), bottles of brandy engraved with a personal message, bottles of perfume with a token of love or even music compilations burnt onto CDs with jackets produced on request.

MySleeve®

Packaging tailored to a single unique person. The principle of course exists but was formerly set aside for an elite. In 2004, Sleever International industrialised personalised packaging with its new MySleeve® concept, making it possible in just a few seconds to customise your product with SLEEVER® right at the POS, for example a bottle of champagne, with of course the possibility of customising a wide variety of complex shapes and a variety of materials (plastic, metal, glass, etc.).

Packaging becomes a communication vector which can be adapted and personalised at will. It is renewed proof of the group's ability to revolutionise the packaging world by keeping abreast of state-of-the-art marketing needs.

·One-to-one marketing was invented by the American advertising executive Don Pepper and developed in two books co-signed with Martha Rogers : "The One to One Future" and "Enterprise One to One".