Rethink B2B in a highly competitive North American market.
Elopak is more than a supplier of packaging solutions for liquid food: it is a partner in sustainability and innovation. While cost-effective plastic still reigns supreme, consumers are increasingly demanding responsible packaging, giving us the perfect opportunity to shift the conversation from price-based packaging commodity to value-added eco-solutions. The objectives: start a conversation with potential clients, innovate the B2B communication approach, find simple ways to convey complex subject matter, and finally, develop stand-out communications in a highly competitive landscape.
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Client
Elopak
Services
Audit and analysis of market trends
Audit and analysis of the competition
Customer Insight
Brand positioning
Content Strategy
Team
Marie-Ève Caron, brand and content Strategy
Nicolas Boissy, art direction
Mélanie Franz, copywriting
Steve Desmarais, graphic production
Diane Simard, 3D production
Photosynthèse, printing
Cri, HTML programming
Strategy
After a deep dive into the client’s end-to-end offer, we crafted unique content based on each of the audience insights and primary areas of interest. We focused on individual C-Suite members with the power to effect changes to their packaging operations. We went to the heart of both sustainability and informed economic incentives that applied to each target, demonstrating Elopak’s vast knowledge and market expertise.
Idea
We quickly landed on personalized direct mail as the optimal way to drive trial. We wanted prospective clients to envision their product in Elopak’s solutions. Each box told a story in two pieces: a sleeve with hard-hitting facts about the economics of sustainability and consumer trends, and the PurePak Natural Brown Board gable top, Elopak’s most advanced carton solution. We delivered 400 kits into the hands of qualified leads, following with 3 custom content emails to complete the story. Sales tools and a corporate video brought the experience to the next level.
Results
With this unprecedented initiative, personalization paved the way for sales calls: recipients remembered the DM and it offered a comfortable in.
La Famille knew how to present our complex offer simply and with great impact, a real tour de force that set us apart from our competitors.
— Paul Nantel, Vice President Marketing, Elopak
