If marketing to the masses feels daunting, consider the challenge of courting consumers one by one. That’s what will drive successful marketing and sales campaigns in the coming decades.

Fueled in large part by social media’s impact and advanced digital technologies, companies can now target individual preferences and tailor offerings accordingly. For example, eblasts targeting prospects can now be automated to gauge each recipient’s interests, buying patterns and turnoffs.
Social media posts and communiques can be very narrowly focused to appeal to small groups – and in the process, each group member.

While there are many sophisticated ways to drill down to the power of one, these leading edge methods can be supported by traditional mainstays of the marketing and branding world – labels and packaging. At the highly advanced end of the spectrum, it’s now possible to personalize labels and packaging to each consumer. Variable data and image printing enables every item to carry a level of personalization – sequential numbering or some other one-of-a-kind element.

Or, let’s raise the bar further. As discussed in an earlier column, the up-and-coming RFID technology called Near Field Communication (NFC) enables retailers to transmit changes to labels on specific products. A consumer downloads the retailer’s app onto his/her smart device. While walking through aisles, the consumer can access basic product information via phone and/or tap the label to link to more in-depth information about the product including coupons or loyalty benefits.

While NFC promotes individual retailer dynamic updating and individual consumer interaction, QR codes – easily added by manufacturers to many labels and packaging designs – are a relatively inexpensive way to accomplish some of the same objectives, such as providing expanded up-to-date product information and engaging the viewer.

When the real estate required by a QR code isn’t available for one reason or another, it’s also possible to direct the consumer by providing a basic website address on the label. This is more cumbersome and requires more time and energy investment by the consumer, but can be better than nothing at all.

Once a consumer scans or inputs a web address, what can a manufacturer do from there to capitalize on the power of one?

1. Gauge individual feedback about product performance and recommendations for improvement. So that this doesn’t look and sound like the typical short survey, consider calling it “Soundoff” or some other reasonably provocative name. Make it very clear that you want to know negatives as much (or even more) than positives because it can help improve quality in the future. Offer some type of substantial incentive for sounding off, a free product or at least a healthy discount – something beyond a token reward.

2. Assess individual feedback about how he or she does/does not want to be “engaged” and gear future marketing to that individual accordingly. This is a mainstay of automated email protocols that gather preferences, and automatically input them into a program so that the individual’s wishes are met going forward. Some people want frequent contact based on a set of parameters (e.g., special sales, bulk discounts). Others want to be left alone.

By asking preferences in this manner, it demonstrates concern for that individual’s likes, dislikes and desires about how to approach the interaction. Be very vigilant about adhering to those wishes once they’re expressed. Otherwise, there is the risk of alienating the consumer altogether, including opting out of future emails so that there is no opportunity for a touchpoint on that level.

As part of this process, offer as many questions as is practical, letting the consumer know that it’s okay to answer any or all of them. The idea here to twofold: Gather as much “hard intel” about that consumer’s buying patterns as possible; and  make it abundantly clear that serious thought has been given to this process in the interests of best marketing to a specific individual. Even if someone doesn’t fill out many (or most) of the profile questions, the appearance of a thoughtful effort can help build credibility – one major key to future preferences.

3. Address a “wish list.” Provide a venue for consumers to express their ideas about other products, delivery preferences, packaging/labeling processes or anything else that’s on their mind. Encourage feedback by asking targeted questions in different areas. For example, some consumers like to peel off labels once the product is finished for future reference or to repurpose the container. By asking the right question(s), the manufacturer can determine if an easy peel label is mandated, and respond according.

Increasingly, it will be necessary for manufacturers to target the masses one at a time to ensure loyalty and longevity. Otherwise, many will ultimately lose buyers to competitors who do.


Tammie MacLachlan contributed to this report.


Mark Lusky is a marketing communications professional who has worked with Lightning Labels since 2008. Tammie MacLachlan is the customer service manager of Lightning Labels, an all-digital custom label printer in Denver, CO, USA. Find Lightning Labels on Facebook for special offers and label printing news.