Walk the talk first and then talk the walk, and not the other way around.
The second one: Be authentic, especially when it comes to purpose or sustainability. Co-creation is a key success factor that takes consumer engagement to top rates and builds earned media in a very organic way.
I’d highlight two: First, to involve the consumers, to make them take the control. What for you is the key to any successful marketing campaign – what actually makes a ‘good lead’? So we definitely try to leverage the power and reach of news media to seed the interest in what we offer. What we’ve seen is that once a marketer or a packaging designer hears about us and how we can help using digitally printed packaging to drive actual growth via richer consumer engagement, they immediately jump on board and want to explore possibilities. The nature of what we do at HP Graphics and our partnership model with marketing teams in brand owners makes news media a key way to drive awareness across our audience. How important to your brand is the news media (both B2B and B2C)?
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And packaging is the right balance to bring a physical experience into the full consumer experience. When it comes in a creative video format that taps into a meaningful insight, it becomes a powerful trigger for consideration, purchase and share. Although online media may be a bit saturated these days and it is more difficult to stand out, it remains a key touchpoint. What media channels do you see as most important and best value when it comes to marketing spend and activity?Ī combination of a rich physical and digital experience that has relevant content.
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Read New Statesman Media Group’s free white paper: How to define, discover and develop actionable leads in B2B marketing In a results-driven world, it is always reassuring to prove the concept with hard data. And most importantly, I am very proud to say that it always pays off for the brand as it comes back to them with growth in any of the forms it may be measured (revenue, market share, earned media, brand equity tracking, consumer engagement, social sentiment, media effectiveness). I think it is that I provide a different view of the role packaging can play to both the printing industry – by humanising the technology and make it more consumer-centric – and to marketers – by bringing back packaging to become a pivotal touchpoint to connect with consumers as part of a media plan.
What’s been your proudest achievement in your current role?
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This is the latest in a series of Marketing Maestro interviews produced in association with Lead Monitor, New Statesman Media Group’s AI-driven marketing solution. He answered our questions about the future of marketing while still in his previous role as Brand and Agencies Lead at HP. Guillermo Font is marketing lead FMCG and healthcare at global food and confectionary brand Mars.
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