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packaging_efficace

HOW TO SEDUCE CONSUMERS WITH PACKAGING ?

Packaging, in addition to its product protection and preservation functions, has a very important role to play in a company’s marketing strategy. Indeed, packaging is the main marketing tool influencing consumer behavior directly in the store. Focus on this powerful marketing tool.

 

The packaging of a product must deliver a powerful and effective visual message, as it is the first impression that the customer will have of a product. In addition to its functional dimension, packaging has a sensory and emotional function: within a few seconds, it must provide clear information to trigger a purchase act. It is clear that packaging design has a direct impact on sales. For example, H2O communication has collaborated with brands that have seen their sales increase considerably following a rebranding operation at the end of which the packaging was modified. In this case, the products have not changed, only the packaging has been redesigned. Another proof that the consumer first buys with his eyes.

 

Various elements of the packaging can be changed, in order to seduce customers and differentiate the products from the competition on the shelves : typography, materials, printing quality, colors… All these are factors that a company needs to stand out from the competition directly on the shelves and specify its offer at a glance. For example, the company Vitapom’ was struggling with apple juice packaging that suggested products that were more artificial than natural. H2O communication has created a sleek packaging with a natural and refreshing look that stands out from the competition in store. As a result, Vitapom’ sales grew significantly.

 

Currently, some types of packaging are particularly appealing to consumers in stores:

 

Eco-packaging

It reflects the image of a “green” product thanks to its vegetal design, natural tones, the absence of unnecessary packaging, materials such as paper or cardboard… This type of packaging ideally reflects the company’s values.

 

Interactive

This type of packaging is very modern and allows consumers to interact with the product. For example, a barcode on the packaging allows the customer to go directly to the brand’s website. Interactive packaging is powerful and remains firmly rooted in the minds of consumers.

 

Ergonomic design

Securing and reassuring for the customer, it clearly presents all product informations in addition to a simple and functional design.

 

Colorful

It attracts the attention and stands out directly from the products placed nearby on the shelves. Some tones will inspire more or less positive emotions to the customer, so they should be selected carefully.

 

Sleek

Playing on sober colours, transparency effects that reveal the product through the container, simple lines and a minimalist design, the sleek packaging continues to seduce customers and inspire the most famous brands

 

A packaging that attracts from the very first seconds and stays in the minds of consumers is a major factor in sales and, ideally, customer loyalty. It must be worked on with care and in harmony with the brand’s identity, reflecting its values while remaining up to date and attractive to customers.

lunetterie-beland_branding

LAUNCHING : LUNETTERIE BÉLAND’S BRANDING

Eager to modernize its brand image, Lunetterie Béland mandated H2O communication to create its new branding. This marketing operation had the goal to increase the company’s notoriety while standing out within competition. Moreover, in order to optimize its online presence to enhance customer experience, Lunetterie Béland also entrusted H2O with its new website’s programing.

 

The new branding, just as the rest of the communication tools that were created, needed to reflect the mission and the quality services Lunetterie Béland offers on a daily basis.

 

Following that idea, H2O communication first came up with the evolution of the company’s logo by modernizing it and making it more momentous, before taking care of the typography and the proportions around it.

 

Inspired by the logo and its round shape, H2O communication created a modern and unique new branding. The pictures that were selected for the website and various communication tools are also important branding elements. They show a wide range of people from various age groups, highlighting the company’s mission to offer quality frames to all.

 

H2O communication also came up with the corporate signature “Your vision for life”, a perfect illustration of Lunetterie Béland’s philosophy ; to accompany its clients from their youngest age and for the rest of their lives.

 

On top of the branding, H2O communication completely redesigned and programmed the new website, integrating the brand’s image to it. The arborescence and the design aim to enhance customer experience. The website now has keywords and was programmed to optimize SEO.

 

H2O communication created a branding corresponding to Lunetterie Béland’s image ; vibrant and distinctive. It is an accurate representation of the mission and the superior quality services the company has to offer. Thanks to its new branding, Lunetterie Béland stands out and expands its notoriety. Moreover, the new website allowed the company to increase the trafic on its website.

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INTERN

H2O communication has chosen Mr. Louis Lanneau as a new creation intern. He comes from Belgium and is completing a four-month internship with us in graphic design/communication as part of his Master’s degree in advertising at the Institut des Hautes Études des Communications.

 

As part of his internship in graphic design, Louis participates in the agency’s various activities. In particular, he participates in the many creative meetings. Louis also takes part in exercises to create various communication tools such as advertising media, web content, etc.

 

As for the agency, Louis submitted his internship application to H2O Communication because he greatly appreciated the agency’s portfolio. Working regularly with SMEs and large companies as well as for some companies working in the field of healthy food, H2O communication’s values have guided Louis’ choice of our agency. Mr. Lanneau chose Montreal for his internship because he had already stayed there and had greatly appreciated the atmosphere of the city. He therefore chose to repeat the experience, this time for an academic stay.

 

After a little over 2 months of internship, Louis believes he has already learned a lot, and refined his technique on the creative software used. He particularly appreciates the design, combining creativity and technique. He already knows that he will be able to reuse these creative techniques during his future professional career.

 

H2O communication wishes Louis a good continuation of his internship.

 

In addition, H2O communication takes this opportunity to remind all local and international candidates that we receive many requests for internships in creation, marketing and communication. Like Louis, the interns we choose stand out for their enthusiasm, motivation and determination. As passionate about the field, H2O communication makes it a point to welcome and contribute to the training of the next generation.

 

Good luck to all of you!

lancement-gaios-potages

LAUNCHING THE PACKAGING OF GAÏOS’ SOUPS

A few months ago, H2O communication got mandated to create the packaging and branding of Gaïos, a Quebec-based company that specializes in cold-pressed juices and smoothies made from fresh products.

 

By creating the company’s entire branding –from the name to the communication tools, H2O was able to emphasize the company’s mission ; offering a wide range of natural and nutritious products, while tackling food waste. As a matter of fact, Gaïos uses unsold fruits and vegetables that became too mature for retail ; the more mature the fruit or vegetable, the more nutrients and taste it has.

 

The entire branding was a success, in the way that the company’s sales are doing very well. Well enough, actually, for Gaïos to launch a complete range of soups ! And, because good news rarely come alone, the company is also expanding throughout the country. H2O communication was then mandated to take care of the soup’s packaging too.

 

Just like their juices and smoothies, Gaïos’ soups are made from cold-pressed vegetables. This is why H2O communication kept the general direction of the company’s visual identity, with a consistent and synergetic variation to fit the new products, banking on vibrant colours and transparency. Every soup has a specific colour for its bottle, creating a contrast with the colour of the soup itself, but always in that bright and vivid way ; an integral part of Gaïos’ identity.

 

The see-through labels are a reminder of the company’s transparent policy; their products only contain fruits and vegetables, with no preservatives. They also allow the customer to see for themselves !

 

H2O communication is proud to contribute to Gaïos’ development. All their products are displayed in several points of sale across Quebec, including IGA, IGA Extra, Rachelle Bery, Marché Tradition, as well as all the branches of Première Moisson and Marché Tau. And, not to forget, these juices, smoothies and soups are also available in certain stores in the rest of Canada.

publicite-superbowl

SUPER BOWL & ADVERTISING

It’s no secret that the Super Bowl is one of the most watched TV events in North America. Since its first edition, the sporting event is also a cultural and advertising event. Each year, advertisers have 30 expensive seconds to unveil to the general public new and spectacular ads. Once again, last year, some ads stood out and won the hearts of the public. Think of Alexa losing her voice, Peter Dinklage’s lip sync battle for Doritos and Morgan Freeman for Mountain Dew.

 

While the Super Bowl remains a must-see television and advertising event, the sporting event has seen a slight drop of viewers in 2018. The advertising budget has also dropped from $ 534 million in 2017 to $ 419 million the following year. Remember that the average price for a broadcast of 30 seconds during the Super Bowl is $ 5 million. Some experts argue that this  decline is partly caused by the growing awareness that football is a dangerous sport.

 

However, with more than 100 million pairs of eyes glued to their screens each year (only in the United States), advertising investment can only be profitable. Almost half of the audience say they like to watch the commercials broadcast during the Big Game ! It’s more than any other program. This is not surprising since during these precious minutes of advertising, brands come out with outstanding campaigns created especially for the occasion. These campaigns are then adapted and broadcast on social medias. Then, they reach an even larger audience, all year long. Increasing even more the return on investment.

 

Some advertisers choose to unveil their campaigns before the Super Bowl to increase their visibility. Others, on the contrary, keep the suspense until the last minute to titillate the curiosity of viewers. 30-second spots are not the only forms of advertising around Super Bowl. Some brands with smaller advertising budgets still use the event to create incredible and ingenious campaigns. Think of the magnificent and effective Volvo Interception campaign that took place on Twitter in 2015.

 

A few days before the 2019 edition of the Super Bowl, we can not wait to see the new advertising masterpieces

rediger-infolettre-efficace

HOW TO CREATE EFFECTIVE NEWSLETTER

Concrete link between brands and customers, the newsletter is an essential marketing tool. However, in order to achieve its objectives, it must be well written and harmonious in its content as in its form. Therefore, here are 5 tips for writing an effective newsletter !

Personalized content

This may seem obvious, but the first thing to do to write an effective newsletter is to provide personalized content that meets the needs and expectations of readers. Thus, data and information about customers is the key to the success of personalized newsletters. For example, a company with the purchase profile of its customers can send them customized newsletters. Thus, a customer interested exclusively in items on sale will receive content about it.

 

Human tone

In a technologically hyper-connected society, the human relationship becomes more and more valuable. Adopting a human tone allows the reader to guess the presence of the newsletter’s writer behind the screen. Thus, the company creates a real link of quality with its target clientele.

Great design

Headers, hooks, initials, logos, hyperlinks, photos … it’s about using the unique graphic codes of the company, whether to be identifiable or to make an impression. For the sake of efficiency, it is imperative to create responsive newsletters. It is also important to keep in mind that a newsletter is the extension of a website. Therefore, the newsletter must be in perfect symbiosis with the company’s website.

Ideal length

It is sometimes difficult to judge, with more or less precision, the size of a newsletter for maximum effectiveness. With images and adaptable content, a newsletter that is too short will not be taken seriously. As for a newsletter that is too long, it will tend to annoy the reader, who will not go to the end of the page. Outside advice may be helpful. The best solution is to be proofread before validating the final sending.

Great email subject

No matter the field, it’s important to use a creative and interesting email subject. It is the subject of the email that creates the reader’s first impression of a newsletter. Consumers are constantly bombarded with information. To stimulate the interest of readers, objects must stand out. What kind of object will make the reader want to open the email? Something personalized (Ex: Anna, we offer you …) for example, will be more eye-catching than a simple ‘10% discount just today!

communication-epuree

MINIMALIST DESIGN & EFFECTIVENESS

Much more than just a graphic or advertising trend, minimalist communications is a major asset when it comes to branding and marketing. Whether it’s branding, advertising or a website, the minimalist factor is often synonymous with marketing effectiveness.

 

For example, when it comes to branding, think of big international brands like Apple, Starbucks or McDonalds. Over the years, these companies have simplified their logo ! Major brands are simplifying their logo and branding for several reasons. First, a simplified logo is much clearer and memorable for the consumer. Indeed, if a logo is simple and readable, it will be easier for the consumer to understand the message and to memorize it. The same goes for every element of the branding. In addition, a minimalist branding is more functional. Take the example of the logo. A minimalist logo is easier to apply on all communication tools. Whether on a cap, press pocket or pen, a minimalist logo is easier to print. Another advantage of a minimalist branding: timelessness. A minimalist branding remains effective and aesthetic for many years.

 

Minimalist communications are also effective in the advertising field. In a world where consumers are constantly solicited by advertising content, companies only have a few seconds to attract attention and send a message to the target. In this context, the minimalist aspect allows not only to stand out from the competition, but also to highlight the most important elements of advertising. In addition, by simplifying the textual and visual information, it easier for the consumer to assimilate the message.

 

In terms of web communication, the same principles prevail. Internet users spend more time on a website if it is easy to navigate. Thus, it is essential that the visual and textual information on the website is clear and concise. Hence the importance of minimalist communications. A minimalist design helps users to quickly understand the structure and content of the website. In addition, just like branding, a website with a sleek design will age better than one with many details.

 

Ultimately, opting for minimalist communications has many benefits. Much more than a trend, it is about ensuring effective and sustainable communication. It is for this reason that minimalist communications are part of H2O communication’s DNA.

poste-designer-graphique

GRAPHIC DESIGNER POSITIONS

We would like to thank the 237 applicants who applied for the full-time and  part-time graphic designer positions at H2O Communication. We are currently processing your applications. The interviews will begin January 14th for a period of 2 weeks. Thank you for your interest and good luck to all !

happy-holidays-2018

HAPPY HOLIDAYS

H2O communication wishes you health, serenity and prosperity !

The holiday season is also an opportunity to take a break. Please note that our offices will be closed from December 21st, 2018 to January 6th, 2019 inclusively.

Looking forward to seeing you again in 2019.

web-marketing-trends-2019

WEB MARKETING TRENDS 2019

Web marketing is changing rapidly. Whether it’s design, social media or website, marketing is constantly influenced by the arrival of new technological advances. Obviously, the change in consumer behavior also has a strong impact on web marketing strategies adopted by companies. Thus, companies, as well as marketing specialists, must closely observe the evolution of marketing trends. In this regard, December seems to be the perfect time to look into the digital marketing trends of the upcoming year. Here are 3 web marketing trends of 2019 that we recommend to our clients.

 

SEO: again and again

In order to offer higher quality content to its users, Google has adopted several changes in its SEO policy. In 2018, Google’s requirements were mostly technical. Indeed, sites with internal / external links, publishing long text, incorporating meta-descriptions of quality could have a good SEO without necessarily providing great web content. Google has recently integrated semantics into its list of SEO criteria. Otherwise formulated, both the technical and semantic aspect of the web content is now analyzed by Google. Thus, in 2019, companies will have to redouble their efforts to create high quality content to improve their SEO. In 2019, SEO strategies will also have to take into account the growth of voice searches.

 

Authentic content

In 2018, brands have relied on the abundance of web content. Indeed, companies have made the habit to diffuse frequently, sometimes at the expense of the quality of the contents. Consumers have been overwhelmed by web content. In 2019, companies will have to rely on original and authentic content in order to stand out and reach their target. Precisely, companies will have to publish emotional content that integrates perfectly their brand image.

 

Video content: a must

According to the latest statistics, 8 million videos are published every day on Facebook. On YouTube , more than 1.5 billion subscribers watch at least 1 hour of videos daily. Then, 300 million people a day use stories on Instagram. These three impressive statistics show that Internet users love video content. This appreciation for videos is not expected to decrease soon. Thus, as part of an effective marketing strategy, companies have to create videos to reach and interest their target customers.

 

Obviously, several other marketing trends will mark the year 2019. For example, given advances in the field of artificial intelligence, it is likely that 2019 will be the year of the democratization of chatbots. These automated conversational agents help improve the customer experience by providing quick and personalized responses to users. They will therefore be more and more widespread in the upcoming year. For more details on all the trends in web marketing of 2019, and especially to know how to apply them to  your marketing strategy, do not hesitate to communicate with us.