PACK EXPO Las Vegas 2011: Growth and Innovation highlight a record breaking show

By Ameann de John

- Last updated on GMT

Related tags Marketing

Record breaking attendance of cosmetic executives at Pack Expo Las Vegas 2011 is down to the fact that industry leaders are searching for innovative ideas from other industries to provide that all-important head start in the market.

It is common to borrow from other markets in order to gain original, inspirational ideas and concepts to produce a greater curb appeal for ones product marketing.

This outside the box exploration ended up being the enthusiasm for the many personal care professionals at packaging innovations at Pack Expo this year.

PMMI, owners of the Pack Expo trade shows reported staggering percentage gains this year. From a near 15 percent jump in overall attendance for their 8th show, to a 32 percent spike in international attendees and a more than 36 percent increase in exhibiting companies, the numbers were in the black across the board.

Featuring the latest technologies

Every other year, Pack Expo features processing and packaging novelties for numerous vertical markets in order for them to see and be seen. This format allows the exchange of marketing sizzle for all exhibitors and attendees. In total, over 40 niche markets were represented, ranging from food and beverage, to pharmaceutical and cosmetics, and pet food.

Kodak sponsored an exhibit using eye-tracking technology in a simulated retail environment called the Consumer Retail Experienc, the brainchild of graduate students at Clemson University, a PMMI partner school.

This technology assesses the packaging features that draw consumers’ eyes and ultimately, lead them to purchase a product, making an essential tool to discovering what makes consumers tick when it comes to packaging.

Package of the Future competition

In The Brand Zone, Project 2020: The Consumer Experience, visionary thinking was honored in the “Package of the Future” competition'. This contest was won by Directions Marketing for its “Tri-tainer” concept for pet food packaging.

According to Julie Ackerman, Senior Director of Public Relations & Communications at PMMI, “New to our show this year, Project 2020 challenges the design community to envision how packaging will drive consumer purchasing decisions a decade from now.

Entries were scored on a scale of 1 to 10 in four categories: Creativity/Originality, Practicality, Benefit/Usefulness to the Consumer and Overall Design.” This new venue inspired attendees to think beyond the traditional finished design.

Customer-centric approach

Pack Expo’s customer-centric approach helped attendees tailor the 2011 event to their precise needs. For instance, attendees and exhibitors could connect in lounges organized for specific vertical niche markets and further could sign up for the on-going Pack Expo Connected Communities.

These serve a similar purpose to the lounges, but they are online, a perpetual yearly platform for networking and staying in touch with your specific market of the processing and packaging communities.

All of the above led up to what was a phenomenal, energetic, and inspirational show for exhibitors, presenters and attendees alike, and allowed Cosmetic Executives to sample the latest innovations market wide.

Related topics Packaging & Design

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