Super Leaders – a newly-defined digital community of early adopters and brand amplifiers – are now the most influential group in building, or eroding, brand preference, according to the Tetra Pak Index 2017. Companies that fail to engage with Super Leaders in the right way risk missing the opportunity to harness their influence and help them build their business.
Brands need to focus their online engagement on a new generation of influencers if they are to thrive in a connected, information-saturated world, according to the Tetra Pak 2017 Index. The company has identified a group of Super Leaders, the most influential subset of the wider online community. When engaged, these influencers can become brand advocates to spread messages, shape opinions and help build trust in products.
The report shows that third-party, user-generated content is becoming increasingly important, and is often more convincing than direct communications from brands. By engaging the Super Leaders, brands can concentrate their resources on a smaller group, while reaching a wider connected audience. As case studies in the report illustrate, many brands have already begun this approach.
Representing just 7% of the online population, Super Leaders are the most active and social people online. More than half (57%) of them write brand and/or product reviews every week, and nearly two-thirds (65%) say they are more likely to do so after a positive experience. In addition, more than three-quarters (78%) expect brands to reply to their reviews and ratings, saying that interacting with brands on social media improves their opinion of that brand (79%).
The report also shows how the customer journey is shifting from a relatively linear process to a complex network of multiple touch points. Consumers today search for product information before, during and after buying. They refer to at least four information sources pre-purchase, many of which are beyond the control of brands - all the more reason for companies to engage the Super Leaders, as their reviews and conversations with brands form one of the most credible information sources for consumers.
Alexandre Carvalho, Director Marketing Services at Tetra Pak said: “Using new ways to reach the connected consumers is especially important when you think of Generation Z and others who are becoming an important consumer group. They have been brought up in a digital world, and expect brands to communicate in a similar way. The age of passive, one-way communication is over. Brands need to adjust their communications and use more channel-specific, smart, authentic and engaging content if they are to seize the opportunities in this new world.”
In addition, the report demonstrates that packaging has an important role to play in offering a gateway to greater consumer engagement. For example, digital codes printed on packages can improve transparency of traceability, allowing consumers to access information about the product right down to the source. The package can also be transformed into a platform for two-way information flow where brands can capture specific, valuable data about their consumers as well as share more information about the product itself.
Alexandre Carvalho, Director Marketing Services at Tetra Pak said: “The digital package gives brand owners a direct link to the consumer through an important communication channel – the product itself. To make the most of this fully owned channel, we are piloting the use of augmented reality and other digital technology in our packaging to help our customers stay ahead of the game.”
Tetra Pak acquires leading manufacturer of mozzarella cheese making equipment
Tetra Pak has acquired Johnson Industries International, a company specialising in the design, development and manufacture of equipment and lines to produce mozzarella cheese. The company also manufactures a range of cheese cutting, shredding and brining equipment.
Tetra Pak gets closer to fully renewable packaging goal with new aseptic carton
Tetra Pak announces the launch of a new version of Tetra Brik® Aseptic 1000 Edge with Bio-based LightCap™ 30. This is the first aseptic carton package in the world to receive the highest class of Vinçotte certification for its use of renewable materials.
New Tetra Pak PlantMaster gives manufacturers end-to-end plant control
Tetra Pak has today launched a new version of the Tetra Pak® PlantMaster, enabling manufacturers to programme their entire plant through a single data management system. The upgrade includes the Tetra Pak PlantMaster MES Suite (Manufacturing Execution Systems), a new software programme specifically designed for the food and beverage industry, which provides a user-friendly interface.
Tetra Evero Aseptic - the world’s first aseptic carton bottle wins WorldStar Award
Tetra Pak has won a WorldStar Award for its Tetra Evero Aseptic package, the world’s first aseptic carton bottle for ambient milk. The international award from the World Packaging Organisation recognises excellence based on a number of attributes including innovation, quality, design and environmental credentials.
Tetra Pak sees strong performance in 2015 in spite of global headwinds
Tetra Pak’s revenues reached €11.9 billion in 2015, a rise of 7.5% on the previous year, as a strong business performance helped overcome the impact of continued challenges in the global economy. Positive currency impacts accounted for 6.3% of the increase, but the company also reported solid growth in both Services and Processing Solutions, while its Packaging sales advanced at a more modest rate.
Tetra Pak acquires Dutch cheese mould leader Laude
Tetra Pak has acquired Laude, a market leader in the design, development, and manufacture of plastic moulds used in hard and semi-hard cheese production. The acquisition will strengthen the company’s position as the world’s leading provider of complete solutions for cheese manufacturing, and will extend the availability of Laude products in the global market.
Tetra Pak receives the world’s most prestigious manufacturing award
Tetra Pak’s packaging material factory in Gornji Milanovac, Serbia, today received the world’s top award for manufacturing excellence. Presented by the Japan Institute of Plant Maintenance, the World Class Total Production Maintenance Award recognises facilities that have achieved outstanding levels of production reliability and efficiency. In the past 40 years, only 20 companies, worldwide, have received this accolade.
Tetra Pak launches the world’s highest capacity homogenizer
Tetra Pak today announces that the world’s largest capacity food processing homogenizer has gone into operation with its first customer. The Tetra Pak® Homogenizer 500 can produce up to 63,600 litres per hour, offering outstanding product quality at the lowest operational cost available.
New and improved Tetra Pak Ice Cream Filler A3 cuts operational costs for producers
Tetra Pak® has launched an ice cream filler designed specifically for small to medium producers looking to lower operating costs with minimal investment. The Tetra Pak Ice Cream Filler A3 produces up to 18,000 ice cream cones per hour and features three enhanced components.
Tetra Pak creates a fully renewable gable top package for the US
Tetra Pak has successfully produced a regional version of Tetra Rex® Bio-based for the US market. Known as the “bio-based gable top”, the package is made entirely from plant based materials and has been configured to be used on existing gable top filling machines, without the need for any modification or additional investment.
Tetra Pak expects to deliver more than 100 million fully renewable packages in 2016
Tetra Pak announced today that the company expects to deliver more than 100 million packs of Tetra Rex® Bio-based to customers during 2016, reflecting strong demand for the package since its launch in January 2015. The world’s first package made entirely from plant based materials has gained popularity among consumers across Finland, Sweden and Norway, with brands such as Valio, Arla Foods, Vermlands Mejeri, and TINE.
Tetra Pak Magazine Deeper in the Pyramid
In this edition of the Tetra Pak Magazine, we look closely at these opportunities. We present some of the many ways in which Tetra Pak is helping customers meet the needs of low-income consumers around the world with nutritious, safe, quality packaged food and beverages.
Tetra Pak and DeLaval commit to up-skill Dairy Farm Management in China
Tetra Pak and DeLaval, sister companies in the Tetra Laval Group, today signed a five year agreement with the Dairy Association of China to provide training to Chinese dairy farm managers. The signing ceremony was attended by both the Chinese and Swedish Ministers of Agriculture, who have a Memorandum of Understanding to increase co-operation in agriculture.
Tetra Rex Bio-based wins top award for 'Sustainable Innovation'
Tetra Pak has won another award for its revolutionary Tetra Rex® Bio-based - The World's First Renewable Package. Ethical Corporation announced Tetra Pak as winner of the Sustainable Innovation title at the Sixth Annual Responsible Business Awards ceremony in London last week.
Tetra Pak TR/G7: the new low-cost, high performing filling machine
Tetra Pak announces the launch of the Tetra Pak® TR/G7, a low cost, easy-to-operate high performance filling machine for chilled distribution. The Tetra Pak TR/G7, which has a capacity of 6500 gable top packages per hour, delivers significant environmental benefits compared with equivalent machines in the market, with for example electricity consumption cut by a third.
- Jo Webb
- Company News
- Created 06 SEP 2017
- Modified 06 SEP 2017
- Hits 143