Michael Keplinger

Brand Land

English - April 27, 2021 11:30 - 25 minutes - 24.3 MB Video
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Previous Episode: 49. The keys to aligning your brand and customer experience w/ Christopher Wallace

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Whether you’re working with digital products or physical items, packaging matters. In fact, your packaging may be the only interaction a customer has with your brand, so it’s important to make it count. But where do you start?

This week we sat down with Michael Keplinger, Director of Strategy and Managing Partner at SmashBrand, to learn more about how his company helps clients optimize their packaging through a strategic, data-driven process. Michael’s unique background in engineering and consumer psychology helped him design a specialized approach to A/B testing that has helped drive sales for a variety of brands both on the shelves and online.

What we discussed:

- Why A/B testing is essential, and why it’s worth the investment

- The main objectives of packaging, and why it’s important to get it right

- The key factors to measure when undertaking A/B testing

- How A/B testing a physical product compares to A/B testing a digital one

- The SmashBrand approach to A/B testing and why it’s effective

- Real-life examples of A/B testing and its impact on brand sales