Point of Sale and Packaging with Siena Dexter
As Director of Strategy at Smashbrand, Siena Dexter helps both online and offline brands refine their point-of-sale positioning and packaging. Believe it or not, in 400+ episodes, we haven\u2019t spent that much time talking about these incredibly important topics and touchpoints. Sienna and I discussed point of sale, packaging, and testing this week on the On Brand podcast.\n\nAbout Siena Dexter\nSiena Dexter is Director of Strategy and Associate Partner at Smashbrand, where she works with FMCG brands to create branding and packaging that\u2019s proven to perform at point of sale through quantifiable data. Working internationally at agencies in London, Dusseldorf, and now Idaho, Siena has positioned brands from startup challengers to multi-brand enterprises for proven commercial success.\n\xa0\nEpisode Highlights\nWe don\u2019t talk about packaging and point of sale enough \u2026 Not to be confused with Encanto\u2019s Bruno, we don\u2019t talk about these important topics nearly enough as we\u2019re distracted by the abundance of shiny new\u2014often digital\u2014things in marketing today. \u201cDirect to consumer is seeing opportunities from shelf,\u201d Siena notes.\n\u201cTesting feeds into strategy which feeds into testing,\u201d Siena said. However, brands and agencies alike tend to keep testing at arm's length when it should be better integrated\u2014as it is at Smashbrand\u2014to be a more holistic aspect of your ongoing strategy.\nWhat\u2019s one thing listeners can do to help with their point of sale today? \u201cKnowledge should be shared more,\u201d Siena began, noting that there are two important things brands can do \u2026\n\u201cFirst, understand your audience and make sure they\u2019re the heroes of your story. Not your brand,\u201d Siena cautions. \u201cHow does your purpose fit into the lives of consumers?\u201d She also suggested that marketers should start looking at the shelves as they shop and consider the various messages and hierarchies and how they relate to one another.\nWhat brand has made Siena smile recently?\xa0Siena came prepared for this question! While she was originally going to talk about Dirtea mushroom powders and teas, she settled on a new story featuring a pair of salt and pepper shakers \u201cpinched from Virgin Atlantic.\u201d Listen to the episode for the full story\u2014along with a surprising connection to our point-of-sale conversation.\nTo learn more, check out the Smashbrand website and connect with Siena on LinkedIn.\n\xa0\nAs We Wrap \u2026\n\n\nListen and subscribe\xa0at\xa0Apple Podcasts,\xa0Spotify,\xa0Amazon/Audible,\xa0Google Play,\xa0Stitcher,\xa0TuneIn,\xa0iHeart,\xa0YouTube, and\xa0RSS.\n\n\nRate and review the show\u2014If you like what you\u2019re hearing, be sure to head over to\xa0Apple Podcasts\xa0and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show.\n\n\nDid you hear something you liked on this episode or another?\xa0Do you have a question you\u2019d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.\n\n\nOn Brand is a part of the\xa0Marketing Podcast Network.\n\n\nUntil next week, I\u2019ll see you on the Internet!\nLearn more about your ad choices. Visit megaphone.fm/adchoices