Marketing for packaging manufacturers
Cost per unit, recyclability and lead time decide the account, so every page, sample request and tender response answers all three.
Where the money moves.
Two doors, and a commercial director has to hold both open. One is a formal RFQ with a scoring matrix, where a procurement team weights cost per unit, lead time, compliance and sustainability, and your response is judged against a rubric you never see. The other opens quietly, when a category manager has had a lead time failure or a specification change and starts looking without telling their incumbent. Marketing built only for the tender misses the second door entirely, and the second door is where margin lives.
Every conversation reduces to cost per unit, recyclability and lead time. APCO reporting obligations and the 2025 National Packaging Targets put a sustainability manager beside procurement in the room, and their questions are specific: what does the Australasian Recycling Label return for this format, how much recycled content can be verified, is the structure mono-material or does it need separation to be recovered. A supplier who answers all of that precisely, in writing, on a public page, gets shortlisted before the first call is made.
Nobody converts on a contact form here. They ask for a sample, a specification sheet or a line trial, and the trial is where the deal is actually decided, at machine speed, on their filler, with their product and their artwork. Everything on the website should be shortening the distance to that moment. Substrate, format, volume and existing pack details captured at the request stage let your technical team respond with something useful rather than an email asking four questions.
Ignis runs strategy, brand, website, search, technical content, paid media, email and public relations for manufacturers from one in-house team. Tooling drawings, artwork libraries, ad accounts, the domain and every file stay in your company's name from day one. Reporting is written against sample requests converted to trials, trials converted to supply agreements, and revenue per account, which is the only sequence a commercial director can carry to a board.
What we run.
Sample requests
The form is the product. Substrate, format, dimensions, annual volume, existing pack specification and artwork status all captured at the request, so your technical team replies with something useful the same week instead of four clarifying questions.
Recyclability in the buyer's language
The Australasian Recycling Label outcome per format, verifiable recycled content, mono-material structures and what actually gets recovered, published as a reference a sustainability manager can cite inside their own APCO reporting.
Lead time and capacity in public
Run sizes, tooling and plate costs, changeover time, minimum orders and realistic lead times stated openly. It disqualifies enquiries you would have lost anyway and gives serious buyers a reason to shortlist you before they have spoken to anyone.
Tender-ready procurement content
Certifications, food contact compliance, quality systems, business continuity and site capability written once, kept current, and used across the website, the capability pack and the RFQ response, so a scoring panel finds the same answer wherever they look.
The switch story
A documented line trial published with the customer's permission: the format before, the reason for the change, the trial data, the outcome on line speed and cost. One of these does more for a commercial director than a page of adjectives.
Questions we get asked.
It influences who gets invited and how the scoring is written. Buyers draft specifications from what they can find, so a supplier whose recyclability, lead times, certifications and capacity are documented publicly often shapes the criteria before the RFQ is issued. By response stage the room is already narrow.
By publishing the specifics and nothing beyond them. The Australasian Recycling Label outcome per format, verifiable recycled content, whether a structure is mono-material, and what a kerbside or drop-off pathway actually recovers. Claims are drafted from your technical data and reviewed by whoever owns APCO reporting before publication.
Yes, and it should be doing the filtering before your sales team has to. Volume and format questions sit inside the sample request, media is aimed at company size and category rather than broad interest, and content states run sizes and tooling requirements plainly. Fewer enquiries, materially better ones.
You do. Artwork libraries, dielines, photography, video, the domain and every ad account are created in your company's name and stay there. Work is done in-house rather than passed to another supplier, so no third party is holding a file you need on the day a customer asks for it.
Talk to us.
9 services under one team, run against the numbers your business already reports on.
Contact the Ignis Team
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