Promotions are one of the most important elements when it comes to successful marketing. More recently, packaging has become a strong element in the marketing mix, effectively promoting the product it houses.
Essentially, the way you develop your product packaging; from brainstorming to creation, will directly affect how successful your product sell-through will be.
So, taking this into account, it would be fair to say that product packaging plays a set of crucial roles in any business, no matter what you’re selling. And personalised packaging, goes that extra mile to bring your product’s best assets to the frontline.
So exactly what role does packaging play when it comes to consumer spending? Here are the Top 5 Purposes that we believe packaging plays.
- Information
Being informed is all about transparency, and when it comes to customer loyalty- transparency is a must! Product packaging is basically the dialogue between the manufacturer and the consumer. It will sell the product features, ingredients, benefits and so much more. Knowledge is power! - Innovation
New and exciting ways to present your product will inadvertently help sell it. A great example of this are smaller sachets. Customers love convenience, and what better way to feed this need in their busy lives than with individual portions? - Differentiation
The right packaging can differentiate your brand from others and help customers recognise it on the shelf, whether that be in store or online. That’s why it so important to always create brand recognition. The more your logo is recognised, the more trust you’ve established and the more customer commitment you’ll get in the long run. - Promotions
If you’re running a promotion, whether it be a buy one, get one free sale or a percentage off discount, product packaging can help you get your deal across. Because, what sells better than a big red sticker with a price markdown? - Decision-Making
Finally, but most importantly, the role of product packaging lies in the consumer-making decision. Packaging is the final salesman on the frontier. After spending so much money through sales, advertising and marketing, the final decision taken by the customer to purchase often lies in what they see. Whether it be the prettiest pack on the shelf or the features that most resonates with a customer, the last call is in the pack!
There is a whole psychology behind product packaging and how customers choose how to spend their money. Using the right colours, imagery, words and unique selling points should be all factored in for the best outcome in the long run and better ROI.
When launching or redesigning an existing product think about the five purposes of packaging above and contact us to help you market your product through personalised packaging.
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