by Juan Robin II
Business packaging matters more than you probably think. In fact, almost three-in-four consumers (72 percent) say it plays a major role in their decision to buy. If that’s not influential, then what is?
In the following article, we’ll be looking at the ways you can turn your packaging into an effective marketing and sales conversion tool. Read on to learn more.
1. Be Environmentally Conscious
Product packaging that relies on sustainable and recyclable materials will ingratiate your brand to the public better than those that overuse resources. Even if it raises the price per unit a tad, it can offer a big return on investment through great PR.
2. Make It Unboxable
Clever packaging in marketing has led to an interesting phenomenon in the Internet age. The art of unboxing! Products that are fun to take out of the box are what we like to call un-boxable!
And if you ever check out the millions of “unboxing videos” on YouTube, you’ll see exactly what we’re talking about. Unboxing videos celebrate the ritual of laying eyes on a product for the first time.
The object is to see if the product lives up to the messaging and excitement of the packaging. Does yours?
The product packaging supplies you use don’t have to be expensive if you have a clever design approach. Customization will be important to help your product stand out. If this takes a level of design beyond your abilities, firms like Edge 2 Edge can help you strike the right tone.
4. Play to Your Target Market
One of the simplest things for learning how to package a product effectively is to look to your target market. If you know who they are, you know what resonates. So study marketing analytics, national industry news, and use the connections you do have to engage in real conversations about what they want and what gets them to buy.
5. Use Your Branding
No guide on how to package is complete if it fails to encourage you on branding. Your package should leave no doubt as to who you are and what you do.
How is branding best displayed? Front-and-center, if at all possible. Don’t make your audience work for it.
6. Study the Competition
Your competition will do things that work and things that don’t. It’s important to be aware of both and look for opportunities to capitalize.
7. Use Special Occasions and Holidays to Your Advantage
Occasionally, packaging can become so familiar to your audience that they take the product you’re selling them for granted. They become occasional customers, or they forget about your company altogether.
But special occasions give you a reason and an excuse for revamping your product’s look. Consider a themed layout for seasons like Christmas, Easter, or Halloween, and you can jog the consumer’s mind during key buying times.
8. Make It Reusable
Yes, reusable packaging is environmentally friendly, and we’ve already gone there. But the bonus benefit of reusability is the fact it continues to push impressions for your business for long after the sale.
9. Leave No Mystery
Do not forget to show the public what you’re selling them through the packaging. You can use either a transparent casing or a high-quality picture of the product in use. Just don’t make them figure it out.
Business Packaging Can Be the Best Marketing Tool
You just have to make sure said business packaging lives up to the standards presented here. Make it cognizant of the impact on the environment. Be responsible with the presentation.
Create an experience around purchasing and opening the product. Ensure it clearly communicates the benefits and your branding. And while you’re here, be sure to check out some of our other helpful tips and advice.