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Packaging… Real Brand Value!

Written by: Anthony Testa

Article Overview: Help for small businesses explaining the importance of a cohesive marketing strategy

Packaging… Real Brand Value!

Marketplace competition is stiff!

So how can we get customers to purchase our products?

Great packaging!

Nothing gets a customers attention like an outstanding package design.

At the point of purchase, packaging is the direct link with the consumer.

Packaging appeals to you customers sense of style and desires to help them make a decision.

Marketing and advertising play their roles, but neither is as close to your product when the decision to purchase (shopping experience) is made at store level. Packaging, draws in the consumer and changes their view of our brand, to make that purchase.

So we need to think about our packaging and the choices we make when we package our product. If the packaging is not drawing attention nobody’s buying our product!

Great packaging design supports the brand and in many cases creates the brand. Weather your packaging is for the consumer retail or business to business it will reflect a brand. Know your market well and you will have good penetration. Also a good design will continue to work for years to come, building loyalty along the way. So know your customers well!

Everything from no name brands to high profile brands are intentionally packaged to fit a specific marketplace. They are branded and then designed to fit that branding.
So if yellow is your favorite colour and you think that it’ll make a great statement, you better think about what message your product will be sending and to whom?
Proper branding and packaging will catch your consumers eye, see your profits soar, and build brand loyalty.

Packaging job is to …sell your product! …Sell your brand!

In today’s market place especially with consumers cutting back on spending, don’t discount the importance of a cohesive packaging marketing strategy. Don’t think as packaging as an after thought (something to put your product in). Include your packaging in parallel with your product development. This way you can have real brand cohesiveness from packaging to product.

You need to get the customers attention…people shop by looking for solutions to their problems whether it’s a cleaning product or a cosmetic. They will make their purchase decisions in 2.6 seconds. Great packaging can help your customers make that decision in your favor!

The large consumer brands are continually trying to find out more information about the Shopping experience, how people shop, how they decide to purchase, and why specific products or brands. They then implement a strategy and design packaging that delivers the perfect experience; one emotionally connected to your target consumer!

So here are a few points to consider when packaging your product

1. What’s your market?
2. Who is the competition?
3. What is your unique selling proposition?
4. Price points?

I suggest hiring a packaging design professional to get the process right…!

Don’t skimp when it comes to packaging, you’ve taken the time to develop your product be sure to spend time and develop your packaging. Remember, your packaging is what’s on the shelf in the store. If it’s not developed properly people will pass it by, and so will your profits. If you don’t think that packaging your product is important think again.

To capture your unfair market share, an intelligent packaging strategy should form the central component in a company's marketing strategy.

Apple understands the connection between people and packaging.

"Apple has an understanding others don't, that there's an interface between
people and the packages that happens before you even reach the
product,"..."What kind of experience do you want your customers to have with the package?"
Laura Blix - Assistant Professor
Michigan State University
School of Packaging

That’s real packaging power!

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  Packaging… Get your unfair market share!
  The Retail Jungle…where visions become real! (Part 3)
  Packaging: dressing your product in a fashion conscious market

Article Tags: brand loyalty, choices, cohesiveness, consumer retail, consumers, desires, job, marketing strategy, marketplace competition, name brands, packaging design, packaging marketing, penetration, point of purchase, profits, s market, shopping experience, weather



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