Don’t forget your retail packaging in your marketing strategies

Retail packagingYour retail packaging is a key element when it comes to selling your product. You could have the best product in the world, but if it doesn’t catch the customer’s eye, it’s going to stay right where it is on the shelf.

Most companies recognize this already, but for some reason, many still ignore packaging when it comes to their marketing strategy. Here’s why the box your product arrives in should play a central role in your marketing plan:

The 5 Ps

For a long time, companies considered 4 Ps when it came to their marketing strategy. These were product, price, promotion, and place. But, in recent years, packaging has been thrown into the mix as the fifth P. Your retail packaging actually incorporates each of the other 4 Ps and can dictate just how well your strategy is working. Generally, your packaging should do three things – and these three things are easy to incorporate into the wider messages that you send out to your customers:

1. Tell a story

Whatever form your product arrives to your customer in, whether it’s in clear plastic packaging, a glass jar or a corrugated box, your retail packaging needs to communicate succinctly why your product is better than your competitors’. Answer the following questions:

• What sets your product apart?
• Why should they buy it?
• What are they missing out on if they don’t buy it?

This messaging should also be linked in with your wider marketing strategy. If you thrive off your reputation for friendly customer service on social media, make this obvious on your retail packaging too. If your product has a reputation for quality ingredients, customers need to know about it.

2. Showcase your feelings towards your customers

All too often, companies think only of their profits when it comes to choosing their retail packaging. Or, sometimes, they don’t think at all, simply throwing something together which either doesn’t effectively sell the product or even protect it. When you’re drawing up your packaging, make sure you consider how your customer is going to interact with it. Aspects such as pour spouts, re-sealable ziplocks and bottom gussets can go a long way towards convincing people to choose you over a competitor. And, of course, whichever of these you do choose should be incorporated into your marketing strategy – ‘the easy-to-use x’ or ‘our product is user-friendly’ etc.

3. Communicate your views on the environment

It’s 2019 and now, more than ever, purchasing decisions are made with the environment in mind, particularly among young people. More and more people want to purchase products that either have minimal packaging, or come in containers that can easily be recycled. If you do opt for an Earth-friendly packaging solution, don’t forget to mention it in your marketing messages!

If you’re looking for custom retail packaging which has a real wow factor, get in touch with companies like Dunwiddie Custom Packaging today. They can help showcase what you’re selling, so that it really does sell!

The importance of product packaging in marketing

product packagingWhen it comes to trying to sell your product, it’s not enough just to have an item that works well. The first impression the customer has of your product is very important, which is why you need great packaging to go with it. Good packaging is the key to differentiating your product from everything else on the shelves and grabbing the customers’ attention. Here are some of the key features you need to make your product packaging effective.

Shows off your product

Above all else, it is very important that your packaging shows off your product in the best light. This is why many companies opt for clear packaging, because it allows the consumer to get a preview of what they are actually buying. The packaging should clarify what the product is and why you should buy it, instead of adding confusion. Aesthetically, the packaging needs to look appealing so that consumers will feel that it is a must-have item.

Eye-catching colors

The color scheme is another aspect of packaging [] that is very important to consider. Colors have a lot of subconscious influence on how consumers view your business, so they aren’t something to take lightly. Think about what you want to project – if it’s clean, sleek minimalism, you might want to go with neutrals. If your brand is more about serenity and elegance, pastels might be a better fit. Neons are great if you want to project a peppy, fun personality and really grab the consumer’s eye right away. You may even want to do more research into color theory when doing your packaging to see how consumers react to the specific shades you choose.

Appropriate typography

The typography of your packaging is another crucial factor. The font needs to be big enough that customers can read it easily, but if it’s too big, it can be overpowering and distract from the product. The lettering you choose should also reflect the personality of your company, whether that’s an elegant, airy script or bold block letters. When in doubt, go simpler, as a chaotic look will almost always detract from the overall appeal of the product.

Sleek and streamlined

Consumers today are very environmentally friendly, so it’s important that your packaging doesn’t create too much waste. Ideally, you should aim for a very sleek, streamlined look that’s both functional and appealing. Minimalism is very trendy right now, and going for the less is more approach will immediately make your product look much more modern.

Ultimately, when you are developing your custom packaging, the key is to approach it from the mind of the consumer. What would you want to see if you were shopping for your product? Think about your target demographics, the things they value, and what’s going to catch their attention. You may even want to invest in some preliminary consumer research to see how people react to your packaging. Today’s market is completely saturated with new brands, and consumers are constantly bombarded with advertising. To cut through all the noise, you need to use packaging that makes an impact and genuinely represents your brand.