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Your Packaging Can be Your Most Effective Advertising

Posted By Ron Sidman, Thursday, August 31, 2017

 

With all the hype about social media, online reviews, and other mechanisms for getting the word out about your brand and products, it’s easy to overlook the importance and power of your packaging communication.

 

Even in this era of the rapidly increasing importance of online communication and growing e-tail sales, when asked by my mentor clients about marketing strategy, the advice I often give is, “Get your packaging right first.”  If you think about it, it’s the one messaging vehicle that every target consumer will see. So why not leverage it to the hilt. You also have total control of the message delivered. And it’s your most cost-effective communication channel. Obviously you need a container for your product anyway and it costs a relatively small amount to use it to deliver your complete product and brand message. You just have to be smart about what you’re printing on it.

 

Like most of my blog topics, you could write a book about this subject and still not cover all the important information. However, here are a few hopefully thought-provoking ideas about what your packaging can and ought to do for you:

 

Here we are!

Chances are that the dominant share of your sales is still going to be of the brick and mortar variety for at least a while (even Amazon realizes this). So one of the things you absolutely need to do is make a brand statement at retail. In the chaotic retail display mosaic, your piece of retail real estate needs to say “look at me” so customers know you exist and will stop to take a closer look. To do this well, it helps to have listed multiple products with the retailer. At my company, we emphasized what we called “program selling”—i.e. don’t ever sell individual products, always present multiple products together in “families.” The packages need to be designed in such a way that they look great together in a grouping and have color and graphics that grab attention. You should have a store fixture set up in your offices on which you can test how prototype packages will look amongst the competition.

 

Who we are.

Once customers have found you, you’ll need to quickly communicate who you are and what you stand for as a company—i.e. your “brand identity.” Some packages do a good job of explaining and selling the product (see below) but not the company. It’s critical you do both—especially in juvenile products where safety and reliability are so important. A number of package elements can combine to deliver this “corporate elevator speech”—brand name, tag line or positioning statement, structure, graphics, brief company description, guarantee, etc. The goal is to establish the positive uniqueness (a.k.a. competitive advantage) of your company.

 

What this is and why you need it.

You then need to deliver the “product elevator speech”—what you are selling and why parents and children can’t live without it. You might be surprised how often companies do a poor job of explaining what the heck is inside the package! They personally know what it is so they assume everyone else will. Assume you are talking to someone who just landed from Mars (parents often feel they have). Be careful about the product name and description. In almost all cases, you’ll need an explanatory picture or drawing as well. But your job isn’t done until you’ve made the case for indispensability. The unique benefits this product delivers that you have to have and you can’t get anywhere else need to be spelled out.

 

What else you need.

You’d be missing a huge opportunity if somewhere on or inside the package you didn’t cross sell other relevant products of yours, with or without coupons. No advertising could be more targeted and hyper-efficient than telling someone who just bought one of your products (and is hopefully loving it) what other goodies you have to offer.

 

Join the club.

In or on your packaging is also a great place to encourage customers to sign up for your loyalty club. At my company, we recruited thousands of “Parents’ Council” members via an in-package offer. The Council became a great resource for market research input and a mechanism for economically promoting new products.

 

Keep it simple.

After all that, now you’re going to think I’m crazy. Because I’m going to tell you that you have to deliver all these messages without overwhelming the poor customer with a mish-mush of words, pictures, and logos. It’s like that old saying, “If I had more time, I would have written a shorter letter.” Take the time to prioritize the messages and get them across with the fewest possible words and pictures. Visual complexity will drive customers away.

 

Test, test, test.

I can’t emphasize enough the importance of testing communication effectiveness. Again, you and your staff are too close to the product to understand how your average consumer will interpret what’s on your package. Show prototype packages one-on-one to objective target consumers who will tell you the truth. Keep revising until all the key messages are instantly and accurately communicated.  

 

Next Steps

I’d suggest you make a checklist of things in this blog and elsewhere that you think are important to accomplish on every package. Do a review of all your current products and see if some changes might pay dividends. Then apply the same checklist to all new products you develop.

 

As always, if you’d like more information or assistance from me regarding your unique challenges, consider taking advantage of JPMA’s Executive Mentor Program. Check the JPMA web site for more information or contact Sam Adams at sadams@jpma.org. 

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