Product promotion is being widely recognized as one of the key parameters of the marketing mix today. After all, you cannot sell anything unless your potential buyer knows about it. Though promotion has always been associated with advertising, product packaging has emerged as the innovative promotional tool in the recent years. Something that is packaged attractively is more likely to sell; moreover, it plays a significant role in preserving the quality and integrity of products, particularly the perishable ones. Above all, it also makes a strong component of marketing strategies. Let us try and understand how organizations can justify the expense on packaging and its role as a marketing element.
1. Offers product information to the customer
Today, the customer is smarter than ever and would not buy anything without getting complete product information about it. Providing information becomes all the more important if you are launching a new one with an innovative concept. Packaging can be used as a self-service information tool it enables the potential customer to access all the requisite information that you want them to.
All you need to do is to print a compelling and easy to understand copy on the package and you definitely have better chances to engage and entice the customer. Businesses can also use this information as a safeguard and compliance measure.
2. Boosts sales with innovative ideas
Selling has become tougher today considering the stiff competition in the market, irrespective of the product that you are offering. The customer has hundreds of options to choose from and the one and only way to convince them is by delivering innovation. This simplest and most cost-effective way to do so is by being creative with the packaging.
Instead of spending a fortune on product development, you can get smarter with its presentation. Businesses can build a USP and showcase it on their package so that it acts as a promotional tool. This can be a smart strategy to boost your sales manifold.
3. Serves as a branding tool
One of the most critical aspects of establishing your business is building a brand that is recognized by the consumers. Companies spend millions on their branding strategy, with tactics such as print and online advertisements, celebrity endorsements, and more. Product packaging can also be used as an effective tactic, though it costs much lesser as compared to the conventional ones.
According to JansyPKG.com, you need to ensure that the package design for your product replicates your brand’s image so that the customer is able to recall your brand instantly on seeing the product. It should reflect the theme color, logo and other elements that are visible on other branding materials. Brand-centric packaging ensures a stronger association with the customer and better recognition of the product in stores and online.
4. Enables product differentiation
The main challenge for businesses is to stand apart from the competitors selling similar products. Packaging can help them in product differentiation too as it helps the consumer to identify it amongst the rest. Similarly, if you sell variants in same product, packaging helps you to clarify the difference between them to the consumer.
A soap manufacturer, for instance, can have three different colors in the packaging for soaps meant for dry, oily and normal skin. The color variations help them to convey to the consumers that they have personalized offerings for each of them and they can pick the one that works for their skin type. This can serve as an effective marketing strategy for the business as well.
5. Ensures product quality when it reaches the customer
While selling is one part of the picture, building lasting relationships with the customers is the other. This is possible only if they are satisfied with the quality of products because this is what really matters to them. Product packaging is of great importance in this context because it ensures that the product retains its quality when it reaches the customer.
A package should, therefore, be designed to protect the product and maintain its quality throughout the supply chain. Parameters such as packaging material, temperature and storage capability are essential for maintaining the quality of the material packed inside.
Product packaging can go a long way in driving purchase decisions as customers are likely to judge the products from their appearance. What is inside matters too but you will not be able to impress the buyer unless he actually tries the product. Businesses should, therefore, consider packaging as an essential business investment rather than an unjustified expense only.