5 Ways to Use Packaging as a Marketing Tool
Packaging is essential for every consumer-based business. Whether you’re delivering meal kits, displaying skincare products, or sending out monthly subscription items, distinct and durable packaging will make or break the customer’s next purchase. Excellent packaging assures consumers they can rely on your items being delivered safely to their doorstep.
But apart from function, the box they receive also determines if they’ll show the item off online and are likely to remember your company after that purchase. Packaging plays an integral role in marketing and can increase brand awareness among your customers. Here’s how you can maximize the mailer or shipping boxes you send out in your company’s marketing campaign.
How to Maximize Packaging as Your Marketing Tool
Create a design that customers will remember and want to show off.
In the age of e-commerce businesses, your customers are probably receiving
more than two packages on their doorstep. Your delivery needs to stand out
and be the first thing they want to open. Stand out from all the other
brown boxes and print a full-color design on your package. If this is too
expensive, you can apply stickers showcasing your logo or a fun message
that appeals to their humor. Always keep your customer in mind when
designing your custom packaging. What colors appeal to their tastes? What
language do they speak, and how would it translate into a custom message?
Put yourself in the customer’s mindset and develop a packaging design
they’ll be excited to open.
The box is only one part of the packaging. The other items inside the
mailer or shipping box, like a bottle or pouch, will distinguish the
different things they ordered. Make sure the product label or printed
design highlights the product’s name and benefits. Emphasize important
distinctions such as “gluten-free” or “low carb” so customers remember why
they purchased your items.
Align the packaging with the rest of your advertising campaign.
Your packaging should appear in the same family as the rest of your digital and printed marketing efforts. Like members of one family, they’ll have a few similarities, but each component (the mailer boxes, banners, and Facebook ads) will stand out on its own. Refer to your brand guidelines for these similarities—you’ll want non-negotiables such as your logo, company name, and slogan on the relevant materials. From there, you can strategize how each packaging, poster, and a digital ad will function as a standalone.
It’s best to plan your packaging under one advertising campaign and see how it complements the rest of your promotional efforts. Perhaps your packaging can include elements that lead them to your websites, like a QR code or a list of your social media accounts. If you’re currently promoting a hashtag, be sure to include this on a postcard and encourage your customers to post a photo using this.
Come up with specially-themed packages throughout the year.
Doorstep deliveries have become routine for most customers, so you’ll need to stand out every time they make a transaction. Don’t stick to the same design and additional gimmicks for the year. Create season-specific campaigns that will distinguish your packaging upon receipt. For example, you can customize a unique design for women’s month in March or greet the spring with a floral pattern on your packaging. You can also go for the month of love and celebrate Valentine’s Day. You have Pride month and the 4th of July from June to July. The holidays offer a variety of celebrations from Thanksgiving, Black Friday, and Christmas. You can also customize the boxes to welcome weather-specific seasons such as summer, fall, and winter.
Surprise customers with unexpected freebies or exclusive promotional deals.
The mailer or shipping box design is just one aspect of your packaging. Make sure customers have an experience worth unboxing and build excitement for your product. Include a few surprises they won’t expect, like a gift, product samples, or exclusive discount codes they can use on your site. You can also add fun interactive games like a puzzle or a QR code that will lead to an activity they can do online. Make sure the freebies and activities work along with your campaign so that brand awareness increases with every unboxing. Don’t forget to say thanks and add a personalized touch like a handwritten note or a message they’d appreciate reading.
Marketing your business can be done at every opportunity, and packaging offers a complete experience your customers will remember. Start planning your packaging strategically today to enjoy the benefits of a custom design in every delivery.