We’ve reinforced the importance packaging has to the success of a business time and time again, but not because we like the sound of our own voice. We do it for a good reason, and that’s in the best interest of both our readers and customers.
What we’re saying is - choose the wrong supplies and you’ll pay for it in product damages, wasted materials, and unhappy customers. But choose the right materials along with a packaging strategy to support your goals, and you’ll protect your products, save on shipping costs, and score happy returning customers.
Though, even that’s not the end of what packaging can do for your business. As an opportunity to create something that will help you stand out, catch the interest of your target audience, and encourage repeat sales, bespoke packaging solutions are a fantastic marketing tool that shouldn’t be overlooked.
With that said, here are 5 ways your business can take advantage of bespoke packaging and use it as an expert marketing tool destined for success.
1. Explore ‘out of the box’ ideas
The most effective way at capturing mass amounts of consumers’ attention is through being creative. Going beyond the usual format, structure, and design expectations can set your brand apart and drive the sales you’ve wished for.
Explore ways to use your product as an exciting element and tie it in with the design of your package. The below example from Whitebites demonstrates this exceptionally – a funny but clever approach to dog treat packaging.
2. Combine hyper-personalisation with bespoke packaging
Hyper-personalisation refers to the use of data to deliver more personal and tailored products or services to customers. And in the world of packaging, digital printing makes it possible. This approach serves many benefits to those who take full advantage.
Hyper-personalisation can be as simple targeting a specific target market, or even engraving a customer’s name or company logo to the package. It may not seem like a lot, but remember - a little goes a long way.
In fact, using hyper-personalisation in packaging can:
- Increase consumer engagement – Whether that be through word of mouth or social media posts, engaging with consumers through personalised packaging will help with brand awareness goals.
- Help prolong relationships – When consumers believe a brand understands them as an individual, they’re more likely to trust the brand. This results in a longer, more loyal relationship.
- Create a more appealing product – The ability to personalise a product to specific individuals will mean a more appealing product to the end-consumer.
3. Add a promotional & engaging element to your package
Consider your product’s packaging as promotional real estate. While its main purpose is to protect what’s inside, the package surface offers a blank canvas for messages you feel will engage consumers.
One angle to take with this approach to messaging is offering some sort of promotional offer. This can be incorporated in many ways. From coupon codes, discounts or QR codes that lead to online giveaways, special 2 for 1 offers, or anything else you see fit.
For further engagement, and to take your packaging to the next level, consider an interactive element that enhances the consumer’s experience. This could be in the form of a physical game the package is turned into after use or implemented using QR code technology for the consumer to scan and engage with online.
4. Make use of sustainable packaging solutions
As we all know, sustainability is a huge priority for the modern consumer. It has been for a while now, and it will continue to be for the foreseeable future.
Sustainability in packaging goes beyond the use of recyclable products though. Especially when looking to optimise your packaging solution and use it as a successful marketing tool.
Be sure to include recycling instructions, and make it clear the package is sustainable through the use of icons and imagery. Biodegradable and reusable packaging products are also worth considering, and they may even earn your brand credit in the minds of eco-conscious consumers – a great way to reinforce your brand in the minds of your target audience.
However, also be aware of greenwashing as UK’s ASA (Advertising Standards Authority) is now becoming more stringent about this and several brands have already been caught out.
5. Match your packaging with advertising campaigns
When a business creates an advertising or marketing campaign, they ensure several elements match up. Starting at social media posts, through the web ads, and perhaps even TV, all of which have the same look ad feel. This is known as ‘synergy’ in the advertising world.
So, if you’re developing any other advertising campaigns, don’t forget to tie in your packaging with a bespoke design. It could be as simple as adding a graphic, headline, or even just a series of colour.
In short, try to match your marketing assets where possible. This way, your package becomes easily recognisable and memorable, which is exactly what you want.
Bespoke packaging solutions from the experts at Swiftpak
At Swiftpak, we pride ourselves on delivering the very best bespoke packaging solutions. With over 45 years’ experience and a trusted in-house packaging design team, we can ensure a successful solution that your business deserves.