Packaging as a Marketing Tool

New products are introduced into the marketplace every year. As our economy transforms from a developing economy into more of a developed economy we shall be seeing more products and more diversity on the shelves. So as a producer or brand manager the eternal question is. "How your product can compete in the marketplace, not only with established brands but with the abundance of new products that are being continually being introduced?"

The answer, of course, is simply THE PACKAGING. The right packaging with the right message will rise above the competitive landscape. However how many companies really understand the value of their packaging as a marketing tool? Lets be honest, how many just look at it as a way to transport the product or recycle tired images, instead of seeing this as a unique marketing tool to entrench it's brand "footprint". Your packaging is your very own "shop window" to the consumer.

Understanding the complexities of how a package reaches out to a consumer is one of the most pivotal, and fundamental things to understand about ones product. Communicating this message on product packaging is a time consuming and difficult challenge. As stated on many previous occasions this is where a specialist package design firm or consultant becomes an essential part of your team, combined with the deep understanding of what the consumer wants and needs from their product packaging.

A good way to appreciate this issue is to look at yourself and examine how and where you or the average consumer shops. Ask yourself these simple yet obvious, but essential questions.

What compels you to look at a new product?
What drew you to pick it up and take a closer look? (Your answer may be different than that of another's, but the basic message remains the same.)
What was it that you were intrigued by? What was that made you pick up the product and take a closer look. It is essential to break this emotional relationship down, as it will give you many answers as you continue on your packaging journey. After all half of the battle is won at this stage, because if were curious enough to pick up the product in the first place, the chances of all that the emotional appeal will result in that product being placed in your basket . A product will never sell if it is not picked it up in the first place.
I know it's a not very original to say "think outside the box." But that is what will make your product unique from its competitors. Here are a few questions to ask yourself about your package. It is essential at this point to think from the consumers' perspective and not from the manufacturer's viewpoint.

Consider these points for your product as well as the nearest competitive product or a product that you regard as your direct opposition.

Is the product good value?
Does it make me happy?
Does it inspire trust and loyalty?
Is the product aspirational/inspirational
Is it safe and secure?
More increasingly, is it harmful to the environment?
Does it compel you to want to know more?
So, how does your product stack up in solving what you as a consumer wants or needs?
Would your package make someone take a closer look?

Does your product say buy me?

Remember, it's the package talking. It's the one doing the work by marketing its contents to the customer. Don't get concerned if your package doesn't do all of the above. It only takes one unique attribute to pique the consumers' interest to take a closer look. Of course the more needs you can fulfill the better "emotional connection" you will have to the consumer. Ultimately "consumer connection" is what you are trying to create.

Think outside the typical behaviour and solve the hidden needs to make a consumer buy your product over the competitors. This plus the underlying promise that your product is of a good quality, will ensure brand loyalty, and ultimately, consumer loyalty.

So in closing realize that you need to drill this message about your package into your brain. It has to become a second sense. The package must answer, why buy me? Evaluating or developing product packaging with the consumer in mind is your first step in creating a package that markets the entire product's attributes to the ultimate decision maker, the customer.