As children we are taught time and again to never judge books by their covers. However, it seems that each time human nature prevails and try as we may, the lesson never sticks and covers remain judged. In fact, the “cover” of a product can be as important as the product itself. This of course, relates to packaging and today it seems that we are demanding more from our packaging than ever before. As a small business you can make little changes to your packaging that will go a long way.
Why is Packaging so Important?
As a small business you can learn a few things about the importance of packaging from bigger, tested organizations. The Pepsi-owned juice giant Tropicana changed their packaging and within two months, their sales dropped by 20%. After this crisis, the brand reintroduced their original packaging and sales climbed once more. In total, the company lost over $50 million.
So, taking this blunder into consideration, it seems that careful consideration should be taken when packaging any product in order to create the best experience for the consumer. The packaging you choose represents your brand and what it stands for, and is a non-verbal communication with your customer.
This phenomenon is known as the “un-boxing” experience. Think Apple and Trunk Club, whose luxury brands have mastered the art of packaging and create a sense of ceremony for their customers as they un-wrap their new product. Could you apply these methods to your small business? Choosing the right material as part of your packaging strategy can enhance the experience of unboxing.
The Personal Packaging Trend
Buying a gift for a friend or family is often very exciting! What could enhance this experience further than a beautifully packaged product? This is especially true if the item is personalized. In a world where we are online more than we are off, we love sharing our experiences with others, so the sharability of packaging is becoming more important.
Coca-Cola is one brand that has mastered the art of personalised packaging. Lucie Austin, marketing director of Coca-Cola South Pacific and her “Project Connect” team, wanted to create a personalised campaign that would celebrate Coca-Cola fans and strengthen the brand’s bond with the public.
Austin expressed that her “reaction was childlike” when the “Share a Coke” campaign was developed. In 2011 the brand printed 250 of the world’s most popular names on Coca-Cola bottles and the public loved it!
By adding names to the bottles it encouraged consumers to buy not only for themselves but for friends and family as they saw the packaging as special and limited. The brand used #ShareaCoke to create a social media presence and to encourage buyers to document the limited edition bottles. The campaign was a massive success and more than 658,000 photos were shared using the #ShareaCoke hashtag on Instagram alone.
Social media is a great way to boost your small business. As most are free to use and upload, make sure you are present on your social media accounts and interact frequently with your customers. Not only will your followers appreciate the time you are putting into customer investment but they are more likely to respond and promote your business on their network!
What You Will Need for Custom Packaging
If you are a small business it can be hard to spend a majority of your budget on packaging spends – but it doesn’t have to be expensive. You use basic materials that can be bought from a number of packaging suppliers in bulk.
Start small by strategically choosing to enhance a few of these packaging supplies below. The smaller touches make such a difference in customer care and they are bound to return positive feedback if you’re investing in their opinions. Let’s take a look at some elements you may want to consider:
Cardboard Box
Cardboard boxes are the ultimate black canvas for personalized design. Traditionally, packaging boxes are white and brown and are cheap when buying in bulk. Why not offer your customers the option of personalizing the box with a message if they are buying a product as a gift? Making this free will mean they will be more likely to choose the option.
Tissue Paper
Adding beautifully colored paper to your products will go a long way with your customers. Ensure the colors match your brand identity and demographics. Did you know that orange evokes cheapness? If you are starting a luxury brand, this color should be avoided. Your customer will appreciate the effort that has gone into their hand-wrapped item and the unboxing experience will remind them of the joy of birthdays and Christmases. What’s more, it adds one more level of suspense between the item and the customer, creating a greater climax when the item is finally reached.
Custom Note
This will cost your business hardly anything and will take no time at all. Customers love brands that add personal touches to their products. This works especially well if there is a real person behind the brand. Kylie Jenner’s Lips Kits have been viral over Instagram with fans by adding her handwritten message in the packaging.
Filler
Using unique fillers will thrill your customers. There are many materials available that are far more aesthetically pleasing than traditional bubble wrap that provide an equally protective layer. Materials such as crinkled paper and excelsior are wonderful alternatives to traditional fillers. Remember, packaging communicates a purpose, so ensure you are communicating that your customers are valued.
Unboxing is the future of packaging trends. In fact, in a recent survey from Dotcom Distribution they found that 52% consumers are likely to make repeat purchases from an online merchant that delivers premium packaging. With figures like these and low cost options, creating emotional unboxing experiences shouldn’t be left out of your small businesses marketing strategy.
Author: Suzanne Vallance is a branding and packaging writer from Glasgow, Scotland. She now works for https://www.ferraripackaging.co.uk/ and uses her knowledge to help small businesses with their packaging and branding strategies.
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