Though some are skeptical on the impact custom packaging has on consumer behavior, there are reasons why the packaging industry is one of the largest in the world. The bottom line is that companies pay lots of money for custom packaging because custom packaging is a wonderful marketing tool that contributes to growth and sales.
I ran across another study that shows the importance custom packaging has on the consumer buying process. Here are some of the highlights:
– 90% of consumers preferred buying products with packaging, 10% preferred products without packaging.
– When ranking the importance of three main characteristics of consumer products, packaging was #1 in importance:
– On the relationship of strong brands and packaging….89% said yes that it’s important for a strong brand to feature good packaging. 11% said packaging was not an important element of a strong brand.
– When asked “Have you ever purchased a product based on it’s packaging?”, 84% said yes and 16% said no.
– 45% said that they would pay 5% more for a product with good packaging and would consider switching brands based on packaging alone.
When customers are running through a store, they don’t have time to search through the shelves to find what they want. They want packaging to be distinctive and descriptive. Successful packaging will not only be eye-appealing and attract the customer’s attention, but it will also convey the message you are trying to send and show them what they are getting.
Here are some great descriptive packaging examples that we found:
You only have a few seconds to catch the customer’s attention. What are you going to do with your packaging to stand out on the shelf above your competition?
Know Thy Customer on a Budget Comic
In the previous post, “Know Thy Customer,” I blogged about ways to do market research to get to know your customers better. Doing this helps marketers to give customers what they want, increase sales, and reach customer-driven goals. Many of the tips I provided are not within reach of businesses that work with smaller marketing budgets, so here is a post aimed at providing ways to “know thy customer” on a budget.
Talk to your best customers. This does not mean putting hours of planning into designing survey questions and sitting down with customers for half hour in-depth interviews (although if you want to put the time and money into that, it can’t hurt and would provide great insights into your customers). This is simply an informal chat about your customers needs and wants, with regard to your company. Ask them what you can do better to leave them more satisfied. Keep it simple. Keep it short.
Ask customers what they do and where they go in their spare time. This may seem like small talk to you, and to them – which can be good for building rapport with your customers – but you are actually finding out a lot about these customers based on their interests. What do your customers’ hobbies tell you about them? If your customer is interested in snowboarding, it could mean that they are interested in adventure and taking risks. If they visit social networking sites a lot, they could be interested in technology and meeting new people. Look at these interests and their implications and see if they can be applied to your business, marketing, and/or products and services.
Know Thy Customer on a Budget SurveyConduct surveys. This can be done in a number of ways. Leave surveys on the bottom of sales receipts for customers to send back to you. E-mail all of your customers asking them for their feedback. Place polls or short surveys in your e-newsletters. Create a feedback form to link to the pages on your Website. Think about key modes of communication between you and your customer and utilize these modes as possible survey locations.
Check out competitor Websites. Their customers are likely very similar to your customers. What do your competitors do that tailors to these customers? Do they have a blog or open forum? What do the comments indicate about customer interests? What kind of speech do your competitors use to connect with customers? What are they doing that you are not?
Analyze the data you already have. What is your best selling product? What is your worst selling product? Are some products starting to sell better? Are some products being ordered less frequently? Which ones? This is all data that you have in-house from your order records. You can probably discover much more than this simply by looking at the data you already have! If you have certain products or services that sell better than others, you can look into creating related, complimentary products or services or you could examine the way you market that product and why those tactics are effective.
If you don’t have the money or the time to spend on consumer research, any of these options can provide significant insight into customers that can be applied to your business principles. Don’t let your budget deter you from this important business angle. Getting to know your customers will pay off big in the end. It will build loyalty to your business and can grow your profits. With these simple, cost-effective marketing tips, you have the tools to effectively Know Thy Customer.