In a commoditised world it is becoming more challenging to differentiate your product or service from your competition, as technological advances make it possible to replicate a product or service in a relatively short period of time.
Paying close attention to the packaging of your value proposition may contribute towards increased sales, because it has the following benefits:
Brand and product/service recognition
- An unique colour, picture, or font in your text or slogan will enable your clients to recognise your brand above that of your competition.
- Product related information on the packaging provides useful information to clients, such as:
- user directions
- ingredients (for example – is the product biodegradable or healthy?)
- manufacturer’s address
- manufacturer’s contact details
- ISO standard, and
- barcode – for easy stock keeping and pricing.
Creating a brand that is trusted by clients
- If they see your packaging, they know what they can expect:
- a quality product or service
- satisfaction guarantee
- an innovative/cutting-edge solution
- good value for money
- excellent service and after-sales care, and
- knowledgeable staff.
Protection of products
- If sufficiently isolated, it will limit damage to products to ensure that clients purchase a fully intact and undamaged product.
- Prevents contamination.
- Keeps perishable goods fresh (a sell-by date is of paramount importance as part of the packaging).
- If your packaging is easily recognised by clients, it will help them to ‘find’ your product, as they might already trust your business/brand.
- Optimal packaging makes it easier to transport or store a physical product (think of cool drink crates – it protects the bottle and makes it easier to carry and store).
Your silent marketer
- Good packaging can be an asset and may be used as an extension to increase the promotion and marketing reach of your marketing elements – i.e. clients will recognise your product when advertised.
‘Nobody counts the number of ads you run; they just remember the impression you make.’ – Bill Bernbach (American advertising creative director)
It might just be worth the effort to reconsider the current packaging of your products to help vest a lasting positive association between your clients and your products, brand or business.
To support business owners with the important task of business planning, Sanlam gives you free access to the book Your Annual Business Game Plan for Success, which provides an easy and straightforward framework needed to draft a well-crafted game plan that will create the positive change and growth necessary for business success.
Go to www.sanlamgameplan.co.za to download your free copy.