Packaging as a marketing tool - Why this is important!

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Packaging as a marketing
tool

Product packaging
is arguably the
most important
tool in the
marketers tool
shed.
© Jam&Co Design 2017 | jamandco.com.au

Think of packaging as a POWER
marketing tool.
Marketing tool box

Especially in an
FMCG environment
where consumers
are becoming less
and less brand
loyal.

According to Forbes:
Consumers are LESS
brand loyal with the
products they
purchase frequently.

Seems counter
intuitive right?
One would think
that consumers
would be loyal to
the products they
purchase
frequently.

Because the
majority of
supermarket products
are actually low-
involvement
purchases….
All have a plethora of
competitors.
As a result,
consumers are quite
happy to try an
alternative.© Jam&Co Design 2017 | jamandco.com.au

This poses a significant problem for marketers.

You can spend millions of dollars on
creating need & demand…
- advertising campaigns,
- promotions,
- raising brand awareness to send people
in-store to buy your brand, only to lose the
sale in the shopping aisle.

Why?

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Simply because someone else
was smarter with their number
one marketing tool… their
packaging!

Packaging is
your final sales pitch…

You need to start
seeing packaging as
a marketing tool &
not just something
that looks pretty &
houses your
product.
© Jam&Co Design 2017 |

The core issue is
that many marketers
don’t hold packaging
design in the high
esteem it should be.

Packaging is a crucial element
to driving sales for your brand.
Yet, unfortunately, too many
marketers still view packaging
as a burden! (Something that just has to
be done.)

Worse still… is
when marketers see
packaging mainly as
an opportunity to
showcase their
products exhaustive
list of features &
benefits for their
product.

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This signals to consumers that you don’t know
who your brand is and what it stands for.
If you don’t know what you stand for, then why
would a consumer purchase your product?

Consumers only read
on average only 7
words in an entire
shopping trip!!!!
Therefore simply
listing features &
benefits means you
are likely to miss the
sale!

Using packaging as a
marketing tool.
Marketing tool box

Use your packaging to
demonstrate you care
about them as individuals.

Today’s consumers demand that
brands be relevant to them as an
individual.
(For example a shared belief in
something EG: sporting team, lifestyle
choice/lifestyle, age, suburb, gender
etc.).

Digital printing allows for personalized
messaging on packs.
© Jam&Co Design 2017 | jamandco.com.a

Personalized packaging creates
Emotional Connection

Packaging design developed
for a strong EMOTIONAL
CONNECTION with the
target consumer is an
extremely
effective marketing tool.

CASE STUDY:
Bills Organic Sourdough
Bakery built
Emotional Connection
through packaging

RESULTS
• Sales results: An increase
of 25% in the first 2 weeks on-
shelf.
• Not a single dollar spent on
additional marketing.
• Get the full case study PDF here

• Do you know who your brand is? What’s
the heart and soul of your brand?
• What does it stand for? This MUST be
emotional…
• What is the one key emotive value that
sets you apart from all of your
competitors?
Are you making emotional
connections with your packs
on shelf?

Maybe it’s
time to
consider a
heart
centred
pack design
refresh?

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So how do you know if your
pack requires a refresh or not?
Here are some key questions to
consider…..

Points of consideration when planning a
refresh:
 Your brand's history and heritage
 The effectiveness of your current brand message
 Your existing customers needs and desires
 How compare on-shelf with your competitors'
 The current retail environment your products are
sold in
 The main objective of a refresh

15 refresh question checklist:

1. What problem are you attempting to solve with a refresh?
2. Will a refresh compromise your brand equity?
3. Is your brand’s story still relevant?
4. Has your target demographic changed since your last pack
redevelopment?
5. Are any of your brand’s/pack’s colors, fonts, or graphics
outdated?
6. Can people understand the pack message at first glance?

7. Does your pack create a memorable impression that will STICK
with your target customers?
8. Has there been a change in the competitive landscape that is
impacting your product’s growth potential?
9. Have you been pigeonholed as something that both you and
more importantly your target customers have outgrown?
10.Have your target customers needs, or the way they define
them, changed?

11.Is your brand/pack associated with something that is no
longer meaningful?
12.Is your brand/pack out of step with the current needs and
desires of your customers?
13.Are we leading or following with your brand/pack
direction?
14.Should you consider a stepping stone (evolutionary) or a
milestone (revolutionary) approach to your pack refresh?
15. If you were starting your business today, would this be
the brand/pack solution you would go to market
with?

All too often brand marketer’s look at their brand
and pack’s with only a 2D superficial perspective.

In reality, we should be answering the above
“refresh” questions from the heart of the
brand… the core essence that you love and
feel connected to.

If you answered the above refresh
questions from a heart centered point of
refence…then…you’re onto a winner.

Pretty packs on shelf don’t equate to sales
NOTE: If the most beautiful packaging design in the world
doesn’t translate into sales… then it’s not worth the paper
it’s printed on!

If your agency or
designer doesn’t
truly understand the
heart of your brand,
then the design
won’t translate to
your packaging
design.

Don’t miss the crucial
opportunity to hero your
number one tool in the
marketing mix…

Emotional Connective Packaging.

Are you making
emotional connections
with your packs on
shelf?

Packaging as a marketing tool - Why this is important!

Packaging as a marketing tool - Why this is important!

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Packaging as a marketing tool - Why this is important!