The disruption of e-commerce on retailers and CPGs alike has forced
everyone to look differently at how they go to market. Typical siloed marketing
budgets are being blurred and challenged to work smarter and get the most out
of every marketing dollar. Let’s explore solutions that can help packaging
design bridge in-store promotion with brands’ social media efforts to maximise
effectiveness and increase sales.


Over the years it has been proven that the form product packaging takes when
linked with proper brand and key messaging can play a critical role in
consumers’ decision-making processes at shelf. Today, consumers regularly
interact with brands through multiple communication channels and have grown
increasingly agnostic to how they receive brand information. Email, websites,
and social media all play an ever-increasing role in brand image and
recognition. 

When consumers enter a brick-and-mortar store, brand-consistent visual cues can
help them reconnect with a product they previously experienced digitally. Let’s
explore three simple tactics to consider when developing packaging that will
help consumers make decisions that draw them to a brand they’ve encountered on
social media.

– Harmonise all channels of brand messaging into your packaging design.
– Include the form of the packaging into all levels of your messaging to
leverage brand recognition.
– Integrate your budget wisely to catch hidden synergies.

1. Harmonise all channels of brand messaging into your packaging design.

Too often packaging design is a separate discipline of strategy when looking at
both in-store promotional materials and social media campaigns. Internal brand
marketing and the external agencies that support communication are increasingly
specialized in one channel of communication and are focused on their own
deadlines and budgets. 

This can be a missed opportunity for brands to grab consumer attention on the
shelf. A more effective strategy would be to include packaging design, both
physical form and brand images, into all levels of communication. For example,
if a CPG is launching a new snack product and the social media images don’t
focus on the look and feel of the packaging on shelf, it may make it more
difficult for the consumer to quickly find and choose the specific
product. 

The consumer will make it to the snack aisle, but a competitor’s brand could
grab their attention first and lose a potential sale. Including the packaging
imagery and all in-store promotion from social media campaigns will give the
brand one more chance to connect all the dots and draw consumers to the product
it has spent its valuable resources to promote.

2. Include the form of the packaging into all levels of your messaging to
leverage brand recognition.

The next tactic to think about is the actual form of the packaging. Is it
square or rounded? Is paperboard packaging best for the brand or is a flexible
packaging solution a better fit? Rightfully, most of these decisions come down
to first protecting the product and second the cost of filling the packaging at
scale. Brand marketing will also have a place at the table and will set the
standards to determine messaging and brand consistency. An emerging trend in
packaging design is to take this thinking into digital marketing and in-store
promotion planning processes simultaneously. 

For instance, how does the form of the package convey brand across all
channels? What packaging form works best for digital imagery and in-store
signage? As was outlined in our first strategy, consumers will be drawn to
product on shelf more easily if they’ve already experienced it once or more in
a previous message. The challenge here is to pick a form for the package that
not only disrupts the shelf, but also all areas of communication.

3. Integrate your budget wisely to catch hidden synergies.

The first two strategies can naturally lead to our last strategy, integrating
budgets. Looking at budgets holistically can uncover hidden pockets of waste in
both real dollars and time. For example, if the packaging design is going to be
photographed and shown in meetings to review with retailers and buyers, look
for ways do this once and create imagery from the beginning that can be used
across platforms. Schedule one photo shoot and use the photo assets many times
instead of each functional group needing different assets to do their part of
the brand messaging. Not only does this thinking save real money, it also can
remove valuable days from the launch schedule and allow for teams to work on
other pressing projects.

All of these tactics are fairly simple, but our fear of change can make them
not always easy to implement. The good news is that disruption can be looked at
as a positive catalyst that forces us to review our long-held processes and
find ways to work smarter. Each of these tactics by themselves can provide
benefit. The more powerful solution for brand marketers is to combine them and
recognise measurable improvement for your internal and external customers
proving that you understand the call to action from our changing world. 

 

Source: Fatsmoving