Using Packaging as a Marketing Tool

When a shopper walks into the store, even if they aren’t looking for something in your product category, the proper packaging can entice them to make a purchase they hadn’t planned. That’s why packaging should be considered part of your marketing toolbox. Here are four ways to use product packaging to stand out and create competitive differentiation. ‍

1. Great design matters.
‍The front of your container is your face to the market. Whether a label or a folding carton, bright colors, glossy coatings, and specialty techniques like embossing and foil can stop shoppers in their tracks, and creative design techniques, such as vintage effects, can grab attention, too. Get creative!

‍2. Emphasize sustainability.
‍With more and more consumers looking to buy sustainable products, the packaging is a great way to show that your brand is committed to the environment. Use recycled materials, biodegradable packaging, and reusable packaging, then promote your efforts on the package where shoppers can see it easily.

‍3. Target specific audiences.
‍Did you know that you can break your packaging into target segments just as you do with other marketing materials? You might create complementary packaging for different audiences—one for men and one for women. Or, if you sell into areas with a high percentage of Spanish-speaking consumers, you might print a portion of your packaging with messaging in Spanish and English.

‍4. Add something extra.
‍Include something fun and surprising inside the package. This might be a coupon for their next purchase, a free sample of a related product, or a funny refrigerator magnet. Customers appreciate and remember this extra effort.

Packaging is one of your most essential marketing tools, so use it to your advantage. With a bit of creativity, you can surprise and delight your customers, build brand loyalty, and keep your customers coming back.

Our customer, North Spore, utilizes great design with the extra touch of a laminated coating that adds protection to its multi-use Golden Oyster Mushroom Kit folding carton package. The lamination coating protects the contents both on the shelf and when in initial use, along with re-use. The look and use of this piece is just as important as the incredible, eventually edible, contents. Contact us to learn more about the coatings we offer for your next folding carton package project.