Supermarket brands are constantly fighting for consumer attention and loyalty. In an age of digital shopping, consumers have more options than ever regarding where they spend their money. Marketing packaging is the way your product is displayed in a store to sell it. The good news is that you don’t need to be a wily inventor or Charles Revson to stand out from the pack. Supermarket brands are constantly fighting for consumer attention and loyalty.
In an age of digital shopping, consumers have more options than ever regarding where they spend their money. The good news is that you don’t need to be a wily inventor or Charles Revson to stand out from the pack. You need an understanding of how marketing packaging can help you create memorable experiences that resonate with your target audience and compel them to spend money in your store instead of one across the street.
What is Marketing Packaging?
Marketing packaging is the way your product is displayed in a store to sell it. Whether you’re in a grocery store aisle, a medicine cabinet, or a brand new “take a piece of the sky” display, the packaging of your product is critical to how well it sells. The goal of marketing packaging is simple.
It is to communicate what’s inside your product so that when a consumer picks it up, they associate the product with the quality or service they seek. In other words, it’s not enough to just put a product in a box. You have to make sure that the box makes sense so that when it’s picked up, the consumer says “I want to pick up one of those.”
How To Become A Superstar At Marketing Packaging
There are so many ways to stand out in the crowded supermarket aisle, right? With all the different brands, sizes, and ingredients, how do you compete for the consumer’s attention? The answer is in your marketing packaging. For example, let’s say a consumer picks up your product and looks at the box. They see that the product inside is corn syrup and soybean oil, but they don’t see any information about why that’s an issue.
So, they put the box down and grab one of the other brands, which happens to be the one that’s made from canola oil. When you look at your marketing packaging, you see that it’s been upstaged by another brand that’s using a lighter, more modern box, which makes it easier to stack on top of the other boxes in the car.
Create a Unique Selling Proposition
Before a consumer will buy your product, they need to understand what it is and why they should buy it. This is where your unique selling proposition comes into play. It’s the one reason why someone should buy your product over the others on the shelf. While there are many different ways to create your unique selling proposition, they all have something in common.
They all need to solve a problem that your target consumer has in their life. So, instead of solving the problem of a person who doesn’t know how to cook, it’s solving the problem of a busy lifestyle filled with trying to put dinner on the table for the family each night.
Develop a Sense of Place
Before consumers will buy your product, they need to know exactly where it is on the shelf. This is where the sense of place comes into play. Consumers need to associate your product with where they already buy their groceries, what type of kitchen they already have, and what colours are already in their house.
To create a sense of place, you need to examine your product closely. What is it made of? What is its purpose? What colours does it come in? You need to answer these questions so that when a consumer picks up your product, they see it in their own home.
Use Storytelling to Communicate your Brand Message
When consumers pick up your product and see that it’s part of a series of stories, they fall into a state of relaxation and inspiration. This is what storytelling is all about. It’s the art of weaving a story that connects your brand with one or more of the other brands in the series.
Bottom line
Marketing packaging is the way your product is displayed in a store to sell it. Whether you’re in a grocery store aisle, a medicine cabinet, or a brand new “take a piece of the sky” display, the packaging of your product is critical to how well it sells. You can’t leave this part of the process to chance. You need to think about these things carefully. Make sure your product is packaged well so that it makes sense to your target consumer and they associate your brand with where they buy their groceries.
There’s no question that a modern supermarket is a complicated place to sell a product. But, that’s where you need to be even more focused than ever on making sure your product sells well. Your marketing packaging is going to be the key to getting your product into the hands of the consumer. It’s what will create those memorable experiences that will compel them to walk out of the store with their money in their hand.
