Retail brands need to have a thorough understanding of the personal and psychological motivators behind consumer buying behavior. While basic, essential (personal) needs motivate consumers to make a purchase, the wide range of options available today allows consumers to be pickier between brands they buy from.
Marketing is a powerful business tactic designed to motivate consumers to not only buy from you but also become advocates for your brand. How does custom retail packaging factor into this equation? Let’s dive in.
Feelings, beliefs, values, attitudes, life views, and perceptions are some of the key psychological factors that influence consumer behavior. To stand out from your competitors, you need to be aware and focused on appealing to your target consumer’s emotions, logic, and morals in every touchpoint of your brand experience – and retail packaging is a highly overlooked yet highly valuable part of it.
Through packaging marketing, you can elevate your brand experience while showing your personality and values. This authenticity can help you boost brand awareness and loyalty and help you effectively grow your business.
In today’s digital age, consumers are likely to share their positive experiences with brands on social media. Pair this with the fact that word-of-mouth endorsements are the most trusted form of marketing, and you maximize your reach.
Your packaging marketing strategy needs to be on-brand and values-based in order to effectively connect with your consumers.
The list above has just a few examples of how custom retail packaging, when done right, can be a powerful marketing tool.
The essential ingredient in any packaging marketing strategy: customized retail packaging. In order to stand out, you need to capitalize on what makes you unique. What better way to do this than with one-of-a-kind packaging that presents your unique products in the best way possible?
Keep your retail packaging current and on-trend by designing it around current events, industry trends, seasonality, your latest marketing campaign, or pop culture. If a major Hallmark holiday is coming up like Halloween or Valentine’s Day, create themed packaging to go with it. If you are launching a new product, design your retail packaging to coordinate with the marketing campaign supporting it. Raise awareness during Breast Cancer Awareness Month, Black History Month, Hispanic Heritage Month, and more. Consider what events align most with your brand values and personality and choose which to feature accordingly.
The advantage you have over other brands is that they are not you! Use that to your benefit. You can customize your retail packaging’s form, function, and visual design to create an aesthetically appealing, fully customized end result.
Switch up your packaging’s colors, patterns, shapes, and textures. Reinforce your brand with your logo and/or business name. Add text to your packaging to showcase your brand voice and personality. To keep the experience consistent, make sure your design does not stray too far from your brand’s style.
Use your retail packaging to reinforce your values. For example, if sustainability is important to your brand (and it should be, as it is of the utmost importance to your consumers) then make sure your components are recyclable or include a disclaimer that they are made from sustainable materials. Raise awareness of what your brand does to make the world a better place or how you aim to do so in the coming years. If your brand is passionate about a humanitarian cause or supports local charities, include assets in your packaging to inform others and inspire them to take action, too.
As a packaging procurer, you understand how important on-brand packaging is to the consumer experience. And it is likely you know that custom retail packaging and packaging marketing are great ways to accomplish more for your brand. However, looking for an end-to-end packaging provider can be overwhelming – and choosing the wrong one can cause unnecessary headaches. You need:
The right packaging partner can help you achieve all of the above and more. At Edge2Edge, we have proudly helped many organizations in a range of industries unlock the full potential of their brand experience with custom retail packaging. Contact us today to learn more about how our custom packaging solutions can help your business thrive.