Does Your Marketing Strategy Include Packaging and Labeling?
This entry was posted on May 17, 2016.
Labels and Packages Can Directly Influence Sales The success of a business largely hinges on the effectiveness of its marketing strategy. The digital landscape of today's world has significantly altered the way many organizations approach advertising and customer interactions. Mobile ads, email campaigns, social media presence - these all play an essential role in a company's outreach initiatives.
However, it is important that, in their individual journeys to promote a product or service, businesses acknowledge that it is not just the channel they choose to communicate with potential customers on that matters. It is also the physical attributes of the good itself. The packaging and labeling of a product can be, and often is, used to grab the attention of shoppers and make the item stand out from its competitors. But it can do a lot more than this.
Powerful Affects of a Product's Physical Packaging Science Daily recently reported that new research, conducted by University of Oregon Assistant Professor of Marketing Aparna Sundar, examined how people view brands and products based on different senses, such as sight and touch.
"When you are looking at the marketing of products, a big part is the sensory aspects of the product's packaging," Sundar explained, according to the source. "Even though we might think of it as trivial, it is actually influential in the way we inform our consumption decisions. It's not just visual, it consists of other sensory cues such as touch."
The package of a product can directly influence how someone perceives both the good and the brand selling it, making it a pivotal marketing tool for companies. Packaging, then, should be considered a priority, not an afterthought. This concept was highlighted in a LinkedIn article posted by VoiceAmerica Talk Radio's David Marinac. He explained that, although the traditional Ps of the "marketing mix" were place, price, product and promotion, now packaging is being added as a critical area of focus.
Marinac indicated that the labeling and packaging of a product reflect the quality of it and help brands tell their stories; the package isn't just a place to include necessary information, such as ingredient lists and nutrition fact labels.
Important Factors to Consider Once sellers realize the prominent role product packaging plays in their overall success, they must decide how to go about it. Some of the crucial factors that should be taken into consideration include design, function and creativity. All of these elements can be optimized in a way that help further fuel marketing strategies. For example, the colors used in the graphics printed on a label can evoke different emotions among consumers. Blue is often associated with trust and security, whereas red instills feelings of danger, innovation or boldness.
To establish a product and, therefore, the brand, as superior, it is important that the appropriate materials are used. Packaging and labeling should be durable and appropriate for the item. Not all adhesives are created equal. Some are not water resistant, for instance, and therefore shouldn't be used on food/beverage items or bath and body products.
When designing custom labels and packaging, businesses should decide what they want to say about the brand. What does the company value? Determining what is most important to an organization and what message it wants to send shoppers will make it easier to decide what to include. Sellers that want to demonstrate environmental responsibility would benefit from using Kraft Recycled Labels, whereas chrome or gloss labels would suit businesses that want to portray an essence of luxury and exclusivity.
Working with a label print provider can help companies enhance the efficiency and effectiveness of their products' packaging, ultimately improving the success of their marketing strategies.
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