Promotional packaging: strengths and specificities

 

Introduction

Need to communicate on a special offer? The time has come to refine your communication strategy about cardboard box with lids. Enhancement at the head of the gondola? It's a good start. Advertising on different channels? Essential for sure; however, you will not neglect the promotional packaging, which will be one of the vital signals of the current offer.

Promotional packaging


Since we now know that approximately 80% of the information related to a product is transmitted to the consumer via sight, the care you take to your promotional packaging will impact its price, location in the store, and the success of the products. Sales. Hence the fundamental importance of understanding its usefulness and the codes you will use to boost the attractiveness of your product and stimulate purchase intention with your consumers.

Leverage promotional marketing

Indispensable to boost the visibility of a product and increase a company's market share, the promotion has always been a vital marketing lever to generate short-term sales.

Used wisely, taking care of both the promotional packaging and its communication, it will quickly become a means of Generate more purchases: While nearly 35% of consumers do not know which brand to buy when entering the point of sale, the promotion will be a differentiator. 49% of them are spontaneously convinced by the offers of the moment. A figure that climbs to 61% for e-commerce!

Increase spending: 26% of consumers typically end up buying a more expensive product than they originally planned to buy due to the promotion offered.

Anticipate purchases: It is estimated that approximately 30% of consumers who took advantage of a promotional campaign had planned this purchase by going to their store—highlighting a particular offer invites consumers to design their assets so they don't miss out on any special occasion!

Leverage promotional marketing

The key to success? Excellent visibility and promotional packaging, which, getting rid of the benchmarks of classic packaging, will carry this little extra touch as a distinctive sign that will make it essential.

Classic packaging or promotional packaging

Promotional packaging is closely linked to classic packaging. As part of a special offer, it is not to embark on the complete design of a brand new temporary packaging but to include in the primary packaging the visual elements communicating the promotion. Enough to create a new source of value while conveying the right message.

This will generally adapt to the point of sale or the target audience. A large family, for example, will be more attracted by a promotion relating to a quantity gain. Therefore, it will be necessary that the product concerned and the exhibition on the shelf and the facing all communicate together on this offer not to be missed.

The promotion can then be complete; that is to say, it will cover the entire custom packaging for small business. Or partial, covering only a particular part.

To do this, the promotional packaging will integrate images and written information in a multitude of ways. Elements incorporated, placed, glued, labels, banners… It doesn't matter as long as the promotion remains indicated!

Packaging and promotional packaging

Who in the room does not yet clearly distinguish between packaging and packaging? Or do not know the different kinds of packaging that are found in the trade and handling sector? Once the reminder is done after reading our previous articles, we will realize that promotional packaging can perfectly blend into primary or secondary packaging, for example.

It will be this small sticker bearing the words. This brick of fruit juice in giraffe format will be decorated with bright colours indicating "+ 15% free". Or it will be this particular box with or without a banner allowing a certain quantity of products to be grouped as part of a special offer, as the secondary packaging already does.

As we have seen, since promotional packaging is not packaging in its own right, it will take support from the already existing layers of your packaging or your product packaging. Therefore, it's up to you to make it as visible as possible!

 

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