For any business which has a product to market, packaging and display are very important factors that can make all the difference in whether products sell or not.  You can have all the other marketing efforts nailed, but if it doesn’t display well at retail, sales will suffer.  You get one chance to make a first impression and often that is on the retail floor.  The ability of your displays and packaging to attract customers and move them to make a purchasing decision, even at times they are not ready to buy, will set your brand apart from your competition and enable you to gain market share.

Displays

Another important factor that can affect sales is how the product is displayed during the shopper experience, both in store and online.  How a product is displayed can often draw attention away from one product and towards yours, or vice versa.  There are a number of different ways that products can be displayed which can boost sales.  This can be creating a standalone floor stand or counter display that features the product.  Inline displays, aisle violators, and shelf talkers can be created which enhance the visibility of one product vs another.  Special lighting and making displays interactive can drive consumers to your product.

A good option to get your product noticed when it`s not being made a special feature is through custom point of purchase displays. This is a great way to help make your product stand out from the competition, build your brand, and let your product market itself.

Packaging

A product`s packaging goes hand in hand with its branding.  It needs to tell the brand story, as well as be creative, give important information about the product, and protect the product in some cases.  It is important to have a clear brand message as well as make it obvious what the product is. If you can get all this right, the product can market itself at the point of purchase.

Packaging for Marketing

Businesses and marketers are beginning to understand better how important packaging is for the marketing of a product. Whilst in the past, the packaging has often been overlooked, it is now being understood that it can play a significant role in a product`s success.

A product`s packaging is its first impression.  It will tell a story, good or bad.  It communicates important information, key features and benefits, and delivers a perceived value of the product, just like other marketing!  To be able to use your product packaging for marketing, there are a few factors which need to be taken into account:

  • Make sure that the benefits are obvious
  • Choose packaging that stands out – that doesn`t necessarily mean that you have to make it bright and colourful, just well-made and on brand. Try out a number of different designs if need be and choose the one that caught your eye.
  • Check out your competition and look at how your packaging compares to theirs.
  • Keep your packaging easy to stack, hang or put on shelves. The more `awkward` this is, the less likely the store is to display your product as intended.
  • Keep your packaging completely on-brand.
  • Quality is essential in packaging as this will equate to what the consumer thinks of your product – e.g. cheap and badly make packaging will make the consumer think that your product is also cheap, badly made and unprofessional.
  • Keep your text as compact and light as possible.

It is widely accepted that good branding is a major factor in sales and marketing, and in determining the success of a product.  It is therefore vital that your product`s packaging not only stays on brand but also helps to build it.

Product packaging and displays are very important at the point of sale in marketing your product.  Thus, it is essential that you spend some time and money on getting it right. Without this type of marketing all the other marketing that you are doing will be ineffective, so spend the time and related dollars to get your packaging and displays right.  After all, you only get one chance to make a first impression.