In a post GFC world where cutbacks are very much sought after, packaging is one of the “extra’s” which if often cut out or reduced. An example here are USB flash drives, we used to see them in a die-cut foam insert inside, a nice gift box. Now, most promotional USB Flash drives are delivered in a plastic poly bag.
So really, what is packaging? Wikipedia explains it this way – “Packaging is the technology of enclosing or protecting products for distribution, storage, sale, and use. Packaging also refers to the process of design, evaluation, and production of packages”.
While this is technically correct, as a marketer, I feel the missed opportunity is in the design stage. This is where the real value add is, where we can create higher perceived value for an item. The high end retail brands get it, that’s why their shopping bags have all the extra embellishments, their boxes have embossed logo’s, gold or silver foil print and heavy duty materials. They understand that the clients wants the experience of buying something of value.
In the promotional products industry, we can do this too. There are many options to add to the first impression a clients gets when they receive your promotional item.
To create ideas for custom packaging, we like to know the theme of the product or event that we can work on – eg: Tool Box packaging for trade industries, fist aid kit for “emergency” products.
Another advantage of custom packaging is that it allows more “real estate” to promote other items like – features and benefits of the product, contact details etc.
Also, if the packaging design is really cool then there is a good chance the packaging will be kept for storing the promotional item or for another use. Remember, promotional products are great at offering value through greater longevity than most other advertising mediums.
Check out more custom packaging solutions in our Custom Solutions section.
Matthew Bywater
Marketing Strategist
For more marketing insight from Matthew check out his blog – www.matthewbywater.com
