Many small and medium-sized entrepreneurs today give little importance to the packaging of their products, since they consider that just protecting and preserving the content will suffice. This, without forgetting also the extension of the distribution channels, which increasingly separate manufacturers from final consumers, making it difficult for them to directly stimulate the sale of their product.
In the packaging of our product we can have a great ally, whom we call “the silent seller”, that is, a container that, in addition to fulfilling the function for which it was created (protecting and preserving its content), offers us the opportunity to make our product more attractive to the consumer, causing it to sell alone.
Next, I want to share with you the 6 main promotional packaging techniques that are used successfully by several of the most important companies in the world, and that without a doubt have contributed to the sales volume that their products report.
1. When the packaging itself is motivating, I mean to use colors, materials and designs that are attractive to the consumer.
I will give you a simple example, the perfume industry, all perfume houses compete in designing the most visually attractive packaging, although the attribute for which the consumer will make the purchase decision is the aroma, even so, the packaging becomes in a fundamental element, since the consumer will only want to know the aroma of those perfumes whose packaging is attractive to them, and from that group they will finally make the purchase decision, therefore the packaging becomes a key factor in the purchase of perfumes.
2. When the container has advantageous or differentiating characteristics, lighter designs, easy to open and close, that allow better handling of the product by the consumer.
Here the examples are numerous, let's think about the design of cans that contain foods such as tuna, currently on the market we find various products packaged in cans that have an easy-open attachment, a packaging design that does not require a can opener and that simple allows the consumer to access our product, now I ask you, the design of a container with easy open, will it be a factor that will influence the purchase of the product?
3. When an incentive in the form of a gift has been incorporated into the package, this technique called “In Pack” is perhaps the most widely used on the market, proof of this is the promotional strategy for products such as: Sabritas con su Tazos, los Kinder Sorpresa chocolates, or Special-K cereal with its recommendation DVDs. In these products the gift that the consumer gets becomes an important factor for the purchase or in some cases the only one.
4. When the container or part of the container is redeemable for gifts or suitable to participate in contests or raffles, it is frequently used in food companies, they are the famous "points", the objective is to stimulate the consumer to buy more product than usual, to have the possibility of obtaining a prize.
Companies such as Coca-Cola employ it, assigning the bottle caps a value with which they can access free prizes and products, or the KLEEN BEBE diaper brand that invites its consumers to redeem the points that come in their packaging plus a little money to obtain products such as clothing or baby items, which also combine with fashionable children's characters, creating an attractive promotion.
5. When it has later utility, it is the classic example of containers that once empty, and thanks to their design and manufacturing material, have very diverse uses in everyday life, here we speak from mole containers to candle holders, which later It turns into glass cups or the plastic containers that hold yogurt that most housewives use to store food in their refrigerators and even small pots.
6. When the promotion is the packaging itself when new shapes or sizes of packaging make the product attractive to the consumer, we again quote Coca-Cola that at each Christmas season, Olympics or World Cup, designs attractive packaging according to the moment, which allows to have an avant-garde product.
I hope that the information in this article is very useful to you, for more information contact us and visit our website, there you will find the business solutions you are looking for.
