Friday, August 20, 2010

Is your packaging doing enough?

Going a bit beyond product protection, promotion & display

Packaging is an often under-utilized aspect of marketing. It is designed to protect products during shipping, act as a "billboard" in a store to attract attention, and to aid in store display (stacking, hanging, etc.).

Some businesses are finding ways to use packaging to add a bit more customer value and act as a differentiator from competitors . While some can be more substantial, many are smaller in nature. Here are a couple of examples:
  • Sun Chips (from Frito-Lay) offer chips in 100% compostable bags.

  • 1800 Tequila having its lid measure a shot (turn it over to fill up the lid).

Could your packaging be doing more?

1 comment:

Scott Ellis said...

Good point, Brad. In this economy, it's too easy to start slashing prices to win market share. It's such a better approach to stand behind your product and it's price and start getting creative with ways to add value. Sun Chips got a segment on The Today Show this morning because of that bag. Having Matt, Meredith, and Al Roker holding up your product throughout an hour long show. . .I wonder many advertising dollars that adds up to?