Mainstream marketing and advertising is dying. That’s the cue for
packaging to step up to the plate and take its rightful place as
a powerful product marketing and branding tool. “Ad Age” recently
reported that a newly released book reports that 37% of all
advertising is wasted. Quite frankly, I agree. I have been
studying this issue for a while and examining
advertising/marketing messages (especially on packaging) and it
is apparent that the new generation of advertising is weak.
Every time I see a new campaign I wonder at whom it is aimed.
Most the time it is totally unclear who the product is for.
Despite all that is being written about marketing to various
demographic groups, the advertisers and marketers still don’t get
it. And, the results are noticeable.
Some marketers are trying off-the-wall marketing campaigns. Just
look at the demise of Dr. Z. Think about how much money was spent
for an advertising campaign that didn’t work. Every product (well
almost) has a package and almost everyone has engaged in some
type shopping experience. So who is your target audience and how
can you reach them now that conventional methods aren’t working?
Smart marketers will get busy looking at their product packaging
and determining how to make it “connect” with the consumer.
The prime consumers are women and seniors, for the most part, and
they are continually overlooked in product packaging. Companies
that do reach out to this audience typically fall back on
preconceived marketing stereotypes. Pink packaging for women and
silver or purple for seniors is a major no-no. These markets are
enormous yet they are totally underserved and misunderstood by
consumer goods manufacturers and their product packaging.
The important issue to recognize is that the package is in a
position of power to capture a consumer at the first point of
contact in a retail environment. It’s “the first moment of truth”
whether your package will connect with your buyer — or not. It’s
no longer enough to simply describe what’s inside the box. That
idea will sink in the sea of sensory overload of competitive
products.
The package needs to “engage” the consumer by clearly stating
value, benefits and reasons why a consumer should make the
purchase. How will purchasing the product make someone’s life
easier? How easy or convenient is it to use? How does it mesh
with the consumer’s lifestyle? And most importantly, what’s in it
for the consumer once they make the purchase?
So think about to whom you are marketing. What are their needs
and expectations of your product? How you can make an emotional
connection with the consumer? Whether it is women or seniors or
any other target demographic, you have to entice them to make the
purchase. Remember, it’s not enough just to say what’s inside.
You need a compelling message that will engage a consumer to pick
your product up off the shelf. It’s that critical — 2.6 seconds
and then you have lost them.
Be prepared for your product packaging to fill the void left by
mainstream marketers who aren’t connecting their products to
consumers with the right message. Forget the stereotypes of
product marketing. They aren’t working. Remember the package has
the power to fill the void and send the message loud and clear!
For more insights on the hottest and most important issues in
packaging call me at 1-678-594-6872 or email me at
PackagingDiva@aol.com
