Six steps to Powerful Promotional Packaging
Marketers are turning to promotional packaging because it:
- Adds value to a brand.
- Grows product volumes and sales.
- Generates excitement around a brand.
- Drives impulse purchases by motivating consumers in-store.
- Allows control of the brand’s message. Retailers and the media can “filter” much of the brand marketer’s message.
- Breaks through the clutter on the shelf. Some retailers don’t want point-of-sale materials in their stores. Promotional packaging overcomes this obstacle.
- Rejuvenates and brings a sense of “new” to a brand.
- Allows consumers to interact with the brand in unique ways.
How can you create effective packaging promotions that appeal to your target consumers, grow the bottom line and build brand equity?
A recent packaging promotion from Campbell Soup achieves this synergy. The company produced limited-edition soup cans bearing Andy Warhol’s colorful renditions of the classic tomato soup label.
Campbell’s markets the cans in a shrink-wrapped four-pack at Giant Eagle supermarkets in Pittsburgh (Warhol’s home town), western Pennsylvania, Ohio, Maryland and parts of West Virginia.
Campbell’s is targeting moms with “tweens” and teens and 55-plus consumers.
AccuPOLL uses five key measures to predict the success or failure of a promotional campaign. These are:
1. Impact on purchase behavior
2. Value perceptions
4. Fit with the brand
5. Ease of compliance
Also, the contests may lack a strong relationship to the brand. Thus, the idea is lost in the shuffle.
“For package flags or violators, bigger is better for visibility on shelf,” Irvine says.
Irvine has five tips for designing flags or violators on packaging.
2. Position your flag so consumers will see at least part of it in any shelf position.
3. Make the central message simple and easy to read. Use the two second rule: If you can’t communicate your promotional message in two seconds or about five words or less, you will be ineffective on shelf.
4. Use contrasting colors to help distinguish the promotional flag from the package graphics.
5. Use a readable typeface, like Helvetica or Arial. Consumers can read these san serif fonts quickly and easily.
Your partner’s brand equity can further reinforce your brand essence or bring new users into your franchise.
Some brands move from sharing the package with a partner to delivering the partner’s product, Irvine says. “This is the ultimate offer—the product and property as one.”
Consumers like to see what they’re getting. But make sure the premium is secure and theft-resistant.
Use the internet to send e-mail announcements to your core consumers.
Brewer Brau Union ran a “talking” beer can promotion last year in Hungary. The campaign upped sales 70 percent. Riverside Technologies supplied the audible cans.