Present a packaging or the story of a decisive meeting. Around a desk or entirely by chance along the shelves, he is usually the first contact with your audience. Gone is the thorny question of graphic design; it is also its enhancement, and the universe created explicitly for it that will ultimately trigger a sale.
Tell stories? Without a doubt. Theatricalize the point of sale? A real good idea every time!
Better Sell Thanks to the Packaging.
Where the arguments of the presented products stop, the packaging takes over.
Often a jewel of ingenuity, sometimes a real work of art, is your best business asset and an aspect of your activities that should not be neglected under any circumstances. It is indeed he who will be the link between your brand and your future customers. He again will allow specific references to find a place away from the competition.
And yet, perhaps hard to believe, but the packaging is not everything! Between the impact of design on the consumer and the product’s actual quality, there is a whole host of creative ideas intended to make travel with a simple glance.
To attract the eye and create a direct link with the viewer, you will have to learn how to present your packaging and reflect everyone’s needs and desires.
A romantic gift? Sports equipment? A slimming product? Since texts and images are not everything, an excellent presentation will bring real added value.
The ideal is to ask yourself regularly: how to go a little further?
Present Packaging to a Distributor
Whether it is a large distributor or a small merchant, everyone will be more conquered by the context of your packaging. By the history of your brand, and by the future that you imagine for your product.
To present our packaging to a professional-client, we will arm ourselves with a concrete proposal! Models, studio photos, food stylist, the idea here is to continually adapt to the brand environment, and the criteria specific to our customers.
The packaging must necessarily have been thought out accordingly to give you substance throughout your process. It could, for example, be:
- Suggest Something Different
And this, whenever possible! It is the element of surprise that we are looking for above all.
Perhaps you can find a niche sector that is still little exploited or take the lead in an emerging trend. Standing out without too much confusing the consumer, that is the balance towards which you must strive.
Don’t be afraid to limit your creative proposition to one particular product. If the idea is good, it will fit seamlessly into a broader strategy!
- Bringing Value to Packaging
Easier opening? A more functional packaging, to divert or keep later?
Cardboard boxes such as PrintCosmo offers you the advantage of efficiently supporting unique cutouts and the most daring designs. So have fun!
- Stand Out by Price, but Not Only.
Of course, distributors are keen to remain competitive on the prices charged, but that is no reason to under-sell your project. Or to opt for cheaper manufacturing techniques, but unsuitable for your ideas.
Instead, you will be careful to offer fair prices and supplement your offer with other services. It could be a fast distribution chain that will always guarantee supply to the point of sale. Or a minimal environmental impact on which consumers and retailers are increasingly sensitive.
You certainly have many things to offer. See beyond the packaging alone!
Think About Event Packaging
The event packaging is a tremendous boost in sales.
Because it is prepared well in advance, do not hesitate to discuss the possibilities of variation as soon as you present it to the distributor. Taking into account the additional costs and technical constraints that this would imply.
And Why Not the Actual Packaging?
Happiness sells, and your packaging promises to bring together all the codes!
The actual packaging is a concept unto itself, ideal for visually transcribing all the heart you put into making your product.
A bit like the feel-good movies in which we gladly immerse ourselves to escape everyday life, you want to bring joy and simplicity through your proposal. A packaging centered on lightness and happiness already carries a whole promise that is easily adaptable to the seasons, and which will not fail to appeal to the consumer!
A recognizable packaging and a history closely linked to the product, many have already made it the key to their success!
The storytelling is what will allow you to bring life to your packaging. And this thanks to the emotions.
Today, we make advertisements like real short films, and we take care of every detail of any promotional poster. But the packaging is still largely forgotten, even though its small size allows a multitude of possibilities.
Let the emotions speak, dare the shapes, colors, and all the symbolism found in art in particular and convey so much without uttering a word.
In marketing, we generally tend to focus on either emotions or information. To present packaging in the best possible way, we will try to do both.
But more concretely, how do you get there? In particular, you can opt for:
- A funny name, without being ridiculous, of course. But a well-chosen play on words will always have its effect. Check with the INPI that the name found is not already used by another brand.
- Humanization, we want character, a real personality for our packaging! We all tend to feel the emotions we read in others more easily. What human face, what little style could suit your product?
- The diversion, ideal for drawing a smile on the face of the consumer. How to sublimate the packaging while making it disappear behind the story you are trying to tell?
- A good dose of good humor, like what the Michel et Augustin brand offers, for example. Be smart, offbeat, and always happily address your audience! Enough to present your packaging funnily and positively even before the consumer has taken it into their hands.
Staging the Point of Sale
In most cases, just offering the best product to sell isn’t enough. Or even apply the lowest rate.
To increase your chances, you have to directly touch the consumer’s senses, so the staging of your point of sale must be an essential facet of your marketing strategy.
A few efforts on the exterior architecture, a carefully arranged showcase, a clear route for the potential customer, and so many little extras will maximize your chances of success and prevent you from simply putting your packaging on the shelf, alongside other references.
Do you offer a food product? Start by setting up a tasting area! You will thus sell the tasted product directly or invite the buyer to discover the rest of your offer.
For the rest, you might consider:
- Take care of the display cabinet.
One in three customers enters because the window has seduced them!
It is the first meeting between the potential buyer and the point of sale. Without exhibiting the entire store there, we will ensure that we remain coherent and visually attractive by choosing our decorations and products with the most excellent care.
This will notably involve:
- The theme, to create an atmosphere and meet a particular expectation. We will take specific account of the news and the calendar to always aim right. No question of not taking advantage of a holiday like Easter or Christmas! The idea is to tell a story through the staging to sublimate the product but without giving too much space to the decor. Delicate, once again!
- The volumes, by structuring its window according to a vertical axis. We want movement, different heights, and an odd number of products to avoid a sometimes monotonous symmetry.
- Light, essential for creating contrasts and guiding the gaze to specific points.
- The homogeneity of the labeling, which must be displayed and preferably elsewhere than on the products. A small easel placed in the corner of the window listing the products and prices will work fine.
- The choice of products which you must have in stock.
External Constraints to Be Taken Into Account
- Sunshine, which can disrupt vision and alter the quality of the products offered.
- The size of the showcase.
- The speed of movement of passers-by.
Note that a showcase has only a minimal lifespan. Between two weeks and a month no more, under penalty of becoming practically invisible to the eye of the consumer who passes in front of our shop every day.
After this time, you have to create the event again!
Think About the Layout of the Interior
Mission accomplished! The potential buyer, attracted by your exterior staging, has just walked through your store’s door.
It is now the interior layout that must take over, under penalty of seeing the nascent interest fall like a bellows.
For example, start by carefully choosing the style and materials of your furniture. We don’t always think about it, but they also reflect your positioning.
Then create a specially designed path to showcase your products in a certain way and a particular order—a dynamic course that you will continuously adjust according to your observations.
Mastering the Art of Presenting Packaging
It is a fact; store visits are decreasing.
However, with growing competition from e-commerce, physical sales make it possible to take more pleasure in the act of purchase and benefit from personalized advice from professionals.
If marketing today slips towards a polysensory approach, it is up to you to integrate your codes and objectives. We want to travel, and we want the surprising, and more than anything, we want something different.