Packaging to enhance your image? You read it right! Let's see how you can use your packaging as a weapon of mass seduction so that potential customers will fall in love with your products.
4 steps to success
Step 1 – Attraction
First things first: you need to attract customers. And it’s all very well to say that you can’t judge a book by its cover, or that clothes don’t make the man, but if you want consumers to choose your product, unfortunately clothes do a lot to make the man, at least when it comes to getting noticed. You have to do everything you can to attract attention, because even if you have an innovative product that is going to change people’s lives, nobody knows about it yet. There’s no miracle formula for success in the attraction stage, but there are tricks that help.
- Design: It’s what makes people look at your product in the first place: colours, logo, images, font…everything that can be seen at first glance. You have 5 to 15 seconds to catch your customer’s eye. Your product needs to stand out to be seen.
- Competitor analysis: Go to a store, buy your competitors’ products, and judge away! You’re bound to notice similarities and trends. There are golden rules in food marketing that help to get messages across to consumers and they must be applied appropriately. People understand that you are different and that your product is unique. But upsetting people’s recognition of your product will not entice them to buy it.
- SWOT analysis (Strengths – Weaknesses – Opportunities – Threats): Of course you need to know your competitors, but you must know yourself as well. It’s time to look in the mirror. Be honest in your approach and identify who you really are. By doing this, you’ll know how to use your strengths and weaknesses to seize opportunities in your market. Be on the lookout for threats – and use your strengths to lessen their impact.
- Unique Selling Point: The analysis above will enable you to identify your Unique Selling Point (USP). THE factor, THE characteristic that sets you apart from the rest. You need to capitalize on this uniqueness and highlight it clearly on your packaging.
Step 2 – Seduction
Attraction is complete? Now it's time to seduce! The first-date potential in Quebec is enormous. Our grocers launch an average of 400 new products a year. Many are called, but few are chosen. Those who will last on the shelves must maintain the promise they make during the seduction stage. And that promise has to be authentic. Consumers are increasingly well-informed, being bombarded with millions of pieces of information at any and all times. Your authenticity will be felt and appreciated.
Your packaging is one point of contact between your product and your consumer. But there's more to seducing your consumer than just packaging.
You need to talk to your consumers wherever they are. That's why it's so important to get to know them. Remember that everything you say on your website or social media channels must be linked to the story of your brand or products. Customers want to stay connected to you, to your values, to your mission. After all, this is why they have chosen your brand.
Step 3 – Relationship
Keeping someone interested for life is a challenge! You need to keep the flame burning throughout the relationship, not just with new products, but also with promotions, a lifestyle linked to your brand, and social involvement.
Throughout your relationship, your product must continue to appeal to your customers' fundamental values. Think about all this when you design your packaging. Also think about the other products and flavours that could be added to the range.
This kind of advanced planning will help ensure your visual brand consistency. Consumers will easily recognize and differentiate your brand on shelves and will immediately feel a connection.
Step 4 - Satisfaction
The ultimate goal is to maintain interest throughout the relationship that the customer develops with your product. Be on the lookosut for your customers' comments on your products. A satisfied customer is a repeat customer who comes back time and time again. Remember that a healthy relationship is all about sharing and listening. Your customers become your first ambassadors.
There is no magic formula, nor is there ONE right solution. You must find the right balance between profitability, product conservation, marketing and, above all, your values. The best packaging isn't necessarily the most beautiful or the one that wins the most prizes, it's the one that's adapted to your product and that people put in their shopping baskets the most.
That's the real measure of success.