3 reasons why you may want to focus more on packaging rather than advertising when trying to influence purchase.
Sure, packaging and advertising are both crucial components to any marketing mix, but which has more influence at the time when consumers make their purchase decision? And more importantly, which is giving you a better ROI?
The correct balance is even more crucial for smaller brands with limited budgets where packaging is a proven ally on the front lines at retail.
Here are 3 things to consider as you evaluate where to spend your marketing budget:
- Packaging interacts with your consumer at the point of purchase and advertising interacts away from your product’s point of purchase.
Have you ever seen an ad for a product, only to go the store or retail website and end up choosing a competitor’s product? While your advisement may have piqued your target consumer’s interest, interest alone doesn’t sell – especially in the alcohol beverage category where there are so many options to distract at retail.
Certainly there are many examples of fantastic advertising that has engaged us all, even gone viral. But consider this, have you ever experienced watching a commercial over and over, even shared a video links with friends and family, only to find yourself later trying to remember the brand the advertising was pitching?
As a consumer we appear to be engaged, but are we more enamored with the ads themselves rather than the product.
One thing is certain, while advertising relies heavily on repetition in order to build consumer awareness, packaging has the unique ability, even on the first impression, to influence purchase at the time of purchase.
- Packaging is directly and intrinsically tied to your product.
While advertising certainly can evoke strong emotions, packaging if done well can connect with consumers in a much more direct and intimate way.
Packaging is on the front lines at the point of purchase and has the opportunity to engage multiple senses: sight, touch and even sometimes sound and smell.
Think of your packaging as your closer… your advertisement may have gotten your target to the store or website, but your packaging reinforces your brand’s message and communicates in a tactile, personal way that consumers can touch and feel in a way that advertising is unable to.
- Packaging engages, advertising interrupts.
99% of the time, we’re being advertised to when we are doing something other than shopping. We’re usually watching the game or our favorite show, reading a magazine, or surfing the web. Few things are more annoying than a commercial break, a pop-up ad while browsing the web, or those sneaky ads embedded in the content from my favorite online publication.
In fact, consumers dislike ads so much that they’re investing in DVR’s, paying extra for ad-free apps and are training themselves to ignore advertisements altogether. As a whole we’re actually paying to avoid being advertised to.
Packaging is different. Effective packaging engages consumers when their wallets are out and they have already committed to spending money – in the retail environment. Unlike advertising, packaging is tangible and integral component to the consumer experience.
Consumers cannot simply turn off packaging.
Advertising is certainly an integral part of any robust marketing plan, but with budgets being challenged more every day, packaging is a more cost effective tool than ever and perhaps a better alternative when it comes to influencing the purchase intent of wary consumers.
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