Promotional Packaging for Luxury Goods
May 26th, 2011 | 
Author: If you can’t change your product, you can certainly use innovative promotional packaging effectively to deliver your brand values at point of sale and improve sales and profits.
More specifically, promotional packaging can generate trial purchases and increase purchase frequency. It can announce product changes more effectively than other marketing communications methods.
The job of promotional packaging is to create a compelling reason for the customer to buy now.
A promotional flash would normally go on the left hand side of new packaging, as that’s where graphics are best perceived and remembered (words go on the right). The flash could highlight a new feature, a competition, a frequent purchaser programme or a point of difference designed to disrupt the automatic purchase of a rival brand and force the buyer to consider ours.
If yours is a low cost product, the perception of value can be easily raised using beautiful, high quality packaging boxes, fabric pouches or interesting carton designs. By providing more to reward the consumer for their purchase and make them feel special, it can make shopping a more enjoyable activity. Tying good feelings to your products is key to building a great brand.
Great, well engineered, bespoke packaging can be useful, too. When Duracell discovered their customers found it hard to extract their hearing aid batteries from the packaging and place them in their hearing aid, the company designed promotional packaging that made it easy to change hearing aid batteries. Designing useful packaging brought Duracell increased sales and improved brand loyalty.
Slow selling products can be combined with more popular products to create a gift set or an experience.
Even the simple gift voucher can be beautifully packaged to make it more substantial and.. more gift-able.
Perhaps not normally considered ‘promotional packaging’, carrier bags of course promote your store around town. Many shoppers push flimsy plastic carrier bags inside more substantial carrier bags with more comfortable handles.. the more sturdy carrier bags win.
Many shoppers manage their carrier bags so the brand they feel most comfortable being associated with is the carrier bag on the outside, the one being displayed. Vivienne Westwood beats SuperDrug every time. Great carrier bags get re-used.
If you can’t change the product, and can’t change the packaging either, there are still many things you can do to add sizzle to your existing packaging. For instance printed tape, tags and stickers and wax seals can be added to existing packaging to promote the latest product, promotion or service.
Posted in Business