Think back to the times in your life when you wanted to purchase a product or service. You may do a bit of research online yourself, but at the same time, likely you reach out to people you know for their personal recommendations. If you spend time on social media, its likely you have found some pages and groups that are relevant to your interests (parenting style groups, vegetarian groups, refurbishing furniture groups....) - the admins of these groups could be paid or unpaid influencers. People 'know' them and trust their recommendations.
For example I've been interested in refurbishing some old fashioned furniture to make it more modern. I found a woman on Facebook who posts images of her before and after refurbishments. She does such a great job that I started to wonder what products she uses. I scrolled down to find a video of her showing her viewers the brand of paint stripper, paints, even the brand of paint brushes she uses, and the website to go to to purchase the products. As I dont have time to research the best brands, and I wouldnt even know where to start comparing and what I was needing to compare, I just jumped on the website she recommended and purchased the products I needed because I trust that she knows her stuff, and I trust that she wouldnt use or recommend bad products.
Im not alone. In fact, 49% of consumers claim that they depend on influencer recommendations to help them decide for their next purchase (Fourcommunications, 2018). This just shows that consumers indeed trust influencers.
If you have identified an Influencer who aligns with your brand and whose followers are your target market, you'll need to think about how to make the most out of your investment (as likely you'll have to pay them to spruik your product).
The most common way of influencers to feature or review a product is through an unboxing video posted as a vlog in Youtube, Instagram video or Instagram story. This is why marketing teams of businesses are sending out packages to influencers hoping for their products to be featured and reach more people.
Here are some tips below:
To put it bluntly, your influencer kit should be amazing. The influencer (and their viewers) should feel excitement and satisfaction as they unbox your package. Your product should stand out. Here is the simple guide on how to make your influencer kit packaging amazing:
Photo source: Sweet Idea Dude
2. Having unique compartments where the product is placed will surely amaze influencers. It is like giving them a one-of-a-kind experience before the product is revealed. But, you have to make sure that it is not too complicated to explore as it can lead to frustration.
Take a look at Worldwide Axcess unique packaging for Marc Jacobs Decadence. It features a unique placement of the product inside the package. It looks very elegant and luxurious.
Photo source: Worldwide Axcess
3. Never forget to clearly communicate your message through the packaging. It is significant that the packaging itself speaks for your brand. Since you cannot physically be there to explain about your product, let your packaging do the talking.
4. The theme of the product launch or the tagline can be introduced through a hashtag. This will help people remember your brand easily and quickly search for you.
Worldwide Axcess packaging for Make Up For Ever “UHD” includes a hashtag on its packaging itself.
Photo Source: Worldwide Axcess
5. You could also include uplifting little cute reminders (if that suits your brand image). This can make the influencers feel that you really take time to create personalized messages for them. You can be viewed as an authentic and thoughtful brand.
Glossier puts a “smile always” reminder that can be read when the influencer opens the box.
An extra tip is to include personalized thank you messages to make the influencers feel that you really take time to know them and thank them for their time and effort. It's really a great feeling when someone is thankful for you.
Influencer kits require tons of effort and creativity if you want your brand to be viewed as significant, unique and unforgettable for both the influencers and their viewers.
Custom Printed Bags & Boxes specialies in supplying bespoke bags and packaging, including Influencer packaging. We custom make each project from scratch - meaning you and your Marketing and Graphic Design team can develop a unique and stunning concept, with almost no limits. Contact us to discuss. We look forward to hearing from you!
Clara Cassidy, Founder and Marketing Manager of Custom Printed Bags & Boxes, is a marketing professional with years of experience in branding, promotions and events.