Custom printed promotional boxes are a great way to present a product, in a professional way to your clients at a special event such as a product launch, or as a mail piece to your VIPs (or target market) as part of an integrated marketing campaign.
Once you decide a promotional box is going to be part of your marketing strategy, there are some considerations that you must think about to ensure your promotional packaging fits it's purpose and aligns with your brand.
Promotional box purpose:
First of all, you need to think about the overall purpose of the box. What are you going to present in the box, and why?
For example, if you are having a product lauch, perhaps you are going to give away a sample of your product, if you are opening a new apartment block, perhaps you are going to present the new owners with a keycard. If VIPs are attending a special event, you might want to give them a set of beautiful branded champagne glasses, if that's something your audience would value. Whatever your overall strategy is, you need to understand from the very start what the promotional boxes' signifgance is going to be to the reciever. That will make it easier to make decisions regarding size, elements, style, design and so on.
Date needed by:
As with all marketing activities, it needs to be well timed, and fit in with the overall marketing strategy. You need to start the concept and design process at least 3 months in advance. This will ensure you have time to get all the stakeholders involved. Marketing, your Graphic Desinger, and the packaging supplier, to ensure what you have time to discuss and mock up some designs, check costs to ensure the box you want is in the budget, or have time to tweak your design or elements of the box, to ensure you can get a promoptional box with most of your requirements that fits your budget. You also need to think about turn around times - producing promotional boxes can be a 4 - 12 week process, depending on the quantity), and to ensure you have time to get a sample of the box made up and sent out to test before ordering in bulk, especially if you have a product that needs to fit into the box or into a foam insert snuggly, getting a sample to test beforehand is prudent.
You need to ensure the box is big enough to present the product you are giving away. For example, if you are getting champagne glasses printed with your logo, you will need to find out the height and diameter of the largest part of the glass. For most products, you will need to measure the length x width x height. Once you have that, you will need to decide if you need a box that fits the product snuggly - so ensure the box is a few mmm wider for the product to fit in snuggly, or if you want to present a key card the size of a credit card for example, you might want a box that is at least 5cm wider around the card foam cut out, so you can present it in a larger box, and can custom print the foam with your logo or design, or even with a special message.
Elements (foam, paper insert):
Think about how the product will be presented in your box. For example, if you are presenting key cards, you would need to have them firmly secure and presented nicely in the box by placing them in custom sized foam cut outs.
Or maybe you're presenting custom printed wine glasses to a client in a promotional giveaway box, and you need paper inserts to protect the glasses from moving around inside the box.
Think about how you want the products to be presented, and you can work out the style of the box you want. A rigid box with a silk satin ribbon, will give a different image than a flat pack box with flap lid. Think about the image you are trying to portray, and make your box fit that image. If you're a sleek property developer and want to give your upmarket buyers a gift, you would want to present them with a sleek, upmarket, expensive looking branded box. If you're a fun, vibrant, unique clothing brand, you could present your event guests with a stunning, stylish and unusual shaped box, with your logo on.
Branding / colours:
Your box needs to keep with your company's brand image (as with all marketing related activities). It's important that your promotional giveaway box fits in with your brand image. That means using your brand colours and logo.
You can use so many amazing effects with printing to make your promotional box even more unique and memborable. For example spot uv to give your logo or design a glossy look, foiling to create a shiny effect, and embossing for a luxury feel to the box.
How you will present the promotional box to the client (mail out or at an event):
If you are mailing out your promotional boxes, you will need a sturdy rigid box, to ensure your promotional box doesnt get crushed in the mail. It is a good idea to place your promotional box inside a corrugated board mailer box when sending out, to ensure it is protected in the mail.
If you are handing the boxes out during an event, you may need to think about matching (or simarly themed) bags to hand them out in, otherwise attendees will have to carry them around akwardly during the event, and might leave them down. If you present them in a branded event bag, they can easily carry them around during the event. Another option is to give them out as the guests are leaving the event, as a parting gift.
After sending out the promotional box in the mail, or handing them out to deleguates at an event, its important to follow up (as with all marketing activities). You want to make sure your marketing efforts have some ROI (return on investment) for the time, effort and expense you have gone to, to create your promotional give-away boxes.
A custom printed box in your brand colours with your logo or design printed, is a professional way to present your product. Your clients are sure to see you as a professional organisation that takes pride in their brand.
Let us know in the comments section below what you think is important to consider when creating the design for promotional boxes for a product launch or event.
Clara Cassidy, Founder and Marketing Manager of Custom Printed Bags & Boxes, is a marketing professional with years of experience in branding, promotions and events.