We can now offer low quantities (min 500) of cotton bags! In keeping with our theme of allowing our customers to fully customise to their unique requirements, we can offer cotton bags to almost any design for your event: short handles or long handles, printed with your logo or design and dyed to your brand colour. We can even use thick cotton for heavy contents, or thin cotton if your bag is just for branding purposes....you choose!
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Remember that packaging for your product, events, promotions, conferences, seminars, trade shows or parties has to get the attention of customers. So make it fun and bring a smile to people’s faces! People respond well to something that’s a bit out of the ordinary and a bit crazy. Here are some really fun packaging ideas for everyday products, and for events, that might get people talking around the conference table or around the kitchen table at home: Imagine being the tea supplier for a major conference and having these cute little packages of your tea bags at the tea and coffee tables! Im sure it would get the delegates talking - and drinking more of your tea! If you're the snack provider at an event, why not put your snacks in a fun package? It would get noticed and talked about amongst the guests I'm sure! They might even take them home to share with family or friends! This packaging design is sure to stand out at gardening stores against the other seed suppliers packaging:
“Packaging is the front line of marketing.”[1] Getting your packaging right for your product is vital. Whether you’re an online or offline retailer, your packaging needs to reflect your brand proposition, be attractive to your target market and stand out from your competition. You need to be able to communicate your brand image in the mili-second that your potential customer scans the store shelf where you and your competitor’s products are displayed, and catch your customer’s eye, and hopefully heart. 5 things to keep in mind for packaging marketing: Are you marketing to your target market? The graphics / photography on your packaging should convey the message you want to communicate to your target market. For example if you are a luxury brand for mature consumers, you probably wouldn’t want to use bright, gaudy colours or childish images (cartoons) or childish writing. (Unless of course that is the new fashion and you have done a lot of research into it, and that is what your target market is attracted to.) Your target market will be attracted and drawn to the imagery and colours that they like. Make sure you research what other successful brands are doing with their packaging. Make a mood board of their packaging colours, images and fonts, and even packaging shapes and materials – and you will start to form an idea of what your target market is attracted to. For example, luxury brands usually use rigid boxes for their packaging, they usually use calm colours and bold fonts. It is vital that your imagery is of high quality – make sure you use a professional graphic designer and a professional photographer for your bag or box design. Beautiful packaging can lead to higher sales, compared to cheap, unprofessional-looking packaging. Your packaging must appeal to a consumer’s wants, needs and lifestyle “Consumers identify with the brands that match the perceptions of their lifestyles.”[2] People want to be associated with a certain lifestyle and with the products that fit that profile. Consumers will be motivated to purchase products that project the right image for them. Packaging is used to create the image you want your brand to be positioned. Look at La Mer product packaging compared to Australis product packaging. Without knowing anything about the companies, or looking at the pricing, you would know that La Mer products are highly priced, luxury products, and Australis make up is for the younger generation and is a budget product. Think about how you figured this out just by looking at the packaging. ‘Image is important in our society. The image that brands project is critical to their success, and those images must be conveyed by packaging—the ultimate touch point for consumer product brands’. Your packaging must project your brand image You should have already decided on your brand image according to your product offering, your product quality, where you are selling your product, and the price point you are selling your product at. Make sure your graphic designer understands your positioning and ensure you keep your branding consistent when working with them on the packaging design. If you have a red italic logo on your business card and website, then you want the same logo on your product packaging. “Your packaging is more than a just a container with a label stuck on it, it is a vital opportunity to build new brands or reinforce and add value to a positive experience of an existing product or brand”. Remember you only get one chance to make a good first impression through you packaging. It’s the difference between a potential customer picking up your product, ignoring it, or simply not seeing it amongst your competitors. Create a customer experience ‘Meaningful customer experiences begin when consumers are motivated to pick the product up, purchase and use it, confirming in their minds that it lives up to its brand promise and then seek it out again. That’s a tall order that begins with packaging.’ An ownable package structure is very desirable as it refers to that brand, and only that brand, creating immediate recognition and intimate brand associations in the mind of consumers over time. Structure is increasingly important as a unique differentiator on retail shelves. For example if you see the silhouette of the classic shaped coke bottle you know it’s Coke immediately even without seeing the label! If packaging can also be employed as a delivery system for providing a better, more satisfying or more enjoyable user experience, then it reinforces the brand as the one of choice over its category competitors. That in-turn enhances the brand’s image and value in the mind of the consumer. For example, when I am in the supermarket and I want to buy grated cheese, I will buy a packet of cheese with a zip lock bag over a packet without one if I think that I won’t use the entire amount at once – even if it’s not the brand I would normally buy – just for that added convenience of being able to keep the cheese fresh in my fridge. Create value to your customers Shopping is a major leisure time pursuit for people and a product that engages, delights and captivates the consumer at point of purchase, is as good as sold. Good design gives you leverage. A well-thought out and witty packaging solution, gets more free press and word of mouth promotion, better shelf space and ultimately more sales, so you actually spend far less money on marketing. The Elements of Spice grinder range was so radically different to anything on the market even globally, it was featured in Vogue, Wallpaper and many of the world's top foodie magazines, was recommended by British Vogue's -Nigella Lawson herself, and dubbed "An extraordinary collection" in an article in The New York Times. A truly great package and some PR may be all the marketing you'll need. A packaging led approach to branding works across the board. If your product can be put in a bottle, bag, box or tin, why then not a charming and memorable one, that enhances the customer's experience of your brand. Whether as a hedge against downturns in the economy, local or global competition, producing lusted after packaging can be the best business decision you'll ever make.[3] Thank you very much to the following blogs for your assistance in putting my ideas together: http://www.flexpackmag.com/Articles/Branding_and_Marketing/BNP_GUID_9-5-2006_A_10000000000000258441 http://www.22michaels.com/2011/10/marketing-through-your-packaging.html References: [1] http://www.ehow.com/facts_5110520_benefits-packaging.html [2] http://www.flexpackmag.com/Articles/Branding_and_Marketing/BNP_GUID_9-5-2006_A_10000000000000258441 [3] http://www.bizcommunity.com/Article/196/13/2551.html I have read and heard so much on the ‘war’ on cigarette packaging over the last few years; first in New Zealand and now in Australia, so I thought I would write a brief blog to outline some of the cases for and against plain packaging for cigarettes from the various players, for the sole purpose of educating you on the importance of packaging for your business.
As you will see in the arguments outlined below, both sides believe that packaging is the life or death of a brand, and that’s why they are fighting tooth and nail over the plain packaging proposal. “The packaging of tobacco is a major part of its advertising ….that's why ASH and many other organisations support mandated plain standardised packaging of tobacco products - and why the industry is fighting it.”[1] “There are strong grounds for believing that current packaging glamourises smoking and that tobacco products packaged in a standardised colour, typeface and form would improve the effectiveness of health warnings, reduce misconceptions about relative harmfulness of various brands and reduce the overall appeal of smoking….The intensity of opposition to plain packaging legislation by tobacco companies suggests that tobacco industry executives believe that such measures will reduce sales and company profits.” [2] The case for plain packaging 1. Plain packaging will help make smoking history: ASH Australia director Prof Simon Chapman has told UK health leaders plain packs will help "make smoking history" Stripping cigarette packs of their colourful exteriors and forcing them to be sold in plain packaging could prove fatal for the global tobacco industry. The Tobacco Journal International, the self-styled leading international trade publication for executives in the world of tobacco’s front covers in 2008 said simply: "Plain packaging can kill your business." Chapman explains "We're not expecting plain packaging to have much impact on existing smokers. It's a policy about the next generation of kids who are coming through, so we would expect to slowly starve the industry of new customers by de-normalising and de-glamorising their products." Bind taste tests show that consumers detect little difference between most brands of cigarettes, the successful marketing of some brands as cool, or macho, or feminine, or "lite" has helped sustain a hierarchy in which premium brands sell for a lot more than budget lines, despite costing much the same to produce. In an era of widespread bans on tobacco advertising, seductive packaging remains the last place where what Chapman calls "semiotic signalling" is maintained. Replace those colourful packets with nothing but a plain colour, the manufacturer's name and a massive health warning, and many people will stop buying the premium brands, he argues.[3] “Adults and adolescents perceive cigarettes in plain packs to be less appealing, less palatable, less satisfying and of lower quality compared to cigarettes in current packaging. Plain packaging would also affect young people’s perceptions about the characteristics and status of the people who smoke particular brands.”[4] Quit Executive Director Fiona Sharkie says plain packaging is an effective way to deter potential smokers. "We have research that shows the more that we remove design elements from cigarette packs the less appealing they are to teenagers." Ms Sharkie says it is a necessary move."It's a product that we shouldn't have any glamour or fashionability or aspiration associated with," she said. "It's a deadly product and we need to do every thing we can to remove anything attractive about it."[5] Cigarette companies are panicking over plans to enforce plain packaging because the move will harm sales. Former tobacco Marketing Executive Craig Seitam says "They're going to lose all of their brand identity…But more important, I think that the packet that they like to sit down on pub and restaurant tables and on their desks are now going to be less seductive and attractive to potential new smokers."[6] 2. It would reduce misconceptions about ‘healthier’ cigarettes: Unregulated package colouring and imagery contribute to consumers’ misperceptions that certain brands are safer than others. Removing colours from cigarette packs and misleading terms such as ‘smooth’, ‘gold’ and ‘silver’ would reduce false beliefs about the harmfulness of cigarettes. [7] The case against plain packaging 1. It will fuel a cigarette black market: Selling via an unregulated black market could mean people will get their hands on more harmful cigarettes. Australia's big tobacco companies have made new claims about an increase in illicit tobacco trade in the run-up to plain packaging laws coming into force. [8] 2. The government would lose out on billions of dollars in tax revenue: A report by Deloitte commissioned by BAT, Philip Morris and Imperial claims counterfeit and contraband tobacco, fuelled by the packaging reform, has tripled in the past year, costing a billion dollars in lost tax revenues. [9] 3. A government enforcing plain packaging violates global intellectual property laws: Honduras has complained to the World Trade Organization, claiming that Australia's plain pack laws violate global intellectual property rules. [10] Conclusion: In conclusion, tobacco companies do not want to be forced to package their cigarettes in a plain boxes because packaging is vital to a company’s advertising strategy, brand image, consumers perceptions, attractiveness to the younger generation, and most importantly, sales and profits. Packaging quote “Plain packaging can kill your business." [11] References: [1]http://www.ashaust.org.au/lv3/action_plainpack.htm [2] http://www.cancer.org.au/File/PolicyPublications/Position_statements/TCUCCVBkgrndResrchPlainPak190511ReEnd_FINAL2.pdf [3]http://www.guardian.co.uk/society/2012/jan/24/simon-chapman-plain-cigarette-packaging-activist?fb=optOut [4] (Section 5.2.3) http://www.cancer.org.au/File/PolicyPublications/Position_statements/TCUCCVBkgrndResrchPlainPak190511ReEnd_FINAL2.pdf [5] http://www.abc.net.au/news/2011-05-29/poll-finds-majority-back-plain-cigarette-packaging/2735530 [6]http://www.abc.net.au/news/2011-05-29/poll-finds-majority-back-plain-cigarette-packaging/2735530 [7] (Section 5.2.2) http://www.cancer.org.au/File/PolicyPublications/Position_statements/TCUCCVBkgrndResrchPlainPak190511ReEnd_FINAL2.pdf [8]http://www.news.com.au/business/cigarette-smugglers-beat-plain-packaging-laws/story-e6frfm1i-1226345382857 [9] . http://www.news.com.au/business/cigarette-smugglers-beat-plain-packaging-laws/story-e6frfm1i-1226345382857 [10]http://www.bloomberg.com/news/2012-04-04/honduras-complains-at-wto-over-australia-tobacco-logo-ban.html [11http://www.guardian.co.uk/society/2012/jan/24/simon-chapman-plain-cigarette-packaging-activist?fb=optOut Welcome to my monthly blog – where I will be sharing my thoughts and ideas, as well as hopefully educating you about my favourite topic – marketing!
As this is my first blog I thought I would introduce the basics of branding. As many of my customers are small businesses, it is vital that when they come to me for their packaging needs that they have a thorough understanding of their brand before they invest in designing and purchasing their packaging. Branding – a (very) brief overview: The American Marketing Association defines a brand as a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers." [1] A brand can take many forms, including a name, sign, symbol, colour combination or slogan.[2] The word brand has continued to evolve to encompass identity—it affects the personality of a product, company or service. It is defined by a perception, good or bad, that your customers or prospects have about you.[3] 10 basics of branding: Before creating your brand it’s always a good idea to look at what other brands on your ‘level’ are doing. For example if you are a luxury product or service, you should start looking at the logos, slogans, images and colours other luxury brands are using. You will start to see a pattern of the fonts, language and colours used for example. Use a mood board if necessary. If on the other hand, your brand is targeted towards the discount/value market, you should look at what other successful discount brands are doing in their marketing efforts. The last thing you want to do, is to look expensive by creating a logo or branding that evokes luxury when you’re trying to attract bargain hunters! When developing and maintaining a brand you need to consider: 1. Your Personality: your product / service’s personality that you want to portray to your audience (target market): if your product or service was a person, what personality would they have? Would they be young, fun and outrageous? Would they be smart, confident, or sophisticated and mature? If you are a family Lawyer for example, you would probably want your brand personality to be smart, mature and noble. 2. Your logo needs to invoke a particular feeling / idea to your target audience. As already discussed above, if you are a luxury product / service, you would have a completely different logo as a discount product / service would have. Think about the Versace logo compared to the Paul’s Warehouse logo. These companies are going after different target markets, and have therefore invested time and effort into their logo to symbolise what their customer can expect. 3. Your slogan / tag line should be very short in length, concise, meaningful and in line with your brand image. Think about how you explain your business to potential customers in a brief way. Then try to shorten it into a small sentence or even a few words. Use this on your business cards, website and other marketing materials along with your logo. 4. Your images: the images you use in your marketing communications (website, brochures, letterheads etc) should reflect the image you want to portray to your audience. Look at the pictures that brands like Gucci have on their website, compared to Payless Shoes. Both have great photographs of their products, but Gucci will use background images to create a luxury feel, whereas Payless shoes will show the product on a plain, practical background. 5. Messaging: your key messages and brand attributes- think about what your product or service’s unique selling point is or what your key message is. 6. Everything you do in business is branding! From how you answer your phone or write emails, your email signature to your staff uniforms. Think about Jetstar and how they behave on a flight compared to Qantas. I’ve been on flights where Jetstar flight attendants make jokes over the intercom about each other, the weather or the latest sporting achievement or failure whilst the guests are boarding the plane. They are smiling and jovial as people enter, and wear bright uniforms. On the other hand, Qantas staff act formal and pleasant. Their uniforms are classic, demure colours. You wouldn’t expect to see them horsing around as people take their seats! 7. Consistency: use the same colours, font, logo placement position and look all the time. Unless you embark on a brand re-launch, at all times, you should have the same look and feel to your brand. If you have differing logos or colours it can confuse your customers. If you meet a potential client at a networking event, and give over your bright red business card, with gold italic lettering and logo, if they then search for you online, they will be confused and even turn away from your site, thinking they are on the wrong page, if they land on your logo is different and if website if it is blue, with silver Times New Roman font for example. 8. Ensure your brand speaks to (and attracts) your audience / target market. If you have developed a new environmentally friendly soap – you would be best to go with eco-friendly packaging in earth colours with images or words that would attract your target market. There’s no use having a bright pink plastic packaging with fluoro writing that might attract 13 year olds. (Unless that is your target market!). Remember research is vital – you need to carry out research with people from your target market to find out which images, words or colours attract them. 9. Advertise via the appropriate vehicles for your brand. Make sure you fully understand why you are advertising in certain magazines / newspapers / websites and if they fit your brand personality. Always think about what ROI you would expect. Make sure you research who the audience is of the people that consume the magazine, newspaper or website and ensure it matches your target market. 10. Location: where you sell your product / or carry out your service is vital to brand imaging. A luxury sleepwear brand would not distribute their pyjamas in any shop in any suburb. They would only sell in upmarket boutiques in upmarket areas. On the other hand, a t-shirt brand targeting gothic teenagers would also need to research and sell in handpicked boutiques or shops selling similar wares in areas that are frequented by teenagers. A packaging quote to finish off: “It's important to realize that packaging always either has a negative or positive influence on the purchaser. A negative impression can detour a potential customer, just as a positive reaction can influence a customer to buy. A time to pay special attention to your packaging is when you are in the launch of a "new" brand.”[4] Laura Lake In next month’s blog, I will discuss how to create great packaging. References: A special thanks to John Williams whose ideas have broadened my ideas and have made the bones for this blog: http://www.entrepreneur.com/article/77408 [1] American Marketing AssociationDictionary. Retrieved 2011-06-29. The Marketing Accountability Standards Board (MASB) endorses this definition as part of its ongoing Common Language: Marketing Activities and Metrics Project. [2] http://www.oxfordlanguagedictionaries.com.ezp1.lib.umn.edu/language_web/Language_web.html [3] http://chiefmarketer.com/disciplines/branding/brand_experience_03042007/ [4] http://marketing.about.com/cs/brandmktg/a/brandimage.htm |
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August 2021
AuthorClara Cassidy, Founder and Marketing Manager of Custom Printed Bags & Boxes, is a marketing professional with years of experience in branding, promotions and events. Categories
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