Packaging, one of the most important yet undervalued aspects of product marketing, is an important strategy that many companies are utilizing well – and others, not so much. Learn about the benefits you can gain from making packaging an important part of your marketing strategy.

Benefit #1: It’s the first physical way you can stand out

While your social marketing and website (both mobile and desktop enabled) may seem like your main way to stand out to customers, once they’ve made their first purchase you have to figure out a way to keep them. Repeat customers are an important aspect of businesses and a study from Dotcom Distribution found that premium packaging from an online store actually made customers 52% more likely to come back for a repeat purchase.

That’s an astronomical number. Before a customer even opens the box their product came in, before they even try on or try out their new item, they are making decisions about the company based on physical appeal. Packaging sells, pure and simple.

Benefit #2: A well-thought-out packaging helps increase your social presence

Whether it be through unboxing videos (a hugely popular YouTube trend) or social sharing on Instagram and other accounts, packaging is being shared.

In terms of unboxing videos, many new limited edition or highly anticipated products are being shared on YouTube as first impression videos – targeting new and prospective users to see how items are packaged and shipped at launch. One example would be the bellabeat LEAF, an item that was on pre-order for several months and experienced some shipping delays, so vloggers who got the product early shared unboxing videos for those that had yet to receive their fitness tracker.

Another, more purposeful, example of a free promotion garnered through packaging would be the #ShareACoke campaign where by simply adding common names to limited edition bottles, Coca-Cola encouraged customers to snap pictures of coke bottles at social events to share with friends and family on Instagram. It promoted togetherness and turned into a very effective marketing strategy.

Benefit #3: Packaging makes your company memorable

Having unique packaging, in terms of both the box used for shipment and the packaging of the item itself, creates a memory for customers. Everyone can recall the joy opening a really special gift for the first time. If you don’t have effective and attractive packaging that speaks to the branding of your company, you are missing out on the opportunity to become one of the memories people carry with them always.

So, it’s time that you take another look at your marketing strategy. Do you have a packaging that meets these three benefits?

If not, contact Barry Packaging for both stock packaging and custom printed packaging.