Good Things Come In Impressive Packages

Good Things Come In Impressive Packages

Among the scores of calcium supplements available in the market, the only one we all remember is Calcium Sandoz. When all others are forgotten, how does one brand stand out in the minds of its consumers, and create instant brand recall?

Let’s face it: making a lasting impression isn’t an easy job in a market that’s evolving at the speed of light. You need to be conscious that while you’re striving to keep your product up-to-date with the latest technologies, everyone else is too! So how can you stay one step ahead of your competitors? One quick trick to grab your customer’s attention is to present your product in a smarter and more interesting package.

Here’s how packaging can make or break your product:

Love at first sight
Yes, we agree that a product’s performance is undoubtedly its most important aspect. But it pays to be the smart seller whose packaging is a cut above the rest — differentiating it from all others sitting on the same store shelf. This applies equally to those selling old wine in a new bottle. Let’s talk about Park Avenue’s Beer Shampoo for a minute.

Almost every beer-lover (and even teetotaler) has noticed, and reached for this product at some point, because it stands apart in a sea of generic-looking shampoos. Needless to say that the beer bottle packaging worked wonders for the brand, creating a sensation that’ll be spoken about for a long time!

Target group above all
Taking the correct route to appeal to your target audience is key to selling your product successfully.  Doing this has helped a lot of brands achieve astounding sales and make a long-lasting impact, even if their products were more expensive than their competitors’. For instance, remember Kinder Joy and the way we used to drool over it as kids? Well, that was chocolate maker Ferrero playing it smart. They knew that the egg-shaped, colorful package would appeal to their primary target audience — children. The moral of the story: understand your target group and more importantly what appeals to them.

Emotion trumps reason
When targeting one particular section of customers, you can choose to focus on sensitive messaging that addresses lingering concerns. This way, you are ensured top-of-mind recall. For instance, if you were to name baby shampoos, can you name five brands apart from Johnson & Johnson’s? Difficult, isn’t it? That’s because J&J is unlike any other brand — highlighting their tagline ‘No more tears’ through their packaging. This instantly conveys the essence of the brand and the product even to first-time users. Needless to say that the bottle also draws the attention of parents, immediately arousing their protective instincts. That’s why J&J appears at the top of most parents’ shopping lists!

Now that you have a fair idea of how to connect with your customers through product packaging, it’s important to take care of a couple of other things as well. Stay tuned for more insights on packaging and its role in building your product’s path to success.


Take Your Brand Places with Memorable Packaging


By now, you have a fair idea of why smart packaging is essential  for the success of your brand. While packaging is one of the key product differentiators, there’s more to the story!

Smart Highlights

Today’s busy generation hardly has any time to stop and read the label on a product. If you need to ensure your product doesn’t get lost on the shelves, it’s absolutely necessary to communicate your product’s USP through its packaging. Take Britannia’s Digestive Biscuit, for instance. While the name conveys one of its key USPs, the packaging has the words ‘Sugar-free’ highlighted right upfront. There’s no way this value prop can go unnoticed — especially when everyone (from youngsters to diabetic patients) is trying to avoid extra calories.

Stable Identity

Expectation is synonymous with responsibility. When a customer has grown up seeing your product in a particular container, color, and shape, rebranding can be a double-edged sword. The only trick here is to ease into the change very subtly yet steadily. For instance, if you are changing the messaging on your product at a particular point in time, maintaining coherence in color, shape, logo, and communication style is necessary to reassure your customers. After all, that’s the lesson we learnt from Tropicana’s terrible tale of 20% sales drop, after they drastically revamped their packaging.

Online Presentability

From groceries to vehicles — a majority of the urban population relies solely on online shopping for all their needs. That’s why every marketer needs to keep the digital generation in mind. It’s important to remember that touch or smell are things that cannot be gauged online. That is precisely why you need to add that ‘extra something’ when selling your product online. Maybelline, for example, packs their nail polish sets in small tote pouches when you buy them off an e-commerce website. These classy, mono-colored pouches, featuring the brand’s logo prominently, are not too high an investment for the brand but still manage to make a huge impact. After all, it’s these little details that let your customer know you care and make them more likely to value your brand.

Why risk getting lost in the crowd when adhering to these simple tactics will help you build a stronger consumer-brand relationship? And why not take packaging seriously when it can be an integral part of your marketing plan as well as advertising communications — especially when it is a low-risk, high-reward scenario! After all, by now we all have learnt that we can sell the same product much better with a whole-new packaging!


Digital Marketing

Snapchat Demystified for Marketers


Unless you’ve been living under a rock, you would have used or at least heard of Snapchat – the social media app that lets you share messages, videos, or funny photos. Whether you’re an individual user or a brand, if you’re planning to get on Snapchat, now’s the best time to do it!

But before you do, there are a few basic ways this technology differs from anything you may have used before.

Let’s dive in:

Decoding The Lingo

Remember the hashtag, RT, and 140 from Twitter? Didn’t we all take our sweet time and several tutorials to understand how these things work? Similarly, the Snapchat universe has its own set of codes. Allow us to break them down for you:

  • Snap: A snap is a picture or video that you can click and send to your friends. However, the USP of Snapchat lies in its disappearing act – a snap vanishes after a maximum of 10 seconds once viewed.
  • Story: A series of photos or videos make up a Story. This allows you to showcase a sequence of events to your friends list.
  • Filter: Filters are overlays that can jazz up your photos. These can change basis the time of the day, your location, or a special event.
  • Lenses: Lenses help you make those funny faces (think: the bunny rabbit or the angel-styled halo of flowers). They allow you to add animated effects while taking photos.
  • Geofilters: These are fun, pre-designed overlays used to display your current location.
  • Snapcode: A seemingly random collection of black dots makes up your QR code, which enables discoverability. This is what appears when someone clicks on your profile image.
  • Snapchat Score: Your Snapchat Score is a special equation based on the number of snaps sent and received, Stories you’ve posted, and other activity.
  • Memories: A new feature that automatically backs up your snaps and arranges them in categories. Use this searchable archive to keep Memories private or share them with your network.

Let The Action Begin

  • Create Snaps: This is where the fun begins. Tapping the circle at the bottom takes a photo and by holding it, you can take a video. The icons on the interface let you add a funky filter, text, or a sticker. You can then doodle on your images, download them to your gallery, set time, and send to a friend. Remember, your friends can take a screenshot of your snap. The moment they do it, you get notified.
  • Create Stories: Add the snaps you have created to make up a Story. Unlike Snaps, Stories have a time frame of 24 hours, during which they can be repeatedly viewed.
  • Chat: As the name suggests, Snapchat is a messaging app at its heart. However, upon exiting a chat, the app immediately clears your messages.

Snapchat for Business: 5 Hacks To Build Your Brand On The Network

A relatively young, shy kid on the block, Snapchat is a growing network that promises to provide brands new opportunities to broadcast their stories. Many brands have mastered other social media platforms such as Facebook, Twitter and Instagram, but are still finding their feet on Snapchat. Here are a few ways your company can mark its presence on the network that has 150 million daily active users!

  1. Be Personal: It’s important not to seem like you’re advertising your wares on Snapchat, so we’d recommend not posting banner ad-like updates. Tailor your snaps to appear personal and spontaneous.
  2. Measure As You Go Along: The most basic stats that you can get from Snapchat are the number of views and screenshots. Other performance indicators include views for every frame and drop-offs at every Snap. Choose any parameter to judge your brand’s performance.
  3. Be Creative: Snapchat is a great network to show off the culture of your brand through creative ideas. Showcase your brand essence by posting behind-the-scenes videos, team events, or special occasions at the office.
  4. Mix It Up For Variety: The filters, lenses, doodling, and text features are out there for a reason. Don’t restrict your Snaps to just photos. Show variety by including short videos, pictures with emojis, doodles and so on.
  5. Build A Community: The best way to succeed on Snapchat is by creating a community around your brand. Grow your audience and turn them into brand loyalists by creating great content. Here’s how:
    1. Create weekly calendars and themes: #blowawaymondayblues etc.
    2. Get influencers on board: Are you a sports brand? How about making a story with a local athlete?
    3. Be heard: Make stories or snaps that portray your opinions about current affairs.

Snapchat, if used correctly, can prove to be a very powerful tool in your social media strategy. With these tips and tricks, all you need is a few days of fiddling around with the app, and you’re on your way to creating a splash among your followers!