3 key words required to achieve packaging success on shelf
There are 3 key words every brand marketer must stamp indelibly into their brains if they want to achieve packaging success on shelf
The 3 key words brand marketers must brand indelibly into their brains are:
Achieving packaging success on shelf requires:
1 . Relevance:
To succeed on the overcrowded and oversold supermarket shelf space today your products and brand must be “relevant.”
What does relevant really mean? To be relevant according to the Cambridge online dictionary means: “being connected with what is happening or being discussed”
How connected to your target market are you really? Are you aware of the issues being discussed or what’s important to the group? Does your product and your brand reflect your connection or your understanding?
- When was the last time you checked to see if your brand still resonated with your target market?
- When was the last time you explored your brand’s essence to see if it still married up with today’s super competitive supermarket landscape?
- When was the last time you upgraded your product packaging?
To be credible means: that your target market must both believe and trust your brand, your product and the claims you make.
Whilst your believability and trust factor may have been high and in good stead with a previous generation of customers, does it still carry the same believability with the changing consumer?
So much has been written on the lack of brand loyalty these days that the same levers of credibility your brand once held may not be quite the drivers today.
At it’s most simplistic “Value” means: A judgment or appraisal about the worth or importance something might be as compared to the price paid or asked for it.
Marketing is often referred to as the process of communicating the value of a product or service to customers.
So when you consider your brand and products you are attempting to sell on the supermarket shelf does your target market perceive your value or are they waiting for you to go on sale… again. The fact is that today’s time poor and disloyal shopper doesn’t have the time nor in many cases the energy to evaluate the pro’s and con’s of the products in their shopping basket. Most therefore shop habitually and take shortcuts to make their shopping decisions
Successful product packaging clearly communicates it’s purpose:
- Does your packaging design communicate the value of your brand and what it stands for? Does it explain what it means for your target customer?
- Are you missing the opportunity to create a lasting impression on the retail shelf and more importantly in the minds of your customers?
The critical sentence every brand marketer must commit to memory if they want to achieve packaging success.
The sentence is: “There’s a result my target customers crave and that they believe can be attained. They believe my product can help them attain it better than anything else on the shelf”.
At Jam&Co we help our clients rediscover their brand essence to they can recapture customer loyalty through relevance, credibility and value.