Three types of customers hardware Brand Managers target with their packaging design
There are three types of customers hardware Brand Managers target with their packaging design. Each of these target markets require a different design strategy. because you dont have a budget to create three seperate packaging designs, your pack needs to do the heavy lifting for all three types of customers.
The first type of hardware customers are called the “Oblivious.”
These are the “Oblivious” ones who don’t even realise that they have a problem and very often they haven’t any clue as to what the problem is. This target is akin to casting pearls before swine.They aren’t even looking for you. An example of this would be if you are a busy single male, living in a 1 bedroom apartment with only a small balcony, why would you even consider looking at lawnmowers.
To design packaging with a goal of attracting the “Oblivious”customers and converting them into “Afflicted” ones, means using disruptive packaging design to catch their eye, encourage their interest, inform them and get these customers to think about their problems. This way they may naturally be inclined to engage with the product and convert themselves into “Afflicted” buyers.
The second type of hardware customers are called the “Afflicted.”
The “Afflicted” customer typically has a good idea of what their problem is and whilst they are outwardly searching for answers, they aren’t exactly sure how to go about solving their issue.
With the Afflicted customer, your goal with regards your pack design is to convert the “Afflicted” customer into an “Informed” customer. The packaging design needs to do the heavy lifting to inform the customer about your product thus moving the customer from being “Afflicted” with a problem to becoming “Informed” about their problem. Thus your pack will be reliant on call-out’s features and benefits. Now they are ready to accurately compare your product solution against that of your competitor on the shelf. We want to convince “Afflicted” customers that they can be helped our product is the best solution for their problem.
An example of this would be, our busy single male, living in a 1 bedroom apartment with only a small balcony who is now moving into a town-house with his partner and the town-house has a small grassed back yard. Now he’s interested in lawn mowers.
The third type of hardware customer is called the “Informed”
Then there is the third group that we call the “Informed.” The “Informed” know exactly what they want because they know what their problem is and they have an idea of the solution. In many cases they have already done their research and discovered the best options to solve their particular issue.These are great customers and they are easy to sell to. For them often the question comes down to , branding, features and price.
The packages designed for the Informed customer are similar in nature the design for the Afflicted customer. The product pack focus on key call-out’s features and benefits. The product packaging design needs to pull the Informed customer over the line and into the shopping cart, convincing them that your product, your brand, your value proposition is the best solution for their problem.