Focus on Packaging to Make it Premium

Just saw this great article that echoes what I tell clients about packaging their promotion.

A consumer’s perception of a promotional product can have everything to do with the packaging. A T-shirt rolled and wrapped with a ribbon as a thank you will be more well received than one passed out at an office gathering.

Jay Deutsch, CEO and co-founder of BDA offers some tips on packaging to make sure what’s inside will be fully appreciated.

1. Don’t be afraid to get creative! Packaging a premium is literally the perfect opportunity to “think outside of the box.” For a FedEx promotion, BDA worked with Build-A-Bear to create a small replica of Danny Hamlin’s fire suit (this was more of an accessory than a package). It was fun, whimsical, and for this particular audience, it was right on message.

2. Don’t dress down. Putting a high-end premium in a cheap, no-frills package can defeat the whole purpose of a given campaign. Think about the context of the promotional item and make the effort to coordinate the package with the item. Apple recognizes just how important this is to creating a compelling consumer experience — every product they sell is meticulously packaged in a way that matches the perceived value of their brand.

3. Be careful to stay on-brand. Creating a brand experience starts with a consumer’s perception. And that perception starts from the moment a consumer first makes contact with a brand. Thus, it’s critical that a company apply the same brand standards to the packaging that contains an item as it does to the product itself. Nike is a great example of a consumer brand that truly gets this and always seems to go the extra mile to ensure all of its packaging reflects its brand standards.

"A plain white box doesn’t create anticipation or immediate engagement,” Deutsch said. “But a custom box that is fully integrated with the premium inside, that’s a different story. We strongly encourage our customers to think creatively about their packaging choices and not let it be an afterthought."