General / January 5, 2017
Strong product packaging may give your brand a visual edge and draw consumers in-store, but there’s so much more flexible packaging can do to help drive your brand story in the digital realm as well.
With the rapid growth of social media and other interactive advancements in technology, consumers are now able to engage with the brands they love through more outlets than ever. From sharing “unboxing” videos on YouTube to posting pictures on Facebook and Instagram, consumers today are in a position to market their favorite products to sizable audiences all on their own.
That’s why it’s so important for brands to not only use custom pouch packaging to stand out on the shelves, but also to tell a brand story that connects people in positive and creative ways. By merging online marketing with product packaging, brands can join the social conversation, reach more people and experience more touch points with their target audience.
Let’s take a closer look at how your digital marketing strategy and packaging design can work together to grow your brand online.
For many brands, the relationship they create with consumers is both the most challenging and most important aspect of their marketing strategy. According to Facebook, there are over 1 billion people using the platform regularly, and over 100 million people using Instagram each month. With numbers like that, it’s no wonder so many brands have active social media profiles and engage with consumers on a daily basis.
But having an active social media profile can mean many things. How your brand uses its voice and tells stories through social media will ultimately play a major role in how consumers perceive your product. Without a doubt, your marketing team has a pretty clear idea of what makes your product special. The trick is to take that idea and leverage it with your packaging design in a way that’s more interactive for shoppers and consumers.
One of the most genius examples of this in recent memory is Coca-Cola’s #ShareACoke campaign.
By replacing the Coke logo with actual names, the brand is able to connect with consumers on a more personal level. Plus, the campaign inspires people to share their experience with the product in creative ways across various social media channels.
This strategy allows Coke to be part of the social conversation while simultaneously letting their customers have all the glory – not to mention, offering them chances to win cool prizes in conjunction with Spotify and select music events.
Of course, Coca-Cola is a major national brand with one of the most recognizable products in the world, but smaller businesses can benefit from using interactive packaging strategies like this, too.
From online sweepstakes to engaging hashtag campaigns, combining online marketing tactics with your product packaging will elevate word of mouth promotion, increase social proof and provide consumers with a more personalized shopping experience.
So you’ve come up with the perfect packaging design – the labeling, colors, text font and product copy all give your product a distinct look that stands out on the shelf. But is that enough? No matter how big or small your budget is, we encourage brands of all sizes to aim high and get the most out of their packaging design.
Contact us today to learn more about how our flexible packaging solutions can coincide with your digital marketing strategy.
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