For consumer products, packaging is everything. It’s been proven time and time again that packaging is responsible for the majority of purchasing decisions at the shelf face in spite of other promotions and/or purchasing influences. While quality oriented and truly impactful design is not developed cheaply, it can no longer be avoided. Design is no longer the domain of top-shelf products. It has become “commoditized” and is utilized even at the lowest price points. With so many competitive offerings exploiting the power of design, it would be foolish to even consider under-funding or sidestepping the issue.
“If you build it, they will come.” This is a wonderful sentiment that worked well in the movies. Unfortunately, there are no sustainable brands that, in reality, simply “sell themselves.” While advertising is good, it tends to be expensive, has lost some of its credibility and is not as influential as it used to be. Getting third-party recommendations and having someone else speak well of your product is far better. Public relations and blogs, which are far less expensive, do just that. They inspire recommendations, reinforce word of mouth and compel trial as a result of implied “trust.”
Since websites have no geographic boundaries, they are also very effective marketing tools that support growth. It’s been determined that a majority of buyers use the internet for brand or product research and rely on that information to validate and confirm buying decisions. Simply having a website with product and company information is a good start. Let’s not forget that, even on the internet, competition is fierce. You’ll need to put a little extra effort into your overall presentation and create a user experience that proves undeniable credibility, inspires trust and compels trial.
As with packaging, an investment in impactful design within the interactive arena is still required. Once you attract visitors, you’ll want the entire experience to be enjoyable, productive and, most importantly, rewarding. Accordingly, you’ll want to find someone to help you deliver a seamless experience. The last thing you want is for someone to visit your site but have it fail to download or operate as you intend.
There are certainly other tactics you can employ to help grow your business. At the very least, packaging, websites and some degree of public relations should be part of your organization’s marketing foundation. When you take the time to understand and invest in these activities, success (satisfying your business agenda) will be just around the corner.