Your Packaging Copy can Compensate for Brand Weaknesses
Coca Cola may not need a tagline or flashy headings to get consumers to buy their products.
They’ve spent hundreds of millions of dollars on brand promotion on TV, billboards, transit ads, and their delivery truck panel ads. Their logo is about all they need to create purchases of their beverage or branded merchandise. That’s not the same situation as your brand.
For those other brands which need to try harder, a great tagline or at least a catchy slogan on the POP display packaging can pay off as well as an expensive TV or billboard ad campaign. Why? Because POP promotion is immediate at the Point of Purchase. A TV ad or billboard ad is far removed from the scene of the purchase. In promotion, the last promotional message can be the one that gets the sale. Recent POP research bears that out.
Closer to the Point of Sale
The great thing about the best POP packaging is its presence instore where people are making buying decisions. The closer your advertising is to the consumer when they’re making their decisions, the more likely you’ll generate that sale. Therefore, propping up your brand messaging with some extra copy gives it just the boost it needs to win at POP.
So let’s say your brand isn’t so popular and your products aren’t flying off the shelves, and you’ve decided to do some POP marketing to improve sales. Before you go off and put in an order for thousands of display units, it might be wise to think hard about how your brand is failing. Brand managers are no different from anyone else when it comes to acknowledging problems. None of us like to look too deeply when things aren’t going well, because our “pain” is bad enough.
You need to think about your brand’s actual weaknesses and not necessarily the conceptual differences of your brand against your competition. POP is about your brand on the shelf. There’s not much you can do about your product logo, colours, and primary packaging. But you need to examine your products as a shopper would. Maybe they have preconceived notions about your value proposition. You need to change that or they’ll just drop one of your competitor’s products in their shopping basket.
If your unique value proposition is the problem, then your POP packaging might have to do something about that too. Take a look at what products are hot sellers and note all their product’s characteristics as well as that of their POP displays. What is their POS advertising emphasizing? How are they compensating for their product’s weaknesses? Can you trump their value offer? How devastating would that be to their sales?
Where’s your Product’s Primary Packaging Weakness?
Yes, consumers are likely familiar with all the products, but they still look at your primary packaging when considering it. A lot of times we think we’re going to buy the top brand product like an OralB toothbrush for instance, but we end up buying another. The more competitive it is, the more your subtle product weaknesses start to loom large. It might just be the competitor had nicer looking blister packaging and a timely slogan on the backing card.
Is the imagery on your primary packaging too passive? If it doesn’t grab the eyes, then it probably will be less effective at selling. Your POP displays such as a floor display or countertop display can compensate with more bold imagery and colours and even visual textures to appeal to the shopper’s senses. Then a new tagline might seal the deal for an immediate sale.
Do you really know your customer’s profile or persona? Great, then what are their dreams? Many POP campaigns use pictures of tropical paradises as part of a vacation promotion. It’s a common dream of most shoppers to get away to paradise, particularly in the winter. Advertisers are realizing that consumers “pain” is broader in scope than getting clean skin, more hair lustre, or more nutrition. Those other unrealized, unrequited desires might trump any advantages your competitor’s products have over yours.
If you have a brand of soap or detergent that doesn’t smell so good, perhaps you can mitigate that negative by using pictures of exotic flowers to put a spin on that odor problem. Or, you might spin it with “medicinal germ fighting” benefits to help consumers make sense of a strong smell. Once the shopper can rationalize their purchase, they have less difficulty with it.
Sometimes when you get too close to a product and a brand, you forget that consumers are looking for solutions, not products. And their pain is multifaceted. The solution is whatever you present. In fact, many people buy the same product over and over again, even though it didn’t really solve their need. The solution they bought was an imaginary one created by marketers to get the sale. I’m only pointing that out to demonstrate the power that POP has to stimulate sales and change consumer perceptions while they’re in the store.
In reality, we want brand boosting imagery and copy that builds long term brand equity while stimulating sales.
Instore decision making is on the rise so you’ll need well integrated POP strategy to keep ahead of competitors. Win more of the retail wars and you’ll get better shelf and floor space. Retailers want products that sell.
Is your product a victim of stockouts? Product stockouts occur about 8% of the time, but over an extended period, that can generate a lot of consumer resentment and brand damage. How do stockouts affect the growing number of m-shoppers or and showroomers? Are you ready for the digital era with a multi-channel marketing strategy?
POP packaging can fine tune your brand positioning and overcome those issues that stop shoppers from buying your products. Discuss your POP packaging issues with Ravenshoe Packaging’s team of experts. Get a unique perspective on your situation and a solution that works.