October 13, 2020 Vanessa Niragira
As you may already know your packaging says a lot about your brand, it shows your tone as well as your frequently used colors. So just imagine what personalized packaging would say about your brand and to your consumers. It’s personal, fun, and shows that little extra thought that goes into your work.
To answer this question let’s use numbers, shall we?
Of course the share a coke campaign was extremely successful, but there were so many layers as to why it did so well. There were the consumers who were already heavy users of the product who found joy in being able to find their name but still bought a coke regardless. Then there were the ones who didn’t drink the beverage but still found joy in finding their or their loved ones’ name(s).
Another example is the brand Care/of (takecareof.com), which curates vitamin recommendations based on the information you provide them about you. What’s interesting about them is that everything is tailored to you right down to the packaging, your order comes with your name on the bag(s)/container(s) every time. To say they owe their success to personalized packaging would be a lie, however, it plays a big part.
Personalized packaging is just the start, the reason brands like this grow quickly is because of a whole personalized experience. It’s no secret that people like to feel special, but it’s more than that – it’s recognizing each individual customer as just that – individuals. Which all really boils down to whether or not you know your audience and understand their needs from your brand.
There are other ways of personalizing things to your customers, for example, direct mail (yes it’s still a thing) and emails! As mentioned in 3 Rules of Marketing You Need To Know and Are You Emailing Too Much? there are different ways of approaching this, and it’s dependent on the type of consumer they are.
It all starts by getting to know your consumers individually and from there placing them in a segmented group. Depending on what you offer you can categorize these people by any demographic/psychographic you want, but the most useful would be by how frequently they shop with you or how recent it was (or both). From there as long as you know their names and their emails you’ll be able to send that person an email that would apply to them. It’s also a good idea to have an idea of how close they live to their nearest store, it wouldn’t make sense to email someone who lives 2 hours away about a “flash sale happening in-store today only” would it?
Want to learn more to help strengthen your brand? Check out Is a Private Instagram Right For Your Brand? and Building a Social Strategy That Will Reflect In Your ROI for more!
Vanessa Niragira, Oakville, Ontario, October 2020