The term creative packaging encompasses shopping bags and totes, gift card holders and envelopes, custom printed cartons and tubes, pocket folders of every possible style and format, expandable files, sports bags, travel tumblers and mugs, etc… The list can be endless, but creative packaging will separate you from the pack and will ensure a longer lasting impression with your client or prospect. And, when done with flair and originality, customized packaging can actually enjoy a longer shelf life than the actual contents.
Years ago I attended a Public Relations Society of America function where the agenda, handouts, sponsor materials and feedback survey were packaged in a tube mimicking an oversized Campbell’s Tomato Soup Can. The event was enjoyable, the sponsors got plenty of visibility, and the program was a success. But, that soup can stayed around for about a decade. What better visibility and mileage could a sponsor ever hope for?
So, if creative packaging can multiply the rewards of marketing to this extent why is it so seldom done? Most companies and their marketing staff just plain run out of time or don’t think about this as a way to get more mileage out of their marketing budget. Creative packaging need not be expensive! It can be as simple as a digitally printed wrapper or color label. It can also be an item that one already has in a campaign budget, but just did not visualize it as how it serve a double purpose to be both gift and presentation vehicle.
The time to address this concept is at the very outset of a campaign or marketing effort. It is at that point that one can best allocate funds and determine the best value for that marketing dollar. So, the next time we are creating a campaign, let’s ask ourselves these questions…
- What delivery method will be most effective for the campaign?
- Is it feasible to package the promotion inside a reusable item that will live long after the event or the contents?
- If the promotion is being sent via mail or transit will the final customer see the packaging?
- What type of packaging will surprise or delight the intended recipient?
- How can we unite every marketing piece within a campaign to its main theme or purpose?
Are you ready to step ahead of your competition, and really leave an impression with your next campaign? If so, call TheMarketPro today to discuss your next marketing effort. We will brainstorm with you to create the most unique and effective collateral materials and packaging imaginable. Our staff members are experienced with all types of imprint options from offset printing, screen printing, pad printing, embossing, foil stamping, variable data imaging, embroidery to the newest forms of medallions, sequins and special effect decoration.