Spend more on packaging - less on advertising

Sarit Reouveni, marketing manager of Samsung South Africa was recently quoted as saying that "consumers expect and pay for ... brands that deliver memorable experiences... in an era where quality is no longer enough."

What this equates to, is that modern consumers buy products with lifestyle enhancing properties over and above those with merely functional attributes. It seems the rallying cry of consumerism in America in the 1950's "Good design is good business" is now more true than ever, we may have just been a little slow in realising it. Because the customer often cannot experience the benefits of a product directly, the function of the packaging should be to communicate its intrinsic properties and benefits to the consumer in an engaging, charming or arresting manner. It's a bit like choosing an outfit for an important date, first impressions count!

A beautiful and well thought out, fresh or novel packaging strategy can make all the difference in providing a unique platform for your product, says Levin. Engaging the consumer with packaging that distinguishes itself from its competitors and provides the memorable experience sought by shoppers, is successfully fulfilling its primary objective - to be noticed - and secondary objectives - to communicate, inform and stimulate desire. This process alleviates the need for further expensive advertising or promotional expenses as the packaging sells itself.

Vital to the health of your bottom line is the customer's decision to buy your product over another, so it is important to go with a packaging solution that succeeds in making the customer feel special or rewarded in some way or that enhances their sense of self worth or lifestyle.

Conceptually strong packaging provides a unique equity for a brand. It adds integral value to its product category by creating a special in-store (and later at home) experience that entertains, delights and captivates the mind of the consumer. The philosophy that we have pioneered at %FF THE SHELF is the fusion of pack design and above the line advertising into one discipline! This is a cost effective way of establishing brand equity, encouraging brand loyalty and free word of mouth promotion. When implemented with the proper vision, the techniques mentioned above are sure-fire ways of creating globally desirable brands with distinctive and memorable personalities.