Standing Out From The Crowd by:Steve Madsen
How does a small company or individual eBay seller who wants to get big one day do it
? The answer is easy - they work hard to stand out from an already crowded field to have their product, service and name recognized before the others.This can be acheived several ways:
First, is to simply have a better product than your competition does.
Next, is to do it better and faster than the other guy.
Yet another way to separate yourself from the crowd is to deliver your merchandise in a way that stands out and is remembered by the receiver.
An example of this might be who's box of widgets is more likely to be remembered first at re-order time, the one that arrives in a plain brown box with clear tape or the one that arrives in a white box sealed with red, blue, green or yellow tape? Obviously the white box will be remembered because it is different from the rest and provided the net cost to the customer is relatively close, chances are the better remembered package and company will come to mind first therefore getting the next order.
When it comes to gaining repeat customers, it's not always the best price that brings people back for more. You may charge a little more, but if your overall service is superior and you get name and/or product recognition, you will get quality customers coming back as oppossed to the ones only looking for the rock bottom price and who tend to complain the most as well.
If your selling over the web, the first "hands on" impression your customer gets is when the order is delivered. That's where the the first impression truly takes place. If the package arrives looking right, it extends an aire of quality, professionalism and attention to detail that leaves an indelible mental impression on the customer regardless how ordinary the product might be.
Once you have the customers attention when the package arrives, they can't help but open yours first to reveal its contents. The customer never expected such an eye catching package usually get fixated on it and just have to open it. In doing so not only is the packaging remembered, but so is your name. Chances are good that your name will come up in conversation as well and possibly generate more business.
Depending on your particular market, further lasting impressions can be made inside the package as well. Matching or contrasting color tissue paper can highlight the item as can packing peanuts. Instead of white, pink or green alone, you can mix pink and green together for a different look.
If your products are shipped in cardboard tubes such as posters, artwork, blueprints or fabric, a great impact can be made with colored tubes instead of plain kraft for little extra expense.
It goes without saying that no matter how colorful and impressive your packaging may be, it means nothing it is not packaged properly to arrive in one piece.
No matter who the carrier is, UPS, FexEx, USPS, etc., you can be sure that your packages will ride a myriad of conveyor belts, get tossed around some and will fall down at least one mail chute along the way. You can also rest assured that in all likelyhood, the "Handle With Care" label won't make a bit of difference to a package sorter if it is even noticed at all.
With said, you need to pay attention to what is in the inside of the package as well as the outside. Be sure to package things with the above paragraph in mind. Bubble Wrap, loose fill peanuts, tissue paper, foam, and the other various types of inner protection that are available make it easy to do a good job and get the customers order delivered in one piece.
A stand out splash of color will get you and your product remembered and proper packaging will get it there safely so everyone is happy at the end of the day.
About the author
Steve Madsen is the owner of Pac-n-Seal.com (www.pacnseal.com), a Suffolk, Virginia based packing and shipping supply company that ships throughout the US and Canada. He has written numerous articles to help business owners with their packaging operations and participates on several internet forums answering questions and offering advice.
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