subject: Why Specialty Packaging Works For Businesses [print this page] One of the most effective marketing techniques for storeowners today is specialty packaging. This is a form of marketing in which store packaging, which is what the store provides the customer with in order to carry the products home from the store, is specialized to contain the company logo and phone number on it. Bags, pouches, and many such items can be specialized for every store.
This is one of the most common forms of advertising and marketing for many obvious reasons. Take a look at the average shopper coming out of Bloomingdale's with a big brown bag that says "The Big Brown Bag" on it. Every customer that comes out of this store has one, and these bags have become a commodity in and of themselves.
Another such packaging hit is the famous Starbuck's cup. No matter what kind of coffee you order at Starbuck's, hot or cold, your coffee will come in a cup that has the famous longhaired girl imprinted on it.
If we analyze this, we will notice that there are a few very important reasons for doing this.
Firstly, a company would choose such a campaign in order to ensure that consumers never forget the store in which they made their purchase. Forestalling customer confusion of stores is a way to make sure that business is not lost to competition because of silly customer mistakes.
Another very important factor to consider is the aspect of show and tell. When a girl buys a new skirt from a particular store and shows all of her friends her new purchase, not only will her friends be excited for her new purchase but they will also be interested in the source of the purchase. In the event that the girl forgets where she bought, the store logo is on the front of the bag, which brings all her friends one step closer to a purchase.
Of course, one of the most important factors involved in such packaging is the street effect. A guy walking down the boulevard will notice not one but, perhaps, seven or eight people walking around with the same kind of bag showing off the same logo. The effect that repetition has on people is that of acceptance, meaning, that this store is an acceptable store to shop at. Thus, this individual, as well as the others who see what he saw, are all one-step closer to shopping in that store.
These are some of the tremendous benefits that come to a business as a result of specialized packaging.
by: Pellman Suchar
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