Product launching is a lot like a major rocket launch. There’s preparation, anticipation, risk and the potential for a ground breaking success story. And just like a rocket launch, your team needs to take a long hard look in advance at the suitability of design to check it’s aerodynamic and streamlined, as well as carrying the prestige and reputation that will look great in the publicity shots and in the history books of the future. As failed rocket launches have shown disastrously, the construction and condition of the outside of the rocket can be the make or break of the launch, however cutting edge the technology and expertise packed inside.
Don’t let your packaging let your product launch down
Okay, so maybe you think this is an over dramatic way of describing what’s happening when you’re just trying bring your new brand of herbal tea or tile grout onto the market, rather than land on Mars. But think about your customer. Bombarded with marketing messages every day, the would-be audience for your new product is already worn out with the idea of more and more of the same. If you don’t stand out from the crowd you’ll be quickly filed under ‘Spam’ in the world-weary inbox of their brains, just as surely as if you were selling Viagra or promising them unending riches in a Nigerian currency. Be different to the rest and you might just have a chance at conquering the market.
Every interaction between your brand and the public matters. That goes from the website and publicity right through the moment they open the package and receive the goods – it’s key for customer service and it’s essential for the product that sits on the shelves and gets delivered to the doorstep. This is especially important to achieve from the outset because, like a rocket launch, a misfire can bring your whole enterprise into disaster. So set out as you mean to go on, with packaging that reaches for the skies and promises to take your customers’ aspirations with it. When you’re launching, you’re creating the very first interaction, so it needs to make an impressive and lasting impact.
Make a big impact with stylish packaging that protects and delivers
Customers are sophisticated and discerning when it comes to knowing what they like and don’t like about products. Even if they aren’t aware of it, what everyone wants is an all-round positive experience from the brand they buy into – confidence, belief, comfort and an aspiration to belong to the world you’re presenting them with where they’ll be empowered and happy. That’s why, when you’re planning your product launch, you need your packaging to do far more than just be practical and efficient (though these are also important).
Because it’s so important to get things right first time, it’s worth doing some market research ahead of time to find out what your end user is looking for and responds well to. Ask real people and do some product testing to confirm or disprove your intuitions. Of course you’ll be dealing with budget constraints and there will be considerations about what is and isn’t practical to achieve in terms of your competition. If your product ends up being twice the price of the nearest competitor because you’ve invested so much in the packaging you’d better make sure you’re selling something pretty special that blows the others out of the galaxy or you’ll crash and burn.
Think out of the box with your packaging choices
There will also be limitations relating to the nature and context of your product. But this could work in your favour with a bit of out-of-the-box thinking. Think of Innocent Smoothies and other brands that make a feature out of their cut-down styling and lack of glitz and glamour. A bit of creative inspiration can sometimes mean you’re can make effective marketing and packaging choices that don’t cost nearly as much as rival businesses are spending.
Packaging to ensure safe shipping and dispatch is essential. There’s no point investing in an impressive marketing campaign if the product arrives broken or looking like it fell off the back of a space shuttle. You’re looking for showcase quality right through the journey. Set your brand apart and get noticed with aspirational packaging that makes buying from you an appealing experience in itself. Flying high with your product launch really is about the feel good factor of your packaging.