In the new consumption era, how to play packaging marketing?
There are all kinds of problems with products that do not sell well, but products that sell well must have a common feature - that is, the packaging is done well!
small blue cup cup set creativity, green love candy...... The classic cases of creative marketing and success around product packaging are endless. There is no doubt that when business is bad, changing the packaging may be the most cost-effective and effective way.
First, understand the concept of the demand gap
Before packaging a good concept, we need to deeply understand the demand gap of the concept, that is, the demand and expectations of consumers for a certain concept. Only by accurately grasping the psychology and behavior of consumers, can the concept be matched with the needs of consumers, and trigger resonance and attraction.
1. Social trends and changes
Observe the current social trends and communication context changes, do not let the conceptual context misplaced. > Seize consumers' desire and pursuit of emerging concepts in order to take the lead in the trend. This requires understanding the subculture and subculture of young people, especially the habits and logic of their communication, so that they can speak to those in the circle.
2. Psychological and emotional needs
In-depth understanding of the psychological and emotional needs of consumers, the so-called sweet first love, cool ex-boyfriend, good concept into the heart. Tap the emotional resonance of consumers, by touching the emotions of consumers, so that they can take off the armor can not resist, so as to package the concept more attractive and resonant.
3. Mining application scenarios
The scene is where the concept comes into play, so understanding the scene is also key to developing the concept. Your concept is used for advertising, or for product packaging, or for leaders to speak on important occasions, these scenarios are different, the direction of concept packaging is not the same. Understanding the demand gap of a concept, in a word, figuring out who to disseminate, where to disseminate, is something you need to think about and understand before developing the concept.
Second, the creation of the concept of live capture
In order to package a good concept, after figuring out the demand gap, you can send ideas, send ideas may be a lot, but here are a few commonly used ideas for reference:
English abbreviation method: Through concise and powerful English abbreviation, the concept is more accurate and concise, so that people can remember your concept at a glance.
Numerical formula method: Use the combination of numbers and formulas to make the concept more concise and concise, after all, we are now in the era of fast food. Numbers and formulas are not only intuitive and concise, the key is that the formula has a consensus in people's minds, and can quickly convey the core information of the concept.
Symbol code method: Symbols and symbols have intuitive and symbolic characteristics, which can quickly convey the core value of the concept. Through the unique symbol packaging concept, it is the most intuitive value attachment, because the symbol is deeply rooted in people's hearts and rich connotations, the use of symbols can quickly convey your demands. The code is similar to the symbol, but the code will have a larger space to play, and the code is generally used for internal research and development plans or new product development, which both unify the project name and give people unclear feelings.
Analogy and comparison method: Analogy and comparison are also common ideas for developing concepts, because the core of the concept is to be novel and unique, and then to let people understand at a glance, and even people applaud, so comparison and analogy is a good way. In the process of packaging a good concept, we should not only pay attention to the external packaging form, but more importantly, convey the core value and meaning of the concept, and establish emotional resonance and connection with consumers.
Only with true insight into consumers and the creation of valuable conceptual packaging can we succeed in the market. Let us use insight and innovation as weapons to create more eye-catching concept packaging cases, bringing more surprises and creativity to the market.
Third, the brand strategy of "packaging"
1. Packaging can produce a direct visual impact
High-quality packaging can make your goods stand out from many homogenized products; Such as Coca-Cola, Pepsi. Even if your brand value is not high awareness, if your product has a quality packaging, it will sell better than other similar products.
2. Packaging can develop the market
When the sales of a product is in a bottleneck period or when the revenue of the product is small, it is completely possible to change the status quo by changing the packaging, you can use old products to drive new products, and even increase sales through the design of packaging. Coca-Cola's "handmaiden body," for example.
3. Product packaging value > Product function value
Relatively speaking, when the technology has reached the peak of the era, the possibility of opening the gap from the technology is getting smaller and smaller, so it is easier to be recognized from the packaging, such as vivo, oppo mobile phones, when others are competing for cost performance and functionality, they took an earlier step, starting from the packaging and appearance of mobile phones. As well as surviving in the mobile phone industry with super internal volume.
4. Give consumers a reason to pay a premium
Many products on the market themselves are not high in value, but they are loaded with gift boxes, or changed packaging, and the price is increased, which is also a role of packaging, which is to give consumers a reason to buy goods at a high price.
5. Packaging is a necessary process to create a brand IP image
Packaging can not only package products, but also packaging corporate culture, packaging brand founders, but also through the same type of star packaging corporate image. The process of packaging is the process of forming a brand IP image, and it is the process of constantly focusing on a brand.
6. Walking communicators
Excellent packaging, can completely form the effect of secondary communication, many people in order to more people to see their own brand, on the packaging of their own LOGO design is large or spread, so that the packaging has no high-level sense of speaking, so who is willing to take it out again? If you have a brand effect, then you can do so, such as a supermarket activity, buy 20 yuan of vegetables to give a luxury packaging bag, causing many people to throw away the vegetables they just bought in order to bag. If you want to cultivate consumers into spontaneous communicators, then respect consumers, ensure product quality at the same time, the packaging design is better.
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