The Influential Role Packaging Plays in Marketing Strategy

By: Gianluigi Rankin, Director Product Management at Memjet

The economy has clearly undergone a huge shift in recent months. The impact of the pandemic can be seen in many industries, including packaging.

As the virus forced the closure of physical stores, consumers had to alter where and how they shopped for their goods. As more consumers flocked to online stores, growth in eCommerce shopping has surged.

During this time of isolation, the package is literally the only physical connection a brand has with a consumer. Every other aspect of the transaction takes place online. As a result, more businesses are taking steps to ensure the package engages consumers and keeps them coming back for more.

When a company undertakes an overhaul of its brand, it is critical that packaging design is part of that rebranding. Packaging connects all of the marketing efforts – advertising, social media, direct mail, etc. – and acts as the final dressing on your product.

But packaging has challenges that other communication channels don’t have. Unlike a billboard or a magazine ad, your promotion space is limited to the primary display panel of a package. This small space needs to act as a marketing vehicle and capture the consumer’s attention, while also communicating vital information on nutritional or product components, and if required, regulatory information. The role of a designer is trying to take all those bits and pieces and make the package design work aesthetically so that the consumer chooses your package.

Deanna Drapeau is a creative director with a history of using design to bring a brand’s vision to life. Her experience includes creative direction, design management, and project and print production management for major retailers and consumer package goods companies. In this video, she shares her thoughts on how packaging adds value to the marketing mix.

Watch video interview.

The Technology to Make Packaging Personal and Local

As the package has become part of the marketing mix, product marketers, packaging developers, and brand managers are all expressing a growing interest in digital print along their packaging journey.

Inkjet package production lets users easily add value to the packages they produce—whether it is a print provider printing customized packaging for a customer or a manufacturer that has integrated package production as part of its operation.

BEAUTIFUL PRECISION. It is critical that the brand is consistent across all channels producing high-quality, beautiful output with brilliant color and eye-catching clarity that connects with consumers.

THE POWER OF FLEXIBILITY. Inkjet printers enable manufacturers and converters to create the highly personalized packages their customers are demanding. Each package can be printed with variable capabilities, allowing the information to change between products and consumers. The package can be adapted in fill line for late stage differentiation to include personalized messages, images, seasonal and local communications, and greetings.

AFFORDABILITY WITH SPEED. Inkjet technology also allows print providers to have better control over their inventory. By moving their packaging printing processes in-house, manufacturers and print providers don’t have to rely on outside third parties. The printer or manufacturer controls where, when, and how many packages they have, avoiding wasted materials.

As we move forward, all people will need to adopt an agile approach to how they do business and solve the new problems they face.

That type of flexibility requires a different mindset. Print providers and manufacturers now need to think creatively and bring new approaches to how to solve problems and reach their customers.

They also need the right technology. Inkjet printing solutions Powered by Memjet are flexible and affordable and can give businesses the creative edge they need to flourish in a difficult time.

Explore Memjet’s printing technology.

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