Packaging and Digital: The Keys to Winning Over Millennials

The baby boomer demographic has long been the sought after segment for nearly all brands and retailers. This is with good reason, as they make up slightly more than a quarter of the U.S. population, but control over 70% of the total net worth of American households. However, it’s expected that by 2017 Millennials will likely be outspending the Baby Boomers.

Packaging - More than a Billboard

We tend to think of the role of packaging as an “attention getter.” Something that makes the consumer stop while walking down the aisle, and reach for our product versus the competition. Packaging however, has many other roles that shape consumer perception. As specialist Jill Ahern in an interview for “Brand Packaging” describes,

“Packaging actually shapes the selection perception, use occasions, storage, disposal, and nearly every other facet of a consumer’s relationship with products. If you think about every product you saw an advertisement for, used, or consumed today, you probably saw or touched the packaging as much or more than the product itself. “

Bob Hawke, former Prime Minster of Australia, once said, “The things that are most important don’t always scream the loudest”. With so many exciting printing techniques available today, it’s easy to lose touch with the essence of your product by overdoing your packaging and design. Bright colors and patterns can grab a consumer’s attention, but when all your competitors are following the same idea your box can get lost on the shelf.

For years, the common associations of corrugate packaging have been “effective”, but “dull”.  A medium once reserved only for shipping containers is finding a new lease on life.

A meticulously planned marketing campaign and a novel product, although a great combination, isn’t enough to guarantee booming sales numbers. “The last 10 seconds of marketing”, referred to by retailers as the point where a consumer reaches for a product on the shelf, can almost single handedly make or break a sale.  

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