Presentation can mean so much to the recipient. And depending on the reason for the gift, the packaging should reflect that message. Obviously if it’s an inexpensive item that you are giving out to everyone walking by your booth at a trade show you don’t need to have a gift box. But you do want the item to reflect the quality of the brand being promoted.
Packaging doesn’t mean just placing the promotional item in a box and thinking it’s complete. It can go far beyond that to further the message. For instance, the box itself could be imprinted with a message or logo. If the item needs to be protected within the packaging, maybe it has a foam or cardboard insert that could be imprinted?
What about including a logoed card and message in the box? That is easily designed and printed. Many vendor partners are more than willing to include items within the promotional item if they are delivered on a timely basis.
And what about actually wrapping the promotional item packaging? So many options here – logoed gift wrap, gift bags, ribbons & bows, stickers and tissue. We have many clients that have all of those packaging elements on hand so when a VIP is visiting or a sudden event has been planned they can wrap up an appropriate item easily.
However, packaging isn’t only for gifting. What about when you are sending a package to solicit business? Packaging matters here even more because you need the package to be opened and your message received.
I ran into an old client (she had moved out of the area four years ago and is now back) recently at a charity event. As she was introducing me to her new company CAO (Chief Administrative Officer), the first thing she said was, “You should have seen the direct mail packages they used to develop for us.” Amazing. The direct mail programs were a small part of what we used to do for her previous company, but that’s what she remembered the most. Why? They were packaged for impact and got results.
The message started when the package was received because we would include a teaser message or image on the mailing label that was intended to entice the recipient to open the box. And yes, we didn’t just put the branded promotional item in the box. It was presented in the box. We’d use the logoed tissue or some shred in the logo colors and always had a card with a message included.
For example, we did a series of mailings for a cruise line that highlighted the many new benefits of cruising with them. One promoted the fact that you could get lobster every day on their cruises (it was limited on their competition). The inside card headline read: Can you EVER have TOO much Lobster? This was designed for reporters to get them to write articles about the initiatives. The phone would ring within minutes of the package delivery seeking more information.
So when you are putting together your promotional marketing plan don’t stop at the promotional items and think your plan is complete. Remember, the packaging is not just a delivery mechanism but can be an integral part of the sales message.
Danette Gossett is the founder of Gossett Marketing, co-founder of Promotions Rescource LLC and co-author of the best-selling book “Transform” with Brian Tracy. Danette utilizes her more than 30 years of advertising agency and corporate marketing experience to develop effective promotional campaigns and products for her clients. VisitGossettMktg.com or SalesPromo.org and follow us on twitter @MarketngTidbits.