Strong brands make decisions easy in a confusing marketplace
It's 5.02. I'm rushing through the shopping so I can pick up the kids from daycare on time, running on autopilot as I pick up my regular groceries as I walk past.
Most of us don't put a lot of thought into purchases when shopping like this, and we rely on cues like location (milk in the chiller), special offers, linked items stocked together (chips and salsa) and most of all, familiar packaging to help us take the choice and stress out of shopping.
Packaging then is a real opportunity for disruption - make a change and you can either win or lose a customer.
Change yourself, lose a friend?
Imagine then that you're a company planning a rebrand, but who relies on the 65% of us who stay loyal to brands once we find one we like. What do you do when you know that by changing all of your packaging, you will disrupt a habitual purchase and perhaps give your competitors a fresh chance at your customers?
Most rebranding campaigns are conducted through expensive media; long-run TV ads, expensive billboards, all aimed at getting the message out to the biggest reach possible.
But if you're Bulla, you let me know to expect the change in advance, at the very moment I am most engaged in the purchase - when I'm about to open my yummy yummy low fat cottage cheese and enjoy it:
And you know what? The next time I walk through the supermarket, I'll be actively engaged in looking for their new packaging - it got me interested, and helped avoid confusion.
Blind me with insight
Clever packaging can also be a real drawcard, particularly if it's based on an insight into your customer that solves a need they never knew they had. For example, how many times have you been frustrated by the amount of space a punnet of cherry tomatoes takes up in your fridge? I know, right? Sigh. First world problems. But then you walk through the fruit + vegetable display and see this:
And you realise that, hey, that would take up less real-estate in your fridge (or you do if you're a marketer enchanted by shiny new things), and you buy it. Job well done, Cherry Burst!
So the message for the smaller business is?
Use what's at your disposal to make your case.
What opportunities are there in your buying cycle to interrupt the daydreaming, routine buyers and make them think differently? Are there obstacles coming along the road that you can use your packaging, customer support, social media, newsletters or storefront to prepare your customers for, or actually drive anticipation?
In fact, take the time to reconsider all your customer touchpoints and ask,