A new year means exactly that: new. Consumers are constantly expecting new things, whether that be new products, new launches or new campaigns.
The only problem is, new what?
Customers demand new but they can’t always identify what it is they want; and, in a sea of competing products, it’s hard to distinguish what makes your product the best.
That’s why we’ve put together six product marketing hacks that are guaranteed to help you answer that “what’s next” question.
1. Customisation and personalisation
One size does not fit all. That’s the rule businesses learnt in 2017—consumers are no longer satisfied with generic, mass produced products. In 2018 we predict consumers will demand products that are personalised and customised. Brands in the beauty and fashion industry have been following this trends and doing it well for a while (think The Daily Edited and Mimco) and the food and beverage industry also cottoned on recently (looking at you Tim Tam and Nutella). Personalisation and customisation is a great way to make the consumer feel as though they are receiving something extra or special and becoming a part of the brand itself.
2. Connecting print to the digital world
How many times have you seen a QR code on the side of your cereal box? Or read “like us on Facebook” on the lid of your ice cream tub? Merging the print world and the digital world provides an interactive experience for the consumer, and in 2018 we predict seeing a lot more businesses encouraging consumers to interact with them online through what appears on their packaging. This changes the relationship between brands and consumers, as we are no longer just consuming a product, but also becoming of a community of like-minded brand advocates.
3. Utility and functionality
The global market is saturated with products competing for our attention. As a result, consumers have more choice and expect more from brands. If one product doesn’t work for them, or do what it says it will, they’ll just go elsewhere. This could all come down to the label or packaging. For example, if food packaging isn’t airtight and turns your loaf of bread mouldy in two days, buyers will forget about loyalty and swap Abbott’s Village Bakery for Helga’s in a heartbeat. Products need to be functional and practical to win over consumers. If the label on your shampoo bottle isn’t waterproof and dissolves in the shower, consumers may not repurchase. To ensure your product is known for its utility and functionality, invest in good quality local-produced packaging and labelling to win over consumers.
Consumers are inundated with messages attempting to convince them to choose one product over another. It’s no new tactic, but highlighting your products credibility through gold stars and awards won can boost your product sales. Awards are a limited recourse; there’s only so many of them and using these credibility tools can differentiate your brand and build loyalty. How often do you peruse the aisles at the bottle shop and choose a wine simply because of the big gold award sticker on its label? Exactly. Credibility is a powerful persuasive device.
5. Samples and convenience
Hands up if you’ve ever gotten one of those tear away moisturiser samples in a magazine and proceeded to purchase the skincare brand down the track? Brands continue to invest in this type of advertising for one simple reason: samples (especially free samples) work. In 2018 we predict that more brands will offer sample sizes of their products at a fraction of the cost. This is a win-win for brands and their customers: customers purchase the sample product at a discounted rate, without the financial commitment of investing fully in the brand, and brands still win a sale and a potential returning customer. Travel or convenience-sized products have also increased in popularity, encouraging consumers to make more purchases, more often.
Although it may seem obvious, the more creative a product is, the more it will be noticed. Imagine trying to market a brown cardboard box, compared to a holographic, multi-coloured octagon? There’s no comparison; one will be plucked off the shelf and one won’t. Get creative with your products packaging, labelling, printing and design, and we guarantee you’ll see the benefits.
Have you got some ideas brewing?
We hope our product marketing hacks gives you some ideas for your next product. We’ll be working with our clients on these product ideas and more throughout 2018; if you need help with your label or packaging design, contact us to get started.