Church of the Customer Blog
« Buzz-worthy packaging | Main | Social marketing vs. social media marketing »
February 18, 2008
Buzz-worthy packaging
A few weeks ago, Ben mentioned a new project of ours: an ownership stake in Erebelle, an Austin-based women's activewear company.
We'll launch a new ecommerce website in March, so it's time to think about the packaging of products for shipping. Besides the clothing itself, what will she get in the mail that'll be worth talking about?
A few obvious ideas include:
- A padded envelope
- A plastic bag (to hold the clothes and keep moisture out)
- Colored tissue paper to wrap the bagged clothing in
- A logo'd sticker to secure the tissue paper
We're looking for ideas; what packaging (inside and out) from a smaller company, clothing or otherwise, has struck as you clever, notable or even buzz-worthy?
Other blogs that reference Buzz-worthy packaging:
» Twitter Response from@MackCollier from TweetTrack
Hotdammit looks like Im finally going to get to meet two of the smartest people in the whole wide world at SXSW: http://www.churchofthecustomer.com/
Mack Collier
Original post on Twitter | Fri, 22 Feb 2008 04:57:47 +0100.
Posted using TweetTrac... [Read More]
how about Seth from last week or so http://sethgodin.typepad.com/seths_blog/2008/02/profligate.html
maybe use recycled packaging to reduce your carbon footprint and play up the green thing...."cool activewear that's good you...that comes in cool boxes that are good for all!"
bl
You are selling active wear; you need to sell being active, expressing inspiration. Like Nike Just Do It. The inside of the box needs to capture the attention of the buyer. http://hotcookies.net
Aussiebum (www.aussiebum.com) ship using packaging held down with a nice sticker but also include postcards that highlight other items that they do, using the cards to hold the item in a display position in the packaging. Perhaps you could include postcards or similar with exercises and use pctures of items that would go well with the item the Customer has purchased. The postcards could then build into a set and be expanded as the range of clothing increases or as the the sports covered extends.
Personal thank you note. Free samples of something. Free shipping for returns. A photo card with anedcote explaining how someone else (at the company or from customer feedback) uses the product. Use this to encourage customer to provide feedback. Reward feedback at next purchase?
There are some great ideas here along the lines of adding an extra something that ties into working out or an active lifestyle. One inexpensive extra to add to the package would be to print a small card with a list of the top 10 songs to load on your iPod to motivate a work-out. You can ask customers to go to your website to add their Top 10 list. It's a way of adding a sense of community and involvement to the site. You also get a customer generated collection of workout playlists that you can rotate on the site and in your boxes.
Add color to the exterior packaging. In my pre-forclosure business I send out a ton of mail. I switched to green envelopes (yes...like money) and saw a significant increase in responses. The packaging should JUMP out as soon as the customer sees it. Also, pick one color and stick with it. Victoria's Secret is well known for their pink colored envelopes that carry gift cards, letters, notices, and even bills! I have never seen a woman who didn't get excited about the pink envelope.
Have you tried the crowdsourcing approach to package design? I actually work for a company that does just that. We harness the poser of the "wisdom of the crowds" and get you full designs from our huge professional creative community. Send me an email if you're interested, we've done some amazing things.
God luck. Great Blog!
Dave
The best and wise idea is to take a sample of your product to a packaging expert instead.
harry
http://www.abc-packaging.com/sections/Type_70.asp
I agree with Stephanie Weaver about her thoughts regarding more use of paper products. This way you can make a good use of recycled products which are ecofriendly and cost-effective if bought smartly.
A good use of fancy paper, flouroscent paper and some use of BOPP may make the product look wonderful when packed. Of course, the whole beauty lies in the way they are decorated while packing and definitely, a good deal for your purchase that makes the rest feasible.
