What Are the Different Types of Promotional Packaging?

Kathy Heydasch

Getting a product to stand out in the marketplace is a daunting task sometimes. Competition for just about any product demands that promotional packaging be used sometimes to ensure a sale. The end goal is always to increase sales of products, and various methods can be used to accomplish this task, from eye-catching logos to free samples.

Businessman with a briefcase
Businessman with a briefcase

Promotional packaging can come in a variety of forms. First, the product has to stand out on the store shelf. Flashy colors and logo designs can enhance the shopper's interest in the product. Also, one must know the competition's product. What will be sitting next to that product on the same shelf? One must know how to grab the consumer's eye.

Classic branding is one way to stay in the buyer's mind over a long period of time. A consumer develops trust in a product, and sometimes takes comfort in seeing the same logo and product every time. On the other hand, some companies will undergo massive brand image changes. This is when they realize that they are losing money to competition. The entire logo and packaging might be changed, including the colors of the product itself.

Another way to enhance a product through promotional packaging is to offer free samples of products. For example, if one purchases a shampoo, there might be a free sample of that brand's conditioner shrink-wrapped to the shampoo bottle. This is to attempt to increase sales of another entire product line within the same company. Sometimes one might see two of the same item shrink-wrapped together and slightly discounted. The manufacturer wants the consumer not only to leap at the thought of a buy-one-get-one-free offer, but to get the consumer to develop a purchasing habit for that same brand.

Some promotional packaging efforts will pair two different manufacturers in a cooperative effort to boost sales. Two different companies may join efforts to try to sell complementary, but not competitive, products. One example might be a seed manufacturer that pairs with a potting soil manufacturer to offer 2-in-1 products. A consumer in the store might jump at the chance to buy both products together.

Coupon incentives are an instant form of promotional packaging. A trip to the grocery store will net several products which have coupons attached to the front of the package itself. This is an effort to make the shopper pick the product with the instant coupon attached. Even if the brand costs more, the consumers think they are getting a deal and so want to participate by buying the product.

Readers Also Love

Discuss this Article

Post your comments
Forgot password?