What To Roll Out With Your New Packaging
Congratulations on your new packaging! Now, what the heck are you going to do?!
Assuming you've got your sales channels all figured out, there are a few things that we highly recommend you bite off either prior to launch of the new packaging or in conjunction. There will always be some stuff that's just too expensive to redesign or isn't visible enough to make it worth the effort, but coming out with a cohesive launch not only reinforces the work you did while researching and developing the new packaging strategy, but shows how buttoned-up your brand is.
SALES MATERIALS
There's nothing sexy about sales materials. But there's no question they're an essential tool. We've developed full-blown folders with sell sheets, brochures and info sheets, and we've developed digital presentations. The approach is really dependent on your industry and what your sales folks need. And we've found that salespeople are typically more than willing to help you figure out what's going to work best. Something about commission or something.
A CAMPAIGN
Whether it's digital, social, traditional or combination thereof, a campaign introducing your new packaging not only helps avoid losing customers because they no longer recognize your brand, but can build buzz by introducing the new look to new potential customers. We tend to focus campaigns inspired by a rebrand on the attributes of the brand rather than the new look. Saying "look at our new packaging" is a bit like telling people you have a new hairdo. It's more natural to explain why the brand is so great and include the new packaging as a secondary message...let them compliment your new 'do in an unprompted way.
WEBSITE
Whether you need to re-skin your current website or start from scratch, it's essential that you give yourself enough time to launch the update in conjunction with your new packaging. There's a good chance that a consumer will visit your website if they're really interested in your brand. If that experience is a disconnect from your new packaging, the perception of the brand will immediately take a dive.
So if you're considering or have already started a packaging design project, you've got work to do! A fully developed brand requires a fully developed plan to roll out effectively, beyond just the package.