There are certain products and services that appeal to various markets and industries in the business-to-business segment. For example cleaning products, telecommunication services and packaging materials are all things companies need to run smoothly. The only thing that changes is the way each sector is communicated to since their needs can slightly vary from industry to industry.
Communication in marketing
If a company would need products such as packaging tape for boxes, there are so many options to choose from and certain industries have a standard they would normally purchase. For example, lotto companies would need packaging tape that is of high security. These are designed to reveal a tamper-evident message, which reads “Void/Opened” when removal is attempted on the surface of the box. The residue left behind is almost impossible to get rid of and is resistant to hot and cold temperatures.
For retail companies, it is smart to have their brand message and logo to appear on the packaging tape. This increases rates of brand retention and recognition. The more people that come in contact with your brand, the more your company will seem trustworthy to the public. Think about the reason why companies spend thousands on having their ad on a billboard by the highway. People driving by will see the name of the company. Next time the customer perform a search for that product, the familiarity of the brand name will compel them to click on that site as compared to a competitor’s.
Advantages of using custom printed tape
Not only will your brand name be more visible to the public, but your packages will be more secure. This is due to the custom tape packages are sealed with. When this type of tape is broken, it is almost impossible to reseal the box without it looking like someone tampered with it. No one outside the company will have access to your custom tape. In addition when your package is shipped to customers, the first thing they will notice is the package. If there are custom elements to your package, it will create a great first impression for them and the likelihood they will remember the experience is greater.
There are a lot of companies especially in certain industries looking to increase visibility, recognition as well as sales, and using custom printed tape is a great way for them to stand out.
Now that you have understood the many advantages of custom printed tape, it can get quite overwhelming to think about all the different ways you would want to design your tape. Most companies decide to go for their logo, which is a great option. But if you find it a little too boring, other elements can be added to make it stand out. It is also possible to play with different colors and shapes to catch the eye of anyone who comes in contact with your package.
With increasing online competition, it is important to have your brand be more recognizable and increase rates of brand recognition and retention. When a custom roll of tape is just your logo, it could provide the same effect. There are some examples of logos that are very well thought out which will create the same desired effect. Right now the trend most companies have adopted is the clean and sleek look – the tape is white and the writing is black. This might sound boring to some but as the saying goes “less is more”.
The above image is a great example since it piques the customer’s curiosity with the little images between the brand logo while still maintaining a clean look.
Another example is to have your tape be clear with a white print. It still has a clean look and will stick out in the bunch. The contrast between the box and the tape will sure turn heads!
If you are looking for more color, a great way to differentiate yourself is to stick to a color tone that is known as yours. Most women can recognize the red Christian Louboutin soles from a mile away. A company out of Mexico decided to apply the same concept to their boxes as you can see below.
That vibrant pink color will surely be recognizable by your customers!
Here are a few examples of some custom print jobs we have done. As you can see we can print various designs on different colors of tape. There are many creative ways companies can get their packaging tape to stand out by just putting a little more thought into it.
Having your packaging tape custom printed is just one way to bring increased visibility to your brand. But it is considered to be one of the biggest marketing blind spots companies are just not taking advantage of. When customers receive packages that stand out, they will view the brand as more professional and tend to remember their experience.
With the rise of ecommerce, there are only a limited number of ways customers will have direct contact with companies in terms of physical goods. This is because of the fact that customers only have contact with these brands online and might not be able to physically touch their products until delivery.
The first impression customers get is of the package that comes to their door and not of the contents. That is why it is important to showcase products with impressive packing to elevate the unboxing experience and increase brand image.
Why packaging has taken a backseat
The list of things to think about when running a company can get overwhelming. This creates a few blind spots from a marketing standpoint that need to be addressed. One of them is the delivery and packaging experience for customers. When it comes to ecommerce, it is more important to create that amazing unboxing experience since you would want customers to share it on social media and even tell their family and friends about it. This way, it can create an organic and genuine interaction with other potential customers.
With traditional retail, it is clearly a different experience since customers are getting personalised service in a physical store location and is being surrounded by the products, atmosphere and so on. Now that first moment of truth with brands is happening in our homes with scattered piles of packaging materials. Think of all the work being put in looking for attracting and converting customers online. It will all be worth it when the package delights customers instead of focusing on the lowest possible cost to ship items.
There is a disconnect between brand marketing and fulfillment operations which can cause a real risk to customer retention. More resources need to be spent on the package to make sure brands get the most out of this important touch point with customers.
Opportunity to stand out
According to recent statistics, consumers believe a vast majority of brands and retailers are not doing a great job with their packages. This creates a great opportunity for brands to differentiate themselves and do marketing right on this touch point as well since it is an important one. It is understandable that not all companies can afford expensive and unique packaging. Custom printed tape is a great place to start since brands can have their name and message clearly shown on the box. This will increase brand recognition and retention without breaking the bank.
Shopping malls across the United States and Canada are acquiring less traffic as online shopping becomes more prevalent. This year’s second quarter, brick-and-mortar stores have experienced a decrease of 8.6% vacancy rate. With an increasing number of retailers closing shop such as Sears, JC Penney, Toys “R” Us and Bon Ton, there has to be a shift to increase customer experience.
As ecommerce is taking up more market share of the retail space, brands needs to rethink of ways to flourish. Depending on the type of business you are, there are great ways to be at the top of mind of customers. Brick-and-mortar stores would need to think of ways to draw people in with added services, promotions and events. Also no matter if a company sells only online or both online and in store, it is imperative to think about how to package your product to customers.
Some companies may consider packaging as an afterthought but it has to be perceived as an essential and powerful marketing tool. Sealed Air, a packaging company surveyed 2,000 respondents and 58% said that if they receive a damaged or broken product online, they would make their future purchases from competitors. It is clear that as more consumers take their shopping online, the more they would have to think about superior packaging solutions.
Trends in packaging
Frustration free customer experience packaging is a trend that is here to stay since customers have different expectations as Amazon places a precedent on how to package for ecommerce. When you look at products on store shelves, they are packaged to catch the attention of people walking by with the over-the-top packaging and features to prevent theft. This does not translate well when sending the exact same product packaged this way by mail. Brands should think about unique packaging designs to elevate their brand in the eyes of customers. The goal is to make the unboxing experience memorable.
A great way of achieving this is to bridge the gap between online and traditional retail shopping. Brands should increase levels of customer satisfaction and enhance buyer experience through good packaging. Personalized packaging will set you apart from competition since it will provide a closer relationship between a brand and customers.
As for the kind of packaging customers are expecting brands to use, it shouldn’t come to a surprise they are looking for environmentally friendly and sustainable materials. Gummed paper tape is a great example since it is made of paper and can be recycled with the box. Another example is Pizza Hut’s DJ Pizza Box that can be double as a portable DJ deck. That being said, there are a lot of ways to building a company’s brand reputation and packaging plays an essential role in providing high customer service standards.
When it comes to certain businesses such as ecommerce, the package shipped to the customer will represent the most direct touch point. This is because they have never been in contact with a tangible item of yours previously. Think about it, this is going to be the first time they will be in physical contact with your product therefore it is important to create a great first impression. It is quite surprising since this strategy happens to be one of the most under-utilized opportunities companies seize.
What is brand-packaging experience?
Most companies don’t think about the packaging of their products or the unboxing experience. It is a necessity to package your products to keep them protected during transit. But with increased competition, shifting consumer habits and the evolving ecommerce market, it is important to look at the whole experience rather than the product itself.
Branded packaging is the thoughtful assortment of packaging materials and how the products are presented within it. The idea is to add more value for customers and your business through the packaging experience. Custom printed tape is a great way for companies to add value to their brand. The additional cost of getting your logo printed on tape will benefit your brand immensely due to its many advantages. It will add security to your product, increase brand recognition and retention and make your packages stand out from competition.
For ecommerce companies, there are less touch points to impress customers therefore it is great to use packaging to your advantage.
Why providing branded packaging is important
A large part of building a long-term successful brand is to make sure customers keep coming back. If you have any experience in business, it shouldn’t come to a surprise to you that it is more expensive to find a new customer than keep selling to a current one. Dotcom distribution found in 2013 that 52% of consumers are more likely to make repeat purchases from a company who offers premium packaging. Also 4 in 10 customers would share an image of a delivery if it came in a unique package. There is value in providing beautiful packaging for your customers that go beyond customer experience and into residual marketing effects.
Custom branded tape is a great place to start since it will communicate your brand logo and message as well as help generate the attention you want for your company.
Ok, before even thinking about custom printed tape, the best course of action is to have a great logo that will capture your audience’s attention. There are certain things to think about when going through this task. One would be the use of a visual double entendre, which means to have two images in one. It is a great way to get your logo to stand out and is more likely to reinforce brand visibility and retention. In addition, your audience would appreciate the little mind game and will enjoy the design more because of it.
Another consideration, which is just as important, is the color palette of the design. Any designer will tell you that color carries meaning and communicates ideas. Not only is it important to have your logo’s colors stand out and be vibrant, but also you should think about how it will look in grayscale or a true single color version. Since custom printed tape has limited amount of colors that can be printed on the film, it is good to have your logo available in one tone for these instances.
There are always going to be fads that come along in designing logos. It is best to steer clear from them since it can become unoriginal fast. When it comes to your logo, it has to be well thought up.
Generally the first sketch is going to be fairly generic so it is recommended to take up a few pages of sketches to figure out which path you would like to take. A good direction to take is using custom lettering since it will give your logo a unique feel. All this information can make someone feel a little overwhelmed but another word of advice is to keep it simple. Picture the logos for Apple and Nike. If you think about it, they are just an image of an apple and a checkmark.
To further guide you, think about proportion and symmetry to create a balanced logo.
These circles are a good guide to figure out how to draw out the logo for Twitter. Every logo should have a good story full of meaning both obvious and hidden. Even a small added element to a logo can give it more depth and meaning. It is good to keep playing around with it until you find the one best suited for you.
Once your brand logo is all figured out, having it show up everywhere such as on your custom printed packaging tape will reinforce brand recognition and visibility.