How Small Business Owners Can Turn Packaging into Marketing
Applying unique and creative marketing ideas to your small business can help you stand out from competitors while highlighting your brand’s story and overall identity to customers. Although packaging might not seem like an obvious marketing tool, it can showcase your branding while enhancing the customer experience.
Putting effort into your packaging can help your business’s personality shine, build brand awareness, and show that you care about the details. If you step into your customers’ shoes, packaging may be one of their first contact points with your products after purchasing, which can influence their impression and how your brand is perceived overall.
Going the extra mile can also help generate a sense of connection with customers, which is key because when customers feel connected to a business/brand, 76% are likely to purchase from that brand versus a competitor. Additionally, 57% are more inclined to increase their spending, 64% are more likely to remain loyal, and 68% are more likely to recommend the brand to a friend.
In this article, we’ll explore tips to help enhance your small business’s packaging so it can act as a marketing tool. We cover:
- Why you should include personalization
- How to enhance the unboxing experience
- Why you should add branding to all elements
- How to create an info card about your small business
First, choose a sturdy shipping container & protective packaging material
Before we can get into packaging, we must first highlight an important consideration that will make a big impact on your efforts: your choice of shipping container and packaging material.
No matter how much time and effort you put into creating visually appealing, on-brand packaging, if you use a low-quality box or mailer to ship products in and/or you don’t have the proper packing materials to keep items safe, you risk having them damaged while shipping, which can negatively influence the customer experience.
Before investing time and money to enhance your business’s packaging, pay special attention to how your products are being shipped and how they can stay protected from point A to point B. While aesthetics can be important, you shouldn’t compromise getting the package safely delivered. It can also help enhance a customer’s perception of your business to see that you’ve made the effort to keep their purchases safe.
Here are some quick links to resources that might help:
You can incorporate several elements into your packaging strategy to improve your customers’ experience with your business without sacrificing protection.
Include a note to customers to add personalization
Packaging can be more than just what your products are wrapped in—you can consider it the whole experience. When a customer receives the products they purchased, their experience engaging with your small business (and their impression) starts as soon as they receive it. With this in mind, one approach is to add a personalized note card to the customer.
The note card can be printed on cardstock to add a flair of professionalism and designed in your business’s branding, but it can also be something as simple as branded stationery if your budget is tight; it is what’s on the note card that can be particularly important.
A 2024 customer service and customer experience study found that 81% of customers say they prefer it when companies provide a personalized experience, while 70% report it’s important to have a personalized experience where the employee knows not just who they are but also their history with the company, such as their purchase history, buying patterns, etc. In this case, writing a note that includes their first name and your appreciation for their purchase can go a long way.
Personalized marketing can also help lower customer acquisition costs by up to 50% and increase revenue by 5-15%. Small touches, like including a note to the customer, are significant opportunities for long-term success.
What is on the note is up to you, but if they’ve purchased from you before, you can mention their previous items and make it feel personalized to them. If they are a new customer, it’s a chance to develop a connection and make a good impression.
Make the unboxing experience enjoyable
From tissue paper in the same colour(s) as your brand to stickers with your logo, there are several opportunities to raise the bar to make an unboxing experience a positive one. Not only can it help add to the overall experience and excitement for the customer, but it can also help you differentiate yourself. If your budget allows and it applies to your business, you could also add free samples to the package.
By adding decorative or “extra” items to a package, you are essentially creating opportunities for the customer to do the marketing for you. If a customer is impressed with thoughtfully designed packaging or the feeling they experienced while unboxing, they can be more likely to share it on social media and engage in word-of-mouth marketing by talking about it with friends/family, leaving an online review, etc.
Add branding (colours, fonts, logo) to all packaging
Branding can be one of the most important factors in increasing awareness of your business, enhancing recognition, and building customer trust. This is why consistently applying your brand colours, fonts, and logo to all your materials is crucial. It’s also why some may choose to rebrand their small business if they find they need to attract a new audience or give their business a refresh.
Packaging can be an excellent medium to showcase your branding across all customer touchpoints. By aligning your branding from your website and social media to your packaging, you create a consistent experience that can make your small business more memorable. Essentially, your packaging becomes a billboard for your small business, so it’s important that it puts your small business in the best light.
If your budget doesn’t allow for branded corrugated boxes or mailers, consider starting with stamps, stickers, or branded tape on the outside of your packaging. It can be a simple yet effective way to add more detail. However, when adding stickers, be sure to avoid placing them over seams or areas where a packing slip might go.
Create an info card about your small business
Supporting Canadian small businesses is important to 86% of consumers. While many customers may already know details about your business through social media or your website, for example, including an information card with each order or incorporating specific details about your business into your product packaging can be a great way to tell your story and share who you are as a small business owner. Since 46% of Canadians say that the friendliness or vibe of the owner is one of the top reasons they choose to shop at their favourite small or local business, introducing yourself can help generate an emotional connection that can be valuable.
Packaging can be an opportunity to communicate your mission and values, share your origin story, or highlight any key features and differentiators that are important to your business (e.g., you have eco-friendly products, you support local charities with every purchase, etc.). Additionally, you can include any current or upcoming promotions or details on similar items to help encourage repeat purchases. You could also include a special promo code just for them!
Keep in mind that the dimensions of an info card are likely small, so to avoid overcrowding it with text (while still leaving room for designs), you can add a QR code that directs customers to learn more. Additionally, you could create a double-sided info card with one side featuring details about your small business and the other side reserved for a personalized note. It’s a two-for-one opportunity!
Explore Small Business Solutions with The UPS Store
Looking for ways you can enhance your small business? Check out our Small Business Solutions. We offer a variety of services, including printing (and online printing), packing and shipping, mailbox rentals, and more. Visit a nearby location to get started.