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The advent of the internet has changed a lot of things. The print media for example is going the way of cassette tapes, VHS, and probably the old MTV we love. The main reason for this is that people today are finding it easier to read their news online. This change in how we do things is also affecting how consumers act in the market thus businesses should take note.
Back in the days, advertising through the old media is very productive for businesses. This one-way communication though is no longer as big as it was in yesteryears. The internet has changed the way consumers develop their loyalty to a brand. For example, before buying almost anything, a person would do a quick research online to see what people are saying about this or that product.
Because of the shift in how consumers develop brand awareness, it is no longer a good idea for business to cut down their budget for the new media in favor of the old. Advertising online and providing good customer support via email, through the phone, and whatnot are now even more important. So where does retail packaging come into the equation?
Since people are now less likely to pay attention to ads on the old media than they were before, you need to be there for them online. But advertising online is not as easy as it seems. You need to make sure you target the right niche to ensure that your advertising dollars would go to work. Therefore, you need to have your products speak to the buyer.
You do this by spending on retail packaging. If your business' product packaging is not making a connection whatsoever to your target niche, you are not maximizing your profit. A consumer takes about 20 seconds browsing a retail shelf. In that span, they do not have the time to read those long-winded benefits of the product. You need to attract them with an appealing packaging.
Once you have their attention, it would be easier for them to pick up your product, learn more about it, and probably buy it to try it. If your product is a good one, they would be more than willing to try it again...and again until they become loyal to your brand.
So in times of economic crises, you do not have to go the traditional route of cutting your advertising budget for the new media. In fact, you should allocate some of the money earmarked for the old media towards spending for a better solution that would fit the shifting market consumer paradigm.
Danica Green is a firm believer in the importance of choosing the right product packaging like paper shopping bags for every business. She currently writes about her thoughts on the subject about shopping bags, retail packaging, gift boxes, and other ways products are presented by businesses to their clientele.
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