Making Custom Labels Work for Your Marketing Strategy
Whether you’re developing a new product or looking to expand your business, custom labels can be a valuable element of your marketing strategy. As a whole, packaging creates shoppers’ first impression of your product. It’s so important, in fact, that some marketers argue that packaging should be part of the marketing mix, alongside product, price, place, and promotion. Like all of your other strategies, it should be consistent with your brand, grab the shopper’s attention, and communicate what your product offers that competitive products don’t. One key part of that packaging? The label. From making the most of shelf space to answer shopper questions, custom labels can take your product to the next level. Read on to learn more about how to develop a powerful label that supports your marketing strategy and drives sales.
Not to be confused with packaging like boxes or stand-up pouches, labels are adhered to the surface of the package to provide additional information. While the packaging itself will determine the size and shape of the label, you can get creative with what’s actually on it. Generally, labels include the logo, product name, and any required information like nutrition facts or warnings. From there, QR codes, discounts or coupons, prices, company details, and more can be incorporated. These labels are your main method of communication as a brand, giving you the chance to connect with the consumer at the point-of-sale and beyond (if they take the product home).
Understanding Your Consumer
A shopper may encounter your product at any point in the consumer decision journey. Whether they’ve never heard of your brand before, have seen your commercials on TV, or already purchase other products from your brand’s line, your label should anticipate questions they might have, prove to them that your product is the best, and excite them about the purchase. You won’t be writing for an uninterested audience either – one survey found that over 54 percent of consumers read a product’s label before purchasing for the first time.
To determine what details should be included, put yourself in the shoes of your audience: What type of information would a shopper need to understand your brand? Here, as with any marketing strategy, understanding your consumer is key. Millennials are going to shop differently than Baby Boomers, and women may look for different things than men. The demographics and psychographics that you use to construct your brand should come into play in your labeling, too.
For example, adding social media links and QR codes, as discussed later, is a great way to connect with a younger audience. Similarly, younger generations are prioritizing social and environmental responsibility more than those that came before them – as of 2015, 73 percent of millennials said they would pay more for a product from a sustainable brand. Consider taking some of your label space to demonstrate your company’s commitment to social issues. Alternatively, think beyond the label’s content and investigate recyclable materials that can positively contribute to the cycle of environmentalism.
Going Beyond the Label
Beyond offering instant answers, the label also gives you a chance to connect on new platforms with your shopper. Include social media handles and icons to grab their attention or incorporate a QR code that they can scan for additional information. Not only is there a chance for your audience to engage with this at the store, but there’s also a chance they’ll explore it once they bring the product home. Offering discounts or other incentives for going online can also help push buyers to connect. With the chance to continually engage your audience and offer both valuable products and content, your brand can build brand recognition, recall, and loyalty.
Consider Partnering with a Designer
In a sea of so many products, a custom label is necessary to differentiate your brand. Not sure where to get started? Hiring a designer to create custom labels for your product can be an incredibly valuable investment. Well-designed labels show your audience that you care about your merchandise, communicating both your pride in your product and its value. Plus, not only will a designer create a high-quality look for your label, but they’ll also deliver expertise on important elements of design like color psychology, font choice, and materials. Combined with your audience understanding, these designs are sure to be thoughtful, unique, and effective.
At GCB Solutions, we offer a wide range of packaging and labeling expertise. Whether you need a custom label design, full packaging, labeling equipment, or more, we’ve got you covered. To learn more, click here to schedule a free consultation with us, or call us directly at (904) 263-2804.