How to Build a Packaging Program in Your Marketing Agency

Packaging services can differentiate your agency and help you win more clients and more lucrative contracts. Of course, it’s important to ensure you can consistently produce packaging that meets client needs and expectations. Here’s how to build a winning packaging program in your agency.

1. Understand Your Clients

Start by understanding your clients’ needs and pain points, then identify how you can meet those needs and resolve those pains.

For example:

• Poorly designed packaging can prove frustrating to fill, wasting time, effort, and money. You can solve that problem with easy-open auto bottom packaging
• Many clients aren’t familiar with sustainable packaging options and processes. You can help them meet their eco-friendly goals with recyclable packaging materials and by working with a supplier that has a recycling program
• Cost is always a concern, so you can help your clients with beautiful yet cost-effective packaging that conveys their brand story

2. Graphic Design

Make sure your team includes graphic designers who are well-versed in consumer psychology so they can design packaging that pops on the shelf, influences brand perception, and drives sales.

It’s also important to give your design team the tools they need. Popular packaging design software includes Adobe Illustrator, InDesign, Photoshop, and Esko Studio. Keep in mind that your packaging partner can assist with design recommendations to ensure printability and manufacturability to ensure your product is print-ready.

3. Engineering

Work with your packaging partner to understand how to design packaging that:

• Protects products and is compatible with the product type (for example, refrigerated products require moisture barriers)
• Is reclosable or tamper evident
• Simplifies product filling
• Meets shipping and retail shelf requirements

4. Sourcing

Understand which materials and finishes make great packaging, then identify printing and manufacturing partners who have the capabilities needed to bring packaging from concept to reality.

A strategic packaging partner can help you navigate myriad options and determine which are best for each unique project.

5. Management

Create a packaging workflow and manage it for your clients. This is a great way to stand out from competitors and earn high praise (and good reviews). Your workflow might consist of:

• Concept
• Design and engineering
• Material selection
• Mockups
• Testing (vibration, drop, compression, and accelerated aging – ask your packaging partner for a testing lab recommendation)
• Revisions
• Printing
• Production
• Shipping

Lean on a Strategic Supplier

Establish a relationship with a strategic packaging partner. Get your partner involved early so they can help identify opportunities and prevent costly mistakes. A strategic partner lends marketing strength and can bring your innovations to life with unique shapes, sizes, die-cuts, and finishes for packaging that meets – and exceeds – your clients’ expectations, ensuring long-term success for your packaging program.