Marketing agencies that offer packaging services can differentiate themselves from other agencies – but that’s not enough. You also must convince clients that your packaging services are better than other agencies’ packaging services and that you’re the best option for their unique needs. Here’s how to win marketing agency clients by differentiating your packaging services.
1. Niche Packaging Design
While many agencies serve all different types of clients and take on every project, you can differentiate yourself by catering to specific niches. As the saying goes, the riches are in the niches.
For example, you can offer packaging solutions tailored to:
- Boutique retail products
- Large corporations
- Jewelry
- Electronics
- Cannabis
- Healthcare
- Industrial
- Sustainability (to help companies meet their eco-friendly agendas)
Think about it from a client’s perspective. If two agencies were vying for your business, and one catered exclusively to your market, which would you choose?
2. Share Branding Expertise
Convince clients your agency can help them land more sales by leveraging your brand expertise with packaging.
Consumer psychology
You can show clients how consumer psychology plays a major role in packaging decisions, as 72% of people buy because of packaging. Explain that packaging shouldn’t be an afterthought, but part of the concept and messaging, going hand-in-hand with product development.
Packaging’s multiple roles
Packaging isn’t just for storage and transport. Show clients how important packaging is for product presentation and the impact it has on first impressions. Packaging is an extension of their brands and communicates through storytelling. It’s also vital to protect products from breakage and tampering.
Creative packaging innovations
Impress clients with creative packaging innovations that help their products stand out and earn sales. While some packaging companies try to squeeze clients into existing die-lines, you can choose a supplier that embraces customization to create truly unique, one-of-a-kind packaging. For example, we recently designed a flower top box that gave our client’s product a striking retail display.
Leverage your packaging know-how to convince clients your agency can bring their brand to life. After all, a $10,000 piece of jewelry shouldn’t come in packaging that looks cheap, so explain why it’s crucial that their packaging is on-brand. Considerations include:
- Shape and size
- Material and finish
- Tactile sensations
- Custom closures
- Embossing
- Windows
It’s also important to consider how products will display in retail environments. Do your clients want a large package that takes up a lot of shelf space or smaller, stackable packages that fit tighter spaces? You can help clients build the right packaging for their retail displays.
3. Solve Customer Pain Points
Another way to win marketing agency clients with packaging services is to identify customer pain points and solve them. Common pain points you can address include:
Client and end user frustrations
- Develop packaging that makes product filling easy, efficient, and cost-effective
- If packaging is being hand-filled, instead of a snap lock on the bottom, use an auto bottom for much easier assembly
- Make packaging easy for customers to open, as no one wants to use scissors to get to their products
- If the project calls for it, also consider how to make packaging reclosable or tamper-evident
Cost-effective packaging
- Clients are justifiably concerned about costs, so you can propose packaging solutions that lower costs and boost ROI
- For example, we helped a brand save significantly by adding windows to their boxes. The customer had 5 SKUs and needed 1,000 boxes for each
- Instead of making 5 unique packages, however, we proposed they made one package with a window that revealed the unique products inside. The client got a much better price break with a single 5,000-quantity project versus five versions at 1,000 quantities each
In-house packaging
- Ask clients how they’ll insert products to identify ways to solve in-house packaging issues
- For example, a brewery needed to package 12-pack cans but didn’t have the gluing capability to close the cartons
- We helped by developing a unique closure that snapped together. The custom packaging helped the carton stand out and eliminated a production step, saving the client money
Sustainability
- Many clients are uncertain how to develop eco-friendly packaging, which is more important than ever to businesses and consumers
- You can help by working with a supplier that follows eco-friendly production processes, has in-house recycling, and has recycling partnerships
- In addition, you can help clients develop eco-friendly packaging made from recyclable materials such as Solid Bleached Sulfate (SBS), Coated Natural Kraft (CNK), and Coated Recycled Board (CRB)
4. Educate Clients
Create your own marketing materials to educate clients on the value of packaging, why it’s important, and what matters. For example, your website, brochures, emails, and social posts can:
- Explain how packaging design, materials, and quality are extensions of client branding
- Discuss the importance of the unboxing experience and how it impacts customer perception
- Promote how packaging can have a second life if it’s reusable or repurposed after the initial purchase. For example, a well-designed package can serve as a storage and display piece, continually reinforcing the brand every day
- Show clients how beautiful packaging makes products highly giftable, as if the recipients are opening a present on a holiday
- Detail how to package responsibly to meet corporate sustainability objectives
5. Showcase Your Services
Show your clients what you can do for them and how you can be a one-stop shop for all their marketing needs, including packaging design, printing, and production. This simplifies the process for clients and ensures a cohesive experience, making your agency uniquely qualified to bring their vision to life.
You can promote your packaging services by:
- Creating a packaging portfolio and posting it on your website
- Printing and distributing packaging flyers and brochures
- Attending industry events to showcase your packaging in person
You don’t need to have years of packaging experience to win clients with packaging services. Lean on a strategic supplier who will work with you to develop innovative, creative solutions that wow your clients and ensure project success.
