Packaging: A Cause for Profit

As it turns out many new companies are jumping on the “cause marketing” bandwagon in conjunction with National Breast Cancer Awareness Month.

Right now breast cancer is the most popular cause used at market because it is October and it can be closely identified with marketing to women. (80% purchaser and decision maker.)

So companies are thinking it’s a win-win to both audiences. Yoplait has been supporting breast cancer for a number of years. It is important to recognize the fact that not all women are swayed by supporting a cause in their purchasing decision. It’s more complicated than just slapping a new (pink) label on the package.

A recent example of campaigns that are working include: Campbell Soup which made some tremendous profits with their changed design of their red and white cans to pink with ribbons in support of the National Breast Cancer Awareness Month, an initiative that has resulted in the doubling of its sales to its biggest retailer.

There are lots of “limited” edition products being introduced in hope that you will be swayed into purchasing them in support of a good cause. In fact the proliferation of “pink” products since last year is quite amazing. Even NASCAR is getting in on the action. Well, VIVA® Towels debuted a pink race car in the NASCAR Busch Series as part of partnership with the Breast Cancer Research Foundation.

Look at this extended group of product offerings from The Republic of Tea =>

I’m not sure how much they are donating but what a great range of “cause marketing” packaging. You can capitalize through product packaging on other causes too. In fact you can create ongoing cause marketing campaigns throughout the year with a little creative license.

But be sure and consider this: There are two sides to this issue custom mods vape : companies that really believe in supporting the cause for which they are endorsing and developing pink products AND companies that are just using a cause as a marketing gimmick to sell more product. Many people question the amount of money that is actually donated. Is it insignificant compared to the profits made during a special cause marketing campaign? I think the issue revolves around the words “a portion of the profits” and that varies from company to company.

But whatever your opinion — whether you are induced to make a purchase or to support a cause — packaging for cause marketing is here to stay. The question is can you make it profitable for your company to support this endeavor. Will your customer, the ultimate decision maker, look at your company in a favorable light or be turned off because they think you are out there to make a quick buck?

Don’t wait until it’s too late. Make packaging your first thought–not your last.

I get hundreds of inquiries a month asking how to package products. Most of the time, they are in crisis mode because they did not think about the package until crunch time. I just got a call from an entrepreneur whose packaging was a disaster. She never thought about the role packaging plays in her product’s success until her retailer said “NO WAY” to her product packaging. She had to start over. As a result, she lost a great deal of money in the process.

To help others learn that lesson before it is too late, I have come up with a basic workshop offering education on packaging products to sell. Whether you are an entrepreneur, inventor, work from home mom, or a small business person with an idea or product it is imperative to understand the role packaging plays in a successful product launch. Packaging 101…it is simple and offers the basics of what you need to know.



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