Offline: The Secret to Powerful Product Packaging with Lindsay Quan (episode 152)

by April Buencamino-dy

Packaging is a phenomenal customer retention tool – when done right. Find out more from today’s guest, Lindsay Quan, Creative Director and Founder of Looq Design, about how this can even be a customer acquisition channel. She has been helping brands with strategic design since 2001, and knows the powers of a true brand experience.

Lindsay Quan Looq Design Offline Marketing

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Pay Attention to Your Packaging

Because you have to do it anyway, make sure your packaging works for you.

It’s a constant physical reminder of your brand, but it’s an underutilized form of marketing. And because your packaging will involve the use of more senses, it will leave a more lasting impression on customers.

This is why it’s high time brands made the most of their packaging.

Maximising Your Packaging

Lindsay says the biggest objection she gets about product packaging is that there’s not enough space. However, she explains that it’s not just about one part of the packaging but making all of the different pieces work together. 

There’s the actual primary packaging, which could be your jar or your bottle. Its purpose is to remind the customer about your brand. There’s also the secondary packaging, which could be the box your product comes in. A big tip from Lindsay is that the inside of the box is a great place for more messaging.

So think about everything you want to say and where it makes sense to place it in your packaging to increase its impact.

Working with Space Constraints

For Lindsay, working with a small amount of space is a way to really think about what you’re doing. It forces you to think about what’s most important for your customers to know.

Practicing how you can be concise with your messaging will help you gain clarity on what you really want to say about your product to your customer.

More Packaging Tips

Depending on the product, you can use inserts or leaflets to add more information about the item. Lindsay mentions that the best case for a leaflet is when multiple languages are used. If inserts are not possible or doable, use QR codes instead.

As with anything, knowing your customer and how they’ll respond will help you decide what to use for and in your packaging.

Your Most Intimate Form of Marketing

Product packaging is the most intimate form of marketing you will do.

When your customer has your product in its packaging in their hands, you have their undivided attention. That point is going to determine if they purchase again and tell other people about your product, so don’t make your packaging an afterthought. Pay attention to it and make sure it works.

Insider Tips

If we’ve inspired someone to take their first step with offline marketing – what do they need to know to give themselves the best chance of success?

First, stay ahead and think through what products you’re going to create, and have a visual system for what you’re going to make down the line.

Second, quick reads for skincare products are also something to think about. Give your customers quick and easy-to-read icons or instructions, and they’re going to love you for it.

Lastly, remember that custom printing isn’t the same as custom packaging. This is something that most newbies get confused by.

Once you’ve started of course you’ve got to ‘keep optimising’! So what’s your favourite way to improve offline marketing performance?

Inserts are the most cost-effective way to talk about your brand, so use them.

It’s the least utilized part of a boxed product right now, so more retailers should really get into using inserts.

If someone listening wants to learn more about offline marketing is there one cheap/free resource you’d recommend?

  • Dieline, which will give you inspiration for packaging and will keep you thinking about sustainability.
  • Customer Obsession, Looq Design’s weekly email series that gives tips on how businesses can make more money by increasing repeat purchases.

Crystal ball time – what’s coming up in the next 6-12 months that we should be getting ready for in offline marketing?

It’s time to think about your limited-edition and holiday packaging. As early as now, start planning for the holidays. Make your packaging more giftable so you can increase your sales.

Interview Links

Lindsay on Social media:

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