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Get Stimulated...
Lots of competition. Lots of brands and choices. With few exceptions retailers aren't looking for another brand of bottled water, salsa, or BBQ sauce to put on their crowded shelves. Unless of course there is a consumer need or opportunity. Fulfilling that need and providing a real benefit is what turns your product into a viable brand. To be sure, that means quality has to be in the package. If not, forget about repeat sales, which amount to approximately 80% of your revenues. Now, assuming you do have the quality how do you get consumers into your brand? How do you stimulate trial?
...Effectively and Quickly
Unless you have a big promotional budget (for advertising, demos, etc.) your packaging will have to work overtime for your brand to get noticed. That's important since consumer impulse buying accounts for about 40 percent of all supermarket purchases. On a crowded shelf having the right package, label, look and image can be the deciding difference between success and failure. Remember, you're competing against established brands...planned purchases. Your brand has to entice effectively and quickly. Very quickly, since the average grocery buying decision is made in about three seconds!
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- Identify the brand clearly
- Make immediate impact
- Stand out vs. competition
- Connect with the target
- Invite trial
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