- December 13, 2017
The power of product branding can completely transform the marketing efforts of a business. For many businesses the packaging of products is as important as the product itself. Sometimes it’s the first opportunity to communicate to a customer. The most successful businesses use custom branded packaging to promote a lifestyle or create an emotional connection with a product.
One such company that has nailed this is Harley Davidson, who needs little introduction. It could be argued that there is nothing louder than a Harley Davidson motorbike and nothing prouder than someone riding one.
Now, you're probably thinking that the Harley brand must be the product of a very costly marketing team and highly expensive media campaign over a number of years?
Think again. It is true that the company is over 100 years old, but that hasn't been without it's bumps in the road, namely its association with terrifying biker gangs. In reality, for the last 4 years running, Harley Davidson has spent just 15% of it's marketing budget on traditional media.
Identify your audience
Here’s the thing, Harley Davidson isn’t selling motorbikes, they’re selling a lifestyle, an emotional attachment to the freeing and liberating experience of an open road. That’s what they’re marketing to. Bike sales are the byproduct.
John Russell, former MD of Harley Davidson Europe, once said:
“Harley Davidson sells to 43-year-old accountants the ability to dress in leather, ride through small towns and have people be afraid of them.”
No mention of engines, brakes, or steering. This is the emotional connection that the company nurtures. The very idea of Harley Davidson, its riders and community transcends way beyond the concept of an automotive manufacturer.
It’s important to recognise who are your customers and ask yourself who you are marketing to? Know their identity and embrace it, represent them and define them through your brand and your packaging.
Make your mark
Once you’ve identified your customer, you can focus your efforts on being noticed. Harley riders know that you don’t just ride a Harley Davidson, you need to dress the part as well, and naturally, only Harley leathers would do. You don’t need to own or even ride a bike to wear a jacket, fashion is open to anyone.
In this way, the brand became iconic.
Consumers form a community and loyalty soon follows. Harley riders embrace the culture as their way of life with wearers of their clothes turning into brand-advocates. How many companies can claim as many branded tattoos as Harley Davidson? If you make your mark, so will your customers.
Find a stage
A captive audience is great. A loyal following is even better. A passionate fan-base who spread their experiences by word-of- mouth, is the pinnacle of brand strength. In order to get to this stage your followers need to have a platform from which to shout to the masses and sing your praises. Harley Davidson recognised this and wanted to channel all the adulation and enjoyment of the Harley lifestyle. In doing so they created the Harley Owners Group (H.O.G.), connecting customers and expanding the network.
In order to fuel the effects of the platform and inspire greater loyalty, the H.O.G. is free to join for the first year and members are offered special promotions.
Crowd source your ideasHarley Davidson has built such a strong following and trusts their fan-base so much so that they invite their customers to share and create their own stories via a "Fan Machine" app on the company's Facebook page. This is how they source their creative ideas, and by doing so, they have eradicated the need for a lead agency. What's more, the customers couldn't be happier that they can engage with the brand on such a direct and personal level.
Harley does use agencies for media and digital projects, but continues to rely on customers for creative ad ideas. As a result the company actually invests less than a million dollars on advertising each year.
Invest in your marketing
Harley Davidson realised that if they focus on their brand and their customers then new business leads would be generated organically. They would also be high quality and founded on a taste for kinsmanship, community, and becoming a feared 43-year- old accountant.
It’s all about understanding the full value of a lifetime customer. Imagine you run a business where the lifetime customer value is £15,000 then you could buy a lead for £4,500.
The cost of the lead might seem high, but you still make lots of money. That’s the mentality of marketing as an investment, not an expense. Teaching yourself to make this shift will help you to evaluate the high return that your investment could achieve.
Remember, the Harley Owners Group is free to join for the first year, so consider the cost of running this self-sustaining network against the potential revenue in motorbike sales. Consider also the cost of producing Harley Davidson leather jackets and associated apparel – a sellable product and a marketing tool.
Get in touch today to find out how could you invest in your marketing to make your brand and packaging work harder for you, for less.
Want to invest in your brand’s packaging? Contact us today for friendly and expert advice.
- November 30, 2017
Amazon just can’t seem to get their packaging quite right, and it’s no wonder really, with over 480 million different products to pack and an average of over 608 million packages to ship each year . . .
Although a very active organisation in trying to improve their carbon foot print, the retail giant has come under fire in recent years for packing small items in needlessly large boxes, but now the tables have turned, they are in the spotlight in the run up to this Christmas for using too little packaging!
Amazon work with manufacturers to box products in Certified "Frustration-Free Packaging", which reduces the overall amount of packing material used. Amazon have claimed that their sustainable packaging initiatives have, to date, eliminated 181,000 tons of packaging material and 307 million shipping boxes, which is pretty remarkable.
However, Amazon’s packaging approach, seems to have caused quite a stir and they have come under fire on social media for not using enough or in some cases, any packaging at all. Christmas presents are not being delivered in the usual brown Amazon box, but instead with just a delivery note attached to the original manufacturers packaging. It has been reported that one customer was ‘absolutely fuming’ after the person who was meant to receive the item as a present, saw what it was upon delivery. She then went on to accuse the company of ‘ruining Christmas”. It seems this lady is not alone, as we see images of Amazon’s lack of packaging shared across social media.
On Amazon’s website they state that their certified Frustration-Free Packages are recyclable and come without excess packaging materials. The product inside is the same, and everything included in the Certified Frustration-Free Packaging is what would have been in the original, manufacturer's packaging.
The website also states that these packages are usually dispatched directly to the consumer, in the original packaging, and to keep the contents of the packaging a surprise, a gift option can be selected during the checkout.
We understand Amazon’s struggle, as will many product manufacturers and online retailers. If you need help to streamline your packaging, please get in touch with us. We will be happy to visit or call you for a full packaging consultation.
- November 08, 2017
Why our BRC
Accreditation is a crucial element of our service
BRC, which stands for British Retail Consortium, is the number
one global market leading GFSI (Global Food Safety Initiative) scheme. Our BRC
Accreditation allows us to store food & non-food grade packaging and
stationery items destined for restaurants, food retailers, hotels or any other
business that handles food, or where products come in to contact with food.
This accreditation means that we follow strict working
guidelines to ensure the supply chain meets industry standards and that our
products are manufactured to industry quality standards and are stored in a
clean controlled environment.
Why BRC is important
to us ……………..
- BRC is a mark of good working practice
- All products manufactured by Packaging Supplies are
subjected to vigorous quality checks
- Every item that is manufactured, stored and
distributed by Packaging Supplies has full traceability
Why BRC is important
to our customers……………
- Customer are assured that their goods are
manufactured to European Environmental Standards
- Products are stored in secure and hygienic
- Products are handled and distributed with full
Our customers are safe in the knowledge that they are
dealing with a business that reaches high levels of competence, in all critical
View our certificate here
- September 14, 2016
big packaging mistakes that will see failure in the Peak season
It sounds incredibly sad however the peak
season, the lead up to Christmas will be soon upon us. Within this period
planning and forecasting is everything. Which is why you need to start now.
Failure to Plan: We think this is a very
good place to start, plan exactly what is required for the packaging of each
product. Before the busy season starts you should know exactly the average time
that it takes to pack each product, once you know this you can experiment with
packaging machines or other packing equipment to decide whether this will
assist in speeding up this process. This will then give you valued information
for the forecasting for the dispatching of orders and lead times of future orders.
See our Packaging Machines here.
Understanding your demand: This goes
hand in hand with planning, this is somewhere where even the largest of large
companies can come unstuck. Review you figures from the same quarter the
previous year with any expectations of growth or reductions this will help to
give you an understanding of what will be required.
3. Innovate where possible: The
Packaging Industry is so large, whether you are a
manufacturer, importer or have an online presence there will be a requirement
for packaging in some form. However,
there are very few packaging companies out there that are actually innovating.
The biggest reason for this is that it is cheaper to have a one size fit all
packaging. Take Korrvu packaging for example, we have standard sizes to fit
phones, iPad’s and many other products. We work hard to develop our online
range, so you know exactly what is out there, a snapshot into new products.
4. Be smart and respectful about
Packaging: The biggest mistake that is being made
at the moment is that packaging is only being considered within companies for
just their own benefit i.e. the one size fits all situations. The largest
retailer in the world has been guilty of this, Amazon are under more pressure
to reduce their packaging size and waste. How can you be respectful to
packaging? The respect comes when considering if the packaging is the right
size for the product and how easy it is for your customer to discard the
packaging. We have all been there trying to stuff empty pizza boxes into bins,
it isn’t enjoyable.
5. Be prepared for all
Outcomes: This is where Packaging Supplies comes
into its own. You need to see our warehouse as an extension of your own. Stock
and call off is so essential at this point once we have it in stock, we can dispatch
it to you on a next day delivery basis (on orders received before 3pm). It gets
even easier with your own customer log in, giving you instant stock checks and an
online ordering platform through the back office of our website.
5 mistakes are just the beginning, with over 35 years in business in this
industry we can help to save you time and money. So please feel free to catch up with one of
our friendly team today on 01491834000.
We have made huge price reductions across our entire range of Featherpost Mailers. These bubble lined envelopes are strong, lightweight, water resistant mailers, suitable for posting all kinds of items. They can be used for jewellery, electrical components, CD's or other small to medium sized products. An essential for any postal packaging, look no further for very competitive pricing
- November 05, 2015
Some simple Techniques to really make your
With growing customer power on social media, giving them a
platform for online review and the increase level of customer choice out there.
The companies that are the most successful in retaining
customers through brand loyalty simply don’t just offer what the customer want, they go beyond customer
expectation and really make their brand tick.
You might be asking how this relates to packaging.
We believe this is a list all companies should look to tick
to reinforce brand loyalty through packaging.
1, Make sure the
product is delivered in one piece! Nothing more frustrating than waiting
for a parcel to arrive and finding it turns up damaged. It may be the courier
company’s fault, but this will result in a negative effect towards your brand.
2, Don’t Over pack
– With growing pressure for companies to be environmentally conscientious this
is an area where companies can let themselves down. This combined with
frustration of being left with the headache of having to dispose of loads of
3, Make sure your
product is assessable – Having packaging that is hard to open is a thing of
the past. Designs that include tear strips on the box are a simple solution to
this problem, which have no adverse effect on the protection of the product.
4, Branding isn’t
just effective on the outside – Not every company want branding on the
outside of their packaging due to postal security issues, if it is a high value
product. So why not reinforce your brand image with print on the inside of the
packaging. This is a key area where companies can go past the expectations of their
5, Offer returnable
packaging – Linking nicely to our first point, when a product is damaged or
the wrong size. Take the initiative, providing returnable packaging. Solving this annoying inconvenience for the
We believe that when this list is considered, it shows that companies
are constantly seeking out problems that their customers are experiencing and
coming up with solutions. This goes
a long way to reinforcing your brand and making sure the customer gets the
experience they expect and deserve.
Having worked with a wide range of companies, coming up with
these sorts of solutions for over 35 years. We would like to hear from you so
we can help your company, if you are
just starting out or been trading for years it makes no difference to us.
- October 29, 2015
"Packaging Supplies have a passion to enhance customer perception of products over a varied and large range of industries. To achieve this we focus our effort on three priorities, innovative design, product protection advice and adding perceived customer value. Aspiring to offer the complete packaging experience" (2015)
Packaging supplies thought it was time to update our mission statement, we believe this update best states who we help, how we do it and what our aims are for the future.
Click here for more information on Bespoke Packaging
- September 02, 2015
A new line of Black Polypropylene Hand Strapping has been added to our stock line. Order today for Free Fast Delivery on all orders over £50.
You can also buy all your Strapping Tools and Dispensers online or by contacting Packaging Supplies.
- August 13, 2015
Did you know that Packaging Supplies now over FREE delivery on online orders over £50?
Visit our online shop for a complete range of Packaging Supplies including a vast range of Cardboard Boxes, Bags, Postal & Mailing, Protective Packaging, Pallets, Polythene, Voidfill, Heat Sealers, Glue Guns, Stretch Wrap, Strapping, Machinery, Despensers & Accessories
Packaging Supplies have a new range of battery powered Friction Weld Tools available to buy online.
Each of the Friction Weld tools available come complete with battery and charger and additional spare batteries can also be purchased.
Friction Weld Tools are for use with both polypropylene (PP) and polyester (PET) strapping. The battery powered tools will tension, seal and cut your PP or PET strapping with minimal effort.
Friction Weld Tools can be pre-programmed and there are semi-automatic or fully automatic models.
Friction Weld Tools will make light work of safely strapping Boxes, Pallets, Bales and Crates.
To find out more information on our range of battery powered Friction Weld tools, please get in touch with us.
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