To stimulate consumer and shopper response to cause marketing, brand owners are increasingly turning to package design writes Doaa bin Thabit, Contributing Editor, Packaging MEA
Do good to do well” is becoming the motto for a growing number of consumer-packaged goods companies and the way that businesses express their social responsibility. Thus, cause-related marketing campaigns continue to play a strong role in companies’ business strategies, with packaging providing an essential communications vehicle for many of the initiatives.
Ninety four percent of consumers surveyed across 10 countries indicated they were likely to switch brands to one that supports a cause if both brands were similar in price and quality. Cause packaging benefits also includes attracting new customers, reaching niche markets, increasing product sales, and building positive brand identity.
To stimulate consumer and shopper response to cause marketing, brand owners are increasingly turning to package design. One way cause-related marketing can be supported is with special edition packaging, to show how you take social responsibility seriously, boost your brand image, and make customers feel like they are contributing to the cause. Not only does this help raise awareness of a particular cause, but it can also help you increase loyalty from existing customers.
In your custom packaging design, make sure to be clear about the cause. If a portion of the proceeds from the product goes toward funding for a particular cause, be sure to notify customers on the packaging. This can help build brand loyalty, especially if it’s a cause your target audience is already invested in. A study shows 90 % of consumers want companies to tell them the ways they are supporting causes. The design of a cause-related package will help inform and remind consumers what they are doing to help others.
Experts recommended that managers select a major cause that inspires passion in their company and target audience, preferably one the company is already supporting. The ideal scenario is one where the charity partner has a large potential following, the product has a good chemistry with the cause and incentive is straight forward and easy to understand.