{"id":7716,"date":"2025-06-17T03:30:00","date_gmt":"2025-06-17T07:30:00","guid":{"rendered":"https:\/\/www.packagingindustrynews.com\/?p=7716"},"modified":"2025-06-17T03:30:00","modified_gmt":"2025-06-17T07:30:00","slug":"how-to-use-custom-packaging-as-a-marketing-tool","status":"publish","type":"post","link":"https:\/\/www.packagingindustrynews.com\/?p=7716","title":{"rendered":"How to Use Custom Packaging as a Marketing Tool"},"content":{"rendered":"


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While packaging is often viewed as a business consumable, custom packaging can be a great marketing tool to showcase your brand, your values and key messages\u2026<\/strong><\/h2>\n

Effectively leveraging marketing channels can help a business generate sales and leads. In this day and age, many businesses focus on digital channels \u2013 like web, SEO, PPC and social media. And while online marketing strategies do a lot of heavy lifting, offline channels shouldn\u2019t be overlooked. Traditionally, when you think offline, you think press or outdoor campaigns, but have you ever considered packaging?<\/p>\n

The packaging your business uses is often the most significant piece of self-owned media in your marketing arsenal. Are you making the most of it?<\/p>\n

In this article, we\u2019ll consider how packaging can go beyond transporting goods from A to B, review the marketing opportunity the unboxing experience presents and a whole host of ways you can use custom packaging as marketing tool.<\/p>\n

Measuring the marketing impact of custom packaging<\/strong><\/h2>\n
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Packaging \u2013 more than just a container<\/strong><\/h2>\n

We\u2019ve all been there \u2013 that feeling when you\u2019ve been shopping online and you finally get the \u201cOut for Delivery\u201d update. Waiting for your purchases builds anticipation. But how do you feel when it arrives?<\/p>\n

Packaging isn\u2019t just a box or a bag \u2013 it\u2019s the\u00a0first physical touchpoint\u00a0of your brand. It creates a lasting first impression and if it\u2019s a disappointing one, or the packaging hasn\u2019t done its job properly, and an item is damaged, it can be an impression that puts a consumer off ordering again.<\/p>\n

At Macfarlane, our yearly Unboxing Survey<\/a>\u00a0highlights that a positive unboxing experience, which includes branded custom packaging, can encourage your customers to buy again. With this in mind, it\u2019s important to make your packaging count.<\/p>\n

Branding begins at the box<\/strong><\/h2>\n

Making use of custom packaging, be it a box, bag or reusable container, presents an opportunity for you to reflect your brand identity. From colours, fonts and tone of voice used in on-packaging print \u2013 your packaging can speak volumes about who you are as a business.<\/p>\n

It can also help extend your brand consistency. It begins with a consumer Googling for product through to landing on your website, then items being delivered to the door safely and then finally, the primary product packaging itself \u2013 how do you want to make your customers feel?<\/p>\n

Take the packaging Apple uses \u2013 its minimalised boxes reflect its sleek, high-end image. You can achieve this too \u2013 through both your shipment packaging and your primary packaging.<\/p>\n

Unboxing as a marketing opportunity<\/strong><\/h2>\n

Not only can packaging reflect your brand, it\u2019s also a great marketing opportunity. The online unboxing phenomenon shows no signs of slowing down. There are millions of videos across YouTube, Instagram and TikTok.<\/p>\n

Share-worthy packaging can help you generate organic, user-generated content (UGC). This can be a valuable tool, expanding your audience reach and influencing sales. As mentioned, our own research shows that a positive experience can encourage repeat purchases for 56% of UK consumers.<\/p>\n

In addition, special limited-edition packaging can be used for PR packs, which are often posted to millions of influencer followers, creating even more buzz about your brand and up-coming product launches. You can also encourage customers to post about their unboxing experiences. A great example comes from Beauty Pie, who use a \u201cPost your pie\u201d note in ever pack, that encourages the use of a relevant hashtag.<\/p>\n

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Packaging as a branding and storytelling tool<\/strong><\/h2>\n

Depending on your brand\u2019s story, you could leverage packaging as a storytelling tool. For example, if you\u2019re an ethical coffee brand, you could print farm locations or grower stories inside your packaging.<\/p>\n

Making use of QR codes on packaging enables you to link to brand videos, values or behind-the-scenes content that demonstrates what your brand is about.<\/p>\n

Connected packaging that offers augmented reality, could take storytelling a step further, immersing your customers in games or experiences that seamlessly blend the physical and digital.<\/p>\n

Customisation of packaging to cross sell and upsell<\/strong><\/h2>\n

Printed packaging or making use of custom inserts can offer cross sell and upsell opportunities alongside other marketing benefits.<\/p>\n

Thank you cards, discount code inserts or referrals can all help you boost your reach and sales. You can also use inserts to cross-promote other relevant products, depending on the purchases made.<\/p>\n

You could also offer educational content \u2013 such as styling tips if you\u2019re a haircare brand \u2013 to increase engagement.<\/p>\n

To really make this impactful, handwritten notes or personalised printing can demonstrate your brand goes an extra mile for customers, encouraging brand loyalty.<\/p>\n

Leveraging packaging for sustainability messaging<\/strong><\/h2>\n

Your packaging reflects your brand \u2013 if you\u2019re all about sustainability, your packaging can demonstrate this.<\/p>\n

Custom eco-friendly packaging can highlight your commitment, which will appeal to your customers. Our unboxing research backs this up too, almost 20% of consumers won\u2019t buy from brands who use packaging that isn\u2019t viewed as sustainable.<\/p>\n

If sustainability is important to you, call attention to:<\/p>\n