A Lesson from Product Packaging Marketing
As you are undoubtedly aware, and have heard over and over again when it comes to marketing your institution, we are selling an intangible service rather than a product. But there are some interesting lessons to be learned and ideas to be gleaned from the packaged goods industry.
Below are a series of questions that product marketers are recommended to ask about their current or future packaging. In many cases, many of these queries can be used when considering how colleges and universities present their brand through various mediums to their publics.
So even though institutional branding isn’t about cereal boxes, have a look and see how easily translatable these ideas* are to the higher education realm:
- When potential purchasers are shopping the category, do they see you? What brand or brands are most visible?
- In the blink of an eye, what can they learn about your product? What do they sense about your brand?
- Once drawn to look at your package, what are the main attributes/benefits expected from your product? Does the package communicate the intended positioning?
- Is the package easy to read? Is it too cluttered? Does it clearly convey the contents/components that are included?
- Is the principal display panel compelling enough to encourage consumers to pick up the package? Will they be motivated to read other panels to find other information that is important to them?
- Does the principal display panel differentiate your product from those of competitors? Are the perceived differences important, compelling, and believable?
- Does the packaging make it easy for shoppers to differentiate among your own alternatives (sizes, flavors, features, etc.)? Is it easy for consumers to see that you, in fact, offer alternatives?
- What image does the package foster about your brand and/or the types of people who might use it? Does the package imply that this product is “for people like me?”
- Do the physical package structure and materials provide a sufficient view of the product? Will shoppers want/need to open the package in the store to get a better look at the product?
I’d love to hear your thoughts about higher ed “packaging” and whether these represent some of the considerations you make when developing your communication messages and vehicles.
*Questions from Quirks Marketing Research Review (January 2010).
Photo by Darren Hester
