I just took a stroll down the aisles at my local warehouse club BJs' this week and was amazed by the number of pink packages I saw. Definitely a considerable increase over the number of pink products in recent years. And a whole new range of products too, not just those associated with women.
I know that October is National Breast Cancer Awareness month but I found myself wondering do these marketing campaigns really work? Packaging a product for a cause or "cause Marketing "was used by CPG companies for some time. As the battle for brand marketing and expansion of market share from its logic and see" social marketing "for more options.
Personally, I'm pretty in pink, so I am naturally attracted to the product in this color, especially if clothing adult woman (me). We all recognize the pink ribbon has become a standard in the race for the Cure. Today, the breast cancer is the most popular femalequestions used in "cause marketing, and therefore the packaging. He is closely identified with M2W, 80 +% purchaser and decision maker of all categories of consumer goods, and of course that the company Think Pink products, it is evident that the female audience. But he pink packaging really effective?
Yoplait has launched one of the first pink ribbon campaign for the purchase and Retuning yogurt lids with the pink ribbon on it. I am sure his work for themexpenditure because the campaign has lasted several years (obviously with a value of advertising also has helped a lot). One of the reasons she is so successful because of its simplicity. He appeals to the right target demographic is a popular product and the willingness of consumers to easily wash a couple of blankets and sent in the envelope.
But what if you have a product like the others? You can enjoy the container has increased during the month of October? Return for a moment and ask yourselfpink packaging, because you think the trade to boost sales? That supports research on breast cancer means that you and your brand? Here's how to integrate and adapt to their testimony at the time of breast cancer?
The connection does not make sense when you expect your client to connect. "Are you in clear and simple about it? Ask their clients to do too much to get there? Finally, do you understand howDonate to the cause, if someone buy your product?
With the economic slowdown is responsible for checking people are really what they are buying more clearly you for their purchase. If you support the cause to consider buying the best equation. Consumers May be tempted to buy your product as a cheaper way to charity donations instead of writing a check to their favorite charity. Therefore, it is clear thatincentive works in their favor.
If consumers are forced to make a purchase your products packaged in pink to support the case, packaging and marketing issues are here to stay. The question is whether it's worth to you to support these efforts. Your client, ultimate decision maker, look at your company in a favorable light or be turned off because they think that they must make a quick profit, only because the popular initiative at this time?So think pink packaging or not, make sure you understand how to use packaging and why pink packaging can be a very effective way to affect the results.
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