Product, Price, Place, and Promotion are pivotal to the Ps of Marketing. They lay the ‘body’ framework of what a market planning should look like. Packaging is the dress you put on it. It is an integral part of the brand’s identity and facilitates recall easily.
In today’s marketing world, packaging has gained importance. High investments in packaging have been made in the recent times. Design is crucial to set the brand’s tonality. Diving deep into the elements of design and colour psychology, packaging surprisingly also uses the AIDA model. (Refer to my previous blog)
It takes into account how touchpoints to create awareness, generate interest, evoke a desire and motivate into taking an action. A certain colour that resonates with the brand’s values, a font that expresses it’s tonality well, a material that is eco-friendly or durable, a pattern that reflects the nature of the product. Little elements such as these are taken into account before the final pack is designed and implemented.
A logo is one of the most important aspects of the packaging. Placement of the logo is also essential. Humans tend to start looking at a picture from the top left corner. This psychological tip is one of the reasons why most brands try to place their logos on the top right corner. (Source: Marketing Chronicles by Nimesh Dwivedi)
Colour ranks as the top priority in a packet. A bright, coloured packet may not work for medical or sanitary product. A sterile packaging may fail attract youngsters to try your product. Elements that facilitate ease of use, easy open packs, easy storage and portability as also appreciated by consumers who interact physically with on’s product.
Packaging is experience based. It is one the crucial elements in not just establishing a product identity but also creating an overall experience for the consumer, incorporating both touch and feel.
Podcasting is touted as the most disruptive marketing solution. It is the process of recording mostly audio files and releasing them on the internet. Video content is also available to view. Multitasking is the buzzword of these fast times. People like to consume content simultaneously with other tasks. Podcasting is an effective way that lets them do both together.
It is a hands-off, eyes-off approach that fits effectively in a busy routine. Touted to be the next big thing in the world of content, there are no two ways for corporates to capitalize on podcasting. Here’s how businesses can use it to their benefit-
PLANNING: Audiences can listen to podcasts on blogs, websites, and apps using phones and portable Bluetooth speakers. Content can be consumed while taking a walk, a run, or even travelling. Content must be planned in a manner wherein the speaker does not intend to engage or expect a reply from the listeners. It is a passive form of content consumption. Gathering the information comes at the next stage, with your material organized. Further, you must plan the course of your distribution-decide whether it is meant for mass distribution or for limited usage.
Distribution schedules are equally important. Consistency is the most important rule when it comes to success in audience engagement. Inconsistent content production and uploads without a schedule will lead to your audience losing track of your content and presence on the channel .
EXECUTION: When it comes to podcasts, things don’t function like print media. One must make sure that the listener understands the message in one take and does not have to go back and forth. Podcast messaging has to be extremely clear, since the tone is conversational it must not come across as rude or condescending. However, unscripted talks come across as more natural and appealing, it is best to have notes and a script pre-written on hand which helps with easier recording.
DISTRIBUTION: Once you have made a decision about your distribution extent, a well-recorded and edited podcast is ready to go on air. It can be released on a channel, blog, website, and applications. One must pay close attention to reviews and reception of the content.