The packaging is considered one of the most important factors affecting consumer behavior, and about a third of consumers make the purchase decision based on the shape of the packaging and packaging, especially in saturated markets where competition intensifies. The shape of the packaging and how it is packaged becomes the decisive factor in whether the consumer will buy the product or not.

When writing marketing phrases on the packaging, several factors should be taken into account: 

  • The marketing phrase should represent the product in the best possible way.
  • It should be aligned with the overall brand goals.
  • You have to be an effective agent in retailing product shelving.

Putting vague or unclear marketing ads that may negatively affect sales and inaccurate or wrong terms that may have serious consequences for the product and the brand’s reputation.

To help you choose the best marketing phrases, here is a summary of their types and how to test their effectiveness for your product.

Understand marketing phrases.

Simply put, marketing phrases define why a consumer should buy your product, they should be concise and concrete and differentiate your product from the competitors Marketing phrases fall into three main sections: 

Type of “Category driver

It is based on explaining the product feature or consumer need specific to the entire product category or type and is usually used by industry leaders or dominant products in that category (such as Clorox in the chlorine industry or Windex in the glass cleaners category) and may also be used to introduce the consumer to a new or unique product. Its type and help him to understand the nature of the product and why he needs it

Differentiation

It  is used to distinguish the product from competitors of the same category and how it solves a specific problem or need of the consumer, for example (jallad garbage bags). We all need garbage bags, as their primary function is known, so Jallad puts you a simple and clear list of what distinguishes it from competitors

Contextual phrases:

Instead of focusing on the nature of the product and what it does and what it is, these phrases focus on how to work, in any place and at any time of the year, and these phrases are often linked to specific events or seasons of the year and focus on exploiting that in marketing the product, (for example PepsiCo and Coca-Cola during the World Cup or Ramadan). This type of phrase is usually temporary but effective if used well.

Identify the most successful strengths of your product

Your marketing phrases should be tangible and based on a real need of the consumer. Therefore, the ideal place to start is to research your customer base. Is there a specific part or feature of your product that consumers love? Or is there a common misunderstanding or confusion about your product that you can correct? It is important that you understand exactly why the consumer is buying your product. Is it a basic product such as bread, for example, or milk, so the focus is on the health worker and is free of harmful substances, or a non-essential product such as sweets, where the focus is on the taste, for example.

You should also collect data about the users themselves, from what age group? From any country? …etc. This information will be of great use in how you communicate your message to the consumer. The next step is to take an analytical look at the competitors and their products and marketing phrases. Are there similarities of your product and your phrases? Is there a way to measure their claims? If you find a way to measure and prove the superiority of your product, you have already won that round of the race.

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