Packaging- Your other Sales Force

Here’s some advice for all businesses regarding promotional packaging-
As you do with your employees- put goals on your packaging- ie what are the expectations regarding working for your brand & sales increases if a certain packaging is used. What is the ROI? If that issue isn’t even addressed- then why bother!
Packaging has many sides & I believe packaging does factor into the customer’s choice of the product. If the packaging looks interesting- your customer will pick it up and you’re halfway there to a sale. The perfume industry is a great example of this.  

Make everything you do- work for a better bottom line!- your company wouldn’t hire a schlep as a sales rep so don’t use “schleppy” packaging to promote your company!

Here are two other examples of how packaging won the sale-

A few years ago Jhirmack Shampoo products came to me & wanted a sales kit to pitch some of the Southeastern Big Box Stores. We created a kit that looked like a large white bible with Victoria Principal’s (Jhirmack spokesperson) image screened on the front cover. I used taffeta cloth that looked like the gold gilded pages of an expensive book.
The outside of the kit looked like a “must have” that buyers really wanted.
Inside the kit was space for literature on the inside front cover & the inside the back cover had recesses to hold samples of the Jhirmack Shampoo.
The overall presentation of the kit brought Jhirmack many new accounts.

In another case- a food service company was pitching for the contract for Ellis Island’s food catering contract. They had to provide several ring binders that would hold their detailed proposal. We made the ring binders look like old steamer trunks that immigrants used in the turn of the 20th century as they entered New York including the retro look of shipping labels & leather straps that secured the total effect & the contract.

Winning sales for your company requires the best sales force- both as live salespeople and the packaging they purvey.

Al Bagocius
The A & I Consulting Group
Creative Packaging Solutions
Voice Mail: 904.367.9322
e-mail @
LinkedIn @
blog @
“We Package Your Message!”


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