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Tag Archives: packaging

When is the wrapping better than the gift?

Amazon gift cards come in this great metal gift box. Same gift card, much more impressive gift. Bonus for Amazon if the recipient saves the box and thinks about Amazon every time they use it. Presentation and packaging matters when your stuff is just like your competitor’s stuff. Change the game by changing how it’s delivered. […]

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How to turn a problem into a benefit

When they started mass producing yogurt, it was difficult to blend the flavor with the plain yogurt. So they just squirted in the flavor first. Then some marketing genius declared “Fruit on the Bottom!” was a better kind of yogurt. The problem became the main selling feature. Another example: It’s hard to store and deliver furniture […]

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Newsletter: #946: The “Remarkable Wrappers” Issue

[Welcome back to the Damn, I Wish I’d Thought of That! newsletter. This is text of the great issue all of our email subscribers just received. Sign yourself up using the handy form on the right.] You have a fantastic opportunity to make a lasting impression and get people to talk about your company. It’s something you […]

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7 things you’re already doing that could be more remarkable

This is a post from our WordofMouth.org project. Check it out for more great word of mouth marketing tips like this every day. Creating remarkable experiences is one of the best (and most important) parts of a word of mouth marketer’s job. But instead of inventing new ways to reach customers, start by reviewing all […]

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I’m special. And all my neighbors know!

This simple strip of tape says a lot: I’m a special Amazon customer. I get free movies, free shipping, free books, and more. This tape has already started a half-dozen conversations about Amazon prime in my office and neighborhood. And it cost them nothing What can you do with existing packaging to start a word […]

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Instantly impress your newest customer

What’s the opposite of Batteries Not Included? How about: We give you everything. We’ve all been burned by an expensive purchase that we couldn’t use because it was missing batteries, cables, toner, or something else. Superlux headphones make you instantly happy when you open the package. You get a carrying case, short and long cables, an […]

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It’s the wrapping, not the gift

On the TOMS shoes website, there’s a whole section for wedding shoes: The interesting part: They didn’t come up with a new line of products, they just put all the black and white shoes on one web page. By creating a new grouping of products, they appealed to a whole new category of customer without […]

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Packaging counts

Same product (sparkling water). More convenient box. I’ll buy the one that fits in the fridge. Are you too focused on core features and missing the simple, peripheral thing that is driving away customers?

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Newsletter #856: The “Get Rid of It” Issue

[Welcome back to the Damn, I Wish I’d Thought of That! newsletter. This is text of the great issue all of our email subscribers just received. Sign yourself up using the handy form on the right.] Most businesses are obsessed with adding something — more products, more features, and more complications. But some smart marketers are showing […]

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