The Idea

Packaging, whether for a product or service should create an emotion, preferably excitement. If you’re selling a service, that packaging is you and how you interact with them. You can give anyone a flyer with the prices for your offering and say call me if you are interested – but that flyer will most likely end up in the trash.

To create a package people love, you need to understand customers fully. Talk to them about their current solutions. What do they like about them. What are the problems. How would their life be better if the problems were solved? Let the customer talk 80% of the time. Most of your questions should be about them.

Examples

The presentation of your product has a huge impact on not only price, but also value. Here are two examples:

Example 1

How would you like to be able to go around, pick up trash, package it and sell it. How much can you sell it for? $10. $25. $50. $100?

Before you say $0, google Justin Giganc or check out his site where he sells it for $50. In fact, he has sold more than 13000 of them, shipping to more then 30 countries. He’s not selling trash, he’s selling feelings. This started as a challenge related to packaging. Take some trash, arrange it nicely in a clear cube. Number and sign it. and mail it off.

Example 2

How you present you item will impact your pricing. I recently ordered a click belt for $50. I was expecting something wrapped up, stuffed in a box with the belt buckle in a clear plastic bag. What I got was different. It came in a nice box, padded with some kind of felt. The belt was circled around a pillar with the buckle on top. It was a nice touch that I didn’t expect. The actual cost of the box: $3-$5. Perceived value: $15 or $20.

Metrics

  • Ease: Tough
  • Cost: $1000+
  • Scope: Medium
  • Speed: Slow
  • Reach: Global