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Brown Knight & Truscott Blog

How To Use Packaging As A Marketing Tool

Jul 28, 2022 10:08:02 AM / by Wendy Barton

Packaging MarketingPackaging is a key part of a good shipping strategy but if you choose the wrong supplies then you’ll pay for it in product damages, wasted materials and more importantly, a loss of business.

However,  choose the right materials and you’ll not only protect your products but also save on shipping charges and definitely impress your customers.


BKT Logo crop 2But is that all what packaging can do for you?

Think of those supplies as a blank canvas, an opportunity to create something that’ll enable your company or product to stand out from the pack.  Packaging, specifically custom packaging, is a fantastic marketing tool that shouldn’t be overlooked so take advantage for your business.

Brown Packaging Carton

BKT Logo crop 2Ship your products in custom packaging

Brown shipping boxes will always be reliable—but they’re not particularly memorable.

On the other hand—colours, logos, graphics, and photography on your packaging will never be anything but memorable.  They draw the eye in and they keep it there.  Imagine your shipments landing on your customer’s doorstep.  There are plenty of brown boxes, but only yours is draped in colour.

Whose packaging do you think they’ll open first?

And it doesn’t have to be a printed box.  Custom tape works wonders as it not only seals your packaging and provides security, it also carries your branding and looks damn good while doing it.  Custom labels, properly designed and strategically placed, are also just as effective at branding your shipments.

If your budget allows for it, find a way to invest in custom branded packaging. You’ll never regret it.


BKT Logo crop 2Match your packaging to your advertising campaigns

Creating a synergy for your packaging can ensure that several elements match together.  If you're developing a campaign that is more than just packaging, don't forget to include the same look across all your advertising.  

It’s likely as simple as adding a headline, a graphic, or even just a colour to your packaging design.

When everything is “one”—when it all matches and feels like part of a whole—it becomes memorable, easily recognizable, and makes you look a lot smarter than your competition.

Branding Advertising

BKT Logo crop 2Create event or holiday themed packaging strategies

Creating variation of your branded packaging is an effective way to retain customer attention.  And remember, if budget is an issue, you can explore options like custom packaging tape, labels or printed sleeves.

  • Seasonal packaging (Spring, Summer, Autumn, Winter) creates excitement and builds customer anticipation as they look forward to specific colours, designs and sales offers.
  • Holiday packaging (Valentine’s Day, Halloween, Christmas, New Year’s) can earn brand goodwill and cement your place in a particular holiday.
  • Customer-related packaging (birthday, anniversary of their first order, membership in your VIP club) shows you’re paying attention and impresses your customer.

BKT Logo crop 2Promote your social media presence

With so much competition out there vying for your customer’s attention, you’ll want to give them a reason to find you, interact with you, and continue to hang around.

  • List your social media accounts on your packaging. Especially the ones where you share the most content, interact the most, and have the most followers.
  • Use your main hashtags on your packaging. It’ll make customers curious about your social media presence and more likely to use them in their tweets and posts.
  • Get customers to share your packaging online. All those comments, shares and retweets are essentially digital word of mouth for your products and your business.

Social Media

BKT Logo crop 2Conclusion

In essence, the fact that you've put in the effort to design and promote your packaging in the best possible way for your recipient should be apparent to them once they view your box.


If you are unsure of where or how to start producing your packaging then seek the advice of our client services team who can determine the best materials, packing and delivery for your brand and products - contact us.


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Tags: Digital Print, Print, Litho Print, Packaging, Fulfillment

Wendy Barton

Written by Wendy Barton

Wendy Barton, Marketing Manager at BKT – Brown Knight & Truscott, is a results-oriented leader with 25+ years of experience in driving demand, branding, and thought-leadership strategies for high-growth printing companies.