Remember how exciting the grocery store checkout stand was when you were a kid? That’s where all the really good stuff was. All those bright colors and tempting candies. The one I always begged for was a parent’s nightmare – that gooey yumminess that came in a squeezable tube. I don’t recall the name, but that bright package still catches my eye.

That’s how big a difference packaging makes. I still buy gum, and many other products, based on what package looks the coolest or is most eye–catching. The same goes for services. When choosing between a car repair shop that’s tidy and in a safe neighborhood or one that’s junky and in a scary area, which do you choose? Based on the physical evidence, you’ll probably go to the first shop. Customers base purchase decisions on comfort and trust. It’s what builds relationships. That’s why packaging and physical evidence are two very important additional Ps in the marketing mix.

Packaging:

It’s about appearances. First impressions and how your product shines next to your competition’s products are crucial. Our lifetime of checkout stand experiences proves that. Packaging can be your strongest asset, or a sales killer – remember Tropicana’s recent rebrand? Consumers come to recognize and depend on the look of our products as they make their choices. So it’s essential to regularly research and reevaluate our packaging designs for impact and effectiveness.

Physical Evidence:

It’s also about facts. Physical realities allow consumers to form opinions of your services or products based on what they see. This is another reason why it’s important to gain insight from someone outside of your company. Find out what people think of your location’s cleanliness, appearance, and how they think your product looks. Is your business’ location organized and attractive? Does your product appear fresh and able to function?

In the marketing mix, sometimes you have to judge a book by its cover. That said, what makes your product or service stand out and shine above the others?

Stay tuned to find out how positioning and perception affect your brand!