Stopping the Shopper: How to Market a Packaged Food Brand

Posted by Cindy Banker on 10/26/17 2:00 PM

Whether you’re a small start-up or an established brand, getting your packaged food product into a retail store is only half the battle.

Once you’re in stores, you’ll be competing with several other brands to attract your potential customers’ attention. And many of those shoppers will be distracted: pressed for time, or solely focused on checking items off their grocery list and heading home.

That’s why the right food packaging and display is so important when planning your packaged food product marketing strategy. Choose wisely, and your prospective customers will choose you.

paakaged food on end-cap displays

Stopping them in their tracks

Perry Abbenante, vice president of marketing for a snack brand, tells the business website, The Balance, that in-store displays should be bold, colorful, and big enough to grab a shopper’s attention, yet simple enough to communicate your message.

"You should have an assortment of your best sellers on display,” Abbenante said. “Absolutely make your display shop-able! Can the customer grab multiple bags or products without the display falling apart? Always be cognizant of store volume when you build a display. Your display should be able to survive several hours of shopping before a refill is needed."

Engage new customers

How do you get new customers to buy a product? Perry says putting it on display outside your regular department is crucial.

“In our activation markets, we get our staff on the ground to get placement outside the deli where we are normally merchandised,” he said in The Balance interview. “This tactic helps to attract new people that have never seen your product.”

This strategy also pulls your product away from brands competing in your category.

Price points and promotions

iStock-579751386 - coupons-1.jpgOnce you have a customer’s attention, how do you convince them to buy? Perry said his company uses promotional price points, arguing that customers are more likely to be swayed by products selling two-for-$5 than by something priced at $2.49.

He also suggests cultivating a relationship with retail buyers and “supporting their important merchandising programs” to help win in-store promotions.

"Too many brands fail to ask them what's important to them as retail buyers,” Perry said. If a specific promo is important to the retailer, support it! The retailer may then be more inclined to support you in the future.

The Balance also recommends working with another brand that’s related to your product. In the case of this pretzel snack brand, customers who bought two bags got a free container of hummus.

Whetting their appetites with a POP display

snack food point of purchase floor displayMany companies use point of purchase displays as part of their packaged food marketing strategy. There are a few reasons why this method is effective, says Shopify’s Kali Hawlk

1.  People are more likely to make impulse purchases if it’s relevant to their needs. If you’re marketing a new packaged food product that’s easy to grab on-the-go, a POP display is a perfect place to show it off.

2.  By the time they get to the checkout area, consumers have made up their mind to spend money, which makes it more likely that they’ll buy something else if it’s not going to increase their grocery bill drastically.

3.  No one likes waiting a long time to get checked out, but a POP display can keep them engaged, and less likely to leave empty-handed out of fear of a long line.

To be effective, your point of purchase display doesn’t need to sit waiting at the exact point of purchase. You can set these displays anywhere on the sales floor.  Kali Hawlk suggests some other food product marketing tactics to get your brand noticed.

  • Start by giving customers an experience, whether this means setting up a station to provide product samples or demonstrations. She uses the example of Whole Foods, which often invites vendors to set up booths to let customers sample new products.
  • Hawlk writes that these experiences can also take the form of an in-store event, like Wine Riot, a Boston company that hosts wine tasting events at its retail stores.
  • When you gather your customers in one place – whether it’s through giving out samples or hosting an in-store event – you can use dynamic food packaging and displays to help hold their attention.

The landscape of packaged food marketing has changed

protein drint packaging

According to a 2017 CPG food industry trend article by SNIPP, the growth, as well as the diversity of food products available today, is being fueled by smaller companies who drove 49% of the category growth, while the largest packaged food brands drove only 3% of the growth.  Much of this trend is fueled by an interest in healthier eating and most are willing to pay more for those products.

For premium priced brands, your product packaging and displays become more important than ever. They need to connect with consumers and quickly communicate the value of the brand and the products.

If you’re looking for packaging and displays that will get your packaged food brand noticed, turn to ProCorr Display & Packaging. Companies that need eye-catching, durable displays rely on us to increase their sales and reach their marketing. Contact us today to learn more.

 Learn How To Avoid Common Mistakes When Developing POP Displays

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