Packaging Strategy -- Package the Package

We’ve already discussed the advantage of shrinking wrapping a pile of materials to prevent browsing and to give the perception of volume. Shrink wrapped or not, your materials have to get home somehow.

The more elements you have in your package, the more difficult it will be for your customers to physically take it with them. If they perceive this to be a challenge, they won’t buy. You have to remove that selling obstacle.

Providing an easy way to carry your materials home (or on the plane) and make sure your audience sees how easy it is.

You can do something as simple as a ten-cent clear plastic bag and as elaborate as a $10 leather valet. Whatever you do to get people to carry out your materials demonstrate it. When you have shown your materials and pile them up high, put them one-by-one in your “carrying case” and then hold it up high for everyone to see. Now there is no doubt that they can easily get your materials home.

I’ve had people say, “ I really don’t want to (or can’t) carry all the stuff home with me, so I’ll order it when I get home and you can ship it.” I respond, “Go ahead and order it now and I’ll ship it to you tomorrow at my cost.” I’m not going to lose a $177 sale for a $4 shipping charge—especially when I know that few people order once they leave the room. And notice, I didn’t say, “…at no cost.” I said, “…at my cost.” I want my customers to know there is a cost and I’m willing to absorb it. Half the time, the person says “I’ll just take it with me.”