Can Product Packages Deliver Your Message?
Product packages, unlike traditional media kits, are designed to build engagement and create excitement by showcasing a brand’s products or services to a larger audience via influencer marketing.
At any given time if you are scrolling through your socials, you’ll likely see an influencer enthusiastically revealing what they just received from a particular brand. With a lot of pomp and circumstance, we learn what’s inside and the influencer’s reaction to it.
Is this enthusiasm real? Authenticity is everything, so it is important to know who your influencers are so that these reactions are genuine and not just a performance for the ‘gram.
Successful product packages are all about thinking outside-the-box to translate innovative products, creative ideas and eye-catching visuals into impactful brand-building for businesses of all sizes. A business doesn’t need to be the leading beauty brand or the trendiest new clothing line to leverage these packages to generate buzz. While product packages are often extravagant, brands are increasingly criticized by consumers and influencers alike for their wastefulness. Receiving free things is nice, but it’s important to be mindful of how your target audience and related viewers will perceive your efforts to make sure you are connecting with them effectively and not creating potential risk through your strategy. Do your research!
A fine-tuned list of influencers is a must to pinpoint the right people who can authentically engage with your brand, benefit from your product, and use their influence to effect meaningful change. Whether someone has a couple hundred followers, a few thousand, or millions, brands should prioritize telling a positive brand story and making real connections, not just a reshare or a story post.
Regardless of your approach, it’s essential to integrate your brand story into the package to create a connection with your audience. Some brand story elements to share include the journey of your brand, what inspired the latest launch, and the social impact efforts of your brand or the product.
Product packages aren’t exclusive to one industry. If you’re in technology, consider sharing your latest device with a select list of influencers and encouraging a review. The same goes for fashion brands sending customized outfits from a new collection or a beverage brand delivering their newest product ahead of time to generate buzz.
Looking for inspiration? Have the perfect idea to bring your product life? HMA is here to help deliver your message to its intended audience.
