Wednesday, April 12

📦 How the pandemic changed packaging

📰 TL;DR - The e-commerce boom amid the pandemic prompted some major changes in how brands think about packaging. For those suddenly finding themselves handing direct, online orders, that meant thinking more about goods arriving in one piece. Packages that can survive a pallet may not survive to a doorstep.

💡 Insight - What I want to call out here is the insight into DTC packaging trends. DTC brands have made strides to perfect packaging that’s perfectly sized to product to keep shipping costs low. DTC brands have also taken advantage of needing bespoke packaging by adorning it with logos or other design elements. My favorite DTC purchases have come from brands that consider the entire unboxing experience. Are you making the most of your packaging?

➡️You can read the article here...

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🔥 A simple offer formula to try

📰 TL;DR - Getting those sweet conversions is all about offering something irresistible. This chart tweeted by Carl Weische provides a simple but effective blueprint for crafting an offer. He breaks it into four steps: value proposition, creating trust, persuasive copywriting, and creating urgency.

💡 Insight - Of all these steps, I think the persuasive copywriting is the hardest part. He gives some good tips though, like doing a customer survey, referencing pain points, and trying to mimick the tone of your target audience. If you have writer’s block, I think this is a practical use of an AI writer like ChatGPT. It won’t spit out something perfect, but it’s a great starting point to work from. Give it a try and adjust for the points Carl talks about.

➡️You can read the tweet here...

💻 Pop-up shop examples to inspire you

📰 TL;DR - This is a great round-up of examples of pop-up experiences put on by a bunch of brands. Pop-up shops are typically limited-time experiences to get your hands on a product, usually with some extra pizazz and Instgrammable moments. Skims, for example, held a pop-up for this year’s Valentine’s Day collection. Shoppers could pick up the new items and, if they were lucky, they got a glimpse of Kim K herself.

💡 Insight - Pop-ups are a compelling idea. Rather than going fully into a retail space, a pop-up is a novel opportunity for would-be customers to actually get their hands on your product. Even if they don’t buy anything that day, actually getting to touch a DTC product is a great conversion tool. You might even generate some local media buzz if you pair it with a solid marketing plan.

➡️You can read the article here...

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