Everyone knows their branding and image is important, but many don’t pay enough attention to it. People can relate and engage if they can connect to a marketing package. A package that links and integrates all the critical aspects of the marketing that will underpin their business success.
It can be the creative artwork on your vehicles, the look and feel of your website and social media, the branding and signage on your premises, the way you package your products, the way your employees present themselves. These are all great ways in which you can differentiate your business with a more holistic package for customer attraction and engagement. Spending more time and less money on the business is a constant challenge for managers. So the right package can simplify the way you market your business, helping you to stay in control.
Combine a product and services into a package
Why not package a service feature with your products in ways that will enhance those products? This may create an entirely new product. A package can benefit the business by cost saving, convenience and added value to your clients’ business. This is not dissimilar to you buying a total marketing package for your business.
Years ago Toyota made huge inroads into the car market by selling their cars inclusive of all the features that other car manufacturers sold as add-ons. Clients today don’t want to have to pay extra for some small feature, they don’t have the time or the patience. It’s a good feeling to know your logo, branding, website, social media and other marketing collateral comes in a well-structured package, driven by the best technology you can afford.
Many companies have created an additional revenue stream by providing a consulting service, or running workshops and seminars based on their products. Many include these additional services in the price of a base package.
Put real power into your package
A package tells people something about your business that may offer them a more complete solution to their frustrations, problems, wants and needs. This could mean going beyond the basics and creating something much bigger than your current basic offering. You could provide a platinum-level service response time? Some customers will want almost instant response, whereas others will wait a week or two for a response. This type of package can offer clients real risk reversal and help them to sleep better at night.
How often have you purchased a product because you felt it was bigger than just the product itself, it gave you a better sense of security, or lowered the risk level. Maybe this was because of the way it was named, presented or because of the people who were serving you. If you can find that package, that something that people can really connect with, it gives them one more reason to do business with you.
How to build a package clients want to buy
A successful package starts with your clients rather than your products. Look at what they usually buy together, the questions they ask most often and the extras they request after the sale. These patterns show you what belongs in a package and what can be left out.
- Group products and services that solve one complete problem for the client.
- Give each package a clear name that describes the outcome, not just the contents.
- Offer two or three levels so clients can choose the one that suits their needs and budget.
- Spell out exactly what is included, so there are no surprises later.
- Add a service element, such as support, training or a guaranteed response time, to increase value.
Keep the choice simple. Too many options can make it harder for people to decide, which defeats the purpose of packaging in the first place.
Review and refine your package regularly
Markets change, and so do client expectations. Check which packages are selling, which features clients use and where they ask for something extra. Use that feedback to adjust your offer, retire packages that no longer perform and test new combinations that could open up another revenue stream.
