How to Plan for a Successful First Packaging Run
So, you are ready to do your first packaging run!
Start small. Small runs are ideal for any size business. Testing your product in a limited release is a smart way to conserve cash flow and reduce inventory issues. An added bonus is that you get to test out your custom box manufacturing process and see where to tweak for subsequent runs. Watch our one-minute video below to see a packaging run in action and follow the tips below to ensure your first packaging run is a success.
Determine the Run Size
How many pieces should you run the first time out?
To get to the answer, you need to determine your product ship schedule. If you ship products out several times a year, you are a perfect candidate for short runs. We typically see short run quantities start around 500 units, as this is a great sample size to see how effective the run is without a huge upfront investment. And it eliminates worries about where you will store all that extra product.
Plan for Customization Costs
The type of custom packaging you want and the type you can afford may be at odds. Work with your manufacturer to determine a budget based on material, dimensions, and kind of customization you would like to have. Once you receive a per-unit cost, if it is higher than anticipated, you can determine where you may need to scale back.
The great thing about a short run is you can test a new product. If it sells well, you can always trade up to do larger runs and allocate a little larger budget for customization as your product experience and cash flow improves.
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Focus on Branding
Regardless of quantity, always try to keep your brand message consistent. Employ the same logo, similar shapes, fonts, and color schemes for your custom packaging— just as you would do on your website and any other marketing piece. The more message consistency your customers see, the easier it will be for them to remember your brand when they want to purchase or tell others about you.
Ask for Customer Feedback
No matter how well (or not) your first custom packaging run went, you still want to get feedback from your existing and future customers—good or bad. Often times, you may find you are too close to the project to have an unbiased opinion. Seeking the advice of others could save you a significant amount of heartache and hard money. Get their thoughts on what designs they like, or what they feel might be missing. Remember, you can always continue to modify and improve your packaging with each additional short run. It may not be perfect the first time.
Choose Packaging Material for Design and Durability
Although customized packaging is centered on promoting your product, it still needs to act as the vehicle that protects your product on its journey to your customer. During the discovery phase, you will work with your manufacturing vendor to determine the best material and packaging to accomplish this objective style within your budget.
Download Our Packaging Guide For More Information
We hope this quick guide on your first packaging run will assist in making your decisions. If you have any questions do not hesitate to reach out–that’s what we’re here for!
