On-Pack Promotions: What You Need to Know and the Best Way to Do It

Jeshua Cardenas
on pack promo

On-pack promotions have been a staple of marketing strategies for many years. They are a fantastic way to add value to a product, attract new customers, and drive impulse purchases. 

In fact, studies show that seven out of ten purchase decisions are made within seconds while standing in front of the shelf. On-pack promotions can sway these decisions by enticing potential customers with an offer that is too good to resist.

What is an On-Pack Promotion?

An on-pack promotion, as the name suggests, is a promotional offer that is attached directly to the product packaging. This can take many forms, from instant redeemable coupons (IRC) and discounts to gifts-with-purchase (GWP) and collectible items. The common objective of all on-pack promotions is to generate greater awareness and sales by offering something additional that competitors do not.

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Making Your Product Stand Out with On-Pack Promotions

A study by the In-Store Marketing Institute found that 7 out of 10 purchase decisions are made at the shelf. This means that on-pack promotions have a significant opportunity to influence purchase decisions.

In the crowded aisles of a supermarket, on-pack promotions can make a product stand out. They can be used to upsell a product by offering an opportunity to get something for free or to win a prize that has far more value than the product itself. This can be particularly effective in a competitive market where companies need to keep their products attractive to both new and existing customers.

The Power of On-Pack Coupons

On-pack coupons are a popular form of on-pack promotion. These are adhesive-backed liners that are affixed to the product packaging and can be peeled off and redeemed at the checkout. The coupons can offer money off the product itself, a discount on a future purchase, or a free gift.

Introducing Sustainability with On-Pack Promotions

In the era of increased environmental consciousness, on-pack promotions offer an excellent opportunity for brands to communicate their sustainability efforts. This is where ForestNation comes into play. We offer an innovative on-pack promotion service that enables brands to gift stories and plant trees. 

When customers purchase a product with a ForestNation on-pack promotion, they are presented with a unique gift story and the opportunity to plant a tree, thereby contributing to carbon sequestration and creating sustainable livelihoods.

This is how it works:

  1. We create a Gift Story with your message.
  2. You choose how many trees to plant for each gift.
  3. You Add our QR code to your products.
  4. Customers scan to get their Gift Story and their trees!
  5. You can also collect data and track activities.

The Benefits of ForestNation On-Pack Promotions

The benefits of on-pack coupons are manifold when including ForestNation. 

Increases Sales 

They directly incentivize a purchase by offering an instant benefit or addition to the purchase. Who doesn’t choose the product with the free gift?

A study by Nielsen found that on-pack promotions can increase sales by up to 25%. The study also found that on-pack promotions are more effective than other types of promotions, such as in-store coupons and price discounts.

The Cheapest Option

They offer a cost-effective way to run a promotion as there is no physical shipping required. As the gift will be claimed online, this means there are no shipping costs and it reduces your carbon footprint in comparation to adding a physical on-pack promotion.

The Most Sustainable Option and an Addition to Your CSR Initiatives

They provide a sustainable solution that aligns with the increasing consumer demand for environmentally friendly products.  Also, they contribute to your CSR initiatives as you will be including reforestation efforts that help the planet, sequester carbon, and create sustainable livelihoods in developing countries.

Boost Brand Awareness

On pack products encourage repeat purchases, and they can be used to cross-promote other products in a brand’s range. 

According to a survey by MarketingSherpa, 78% of marketers believe that on-pack promotions are an effective way to boost brand awareness.

A study by the Promotion Optimization Institute found that on-pack promotions can boost brand awareness by up to 20%. The study also found that on-pack promotions are most effective when they are targeted to the right audience and offer a compelling value proposition.

Capture Data

On-pack coupons are also an excellent tool for data capture, with customers often required to enter personal details to redeem their gift online.

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The Rise of E-Commerce and On-Pack Promotions

With the exponential growth of online shopping, on-pack promotions have had to adapt. For brands selling online, the challenge is how to replicate the in-store impact of an on-pack promotion. The solution often lies in creating an engaging digital experience. This can be achieved by incorporating QR codes into the on-pack promotion that, when scanned, take the customer to a specially built website where they can access their promotional offer.

On-Pack Promotions Across Different Industries

On-pack promotions are widely used across a variety of industries. They are particularly common in the fast-moving consumer goods (FMCG) sector where companies are continually looking for ways to differentiate their products and drive sales. However, they are also used effectively in sectors such as high-end spirits, high-end foods, and personal care.

The Role of Design in On-Pack Promotions

One of the critical elements in any successful on-pack promotion is the design. The promotional offer needs to be clearly communicated and enticing, and the design should align with the brand’s overall positioning. Moreover, the design should take into consideration the product, the target customers, and the pricing.

In conclusion, on-pack promotions represent a powerful marketing tool that can boost brand awareness, drive sales, and enhance customer loyalty. With the addition of sustainability aspects, such as those offered by Forestnation, they can also contribute to a brand’s environmental credentials and appeal to the growing number of eco-conscious consumers.

Jeshua Cardenas

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