When I worked in packaging distribution, it never ceased to amaze me how often companies overlooked the advertising power of their plain old boxes and packaging materials.

Any company that ships physical products uses a variety of packaging materials–corrugated boxes, box sealing tape, packing list envelopes and mailing bags, to name a few.

Most companies view packaging as an expense item and try to get by as cheaply as they can. However, packaging materials can be turned into effective branding and advertising tools at a fraction of what it costs to produce media ads and sales collateral.

Think about something as simple as putting your company logo and tagline on a plain brown shipping box. If a company ships 100 boxes (or mailing bags) a day, that’s 25,000 brand-reinforcing messages a year. And who will see the message? Potentially–

1. One or more people who handle the transportation of the box.
2. The person who opens the box.
3. Several people who see the box wherever it is stored–including, possibly, the ultimate consumer of what’s in the box.

So, those 25,000 messages might translate into over 100,000 message views!

Similarly, other packaging materials can easily carry your message.

Tape manufacturers, such as 3M, offer all sorts of tape with stock and custom printing.

The lowly packing list envelope can likewise carry a company message.

Mailing bags and envelopes are routinely printed.

Edge and corner protectors for pallet-loads of product make an excellent medium for advertising.

ROI? Every company is different. But I don’t think it’s an overstatement to say that in many cases, two or three new customers a year will pay for the “packertising”–and then some.

Word Sell