Ep 34: Proving Packaging Performance with Kevin Smith from SmashBrand
DTC Podcast · with Kevin Smith · September 24, 2020 · 39 min
Summary
This episode provides direct-to-consumer (DTC) brands with a practical guide to elevate their packaging beyond mere aesthetics. Kevin Smith from SmashBrand outlines how to leverage data-driven strategies and consumer testing to create packaging that communicates brand values, reduces risk, and significantly differentiates products in a crowded market. This is a must-listen for any ecommerce operator looking to optimize their product presentation for performance and brand impact.
Key takeaways
Implement robust consumer testing for packaging designs to validate performance and reduce launch risk, rather than relying solely on aesthetic judgments.
Utilize packaging as a primary communication tool to clearly convey brand values and unique selling propositions, ensuring it resonates with the target audience.
Focus on differentiation through packaging design to stand out in competitive marketplaces, considering both physical and digital shelf presence.
Learn from CPG strategies to inform DTC packaging, particularly regarding durability, sustainability, and functionality that impacts the entire supply chain.
Develop packaging with an understanding of its impact on the unboxing experience and e-commerce logistics to enhance customer satisfaction and operational efficiency.
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How to Create Packaging that Performs with SmashBrand’s Kevin Smith
The DTC Podcast sat down with SmashBrand’s Kevin Smith to discuss all things package design strategy. He delivered practical, implementable advice on reducing risk, differentiating your brand, and communicating your values to your customers.
Kevin is the founder and managing partner of SmashBrand, working with clients such as Kraft Heinz, Duracell, 7-Eleven, and Paypal to innovate their packaging design, brand strategy, branding, and consumer testing. Kevin started his career as a CPG entrepreneur growing several brands to over $40M in revenue before pivoting to his true passion - brand strategy and creative direction.
Watch the full conversation here or read on for key takeaways from Kevin’s data-driven differentiation-based strategies.
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Implement robust consumer testing for packaging designs to validate performance and reduce launch risk, rather than relying solely on aesthetic judgments.
What does this episode say about brand & content?
Utilize packaging as a primary communication tool to clearly convey brand values and unique selling propositions, ensuring it resonates with the target audience.
What does this episode say about product & merchandising?
Focus on differentiation through packaging design to stand out in competitive marketplaces, considering both physical and digital shelf presence.
What does this episode say about dtc strategy?
Learn from CPG strategies to inform DTC packaging, particularly regarding durability, sustainability, and functionality that impacts the entire supply chain.
What does this episode say about dtc strategy?
Develop packaging with an understanding of its impact on the unboxing experience and e-commerce logistics to enhance customer satisfaction and operational efficiency.
