Selling to everyone often turns into selling to no one. And this is sometimes the reason why some businesses fail: they don’t understand their customers. Let’s see how to create your ideal packaging customer profile for your business.
Customers are EVERYTHING. Business owners who understand their product will be interesting only to a certain number of people are the ones that will succeed. People follow brands who connect with their believes and who solve their needs. So brands are now required to deeply understand their customers before anything. To understand yoru customers it’s necessary to do a customer profile. These 5 steps will help you to create your ideal packaging customer profile.
1. Research your potential customer
Do some research by talking to your sales team or, better still, your potential customers. It’s important that you don’t guess, but do a real research to get valuable information. Customers know themselves better than anyone else. Get to know what they care for, what are they’re looking for, what their lifestyle is like. The more know from them the more real and valuable information you will get.
2. Analyze, analyze and analyze
Now that you talked to your potential customers, you can start identifying similar traits and start building your target audience. Some demographic information can be esy to identify. If you sell cosmetics, for example, your audience is most likely to be women. Some questions can be:
- Age: What age range do most customers fall within?
- Gender: What percentage is bigger or is the percentage evenly split?
- Location: What city, state, country or continent do they live in?
- Religion: What they believe in? Do they do any kind of rituals?
- Education: What’s their education level?
- Family: Are they married or single? Do they have children? Pets? Old parents?
- Income level: What’s their income? How do they sopend their money?
- Preferred social media sites: On which platform do they spend more time?
3. Identify common problems
You have now an idea of who your ideal customer is. Now it’s time to identify what they’re struggling with, what are their daily problems and their pain points. Go into more detail and look at your product from their poit of view. You can ask questions like:
- Can they find your product well on the shelf?
- Can they also buy it online? Is your site easy to navigate?
- Is the delivery fast? Is it carbon neutral?
- Do they like your product? Why?
- Is your customer service easy to reach?
- Does your product really solve their problem?
- Is your packaging eco-friendly? Can they reuse it once the product is finished?
- Would they buy it again?
If you can solve your customers’ problems, you have the golden key!
4. Put yourself in their shoes
Identify what benefits your product brings to your customers. We want to find out how do they feel after purchasing your product. How did their life changed. These benefits can be:
- Emotional benefits: how does your product help them emotionally? (e.g.: better self-esteem, improved mental health, thinking more clearly…)
- Functional benefits: does your product help them to function better? (e.g.: better health, more energy…)
- Social benefits: how does your product improve their social life? (e.g.: more time for experiences, feeling of belonging, feeling of fulfullment…)
5. Use your customer profile information
Information is valuable only when it’s used. Now that you have your packaging customer profile created it’s time to use it! Use it to design your packaging and to determine how customers will find your product. Don’t be scared to be specific it has to attract only your customer profile, not everyone.
Need someone to design your packaging? Don’t be a stranger and get in touch to create the ideal packaging for your customer profile.
Here are other ways design can help you grow your business.
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