Sophisticated Online Lodging Solutions
Let’s first talk about paint as a "Case Study" for Vacation Rental Managers. Glidden paint. Familiar with it? I am staring at a gallon can of it right now as we are doing some painting in my home, including here in my office.
Primarily sold in Home Depot stores (among several other brands), Glidden paint is a quality American product that recently underwent a “packaging” redesign to recreate, rebuild and reestablish itself as a national consumer brand.
BEFORE:
For competitive reasons and because Glidden had not made any significant marketing changes in years, the Glidden brand was losing 1) share, 2) consumer recognition and 3) sales volume.
Earlier this year, Glidden turned to its expert “packaging” consultants to reinvigorate the brand’s packaging with these two goals: >> First, make the packaging work for HD sales associates so they could better use and reference Glidden’s product range in-store. >> Second, create an emotional connection between the product and the consumer.
With painting season just around the corner (April through October), it was important that Glidden find a way to bring its products back into the eyes of consumers fast.
AFTER:
The solution was to change the ”packaging” – to do a complete overhaul. In fact, the only thing that did not change [in the packaging] was the logo. BUT – while the logo stayed the same, it now appears three times on the packaging, which now enables the HD salesperson or HD consumer to view the logo from any angle.
Next, to create an emotional connection with consumers, the packaging now features photos of real Glidden customers with quotes explaining their experiences with the brand. Further, they have added abstract designs to remind consumers of the feeling of finishing a painting project – with the bright colors and circular elements on a metallic-finish foil stock label giving the package a premium, fresh look. Finally, they simplified the package with info on the can now clean and clear, better displaying the bold colors representing each paint variety. AND – to make the brand stand out further, Glidden put the trays that hold its paint cans to work by carrying the same design elements from the can over to the trays making the brand more eye-catching while creating a shelf block in the HD Stores.
The results: The redesigned Glidden brand began appearing in stores in late April 2009 and continued to roll out in 400 locations through June 2009. Within the first couple of months – before any advertising hit – stores that were reset with the new packaging were reporting a sales boost over stores that hadn’t been reset.
Glidden did all this to make the Glidden brand STANDOUT more for both consumers shopping and the HD sales associates serving these customers and staring at these shelves all day long.
THAT is the first definition of “packaging” – the literal look and feel of your brand. In “Packaging” Vacation Rentals – Part 2 we will drill down on “packaging” your units and offers as part of a larger Travel Offer to incentivize your target customers to book their vacation with you because you have connected the right lodging unit with the right amenities and activities at the right price.
In the meantime, does your Vacation Rental website “package” need a makeover? Is their an emotional connection to your visitors and target clientele? Is your BIG "painting season" just around the corner and does your online vacation rental brand need invigorating and a fresh coat of paint?
Call 1-800-941-0868 x 934 or email: joel@bookt.com.
There has never been a better time to re-package to Get Bookt!
Posted by Joel Fellman on 9/10/2009 0 Comments