How a catering box ‘changed everything’

Good Marketing

Well, it didn’t take long to realize that the marketing opportunity for the deli had just become a lot stronger.  Now, instead of blending in with every other deli or catering delivery company, we were the only ones in our local market to have these classy corrugated cardboard boxes that were not only stackable, but could look good on the boardroom table, and attract new business in the process.  It made for great presentation.

What used to be boring was now interesting. Some people asked if they could have a few extra boxes with their order, as they wanted to use them in their offices for holding papers for recycling; at Christmastime, one client asked if she could use them to make gingerbread houses.

People didn’t want to throw the boxes out.

And as a result, our story lingered. The boxes, displaying our happy logo and phone number, would hang around in offices and homes, telling our stories for days, even weeks. It was a phenomenally successful bit of marketing. What was mundane had become remarkable.

I highly recommend a strong commitment to good packaging if you are doing corporate drop off deliveries.  In the 8 years since the inception of this one simple idea, the same dye was used to print over 400,000 boxes. I do know we saved $45,000.00 a year over the old boxes. And the added return on unique and memorable branding was large.

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(3) Comments • Permalink • 03 05 2010

• Erle Dardick, MonkeyMedia Software

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