| Package is your company's face to the customer. | | | | businesses. |
| Whether you sell from a 20,000 square foot grocery | | | | Consumers need a break from the kids and the |
| store or a 20 square foot hot-dog and pretzel wagon, | | | | spouse and the job. Sometimes they're desperate for |
| your company's package will shape your customer's | | | | just five minutes to unwind the jaws of the |
| impression of you. | | | | tension-vise that's wrapped around their head during |
| The best Chief Marketers continually seek that | | | | the course of the day, loosen their collar, and relax just |
| Razor's Edge of Differentiation between their small | | | | a little. |
| business and the competition. Package is often | | | | Yes, they're at your business to accomplish a |
| overlooked as route to achieve a true degree of | | | | transaction with you; probably something as mundane |
| difference in the mind of the small business customer. | | | | as dropping off their dry-cleaning or picking up a gallon |
| But it doesn't have to be. A few small adjustments | | | | of milk. But you know very well they can get a similar |
| and your small business can really outshine the | | | | product at a competitive price elsewhere in town. So |
| competition. | | | | why not entice a few customers into your store by |
| Of course, there's the obvious--is your business clean? | | | | offering them something your competition down the |
| Is your merchandise easy to find? How about lighting | | | | street isn't--a Customer Respite or a Surprise |
| and signage? Though often overlooked, these are | | | | Upgrade! |
| typically the first areas to seek out and improve upon | | | | Our next article will help you learn how to create both |
| when microscoping your company package. | | | | Surprise Upgrades and Customer Respites with |
| But package is about more than how efficiently a | | | | minimal time, money and effort. |
| customer can navigate your store. It also affects how | | | | Remember: Brand (who you are) + Package (your |
| she feels during those few precious minutes she is | | | | Face to the Customer) + People (customers and |
| inside your 4 walls. The best Chief Marketers manage | | | | employees) = Marketing Success. |
| to build Customer Respite Areas within their | | | | |