In today’s increasingly competitive landscape, it’s more important than ever for small businesses to find a niche that sets their brand apart. While marketing is fundamental to the success of a business, creativity, storytelling and aesthetics play a significant role in engaging and sustaining customer interest. Similarly, not every business owner has the time or budget for a well-executed marketing plan, so brands need to think about unique ways in which to attract new customers and retain existing ones in 2024.
One notable trend gaining traction this year is ‘collectable aesthetics’, which is a marketing approach and packaging trend that blends storytelling with visually appealing art for a brand and their product. This intricate marketing strategy helps engage consumers more deeply with both the brand and its products by going beyond what a business is selling and grabbing attention, while intriguing customers to learn more about the product. It’s about piquing customer interest and designing packaging that excites them and keeps them coming back for more.
Here are three innovative ideas that small businesses can leverage to embrace ‘Collectable Aesthetics’ as their go-to marketing strategy for 2024.
Limited edition releases
For small to medium-sized brands emphasising products, the limited-edition approach might be one to consider. Introducing limited edition versions of products, even with minor design or packaging tweaks, can instil a sense of exclusivity, excitement and urgency amongst customers.
To maintain engagement, brands can launch various limited-edition products with a cohesive narrative, keeping customers interested in the next launch of the collectible product. This strategy not only generates excitement and hype surrounding a brand but also enhances the perceived value of a product.
A noteworthy example is the collaboration between Chupa Chups and Australian kids recreation brand, Allkinds, who unveiled a limited-edition personal care collection for Aussie kids. Inspired by Chupa Chups lollipop flavours, the collaboration offers a unique twist to traditional body care products, appealing to a younger demographic with its fun and fruity approach.
Storytelling
A compelling narrative adds depth and allure to a product, making storytelling an invaluable tool. When a product shares a story about its design inspiration or the materials used, it not only builds hype around the brand but also shapes how customers perceive and desire the product and your brand. By integrating storytelling with limited edition releases, brands can offer various products with a new or different aspect of their brands’ story, enticing customers to ‘collect them all’.
South Australian brand, Haigh’s Chocolates, showcased this with their limited-edition London Road Gift Range, which featured intricate illustrations of Haigh’s factory, located at London Road, Mile End, which revealed a completed image once multiple products were collected. The Gift Range was designed to tell their unique chocolate-making story and pay homage to the chocolate-making process, which included keepsake collectable tins and gift boxes too.
Social media engagement
Social media platforms serve as a level playing field for small businesses to showcase their creativity and interesting narratives with users. With the ‘Collectable Aesthetics’ trend, brands can leverage these platforms to showcase the aesthetic appeal of their products. Brands can share exclusive behind-the-scenes content, design processes, and encourage customers to share their experiences with the products. Online engagement will also help the brand gauge audience reactions towards the products in a very cost-effective way.
The allure of exclusivity, coupled with minimal investment, positions the ‘Collectable Aesthetics’ trend as an invaluable marketing strategy. By delving into this, small businesses can carve a distinctive niche and forge a path towards increased brand awareness, equity and success in 2024.
