Packaging That Sells Products or Not By JoAnn Hines Packaging Diva

For the last couple of weeks I have been covering the negative impression that consumers have about packaging. I have tried to disect all of the ranting and raving from nay-sayers about packaging that doesn't work.

Just last week Britain's National Federation of Women's Institutes (NFWI) launched a campaign highlighting supermarkets wasteful packaging policies. Granted this was in the UK, but similar initiatives could happen here. I checked it out briefly and I don't get it. They are complaining about an packaging that keeps the food protected and sanitary. It is akin to the article last week, "How To Package A Lobster." We need to be prepared and be aware that there are nonsensical reasons that your packaging may come under fire. Just be sure you are covering all your based and anticipate in advance when you might have a problem.

The main thing to visualize is that the role of packaging has changed. Detractors just don't understand what the package really does. It's no longer enough for the package just to get product to the retail environment in a satisfactory condition, now it has to "sell" the product too. Packaging plays an integral role in the decision to purchase a product or not. The problem is that what the consumer desires is constantly changing. Market trends come and go. I have mentioned growth niches occurring in the food industry before. Corresponding to the growth are niches that are declining too. Just like I stated "In What's In Your Bottle." Bottled water sales recently surpassed soda sales. I was beginning to think the bottled water market was tapped out too. But creativity never ceases to amaze me. We are still welcoming new bottled water product introductions and there is a market for even the most esoteric consumer.

It's important to understand the evolution of the package because now products are using the packaging as the primary sales tool. Gone is the day of the sales clerk who answer your questions about the product. The role of the package is no longer passive. Its has to "speak" to the consumer both literally and figuratively. (Talking packages are the wave of the future.) Think of all the great packaging applications available if your package talked and could tell you how old the product was, what you should serve it with or that you need to buy this companion product. What a sales tool!

That's only a fraction of what the new packaging can do. Most importantly, it is imperative that you think about your product package. Does it "connect" with the consumer? In a sea of sensory overload what is going to make your package different? It could be shape, color, size, uniqueness of design or even smell. Remember "Does Your Packaging, UMM, Smell?" Are you utilizing any of the new smart and intelligent applications packaging applications? Does you package fulfill a need and explain in clear concise statements the benefits of buying your product. Is it easy to read and understand?

So start your analysis by viewing your package from the eyes of the consumer. If you are buying it, what's going to compel you to pick it up off the shelf? Is it just sitting there lost amongst rows of competitive products? Think in terms of your package calling out to you "buy me, buy me." Does your product do this? If not, your package isn't doing its job. It must persuade the consumer to purchase the product. Thinks about some of the latest packaging innovations and how to incorporate them into your product packaging. Consider the consumer mind set. Is your package perceived in a negative light negating the benefits of the product within?

All these questions need to be answered. Don't simply to address them in the initial package design; it's an ongoing process. As I mentioned at the beginning of this piece, the consumer is a moving target and your package has to move along with them in the right direction. Be sure the consumer you are trying to capture receives the right message.

Here are a few types of packaging coming under fire by consumers that could impact your success or failure:
Products that are perceived to be over packaged;
Products that are in clamshells (more about this next week);
Products that are misleading as a result of the claims on the packaging;
Products that are in packaged materials deemed environmentally unfriendly;
Packaging that doesn't work;
Packaging that doesn't deliver as promised.

So think about your product packaging right now and determine whether it is helping to sell your product, or not.


Please feel free to use me as a resource when it comes to understanding what packaging markets are hot and what are not. Or what companies are developing the latest in innovative packaging technology. Visit me @ http://www.packagingcoach.com

Smart Consumer vs. Dumb Packaging

Smart Consumer vs. Dumb Packaging.
Wow! Look at all the choices out there. For every category, there are dozens of products just like it on the market. So, how smart are consumers? Can they make an informed purchasing decision? Do people really comparison shop or do they just grab the first thing they see from the shelf? What role does packaging play in their decision to purchase?

In this session, you will discover the consumers’ intelligence and the power of your package to take them to school. Are they impressed with labels and logos or are they looking for the best value? Who is the ultimate decision maker and what can you do to influence them? They aren’t stupid! The most valuable information you will gain is how to NOT alienate consumers.

If you don't recognize these critical factors in your marketing efforts your dim-witted package will secure the dunce hat for your product. The product will be dying -- not flying off the shelf.

Hear the Packaging Diva speak at Cosmoprof North America with a brand new program:
Smart Consumer vs. Dumb Packaging
Monday 07/17/06 from 11:00am-12:30pm

http://www.cosmoprofnorthamerica.com/educationatcpna.html

Does Your Packaging Speak Human?

Hear the Packaging Diva speak at Cosmoprof North America with 2 brand new programs:
Does Your Packaging Speak Human
Sunday 07/16/06 from 1:00-2:30pm
Smart Consumer vs. Dumb Packaging
Monday 07/17/06 from 11:00am-12:30pm
http://www.cosmoprofnorthamerica.com/educationatcpna.html

Does Your Packaging Speak Human?
Information overload. We all suffer from it. With a plethora of external influences pulling at retail, what is going to convince the consumer to zero in and choose your product? More importantly, are you speaking the right language to sway someone to read the product information and make the purchase?

It takes about 2.6 seconds to make a purchase decision. Why will someone pick up your product instead of your competitor’s? What compels them to buy your product? What will make your product "connect" over another?

In this session you will learn about the "human speak" of the package. You will learn how to use it to effectively influence the consumer. Discover how "warm and fuzzy" translates into more sales. Hear how you can "connect" to consumers. You will also find out what turns off the customer. By the end of the session you will have gained the knowledge necessary to hear your package and see your product through the eyes of the consumer.

Pick the Packaging Diva's Brain for 15 minutes next Friday, June 30th.

Pick the Packaging Diva's Brain for 15 minutes next Friday, June 30th.


The way it works:

Once you are scheduled, I need your question in advance via email that you wish answered so I may be prepared when you call.

This is a working session not chit chat so please be ready with your packaging problem.

You call me within a few minutes of the selected time slot.

Openings are on a first come first serve basis unless you are a regular consulting client or you have reserved a laser coaching time slot.

All time slots are Eastern time so check your times accordingly. A scheduled session is considered a commitment as others are waiting for the Diva's limited availability.

Please respond ASAP to reserve your session for this week via email at PackagingDiva@aol.com


1:00-1:15

1:30-1:45

2:00-2:15

2:30-2:45


Visit www.packagingcoach.com. You may see someone that has the same packaging problem.

How To Package A Lobster

I'll have to admit that I thought long and hard about using this particular title. I don't want to offend PETA and have them on my case about the mistreatment of crustaceans. However, after reading about the "lobster incident" this week, it seemed to me that there definitely IS a misunderstanding about the handling of lobster. Has anyone ever watched the History Channel’s The Most Deadly Catch? Talk about some powerful and scary visuals on harvesting snow crab. After watching it, I have to ask......snow crab anyone?

I know people never consider how IT gets there. How do the lobsters get to the tank in the first place? They have to be transported by some type of packaging. It’s easy to research "lobster packaging" and from what I read it seems pretty humane. Although for now lobsters are in the news and its all about how they are being mishandled and packaged.

There are a lot of "hidden" things packaged (the transporting of blood for example) that the average consumer knows nothing about. Yes, blood ships in trucks just like any other packaged product. That particular package has evolved of the years, but it is still a package filled with blood.

Back in my sales days I worked on the packaging of cow salt licks. Seriously, it was big business. It seems that cows lose weight when they are moved. If they ingest all their medicines in the field in a salt lick, it keeps them healthy. And a healthy cow is worth a lot of money. The secret is in the way the salt lick is packaged. I'm talking industrial espionage stuff here. This actually occurred with one of my clients.

The point of all this is that you never know what can get the media into a frenzy about your product or your packaging. All of the sudden packaging can become a really big issue. Take the fast food restaurants as an example and how they have had to clarify what their ingredients are on the packaging. Just this week Starbucks has been added to the "hit" list.

Whether it is how much fat is in your packaging or that you just aren't telling people what they think is the "real story", expect to be scrutinized. Even organizations like the American Medical Association (AMA) are getting in to the picture. The AMA is pushing to get warning labels on high-salt foods and, over the next 10 years, to have those salt levels reduced by 50%.

Other recent examples of packaging "hot" buttons that the media loves include:
• "Consumer Reports" Oyster Awards the most difficult packages to open
• Wolfgang Puck exploding self heating latte cans
• Wal-Mart and their "green" packaging efforts
• 100 calories snacks, or so they claim

So, no matter how you package your lobster, it’s important to understand the potential ramifications of your product packaging. Don't just put your "lobster" in the box and expect it not to come under fire by consumers and other interested parties. Remember it’s not just a package anymore.


Please feel free to use me as a resource when it comes to understanding what packaging markets are hot and what are not. Or what companies are developing the latest in innovative packaging technology.

Are You Wanted By The Packaging Police?

I finally had to speak out. The packaging industry is under attack by the "packaging police."

There have been dozen of backlash articles about it in the news recently. To tell you the truth I'm sick of all the articles talking about freeing Barbie from her packaging prison and how may people went to the hospital because they injured themselves trying to open a plastic clamshell and other esoteric "packaging adventures." These issues about packaging have been beaten to death and then some. And don't forget the blogs. Some of the worst venting about packaging appears on personal blogs under the I've had a bad day column.

The media loves all the negative impressions people are bombarded with about the packaging in the waste stream, landfills etc. I too thought it was much higher (brainwashed that is) but I found out when I was at Cal Poly giving the opening keynote that its only 30% as opposed to the 70-80% the media and packaging detractors would have you believe.

Who are these "packaging police" anyway? What is there mission in life? Don't they know that without a package you can have a product? That's what packaging is all about getting the product safely, securely and intact to the ultimate user in addition to being the product spokes and sales person. So what else is a poor package to do? We have tamper evident, tamperproof, anti- counterfeit, date stamping, TTI's, RFID, sonic welding and other additional security measures all designed to protect the consumer and they don't even know it.

You'd be surprised at the number of people that don't even know about product dating on the package. I can assure you I check. With all the concern over eating healthy, product freshness is an important issue and the package tells it all. I might mention here that I's almost impossible to read the dates in many cases. They are either in obscure locations or the type is so small you need a magnifying glass. (I hope you read "Packaging Your Products to Boomers" available at http://packagingcoach.com/everythingaboutpackaging.htm) But seriously, packages that are difficult to open will continue to be a problem as our population ages. Do the words "manual dexterity" ring any bells?

So consumers should just GET OVER IT since they are the main cause why many products are packaged with security in mind. Lets talk about theft, counterfeiting, product integrity and product security. I got an email from Tyrone in South Africa last week. He was giving a speech on packaging innovations that impact our lives and it got me to thinking about all the wonderful and creative packaging innovations in the last 40 years. Packaging that has literally changed our lives.

Some of innovations have come about due to dire threats such as the Tylenol incident. Can you believe that happened 20+ years ago? Think of the whole category of tamper-evident packaging that evolved from this situation. When I speak to students at schools and universities about packaging they have no idea what I am talking about. They just take it for granted.

Retail claims that theft is one their worst problems so packaging that protects products form being stolen is done for a reason. The same thing with counterfeiting, which incidentally is on the rise. Anyone reading about this knows this can and will be a huge issue with the number of packaging products being sourced off shore.

Some additional packaging possibilities that can pose potential "threats."

Green Packaging: Can you validate your claims?
Organic Packaging: Watch out for regulatory agencies.
RFID: Is big brother watching you or are you watching them?
Healthy Packaging Claims: Is It True?
Packaging For Seniors: Can they read or open the packaging? Is it REALLY senior-friendly? Copycat Packaging: A lawsuit waiting to happen and does every week.

So whatever packaging discipline you are in be sure and stay attuned to what are the "Hot button" issues in your field. Prevent the packaging police for setting their sights on you.

Please feel free to use me as a resource when it comes to understanding what packaging markets are hot and what are not. Or what companies are developing the latest in innovative packaging technology.

How To Package "Skinny"

I'll be the first to admit I not much for dieting as you probably guessed from reading last week "Beer Profits Drop Could it be the Packaging?". I do watch my weight, exercise daily and try to eat well balanced nutritious meals, But I'm still tempted though by products that say thin, slim, low calorie or even diet (yikes) on the package hoping to find a product that actually tastes good or resembles the real thing.

I found a fun and interesting product while researching for this article "Skinny Cow, chocolate fudge ice cream bars." Sounds great and delicious too bad its only available in the UK. http://www.skinnycow.co.uk/ . (Since I wrote this I found out its available in the US too with many avid fans that agree, they are delicious.)

Outside of the obvious diet products, I did manage to find Skinny Water(r), Skinny Natural Corn Chips, Skinny Root Beer and a whole host of "skinny" hair care products, some sound good enough to eat (almost). Companies like Weight Watchers and Jenny Craig have traded in this space for quite a while very successfully. Versions of their packaged products now are in almost every supermarket. It takes the temptation out of overeating when everything is prepared and with a limited caloric intake.

Entire new brands of packaged meals like Lean Cuisine and Healthy Choice have evolved around our concerns to watch our weight yet eat delicious foods. If you remember back in November, I wrote "Food Packaging Trend – 100 Calorie Snacks; Smart or Stupid?" about the host of new 100 calories snack products that tempt us to regulate our snacking and still feel like we are having a treat. Companies such as McDonalds and other fast food companies are trading on "skinny" too. Counting on the fact that now they are putting ingredients and calories on their food packaging that people will actually read it and not over-eat. Wow what a concept!

Every week I see new products introductions that promise me that I'll achieve those lofty goals. You know, the emaciated razor thin model that all American women are supposed to aspire too. Yes, "skinny" sells. One of the cleverest names I have seen lately is a new product entitled Skinny Dip Beer. Of course this is an oxymoron but I am still intrigued with all the beer claims that promise "great taste with less calories." I've tried a few of these and decided its not worth the effort or the calories which I'll get from something that actually tastes good thank you.

The dairy industry has taken up the skinny charge too with "Drink Yourself Skinny" claiming that dairy products boost metabolism and aid with weight loss. Does that include whole chocolate milk?

It's not enough to just slap the word "skinny" on the packaging although that may garner some consumer interest in the short run. Beware of false claims and false advertising. There are people lurking everywhere to catch you misstating your facts, including Uncle Sam. Look for more regulation to require you to actually validate the claims that you make on your product packaging. And your buyers too will be unhappy if you don't deliver what you have promised. So if you decide to package "skinny" make sure you deliver what you promise.

Please feel free to use me as a resource when it comes to understanding what packaging markets are hot and what are not. Or what companies are developing the latest in innovative packaging technology.

Pick the Packaging Diva's Brain

Pick the Packaging Diva's Brain for 15 minutes this Friday, June 9th.

The way it works:
Once you are scheduled, I need your question in advance via email that you wish answeredso I may be prepared when you call.

This is a working session not chit chat so please be ready with your packaging problem. You call me within a few minutes of the selected time slot.

Openings are on a first come first serve basis unless you are a regular consulting client or you have reserved a laser coaching time slot.

All time slots are Eastern time so check your times accordingly. A scheduled session is considered a commitment as others are waiting for the Diva's limited availability.

Please respond ASAP to reserve your session for this week.

1:00-1:15
1:30-1:45
2:00-2:15
2:30-2:45

Visit http://www.packagingcoach.com/.
You may see someone that has the same packaging problem.


Regards:
JoAnn Hines
Packaging Diva
Integrating Packaging With Consumers Wants And Needs
PackagingDiva@aol.com