The Power Of The Package

The Power Of The Package
Packaging News You Can Use
Tip Of The Week
Issue #1251 - July 25, 2006
Publisher: JoAnn Hines
packagingdiva@aol.com , <<http://www.packaginguniversity.com/ >>
© Packaging News You Can UseBy JoAnn Hines The Packaging Diva

FROM THE DIVA'S READERS:
Ian says: I just read one of your articles (Smart Consumer Vs. Dumb Packaging) this morning and have to say after reading release upon release concerning the packaging industry; it was nice to read something entertaining. I am excited about all of the coverage lately concerning the point of purchase value in packaging. However, with Wal Mart announcing that they will be requiring suppliers to submit their packaging for approval I wonder how much of this value could be lost. I am not familiar with what exactly Wal Mart will require but it seems that this could ultimately lead to some fairly homogenous packaging.

DIVA'S QUESTION OF THE WEEK:Do you think tools like this are going to become more crucial as suppliers are being forced to relinquish more control to retailers? Respond back to me at PackagingDiva@aol.com and I'll compile the responses.

FROM THE DESK OF THE DIVA:Back from Las Vegas and suitably toasted. I'm from the South and its hot here but not 115 like Vegas. I think my brain is cooked so I'll make this wrap-up short and sweet. For those of you that couldn't attend, Cosmoprof was great. Its the first time I have been to the show but it was very busy. There was even a packaging pavilion for the beauty industry and I met some great cosmetic companies and industry giants such as P&G that came to hear me speak. I had a great turn out for my presentations. Some people even came to hear both: "Does Your Packaging Speak Human?" and "Smart Consumer Vs Dumb Packaging."

These presentations are not about packaging cosmetics, toiletries or wellness products even though that's who is the conference audience. Its about packaging innovation, looking outside your industry for packaging that works, solves a consumer problem and "connects" with the customer. Then how to translate it back for your specific industry. The bottom line is that in both presentations the questions and issues raised by the audience were the same:
What was my take on the "current" environmental movement as relates to product packaging? Where was RFID going, what were the latest innovations and will it become mainstream?
What are the big differentiators in packaging between the mass and specialty retail markets? How does one determine colors that appeals to target demographics?
What technologies do I see that are new and innovative?
How can we resolve the consumer dissatisfaction with the plastic clamshell?
What's the most important issue when packaging products for the 50+ generation?


Most of the above topics have appeared in my weekly newsletter "Packaging News You Can Use." A lot of my insights are compiled into two great reports. Find out more at <http://packagingcoach.com/everythingaboutpackaging.htm>

IN RESPONSE TO MY ARTICLES:What's In Your Bottle? and Does Your Packaging Umm, Smell? I mentioned "smelly" packaging in my special reports too. This latest announcementPackaging infuses product with aromasFoodProductionDaily-USA - Montpellier,France... packaging can infuse aromas into food and drink products without changing a its composition, developers claim. The technology may revolutionise the way people ...

I'M HAPPY TO ANNOUNCE:
If you want to know more about how to package products people will buy? Come hear me speak at this event. If you plan to attend email me for the special code that saves 15%. PROOF: Market Research & Development for Package Design conference is scheduled for Sept. 25-27, 2006 at The Drake Hotel in Chicago.

The Senior Factor: How To Motivate Them To Buy Your Products

Every seven seconds, someone turns 50. With 76 million U.S. boomers in command of today’s buying decisions, the potential for profit and growth from this group is enormous. With 70% of all purchase decisions made in the store your product only has about 2.6 seconds to compel seniors to pick it up. (Or do they even want to be identified as seniors?)

This is your product's first moment of truth: your packaging.
Is it on target to capture the attention of the fastest growing and most affluent group of consumers – the Baby Boomers?

Do you know the right "hot buttons" on or in your packaging to compel this group to purchase your products?

Gain insights into the senior market and find out what packaging sells product, and the best ways for your packaging to connect with these lucrative underserved consumers.

Conference link for more details

<<http://www.iirusa.com/packaging/1585.xml>>


FEATURE ARTICLE:
The Power of the Package By JoAnn R. Hines Packaging Diva

Hey branders, marketers, product development managers and packaging pros. It's time to step up to the plate with your product packaging. Mainstream advertising is losing ground. No one is paying attention to it any more. That puts packaging in line to take its place and capture the consumer’s attention and get up close and personal.

So what are you waiting for?

Over the last several months, I have shared with you in my articles the reasons that it is imperative for packaging to positioned at the right place at the right time.
• "Retail's First Moment of Truth: The Package"
• "How To Make Your Product Packaging Newsworthy"
• "It's Easy Being Green - Packaging Your “Green" Brand"
• "Launching a Brand at the Super Bowl With Dreadful Packaging"

Now, it's your job to make your packaging work for your brand and your company.

So what constitutes compelling packaging brand? How "connected" are you to your consumer? Here are a few emotion descriptors that your package must convey. Does your packaging Engage, Evoke, and Engross the consumer?

Let’s look first at ENGAGE: to attract and hold by influence or power. Can you say that about your product packaging? Or is your product packaging just the opposite? Boring!

Think about what you can do to improve the odds that your package will engage a consumer: Colors, features, shapes, value and benefits are all ways to reach out with your package.

EVOKE: To call forth or call up as in evoking memories. What about your package will make the consumer recall a successful or enjoyable product experience? How can you make them remember that they were satisfied in buying your product? In case they haven't purchased before, what is going to "connect" them to your product on your package? What is so special about your package that they have to take a closer look?

ENGROSS: To engage the whole attention of (and that's the key point). You have to get their attention to pick up our product before they can even consider buying it. Use features that will capture their interest in seconds because that's all the time you are going to get before they move on.

Another "feeling" word that conveys a strong and compelling brand is TRUST. You must create a place where people look for information and feel more secure doing so. It's important to understand the strength behind the brand and why people turn to it for a sense of security and information. So what about your product packaging conveys the experience that consumers can trust your brand?

Regardless of the reason a consumer may be in the store or looking at your product, introduce them to a "lifestyle" experience . . . trust, security, necessity or even peace of mind. Your package presence needs to call out "Buy Me" because I provide the experience of all of the above emotions.

Product branding is a powerful influence on everyone. It’s important to understand the strength behind the brand and why people turn to it for a sense of happiness, satisfaction, security and information. The best of all brands cross gender, ethnicity and age demographics. That is to say that everyone will recognize and identify with the brand. In my presentation "Does You Packaging Speak Human" I spoke about "Universal Truths" in packaging that cross these boundaries also.

If you have to pick one, the best single word emotional response you can give to the brand is "ENGAGE." People are connected to the brand at all levels. That is a great position to be allied with. So that's what you need to do with your product packaging. You have the brand statement behind you now you need to "ENGAGE" the consumer.

When you capture the power of the package people will integrate your product into their everyday life. They will not just turn to it as a convenience but as a necessity for comfortable living. So create your own story through powerful product packaging. Whatever your category, you should strive to engage, evoke, and engross the consumer to revitalize your brand through product packaging.



THE DIVA'S PICKS OF THE WEEK:
I'm not the only one that writes about packaging and its role in society. Neil Kozarsky of THEM Takes a Look at Packaging Professionals and ... PR Leap (press release) - Chula Vista,CA,USA... Not that we should grab people by the arm and say, “Wait, wait…imagine a world without packaging. What would a Kleenex be without a dispensing carton? ... <http://www.prleap.com/pr/41249/>>

Remember making a "connection" though product packaging?
This doesn't Gee Haw in my bookNestle Does Dipsy-Doodle To Diet MarketThe Common Voice - Greenville,SC,USA... As long as you slap "fat-free" on the front of the packaging, who cares ... fatten the wallets of these companies that hope to keep on fooling people into buying ... <<http://www.commonvoice.com/article.asp?colid=5223>>


Regards:JoAnn HinesPackaging Diva
Integrating Packaging With Consumers Wants And Needs
PackagingDiva@aol.com
4290 Bells Ferry Road STE 106-17 Kennesaw, GA 30144
678-594-6872
<">http://www.packaginguniversity.com/ >
<>

Reports "Smart Consumer Vs Dumb Packaging" and "Does Your Packaging Speak Human?"

Reports "Smart Consumer Vs Dumb Packaging" and "Does Your Packaging Speak Human?" are now available from JoAnn Hines Packaging Diva.
I am available for commentary and interview on what's inside these reports.
I can also share the packaging concerns of all the consumer products companies that attended my programs at Cosmoprof NA.

A quick review of what is in the reports:

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 report 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.

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 report, 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.


These may be ordered from the Packaging University store. The "best buy" is both reports for only $40. Scroll down to white papers and special reports at
http://packaginguniversity.com/pkgustorefront.htm

This is an electronic file and will be emailed to you upon payment receipt.

Packaging News You Can Use Tip Of The Week

Packaging News You Can Use Tip Of The Week
Issue #1250 - July 13, 2006Publisher: JoAnn Hines
packagingdiva@aol.com
<<http://www.packaginguniversity.com/ >>
© Packaging News You Can UseBy JoAnn Hines The Packaging Diva

FROM THE DIVA'S READERS:
In response to last weeks question
Is the jewel box dead?
Debora wrote<> Have other insights about the future of CD packaging. Send them to me and I'll archive them here <<http://www.packagingcoach.com/>>


INTERVIEW WITH THE DIVA:by Response Magazine which focuses on the direct response industry. We’re running a story on getting products from the television infomercials to retail sales and you seem like the ideal source to go for. Look for an upcoming article I'll let you know when to look.


IM HAPPY TO ANNOUNCE:that Web Packaging will archive my "Packaging News You Can Use" articles. This is an ideal partnership between the Packaging Diva, the number one consumer product packaging expert, and the world's number one web site for consumer packaging. If you are looking for the latest in packaging innovations check out <http://www.webpackaging.com/> for a wealth of information and material. Its the first website I go to when I need to find out what's "hot" in packaging.


IN RESPONSE TO MY ARTICLE:"Is Your Packaging Going To The Dogs?"This article "Premium dog biscuits suffered from a pricey image"Just appeared in the Winnipeg Free Press (subscription) - Winnipeg,Manitoba,Canada... "The packaging design is something we've consistently seen people fall down on because they don't realize how important it is. It ...

FEATURE ARTICLE:Smart Consumer Vs Dumb Packaging

Smart, savvy, sophisticated, educated, intelligent and informed
This is your consumer that will be buying your product. (we hope).

Dumb, stupid, difficult, idiotic, overpackaged or just plain dopey…
This is the package that is supposed to persuade them to buy. Big gap between the two.

So how can your package “Connect” with a smart consumer?
Let’s find out.

What is a package any way? It could be a box or a container or anything similar. We all know it conveys a product from point A to point B. Besides the obvious of getting it there undamaged or not broken, what's a package supposed to do?

Consumers barely take the time to look at all the new product offerings. Most of the time they shop on autopilot and buy the same brands they always do, so the role of the package has changed dramatically in the last decade. The package has now become the “first moment of truth” at retail.

And now, especially the package is going to decide whether someone will buy your product, or not. So you better pay attention to not only what goes inside but what's on the outside of the box.

Just because you have a great product doesn't mean it’s going to sell. Or even if you have it in the right retail environment that it's going to fly off the shelf. Packaging a product the right way entails much more than just creating a box or package to put your product in. Sure, you are going to get it there in one piece, we hope. But gone are the days of the box acting as only a protective shipping container. The box today IS the "retail" salesperson. The box or package is expected to provide the necessary information to help make an informed shopper’s decision since there is not a salesperson is available to answer a question. So the package must be the silent salesperson to tell all there is needed to know. What should the package be saying?

“What is this product going to do for me?”

More importantly, how you convey the information about what is inside and how it’s going to help the consumer solve a problem. That's an important factor to remember. When someone looks at your product in their minds they are saying, “What is this product going to do for me?” You know WIIFM, what’s in it for ME the consumer?


So think about your package from a consumer's perspective and not a package designers or package engineers. Consumers are smart, educated and savvy about their product purchasing. Don't get caught up in the notion about what has to be “ON” the box rather what needs to be ON the package to pique or satisfy the consumer's interest. Remember you have to get them to pick up the product first!

Hope you enjoyed this teaser. It's only a small portion of my presentation at Cosmoprof NA. Smart Consumer Vs Dumb Packaging

Couldn't attend this innovative session in Las Vegas? I don't want to spoil all your fun in advance. Order the special reports "Smart Consumer Vs Dumb Packaging?" or Does Your Packaging Speak Human? Scroll down to white papers and special reports at
<<http://www.packaginguniversity.com/pkgustorefront.htm >>

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.

LIKE THIS E-ZINE: You may forward or use in your newsletter.
Just be sure and keep my contact details intact.

THE DIVA'S PICKS OF THE WEEK:
Cos. Sign Up to Give Detailed Food Labels
MSN Money - USA... companies said they planned to start rolling out the new packaging by the ... policies to better combat obesity, which is becoming a problem among young people. ...
<<http://news.moneycentral.msn.com/provider/providerarticle.asp?feed=AP&Date=20060711&ID=5840973>>

Organic beer sales grow, Anheuser-Busch enters market
Boston Globe - United States... a Burlington, Mass., resident who founded Peak Organic Brewing Co., says people are embracing ... name on the Wild Hop packaging, and the Crooked Creek Brewing Co. ...

New Tetra Pak cereal packaging could boost product appeal
BakeryAndSnacks.com - Montpellier,France... Using this packaging instead of traditional cereal boxes will not necessarily be cheaper- or more expensive ... “People are fed up with traditional cereal packs. ...
<<http://www.bakeryandsnacks.com/news/ng.asp?n=68386-tetra-pak-danone-tetra-rex >>


JoAnn HinesPackaging Diva
Integrating Packaging With Consumers Wants And Needs
PackagingDiva@aol.com 4290 Bells Ferry Road STE 106-17
Kennesaw, GA 30144
678-594-6872
<">http://www.packaginguniversity.com/ >
<">http://www.packagingcoach.com>

Does Your Packaging Speak Human?

INTERVIEW WITH THE DIVA: In response to this headline...
"Universal Music overhauls CD packaging in bid to boost European market sales" Marketplace, the public radio business show asked my opinion about the repackaging of CD's to increase lost marketshare do to the downloading of music.

Unfortunately they didn't get to use the segment but I was surprised to read that Dave Kusek had this to say about the packaging. "DAVE KUSEK: Packaging is not the issue. It's value and convenience is the issue. It's part of a continued denial that the music industry has a problem." So .. THE DIVA'S QUESTION OF THE WEEK: Is the jewel box dead? Has any one checked out the Superjewelbox? I went to their site and thought the redesign was great. Not the Sony "green" certification too. Remember my 06 prediction about the growth of "Green" packaging. Look at some of the new innovations my readers have sent at www.packagingcoach.com.

IN RESPONSE TO MY ARTICLE: "Eat Your Package Not Your Product"
This just in from IFT:BREATH STRIPS JUST THE TIP OF EDIBLE FILM USES ORLANDO— “There’s a huge potential in the edible films…because they can be used as wrappers, sachets, coverings and packaging,” said Pretima Titoria of Leatherhead Food International.

The market for edible films has already experienced noteworthy growth during the past five years. Revenues that were less than $1 million in 1999 increased to more than $100 million last year, according to Tara McHugh of the U.S. Department of Agriculture. She says the breath mint and cold medication markets have been responsible for much of that growth.

Titoria said films can be used to hold separate packets of meat and curry, which can be sold together then thrown together in a pot to create dinner. As the film dissolved, it would serve as a thickening agent for the sauce. As always, consumer acceptance is the key, according to Titoria.

“How would the consumer feel about eating something that used to be a package?” Titoria said. “That’s something you have to think about when trying to promote this product.”

For more info contact IFT @ IFT.org.

FEATURE ARTICLE: 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 persuade 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 on the package 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?

What is the "human speak" of the product package? How can you use it to effectively influence the consumer? Does "warm and fuzzy" translate into more sales? Hear how you can "connect" to consumers through product packaging. Find out what turns off the customer. By the end my session you will have gained the knowledge necessary to hear your package and see your product through the eyes of the consumer.

Can't attend this innovative session in Las Vegas? I don't want to spoil all your fun in advance. Email me back at PackagingDiva@aol.com to order the special report "Does Your Packaging Speak Human?"

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.