Packaging News You Can Use

Well, we are into the New Year and everyone is making resolutions on how to improve in 07. It’s time to think about your product and it’s packaging too. Just like we do with our mental, emotional and physical aspects of our lives, think about improving and updating your packaging. You want it to mesh with consumer wants and needs.  Consumers are a moving target and what worked last year may not work in the years to come.

Here are 10 simple things you can do to ensure your product packaging is on target and delivers the right message to the right audience.

1)    Take an honest look at your product packaging. Is it working to your product’s best advantage? Are there changes that you have put off making due to lack of time or money? Implement a plan to review one product at a time or a family of products if they are interrelated. An important factor to consider when making any changes is the continuity of the brand. Don’t change for change’s sake. That only serves to alienate the customer.

2)    Give your product packaging to an outsider to review. Ask someone who knows nothing about your product and your packaging to evaluate it. Ask for an honest opinion of what they like or don’t like and ask what they think might be missing. Ask them to be objective and honest. Many times product developers get caught up in their own opinions and it’s good to get grounded with an outside consumer perspective. NOTE: Be objective about negative opinions. Delve in to the actual reason someone may not like your packaging.

3)    Go to at least five different retail outlets and look for comparable or competitive products and assess their shelf appeal. Is there a particular characteristic that appeals to you? It could be color shape, innovative design. Determine if you think their packaging is better than yours. What stood out in your mind about that particular package? NOTE: You don’t want your product packaging to mimic the competition. INSIDERS TIP: Play dumb and ask another shopper to make a decision about which product they like best. Then ask them why they chose that package.

4)    Step back from your product on the shelf at least five feet. Does your product stand out among the competition or is it awash in a sea of sameness? Is it difficult to distinguish one product from another? Is there a USP (unique selling proposition) that makes your product more interesting or more consumer friendly? Note: Many private label brands trade on brand recognition from the branded product. If your packaging goes that route, make sure you are not copying or infringing on someone else’s design or trademarked product packaging.

5)    Walk the isles out side your product category. Look for crossover innovations that can be utilized in your existing product. Look for new ways of dispensing a product such as the new Wishbone Salad Spritzer that moved out of the pourable bottle into a pump dispenser or Laughing Cow cheese that went from traditional foil wrapped individual packages into a squeeze bottle. An innovative concept that changes what people buy is what you are trying to capture.

6)    Review trends and predictions for your industry. Is your product packaging inline with where the industry is going? Is your market moving in a new direction or are outside influences driving what is happening to product packaging? A good example is the current movement toward “green” product packaging. Are you so specialized that you may be alienating many potential market opportunities?

7)    Read from cover to cover at least two industry publications. Pay special attention to marketing case studies or product makeovers. Look for new innovations or ideas that you can incorporate into your existing product packaging. Read the ads too. They always showcase the latest industry innovation.

8)    Subscribe to the industry blogs, e-zines and newsletters relevant to your product. Don’t subscribe . . . read them.  Pick one or two that you like or that provide pertinent information and discard the rest. There is such a thing as too much information that can either confuse you or make it impossible to make a decision because there is always a new and a better package out on the market.

9)    Plan to attend at least one industry trade show.  One of the best shows for innovation is INPEX®, America’s largest invention trade show. It is a unique exposition showcasing numerous inventions and new products available to license, manufacture or market. The 23rd show will be held June 6-9, 2007. If it’s innovation you are looking for, plan to attend. If you are looking for packaging insights and innovation, please be sure to attend the Packaging Diva’s presentation, “Packaging Your Invention To Sell,” on the June 7th.

10)    Last but not least think about ways to improve your product packaging. Make it easier for the consumer to use, find, carry, store, open or find important information about your product. Some of the simplest innovations can revolutionize an industry though innovative product packaging. Over 12 years ago, Sargento introduced the resealable zipper closure on their cheese packaging. The rest is history.

Whether you can accomplish all ten tasks or just a few, the most important issue is that you decide to move forward one packaging step at a time. Let’s face it. Consumers are a fickle bunch. It doesn’t take much to turn them off. In fact, you only have 2.6 second to turn them on. That is how long you have to persuade them to buy your product and the only way to do that is through compelling packaging. Yes, your package is your number one salesperson and once you have lost the opportunity you may never get it back.
 
Need insights on packaging trends that can impact your business?
Get the Packaging Diva on your team. Visit
http://www.packaginguniversity.com/ to find out about the latest
packaging innovations and our upcoming teleclass. “Consumer
Trends That Can Make Or Break Your Business” or call Danielle for
more details at 1-814-288-5451.

Web site picks up where box tops leave off
Edison Sentinel – Edison,NJ,USA
Each entry in the database comes with full nutritional and ingredient information, similar to what one would find on the back of the packaging.
http://ems.gmnews.com/news/2007/0124/Front_Page/014.html
 
Consumer group calls for boycott over Wal-Mart’s organic food purchases
By Jim Frederick, Drug Store News
Monday, January 22, 2007

Asserting that Wal-Mart Stores has done nothing over the past six months to change its purchasing practices for organic milk, an interest group is calling for a boycott of the giant retailer.
The Organic Consumers Association called Thursday for consumers to avoid Wal-Mart and other big-box retailers because of what it charges are misleading practices in the selling of products dubbed organic. Its demand came six months after the group sent an open letter to Wal-Mart urging the company to change the way it buys some products labeled organic.

New DVD packaging allows previews before you buy
DSN Retailing Today
Wednesday, January 24, 2007 

A new DVD case that lets consumers finally preview a DVD before they pay for it was released today by SeeView Promotions, a Los Angeles-based media promotions company.

“It’s about time,” said Rick Andrade, SeeView’s DVD preview case creator and company president. “Current DVD cases just don’t have enough information to help consumers make the best choice. Now they have the chance to preview a movie on 12 3-D slides built right into the bottom of every SeeView DVD case.”

“7 Packaging Resolutions For The New Year”
Charges urged for landfill rubbish
ic SouthLondon.co.uk – Reigate,Surrey,UK
“We want central government to think about how they can encourage manufacturers to cut down on packaging and therefore cut down on the amount that people …
 
“Politically Packaged Packaging”
Public asked to join battle on packaging
Yorkshire Post Today – Leeds,Yorkshire,UK
The authority is staging roadshows this month in Bradford and Keighley to raise people’s awareness about the excess packaging used on the goods they buy. …
 
me to call it a wrap!
This is Bradford – Keighley,England,UK
“If people are more aware of what they are buying and retailers think twice about the amount of packaging on the goods they sell, hopefully this can further …
 
“Produce Packaging Crisis”
Report: Packaging greens linked to E. coli
Science Daily (press release) – USA
More People Are Getting Sick From Eating Fresh Fruits (January 28, 2003) — Salmonella, E. coli, shigellosis, hepatitis A, and Norwalk — these food-borne …
 
“Baby’s Got Bling – You Can Package Anything”
http://packaginguniversity.com/blog/?cat=6&paged=2
Pepsi Bling Puts Pop in Super Bowl
USA Today
For its first Super Bowl half-time sponsorship, Pepsi is giving away a $100,000 blinged-out soda can to a lucky fan. That person will also get two Super Bowl tickets every year for life.

The sterling-silver can crusted is with 300 diamonds, 100 sapphires and 100 rubies. The design was inspired by past Super Bowl rings, as well as by the Vince Lombardi Trophy for the winning Super Bowl team.
 
California’s latest: karma in a can
Pittsburgh Post Gazette – Pittsburgh,PA,USA
… Though the concept of karma may focus on inner goodness, Mr. Klamer is focusing on outer packaging to entice the same consumers who buy products such as Burt’ Bees.

February 1, 2007, 4:00 PM EST

You have 2.6 seconds to persuade a consumer to pick your product up off the shelf. Thanks to the proliferation of products available at retail, you have to get their attention – and fast. If you want to make money, it’s imperative that you fulfill the consumer’s wants and needs. But, you have to get their attention first!

Understanding and cultivating the consumer is an ongoing task. Consumer preferences can change on a whim. When it comes to product packaging, it’s important to understand the mindset behind consumers’ decisions. Each year new trends move into the foreground. Yet, while some are here to stay others move on as quickly as the came into being. Some trends have great power and become mainstream across industries, ethnicities and generations… but which ones?

I know what the consumer wants. I’ve done the work for you. I have studied the market and I know what’s hot and what’s not. This valuable information is not available from anyone else.

Join me, The Packaging Diva, for my insightful teleseminar on packaging trends that have the power to increase your sales by making the consumer choose your product.
In this 45 minute fact-filled teleseminar you will:
• Learn how understanding packaging trends can improve your bottom line.
• Find out why your product packaging needs to be trend savvy.
• Discover how your product packaging can incorporate packaging trends to improve sales.

If you miss this event, you may be missing your customer too. Don’t stand by while your competition gains the inside track to securing the consumer dollar.

Get the Packaging Diva on your team. Visit http://www.packaginguniversity.com/ to find out about the latest packaging innovations and our upcoming teleclass “Consumer Trends That Can Make Or Break Your Business” or call Danielle for more details at 1-814-288-5451. The seminar will begin promptly at 4:00 p.m. Eastern Time on Thursday, February 1, 2007.
You must be registered to listen in.

People are sick of conventional advertising. Let’s face it, most of today’s ads aren’t working or, at best, aren’t generating sales. So marketers need other methods of communicating the product’s worth to the consumer. The package becomes an obvious and valuable means to that end. The point is if someone doesn’t pick up your product they are never going to buy it. That’s where the packaging as an advertisement comes into play. How can you engage the consumer at the beginning of the product relationship? The package is your silent salesperson and it better have the right message delivered to the right audience — no matter what product is inside. It’s all about the package (or should be) and who buy’s it and why is it purchased.

Understanding and cultivating the consumer is an ongoing task. Consumer preferences can change on a whim. When it comes to product packaging, it’s important to understand the mindset behind consumer decisions. Each year new trends move into the foreground. Yet, while some are here to stay others move on as quickly as the came in to being. Some trends become mainstream across all industries, ethnicities, and generations. Trends have power. Use them wisely and you will reap the rewards. Here are 10 packaging trends that will impact whether the consumer will purchase your products or not.
1) The Trend-The Alpha Female.
She is the primary shopper and 80% of the time the decision maker. Companies are finally waking up to the power of the purse. She’s your primary target no matter what her age bracket. Fortunately, we have passed the “Age of Pink” where marketers believed that anything pink would sell. Now companies are looking at what women really want and not just what advertisers think they want. There is a new generation of pink packaged products, but the color is now utilized in a way that makes sense. It is not used simply because marketers consider it feminine.

What To Look For and Do:
Solve her problems. She is overworked, overstressed, time-crunched, multitasking and in a hurry. Offer her a solution. Most of all make it easy with simple instructions and virtually a no-brainer to make the purchasing decision.  Fulfill these needs and you will have a packaging winner.

2) The Trend-Baby’s Got Bling.
The luxury market is on the rise. Whether its designer bottled water or pet care products, consumers are willing to pay a premium. Nothing is too off the wall in the luxury market. If it’s packaged right, it will pique the customer’s interest. Consumers are on the lookout for that one unique product that they just have to own. A good example is the recent introduction of clear vinyl handbags. This spawned off of the clear bags used to display toiletries to security at the airport. Now consumers are spending hundreds even thousand of dollars to own one. Will it last? Who knows, however, some designers are making serious bucks.

What To Look For and Do:
Trade up on existing products. Move them out of mainstay categories and into the luxury market. More luxurious packaging on commodity items will make them seem special. The middle of the road packaging market is declining. People are either buying on price or paying a premium to satisfy a need.

3. The Trend-Brand Slutting.
Forget about brand loyalty. Those days are gone. Marketers have spent big bucks trying to ensure product commitment but consumers are moving from loyalty purchases and trying new products. One thing that is driving this trend is the growth of private label packaging. PLMA President Brian Sharoff presented
these findings at a recent trade show. According to the survey, 41% of shoppers say they are “frequent” buyers of store brands, up from 36% five years ago. When the product looks as good and works as well as branded products, consumers are willing to take a chance. If their needs are met, chances are they will never go back.

What To Look For and Do:
Opportunities abound in private label packaging that transcends traditional categories. Look at the growth of the tea industry. Virtually every conceivable tea is on the market today and this market is growing. Consider how you can take an existing product and create something consumers will desire to try.

4. The Trend-BOOM.
Who will be the biggest future purchasing demographic? The 50+ generation. The numbers are amazing and it’s a continued growth market too. Earn this customers TRUST and you will retain their purchasing power for 25 years. So why aren’t we getting products packaged for this market? Many of the seniors’ issues are the same as other consumers, they just need more of it: Easy to open, easy to read, easy to handle or store.

What To Look For and Do:
Don’t ignore ways to improve existing product packaging: larger type, ergonomic capabilities or even products that are easier to hold onto. I’m amazed by the lack of innovation in this category. When we brainstormed at the FlexPack Conference about senior friendly product concepts, the audience offered lots of great ideas about how to serve the market sector.

5. The Trend-Greenwash Me.
It’s all about the “green” or lack of it. This time I think it’s going to last. Consumers are being bombarded with messages about the environment. We all are media creatures and the media loves anything “green.” You may not be aware that consumers are on their third wave of environmental awareness. The last two influences died out once the reality set in that it cost the consumer more to be “green.” But retail drivers such as Wal-Mart and Tesco are holding fast to their line in the sand. The standards they established and are trying to implement will drive “green” initiatives down through the entire retail chain. Whether it’s a true mandate or a political ploy, consumers are awash in a sea of “green” information. Additionally, the packaging of products with environmentally friendly materials is being scrutinized.

What To Look For and Do:
Explore ways to “green” up your product packaging. Whether its eco-friendly, bio resins, bio plastics, recyclable, post consumer waste or whatever works for your business, explore these options in your product packaging. Be wary of trotting out a so-called environmentally friendly package just to capture a trend.  Consumers will see through this ruse.

6. The Trend-Make It Mine.
Personalization or customization is hot. Consumers want products uniquely theirs. Treat them special and not just as one of the masses. Make them feel like you understand their needs. Offer them ways to expand their brand loyalty through a product with which they are already comfortable.

What To Look For and Do:
Don’t overlook ways to engage your consumer though personalization of their favorite products. Many major marketers have already jumped on this bandwagon. Personalized catsup, cereal and candy are a few examples. Ask how you can create a personal bond with this consumer through product packaging.

7. The Trend-WOM – Word of Mouth Marketing.
Do you have a satisfied consumer? How can you persuade them to pass the word on to other potential customers? The key is to create a buzz about your product that is so strong a consumer needs to tell someone about it.

What To Look For And Do:
How can you turn a customer into an evangelist for your product? Offer them something special in return for their loyalty or support. Offer them other products made by your company. Set up a rewards program. Don’t just offer a few cents off. That doesn’t work. Give something of real “value” to the customer and not necessarily money.

8. The Trend-Your Nose Knows.
Smell has been one of the least used senses incorporated into product packaging. That is changing. Companies are figuring out ways to “connect” to the consumer through the sense of smell. Look at the success of the of Verzion’s “Chocolate phone” (incorporating the scent of coca) into the product marketing. The continued growth of scent marketing is more than just an odor; it’s a way to reach consumers through a sensory relationship.

What To Look For And Do:
Integrate smell into your product package. Not just a fragrance but a smell that is integral to the marketing concept. Look for continued advances in packaging that smell like the product within.

9. The Trend-Se Habla Chinese?
I recently read a staggering statistic. China is now the world’s largest packaging market. It’s relative to disposable income and the demand for increased consumer goods as incomes increase. In the US we are already well established in marketing to the Hispanic consumer. Virtually every packaged product is bilingual, but what about markets outside the US? We are no longer the primary player. It’s important not to overlook the globalization of consumer product packaging. Your product may be delivered to a consumer halfway round the world

What To Look For And Do:
Think global. Think about customers from all countries; not just the country of manufacturer. Be sure and study the cultural ramifications too. What works for product packaging in one country might not work in another.

10. The Trend-Code Orange.
Consumers are worried. Look at the recent e-coli and salmonella product recalls. Consumers are leery of what they buy, what it’s made of, how it’s processed, and where it comes from. More importantly they are beginning to question its security through the distribution channel.

What To Look For And Do:
Pay attention to packaging innovations that can track, record, and provide product integrity or security. Look for devices that consumers, not just the manufactures, can understand. For example, there are labels that change color when a product has expired or has become contaminated. This gives consumers a heads up not to purchase that particular product.

One negative trend I need to mention – Gotta Change.
Why? Why fix what isn’t broken? Consumers are fed up with products that they like but they can’t identify because of the new and improved product packaging. Look for ways to engage the consumer with the existing product packaging that is familiar and trusted.

Pay attention to and study packaging trends. They offer predictions of where the market is moving. Trends have to be understood in order to appreciate how they can impact your business. Have you ever counted how many new product introductions there are annually, and how many failures? Give it a shot. Trends can make or break a product’s profitable introduction or prelude its disaster. Be sure to keep your packaging on track with the consumer and incorporate packaging trends where they make sense. Being wise to the power of the trend can fortify your brand loyalty to a very fickle, elusive and changing consumer.