Jan 30 2012

Bubble Wrap Branding

Posted at 4:33 pm under Feature Article

I’m always seeking fun and creative ways to market my clients, and myself so I just couldn’t overlook this opportunity. Chase’s Calendar of Events has chosen January 30 as this year’s day when Americans should stop and appreciate the uniqueness and versatility of Bubble Wrap®.

Even more interesting is that Bubble Wrap® was invented as plastic wallpaper with a paper backing. After the plastic wallpaper failed to take off in the consumer market, the inventors realized that their invention could be used as a packaging material. Look where it is today, a mainstream of modern life. We can all aspire to having our product become a household word. Wouldn’t it be great if the first person someone thinks of when they have a problem to resolve or needs a solution were you and your product?

The point of this trivial information is to send home the message that your success is all about branding. It is vital to brand yourself. That means build an image in someone’s mind that pops (no pun intended) to the forefront when they need a particular product, service or expertise. Branding yourself doesn’t happen overnight. First, you have to compete with the awareness factor. (Do they even know that you exist?) Next, you have to overcome the credibility factor. (They know who you are, but do they know what you can do for them?) Finally, you have to tackle accessibility or availability (Can they reach you when they need to? Do they know where and how to get in touch with you?)

Think again about Bubble Wrap® and all of its unlikely applications. People never seem to throw it away. They save it for future uses or because it’s cool and works as a definite de-stressor. That is how you want your clients/customers to think of you. They save your info for when the need arises and remember the infinite ways that they can use your services.

So what lesson can we learn from Bubble Wrap®? Sometimes our marketing efforts might move in unpredictable ways. Ways we could not have conceived when we thought of the original idea. However, no idea, no matter how bizarre it may seem should be discarded. The secret lies in capturing those ideas when they arise and using them as a platform to focus on bigger and better opportunities.  So get out of your bubble and begin a strategy that concentrates on branding yourself.

Need to know who’s got the latest concepts in packaging innovation? I know, that’s what I do-track packaging trends and innovation and how it is going to impact your business. I’ll share how I BubbleWrap® branded myself too.

Get connected with me the #1 connected person in packaging JoAnn Hines Packaging Diva for: Answers, Advice, Results!

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Rating 3.00 out of 5


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