Packaging News You Can Use

Speedo announced its goggles will be packaged in sustainable cardboard.

Taking baby formula out of metal into a composite can by Sonoco.

Glass and metal from Estee Lauder that can be separate for recycling

The world’s first certified carbon-neutral bottled water is produced using only natural, renewable power sources, packaged in recyclable plastic.

When the package is the product.

When consumers go out to shop it’s your job to convince them to
buy your product. With the wrong packaging or one that doesn’t
properly convey the message of what is inside you are fighting an
uphill battle.

Think of packaging as your silent salesperson. What message are
you projecting?

Just like we do with our mental, emotional and physical aspects
of our lives, think about improving or updating your product
packaging. You want it to mesh with consumer wants, needs and
current lifestyles which can be influenced by many external factors that
will effect their purchasing decision. Consumers are a moving target and
what worked last week may not work in the months to come.

Here are 7 things you can do to ensure your product packaging is
on target with your core customer 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 are the continuity of the brand. Don’t change for
change’s sake. That only serves to alienate the customer
especially when they have the difficulty finding your brand. The
sad thing is once they make the switch to a competitive product
they may never come back.

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. You love your product and consequently
you love your packaging. It’s good to get grounded with an
outsider’s perspective that insures your message is getting
across.

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? You don’t want your product
packaging to mimic the competition. It can get you into serious
trouble if you copy someone else’s brand.

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. These insights can help you focus on
what the consumer is looking for.

4) Step back from your product on the shelf at least five feet
(that’s where most people will see it.) Does your product stand
out among the competition or is it awash in a sea of sameness
same color, same size same shape?) 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 or interesting ways of packaging a product.
An innovative packaging concept that changes what people buy is
what you are trying to capture. You want your product to be the
one they pick up.

6) Review trends and predictions for your industry. Is your
product packaging in line 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” or environmentally friendly
product packaging. Does this concept mesh with your brand?

7) Last but not least think about ways to improve your product
packaging. Make it easier for the consumer to use, find, carry,
store, open, dispose of, reuse or find important information
about your product. Some of the simplest innovations can
revolutionize an industry though innovative product packaging.
Optimally your product packaging will provides a pleasurable
consumer experience not alienate them.

Whether you can accomplish all seven 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. 

I’m changing the delivery date of Packaging News You Can Use from Fridays to Tuesdays.
I’m also changing the subject title from the name of the featured article to: Packaging News You Can Use by JoAnn Hines Packaging Diva.

You will have to open the email to see this weeks “hot” packaging topic written by me JoAnn Hines Packaging Diva.

Other important sections include what is hot in green product packaging (Packaging Greenwatch) and my picks of the hottest packaging news of the week.

In recognition of the critical importance packaging plays in increasing the sales of fresh fruits and vegetables, the Produce Marketing Association (PMA) announces its new PMA Impact Award: Excellence in Produce Packaging. An award will be granted in five categories: food safety/traceability, functionality/technology, marketing design/messaging, sustainability, and merchandising/transportability.

“The pivotal role packaging plays in the produce marketplace cannot be over-emphasized, said Ronald G. McCormick, Chairman of the PMA Packaging Council and vice president, divisional merchandise manager, produce and floral, Wal-Mart Stores, Inc. “This award was created to recognize those companies who best demonstrate the “out-of-the-box-thinking” that is fundamental to packaging excellence.”

Multiple submissions from one company will be accepted with the completion of a separate nomination form for each submission. All nominated packaged products must be currently commercially available. Awards will be presented October 13, 2007, during Fresh Summit’s Saturday Breakfast General Session that begins at 7:30 a.m. www.pma.com/freshsummit.
 
Broken arm? Wrap it in cardboard
Bangkok Post – Thailand
Thai medical research has made a step forward with lightweight disposable cardboard casts, the latest innovation for broken bones. …

The Do It Yourself Product Packaging Workbook was created by the most successful consumer product packaging expert  who has done it over and over and over…and she shows you how to do it, step-by-step. This kit will save you lots of time and money.
 
Listen, I have been there.  I know how hard it is to have a great idea or product, and to have to dig through mounds of information to learn how to package it.

All the ‘work’ is done for you.  You have probably found out how overwhelming packaging your product can be.  You will receive expert guidance, tips, and proven strategies to bring your product  to market.
 
WHY YOU NEED THIS WORKBOOK
 
It’s a tangle of information out there and what you don’t know CAN get you into trouble. (Just look at of all the news stories that deal with packaging.) In fact, your product may never see it to the retail shelf if you don’t do your homework.
 
People always contact me whenever they are in trouble. Most of the time it is after the fact and they want the quick fix to their packaging woes. Well, it doesn’t work that way. Packaging is a complicated intricate process.  Understanding it requires time and consideration. It’s not just about getting the product there. It’s also about getting the product to SELL.

That’s where the unique role of packaging comes into play. Packaging is a complex equation. It IS the sales person. It IS your brand. It IS your company and if you haven’t given it the consideration it deserves it will fail or most certainly not live up to its expectations. Everything you need in one simple workbook. The workbook includes over 30 years worth of information on packaging products.
 
The workbook covers the following topics:
•    The “Nuts and Bolts” of how product packaging works;
•    The “How To” of packaging your product to sell;
•    The “Inside Scoop” on finding a packaging supplier;
•    How to have premium packaging on a startup budget;
•    How to avoid packaging disasters;
•    And best of all, how to get started packaging your product.

Additionally, it includes many special “cheat sheets” and “resource” lists that will save you time and energy.
 
Why? Because I have done all the work for you. I know how packaging works.:
Some special bonuses include:
•    The “how to” of getting started on package design.
•    Packaging Terms Directory
•    Packaging Trade Association List
•    Packaging Magazines list.

If you know nothing about packaging and don’t know where to start or even how to find a packaging supplier, you have come to the right place. Of course you won’t get the personal one-on-one with me, the Packaging Diva, but this is the next best thing and it’s a fraction of the price of the Boot Camp.

The Packaging Boot Camp Workbook CD is only $69.95. It’s the next best thing to having the Packaging Diva by your side to answer all those pesky packaging questions.
So don’t wait until it’s too late. Order the workbook now before you flounder in product packaging problems.

NOT SURE YET? Read the Table of Contents
 
Introduction: Why you need this resource. I have complied 30 years of expertise into one easy to use workbook.

Who Is The Author:  About the Packaging Diva. Why I can help you develop product packaging that will SELL.

Why I Wrote This Workbook: The story behind the workbook. I get hundreds of inquires a week asking for help. This workbook tells it all.

How To Use This Workbook: The are lots of references and example I want to ensure you understand how to utilize this resource to your best advantage.

What Is A Package Anyway: Basics about the role of product packaging and what it is more that just putting the product in a box.

Packaging’s Pesky Problems:  What happens when packaging doesn’t work? What might happen to your packaging that you never considered.

Understanding The Consumer:  One of the most important things you need to know. What works in wooing the consumer and what doesn’t.

Packaging As A Marketing Tool: Why packaging is the best method to sell your products. And how it is your most important sales too.

Packaging That Works: What works and what doesn’t.  How the right packaging WILL make a difference.

Utilizing Packaging Innovation: What’s new in the world of packaging? How can you incorporate into your products.

Packaging Snafus and Problems: Examples of packaging that failed and why. Thinks you need to know before the fact.

External Influences That Impact Product Packaging: Things that can happen outside of your control. What you don’t know CAN hurt you.

How To Find A Packaging Vendor: Simplifying finding a vendor that wants your business and deals in to quantities YOU want to order.

Questions To Ask A Package Designer:  Where to start , what to ask and whether you need a designer.

Frequently Asked Questions And Answers:  Questions that are most commonly asked about packaging and the answers.

Packaging Terms Directory: Explanation of all the technical terms you need to know. You will be able to understand what packaging materials are made of and how they are made.

Packaging Trade Associations List: A list of the most relevant associations that can help you with your business.

Packaging Trade Shows List:  A list of the most relevant packaging trade shows that you should attend.

Packaging Article Addendum:  Pertinent articles from the Packaging Diva relative to the explanations and examples.

Packaging Example Addendum: Examples of the most important types of product packaging so you can see and understand the different types.

Other Resources And References: Other resources you can use and need to be aware of.

Additional Relevant Articles By The Packaging Diva: Additional articles relevant to packaging your products to sell.
 
But if you are still not sure….. Here is what people have to say about about my product. <> Mike
 
“Great takeaways. Well, worth the time. I can now look at my products in a different light.” — Jarom Campbell, category manager, Melaleuca, Inc.
 
JoAnn Hines, the Packaging Diva, has an excellent grasp of packaging trends, technologies and innovations that impact the manufacturing of packaging materials. Barbara Heimlich Vice President Research, Program Management – Paragon Development
 
The Packaging Diva says
The average cost to design a retail package is $7,000. What’s $70 to get it right? 
 
Considering that the cost of designing an average retail package is $7,000, what’s $70 to get it right (or risk spending thousands more to fix it later)!
 
The Do It Yourself Product Packaging Workbook CD is only $69.95. It’s the next best thing to having the Packaging Diva by your side to answer all those pesky packaging questions.
So don’t wait until it’s too late. Order the workbook now before you flounder in product packaging problems.
If you are ready to order now, I have a special bonus for you. “10 Reasons Why Packaging Fails” just for placing your order. So order now on our secure server by going here http://packaginguniversity.com/pkgustorefront.htm
What have you got to lose? If your not completly satisfied that this workbook tells it all, I will refund your money.