Here’s just a few of recent ‘current’ phrases that are tugging at our hearts and minds hoping to capture your interest and make a sale.

What influences you today may not be the same as tomorrow.  With so many competing messages attempting to persuade you, how can you ensure your’s is the message that resonates?

Join me 12/8 as I share the insiders secrets to how to make your packaging speak human @ http://www.instantpresenter.com/AccountManager/RegEv.aspx?PIID=EA50D786854C

Why me? I’m one of the top consumer product packaging experts and I’ll share 35+ years of packaging expertise about what works and what doesn’t.

Best of all its free!

When I saw this display I was a bit overwhelmed almost like indoctrination. What happens when we get over saturated with messages? They fail to register at all. That’s a bit how I felt when I saw all this pink (over 40 products) General Mills packaging. So much so it made me think I can’t wait for October to be over.

Will the plethora of pink turn people off? Well at the very least they will become inured to the very reason the products are pink in the 1st place.

Plethora Of Pink

What’s on your pink radar? Let me know if you are annoyed or just in pink overload.

This week, I received no less than five press releases about pink product packaging coinciding with the Susan Komen Race For The Cure and breast cancer awareness month. It ran from cereal to pasta. This is a far cry from the marketers a few years ago. As it turns out, many new companies are jumping on the “cause marketing” bandwagon in conjunction with National Breast Cancer Awareness Month by offering products in pink packages.
Right now breast cancer is the most popular female issue used in “cause” marketing. It is closely identified with marketing to women, the 80+% purchaser and decision maker of all consumer goods categories. So companies are thinking that pink is a win-win with female audiences. Yoplait, as well as Campbells Soup, has been supporting breast cancer for a number of years.

But let’s look at this a little more closely. It is important to recognize the fact that not all women are swayed by supporting a cause in their purchasing decision. It’s more complicated than just slapping a new (pink) label on the package or putting products in pink boxes. You have to connect with her in a meaningful way too. If she is not convinced about the validity of the product, then putting it in a pink package will not sway her either.
I am not sure how much each CPG company is donating to the cause but this presents a great opportunity for “cause marketing” through product packaging. You can capitalize through product packaging on other causes too. In fact, you can create ongoing cause marketing campaigns throughout the year with a little creative license.

A word of caution be sure and consider this.

There are two sides to this issue;

1) Companies that really believe in supporting the cause for which they are endorsing who develop pink products in the case of supporting breast cancer,

AND

2) Companies who are use a cause as a marketing gimmick to sell more product. In this case, many people question the amount of money that is actually donated. Is it insignificant compared to the profits made during a special cause marketing campaign? I think the issue revolves around the words “a portion of the profits” and that varies from company to company.

All of the companies have details on their web sites just how much is actually donated of its not on the packaging. If you don’t like what its says or supports don’t buy it!

But whatever your opinion — whether you are induced to make a purchase or to support a cause — packaging for cause marketing is here to stay. The question is can you make it profitable for your company to support this endeavor. Will your customer, the ultimate decision maker, look at your company in a favorable light or be turned off because they think you are out there to make a quick buck just because it’s a popular initiative at the moment? So think pink or not, be sure and understand how and why pink product packaging might impact the bottom line.

Worried about or where your next packaging customer is coming from? I can help. Sign up for my free webinar @ http://bit.ly/oGvLXx

The MFG.com Packaging Marketplace is a game-changer. Don’t you get it? This is how your customers will be finding YOU in the very near future.

Happy Packaging!

The MFG.com Packaging Marketplace is a game-changer. Don’t you get it? This is how your customers will be finding YOU in the very near future.

Manufacturing is the world’s largest industry. Just look around you, everything is manufactured – and most everything that gets manufactured also gets packaged. The packaging marketplace was a natural progression for MFG.com as we are laser focused on helping product companies connect and collaborate with packaging suppliers. 87% of the Fortune 100 Manufacturing companies and hundreds of thousands of small & medium sized manufacturing businesses already use MFG.com.

For suppliers, the MFG.com marketplace is the most powerful lead generation tool available, providing a steady stream of prospective customers through a variety of channels including:

- RFQ’s (HOT leads) intelligently matched to the type of work and customer profile you specify

- Search Engine Optimization so you rank high in all major search engines for the search terms important to you

- Syndication into Supplier Discovery Databases used by the world’s leading companies

- Syndication into Industry Portals and leading software applications

In this webinar, we will show you where the packaging manufacturing business is heading and give you real-life examples of how Suppliers are using the Marketplace environment to gain new customers and grow their business. You will walk away from this webinar with all of the information you will need to become a successful Marketplace supplier yourself!

This webinar will be hosted by the Packaging Diva – Mrs. JoAnn Hines!  We will leave plenty of time at the end of the Webinar to ask her any packaging related questions you may have.  The Packaging Diva offers MFG.com suppliers incredibly valuable insight and expertise in the packaging industry.

We hope to “see” you there!

Sign up today:

https://www2.gotomeeting.com/register/589928546

When I read about Bling H20, I initially thought what a great marketing ploy but then I realized that primary target demographics: boomers and women would be the ideal audience. These groups have money to spend and are willing to spend it for the right products. The luxury consumable market is also on the rise and product are being created to meet the demand.  People are willing to invest in themselves with a little luxury spending so why not luxury bottle water.

For those of you that are unfamiliar with this product Bling H20 ($55 a bottle) is no ordinary water. It comes in a thin, tall, frosted glass bottle and each 750ml bottle is handcrafted, corked, and decorated with exquisite Swarovski Crystals.  Wow what a concept! I love Swarovski Crystals anyway.

Photo courtesy Marsaili McGrath/Getty Images

Ask me about DIVA vodka I’m still angling for a review bottle (full of course)

via buzznet.com

Along with other products in the super luxury category comes this example. “ICE ROCKS are a secured ice cube product made from spring water for the luxury market.” But its more that just high priced ice cubes. It touches us in other ways that are important such as product purity and security. They even touch the environmental button too with eco-friendly containers. “The ice cubes are made for savvy consumers who seek the same level of purity for the ice cubes they place in their favorite beverages. These cubes, to be consumed within two (2) years, are hermetically packaged in disposable, eco-friendly containers, providing the user with a complete guarantee with regard to hygiene and safety, while respecting the environment.” Ready to buy some prepackaged ice?

I had to finish with this one. Packaging Crap. Yes, you heard it you can package anything and sell it if you have the right marketing message in your product packaging. This is a direct quote “If the package looks pretty, people will buy just about anything. So says an advertising executive in New York, and he has proved his point by selling boxes of rubbish for the price of an expensive bottle of wine. Justin Gignac, has offloaded almost 900 carefully presented plastic cubes of trash from the street of the Big Apple at between $50 (£26) and $100 each. Buyers from 19 countries have paid for the souvenirs. The idea has been so successful that he is thinking of franchising it around the world.” Yikes buying crap, my husband would love that one. He thinks all my packaging “examples” are crap too so maybe I should put them on Ebay.

Via Alltop

But to recap why and how packaging works as a sales tool.  It sends a message to the consumer. Its up to you the product manufacturer to determine what that message will be and who the audience is. But whomever the demographic the package has an important role to play and its integral to building your brand.

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.

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. Just remember when you connect with your consumer you can package anything even crap!

Like this?

Stayed tuned each week for more branding and packaging examples and dialogue.

For more ways to utilize packaging branding, innovation and marketing concepts to “connect” with your consumer contact me @ http://packagingdiva.com. You can also subscribe to the complimentary newsletter “Packaging News You Can Use” at the same address.

Today I had some interesting conversations online that had to do with business marketing and the packaging of company information.

Some very surprising comments surfaced so I decided I needed to write about it.

I’m considered the most influential social media packaging person. Over 14,000 people listen to me and follow what I have to say on Twitter alone.

twitter.com/packagingdiva

But, don’t take my word for listen to what Erin says “Wanted to say you are an idol in packaging social media world.” Thanks Erin @InlinePlastics She and I are connected through Twitter and LinkedIn.

But the most amazing thing is that people just don’t get it. I had a nice conversation with someone on Twitter and wanted to become more engaged in a conversation. Their response was go to the web site and fill out the contact form. You are kidding right!

I pointed this out and they assured me it would go to the right person. Now why would I do that when I can connect directly with the decision maker in a few seconds on Twitter. I get all my clients that way and I never fill out a contact form. What a colossal waste of time!

If fact since I knew I was going to write about this so I did fill out the contact form online. 5 days later no response. This is such an antiquated way of doing business and sends a really bad message.

Here is another social media packaging tip. Please don’t email me and ask me to respond to info @ or contact @. I want to know who you are please. I do business with real people! What’s the point if your dialogue goes into the black hole of nothingness.

Also I know you are trying to be friendly but I enjoy humor and clever repartee but I’m not really interested in whom you ousted as mayor of or the fact that you can be found @. I want and need your input but not meaningless blather.

<<I just ousted @X as the mayor of Zanoni & Facincani on @foursquare! >>

Seriously who cares?

Social media is about providing helpful info so you can be at the forefront of someone’s list when they need your help. To do that you need to provide value in your conversations. Its Ok to have fun while you are doing it. One of my most popular packaging tweets was about a corrugated boat and will it float.

• Food for thought! I need more packaging, not less @ http://bit.ly/eFPPlO
• S 510 Food Safety Modernization Act passed Senate. All food, feed, beverages come under this law. Stay tuned for more about this new law.
• 62% of consumer product goods companies’s (CPG’s) are expected to change packaging @ http://bit.ly/dIa4EO
  This is interesting because companies are being drive to change. But sometimes it doesn’t work out as expected. I’ll be covering exactly what happened with SunChips compostable packaging and why they are taking it off the shelf @ http://bit.ly/9arZ5r
• Although this is for the UK, plain packaging proposed for cigarettes @ http://bit.ly/hy3rUM
  It can very easily transition to the US and other countries.
• Disney slashes Pooh’s packaging http://bit.ly/fyS6Is
  When high profile brands make packaging history other brands will follow suit.
• Survey shows 1/2 food packagers expect machinery purchases next 12 months @ http://bit.ly/eq913e
  More machinery means more packaging. Yes!

So let’s get a little reality check here. Yes, there is bad packaging, yes, some things are overpackaged, yes we should give more consideration to the way we package products and how much packaging is used; yes, we should investigate more environmentally friendly materials, (the jury is still out on this one as to the true cost benefit analysis) and finally yes we the packaging industry should do a better job of educating the consumer about product packaging.

Need to know whose 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.

Get connected with me JoAnn Hines Packaging Diva for:

Answers, Advice, Results

But seriously, this is how I make my living. I understand and analyzing how the packaging industry works. It’s complicated and it’s big business. To be cost effective consumer products companies have been forced to use packaging as an integral part of their marketing campaigns. Remember the salesperson? When was the last time you saw one who actually knew anything about the products inside the store? Selling – that is one job of product packaging. It has to tell the customer all about what’s inside the packaging. It helps you make an informed purchasing decision too.

Let me pose another question. When was the last time you bought something in a beat up shopworn, dog-eared package? That’s another packaging job — to protect and secure the product inside (what a concept).

One factor these nay-sayers never consider is who pays for damaged products? You do, the consumer of course! One study says that there is a 20% waste factor in fresh produce that’s packaged properly. The detractors say no excess produce packaging! What will be the waste factor with no or limited packaging? And who will absorb this cost? You will again not the package manufacturers or the retailers.

My mind is numb from all the hue and cry about problem packaging: bad packaging, excess packaging, wrap rage packaging, get rid of packaging, leave packaging at the store and so on. This one gets to me too — stories about how many injuries there are from people trying to open packaging.

Packaging is under attack by the very people who need it the most and understand it the least: The Consumer. I counted no less than 10 stories this week decrying the bane of packaging. But it’s true that what is considered excess packaging is in the eye of the beholder. But with media headlines like this how can one not be swayed?

Weekend of action against packaging waste;

Don’t fall victim to Wrap Rage this holiday;

Parents urged to fight toy packaging,

and don’t forget these current trendy buzz phrases: Packaging Hall Of Shame,

Consumer Reports Oyster Awards; and packaging related accidents. Yikes! Who wouldn’t be on the lookout.

But let’s get down to packaging basics. Here are a few packaging factoids you might consider before beginning your annual holiday rant.

True packaging facts:

• Packaging is the third largest industry in the US;
• 10% of every dollar spent at retail can be directly attributed to packaging;
• The packaging industry employs over a million people;
• Food accounts for 70% of all product packaging;
• Packaging is a trillion dollar industry;
• The US accounts for 25% of the global packaging economy with China closing fast;
• The consumer has no idea the role packaging has to play in modern society;
• Without a package, you can’t have a product (in most cases).

So what is the “packaging” reality here? While researching this article I came across a staggering amount of what I call misinformation or misunderstood information.

These are packaging facts I’m not so sure about:

• Packaging makes up 1/3 of the average household’s garbage? Defined by who?
• US consumes about 660 pounds of packaging per person?  Are we eating this? ( just kidding).
• 90% of that packaging becomes solid waste. I know this is not true from a seminar I attended recently. It’s closer to 30-35%.

So let’s get a little reality check here. Yes, there is bad packaging, yes, some things are overpackaged, yes we should give more consideration to the way we package products and how much packaging is used; yes, we should investigate more environmentally friendly materials, (the jury is still out on this one as to the true cost benefit analysis) and finally yes we the packaging industry should do a better job of educating the consumer about product packaging.

Need to know whose 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.

Get connected with me JoAnn Hines Packaging Diva via email at Packaging Diva Email me for a special discount code saving you $100 @ packagingdiva (at) aol.com