Tag Archive 'Repurposed'

Aug 01 2011

Packaging Crap

Filed under Feature Article

Recently I’ve seen a host of new product introductions and I wondered who is going to buy that?  But there are products out there for everyone. After reviewing the items I got thinking these are great examples of the “Power Of The Package” you know packaging as the silent salesperson. After all its the packaging that going to sway you or not to consider purchasing these products.

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.

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Dec 07 2010

On My Packaging Radar w/o 11/29

Filed under Feature Article

Packaging Issues That Can Impact You Or Your Business

  • 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

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Dec 03 2010

I Want More Packaging, Not Less

Filed under Feature Article

Wow, what a statement! I’m sure I’ll be excoriated for this opinion.

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

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Nov 11 2010

Packaging Innovations Shaping Our Lives w/o 11/1

Filed under Feature Article

Do you consider this packaging innovative? Here is why I picked it.

If this eco environment anything that can use less material and add less to the waste stream is noteworthy. Presenting a smaller retail profile too.

I’m not sure why someone hasn’t thought of this before either because of manufacturing difficulties or dispensing issues. Only time and consumer acceptance will tell whether this packaging innovation will shape our lives.

Tubeless Toilet Paper

via MNN.com

I love Kenzo Flower! This package has changed since I bought mine. ( Mine won’t refill, I checked) wonder if the will send me a new bottle now that I have showcased it.  In any case the bottle is gorgeous and now its refillable too. So many products are considering refill as an eco option.

Refillable Packaging

This is just a concept drawing but seriously and issue near and dear to all of us: getting the last of the contents out of the tube. I have a client that has solved this problem too! The issue is selling the concept to a very large CPG Community without increasing the price.

Innovative Tube Packaging

via alltop.com

This is also in a test mode too. We are starting to see QR codes on certain packaging. It’s actually a form of intelligent packaging that allows consumer interaction with the product to get more information.

In this case consumers who scan the bottle’s codes will be able to get information on the wine and link to detailed tasting notes, food pairing ideas, and link to the Facebook fan page and the Jackson Triggs website.

QR Codes In Packaging

via marketingmag.ca

On paper these look good but is the reality something consumers will accept?

You decide.

But one thing to consider is just because its innovative doesn’t mean the consumer will buy. That’s where I come in to the play helping you sort out the bigger picture (that is, do consumers really want it)?

So before you make a packaging mistake like these Bizarre, Weird and Strange examples why not give me a call or email me.

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Nov 10 2010

Packaging As A Marketing Tool:

Filed under Feature Article

Thousands of new products are introduced every year, more than 15,000 to be exact. How can your product compete, not only with established brands but with the plethora of new products that are being introduced? The answer of course is THE PACKAGING. The right packaging with the right message will rise above the competitive landscape. But how many companies understand the value behind packaging as a marketing tool? Most just look at as a way to convey the product or recycle tired images and product packaging that doesn’t work.

Understanding the complexities of how a package reaches out to a consumer is one of the most important things to understand. Communicating that message on product packaging is a time consuming and difficult challenge. The answer derives from understanding what the consumer wants from their product packaging. A good way to assess this problem is to look at yourself and how and where you shop?

What compels you to look at a new product? What drew you to pick it up and take a closer look? Your answer may be different from that of another member of your family or a significant other but the message is the same. You were intrigued enough by whatever ever that made you pick up the product and take a closer look. That’s half the battle won because your product will never sell if someone doesn’t pick it up in the first place.

I know it’s a trite saying by now but seriously “think outside the box.” That is what makes your product unique from its competitors. Here are a few questions to ask yourself about your package. Remember think from the consumers’ perspective not from the manufacturers.

Rank these attributes for your product and then the nearest competitive product or a product that you recently purchased that was outside your normal buying pattern.

Is it new and innovative?

Asda receives ‘Innovation of the Year Award 2010’

In Store Dispensing Systems (ISDS) and dedicated returnable and refillable packaging

Is it fulfilling a need?

Replacing difficult to open clamshells

via PSFK

Is it easy to use and convenient?

Ready To Eat Packaging For Your Pet

via PetSmart

Is It A Good Value?

In this example you can clearly see the difference.

Question is the price the same?

Does it make the consumer happy?

A Slice Of Life

via NYT

Does it inspire consumer trust and loyalty?

Buying from a trusted brand

Is it safe and secure?

Extended Shelf Life Technology Makes it Possible

Keeping food fresh and ready to eat.

Does it compel you to want to know more?

I picked this up because of the package

So how does your product stack up in solving a consumer want or need?

Packaging That Solved A Consumer Need That Failed To Deliver

Would your packaging make someone desire to take a closer look?

Remember it’s the package talking here. It’s the one doing the work marketing what’s inside to the customer. That’s what you need to drill in your brain about your package – why buy me??

Evaluating or developing product packaging with the consumer in mind is your first step in creating a package that markets all the products attributes to the ultimate decision maker the customer.

Don’t get concerned it your package doesn’t do all of the above. It only takes one unique attribute that will intrigue a consumer to take a closer look. Of course the more needs you can fulfill the better “connection” to the consumer. The “consumer connection” is what you are trying to create. So think outside the typical behavior and solve the hidden need that will make a consumer buy your product and not a competitors.

Want more of the latest packaging insights and packaging trends that drive consumer purchasing? Be sure and visit the Packaging Diva’s newest web site http://greenpackagingwomen.com where you will find, packaging tips, technology and the latest news.

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)!

Do It Yourself Packaging saves you time and money with step by step solutions. 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. 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. (and I am going to teach you how.)

To find out how visit Do It Yourself Packaging at http://doityourselfpackaging.com/

Or for more packaging help visit http://www.packaginguniversity.com/ to find out about the latest packaging news, trends and innovations.

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