Packaging News You Can Use

Meet the Packaging Diva sharing consumer packaging experiences in her presentation @ NCOF.com

Consumers are fickle and one bad packaging experience can turn them off from buying your product. This session will cover how to translate a bad packaging consumer experience into a successful outcome and how innovative packaging can sway a consumer’s purchasing decisions.

Learning Outcomes:

• How to turn an unhappy consumer into a satisfied returning customer through packaging.
• How creative packaging can build consumer loyalty.
• Why having the right packaging is more than just appearance.

Bonus:

Guest panelist sharing Disney packaging experiences.

Adam Spriggs from
Tailford Mitchell
830 N Summit St
Toledo, Ohio 43604
P 419.843.8852 x209

Details:

Tues, Apr 20 Disney World Swan & Dolphin , Lake Buena Vista , FL, 4:00-5:00pm
Register @ http://NCOF.com

Who Should Attend

People who are responsible for key areas of direct commerce operations, including Managers, Directors and C-Level executives in:

• Automated Systems
• Business Development/Business Solutions
• Call Center Operations
• Carrier Relations
• Channel Sales
• Customer Service
• Distribution Center
• E-commerce
• Fulfillment – Internet, Merchandising, Marketing
• Inventory Management
• Logistics
• Manufacturing/Production
• Material Handling
• Operations/Operations Strategy
• Protective Packaging
• Purchasing
• Retail
• Sourcing
• Supply Chain
• Transportation Management
• Warehouse Management

The Packaging Diva is proud to be sponsored for this event by WorldLabel.com

Worldlabel is a label manufacturer of Blank Label Sheets for multifunctional labeling applications including address, mailing, shipping, CD and media labeling, as well as general business office labeling requirements. Our labels are designed to format with label templates you are currently using in your popular label software and templates sizes, Windows® Mac® and Linux programs. Non-curl jam-free 8.5″ x 11″ label sheets with an emulsion acrylic non-ooze permanent adhesive (unless stated removable) suitable for laser printers, ink jet printers, and copiers. Please visit http://worldlabel.com

Tags: Amazon.com, Consumers, direct mail, Disney, distribution, fulfillment, logistics, operations, packaging, retail, shipping, sourcing, Terracycle, transportation

Consumers are confused by all the changes happening in their favorite brands. Once brand equity is established its important to keep continuity within the brand. Several ways to alienate the consumer is a complete rebrand where they simply don’t make the connection with the changes in the package.

Rebranding:

2009 brought about the rebranding of some well known products. One example we all know is the Tropicana rebranding fiasco. The company totally lost track of what the consumer expected when they changed their packaging to reflect a more modern look. Consumers were confused when they couldn’t find the trusted brand on the shelf.

Rebranding can be very touchy as consumers are expecting their product to look a certain way and in a certain place. Very few brands successfully complete a major over hall without some consumer fallout. In this case Tropicana lost a 20% market share during this adventure.

Packaging Shrink:

What is it? It’s when the product and its contents get smaller yet the prices remains the same. Its tricky for consumers because the actual size of the packaging may look the same yet the weight of the contents is less. CPG’s are tying to keep a consistent price point because there costs have gone up yet consumers feel they are misleading them by not clearly stating this on the packaging.

Smaller Package Same Price?

When Is A Half Gallon Really A Half Gallon OR A Quart A Quart

In this example you can clearly see the difference. Question is the price the same?

At least they are spelling out the difference in this one.

Via Mouseprint.org

We now have an educated customer that’s reading labels and taking notes. Not only are the reading them but they are comparing like products. Branded merchandise was already loosing ground to private label products, now even more so with the down turn in the economy. If your product shrinks and the consumer isn’t happy they WILL look for alternative especially if they are less expensive.

Considering consumer awareness of the incredible shrinking package and rebranding a smart marketing person would be looking for ways to provide more value not less and retain consumer brand awareness.

Redesign, rebranding and shrinking packaging won’t win the hearts and minds in today’s consumer. Brand loyalty isn’t what it used to be and once they are gone they might never come back.

Packaging Phrases To Watch For In 2010

• Packaging Shrink
• Rebranding
• Brand Loyalty
• Private Label
• Redesign
• CPG
• Tropicana

Tags: Brand Loyalty, Consumers, CPG, packaging, packaging shrink, Private Label, Rebranding, Redesign, retail, Tropicana

Despite all the hue and cry around the holidays about bad, bad packaging few of us would be celebrating anything without it. Packaging makes the world go round and impacts your lives in many ways you never considered.

I thought it was time to reiterate the positive role packaging plays in modern society. The role of the package has changed over the years from functioning as a simple container to becoming an integral part of our society. Yet most people aren’t aware of the package’s important aspects or don’t understand how it works. They just know that it exists especially when they perceive it as a problem.

Let’s take Thanksgiving for example whether U had turkey or Tofurkey for Thanksgiving the packaging made it possible! Innovative packaging technology allowed you to buy theses product at retail, uncontaminated, undamaged, ready to use and readily available.

Let’s digress even further, did you brush your teeth this morning? What is toothpaste without having a package to make it possible for you to use it. What did you have for breakfast? Eggs, bacon, toast, fast food? Packaging plays an integral role in all these products and making them available to consumers or even exist. Simply put packaging makes products happen!

I’m not going to expound in depth on all the “real” things packaging does, but think of the primary responsibilities of the package. On the “short” list: It protects, conveys or transports the product so that it arrives undamaged or unbroken. It educates or tells us what is inside and what to do with it. It sells or persuades us to buy what’s inside. It makes it easy for us to buy, use or consume it. Remember, that’s just the short list for the role packaging plays in your life.

Now let’s look at the issues that arise without packaging: Broken or damaged contents (smashed potato chips, broken crockery, no turkey or Tofurkey). Plus it educates you too. How many servings are there? What temperature do I cook it? Where and how do I plug it in? How do I put it together? Will it color my gray, help me lose weight quickly, or attract (think about cosmetics)? Can it be cooked in the microwave? What’s for dinner, Ipod anyone? The list goes on and on.

Now what’s real? Sorry to say but there are some real idiots out there lambasting packaging without understanding why. Sure packaging contributes to the waste stream, and yes some things are overpackaged or hard to open. Yes, the packaging industry can do a better job in reducing the amount of packaging.

WrapRage is now the “in” buzz word from now to after Christmas. How hard it is too open or how dangerous it is when you do. But, seriously think through your day from the time you get up to your last bedtime snack. How many of those things could you use, do or accomplish without packaging?

So think before you rant. Understand before you condemn, product packaging as the bane of your or society’s existence. Remember this for the most part you can’t have a product without a package. Most importantly, packaging is our friend. And I’m thankful every day for packaging!

Tags: consumer, food, holidays, packaging, retail, supermarket, Thanksgiving, WrapRage