Tag Archive 'social media'

Dec 02 2011

The Power of Packaging

Filed under Feature Article

Information overload. We all suffer from it. The average person is bombarded with in excess of 3,000 marketing messages a day.

 

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!

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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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Jul 27 2011

The Packaging Of Information

Filed under Feature Article

It’s not just about the packaging of information its what you do with it that counts.

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.

via muscatinejournal.com
So think before you engage, with information overload make every sentence count.
My social media packaging friends get first dibs on profile spots for MFG.com/packaging
new Packaging Marketplace.
For more details send your company info to earlyaccess@mfg.com to reserve your spot.
Happy Packaging!
JoAnn Hines
Packaging Diva
Partner and packaging source expert for MFG.com.
Try joann@packagingdiva.com
678-594-6872
Visit my web site @ http://packagingdiva.com
Follow me on Twitter @ http://twitter.com/packagingdiva
Like 14,000+ people do interested in packaging
Connect with me on LinkedIn @ http://linkedin.com/packagingdiva
Or join my community @ http://facebook.com/packagingdiva

 

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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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