Marke Wert beim Verpacken

Marktkonkurrenz an diesem Tag und an Alter ist ziemlich steif, und infolgedessen, versuchen Geschäfte und andere Organisationen wild, neue Wege zu finden, Kunden zu veranlassen, ihre Produkte zu kaufen. So wie ist zu stehen möglich, heraus unter solcher steifer Konkurrenz? Indem sie das ausgezeichnete Verpacken verwendet, kann Ihre Firma mehr Kunden inch holen. Nichts neigt, der Aufmerksamkeit eines Kunden die gleiche Weise zu erhalten, die hervorragende Verpackungsgestaltung kann. Im Augenblick des Kaufens eines Produktes, ist das Verpacken, was da eine direkte Verbindung zwischen dem Produkt innen und dem Kunden, der schaut, um einen Erwerb abzuschließen dient.

Verpackend gefällt der Richtung der Art und den Wünschen Ihrer Kunden, die ihnen helfen, eine Entscheidung zu treffen. Marketing und das Annoncieren willen beide wichtigen Rollen des Spiels im Prozeß, aber keine dieser Rollen sind fast wie nah an Ihrem Produkt, während das Verpacken ist, weil die Entscheidung, zum eines Erwerbes während der Einkaufenerfahrung abzuschließen spezifisch auf dem Speicherniveau und nicht am Marketing oder gleich an annoncieren getroffen wird. Das Verpacken ist zu den Verbraucher, zusätzlich zum Ändern der Ansicht einer Marke innen zeichnen, um dem Kunden zu helfen den, Erwerb abzuschließen fähig, den sie benötigen.

Was wir benötigen, um ungefähr dann zu denken, ist unser dieses Verpacken wir verwenden sowie die Wahlen, die wir treffen, wenn sie zum Verpacken und zum Verkaufen unserer Produkte kommt. Wenn das Verpacken nicht nichts tut, wenn es zu zeichnender Aufmerksamkeit zum Produkt kommt, dann wird niemand das Produkt kaufen. Große Verpackungsgestaltungen werden die Marke stützen, und in vielen Fällen, ist das gute Verpacken auch zum Gebäude fähig und verursacht und reflektiert die Marke. Ob Ihr Verpacken für Geschäft zu den Geschäft Verkäufen oder zu den Einzelverkäufen des Verbrauchers bestimmt ist, ist das Verpacken alles, wenn es zu die Marke wirklich reflektieren kommt.

It is important that you really get to know your market well so that you can make sure you are having a positive level of penetration. Also, having a good packaging design will continue to work for your company and your product for many years to come, which will allow you to build a large amount of loyalty all along the way. It is important, for this reason, that you make a point to know your customers well, and that you choose your packaging options accordingly in order to be able to penetrate the market with your packaging. When you come up with a solid concept for packaging, that is when you can generate real brand power, garnering the appreciation of your customers and building business as a result.

How To Package A Cause To Sell More Products

What is ?cause marketing? anyway? I think it is a misunderstood concept for the vast majority of people. The definition for this type of campaign came from the Cause Marketing Forum. (Note: It is not the endorsement of a product by a celebrity to sell more products.) We will touch more on celebrity marketing and product packaging in a future issue.

When I spoke at the M2W conference about cause marketing to women, I was surprised to find other speakers talking about the same issue. The problem was that all of us used the same example of supporting a cause (breast cancer) in marketing to women. I know breast cancer is an important issue and companies like Yoplait and Eveready have done an excellent job in using this as a marketing tool. Unfortunately, it?s really sad when experts use the same example to illustrate cause marketing. This begs that there are a lot of missed cause marketing opportunities out there.

There are many excellent causes that make great opportunities for enhancing your packaging’s ?sale appeal? too. I found a very interesting example from Celestial Seasonings tea packaging. The graphics on packs of two new teas feature woman wearing a designer style red dress icon and provide educational information about women?s risk of heart disease. Additionally, Celestial Seasonings pledges a portion of the proceeds from the sale of new teas to WomenHeart. They also donate up to $100,000 generated from the Red Dress pin offer featured on 17 million tea boxes. In addition, they expanded on the theme with other media events.

What about the message on bottled water? “Buy Water, Help Children.” Does it work for you? Their founders hope so because that’s the idea behind Ethos bottled water. In a crowded marketplace (there are more than 800 different brands of bottled water) Ethos sets itself apart through its social mission. Can this product connect though its product packaging?

Two weeks ago I wrote ?The Power of the Package? and discussed how mainstream marketers are losing out with conventional advertising. I offered information on the importance of how your packaging needs to engage, evoke, and engross the consumer with the right marketing message.

Just this week Ad Age reported that a new book reports that 37% of all advertising is wasted. The book by marketing industry veterans, Greg Stuart and Rex Briggs, details a five year research project that tracked $1 billion in ad spending by 36 major marketers and concluded that 37% of all advertising spending is wasted.

I agree that it is wasted. I have been studying this issue for a while and looking at advertising marketing messages (especially on the packaging). I wonder every time I see a new campaign at whom is it aimed. Most the time it?s totally unclear to whom the product is aimed. Despite all that is being written about marketing to various demographic groups, they still don?t get it in the advertising messages. Major demographic markets are overlooked. In fact, I will be speaking about some important demographics at two upcoming conferences.

So think about causes that your company can identify with. Consider causes where there is synergy between the message and the product. Don’t just pick a cause for a marketing gimmick. It needs to complement and expand your brand.

How can you integrate the cause into your product packaging? Can you successfully create a compelling message? Will the “cause” and the manner in which it is portrayed on your product packaging engage the consumer and get them to pick your product up off the shelf?

Cause marketing is a valuable and innovative marketing tool. Successfully utilized it can get expanded media coverage at different times during the year.

So, think about the causes that make sense for your product. Integrate them into your marketing plan. Look at the calendar and see where you can capitalize on your product packaging with branded cause campaigns and plan your marketing accordingly.

About the Author:

JoAnn Hines is the Chief Executive Officer at J.R. Hines International, a firm providing consulting services in the packaging industry. For over 30 years, Ms. Hines has been engaged in packaging trends, forecasting, ideation/brainstorming and implementing innovative new packaging technologies.

Need insights on packaging trends that can impact your business? Get the Packaging Diva on your team. Visit PackagingUniversity.com to find out about the latest packaging innovations.

5 Packaging Tips

When you are getting started it’s so hard to understand the integral role packaging has to play in marketing and selling your product. Put simply, it?s one of the most important product decisions you will have to make.

There is a universe of packaging suppliers, materials and even regulations. Not to be overwhelmed, it is easy to navigate if you take it one step at a time. It is a process just like any other component in product development. They key is to know which packaging factors will influence your product?s success or failure.

Here are five vital packaging tips you need to know as you start on your journey that packages your product to sell.

1. You can’t have a product without a package.

Just think about potato chips and eggs for example. How could you sell them unbroken and undamaged without a package? You have to be able to transport a product from point A to point B. The package is what makes it happen. Even if your product is not fragile, it can’t get into the buyers hands in a shop worn condition. Consumers will never buy it.

It?s interesting how packaging is evolving. In many cases, there would be no product without the package. Take something as simple as toothpaste. Whether it’s in a tube or in a pump the package plays an integral role in making this product work. It is so ordinary that many people never stop to consider this fact: Where would toothpaste be without a package?

So ask yourself these questions:

• Is your invention going to need a package that is part of the actual product?
• Will the packaging be more of a protective device to convey the product?

Whatever the answer might be, it’s time to start thinking about how the packaging is going to impact both shipping and merchandising.

2. The packaging could cost more than what is inside.

The rule of thumb is that the package should be 8-10% of the total cost on average. 10% of every dollar spent at retail is directly attributable to packaging. But that cost can vary dramatically with the product being packaged. The proportion of cost is lower with high ticket items and higher with commodity items as well as products in which the packaging is a bigger component than the product itself.

Let?s talk potato chips again. Packaging is a much higher cost in an item like this. You have a few chips and a bag but don’t forget that besides the bag there is a master shipping carton that contains the bags of chips. This is one of the hidden costs that many people overlook.

So think about not only the primary package (the one that is going to be seen at retail) but any other packaging materials that you will require to transport, ship or convey your product to its ultimate destination unbroken, not damaged, not tampered with and arriving in pristine condition.

3. Your package has to sell the product not just protect it.

The average consumer spends just 2.6 second making a decision whether to pick up your product or not. So your packaging better be on target to the right audience with the right message. Just stroll through any retail that merchandises similar products to yours. Overwhelmed by the competition? You bet!

And that’s just the beginning. Who is going to buy your product? Do you know? Are you aware of what language, colors, design and packaging materials that appeals to your target demographic? This can make or break whether your product sells or not. Ask yourself who do I want to buy my product and what packaging attributes will appeal to them?

4. Most packaging materials suppliers require large quantity orders.

It?s hard to find a supplier for small quantities. The double edged sword is that you don?t have large orders when getting started. The number one question I am asked is how to find a vendor for small quantities. In many cases, this can be a challenge but it is not impossible.

I know you have this exotic design concept on your head that’s just going to “wow!” them at retail. The reality is that in many cases you will have to start with stock packaging items that you can customize. As you get more orders or are able to order in larger quantities you can upgrade your packaging designs.

Don?t be discouraged. The stock design world has come a long way with innovative designs and materials. With a little innovation and creativity, you can have that prestige look on a start up pocketbook.

5. Packaging trends and innovations can influence whether your product will ever get onto the stores shelf.

In January of every year, I write a trends piece about where I believe the packaging industry is going for the year. This covers not only the hottest packaging trends and innovations but outside influences that can drive the retail industry. Many influences can be outside of your control. The secret is in knowing what is going to be the “issue” of the future or what might be mandated as a “must have” in your product packaging.

There are external factors that can dramatically change what the consumer wants or demands in their product packaging. What do you know about RFID, product integrity and product security, bio-resins and bio-plastics, environmental sustainability, smart or intelligent packaging? If you are like most inventors the answer is not much. But these packaging concerns are the wave of the future. Chances are one or more of these factors will be discussed when your try to get a buyer to commit to carrying your product.

Many requirements mandated but big box retailers such as Wal-Mart and Home Depot drive smaller retailers in the same direction.

I’m not trying to scare or overwhelm you with decisions that you are not prepared to make. I am trying to point out a few of the facts you will need to be aware of and consider in product packaging. The time to address these issues is at the point when you prepare your product for market not at the end when many times it?s too late.

About the Author:

JoAnn Hines is the Chief Executive Officer at J.R. Hines International, a firm providing consulting services in the packaging industry. For over 30 years, Ms. Hines has been engaged in packaging trends, forecasting, ideation/brainstorming and implementing innovative new packaging technologies.

Need insights on packaging trends that can impact your business? Get the Packaging Diva on your team. Visit PackagingUniversity.com to find out about the latest packaging innovations.

Is Your Packaging Newsworthy?

I see hundreds of releases on product packaging every week. For the most part I read the headline and say to myself “who cares?” That in itself is very telling because I am a packaging junkie and I’ll read almost anything that has to do with packaging.

Recently, mainstream media coverage of the packaging industry has been more in-depth than usual. I see dozens of articles about packaging each week. Unfortunately, the vast majority of the news articles deal with negative perceptions of packaging and its influence on society. From bottle water to excess packaging the packaging industry is getting a bad wrap. You can help change all that by portraying your product packaging in a positive manner.

So how can you get your product seen by the media in a more favorable light? Make sure that your packaging is connected to one of the more popular news trends or consider what the media will be covering outside of the obvious “breaking” news items unless of course you have a product that can connect to the most current story.

Start thinking about your product and how it can connect with the media coverage. A few examples of topics the media will be covering in the future include:

• Any thing to do with diets, weight loss or healthy eating.

This topic perennially becomes newsworthy as the holiday season approaches. This topic also offers opportunities for coverage in niche publications too, such as woman-oriented or fitness publications.

• Products that are geared around breast cancer or the Fight For The Cure.

The media is giving more and more coverage to this topic every year. Pink packaging abounds. But even if your packaging isn’t pink you can still piggyback of the media spin.

• Products that are marketed to or designed for the 50+ generation.

The “boomers” topic is getting substantial media play in virtually every type of publication. If you are marketing in this space, contact a few publications and find out what they will be covering in the next issue.

• Look for media spin on anything to do with the environment, recycled materials and bio-based materials.

The environment is hot right now, so this topic is definitely worth getting excited about. I just judged a brand new packaging competition for the Produce Marketing Association and one of the biggest categories was sustainable or environmentally friendly materials. If I was the winner of that category I’d be all over the media with my product packaging.

• Seasonal holiday innovative packaging.

Not your old holiday standbys but something really unique and creative. I always recommend thinking about secondary uses for your product packaging. The holidays are a great time for “keepsake” product packaging

• Investigate a pitch less commonplace to the media.

For example, recently I read about deli labels featuring CBS’s new primetime lineup are the network’s latest attention grabbing marketing plan. What a great concept. I’d be using this idea for every holiday promotion.

By tying your product into a hot topic or trend, you can help counteract negative publicity about the industry such as the upcoming Consumer Reports “Oyster Awards” articles which condemn product packaging every Christmas holiday. So, keep your eyes on the look out for ways and opportunities that will paint your product packaging to the media in a favorable light and not portrayed as too much, excess or over packaged.

You can make your product packaging newsworthy with the right slant and the right message. All it takes is a little creativity and imagination.

About the Author:

JoAnn Hines is the Chief Executive Officer at J.R. Hines International, a firm providing consulting services in the packaging industry. For over 30 years, Ms. Hines has been engaged in packaging trends, forecasting, ideation/brainstorming and implementing innovative new packaging technologies.

Need insights on packaging trends that can impact your business? Get the Packaging Diva on your team. Visit PackagingUniversity.com to find out about the latest packaging innovations.

Packaging Your Brand

What is a Brand? Webster defines a brand as a characteristic or distinctive kind of mark. In contemporary society, a brand is the essence of what people believe or think about you, your product, service or your company. It’s your identity.

Branding is that touchy-feely good stuff that translates into the way people feel about products and services. There are also negative brands out there, but we won’t go there except to mention that strong brands can very quickly become negatives ones. Consider all the negative publicity about Mattel and all the flak around that brand with the lead paint issue.

The brand is what keeps people returning. It makes them feel confident, secure, trusting, and cared for. It builds loyalty, constancy, allegiance, faithfulness and name recognition. So what does it mean to and for you?

A brand can be mean different things to different people. One thing remains constant: the brand should be compelling, intriguing, engrossing, fascinating or interesting. If your brand cries BORING, DULL, TEDIOUS, HUMDRUM, STODGY or just plain BLAH, it is time to “transform” the brand.

Building the brand will be the most important thing you do this year. It will impact your business, your career, your family and your customers. You want to position yourself first and foremost in your customers’ or bosses’ eyes. That way when an opportunity arises, you and only you are the immediate consideration.

The brand can do that for you. It is vital to realize that a brand is not a static thing. Just because your brand was great last year doesn’t mean it will have the same success now. A brand can become old, outdated, passe or even obsolete. Remember the buggy whip? I don’t either but it disappeared along with soon to be obsolete this like vinyl records (nor so the say).

Consider brand recognition. Brands like Coca-Cola, Nike, GM, Apple and McDonald’s not only have instant recognition but they also have the capability to bring an image into focus. Visualize those brands. Not only do their brands represent a product but a feeling too.

Some of the most compelling brands stay with us for a lifetime.

Think back…?? remember those roadside signs for Burma Shave? Remember how Smoky the Bear needs you to prevent forest fires? That’s what your brand should do for you. It should shift you to the forefront with the people that count. That way when it becomes time for a decision your name or your company’s name comes up first. If your brand accomplishes that, congratulations. Read no more. If not, it’s time to rejuvenate or reposition that brand.

Evaluate the following points before you start building your strategy.

1. Define your brand attributes. Brand attributes are like your skill sets. If I asked you to describe yourself in one word what would that word be? Strong, emotional, trustworthy, honest, sincere, reliable, friendly. That’s a brand.

2. Start thinking in these terms to flesh out the essence of your brand. What one word do you want to be remembered by? Would I be interested in what you have to say? If not it’s time to rethink your core message. It’s also important to understand that building your brand is as much about your customer (boss or client) as it is about you. You need to provide what they need, not necessarily what you are selling.

For example, you sell packaging (imagine that), doesn’t everyone? Does a potential customer need a new vendor? No way, but they need you right? So convince them that you are different and not just on price. Distill it down to what can you do for them that no one else can do.

• Deliver on time (reliability)
• Offer design assistance (creativity)
• Take inventory (responsibility)
• Help them sell more product (loyalty)
• Reduce the number of SKU’s (efficiency)
• Help them build their brand too

Get the picture?

3. Promise yourself to use your brand with everything. The more you see your brand the more powerful it will become. The ultimate goal is instant brand recognition. If I say the word Microsoft, you have an immediate opinion that connotes both good and bad images. My point is that whether it’s good or bad, it’s instant acknowledgment that you know this brand.

4. Use your brand to open doors, reinforce the doors that are already open through customer recognition. Get customer buy-in for your brand through testimonials and success stories. When other people do your talking for you that becomes your brand.

5. Leverage your brand. Do you have a charity or special cause that you endorse? Volunteer and get active. You never know whom you might run into. Make sure it’s a cause you believe in and not one you have selected for the publicity. Ensure its okay to include your participation in all you promotional materials. Integrate these into your brand.

6. Think brand in everything that you do. The average message needs to be seen or heard seven times before it’s even recognized. Consider the places where brand recognition comes into play. I’m not talking about the obvious places like TV, but the more subtle ways brands influence decisions or interests. Subtle brands are those that people really remember.

7. All your promotional materials are mandatory branding items. Business cards, flyers, media kit, stationery, websites. The list goes on. Make sure to personalize it and use a photo or a catchy tag line like “Packaging Diva”. People remember that stuff. It’s okay to have fun with it. Not all business is serious stuff. In fact, many CEO’s are now taking humor classes to learn to “lighten up” and “social networking” is becoming the next hot way to get your brand out there.

Some other subtle branding techniques include your voice mail. Tell me what you do. I don’t care whether you are in the office or not. What are you are going to do for me to solve my problem (that’s why I am calling). Don’t forget to tell me the best way to reach you too. If you never answer the phone (a negative branding message), I’ll soon tire of leaving messages or become agitated that I cannot reach you.

Insert your brand message into your signature file too. You would be amazed at the number of people that just assume that you know who they are when they send you an email. Be sure and check mine out at the end of the newsletter. I update it monthly with what is fresh, new and exciting.

8. Promote your brand. This is fun. Promoting your brand is the best part of the process. Get out that horn and start tooting it. Don’t be shy. If you don’t promote yourself, who will? Write articles, give speeches, and get interviewed. Get OUT THERE. There are countless ways to soft sell yourself and your company in order to increase your visibility. Use them all.

9. Don’t forget to build a network. I just joined Linked in and already I have close to 400 connections (as a colleague mentioned. I have an awesome packaging network). This is where you can live the brand everyday. Your brand should be clearly visible and identifiable in everything you write say or do. Your brand should continually evolve and crystallize the essence of your message. Think me, I, my, then take the next step. Who are you going to tell? Everyone.

Make a list of every person you come in contact with, including friends and family and non-business activities. Think about how you interact with these people. Don’t they need to know about you? Did you remember your hairdresser/barber, vet, and cleaning lady? I’m not reaching here. All of these people know someone who needs to know about you. One can never tell where the next “connection” might come from.

10. Who knows about your brand? So you have a great brand, now what? Who knows it? What are you going to do about it? What is your brand action plan and whom are you going to share it with? Ask yourself who should know this. How can I reach them? What makes my brand better than brand X? You do know who brand X is, right? If not, how can you differentiate yourself from them? Better get sleuthing. Investigate what is appealing in the competition and determine how your brand is superior.

You need to continually coalesce, amalgamate, blend, consolidate, fuse, synthesize and unify your essence into a core message. The message should be consist and easily repeatable. You want people to remember you and to tell your story for you. When that happens, you become your brand evangelist. You know that you have a strong brand.

A brand can be anything whether old or new. Build your brand by understanding your core attributes. Promote and leverage your brand every day in every conceivable way. Use the power of your brand at any opportunity. Plan your brand marketing campaign. Tell everyone who you are. It doesn’t matter if you have the best brand out there if no one knows it. Make sure you a true to your brand; and for heaven’s sake never leave home without it.

About the Author:

JoAnn Hines is the Chief Executive Officer at J.R. Hines International, a firm providing consulting services in the packaging industry. For over 30 years, Ms. Hines has been engaged in packaging trends, forecasting, ideation/brainstorming and implementing innovative new packaging technologies.

Need insights on packaging trends that can impact your business? Get the Packaging Diva on your team. Visit PackagingUniversity.com to find out about the latest packaging innovations.

How to Tell If Your Packaging Will Sell Your Product

Just because you have a great product doesn’t mean its going to sell. Or even if you have it in the right retail environment that it’s going to fly off the shelf. Your consumer is a moving target.

Packaging a product the right way entails much more than just creating a box to put your product in. Sure, you are going to get it there in one piece, we hope but gone are the days of the box acting as only a protective shipping container. Today, the packaging is the retail salesperson.

The box or package is expected to provide the necessary information to make an informed shoppers’ decision. You have to get your customer to pick up your product first before they will buy it.

Here are 5 questions you must answer that will help you determine whether your product packaging will sell.

1. Who is your core consumer?

You have market trends, demographics and market niches that are continually evolving at any point in time. If you are not staying on top of these trends, then your product isn’t “connecting” to them with the right message. That core “message” or the mechanism to speak human is one of the most important attributes of your product packaging.

Your product packaging must connect with your core consumer on multiple levels. Before you can sell anything you need to understand who they are.

2. What is the competitive environment for your product packaging?

So start your analysis by viewing your package from the eyes of the consumer. If you are buying it, what’s going to compel you to pick it up off the shelf? Or is it just sitting there lost amongst rows of competitive products? Think in terms your package calling out to you I’m here “buy me, buy me.” Does your product do this? If not, your package isn’t doing its job by persuading a consumer to purchase your product.

3. How does your consumer shop?

Do you know your customers current buying trends? Several years ago, we went through the super-sized phase. There are still a lot of super-sized packages; however, buying trends are changing to smaller sizes in general. To package smaller does not mean less profit, in many cases it means more. Consumers are willing to pay a premium for convenience, ease of use and a smaller quantity. Remember the three premium baking potatoes in a package cost almost the price of a 5 lb. bag. If you live with just one other person, do you really need 5 lbs. of potatoes?

Your package has to marry with your consumers lifestyles. If you don’t know what that is then you can never develop the right product packaging that will appeal to them.

4. What is your packaging’s USP (Unique Selling Proposition)?

70% of purchasing decisions are made in the store. And the decision whether to pick up your package or not is made in 2.6 seconds. That’s a few seconds of retail sensory overload that is going to determine whether or not your product will sell. So, your package better have the RIGHT message geared towards the RIGHT audience.

Convey the information about what is inside and how it’s going to help the consumer solve a problem. That’s an important factor to remember. When someone looks at your product they are thinking, “What is this product going to do for me?” You know, WIIFM. That is the What’s in it for Me consumer?

If you don’t know the answer then your product will never connect with your core consumer.

5. What are the consumer hot buttons that your packaging must reflect?

In addition to environmental concerns consumers are concerned about labeling and product security. People are reading labels and scrutinizing them.

What it says on that label will influence whether they buy your product or not. The point being is that any high profile package or product will be looked at thoroughly by consumers. What you tell them better be the right message and true.

What about product security and integrity? Given the rash of recent product recalls (for a variety of reasons) product security has become paramount. Could a product recall put your business in jeopardy?

All these questions need to be answered and not just with the initial package design, its an ongoing process. As I mentioned at the beginning the consumer is a moving target and your package has to move along with them in the right direction. Be sure the consumer you are trying to capture continually receives the right message.

About the Author:

JoAnn Hines is the Chief Executive Officer at J.R. Hines International, a firm providing consulting services in the packaging industry. For over 30 years, Ms. Hines has been engaged in packaging trends, forecasting, ideation/brainstorming and implementing innovative new packaging technologies.

Need insights on packaging trends that can impact your business? Get the Packaging Diva on your team. Visit PackagingUniversity.com to find out about the latest packaging innovations.

Ten Principles Of Marketing

There are four parts to a marketing system and they rest on ten cornerstones.

Marketing results are only as powerful as your marketing systems.

To build your marketing system you need to be able to do four things: attract, convert, leverage and retain. With these four accomplishments and the practice of the?ten cornerstone principles of marketing, success will come.

Here are the 10 cornerstone principles to marketing success?

The Principle of Packaging?The way you package your product or service is a deal breaker. If you sell a product, it has everything to do with the packaging, the colors, the box, the container ? everything. If you sell a service and offer just one service, there still needs to be packaging. Just a different time. Packaging for a service provider resides in their offer. If you offer one solution which most independent professionals do, like an hourly or day rate, then you don’t have a package. A package is a combination of items that create an offer that support the client in accomplishing their goal.

The Principle of Differentiation?You want to be the red crayon in the box of white crayons. You must know how you are different from your competitors and you must be able to convey that in all your messages in a way that your prospects pick it up simply. If you think you don’t have any competitors, you do. If you know you are different and don’t convey it, you lose. You must leverage your differences.

The Principle of Repeat Business?One-time buying is short-term revenue and requires ten times more work to find new clients. Keeping multiple, a lifelong paying client is your objective. If you offer a one-time event, you do not have a marketing process — you have a single sale. A marketing process sells to clients over and over again.

The Principle of Frequency?The number two reason businesses fail is because they don’t stay in touch with previous clients. Frequency builds trust and trust is a requirement for a sale.

The Principle of Multiple Streams?Having many ways for people to buy from you always provides the desired revenue results. This requires a combination of active sales (where you participate) and passive sales (that sells without your presence).

The Principle of Reciprocity?This principle, also considered an exchange, is about relationships and networks. If you want to be alone, then your battle is gong to be long, hard, and it will fail. Build your vendor team, your Research & Development team, your administrative team, your strategic alliances, your bartering team, and your attraction will multiple. This works on the principle: “you scratch my back and I will scratch yours.” It is not just about relationships, it is about the value of those relationships.

The Principle of Likeability?If people don’t know you, how can they like you? They need to like you before they will trust you and they must trust you before they buy from you.

The Principle of Communication?This is the most valuable asset you have. Communication is like your bank account: when you communicate correctly, you have a deposit, when you fail to communicate you will have a withdrawal. If, on balance they get “insufficient funds,” that client is gone. Always ask, “Am I providing value that creates a deposit?”

The Principle of Perception?Your client?s perception creates the sale. So many business owners think their service or product is absolutely great and they cannot understand why it is not selling. It is because they developed their product or service according to their perceptions and not their prospects’ needs. Perception begins with what your employees think of their job, so start with their job responsibilities and titles. If your receptionist is the main point of contact for your company, change her perception of her position and your client’s impression will alter. Call her the “Director of First Impressions.”

The Principle of Emotion?Eighty-five percent of the buying decision is made from emotions and then justified with logic. This means you must first connect with their emotions and then give them the logic to justify what they bought. You cannot do one without the other.

About the Author

Catherine Franz is a marketing and?writing coach?specializing in?niches, product development, internet marketing, nonfiction writing and training. For more information visit AbundanceCenter.com.

The Psychology Of Packaging, Part III

In this final edition of our packaging series we’re going to look at some more marketing strategies of packaging where what you see on the outside is not necessarily what you get on the inside.

When you think about it, some of the most interesting packages are those that are actually part of the product itself.

Take deodorants.

There is one in particular that is so fancy looking you have to wonder if what’s inside is not only going to keep you from stinking like a pig but also cure your baldness and pop a genie out of a bottle. I’m referring to Caix Extreme. The cap is kind of a dome shape that looks like something out of “The Day The Earth Stood Still”, the lettering on the bottle itself is hard to describe but appears to be a combination of cartoon and south sea island font, and the colors are blue and pink on a brown bottle. Actually it looks more like something you’d pour in a glass.

Then there is the Caix For Girls. This is a pretty light blue color to the bottle with lettering that looks like something out of a Barbie Doll commercial. Plus there are some little flowers pasted on the bottle for good measure. This is definitely not something you would ever find a guy using. At least you wouldn’t think so.

Of course you’ve also got your fancy deodorants like Tommy Hilfiger. Plain black bottle with plan white lettering that runs from top to bottom instead of from left to right and tilted to the right. They probably think this kind of packaging lends an air of mystery to their product. Most likely what’s inside isn’t much different from your local Shop Rite store brand.

Then you’ve got your really exotic deodorants like Heno di Pravia. The yellow bottle has a shape not too different from a voluptuous female’s. It’s got a nice fancy lettering to it and a logo at the bottom that almost looks like a danger sign for radioactive waste. Thi s is one strange deodorant package.

And then you’ve got the deodorants that go to the absolute opposite end of the spectrum and as far away from commercial looking as possible. A perfect example of this is “The Self Health Resource Center” deodorant. The bottle is in the shape of a medicine prescription bottle and actually looks like a prescription drug with it’s straight laced lettering and formal instructions for use. This stuff better not only get you smelling good but cure your allergies besides. The funny thing about this deodorant is that there’s really no name to it. It just says Deodorant on the top of the label. The Health Resource Center is just who manufactures the deodorant. You’d at least think they’d give the thing a name.

Yes, deodorants have some very strange, exotic and downright puzzling packages that you never get to stop looking at because it’s part of the product itself. This has to further reinforce what you’re looking for the next time you run out to get your next supply. Packaging is an amazing psychological science and as long as we are able to understand what goes on inside the human brain there will always be packages to cater to that brain.

Now if only they’d make packages we could see through.

Oh wait! They already do.

About the Author

Michael Russell is the author of “Your Independent Guide to Packaging.” Read parts I and II of “The Psychology of Packaging” over the next few days!

The Psychology Of Packaging, Part II

Welcome to part two of our three part series entitled “The Psychology Of Packaging.”

In the first installment we focused on some of the products and their packaging and why they’re packaged in that manner. In this installment we’re going to focus on some other packaging schemes.

You’ll understand why these people are paid so much money to come up with this stuff after reading.

Let’s start off with candy bar wrappers.

Take a good look at these things, and there are plenty of them to choose from. Candy bars range from the pure milk chocolate type such as Hershey’s, and Nestles to the candies that are usually filled with something, like Milky Way, Three Musketeers, Mounds, Kit Kat, Reeses Peanut Butter Cups and so on. If you take a very good look at the packages they are VERY colorful. Butterfingers are a nice yellow package with blue lettering. Reeses are kind of a reddish orange package with yellow lettering. Nestles Crunch Bars are 3 colors of red, white and blue. Guess there’s something patriotic going on there. And then you open up these very pretty wrappers and take out this mono color, not very appealing looking hunk of chocolate. The candy never looks as good as the wrapper. Reeses Peanut Butter Cups actually look like light colored mud you’d find out in the street. But boy, that pretty wrapper. Yes, candy bar manufacturers really earn their money from the packaging department with these gems.

So we don’t get too hungry, let’s move on to a different kind of packaging.

Copy paper.

If you think wrapping up dull looking candy bars in all this colorful fluff is interesting just take a look at the boxes and packages that copy paper comes in. I mean, have you EVER seen the package that Georgia Pacific copy paper comes in? The wrapper is brown on top, blue on the side and white covering the remainder except for a photo of a woman working in an office. Oh and underneath in big numbers is the number of sheets in the package, brightness and weight of the paper. I guess they don’t want us to miss these important specs. This is some of the most beautiful packaging you’ll ever see and then you open up this gorgeous package and inside is nothing but white paper. Since this is something that we buy because we need it and for no other reason, did they really think that if they just put the paper in a plain brown wrapper that we wouldn’t buy it? Amazing.

Now Xerox, is a little different. See, they are a very big name in the copy business so their packaging is much plainer, usually one color. What is prominent about the package is the name, XEROX, right up there in big bold letters. It seems that’s all anybody needs to see and they’re sold. After all, if it’s Xerox it has to be the best.

In the final installment of packaging we’ll cover some packages that you’re sure to find very interesting, including some very unusual packaging.

About the Author

Michael Russell is the author of “Your Independent Guide to Packaging.” Read parts I and III of “The Psychology of Packaging” over the next few days!

The Psychology Of Packaging, Part I

Packaging. It’s something we really don’t think much about. We don’t really buy things for the packaging. We buy them because we need or want what’s inside.

Or do we?

Studies have been made on the psychology of packaging and how it effects buying behavior. The truth is we are very greatly affected by how a package looks. In this article we’ll cover some examples of packaging power.

Let’s start with cereal boxes.

Take a good look at a cereal box of a cereal brand aimed at children. Perfect examples of these are Cap’n Crunch, Count Chocula, Sugar Smacks, Cocoa Krispies, Frosted Flakes and Trix. Every single one of these cereals has a picture of a cartoon type character that would appeal to children. Some of the most famous characters in history, let alone food history are from these boxes, names like Tony The Tiger, The Trix Rabbit and old Cap’n Crunch himself. These characters have become icons of the cereal industry.

Then take a look at a cereal box of a cereal brand aimed at adults looking for good nutrition. Perfect examples of these are Wheaties, Just Right, Total, All Bran, Kashi, Puffed Wheat and Raisin Brand. These cereals will either feature a hearty looking bowl of nutritious flakes, maybe an athlete and in the case of the high fiber cereals, a picture of an elderly person or couple. All these visuals are done with the express purpose of making the consumer feel that what is in the box is healthy and good for them. The cereal itself may have little nutritional value but the image portrayed says “eat this, it’s good for you.”

Moving away from food and to toys, this is probably the most deceptive of all packaging ploys. In most cases, especially with action toys, the photo on the outside of the package has very little resemblance to the toy inside. GI Joe was a great example of this. On the box you would see army GI Joe in some brush, maybe in a fox hole. Bombs would be going off all around him. For the marines maybe they were shown landing on a beach. Some boxes showed whole towns in ruins. Then you open up the box and find a single lone soldier. No sand, no beach, no town. It’s amazing how toy manufacturers get away with this.

The next one is a favorite of an associate of mine. TV dinner packaging. Take a good look at a TV dinner, especially one that is basically meat and potatoes. The cover shows this sizzling meal of roast beef, mashed potatoes, peas and carrots or maybe corn, and a nice chocolate dessert. The portions look absolutely huge. You’re ready to open up your TV dinner thinking you’re about to get a really big and hearty meal and you find portions inside that wouldn’t feed your cat. There should at least be a warning on the package that says “not actual size of food inside.”

In future articles we’ll go over other types of deceptive packaging made for one purpose and one purpose only. To make sales.

About the Author

Michael Russell is the author of “Your Independent Guide to Packaging.” Read parts II and III of “The Psychology of Packaging” over the next few days!

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