ثبتت ي يعبّئ!

ربّما الرقم واحدة طلب أنّ أنا أحصل: "ساعدتني ثبتت ي يعبّئ." إلى أيّ أنا دائما أجيب, "ماذا تماما يكون المشكلة?" بشكل عجيب, جدّا قليل من الناس يستطيع واقعيّا أجبت لما هم منتوج يعبّئ يكون لا يعمل.

هو يبدو بسيطة على السطح غير أنّ ال يصحّ يعبّئ مشكلة أمكن كنت سبّبت ب يتعدّد أسباب أو مضيفة الأشياء أنّ أنت يتلقّى لم تتمّ. أنا قد خلقت [شك ليست] قصيرة أن يساعد أنت حدّدت ماذا أمكن خلقت المشكلة. هكذا, [لت'س] فكّرت من خلال [ا فو] [بروبلم را] ممكنة أنّ يكون يتيح أن يحلّ.

1. يستطيع أنت عيّنت زبونتك?

تركتني جيّدا, أعطيت أنت دليل. هو ليس كلّ واحد (أيّ يكون جوابة عاديّة بالمناسبة). أنت سوفت يتلقّى هدف ديموغرافيّة في عقل وأنت اضطرّت فهمت هم يريد وحاجات قبل أن أنت يستطيع عبّأت منتوج ل هم. عالميّة يرضي يعبّئ أنّ كلّ شخص. أنّ أسطورة. أنت يستطيع لا يكون كلّ أشياء إلى كلّ مستهلكات. أكثر بأهمّيّة, يحتاج ك يعبّئ أن يكون على هدف إلى ال يصحّ استماع مع ال يصحّ رسالة.

مثقب إلى أسفل إلى زبونتك نهائيّة.

• الذي يكون يذهب أن يشتري منتوجك ولما?
• ماذا يكون في هو ل هم أن يشتري منتوجك?
• تكون أنت جوابات إلى أنّ اثنان أسئلة جلّيّة على ك منتوج يعبّئ?

هنا [ا فو] مثل:

يكون المنتوج يتيح أن يستعمل أو بسيطة أن يعدّ? يكون أنت تقولهم أنّ على ال يعبّئ? كلمة يحبّون يتيح, بسيطة, يتأهّب في [إكس], ما من اجتماع يحتاج حاسمة إلى يوصّل ك منتوج شعارات.

المستهلكة يحتاج حل لمشغولة على النشاط أسلوب حياة? ماذا حول ك منتوج يعبّئ عناوين أنّ يصدر? يكون هو قابل للنقل, أو بسهولة يحمل, يكون هو وحيدة حصة أو جزء? اعتبرت هذا مثال خاصّة: [كمببلّ'س] حساء ® [أت هند] طريق عظيمة أن يأكل بشكل صحيح عندما أنت على الشوط. Our heat-and-go microwavable cups let you enjoy sippable soup. Campbell’s saw a problem and provided a packaging solution.

2. Why would someone pick up your product off the shelf?

Does it “speak” to your customer or is it tired and dull in comparison to the competition? Is it a different color, shape or does it have a unique feature that differentiates it from another product? Does it intrigue the consumer to take a closer look?

Here is a good example. I recently had occasion to look for some nonstick cooking spray. I went to get my old standby which is PAM. When I got to the shelf I was fascinated by a new entry, Mazola Pure. The uniquely shaped can had a soft subtle textured look that begged me to pick it up for a closer look. The package told me things in simple language: no alcohol, no silicone and fat free. Guess which product I bought?

3. What is your USP (unique selling proposition) about your package?

Are you a “me too” brand? Are you mimicking the competition’s product rather than branding your own message? There has been a plethora of look alike products trading on name brands. Is it working? I don’t think so. First, you may be infringing on someone else’s trademark with “copycat packaging.” Second, consumers are seeking out high quality non-branded products. Private label packaging is on the rise at the expense of branded products.

Think about what message you are conveying. Do you want to look like a cheap imitation or is your product packaging standing on its own merits?

4. How much competitive shopping have you done lately?

When was the last time you walked the store isles? I know we all have an ego trip looking at our product up on the shelf. But I want you to step back and get a fresh perspective. Are you really seeing it from a consumer’s eyes? Shop other categories too. Look for packaging innovations that can crossover into your product category.

Think about how a novel or unique product packaging approach can solve a consumer problem or issue. One of the best innovative packaging examples I saw recently was the introduction of Wish-Bone® Salad Spritzers. They took a prime target (women) addressed dietary and health issues (weight watching) and provided an innovative way to dispense the product (spritzing vs. pouring).

5. What’s new in the world of packaging that you can incorporate into your product packaging?

Does your package smell or talk or do a myriad of things that help differentiate your product from the competition? Does your packaging tell you when it will expire or offer a safe date to give the consumer peace of mind in using your product? Think product recall fears. How can your product packaging allay consumer’s nervousness about product contamination?

The consumer wants to buy your product. That’s why they are in the store. Make it easy for them to decide on your product vs. the competitor. Talk to them through your product packaging. Make it easy to understand, simple to use and allow it to satisfy a need.

Above all, step back and look at your product from a customer’s point of view. What aren’t you doing right that makes your packaging need help?

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 As A Marketing Tool

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?
• Is it fulfilling a need?
• Is it easy to use and convenient?
• Is it a good value?
• Does it make the consumer happy?
• Does it inspire consumer trust and loyalty?
• Is it safe and secure?
• Does it compel you to want to know more?
• So how does your product stack up in solving a consumer want or need?
• Would your package 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.

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.