Βιώσιμη αγορά Decissions συσκευασίας

Μια πρόσφατη συσκευάζοντας έρευνα σε μια δημοσίευση βιομηχανίας προτείνει ότι σχεδόν οι μισοί από τους αμερικανικούς το καταναλωτές εξετάζουν έναν ή περισσότερους παράγοντες ικανότητας υποστήριξης κατά αγορά για τα προϊόντα στα καταστήματα.

Η έρευνα προτείνει ότι όχι μόνο είναι τα προϊόντα σημαντικά αλλά η συσκευασία και το κατάστημα όπου τα προϊόντα αγοράζονται επίσης διαδραματίζοντας έναν ρόλο. Αυτές οι πληροφορίες θα μπορούσαν να είναι ανεκτίμητες σε σας όταν τα υλικά σχεδιασμού ή συσκευασίας πρόσβασης.

Μερικές από τις έρευνες άλλα συμπεράσματα περιλαμβάνουν:

• Σχεδόν 25% των το εναγομένων εξετάζουν δύο ή περισσότερα ζητήματα ικανότητας υποστήριξης κατά παραγωγή μιας αγοράς. Πάνω από 29% είπε ότι η φιλική προς το περιβάλλον συσκευασία επηρέασε τα εμπορικά σήματα που αγόρασαν, και 21% επιλέγουν τα καταστήματα που φέρνουν μια ευρεία επιλογή των προϊόντων στη βιώσιμη συσκευασία.
• Οι παράγοντες ικανότητας υποστήριξης είναι οι σημαντικότεροι στις οικογένειες των ραγαίων αναπτυσσομένων μωρών γήρανσης και εκείνοι με λιγότερο από τέσσερις ανθρώπους. Οι μεγαλύτερες οικογένειες με τους μικρότερους προϋπολογισμούς μπορούν να επιλέξουν τα προϊόντα με τις χαμηλότερες τιμές αντί της ικανότητας υποστήριξης.
• Η αποτυχία να επιτευχθούν τα 55 και-πέρα από την αγορά θα μπορούσε να είναι ένα πρόβλημα για τις επιχειρήσεις και τους λιανοπωλητές επειδή χάνουν ένα μεγάλο μέρος της κύριας καταναλωτικής βάσης τους.
• Συνειδητοί καταναλωτές άμεσοι η μεγαλύτερη μέρος της αγοράς τους στα supercenters φαρμακείων παρά.
• Οι υψηλοί σχετικοί ικανότητα υποστήριξης πελάτες έχουν ένα υψηλότερο ποσοστό αγορών στα τρόφιμα και τα ποτά.

Από άποψη συσκευάζοντας, η έρευνα συστήνει ότι οι επιχειρήσεις και οι λιανοπωλητές κάνουν τα εξής:

• Χρησιμοποιήστε όλες τις ευκαιρίες να μειωθεί η συσκευασία και ανακυκλωμένα τα δύναμη υλικά, τα επαναχρησιμοποιήσιμα, και βιοδιασπάσιμα υλικά μεταξύ των ιδιωτικών προϊόντων ετικετών τους.
• Αυξήστε τη διαθεσιμότητα των προϊόντων με τη φιλική προς το περιβάλλον συσκευασία.
• Βελτιστοποιήστε το ράφι-διάστημα καθώς το μέγεθος συσκευασίας μειώνεται.
• Επισημάνετε όλες τις σημαντικές φιλικές προς το περιβάλλον βελτιώσεις συσκευασίας.

Όπως μπορείτε να δείτε, πολλοί παράγοντες πηγαίνουν στη λήψη των αποφάσεων αγοράς για τη βιώσιμη συσκευασία.

Συσκευασία μέσα στο κιβώτιο

Πολλές επιχειρήσεις κοιτάζουν στους συσκευαστές συμβάσεων και τις συσκευάζοντας επιχειρήσεις ανεφοδιασμού για τα ενδιαφέροντα και μοναδικά σχέδια συσκευασίας. Everyone wants their packages to look exciting and unique but this could come at a steep price in the marketplace.

Many years ago retailers were open to different colored items in different sizes. Back then they welcomed multi-packs and bonus packs. But with the advent of planograms which make planning product positioning ridged, controlled and consistent, creative and oddball sized packages are a thing of the past.

Package sizes are controlled at the corporate buying level now. Ever notice how every box of laundry detergent is the same size even if they are manufactured by different companies?

This packaging standardization occurs because the buyers have set sizes and locations for products and shelving and expect square pegs to fit into square holes. You may have a package and want to add a premium to it or make it into a bonus pack in order to attract more sales (“Get an extra 20% free!”)… but if that makes your package too tall or too wide then you will not have shelf space for your product.

Also, if you go with a container that looks great but can’t be stacked, then you may run into problems as well. Buyers and stockers appreciate carefully designed packages tha make their lives easier.

So, as you can see, while the marketers in your company are always looking for something unique to attract the eye of the customer, the reality of the situation is that they are forced to think inside the box and conform to industry standard sizes and shapes of packaging.

Packaging That Sells

For the last couple of weeks I have been covering the negative impression that consumers have about packaging. I have tried to dissect all of the ranting and raving from nay-sayers about packaging that doesn’t work.

Just last week Britain’s National Federation of Women’s Institutes (NFWI) launched a campaign highlighting supermarkets wasteful packaging policies. Granted this was in the UK, but similar initiatives could happen here. I checked it out briefly and I don’t get it. They are complaining about an packaging that keeps the food protected and sanitary. We need to be prepared and be aware that there are nonsensical reasons that your packaging may come under fire. Just be sure you are covering all your based and anticipate in advance when you might have a problem.

The main thing to visualize is that the role of packaging has changed. Detractors just don’t understand what the package really does. It’s no longer enough for the package just to get product to the retail environment in a satisfactory condition, now it has to “sell” the product too. Packaging plays an integral role in the decision to purchase a product or not. The problem is that what the consumer desires is constantly changing. Market trends come and go. I have mentioned growth niches occurring in the food industry before. Corresponding to the growth are niches that are declining too. Just like I stated “In What’s In Your Bottle.” Bottled water sales recently surpassed soda sales. I was beginning to think the bottled water market was tapped out too. But creativity never ceases to amaze me. We are still welcoming new bottled water product introductions and there is a market for even the most esoteric consumer.

It’s important to understand the evolution of the package because now products are using the packaging as the primary sales tool. Gone is the day of the sales clerk who answer your questions about the product. The role of the package is no longer passive. Its has to “speak” to the consumer both literally and figuratively. (Talking packages are the wave of the future.) Think of all the great packaging applications available if your package talked and could tell you how old the product was, what you should serve it with or that you need to buy this companion product. What a sales tool!

That’s only a fraction of what the new packaging can do. Most importantly, it is imperative that you think about your product package. Does it “connect” with the consumer? In a sea of sensory overload what is going to make your package different? It could be shape, color, size, uniqueness of design or even smell. Are you utilizing any of the new smart and intelligent applications packaging applications? Does you package fulfill a need and explain in clear concise statements the benefits of buying your product. Is it easy to read and understand?

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? Is it just sitting there lost amongst rows of competitive products? Think in terms of your package calling out to you “buy me, buy me.” Does your product do this? If not, your package isn’t doing its job. It must persuade the consumer to purchase the product. Thinks about some of the latest packaging innovations and how to incorporate them into your product packaging. Consider the consumer mind set. Is your package perceived in a negative light negating the benefits of the product within?

All these questions need to be answered. Don’t simply to address them in the initial package design; it’s an ongoing process. As I mentioned at the beginning of this piece, 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 receives the right message.

Here are a few types of packaging coming under fire by consumers that could impact your success or failure:

• Products that are perceived to be over packaged
• Products that are in clamshells
• Products that are misleading as a result of the claims on the packaging
• Products that are in packaged materials deemed environmentally unfriendly
• Packaging that doesn’t work
• Packaging that doesn’t deliver as promised

So think about your product packaging right now and determine whether it is helping to sell your product, or not.

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 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.

Packaging Is Our Friend

With all the flurry of activity around the plastic bag and water bottle bans at airports, 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.

I just participated in a discussion thread that came about from an article entitled “Common Ways to Waste Your Money.” Surprise, surprise. Packaging was on the list (bottled water too) of wasted money ventures. I’m not sure who came up with the list but it contained 19 different items ranked in no particular order. I couldn’t resist reading what people were saying about the “lowly” package.

The vast majority of the discussion thread on packaging revolved around all the bad things that packaging supposedly adds to the waste stream, over packaged and excess packaging materials, difficulty in opening and so on. One thing was clear; these people haven’t a clue about what packaging really does for us. The responses were almost comical as if the very products we use appeared magically at the store ready to be purchased, free of all encumbrances (the packaging) and pristine and pure in every regard.

These people need to get real! One person was ranting and raving about bacon and why it is packaged the way it is. I’m not sure how she expects to have bacon available for purchase without the packaging. Perhaps she lives on a farm where they butcher hogs and she can line up at the slaughter house each morning. But what about the other 95% of us that don’t? We shop at the market and expect it to supply what we want, when we need it.

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 it. It makes it easy for us to use or consume it. Remember, that’s just the short list.

Now let’s look at the issues that arise without the role the package has to play:

• Broken or damaged contents (smashed potato chips and broken crockery).
• 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 the opposite sex?
• Can it be cooked in the microwave?
• What’s for dinner?
• iPod anyone?

Now who’s real? Sorry to say but there are some real idiots out there. Sure packaging contributes to the waste stream, and yes some things are over-packaged or hard to open but 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 existence. You can’t have a product without a package. Most importantly, packaging is our friend.

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.

Unsolicited Testimonials

The Aaron Thomas Company is a full service contract packager that has been offering award winning packaging services since 1973. As a packager, we are usually the last to touch your product before it goes to the marketplace. Why trust your brand image with just anyone?

Here are a few examples of the positive feedback we receive on a regular basis:

“On Monday, February 3, Fuji Photo Film was presented with an opportunity to ship a large amount of un-forecasted displays to a national account so long as we could promise delivery to stores around the country my February 13… despite the lack of lead time and the new parts, product was received at our warehouse in time to ship before our inventory shutdown on Thursday. Please extend the thanks and appreciation of the entire Fuji Supply Chain Group to all involved. Their efforts enabled us to say “YES!” to our customer.” — Fuji Photo Film, USA

“I want to take this opportunity on behalf of California Innovations, to express our extreme gratitude to Aaron Thomas Company and staff that works on our account, because it is the team effort of all involved that ensures the entire operation is efficiently executed from beginning to end. Aaron Thomas should be extremely proud of the dedicated and knowledgeable employees that manage the operation…” — California Innovations

“I am writing to let you know how pleased we’ve been with the work you did for us on the last project. Frankly, we were amazed at the friendliness, helpfulness and initiative that your staff had taken to help us see the project through, from the planning stage to the final product. Each member of your staff was willing and eager to help in any way they could.” — Sephra Fountains

“Maria Moreno and her team have consistently served our company with a high level of friendliness, professionalism, accuracy, usually under tight time line demands. Several people in our company have commented on Maria’s efforts and Aaron Thomas’ performance in general, wishing that all of our business relationships worked as smoothly.” — ACME Food Sales

“This was a package that was created less than one month before shipments needed to be made and due to Aaron Thomas’s cooperation the deliveries occurred on time.” — The Dial Corporation

“The completion of a 9,000,000 piece magnet job in the short lead time appropriated shows outstanding workmanship on everyone’s part. I have been pleased with all the areas of your company and staff. Everything has run very smoothly, from receiving shipments to customer service.” — Magnetic Attractions

“Special thanks to Joe Bednarski for all your attention to detail with respect to the startup of our account and all the logistical issues involved with coordinating information with all our suppliers as well as the documentation and communication of all transactions daily to us.” — California Innovations

“I am writing to let you know how pleased I am with the great service we received from your company. The packaging and pack out services you provided to us for my customer needed to be done in a very timely fashion in order to meet their yearend shipping goals.” — Castle Pacific

Packaging That Works

What products have you purchased lately that you really loved the packaging?

One that you have not complained that it’s over packaged but felt like the package really worked in conjunction with the product inside.

There have been lots of great new packaging innovations that have made our lives easier. There are also so many packaged products that we simply take for granted never understanding that the packaging make it possible. These are everyday items that we never consider how they got to us.

Would we have potato chips without a package? No way.

What about eggs? Did you know that every year there are dozens of egg drop competitions around the country creating new and unique product packaging for eggs? Have you popped any popcorn in the microwave lately? It’s the packaging that makes microwave popcorn possible. How about toothpaste? Are you making your own or are you like the majority of people that buy it prepackaged?

The list of packaging innovations that influence our daily lives is astounding.

I worked on a project a couple of years ago to list the most important packaging innovations in the last 50 years. There were so many choices that it was hard to select the top ten. Terms like microwaveable, juice box, shelf stable, home meal replacement are direct results of product packaging innovation.

Now we can’t all come up with packaging innovations that revolutionize a product category. But how can you integrate innovation concepts into YOUR product packaging?

Let me give you a few examples to start you thinking:

• Domino Foods took sugar out of a paper bag and put it into a resalable plastic canister.
• Sargento Cheese put a reclosable zipper on its shredded cheese packaging.
• Heinz Catsup not only created an upside down dispenser but shaped the bottle to fit inside the refrigerator door.
• Wishbone Salad Dressing developed a spritzable salad dressing instead of pourable.
• Clorox bleach pen that allows a bleaching application to be applied directly to the stain.

All of these packaging concepts had the consumer in mind when they developed alternative packaging methods. In some cases, they fulfilled an unmet consumer need, in other cases they made our lives easier.

So what can your product packaging do? How will it answer a consumer desire, want or need? If the package is integral to your product then you better start thinking of how you will answer that question. Here is a start to get those creative juices flowing.

• What can your package do that isn’t being done currently?
• Can you make it easier to use?
• Can you dispense the product in a different manner?
• Can you extend the life expectancy of a particular product?
• Can you offer it in different sizes or shapes than the current market?
• Can you use less packaging materials or environmentally responsible ones?
• Can you make it easier to store or handle?
• Can you make it easier to read or understand what is inside?

Even more revolutionary, can your product tell the consumer when the product is spoiled, bad or has been tampered with? Yes, that technology is out there. Look for it to be the coming wave of new package innovation.

Any package innovation that provides product security, integrity and ensures the product is uncontaminated is a winner. It is imperative that it fulfill a consumer need for product trust.

All of these above are consumer wants, desires, issues or needs. How can you provide them the product packaging that works in satisfying these (in many cases) unmet needs?

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.

Prime Time Packaging

Are your packaged products ready for prime time? Here are a few insightful tips to help you out.

There are many packaging issues afloat in the minds of the consumer. We just came off the traditional “wrap rage” cycle that stirs everyone into a frenzy around the holidays. Be aware that it’s still an issue to contend with in the minds of the consumer. Clamshells, twist ties and difficult to open packages still get mileage in the media.

Packaging has many detractors. We are getting serious scrutiny from everyone in the realm of environmental sustainability, less packaging, more environmentally friendly packaging, save the earth packaging and so on. Every week I read about a new packaging crusade that is supposed to solve our environmental woes. But I have been researching for an upcoming presentation “Sustainable Packaging - From Green To Great”. The lack of new packaging innovation to solve the problem is quite distressing. Most of what I am seeing revolves around the same supplier using the same packaging materials. Unfortunately, a lot of it is smoke and mirrors that touts “green” but does not back it up with true sustainable documentation. There are a few good examples of innovation. In researching environmentally friendly lipstick tube examples, the results were woefully inadequate. “Cargo Plant Love Biodegradable Lipstick” was the only company I discover (with a great marketing story I might add).

So, I pose these questions to all product packaging developers. How green are you? Do you want to be? Do your consumers and your target demographic even care whether you are green or not? This is going to be one of the prime time packaging issues this year so you better make some serious strides in deciding what you want your product packaging to reflect.

Another key matter will be product security, integrity and product origination. Currently the “Made in China” tag is becoming a political hot button. One of the trends I am starting to see is a China backlash. Products made and packaged in China are coming back to the US. Some companies are using China Free on their product packaging as a marketing tool… and it’s helping sales.

People are reading labels and scrutinizing them. What it says on that label will influence whether they buy your product or not. I just read that cloned meat will be coming on the market in a few years. At present, the FDA won’t require food makers to label that their products came from cloned animals. I’d want to know from the product packaging and, I believe, so would most consumers. 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.

Watchdog groups about and they are on the lookout for your product to make a mistake. Whether they deem you are marketing to an inappropriate market (an example would be Spykes marketing liquor to children) or that your packaging isn’t telling the whole truth (McDonald’s and all the other fast food companies and fat content), it’s sure to become newsworthy and in the worst case scenario could seriously impact your business.

Consumers are fickle. What is a hot issue today may be gone tomorrow. However, in the interim if you are not on target with the right packaging message you may alienate them or force them to buy a competitor’s product because your packaging is not sending the right packaging message.

So, before you embark on any new packaging campaign understand and incorporate into your product packaging what the consumer wants to know about the product. Be sure your packaging is ready for prime time to the right consumer with the right marketing 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.

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