| Packaging is in the news almost every day. Not in | | | | issue or an innocuous subject and turn it to your |
| the obvious sense where the package is the | | | | marketing advantage? |
| focus, but behind the scenes playing an integral | | | | You have to make them seek your advice and |
| role in the story. The problem is most people | | | | explanations. The problem is that the media |
| aren't aware of packaging component and don't | | | | doesn't understand the issues of packaging either. |
| understand the importance of its function. | | | | That means that you are going to have to spoon |
| Consider these recent headlines: | | | | feed them as to why this is important. I like to |
| Consumers Want to Know What's Sweetening | | | | use the following factoids when I need to get the |
| Their Foods | | | | media's interest in a hurry.o Packaging is the third |
| Nanotechnology Passes First Toxicity Hurdle | | | | largest industry in the US.o 10% of every dollar |
| Aquamantra Gives the Gift of Luck to This Year's | | | | spent at retail can be directly attributed to |
| Nominees | | | | packaging.o The packaging industry employs over |
| There is nothing mentioned about the packaging in | | | | a million people.o Without a package, you can't |
| the headline, but when you delve into the article | | | | have a product. |
| you find out that packaging has a role to play in | | | | These facts always open doors beginning with |
| the outcome. I joke about all the "I Hate | | | | some dialogue. So start watching for those |
| Packaging" articles out there, but seriously this | | | | articles that are subliminally talking about |
| topic has not died. We can go from the Oyster | | | | packaging. Get your ducks in a row and see how |
| Award to Wrap Rage, but it is unlikely that people | | | | you can piggyback off of them for some media |
| will stop loving to hate packaging. | | | | exposure. |
| Since it won't go away, how can you use this to | | | | Keep these hot button issues in the forefront and |
| your advantage? The media, generally, tries to | | | | create an angle for yourself or your company to |
| portray two points of view. Knowing that, you | | | | tell the other side of the story.o Anything to do |
| want to position yourself to get your name out | | | | with green packaging or the environment;o |
| there and to be the one they call when they | | | | Anything to do with Wal-Mart and packaging;o |
| want an explanation as to the positive aspects of | | | | Anything to do with hard to open packaging (yes, |
| your type of packaging. | | | | I know lets beat a dead horse);o Anything to do |
| If you have been reading my column for any | | | | with RFID and packaging;o Anything to do with |
| time at all you will remember that in January I | | | | nanotechnology and packaging. |
| offered my predictions for packaging trends for | | | | If you are still brain dead for ideas, go back and |
| 06. Some of these are controversial issues that | | | | look at my blog topics at |
| are still in the limelight right now. Just remember | | | | They often cover controversial packaging issues. |
| there are two sides to every story. | | | | Finally, give me a call and I will tell you what's hot |
| So think about the positive spin on your product | | | | in packaging and what's not -- and the packaging |
| packaging. How can you take a media hot button | | | | trends of the future. |