| I see hundreds of releases on product packaging | | | | play in virtually every type of publication. If you |
| every week. For the most part I read the | | | | are marketing in this space, contact a few |
| headline and say to myself "who cares." That in | | | | publications and find out what they will be |
| itself is very telling because I am a packaging | | | | covering in the next issue. |
| junkie and I'll read almost anything that has to do | | | | · Look for media spin on anything to do |
| with packaging. | | | | with the environment, recycled materials and |
| Recently, mainstream media coverage of the | | | | bio-based materials. |
| packaging industry has been more in-depth than | | | | The environment is hot right now, so this topic is |
| usual. I see dozens of articles about packaging | | | | definitely worth getting excited about. I just |
| each week. Unfortunately, the vast majority of | | | | judged a brand new packaging competition for the |
| the news articles deal with negative perceptions | | | | Produce Marketing Association and one of the |
| of packaging and its influence on society. From | | | | biggest categories was sustainable or |
| bottle water to excess packaging the packaging | | | | environmentally friendly materials. If I was the |
| industry is getting a bad "wrap." You can help | | | | winner of that category I'd be all over the media |
| change all that by portraying your product | | | | with my product packaging. |
| packaging in a positive manner. | | | | · Seasonal holiday innovative packaging. |
| So how can you get your product seen by the | | | | Not your old holiday standbys but something really |
| media in a more favorable light? Make sure that | | | | unique and creative. I always recommend thinking |
| your packaging is connected to one of the more | | | | about secondary uses for your product packaging. |
| popular news trends or consider what the media | | | | The holidays are a great time for "keepsake" |
| will be covering outside of the obvious "breaking" | | | | product packaging |
| news items unless of course you have a product | | | | · Investigate a pitch less commonplace to |
| that can "connect" to the most current story. | | | | the media. |
| Start thinking about your product and how it can | | | | For example, recently I read about deli labels |
| connect with the media coverage. A few | | | | featuring CBS's new prime-time lineup are the |
| examples of topics the media will be covering in | | | | network's latest attention-grabbing marketing plan. |
| the future include: | | | | What a great concept. I'd be using this idea for |
| · Any thing to do with diets, weight loss | | | | every holiday promotion. |
| or healthy eating. | | | | By tying your product into a hot topic or trend, |
| This topic perennially becomes newsworthy as | | | | you can help counteract negative publicity about |
| the holiday season approaches. This topic also | | | | the industry such as the upcoming Consumer |
| offers opportunities for coverage in niche | | | | Reports "Oyster Awards" articles which condemn |
| publications too, such as woman-oriented or | | | | product packaging every Christmas holiday. So, |
| fitness publications. | | | | keep your eyes on the look out for ways and |
| · Products that are geared around breast | | | | opportunities that will paint your product packaging |
| cancer or the Fight For The Cure. | | | | to the media in a favorable light and not |
| The media is giving more and more coverage to | | | | portrayed as too much, excess or over |
| this topic every year. Pink packaging abounds. But | | | | packaged. |
| even if your packaging isn't pink you can still | | | | Read my weekly newsletter Packaging News You |
| piggyback of the media spin. | | | | Can Use too. Each week I pick an issue that is |
| · Products that are marketed to or | | | | either getting media coverage or will be in the |
| designed for the 50+ generation. | | | | near future. Look at me as your prognosticator |
| The "boomers" topic is getting substantial media | | | | or forecaster. |