| Perhaps the number one request that I get is: | | | | for a closer look. The package told me things in |
| "Help me fix my product packaging." To which I | | | | simple language: no alcohol, no silicone and fat free. |
| always reply, "What exactly is the problem?" | | | | Guess which product I bought? |
| Surprisingly, very few people can actually answer | | | | 3. What is your USP (unique selling proposition) |
| why their product packaging isn't working. It | | | | about your package? |
| seems simple on the surface but the true | | | | Are you a "me too" brand? Are you mimicking |
| packaging problem might be caused by multiple | | | | the competition's product rather than branding |
| reasons or a host of things that you have not | | | | your own message? There has been a plethora |
| done. I've created a short check list to help you | | | | of look alike products trading on name brands. Is |
| determine what might create the problem. So, | | | | it working? I don't think so. First, you may be |
| let's think through a few potential problem areas | | | | infringing on someone else's trademark with |
| that are easy to resolve. | | | | "copycat packaging." Second, consumers are |
| 1. Can you define your customer? | | | | seeking out high quality non-branded products. |
| Well, let me give you a clue. It's not everybody | | | | Private label packaging is on the rise at the |
| (which is a common answer by the way). You | | | | expense of branded products. |
| should have a target demographic in mind and you | | | | Think about what message you are conveying. |
| have to understand their wants and needs before | | | | Do you want to look like a cheap imitation or is |
| you can package a product for them. Universal | | | | your product packaging standing on its own |
| packaging that satisfies everyone. That's a myth. | | | | merits? |
| You can't be all things to all consumers. More | | | | 4. How much competitive shopping have you |
| importantly, your packaging needs to be on target | | | | done lately? |
| to the right audience with the right message. | | | | When was the last time you walked the store |
| Drill down to your ultimate customer. Who is going | | | | isles? I know we all have an ego trip looking at |
| to purchase your product and why? What is in it | | | | our product up on the shelf. But I want you to |
| for them to purchase your product? Are you | | | | step back and get a fresh perspective. Are you |
| answers to those two questions evident on your | | | | really seeing it from a consumer's eyes? Shop |
| product packaging? | | | | other categories too. Look for packaging |
| Here are a few examples: | | | | innovations that can crossover into your product |
| Is the product easy to use or simple to prepare? | | | | category. |
| Are you telling them that on the packaging? | | | | Think about how a novel or unique product |
| Words like easy, simple, ready in X, no assembly | | | | packaging approach can solve a consumer |
| needed are crucial to conveying your product's | | | | problem or issue. One of the best innovative |
| attributes. | | | | packaging examples I saw recently was the |
| Does the consumer need a solution for a busy on | | | | introduction of Wish-Bone® Salad Spritzers. |
| the go lifestyle? What about your product | | | | They took a prime target (women) addressed |
| packaging addresses that issue? Is it portable, or | | | | dietary and health issues (weight watching) and |
| easily carried, is it a single serving or portion? | | | | provided an innovative way to dispense the |
| Consider this specific example: Campbell's® | | | | product (spritzing vs. pouring). |
| Soup at Hand® is a great way to eat right | | | | 5. What's new in the world of packaging that you |
| when you're on the run. Our heat-and-go | | | | can incorporate into your product packaging? |
| microwavable cups let you enjoy sippable soup. | | | | Does your package smell or talk or do a myriad |
| Campbell's saw a problem and provided a | | | | of things that help differentiate your product from |
| packaging solution. | | | | the competition? Does your packaging tell you |
| 2. Why would someone pick up your product off | | | | when it will expire or offer a safe date to give |
| the shelf? | | | | the consumer peace of mind in using your |
| Does it "speak" to your customer or is it tired | | | | product? Think product recall fears. How can your |
| and dull in comparison to the competition? Is it a | | | | product packaging allay consumer's nervousness |
| different color, shape or does it have a unique | | | | about product contamination? |
| feature that differentiates it from another | | | | The consumer wants to buy your product. That's |
| product? Does it intrigue the consumer to take a | | | | why they are in the store. Make it easy for them |
| closer look? | | | | to decide on your product vs. the competitor. |
| Here is a good example. I recently had occasion | | | | Talk to them through your product packaging. |
| to look for some nonstick cooking spray. I went | | | | Make it easy to understand, simple to use and |
| to get my old standby which is PAM. When I got | | | | allow it to satisfy a need. Above all, step back and |
| to the shelf I was fascinated by a new entry, | | | | look at your product from a customer's point of |
| Mazola Pure. The uniquely shaped can had a soft | | | | view. What aren't you doing right that makes |
| subtle textured look that begged me to pick it up | | | | your packaging need HELP? |