| Today's consumer is a moving target. | | | | make several trips a week and get just what |
| Choosing the right consumer and the right | | | | is needed at the moment at the most easily |
| demographic to target is an important | | | | accessible retail outlet. |
| decision. Monitoring what is hot and what's | | | | |
| not can dramatically influence a package | | | | EX: The grab and go cups of snack foods |
| design's success or failure. Package design | | | | convenience stores are now offering. This |
| is an integral way to connect with your | | | | category did not exist a couple of years |
| customer. But do you clearly understand the | | | | ago.6) Keep pace with "hot button" |
| needs and wants of these elusive | | | | packaging issues. This includes legislation |
| markets?Understand the customer is critical. | | | | too. People do really care about the |
| | | | environment and the amount of excess |
| The problem today is that one package may | | | | packaging. There is a move afoot to expand |
| not satisfy the needs and requirements of all | | | | the number of vegetable-based plastic |
| buyers.There are many niche markets out there | | | | materials used in food packaging. If |
| and each one requires specialized packaging. | | | | packaging consumers give these products their |
| So if you are targeting one of those, do your | | | | endorsement, look for other new products to |
| research first. What works for one target | | | | surface. Legislation can change packaging |
| market may not work for another. So....1) | | | | mandates overnight. There have been "bottle |
| Find out what package attributes appeal to | | | | bills," surcharges and bans that prohibit the |
| the customer you are targeting. If it is a | | | | use of certain packages. EX: Several fast |
| harried homemaker shopping for your product | | | | food companies are test marketing corn-based |
| then convenience of use had better be at the | | | | plastic packaging materials. Ex: Ban on juice |
| top of the list. Those over 50 are seeking | | | | boxes in Maine and aerosol cans in Chicago.7) |
| convenience too but issues like the size of | | | | Security in packaging is becoming |
| print on the package and ease of use top | | | | increasingly important. This will continue to |
| their priority list. Make sure your package | | | | come into focus as more people become |
| employs the characteristics that appeal to | | | | concerned about product integrity. One major |
| your target market.2) Understand how the | | | | security scare could force everyone to change |
| package will be used. Families no longer sit | | | | their packaging methods immediately. Look for |
| and eat a meal with everyone at the same | | | | new tamper evident and security devices that |
| time. There are special diet requirements or | | | | can be incorporated into your packaging. Cost |
| dieting in general in most households. It's | | | | efficiencies are now making many of these |
| not uncommon to serve different meals to | | | | devices more affordable and will soon become |
| different individuals. Package sizes will | | | | mainstream.8) Competition of various |
| vary accordingly. EX: People who travel a | | | | packaging materials is increasing. From the |
| lot buy sample or trial size packages because | | | | imports that are readily available to the |
| they are small and easy to deal with3) | | | | merger and acquisition mania that is taking |
| Know your customers current buying trends. | | | | place, keep current on your chain of supply |
| Several years ago, we went through the | | | | globalization. Certain products such as |
| supersized phase. There are still a lot of | | | | plastic bags that used to be the mainstay of |
| supersized packages; however, buying trends | | | | American manufacturing have now gone |
| are changing to smaller sizes in general. To | | | | offshore. Ethic diversity both her and abroad |
| package smaller does not mean less profit, in | | | | is demanding that all packaging be |
| many cases it means more. Consumers are | | | | multi-lingual and people really don't care |
| willing to pay a premium for convenience, | | | | where the product packaging is |
| ease of use and a smaller quantity. Remember | | | | manufactured.9) External influence of |
| the three premium baking potatoes in a | | | | power players. The big box retailers are |
| package cost almost the price of a 5 lb bag. | | | | driving packaging procedures and policies at |
| If you live with just one other person, do | | | | retail. Mandates from these companies such as |
| you really need 5 lbs of potatoes?4) Keep | | | | RFID tracking are in their infancy. This type |
| abreast of new packaging technologies. | | | | of requirement could become mandatory |
| Creative, new products have the advantage in | | | | overnight. If you want to do business with |
| the marketing world even if their technology | | | | companies such as Home Depot and Wal-Mart, |
| is not new. Several years ago, Metedent took | | | | you will need to include the design and |
| the world by storm with the duel aperture | | | | selection of your packaging materials as per |
| dispensing mechanism. Recently hosts of new | | | | their demands and others will follow |
| cleaning products have revived interest in | | | | suit.Remember, the customer depends upon you, |
| this type of dispensing. Look for innovate | | | | the designer, as a resource. They expect you |
| ways to combine two products into one | | | | to keep up with packaging trends and |
| package.5) Watch where people shop. There | | | | technologies and provide the latest and |
| is a shift from traditional retailers to new | | | | greatest innovations the industry has to |
| and innovative store formats. The convenience | | | | offer. If you cannot connect with the |
| store, once considered a low-end marketer, | | | | consumer through package design, do not |
| has now transitioned into store that provides | | | | expect your products to fly off the shelf.Got |
| premium products at a premium price. This | | | | packaging problems? I can help. Packaging |
| evolved from the hurry up and go mindset | | | | problems are solved like magic when you work |
| demonstrated in today's shopping habits. | | | | with the Diva. I teach you how to package |
| Recent studies are showing that consumers no | | | | products consumers will buy. Get advice from |
| longer make one big trip and stock up but | | | | the top expert in consumer packaging. |