What is a package any way? We
all know it conveys a product from point A to point
B. Besides the obvious of getting it there undamaged
or not broken, what's a box supposed to do? That job
has changed dramatically in the last decade. The
package has become the “first moment of truth” at
retail. And now, especially it’s going to decide
whether someone will by your product, or not. So you
better pay attention to not only what goes inside
but what’s on the outside of the box.
Just because you have a great
product doesn't mean its going to sell. Or even if
you have it in the right retail environment that
it’s going to fly off the shelf. Packaging a product
the right way entails much more than just creating a
box to put your product in. Sure, you are going to
get it there in one piece, we hope but gone are the
days of the box acting as only a protective shipping
container. The box today is the "retail"
salesperson. The box or package is expected to
provide the necessary information to make an
informed shoppers’ decision plus no salesperson is
available to answer a question either. So the
package must be the silent salesperson to tell all
there is needed to know.
More importantly conveying the
information about what is inside and how it’s going
to help the consumer solve a problem. That’s an
important factor to remember. When someone looks at
your product in their minds they are saying “What is
this product going to do for me?” Do think about
your package from a consumer’s perspective, not a
package designers or engineers. Don’t get caught up
in the notion about what has to be “ON” the box
rather what needs to be on the package to pique or
satisfy the consumer’s interest. Keep engineering
driven statements to a minimum, rather explain what
value and benefits they will derive vs. technically
oriented information.
Think about the people who
shop. Today’s consumer is a moving target. You have
market trends, demographics and market niches that
are continually evolving at any point in time. If
you are not staying on top of these trends then your
product isn’t “connecting” to them with the right
message. That core “message” is one of the most
important attributes of your product packaging.
An intrinsic message can be
conveyed in a number of ways. You can make your
product more appealing though a variety of package
applications. Here are a few ideas to consider,
compelling graphics, a complete family of
interrelated products, engaging lifestyle
photographs, clear and concise and short
instructions and benefits driven statements. All of
which have a subtle “feel good” message for the
consumer. It tells them what they need to know or
provides information that “connects” them with other
satisfied buyers.
Were you aware that women
either influence or make the purchasing decision 85
percent of the time? In some market sectors its more
and in some less, but over all its women that make
the primary purchasing decision. What is going to
get her to buy your product? The answer is not what
you might think.
But consumer’s goods companies
are finally waking up to that fact. Unfortunately,
its not as simple as just taking the man off the box
and replacing it with a woman. Nor is it to use pink
packaging or other feminine colors. . Did you know
that the number one color for packaging chosen by
women is blue followed closely by red?
So first, understand you need
to connect with her on an intrinsic level. Do you
understand why she is making the purchase?
Alternatively, you need to know where she will be
shopping. One thing is for sure, she will be in a
hurry. Today's women are over worked, time crunched,
and busy multitasking. How are you going to help her
make an informed purchasing decision? Make it easy
for her to buy and easy to use and understand and
you will have a winner.
Are you aware that the 50 +
generation is the fastest and most affluent
purchasing demographic?
Did you know that:
· Americans age 50-plus control
$7 trillion, or 70% of all US wealth.
· The 50-plus group brings in
$2 trillion in annual income that they want to and
are willing to spend.
· One baby boomer turns 50
every 8 seconds of every day. Do a little
calculating here about this market size. Think of
all the boomers that you know besides me.
· The most common phrase that
seems to satisfy everyone is “active adults.”
Do you know what they want in
their product packaging?
Whether you use the word,
"boomer," "senior over 50," or "aging," this age
group doesn't want to be referred to as old. No
"over the hill" context. Use words that are not
considered negative. In a recent survey I conducted,
the words "golden," "aging" and "elder" were
disliked.
Sell the 50 + generation the
experience and the benefits that come in using your
product or service. Lifestyle issues are important.
Boomers expect to live well and longer so conveying
this in your product will create relevance. And
don’t forget their eye sight issues too. Bigger type
will satisfy them. As our population matures manual
dexterity in opening the product will also become
increasingly important.
It’s trends like this that
dramatically influence product packaging and who
will be the primary shopper. Yes, there are many
other important demographics out there but women and
50+ gen. account for a tremendous and lucrative
segment of the population. One you cannot overlook
in any product packaging.
So it is imperative to
understand what today’s consumer expects and demands
from their product packaging. When a consumer shops,
70 % of the time they make the purchasing decision
in the retail environment. That means at the store,
not before and also means your product is competing
with dozens of like or similar products for their
attention. The clutter and proliferation of
competitive products is almost mind boggling.
So even if you have established
brand awareness, is it enough to make your product
stand out on the shelf? A quick note here on
branding for seniors: The over 50 population is not
brand loyal contrary to what you might think. They
will switch brands if you provide a superior
experience especially at a lower or competitive
price.
What makes this problem even
more difficult is that on average a consumer is
going to take approximately 2.6 second to make up
their mind whether to pick your product off the
shelf. That’s a few seconds of retail sensory
overload that going to determine whether or not your
product will sell. So your package better have the
right message geared towards the right audience.
There are so many factors that
can influence a buyer to pick up your product. But
there are several things which I call “universal
truths” that influence virtually any consumer.
1st: Time is not on your side.
Consumers are in a hurry. They
are not going to take a lot of time making up their
minds which item to buy. Make your product easy for
them to access where and when they are shopping and
have your product make the buying decision for them.
2nd: Convenience is mandatory.
Look at the success of Wal-Mart
or Best Buy where you can access a myriad of
products under one roof. Today’s consumer is looking
for one stop shopping where they can the majority of
what they need in one place. Other growth areas
include convenience stores which are upgrading and
expanding their quality and quantity of products.
3rd: KISS. Keep it simple
stupid.
The more complicated the
decision making process the more likely you will
loose their interest. It needs to be quick, simple
and uncomplicated.
Last but not least-----give
them a reason to buy. What is this product going to
do for them? In many cases They will even pay more
if it solves a problem.
Other "social” issues that can
influence your package in include:
Environmentally accountability
or sustainability: Green issues revolving around
disposability, recyclability, and the latest hot
button issue bio-plastics or bio-resins. The
environmental aspects of packaging are heating up.
Every week there are dozens of article pertaining to
packaging and the waste stream.
Packaging Innovation:
One major shift in consumer acceptance can cause a
landslide of new product innovations. Companies are
building entire brands around environmentally
friendly packaging and consumers are waking up to
the “garbage” problem.
Product security:
Much of this packaging has come about for specific
reasons: security, tamper evident, counterfeiting
and so on. If you cannot prove that, your product is
secure and hasn't been tampered with, look out.
Consumers are getting more and more wary of where
products come from and how secure they remain though
the manufacturing process. Look for many innovations
that prevent counterfeiting, tampering,
contaminating or any product degradation.
Under this category comes RFID
applications and tracking your products from the
manufacturer to the consumer. Believe it or not the
media is driving this. Too much packaging that’s too
hard to open. Consumer Reports just ran a spread in
March about the 5 most difficult to open packages.
(The Oyster Awards) And at Christmas time there are
always scores of articles about “wrap rage”. So make
sure the consumer can get in to the box and more
importantly that it’s not a negative experience in
doing so.
So if you want to package
products consumers will buy keep the above in mind
and:
Look outside your industry for
innovative packaging ideas.
Don't become so “industry”
focused that you overlook opportunities in other
markets.
Get grounded in hot consumer
trends and understand what drives people to buy.
Don't just package hype,
package experiences.
Deliver value in the form of
benefits consumers will derive from buying your
product.
Keep current on who is buying
what and where and don’t rely on what worked in the
past.
Lastly look at the package from
the consumer’s perspective not the manufacturers.
Remember the package should be
your first thought not your last.
