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Other Added - 9 Packaging Problems That Lose Sales
Financial Advisors have a certain image that they need to portray, and that really comes across in the business cards that they hand out. Financial advisors need to show their conservativeness, formality, and stability, along with the reputation of the company they represent.The business card design is so important in this field because you are dealing with money, and people are very concerned about where their money will go and what kind of profit they can make with it. This is a huge business, and there are thousand of financial advisors to choose from, so the first impression can be a huge factor in whether they choose you. The design should be both
5) The package doesn't fit with today's life styles.
Got any 20lb bags of potatoes lying around? If you are like me, 20 lbs can last a year. Large quantities and amounts do have a special market but generally people are buying in smaller size units. In fact, one of the fasted growing market segments is ready to use and consume. When I was in China ready to use was the only type packaging available. Single servings were huge there and now they are becoming hot here.
6) People are confused by the packaging.
More product iterations mean more confusion at retail. Yes, I know brand manage
An effective, compelling presentation has three clear parts: the introduction, the body and the conclusion.Try to involve your audience. Inject variety through the use of a whiteboard or PowerPoint bullet points. Invite comment or feedback whenever possible. Questions or comment from the audience provide valuable breaks as well as a chance to regather your thoughts.Remember - you are there to communicate with your audience, not to talk at them. So use language they find compelling. Paint pictures of events and ideas they can see in their mind. And keep them thinking with occasional questions. Keep them well informed about the structure and length of
1) You don't understand your market.
There are so many new markets and retail outlets out there. Don't forget Internet marketing too. The question is can one package service them all? The answer is no. There are features that work to your benefit in all types of packaging, but in general attributes that appeal to one audience won't appeal to another.
What to do:
Refine your niche attributes. Is your product broad based? Does it appeal to a special target audience? Do you understand what this group is looking for in product packaging? I have several research studies that focus on packaging that appeals to niches: Women and Boomers (to order these special reports return the word "research" via email).
2) The packaging is too big or too small.
In my recent research for the Packaging and Design Summit, I uncovered an interesting fact. Products that work well for children, especially kid proof packaging, simply doesn't fit the requirements of the over 50 market.
What to do:
Keep size in mind when designing your product packaging. Who is actually going to use this product and how? Is there a shelf life or consume by date that can impact the usage factor?
Tidbit:
Women said: keep it easy to carry and easy to store.
Boomers said: keep it simple and easy to open.
3) The package is too hard to open:
Every Christmas and holiday time we read ranting and raving over packages that simply cannot be opened easily or require the aid of scissors. Much of this packaging has come about for specific reasons: security, tamper evident, counterfeiting and so on. But think about it the next time you try to open a product. Was all that packaging necessary?
What to do:
Try testing with a focus group outside the world of packaging. Many times a person unfamiliar with packaging can identify a problem area that a packaging pro can't. I did a segment for NBC TV as their packaging guru. They ended the story with people ripping and tearing open the packaging that I had so carefully explained. Boy, was that an eye opener. Look for my upcoming article in the June issue of Global Cosmetics Industry.
"Don't think like a package designer. Think like a consumer"
4) The package is too generic:
Is it trying to be all things to all people and as a result, it doesn't appeal to anyone. Have you ever been totally confused when looking at a product package? What am I supposed to do with it? Or what's the purpose? This is a total turn off.
What to do:
Tell people up front what's inside, how to use it and what the benefits are. Simpler is better -- especially when we are in a hurry.
5) The package doesn't fit with today's life styles.
Got any 20lb bags of potatoes lying around? If you are like me, 20 lbs can last a year. Large quantities and amounts do have a special market but generally people are buying in smaller size units. In fact, one of the fasted growing market segments is ready to use and consume. When I was in China ready to use was the only type packaging available. Single servings were huge there and now they are becoming hot here.
6) People are confused by the packaging.
More product iterations mean more confusion at retail. Yes, I know brand manager
After years of working as an administrative assistant, Susan finally broke into the ranks of management. Eventually she changed companies and continued on her career path.Over time, problems arose in her new position. Politics were ugly at the new company, and Susan didn’t believe she had the savvy to navigate such treacherous waters. To make matters worse, she was made the scapegoat for a project that went awry. When she was able to prove that it had not been her fault, she was perceived as “defensive.”Then an administrative assistant position opened up in an office near her home. The hours were perfect and the salary wasn’t that bad. It was
2) The packaging is too big or too small.
In my recent research for the Packaging and Design Summit, I uncovered an interesting fact. Products that work well for children, especially kid proof packaging, simply doesn't fit the requirements of the over 50 market.
What to do:
Keep size in mind when designing your product packaging. Who is actually going to use this product and how? Is there a shelf life or consume by date that can impact the usage factor?
Tidbit:
Women said: keep it easy to carry and easy to store.
Boomers said: keep it simple and easy to open.
3) The package is too hard to open:
Every Christmas and holiday time we read ranting and raving over packages that simply cannot be opened easily or require the aid of scissors. Much of this packaging has come about for specific reasons: security, tamper evident, counterfeiting and so on. But think about it the next time you try to open a product. Was all that packaging necessary?
What to do:
Try testing with a focus group outside the world of packaging. Many times a person unfamiliar with packaging can identify a problem area that a packaging pro can't. I did a segment for NBC TV as their packaging guru. They ended the story with people ripping and tearing open the packaging that I had so carefully explained. Boy, was that an eye opener. Look for my upcoming article in the June issue of Global Cosmetics Industry.
"Don't think like a package designer. Think like a consumer"
4) The package is too generic:
Is it trying to be all things to all people and as a result, it doesn't appeal to anyone. Have you ever been totally confused when looking at a product package? What am I supposed to do with it? Or what's the purpose? This is a total turn off.
What to do:
Tell people up front what's inside, how to use it and what the benefits are. Simpler is better -- especially when we are in a hurry.
5) The package doesn't fit with today's life styles.
Got any 20lb bags of potatoes lying around? If you are like me, 20 lbs can last a year. Large quantities and amounts do have a special market but generally people are buying in smaller size units. In fact, one of the fasted growing market segments is ready to use and consume. When I was in China ready to use was the only type packaging available. Single servings were huge there and now they are becoming hot here.
6) People are confused by the packaging.
More product iterations mean more confusion at retail. Yes, I know brand manage
Your walk-in customers visit retail branches to carry-out very personal, private business. Many of them have the ability to comfortably log-on to their personal computers to make these same transactions in the privacy of their home, yet they choose to make a face-to-face visit. Some of these walk-in customers are visiting because they are unsure of their internet banking abilities or may be uneasy about on-line privacy. It’s not likely that they have come to your bank for the free gourmet coffee, cookies and trendy music, though these freebies are always welcome. It is quite probable that your customers are simply stopping-by to have a very personal, private bank
Boomers said: keep it simple and easy to open.
3) The package is too hard to open:
Every Christmas and holiday time we read ranting and raving over packages that simply cannot be opened easily or require the aid of scissors. Much of this packaging has come about for specific reasons: security, tamper evident, counterfeiting and so on. But think about it the next time you try to open a product. Was all that packaging necessary?
What to do:
Try testing with a focus group outside the world of packaging. Many times a person unfamiliar with packaging can identify a problem area that a packaging pro can't. I did a segment for NBC TV as their packaging guru. They ended the story with people ripping and tearing open the packaging that I had so carefully explained. Boy, was that an eye opener. Look for my upcoming article in the June issue of Global Cosmetics Industry.
"Don't think like a package designer. Think like a consumer"
4) The package is too generic:
Is it trying to be all things to all people and as a result, it doesn't appeal to anyone. Have you ever been totally confused when looking at a product package? What am I supposed to do with it? Or what's the purpose? This is a total turn off.
What to do:
Tell people up front what's inside, how to use it and what the benefits are. Simpler is better -- especially when we are in a hurry.
5) The package doesn't fit with today's life styles.
Got any 20lb bags of potatoes lying around? If you are like me, 20 lbs can last a year. Large quantities and amounts do have a special market but generally people are buying in smaller size units. In fact, one of the fasted growing market segments is ready to use and consume. When I was in China ready to use was the only type packaging available. Single servings were huge there and now they are becoming hot here.
6) People are confused by the packaging.
More product iterations mean more confusion at retail. Yes, I know brand manage
If you find that the copy gets better as your work through the particular mail piece then go back to the start and begin again as people will not read through the crap to get to the good copy.There are distinctly two things that will compel the reader to take action – firstly they buy wholeheartedly into the USP (Unique Selling Proposition) that your product / service or special report has to offer OR they feel the benefits you describe will be of great use to them!Some rules I always adopt are:Write from the buyers / readers point of view – not yours!Write as if you are talking to a friend – make it conversational.S
"Don't think like a package designer. Think like a consumer"
4) The package is too generic:
Is it trying to be all things to all people and as a result, it doesn't appeal to anyone. Have you ever been totally confused when looking at a product package? What am I supposed to do with it? Or what's the purpose? This is a total turn off.
What to do:
Tell people up front what's inside, how to use it and what the benefits are. Simpler is better -- especially when we are in a hurry.
5) The package doesn't fit with today's life styles.
Got any 20lb bags of potatoes lying around? If you are like me, 20 lbs can last a year. Large quantities and amounts do have a special market but generally people are buying in smaller size units. In fact, one of the fasted growing market segments is ready to use and consume. When I was in China ready to use was the only type packaging available. Single servings were huge there and now they are becoming hot here.
6) People are confused by the packaging.
More product iterations mean more confusion at retail. Yes, I know brand manage
One of the most exciting efficiencies in business is the Global Brand. A global brand allows tremendous economies of scale, especially in marketing communications investments. However, these economies of scale can only be achieved, if brand impact is not sacrificed in the process.Doesn’t this seem to be a contradiction in terms? How can Brand, which is typically optimized for a specific market and a specific offering be implemented across widely different countries and work equally hard for all of the markets and for all of the offerings?After all, countries are different. They have different histories and cultures. So a brand that is designed f
5) The package doesn't fit with today's life styles.
Got any 20lb bags of potatoes lying around? If you are like me, 20 lbs can last a year. Large quantities and amounts do have a special market but generally people are buying in smaller size units. In fact, one of the fasted growing market segments is ready to use and consume. When I was in China ready to use was the only type packaging available. Single servings were huge there and now they are becoming hot here.
6) People are confused by the packaging.
More product iterations mean more confusion at retail. Yes, I know brand managers are constantly creating new and improved versions, but get real! How many new and improved products are really different from their predecessor?
If you want a good laugh be sure and read my upcoming article in the June issue of Packaging Design Magazine: "Packaging Design for Overworked, Time-Crunched and Over-The-Edge Consumers."
7) The package doesn't fit the retail outlet. There are myriad of cross marketing opportunities available. What works in a club store certainly won't work at a convenience outlet. Consider where your package will be merchandised.
What to do:
Ensure you have the appropriate package size for the retail outlet. Go to a store and see how people shop. It could affect the product's success.
8) The package isn't contemporary.
There are a lot of old brands that are repackaging their image. Old brands have been revitalized with new and updated packaging. Old brands can lose favor with the consumer simply because they look old.
What to do:
Keep on top of important trends. Remember when the Pillsbury Dough Boy went on a diet? Just kidding, but he did get slimmer and trimmer in his image. The same is happening to Ronald MacDonald. He is getting a makeover too. Even long-standing icons have to keep up with the times.
9) The package is too gimmicky or doesn't work.
Keep in mind, simple is better. Products that get too complicated only appeal to a certain market segment, and it's not boomers, the largest share of the purchasing market. The electronics industry seems to have lost track of this fact. Make sure it doesn't apply to your product.
Whatever the problem is, it can be corrected by understanding your target audience. Learn what they want and need. Make some adjustments and watch packages fly off the shelf.
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