Posts Tagged ‘consumers’

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Top 10 Facebook Pages Worldwide

Monday, October 10th, 2011

Like Facebook 300x191 Top 10 Facebook Pages Worldwide

Have you ever wondered which brands are most popular on Facebook? Famecount has a list the shows the most “liked” brands on Facebook worldwide. The keyword is “Like” here. Facebook “Likes” are supposed to have less value in the future as Facebook just launched a new metric called “Talking about”. Pages with a high “Talking about” rating are the ones with the most compelling content because the metric will measure user-initiated activity related to a page. Activities include wall postings, “Likes”, commenting, and sharing a page. Marketers have to focus on coming up with compelling content in order to get users to interact more with their pages to score higher “Talking about” ratings. So while it’s good for a brand to have a lot of “Likes”, it’s better to get consumers “Talking about” them.

Top 10 “Liked” Brands on Facebook:
1. Coca-Cola- 34,563,347
2. Starbucks- 25,490,292
3. Oreo- 23,117,266
4. Red Bull- 22,447,819
5. Converse All-Star- 20,795,216
6. Converse- 20,169,668
7. Skittles- 19,359,111
8. Playstation- 17,448,382
9. Pringles- 15,631,111
10. Victoria’s Secret- 15,365,940

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Is it the End of Print?

Monday, June 20th, 2011

When is the last time you read a paperback or hardcover book?

a. Just recently
b. Never, I hate reading
c. What is a paperback or hardcover book?

ereader vs books 300x199 Is it the End of Print?

If you responded with c, I want to first inform you that books are those things with pages and second, you may be one of many who have ditched actual tangible books and have hopped on the eBook and e-reader bandwagon. Amazon Kindle, Barnes and Noble Nook, and the Sony E-Reader are just a few of the electronic book readers changing the landscape of how we read. And for the first time, Amazon’s sales of their electronic books for their Kindle have overtaken those of printed versions. For every 100 printed books, Amazon sells 105 electronic ones. It would be unrealistic to think that this could never happen, but now that it has, it is interesting to know how popular eBooks and e-readers have become. E-readers possess qualities like easier portability, ease of use, and they have the ability to purchase books instantly from the device, among other features. They are also a more eco-friendly version to reading as well as more functional.

So what does this mean for printed books? Only time will tell. But in the mean time, marketers can step up their skills and create something unique to keep printed books in the minds of consumers.

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Posted in Eco-Friendly, Marketing, New Products, Product Information | 1 Comment »

What is Crowdsourcing?

Wednesday, June 15th, 2011

crowdsourcing cartoon 300x216 What is Crowdsourcing?
Have you ever wondered what crowdsourcing is? I have heard of it, but never fully understood what it was. For starters, the name crowdsourcing came from combining crowd and outsourcing. By definition, crowdsourcing is the act of outsourcing tasks, traditionally performed by an employee or contractor, to an undefined, large group of people or community. Still confused? Well when a company has a problem they usually hire someone to perform the necessary procedures to fix it. Now a company will involve a crowd to help them solve their problem. A larger group of people has a higher potential of finding a better solution than compared to one person. So the basic idea then is to tap into the collective intelligence of a group of people to perform business related tasks.

Crowdsourcing increases productivity, while also allowing to hear feedback from more than one individual. A lot of businesses are using crowdsourcing to gain insight and solve problems. As social media has become the way we communicate, crowdsourcing is becoming more and more popular. Businesses may use crowdsourcing to get opinions on a new logo design, voting on a product design, or rank songs and movies. Crowdsourcing can be used for any purpose a business needs.

Sony used crowdsourcing to get people from untapped audiences the chance to think of new ways to tackle the sustainability challenges we face. This started in September of 2010 when Sony set up an online open forum. PepsiCo also dabbled in crowdsourcing last year when they created their Refresh Project campaign. They asked for customer’s favorite ideas for community involvement and they would fund the ideas that got the most votes. Mob4Hire is one of the world’s largest mobile research and testing companies and they used crowdsourcing to test products.

Crowdsourcing connects businesses with their consumers and produces collaboration. It gives businesses the chance to hear what a group of people have to say to get more feedback and opinions.

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Recycling Made Easier

Saturday, June 11th, 2011

sustainable packaging coalition 300x85 Recycling Made Easier
The Sustainable Packaging Coalition (SPC) is an industry working group that is committed to creating and implementing an environmental vision for packaging. Their mission is to advocate and communicate a robust vision for making packaging more environmentally friendly. They also support innovative and functional packaging materials that promote economic and environmental health. SPC has been working on a new project and they are preparing to launch a voluntary labeling pilot program for packaging this fall that intends to increase recycling and make it easier to understand. The hope is to eliminate confusion that is caused by some labels. SPC will allow members to use this new labeling program on their products, and plan on opening the program to others. The overall goal of this program is for it to become a universal label.

Eco labeling has taken some heat recently because it can be confusing and misleading. Some companies that participate in greenwashing use eco labels to make their products appear to be eco-friendly. This has led to consumer confusion and frustration. Consumers want instruction and direction on what is actually recyclable. This pilot labeling program will help give consumers the right information on what to recycle, with the goal of keeping everyone on the same page.

SPC Recycling Made Easier

The labels have three classifications: widely recycled, not recyclable, and limited recycling. A black diagonal line will classify the not recyclable label. Limited recycling will have the phrase check locally above the icon and it will identify the material. Plastic bags and films will be classified by store drop off or recycle if clean and dry.

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Impact of Custom Packaging on Consumer Buying Behavior

Friday, June 3rd, 2011

E Flute Under Armour2 300x200 Impact of Custom Packaging on Consumer Buying Behavior

E Flute Box 2 300x219 Impact of Custom Packaging on Consumer Buying Behavior

Though some are skeptical on the impact custom packaging has on consumer behavior, there are reasons why the packaging industry is one of the largest in the world. The bottom line is that companies pay lots of money for custom packaging because custom packaging is a wonderful marketing tool that contributes to growth and sales.

I ran across another study that shows the importance custom packaging has on the consumer buying process. Here are some of the highlights:

- 90% of consumers preferred buying products with packaging, 10% preferred products without packaging.

- When ranking the importance of three main characteristics of consumer products, packaging was #1 in importance:

            1. Packaging
            2. Quality
            3. Price

- On the relationship of strong brands and packaging….89% said yes that it’s important for a strong brand to feature good packaging. 11% said packaging was not an important element of a strong brand.

- When asked “Have you ever purchased a product based on it’s packaging?”, 84% said yes and 16% said no.

- 45% said that they would pay 5% more for a product with good packaging and would consider switching brands based on packaging alone.

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Kung Fu and QR Codes

Wednesday, June 1st, 2011

 

qrcode nwb Kung Fu and QR Codes

Kung Fu and QR Codes

QR codes (quick response) are those black and white symbols that can be found on all types of packaging, print ads, and billboards. These codes provide a wealth of information such as text, websites, and other data that is embedded and decoded with a mobile device. All this mobile device needs is a camera and the down-loadable app and the information is unleashed. Usually QR codes are embedded with some type of promotional tool such as a contest, special offer, or an unique website. It is a great way for marketers to engage and attract consumers. These codes are designed to invite customers to participate, discover, share, save, and interact with brands.

Sun-Maid, the famous raisin brand, is utilizing QR codes to promote the animated movie by DreamWorks, Kung Fu Panda 2. Sun-maid has put these codes on their packaging to take customers to a special website where they have a chance to win a trip to Zoo Atlanta. Since entering the contest is as simple as having a mobile device, Sun-Maid hopes the number of entries will be high. They have also used Facebook to promote this contest as well. Sun-Maid brand designed their packaging with these QR codes in hope the special contest will entice consumers to buy their raisins. The packaging design also gets consumers engaged in the Sun-Maid brand as well as provides consumers a way to interact with the brand.

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Going Back in Time With Retro Packaging

Friday, May 27th, 2011

Packaging design is a critical decision making criteria for consumers. The first sense we use when we shop is our sight, which means we see packaging before we see the actual product. Marketers need to make sure packaging is appealing so it will entice consumers to make a choice and purchase. A new trend in packaging is going back in time and creating a retro look and feel. Retro packaging design adds a dash of nostalgia and curiosity. Below are three products that have embraced the retro trend and used the idea in their packaging design.

retro.doritos 199x300 Going Back in Time With Retro Packaging

Doritos wanted to relaunch their taco flavor chips so they decided to reintroduce them in the original 1960s packaging. Consumers have made comments online about how much they miss the taco flavor. So Doritos listened to those people and brought the taco flavor and its retro packaging back to life. They also announced that the taco flavor will remain in the permanent product line-up.

retor tide 183x300 Going Back in Time With Retro Packaging

When the very first washing machine was invented, Tide was a choice for detergent. Today Tide is still a choice for getting clothes clean. Tide wants consumers to enjoy their retro packaging, hoping it will bring some past memories back to life. Tide has been a trusted brand for over 50 years, and its retro packaging showcases how this brand has grown. The retro and vintage look of Tide’s limited edition packaging shows how it looked years ago, but has the same performance qualities we know today.

retro 7up 300x249 Going Back in Time With Retro Packaging

Celebrity Apprentice finalists meet 7UP as they designed retro packaging for their final task on the show. The retro look for 7UP displays the brand’s legacy from the 1970s and the 1980s. The retro designs showcase how 7UP is “The Uncola” with its crisp lemon-lime taste. It has been a great tasting brand for over 80 years, and the retro packaging lets consumers know how much it has evolved and stayed true to its roots.

Retro packaging is a creative way to bring nostalgia and uniqueness to packaging. It gives consumers a chance to see how packaging has evolved and grown. For others, it takes them back to when they got their first washing machine and used Tide to clean their clothes, or when they drank 7UP at a family picnic, or when they ate Taco Flavored Doritos when listening to the radio. Retro packaging lets consumers get involved with the packaging and product, giving them a chance to experience something vintage.

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Green Consumerism

Monday, May 23rd, 2011

green consumerism Green Consumerism

Consumerism is a movement that seeks to protect and inform consumers by requiring practices like packaging, advertising, product guarantees, and safety standards. In theory it is also the outcome of producing greater consumption of goods for the benefit of the economy. Since we have become a society that is concerned with the state of our environment, consumerism has become eco-friendly. Green consumerism is a new movement that is concerned about products and services that are considered ethically made. This means with minimal harm to or exploitation of humans, animals, and/or the natural environment.

Green consumerism is interesting in that it focuses on us buying green products. Well how beneficial are green products to the environment if we don’t use them properly. An article written by Jacquie Ottman titled “The Next Frontier in Green Marketing is Responsible Consumption” pinpoints this issue spot on.  The article provides an example: how is an eco-friendly light bulb eco-friendly if the light remains on after everyone leaves the room? They contradict each other. We may feel good about doing our part if we buy green products, but we need to focus more on the behaviors we conduct when we use them. It defeats the purpose of buying green if we are not using the products in an eco-friendly manner.

Going green is based on behavior. If we want to be buy eco-friendly products we must learn green behaviors. If we look at this issue from a business perspective, marketers of green products should focus on adding value for consumers and providing them with the needed knowledge of how to use the product. Buying green products and using them properly is how we will help save our planet. Green consumerism is on the rise and more consumers feel they have a personal responsibility to do their part to help the earth.

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Interview with the Packaging Diva: JoAnn Hines

Monday, May 2nd, 2011

packaging diva 300x300 Interview with the Packaging Diva: JoAnn Hines

JoAnn Hines, the Packaging Diva, has a wealth of knowledge about the packaging industry and voices her advice to help the packaging industry. Her expertise has taken her all over the world and in virtually every packaging publication. Bottom line, she knows packaging.

JoAnn was nice enough to give us some wonderful insight on the packaging industry today as well as a little bit of history of how she became, “The Packaging Diva”. So, without further adieu…

1. Let’s talk a little about yourself. How may years have you been in the packaging industry?
I have been in packaging 35+ years in virtually every facet. I started with no experience as a trainee in 1976. Since I was one of the few women in packaging, I was given rigorous technical training that has stayed with me my entire packaging career.

2. What is it about packaging that interests you most?
Packaging is not static. It constantly evolves with consumer’s wants and needs, regulation, and external influences.

3. You’ve obtained diva status in the packaging industry and actually been dubbed “The Packaging Diva”. How did this come about?
I’ve always stayed on top of the latest packaging innovations and industry information. Back in 1988 I was offered my first consulting job. I found out early on that people need to know about what you do, and your best brand ambassador is yourself. I’ve established a strong branding and marketing campaign, one that people remember. Packaging Diva sort of evolved and people love it. The most important thing is they never forget.

4. You’ve spoken about packaging all over the world including the White House. What was that experience like? How did you get that opportunity?
The White House gig was very interesting. I had just come back from leading a packaging trade delegation in China at the behest of Madame Wu Ganemi and President Clinton was about to leave for one. He wanted to know what the US could offer China better than any other country and of course the answer was “packaging”.

5. What is the most common problem in packaging today?
This rarely gets named as a significant problem but everything we read and hear about stems from this issue: consumers don’t understand packaging. They see is as a nemesis, not as an integral role in the fabric of their everyday lives. We (the packaging industry) do a poor job of explaining it.

6. Sustainable packaging has grown despite a weak economy. Does this evidence suggest that green packaging is here to stay?
Green packaging is here to stay for a variety of reasons. Most importantly, it makes sense to better utilize resources.

7. Do you think there is a lot of misconceptions out there as to what is green and what isn’t regarding packaging or are companies, as well as consumers, pretty well seasoned on this subject?
Consumers are totally confused and no wonder. The industry makes unsubstantiated claims, comes up with meaningless green icons, or the packaging simply doesn’t work as expected. As one global packaging R&D manager from Kraft put it: “We are about at a step one in a 25 step process”.

8. What are the big packaging trends for 2011?
We covered green but interactive and intelligent packaging is huge. Packaging that makes our lives easier by performing tasks or educating us will be in our future. I also see a huge packaging backlash driven for the most part by watchdog groups that have an agenda. Some of what they want makes sense but other groups simply are making unreasonable demands, the consumer gets caught in the middle by not understanding what is at risk, product security, and integrity in addition to cost effectiveness. What no one ever mentions is that all of this cost is added to the price that consumers pay.

9. Are there any big packaging trends beyond 2011 that you see taking the industry by storm?
Yes, my latest venture is with my partners at mfg.com. We are building an online packaging platform that will revolutionize the way that people buy and sell packaging. You will be able to “intelligently” connect with buyers who need your products without ever leaving your computer through the website http://mfg.com/packaging. The value add: saving time, money, and resources in connecting with someone ready to buy your products.

10. What would be your greatest piece of advice for a company who needs to package a brand new product?
Understand that consumers really want to solve an unmet need. Don’t change for the sake of change. Connect more intimately with your core customer.

For more information about the Packaging Diva visit:

http://www.packagingdiva.com

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How Social Media Can Help Your Business

Friday, April 29th, 2011

smm How Social Media Can Help Your Business

Millions upon millions of people have created their own presence via social media. It isn’t just a place for individuals to keep in touch with family and friends, it has also grown into an extraordinary marketing tool that businesses should take advantage of. Facebook and Twitter for example have upwards of 600 million and 400 million users respectively, providing businesses and marketers with a vast platform of people to market to. Marketing is an action businesses need to take to attract consumers to their products or services. Social media marketing is just a new form of  marketing in the new digital age we are living in.

Social media marketing has many benefits for businesses. Here are 4 ways social media marketing can help businesses and marketers.

1. Increase exposure: If social media is just used at its simplest form by just minimally creating a presence and updating it on occasion, you are still creating exposure to your business. Social media marketing allows for your name to be seen. Since millions of people participate in social media, the more you use social media increases your chances for exposure.

2. Increased traffic: Social media marketing allows for traffic to be increased. One benefit of social media is that you can provide links to your website or anything else related to your business. By providing links and information for people, there is a higher probability of creating traffic as your exposure becomes more proficient.

3. Lead Generation: If you think just teens and college students are using social media you are wrong. Businesses all over the world are using social media for marketing. This provides businesses with another way to generate leads and interact with them. Social media networks also provide a wider reach and database of people who could be leads.

4. Advertising: One of the main benefits of social media is that most sites are free. This gives companies the ability to have their name present without spending a dime. The best part of using social media for advertising is that users that know and like you are automatically endorsing you.

Marketing via social media is a great way for businesses to get noticed. It is easy to get started as well as easy to maintain. Social media is changing the way we market businesses, products, and services.

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