One key way that you can gain customers and brand/product recognition is by changing up the design of your packaging. Yes, if you have a “classic” design, you do not want to change it up too much and risk confusing or losing customers, but you also do not want your product to look outdated. An old design can blend in with the competition, and you want your product to “pop” and stick out on the shelf.
Kayem needed a new design for the packaging of their hot dogs. “Classic is one thing, but ‘stale’ isn’t a term a marketer wants people to associate with his edibles.”
To change the packaging effectively, Kayem had to do a lot of market research to figure out what was wrong with the old packaging and what could make it better. First, Kayem removed the banner, “DELI”, because customers did not know what that meant. They decided to stick with “Old Tyme” to convey emotion and describe their hot dogs as being tasty and classic. They also decided to add “gluten-free”, “made in the USA”, and “no fillers, no artificial flavors, no byproducts” to the packaging. These statements have always been true of Kayem hot dogs, but they decided to focus on the health and quality of the food, otherwise consumers would not know. Kayem also decided to stick with the blue packaging to differentiate themselves from the competition and added a pictured of a cooked hot dog to grab the consumer’s attention.
Kayem’s new packaging design proved to be effective. After 12 weeks (ending July 11, 2009), Kayem’s volume rose 7.3 percent and sales were up 15.7 percent, according to ACNielsen’s Grilling Index. The new packaging is proven effective, because it catches attention and people are recognizing the brand.
If you are like Sunrise Packaging, you have put a lot of work into search engine optimization (SEO) in order to further generate traffic to your Website. You have chosen keywords that make sense for your business and implanted them into your site. When a prospective customer goes to Google (or Yahoo! or any other search engine) and types in one of your keywords, you want your Website to pop up above your competitors’ sites.
What if that prospective customer spells your keyword wrong? Will your site still show up number one? Will it even show up at all? If you’re clever, you will.
Take a look at your keyword and brainstorm the common ways they can be misspelled. As an example, “disc” could be typed in as “disk” or “business” could be misspelled as “busness”.
Find the best misspellings and create a doorway or portal page on your host with these misspelled words redirecting any searches to that page to your main Web site. By researching misspelled words and submitting a portal page to search engines, you can alleviate the problems caused by misspelled keyword searches and can generate more traffic to your site.
Related to search engine misspellings is “typo squatting:” a form of cyber squatting, which relies on misspellings of Web addresses when they are typed into a Web browser. If an internet user intended to visit Sunrise Packaging’s Web site (sunpack.com) and instead typed in sunpak.com, they could be led to an alternative Website operated by a cyber squatter.
If someone already has one of your misspelled domain names, is not an actual business competitor and is clearly exploiting your brand you can send a cease and desist letter to attempt to stop the activity or you can attempt to purchase the domain name from the offender, which may have been the offender’s aim all along.
This exploitation of domain names can be avoided by purchasing common misspellings of your Web address and then rerouting users who type the misspelled Web addresses back to your actual site. Purchasing common misspellings of your Web address can be beneficial to you on another level. If potential customers are searching for your company by typing in your supposed domain name, they will be easily transferred to your site, increasing quality traffic.
Don’t fret over the possibility that your Web site is receiving less hits due to common spelling mistakes. Take advantage of those mistakes in a way that your competitors may not have thought of yet, and give yourself an edge in your market!
I came across an introduction to the Brand Packaging’s Packaging That Sells V show that is scheduled for October 2009. They say:
“Your packaging is critical to your brand. It’s the last three feet and last three seconds (and the ultimate measure of success) of your marketing program. But, these days, packaging has to do more than just “pop” at the shelf; it must communicate the story of your brand and become an essential part of consumers’ daily lives. Is your packaging powered to do all that?”
This is so very true and good packaging design can help you make your product, your brand, and your packaging an “essential part of consumers’ daily lives.”
Examples of custom, limited edition, water bottles by Evain designed for different audiences.
So you may ask, what’s the recipe for creating this type of packaging?
- Meaning: The first step in creating packaging that will communicate the story of your brand is to know what story you want to tell. People don’t want to simply purchase your brand they want to be apart of it and by knowing exactly what you want to communicate you can achieve this. Figure out your story and then try to make this visual through your packaging.
- Audience: Packaging is an interaction between the product, your brand, and the audience so to better communicate through your packaging you must know your audience. Knowing what they relate to, what issues affect them, and their lifestyle will allow you to create a packaging that centers on these things.
- Response: Once your brand has meaning, create a list of outcomes that your packaging could achieve. Think about your audience and what types of emotions, feelings, and reactions the product packing can evoke in your customers.
- Stay Informed: The last ingredient in the packaging recipe is to stay informed about your competition. This is a simple task that is often over looked. Staying on top of what the competitors are doing allows you to be innovative and stay ahead.
Put all these things together and your packaging will have a recipe for success.
So when the above quote asks you, “Is your packaging powered to do all that?” Your reply will be, “Yes it is!”
Looking for a step-by-step guide to help you improve your packaging? The following will help you to find the weaknesses in your packaging and improve them for more effective packaging and higher product sales.
1. Look at your current packaging. Don’t try to convince yourself of how it works. Ask yourself honestly how it can by improved. Does it accurately reflect the product? Is it best working to your product’s advantage? Does it make sense? Make sure the changes you make are beneficial to the product and keep your brand consistent.
2. Ask for an outsider’s opinion. Hand your product packaging over to someone who knows nothing about your product or packaging.
3. Look at the competition. If your product is sold in retail stores, go to the actual store and look at similar products.
Improving your packaging can increase customer loyalty and satisfaction. It can also boost sales. Using these tips to brainstorm about your packaging can lead to positive results for your product, brand and company.
We have talked many times about the significance of product packaging and design. Not only does it need to stick out and “pop” on the shelf, but there also needs to be brand recognition for your loyal customers. If consumers can’t easily find your product on the shelf, they will turn to another product, your competition.
An example of this was the Tropicana repackaging fiasco you may have heard of from earlier this year. Since Tropicana is such a large, well-known company, they depend on brand loyalty. THey are known for their fresh-squeezed juice, and this was displayed with their traditional packaging with the straw sticking out of the orange.
In January, they decided to change their packaging by going with a very simple design. They removed their trademark orange picture, went with lighter colors, and changed the font of their brand name. Many customers were not able to find the Tropicana juice they wanted in a hurry, or they thought the new design looked cheap and generic.
The numbers proved it. From Jan.1 to Feb 22, unit sales dropped 20 percent and dollar sales went down 19 percent, or roughly $33 million. Count that loss with the $35 million that they spent on the ad campaign for the new packaging, and one can see they made a costly mistake. Not only did Tropicana’s sales decrease, but their competitors, such as Minute Maid, Florida’s Natural, and Tree Ripe showed double-digit unit sales increase during that time. Ultimately, they had no choice but to return to the old packaging.
We can all learn from Tropicana’s mistake. First of all, packaging matters. Secondly, as a company with brand loyal customers, you cannot change the design to drastically, because brand recognition is vital.