Packaging News You Can Use

5 Things Every Business Needs To Know About Packaging

2009-09-14T12:03:00.001-07:00

5 Things Every Business Needs To Know About Packaging

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Its what you don

2009-08-27T11:41:00.001-07:00

Its what you don’t know about product packaging that can bite you in the butt!

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ExpertClick News Release: Packaging People To Follow On Twitter

2009-08-19T12:24:00.001-07:00

ExpertClick News Release: Packaging People To Follow On Twitter

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There Are Two Sides To Every Packaging Story

2009-06-17T13:25:00.000-07:00

I have been reading some packaging reviews of some new products being introduced this spring and summer. I’m always intrigued by the interesting perspectives from different audiences.

Case in point when Tropicana introduced their new orange juice packaging the creative crowd raved about the packaging: saying it was sleek sophisticated, modern and very aesthetically pleasing.

On the other hand the consumer hated it, couldn’t find what the wanted and wanted the trademark orange and candy cane straw back on the package.

Which is the true packaging story? Turns out after spending $35 million (yes, 35) Tropicana went back to the original packaging the one the consumers loved.

Now Ritz and Oreo are introducing new product packaging @ Target. I’m seeing the same fracturing of opinions. The creative set thinks the package design is clean, simple and evocative. Consumers ask what’s the purpose of the “retro” look? It looks too simple, unfinished and again confusing to the consumer.

Personally I think it looks amateurish like a package missing the rest of the elements.

But time will tell whether consumer like this new packaging by buying the products. In the case of Tropicana package redesign sales fell almost 20%.

So what’s the moral of this packaging story? Just because it looks cool contemporary or in vogue with the latest packaging trends such as going “retro” it doesn’t mean consumers will like it and continue to buy the product.

What Has Twitter Got To Do With Packaging?

2009-06-11T10:21:00.000-07:00

Some forward thinking companies are incorporating the use of Twitter ID's on their product. The story broke this week Pepsi has included a Twitter tag on the can of its newest line of bubbly drinks Pepsi Raw.

If you are not yet a Twitter aficionado, Twitter is the latest and fastest growing social media. Brands are capitalizing on its followers to create evangelists for their brands. Adding a Twitter tag line on product packaging is the method of connecting with their core customer for their opinions and suggestions. While Pepsi Raw is not yet available in the states other brands are considering this very option as the latest social marketing tool.

So how does this work and what is the purpose?
The Twitter ID on the product packaging allows consumers to send direct comments to the company in 140 characters or less what they think about the product. At the same time CPG companies are tweeting too are offering free sample coupons and the latest information. Its a win-win for both parties.

The beauty is: Its immediate, its easy and its accessible and people love it! What's better way to connect with your customers in "real" time that putting your Twitter ID on the product packaging?

Need to understand how incorporating Twitter on your product packaging can build your brand? I can help. I'm the number one packaging Twitter pro. Follow me @http://twitter.com/packagingdiva or visit http://packagingdiva.com

PackagingLaunch.com: Where Packages are Judged by the People Who Buy Them...

2009-06-05T06:18:00.000-07:00

Amazon, Wal-Mart and most recently YouTube are engaging the consumer in the online feedback process. Tropicana spent 35 million dollars creating a package that consumers hated because they didn't do the consumer interaction right the first time and learned a very expensive lesson.

PackagingLaunch.com allows you to capture the pulse of the public quickly, effectively and economically:

Avoiding costly packaging mistakes;

Packaging failures;

Packaging that doesn't sell products;

and retail packaging disasters.

How much are you spending to ensure your packaging works?Packaging consultants can charge $250 an hour;While the average packaging design costs $7,000 through to millions.

PackagingLaunch.com will do it for a fraction of what a typical packaging review or consultation costs with targeted expert commentary and review from experts in packaging design, branding, intellectual property, product development, labeling and manufacturing.

PackagingLaunch.com brings the consumer to YOU and lets you know what they really think before its too late.Make Packaginglaunch.com your 1st and only stop during your packaging development process to ensure your packaging is on target with the right message to the right consumer.

Take a tour and see some of the packages that are being launched now @ PackagingLaunch.com.

You can sign up to launch your package too for a fraction of just sending a single press release. @ http://www.packaginglaunch.com/?page_id=124

Understanding The Critical Role Of The "Brand" In Product Packaging

2009-04-17T11:44:00.000-07:00

IMPORTANT ANNOUNCEMENT:

How would you like 6 leading industry experts to evaluate and critique your packaging at no charge? Yes, you heard right!

I'm the Packaging Diva the "go to" person in packaging. I'm one of the most connected packaging people you will ever meet.
3,400 + follow my packaging tweets on Twitter @http://Twitter.com/packagingdiva
1,600 + follow me on LinkedIn @ http://linkedin.com/packagingdiva
and thousands read my newsletter Packaging News You Can Use.

I'm launching a new web site that's perfect for your product. I'm looking for great products to showcase in the initial launch. The premise is simple, you post your product JPEG and description including a link back to your site and I provide the network.

I need your new product packaging now for my new packaging blog launch and for an EXTREMELY limited time you can have an evaluation done at no charge for the premier launch. This offer is limited to the 1st 15 respondees only.

Please respond via email for more details.

Feature Article:
Understanding The Critical Role Of The "Brand" In Product Packaging
by JoAnn Hines Packaging Diva

What is a brand and why is it important?
A brand is a product, service, or concept that is publicly distinguished from other products, services, or concepts so that it can be easily communicated and usually marketed. Branding is today's hot button when it comes to marketing and advertising. We all want our "signature" brands to be 1st and foremost and easily recognized by our core consumer. The job is to create products with instant brand recognition but very difficult to do in today's over saturated media environment.

But as traditional media declines other opportunities arise through the right packaging with the right message. What does branding mean to product packaging? The package is the first touch point of the consumer at retail. This is when you can "reach out" to your customer though creative product packaging.

There are many products out there who's package is their brand. The most common packaging brands that we all recognize include the iconic Legg's pantyhose egg, the Tiffany signature blue box and Coca-Cola's hourglass bottle. In other cases it’s the orange/gold of Kodak packaging or the kelly green of their competitor Fuji Film. Other examples might include the shape of Mrs. Butterworth’s syrup bottle or the once well known TV dinner with its individual compartments. In these cases the package immediately identifies the product within and the company that owns it, hence the branding.

Building a packaging brand seems simple at the outset. The only problem is you have to understand what the consumer wants and expects in their product packaging. That consumer is on the move too. They are time crunched, overworked and overwhelmed with information and even worse you have only 2.6 seconds to convince them to pick up your product for a closer look. So how can you "connect your message with the consumer?

The package has an immense role to play. Besides transporting, protecting and keeping your product secure consider what other things the package is doing simultaneously: educating about what's inside or how to use the product, helping the consumer to make an informed purchasing decision, making it convenient and easier for the customer to use, providing a sense product integrity and trust in your brand. Heard enough? Can your package meet these criteria?

It's the emotional connection that's build today's brands. How you make that connection is what separates successful brands from those that fail to make the grade. The package needs to "engage" the consumer by clearly stating value, benefits and reasons why a consumer should make the purchase. How will purchasing the product makes someone's life easier? How easy or convenient is it to use? How does it mesh with the consumer’s lifestyle? And most importantly, what's in it for the consumer once they make the purchase?

So what constitutes compelling packaging brand? How "connected" are you to your consumer? Here are a few emotional descriptors that your packaging must convey. Does your packaging Engage, Evoke, and Engross the consumer?

Let’s look first at ENGAGE: to attract and hold by influence or power. Can you say that about your product packaging? Or is your product packaging just the opposite? Boring!Think about what you can do to improve the odds that your package will capture a consumer: Colors, features, shapes, value/benefits or social conscious are all ways to "reach out" with your package.

EVOKE: To call forth or call up as in evoking memories. What about your package will makes the consumer recall a successful or enjoyable product experience? How can you make them remember that they were satisfied in buying your product? In case they haven't purchased before, what is going to "connect" them to your product with your package? What is so special about your packaging that they need to take a closer look?

ENGROSS: To engage the whole attention of (and that's the key point). You have to get their attention to pick up our product before they can even consider buying it. Use features that will capture their interest in seconds because that's all the time you are going to get before they move on.

Another "feeling" word that conveys a strong and compelling brand is TRUST. You must create a place where people look for information and feel more secure doing so. It's important to understand the strength behind your brand and why people turn to it for a sense of security and information. So what about your product packaging conveys the experience that consumers can trust your brand? Regardless of the reason a consumer may be in the store or looking at your product, introduce them to a "lifestyle" experience . . . trust, security, necessity or even peace of mind. Your package presence needs to call out "Buy Me" because I provide the experience of all of the above emotions.

Product package branding is a powerful influence on everyone. It’s important to understand the strength behind the brand and why people turn to it for a sense of happiness, satisfaction, security and information. The best of all brands cross gender, ethnicity and age demographics.

If you have to pick one, the best single word emotional response you can give to the package brand is "ENGAGE." People are connected to the brand at all levels. That is a great position to be allied with. So that's what you need to do with your product packaging. You have the brand statement behind you now you need to "ENGAGE" the consumer.

When you capture the power of the package, people will integrate your product into their everyday life. They will not just turn to it as a convenience but as a necessity for comfortable living. So create your own story through powerful product packaging. Whatever your category, you should strive to engage, evoke, and engross the consumer to build your brand through product packaging. You must understand and incorporate all these factors to create a successful packaging brand.

I'm JoAnn Hines The Packaging Diva. I'm tapped in to the latest packaging news. I can help you assess why or not you should consider changing your product packaging. At the very least I can tell you what your competition is doing.If you are just chumming the "packaging" waters then be sure and visit and one of my web sites for lots of information and advice or to get your free packaging report "Why Packaging Fails".

Considering that the cost of designing an average retail package is $7,000, what's a few dollars to get it right the first time (or risk spending thousands more to fix it later)! It pays to do your homework!So if you are seeking packaging expertise, consultation, assistance, design or RFP’s, or just plain help, I can assist you with your ideas, goals, questions, issues and challenges. I promise I *will* find your packaging solution!

Visit http://packagingdiva.com/ your one stop packaging solution site. Or give me a buzz at 678-594-6872.

Got Mother's Day Packaging?

2009-04-03T11:31:00.000-07:00

If you have created a special product with packaging for Mother's Day I would like to review it for a special edition of my packaging blog. It needs to be special not just something with pink or red on it please.

If you would like to participate please contact me through http://packagingdiva.com for instructions and shipping details.

If you don't have a package that fits at this time I'll have another opportunity for you to showcase your packaging shortly.

Happy Packaging!
JoAnn HinesPackaging Diva
Packaging For People And Products
Personal Web site: http://packagingdiva.com/

Key Elements For Great Packaging Makeovers

2009-03-27T07:01:00.000-07:00

Take an honest look at your product packaging. Is it working to your product's best advantage? Are there changes that you have put off making due to lack of time or money? It's time to implement a plan to review one product at a time or a family of products if they are interrelated. An important factor to consider when making any changes is the continuity of the brand. Don't change for change's sake. That only serves to alienate the customer. Keep in mind that old established brands need refreshing too.

Let's face it consumers are a fickle bunch. It doesn't take much to turn them off. In fact, you only have 2.6 seconds to turn them on. That is how long you have to persuade them to buy your product and the only way to do that is through compelling packaging. Make some easy improvements this year to increase your sales. Remember, your package is your number one salesperson and once you have lost the opportunity you may never get it back.

So what can your product packaging do? How will it answer a consumer desire, want or need? If the package is integral to your product then you better start thinking of how you will answer that question.

Here is a start to get those creative juices flowing.
• What can your package do that isn’t being done currently?
• Can you make it easier to use?
• Can you dispense the product in a different manner?
• Can you extend the life expectancy of a particular product?
• Can you offer it in different sizes or shapes than the current market?
• Can you use less packaging materials or environmentally responsible ones?
• Can you make it easier to store or handle?
• Can you make it easier to read or understand what is inside

Even more revolutionary, can your product tells the consumer when the product is spoiled, bad or has been tampered with? Yes, that technology is out there. Look for it to be the coming wave of new package innovation. Any package innovation that provides product security, integrity and ensures the product is uncontaminated is a winner. It is imperative that it fulfills a consumer need for product trust. All of these above are consumer wants, desires, issues or needs. How can you provide them the product packaging that works in satisfying these (in many cases) unmet needs?

People shop by rote and look for what they have purchased in the past. If they can't find it they move on. This is especially important with the proliferation of brands. Don't confuse your core customer either for once they make the switch to an alternative product they may never come back.

When creating a packaging makeover think about the expectations of your consumer using the above list. Before you do a major packaging change the wrong way be sure first that your consumer is connected to the new packaging by marrying the right message to the right consumer.

1 packaging mistake cost Tropicana millions. Could this happen 2 your packaging?
To learn more about what happened click on this link @http://tinyurl.com/ancw7e
I just wanted to explain what could happen if you don't understand your target consumer and send them the right message on your product packaging.

That's what happened to Tropicana they redesign their orange juice packaging and their customers hated it. Many millions of dollars later they returned back to the original product packaging.

So what does this mean to you? If your core message on your product packaging doesn't resonate with your consumer they might not buy at all. You know that I'm one of the foremost consumer product packaging experts and I want to ensure you don't make the same mistake. I've created a packaging "review" program tailored just for you if you have new product packaging or have just completed a packaging makeover or are introducing a new product.

Its very simple, you provide me either with art work or physical packaging samples along with a description of your target consumer and I'll send you a written report explaining why your packaging is or is not connecting with them.

The packaging evaluation consists of several things.
First I will tell you the overall impression of your product packaging.
Second I will cover how connected you message is to your core consumer.
Third I will comment on general areas of improvement or change.
Lastly I will cover any packaging trends that might impact your product packaging.

The way it works:You send me samples or electronic files along with a description of your target audience and packaging strategy. If I have questions I will email them for clarification. I will provide you with a two page emailed report when the evaluation is completed.
You will also get a 20 minute consult with me to cover any remaining issues and any questions you might have.

Evaluations are paid for in advance via my secure storefront on a first come first serve basis and generally are completed within one week of receiving the information. What's the cost to you? $500 well spent to keep you from making a costly packaging mistake. The average packaging development cost is $7,000 so this is money invested in advance of packaging problems.

Here Are Recent Packaging Diva's Projects:
Antiseptic and Cleansing Products
Auto Accessories
Bottled Water and Beverages
Chocolate Candy
Crafts and Hobbies
Cosmetic and Toiletries
Food Products
Hardware Products
Health and Beauty Products
Household Goods
Leisure Activities Products
Lawn and Garden Accessories
Metal and Decorative Tins
NASCAR Products
Orthopedic and Ergonomic Products
Outdoor Sports and ActivitiesPackaging
Patents
Pet Products
Pumping and Dispensing Projects
Small Appliances
Snack Crackers
Shower Accessories
Tea
Travel Accessories

I'm scheduling April reviews now so if this is of interest email me your contact details please and I'll give you a call to discuss or you may call me at 678-594-6872.

Don't be like Tropicana and have an epic packaging fail that could cost you some serious bucks (way more than $500. So don't wait till its too late. Schedule your packaging review now.

Happy Packaging!
JoAnn Hines
Packaging Diva
All Packaging For People And Products

When Packaging Makeovers Go Wrong

2009-02-06T07:47:00.000-08:00

Packaging News You Can Use
by JoAnn Hines Packaging Diva
Tip Of The Week Issue #1313 - February 6, 2009
http://packagingdiva.com/
http://packaginguniversity.com/
http://packagingyourself.com/

PACKAGING DIVA OPPORTUNITY OF THE WEEK:

The Small Quantity Packaging Directory is now ready and best of all there is no charge for it.I am happy to provide you with the first edition of the Small Quantity Packaging Directory. We have verified that all these companies are currently in business. If you know of a resource that's not listed please let us know for the next edition.

You may order directly from http://packagingdiva.com/Since I am providing this directory as a complimentary resource would you please take a moment and tell me how valuable this is to your business or what else you would like to see included.Also please feel free to recommend the directory to your associates.

PACKAGING DIVA FEATURE ARTICLE:

When Packaging Makeovers Go Wrong by JoAnn Hines Packaging Diva

Recently Tropicana made major change in its orange juice packaging. Several article were written about the successful rebranding of the packaging from a design standpoint. I'm sure they put a lot of thought and research into the new packaging but the question is what were they thinking? Consumers hate it.

My question is did they ever connect with their core customer before making the packaging design changes? Several companies are now using the power of the Internet to reach out to consumer to help them make the packaging decision by asking for feedback. Both Nestle and Eight O'Clock coffee are reaching out with the specific intent of engaging consumers online in the process.

The New York Times covered Tropicana's new packaging change and that got quite a bit of the feedback from their readers. Most readers were quite critical of the product packaging and the consensus was that the packaging was to a generic for a premium price.

Twitter users also came to the same conclusion. There were numerous discussions about the Tropicana new product packaging on Twitter (not sure why Kellogg's isn't there monitoring the Twitter discussions and weighing in). Most tweets complained that they could not find their trusted brand on the store shelves. Everyone with few exceptions felt the packaging was to generic and looked low end not upscale which is the message that Tropicana is trying to convey. Quite a few recommended replacing the straw (which might be a dated look but consumers like it )and that the orange be added back to the packaging.

Given that the outcome of this packaging makeover the question arises when should a brand make over their product packaging? How and what will consumer products companies do to keep from alienating their core customer. With the growth of private labels, branded goods are suffering. Was it Tropicana's intent to look more like a private label or a generic brand?

I didn't speak with them directly but in the New York Times article Tropicana expressed the fact that they were branded with the 100% orange to represent fresh oranges and no added sugar. I'm not sure how relevant this is to changing their brand but in doing so they may have alienated their core customer.

People shop by rote and look for what they have purchased in the past. If they can't find it they move on. This is especially important with the proliferation of brands. Don't confuse your core customer for once they make the switch to an alternative product they may never come back.

When considering a packaging makeover think about the expectations of your consumer. Changing a package esthetically might appeal to the "creatives" but what will it do to your brand? So before you do a major packaging makeover the wrong way be sure 1st that your consumer is connected to the new packaging image and message.

Need help with your packaging blog or to even understand social networking? I'm JoAnn Hines the "Packaging Diva" and I'm known as the "go to" person in packaging. I have built my brand over the years. If you GOOGLE JoAnn Hines or Packaging Diva you will see what I mean. People like what I have to say too and I have a huge number of followers waiting for my next piece of advice. I can teach you too how to connect with your core audience through blogging the right message. So give me a call or even better email me for help.

Want to connect with me on a more personal level?
2,200 follow my packaging twitter feed at http://twitter.com/PackagingDiva
On LinkedIn I have 1,500 packaging colleagues and answer lots of packaging questions @ http://linkedin.com/packagingdiva

Packaging Blog Basics

2009-01-26T11:58:00.000-08:00

Even though packaging is the third largest industry in the US is always been behind the scenes and not in the forefront of the media. The media and consumers are finally paying attention so the time for a successful packaging blog is now.

Because of renewed interest a lot of companies are creating packaging blogs. Every day new blogs surface. The way it works for most companies someone is assigned the task to blog about packaging without a serious understanding what blogging is all about.

I've been studying the packaging blogosphere for quite some time and there are really some superlative examples out there, especially in the realm of packaging design and packaging sustainability. I've created what I consider the most extensive list of packaging blogs at my own blog http://packaginguniversity.com/blog. Before you get all huffy because you are not on my packaging blogroll list I'll explain why.

The majority of packaging blogs are BORING! They simply don't have a clue about how to blog or what to blog about. They are either collections of current news archives, directories of other packaging web sites or in the worst case scenario self serving sales promotions for the company. Who cares? Seriously people, provide some meaningful information. I'm not going to follow you (nor will any one else) if all you do is pitch product or showcase uninteresting product descriptions.

There is a whole world of exciting information on packaging available. That's the whole secret behind successful blogging: compelling content, information or insights. I don't want to see a bunch of pages telling me what you are selling, I already know that. I want you to tell me how I can do my job better as a packaging professional, fix my packaging woes, be more cost effective or stay in tune with the latest packaging trends.

Just as an example what's driving packaging innovation, what are the latest packaging trends, what legislation might impact my product packaging? Tell me what you know, help me find some answers. At the very least let me come away with some insights I did not know that will help me be more successful.

Prove to me that packaging is as interesting to the world as it is to you and your company. Learn these packaging blog basics and you will have a winning packaging blog that people will want follow.

Happy Packaging!
JoAnn Hines

Packaging Diva
Packaging for people and products
Personal Website: http://packagingdiva.com/
Corporate Website: http://packaginguniversity.com/
Packaging Yourself: http://packagingyourself.com/

Packaging That Keeps On Giving

2008-12-19T10:02:00.000-08:00

Packaging News You Can Use
by JoAnn Hines Packaging Diva
Tip Of The Week Issue #1311 - December 19, 2008
http://packagingdiva.com/
http://packaginguniversity.com/
http://packagingyourself.com/

PACKAGING DIVA OPPORTUNITY OF THE WEEK:

Companies requesting small quantity packaging want to do business with you.
Packaging small quantities is the number one problem of small business when creating new products. JoAnn gets hundreds of requests a week for help. Now she has created just the resource for businesses seeking small quantity packaging and suppliers.

The Small Quantity Packaging Supplier Directory – has rapidly become one of her most sought after products. It’s complimentary for anyone that requests it and we get dozens of requests a week. Some recent queries have come from companies we know you want to do business with. Now you have an affordable opportunity to be showcased as a featured supplier and stand out from all the other vendors.

For a nominal charge of $100, your company will be listed in the directory with a premium enhanced listing where it will be seen first by those seeking small quantity packaging. You also get an expanded listing of your products not just a few words that come with the free listing.
This is a limited time offer @ $100. When the new Entrepreneur Academy goes live after the first of year the fee for premium listings will increase to $200 so sign up now to take advantage of this special discount.

Don't miss out for increased visibility of your products to a targeted group of companies that want to buy from you.If you want to be in the forefront of the thousands of people that come to the Packaging Diva for help, advice and expertise get your listing now at http://packaginguniversity.com/pkgustorefront.htm#adverts

PACKAGING DIVA FEATURE ARTICLE:

Packaging That Keeps On Giving: by JoAnn Hines Packaging Diva

This is the time of the year when the media is all a frenzy about consumer product packaging. Whether its "wrap rage" over hard to open packaging, too much packaging, or just packaging and general is everybody has something bad to say about product packaging. Most of the time people just complain and never consider solutions but a few companies are coming up with feasible product packaging programs.

It's common knowledge that the green movement is getting considerable traction. There have been a host of eco friendly product packaging claims and innovations. Companies are seriously looking for ways to resolve the consumers of dissatisfaction over excess or too much product packaging. Although many companies are trying to come up with eco friendly packaging alternatives the answer may not be just to have a "greener" package but to reconfigure the packaging purpose altogether.

The key is to think about packaging differently. It's not going away as so many people would like to suggest. Packaging has a job to do and considering how few problems we have with products, packaging IS performing as intended. So what other options are there?

Several businesses have begun reusing discarded packaging and turning it into other products. The most notable being Terracycle that has several partnerships with major CPG companies. They take back your old packaging and you even get paid for it like they do with bottle surcharges. From the used packaging they create a whole host of new products and the consumer is happy.

New terms have surfaced packaging that is "precycled" that it be "repurposed" for secondary use. Good examples with be glass containers that have a secondary life, aluminum tins that can be used for other purposes or any package that can be reused in a different method from its primary purpose. This concept has been around for a while, its just that many companies are getting more creative about it.

In addition there are other things to think about, ways that packaging can give back to its users by or donating proceeds to other needy causes. The latest rage is celebrities using product packaging to support their special causes. We've all seen the use of the pink breast cancer ribbon on product packaging but other causes are coming to the fore. You will see statements such as X percentage of proceeds are given back to X charity or a % of profits will be donated to a specific cause. Not sure who monitors that this really happens but the sentiment is good anyway.

Lastly products like the Cargo lipstick packaging that gives back as another product entirely. When you plant the package embedded with seeds it turns into flowers.

However you package your products think creatively about the packaging. Can it see another life as something else or is it just something going into the trash. As brands struggle for differentiation one way might be to create packaging that keeps on giving long after the product is gone.

Want to connect with me on a more personal level?

1,600 follow my packaging twitter feed at http://twitter.com/PackagingDiva
On LinkedIn I have 1,400 packaging colleagues and answer lots of packaging questions @ http://linkedin.com/packagingdiva

When Packaging Is In The News, Capitalize On It

2008-12-12T12:24:00.000-08:00

Packaging News You Can Use
by JoAnn Hines Packaging Diva
Tip Of The Week Issue #1310 - December 12, 2008
http://packagingdiva.com/
http://packaginguniversity.com/
http://packagingyourself.com/

PACKAGING DIVA OPPORTUNITY OF THE WEEK:
I am happy to offer the first edition of the Small Quantity Packaging Directory. Join the hundreds of people who have downloaded the Small Quantity Packaging Directory.
We have verified that all these companies are currently in business and added many new listings. You may get the SQD directly from http://packagingdiva.com/

I'm getting so many calls about advertising that I have created an opportunity for a prioritized enhanced listing. For a nominal charge of $100, your company will be listed in the directory as a premium listing where it will be seen first by those seeking small quantity suppliers. Regular listings are free and we are happy to include you, but if you want to stand out, I’d recommend upgrading. Just email me for more details.

PACKAGING DIVA FEATURE ARTICLE:

When Packaging Is In The News, Capitalize On It.

This is the time of year when the media is all a frenzy about packaging. You hear the same bad news over and over. Most of the year they just ignore packaging or really don't care what's going on with the third largest industry in the US ( packaging). This time of year however, packaging IS the news so what are you doing to capitalize on it to expand your brand and your business?

Here are a few things to think about words that always garner media attention: Wrap rage, Oyster Awards frustration free packaging, excess packaging, over packaging, packaging shrink.... you get my drift. The media is already out there sniffing out the latest in negative news about packaging and the companies that make it. If you get picked up by the media on any these prior points its liable to not be the type of publicity you are seeking although AMAZON has successfully rebounded from negative publicity about excess packaging to its latest frustration free packaging campaign.

But what about the other side of the coin what positive spin can you put on a negative story. Everyone hates clamshells and not just at the holidays either. Got clamshells that open easily or don't injury the recipient when they try to open them. Clamshells are the bane of the packaging world or so they would have you think. I can't believe how may injured by plastic packaging stories I see this time of year. Or the inevitable wrap rage stores on plastic packaging they just can't get opened. The media would love to hear about a clamshell that works since this is a universal packaging problem that has not yet been solved successfully.

And what about "packaging shrink"? I've seen at least a dozen articles crucifying the companies that dare take this approach. As CPG companies reduce the size of products and keep the prices the same are you offering more product at the same price? Or have you figured out a way to provide more bang for the buck? That's news especially as consumers have become more conscious about reading the packaging and understanding what they are buying.

The economic slowdown is a hot button too. Mention the word recession with a packaging solution and your news is sure to be picked up. Can your product packaging provide some tangible recession proof strategies like repurposed packaging or packaging that keeps on giving long after the product is gone?

Have you launched a new private labeled product that provides sincere value and that competes with a major band? Private labeling is hot. Consumers are on the hunt for better products at lower prices and the media love to point the way with comparison shopping angles.

Most of the time the medium ignores packaging unless of course its to put them down or point out the problems. When the media is on the hunt for interesting packaging stories be sure you have your product packaging targeted to share the right message. There is no better time than now to capitalize on the news.

Want to connect with me on a more personal level?

1,600 follow my packaging twitter feed at http://twitter.com/PackagingDiva
On LinkedIn I have 1,400 packaging colleagues and answer lots of packaging questions @ http://linkedin.com/packagingdiva

Can You Profit From Pink Product Packaging?

2008-10-17T09:13:00.000-07:00

Packaging News You Can Use
Tip Of The Week Issue #1309 - October 17, 2008
http://packagingdiva.com/
http://packaginguniversity.com/
http://packagingbootcamp.com/
http://packagingcoach.com/
http://packagingyourself.com/
http://doityourselfpackaging.com/
http://packagingyourinvention.com/

FROM THE DESK OF THE DIVA:
Want to connect with me on a more personal level?
1,000+ people follow me at http://twitter.com/PackagingDiva
Or 1300 + follow me on LinkedIn @ http://linkedin.com/packagingdiva
20,000+ read Packaging News You Can Use and my columns are syndicated around the globe.

PACKAGING DIVA OPPORTUNITY OF THE WEEK:

The Small Quantity Packaging Directory is now ready.

I am happy to provide you with the first edition of the Small Quantity Packaging Directory. We have verified that all these companies are currently in business.

If you know of a resource that's not listed please let us know for the next edition.

You may order directly from http://packagingdiva.com/

Since I am providing this directory as a free resource would you please take a moment and tell me how valuable this is to your business or what else you would like to see included.

Also please feel free to tweet about it you recommend the directory to your associates.

FEATURE ARTICLE:

Can You Profit From Pink Product Packaging? by JoAnn Hines Packaging Diva

I just took a stroll down the aisles at my local warehouse club BJs' this week and was amazed by the number of pink packages I saw. Definitely a considerable increase over the number of pink products in recent years. And a whole new range of products too, not just those associated with women.

I know that October is National Breast Cancer Awareness month but I found myself wondering do these marketing campaigns really work? Packaging a product for a cause or "cause marketing" has been used by CPG companies for a while. As brand marketers struggle for line extensions and market share its logical too look at "cause marketing" for additional opportunities.

Personally I look good in pink so I'm naturally attracted to any product in that color especially if its clothes for an adult woman (me). We all recognize the pink ribbon that has become the standard associated with Race For The Cure. Right now breast cancer is the most popular female issue used in "cause" marketing and consequently product packaging. It is closely identified with M2W, the 80+% purchaser and decision maker of all consumer goods categories, so naturally companies think pink products is a no-brainer for female audiences. But does pink packaging really work?

Yoplait started one of the first pink ribbon campaigns with the purchasing and retuning the yogurt lids with the pink ribbon on it. I'm sure its working for them because the campaign has lasted several years (of course spending major advertising dollars has helped too). One reason its been so successful is because of its simplicity. It appeals to the right target demographic, Its a popular product and its a simple consumer commitment to wash off a few lids and mail them in an envelope.

But what if you have an ordinary product? Can you capitalize of pink product packaging in the month of October? Let's step back for a minute and ask are you packaging pink because you think its a gimmick for more sales? What does supporting breast cancer research mean to you and your brand? Is their a way to incorporate and align your branding statement with breast cancer?

The connection has to make sense if you expect your consumer to make the "connection." Are you spelling out in clear and simple terms how the campaign works? Are you asking your consumer to do too much to make it happen? Lastly are you making it understood how much you will be donating to the cause if someone purchases your product?

With the economic slow down people are really scrutinizing what they are buying so it better be clear that you are offering value for their purchase. If supporting a cause is factored into the purchasing equation so much the better. Consumers may be tempted to purchase your product as a less expensive way to make a charitable donation too in lieu of writing a check to their favorite charity. So make it clear how your incentive works to benefit them.

Whether consumers are induced to make a purchase of your pink packaged product to support a cause, packaging for cause marketing is here to stay. The question is can you make it profitable for your company to support this endeavor. Will your customer, the ultimate decision maker, look at your company in a favorable light or be turned off because they think you are out there to make a quick buck just because it’s a popular initiative at the moment? So think pink packaging or not, be sure and understand how to utilize pink product packaging and why pink product packaging might be a profitable move to impact your bottom line.

I'm JoAnn Hines The Packaging Diva. I'm tapped in to the latest packaging news. I can help you assess why or not you should consider changing your product packaging. At the very least I can tell you what your competition is doing.

If you are just chumming the "packaging" waters then be sure and visit and one of my web sites for lots of information and advice or to get your free packaging report "Why Packaging Fails".
Considering that the cost of designing an average retail package is $7,000, what's a few dollars to get it right the first time (or risk spending thousands more to fix it later)! It pays to do your homework!

So if you are seeking packaging expertise, consultation, assistance, design or RFPs, or just plain help, I can assist you with your ideas, goals, questions, issues and challenges. I promise I *will* find your packaging solution!

Visit http://packagingdiva.com/ your one stop packaging solution site. Or give me a buzz at 678-594-6872.

Happy Packaging!

JoAnn Hines
Packaging Diva
All Packaging All Of The Time
678-594-6872

I package people, products and services. Get started in the right direction by visiting any one of my web sites for free advice, articles or just plain help. You can ask a question to a packaging expert too, list your packaging request, subscribe to my complimentary newsletter Packaging News You Can Use or just visit my web site to ask me your packaging question. I *will* find your perfect packaging solution!

http://packagingdiva.com/
http://packaginguniversity.com/
http://packagingbootcamp.com/
http://packagingcoach.com/
http://packagingyourself.com/
http://doityourselfpackaging.com/
http://packagingyourinvention.com/

The Incredible Shrinking Package

2008-10-09T12:06:00.000-07:00

Packaging News You Can Use by JoAnn Hines Packaging Diva
Tip Of The Week
Issue #1308 - October 10, 2008
http://packagingdiva.com/
http://packaginguniversity.com/
http://packagingbootcamp.com/
http://packagingcoach.com/
http://packagingyourself.com/
http://doityourselfpackaging.com/
http://packagingyourinvention.com/

FROM THE DESK OF THE DIVA:

Want to connect with me on a more personal level?
800 + people follow me at http://twitter.com/PackagingDiva
Or 1300 + follow me on LinkedIn @ http://linkedin.com/packagingdiva20,000+ read Packaging News You Can Use and my columns are syndicated around the globe.

PACKAGING DIVA OPPORTUNITY OF THE WEEK:

Need more visibility for your products or you business?
Read what my friend Margie has to offer.

QUICK, EASY AND CHEAP PRODUCT PUBLICITY

I know you’re all looking to save money, but you still need to make sure your products get sold during the all-important fourth quarter. And publicity can make your sales skyrocket.

Top publicist Margie Zable Fisher has put together her newest, easiest, most foolproof publicity program yet. It includes fill-in-the-blank pitches and media contacts that are looking for your pitches this month. For October, Margie has included pitches and media contacts for Oprah’s Favorite Things (deadline for product submissions is October 15), USA Today, the Associated Press, and more.

Plus, you get a great, f*ree report on how to make your product irresistible to the media, just by visiting the page.

You can learn more here: http://www.profcs.com/app/?Clk=2630875

FEATURE ARTICLE:

The Incredible Shrinking Package by JoAnn Hines Packaging Diva

Has anyone noticed this lately? Your favorite brands are getting smaller yet the pricing remains the same.
Consumers are really starting to pay attention to "product shrink." I first noticed it in my yogurt cup but thought oh well its less calories any way but lately I'm seeing a lot of different products shrinking yet the prices remain the same and in some cases shrinking product contents combined with increasing prices.

This isn't the first time this has happened. If any of you have old cookbooks you will notice that the recommend amount of some of the products has changed. Especially when you are baking and you need one and a piece of something to complete the recipe. A cup of something is still however a cup so standard weights and measurements still apply.

We saw the shrinking of the detergent bottle (Ultra detergents) a while back along with the supposed claim of saving the environment with less packaging. The detergent is concentrated requiring less packaging material to make the bottle and less cost to ship it too. The real truth is however that it was a win for CPG companies and the packaging manufacturers not the consumer. You are actually paying more per wash with the new detergents rather than less. It looks good for the environmental packaging spin too.

But enough sour grapes on something that has become common place, packages are now shrinking to keep up with the cost of inflation. The price of raw materials is skyrocketing and companies are looking for ways to offset the increasing costs. One of the simplest ways is to reduce the amount of product inside while keeping the price the same hoping that consumers won't notice.

Sorry, but we now have an educated customer that's reading labels and taking notes. Not only are the reading them but they are comparing like products. Branded merchandise was already loosing ground to private label products, now even more so with the down turn in the economy. If your product shrinks and the consumer isn't happy they WILL look for alternative especially if they are less expensive.

There are however other cost saving options as it relates to packaging. Some companies are doing what's called "light-weighting". That is reducing the amount of packaging material that's used. I'm sure you seen how the thickness of your water bottles has decreased or how you can now squeeze your beer or soda can with one hand. That's because the manufacturers have figured out a way to take out packaging material while still keeping the structural integrity of the package. Packaging technology has new and improved materials that makes this possible. Its important to note however, that there is a fine line between reducing material costs and the failure of the package. If it doesn't get to the consumer in good condition then its a disaster.

Another way of reducing packaging costs is to re-configure the package to be more cost effective. That is to design a product in such a manner that it takes up less space on the store shelf or maximizes palletization and shipping or transportation by being a better shipping unit. A good example is the square milk bottle introduce by Wal-Mart where not only can the get more on the shelf a square bottle vs a round bottle but it also is more cost efficient shipping. This bottle redesign is a win for Wal-Mart considering the vast amount of money saved in making this change. A note of caution when contemplating a radical redesign of a common place item the jury is till out on consumer acceptance of the square milk bottle. Ever tried to pour one?

Considering consumer awareness of the incredible shrinking package a smart marketing person would be looking for ways to provide more value not less. Redesign, light-weighting or just simply keeping the product amount the same are all options in winning the hearts and minds in today's consumer brand loyalty isn't what it used to be and once they are gone they might never come back.

Keeping updated on the latest packaging issues and trends is easy. That's what I do keep abreast of packaging trends technology and innovation so you don't have too. Its all in my weekly newsletter Packaging News You Can Use. You may get a complimentary subscription to Packaging News You Can Use at PackagingDiva.com

How To Recession Proof Your Packaging

2008-09-19T08:47:00.000-07:00

Packaging News You Can Use
by JoAnn Hines Packaging Diva
Tip Of The Week
Issue #1307 - September 19, 2008
http://packagingdiva.com/
http://packaginguniversity.com/
http://packagingbootcamp.com/
http://packagingcoach.com/
http://doityourselfpackaging.com/
http://packagingyourinvention.com/

FROM THE DESK OF THE DIVA:

Want to connect with me on a more personal level?
600 + people follow me at http://twitter.com/PackagingDiva
Or 1200 + follow me on LinkedIn @ http://linkedin.com/packagingdiva
20,000+ read Packaging News You Can Use and my columns are syndicated around the globe.

PACKAGING AND MARKETING EVENT:

Join JoAnn Hines Packaging Diva @ Avery Dennison;'s Second Annual Behind The Label Conference October 14th

To Register please contact Laura Clark at 440-534-4919 or Laura.Clark@averydennison.com

Keynote Address: State Of The Packaging Industry: Mega Packaging Trends And Insights

Information overload. We see over 3,000 advertising messages a day. It takes about 2.6 seconds to make a purchasing decision at retail. So why would anyone buy your product over the competition?

That's where the unique role of packaging comes into play. Packaging is a complex equation. It IS the sales person. It IS your brand. It IS your company and if you haven't given it the consideration it deserves it will fail or most certainly not live up to its expectations.

So join us and the Packaging Diva as she explores successful product packaging and branding including case histories and examples of what works and what doesn't in the realm of successful product packaging.

During this workshop she will enlighten you as to how to "connect" your product to your consumer though the right packaging with the right message.

If you work in any of the following departments you NEED to attend this special session.
Market Research
Consumer Insights
Category Management
Consumer Planning
Package Design/Development
Packaging Graphics
Packaging Engineers
Brand/Product Management
Marketing
Creative Services
Industrial/Structural Packaging Engineers
Creative/Art Direction
Global Branding/Design
Retailers
Packaging Suppliers
New Business Development

PACKAGING 101:

Tired of searching the web for packaging information? Me too! That's why I pulled all my packaging resources and packaging expertise together in one place. It took me thousands of hours to compile just the information you need to get started packaging your product. In the case of you packaging pros this is a great refresher course. Simply put The Do It Yourself Packaging Workbook is a packaging guide you can't be without.

So all you entrepreneurs, inventors, small businesses, WHAM's and packaging professionals take a peek at http://doityourselfpackaging.com/or you may ask for a copy of the Table Of Contents. If you are still not sure think about what you will save in your time and effort to find out how to package your products all for a nominal price.

It's at least worth a look.

FEATURE COMMENTARY:

How To Recession Proof Your Packaging by JoAnn Hines Packaging Diva

The news says everyone is worried about the economy and consumers are spending less. Is this causing your product sales to decline? Typically consumers cut back spending during hard economic times. So how can you counteract product doldrums when the economy is in a recession or a slowdown?

The first thing to understand is that consumer still "buy" things. For example 70% of all packaging is food related and people still have to eat. They just buy in different ways. They may cut out fast food or restaurant purchases in favor of home prepared meals. But they still want to purchase the same conditions. In the case of fast food easy to prepare, reheat or ready to eat. Wal-Mart's fresh take home pizza is a good example of fulfilling a need. In my case in place of a restaurant trip its rotisserie chicken that is ready to go with dozens of applications for meal prep. But I still want convenience too and limited meal prep.

To understand how to recession proof your packaging you need to learn to recognize what buying signals will motivate your customer to purchase your products. They still want to spend money they just want to do it cost effectively and to reap some value for their purchases. Or they just may want to treat themselves to something special as a way of feeling better.

Here are a few ways you can influence the consumer purchasing decision though product packaging.

Even though overall purchasing might be down people are still willing to experiment. As a good example they might cancel a planned vacation. Can you products be used to simulate a "vacation" at home? Products could be oriented toward having a lifestyle experience without ever leaving home. You could package that experience as an alternative to a vacation. Words like have a luxurious spa experience in your own home or vacation at home with our X. It's all in how you connect the experience with the desired outcome on your product packaging.

Despite the economy luxury product sales are increasing too. People are willing to spend money to treat themselves or to make a personal statement. What do you package that can be considered luxurious and a special treat for someone? Is your product packaging glitzy and unique? A good example is the number of companies incorporating Swavorksi crystals into their product packaging or using ultra sophisticated, elegant glass bottles instead of plastic. Other products include people purchasing something unique, different and expensive to make their own branding statement. In this case price is not an object its the "feeling good" outcome that counts.

On the other side of the coin is the switch from branded products to private label usually with considerable cost savings. Almost every retailer now has its own private label line of products. Can you private label your product for an untapped market opportunity? Literally anything can be private labeled. It's one of the fastest growing market sectors. As consumers look for ways of saving money they are willing to experiment with new brands. Private label packaging is now as sophisticated an branded goods. The interesting fact is once they switch and are satisfied they are generally never go back to the branded counterpart. So what can you private label with your packaging?

Another way to capture the consumer is to provide more value. Numerous articles have recently been written about the "shrinking package" on products yet selling at the same price. As I have said when asked, smart marketers would figure out how to offer more value not less. So in McDonald's lingo supersize me. Give me more for my money not less. Call this out on your packaging 10% more for the same price, value pack or even our packaging is NOT smaller. Your customer will be watching what you do and might be buying from someone who is.

I'd like to got back to rotisserie chicken again. This week I bought a chicken at Publix. I was shocked how much smaller it was as a usually much larger chicken but still selling at the same price ( just like the packaging shrink). I was an unhappy customer for two reasons. I like the chicken from Kroger much better (the store is equally close). Krogers' chicken comes in a resealable ziplock bag that makes it incredibly easy to store while Publics chicken comes in a paper bag which tears easily and isn't airtight making me take an extra step to repackage. Even better Kroger runs the member special with rotisserie chicken at a lower price frequently. That's what I mean about connecting with your core customer: On the same packaged product Kroger is offering value and convenience Publix is not.

Lastly think about repurposing your packaging. This is somewhat similar to "value" in packaging but in this case people will retain your packaging, refill it or use it for something else. Think about how you can give double the reasons for purchasing something by letting your consumer know. You get twice the bang for your buck as you can capture the environmental movement too. Words like our product is reusable, refillable or collectible, or even don't throw it away.

To recession proof your product packaging its all about listing to the consumer. They WILL buy, if you package the right message at the right price with the right value, recession or not.

Keeping updated on the latest packaging issues and trends is easy. That's what I do keep abreast of packaging trends technology and innovation so you don't have too. Its all in my weekly newsletter Packaging News You Can Use. You may get a complimentary subscription to Packaging News You Can Use at PackagingDiva.com

Packaging Yourself As A Brand

2008-09-12T08:44:00.000-07:00

Packaging News You Can Use
by JoAnn Hines Packaging Diva
Tip Of The Week
Issue #1306 - September 12, 2008
http://packagingdiva.com/
http://packaginguniversity.com/
http://packagingbootcamp.com/
http://packagingcoach.com/
http://doityourselfpackaging.com/
http://packagingyourinvention.com/

FROM THE DESK OF THE DIVA:

The feature article is a little different this week. As you all know I'm a big fan of networking. Most recently I've been establishing myself in the social networking arena. I'm always getting asked how do you know so many people? The answer is that I continually work to build my personal brand. That's the reason for my somewhat different post this week that I thought I would share with you.

Connect with me On LinkedIn
http://www.linkedin.com/in/packagingdiva
Or follow me on TWITTER at PackagingDiva
You can also invite me to be your friend on Facebook
http://www.facebook.com/profile.php?id=647157849

PACKAGING AND MARKETING EVENT:
Join JoAnn Hines Packaging Diva @ Avery Dennison's Second Annual Behind The Label Conference October 14th

To Register please contact Laura Clark at 440-534-4919 or Laura.Clark@averydennison.com

Keynote Address: State Of The Packaging Industry: Trends And Insights

Information overload. We see over 3,000 advertising messages a day. It takes about 2.6 seconds to make a purchasing decision at retail. So why would anyone buy your product over the competition?

That's where the unique role of packaging comes into play. Packaging is a complex equation. It IS the sales person. It IS your brand. It IS your company and if you haven't given it the consideration it deserves it will fail or most certainly not live up to its expectations.

So join us and the Packaging Diva as she explores successful product packaging and branding including case histories and examples of what works and what doesn't in the realm of successful product packaging.

During this workshop she will enlighten you as to how to "connect" your product to your consumer though the right packaging with the right message.

If you work in any of the following departments you NEED to attend this special session.
Market Research
Consumer Insights
Category Management
Consumer Planning
Package Design/Development
Packaging Graphics
Packaging Engineers
Brand/Product Management
Marketing
Creative Services
Industrial/Structural Packaging Engineers
Creative/Art Direction
Global Branding/Design
Retailers
Packaging Suppliers
New Business Development

PACKAGING 101:

Tired of searching the web for packaging information? Me too! That's why I pulled all my packaging resources and packaging expertise together in one place. It took me thousands of hours to compile just the information you need to get started packaging your product. In the case of you packaging pros this is a great refresher course. Simply put The Do It Yourself Packaging Workbook is a packaging guide you can't be without.

So all you entrepreneurs, inventors, small businesses, WHAM's and packaging professionals take a peek at http://doityourselfpackaging.comor you may ask for a copy of the Table Of Contents. If you are still not sure think about what you will save in your time and effort to find out how to package your products all for a nominal price.
It's at least worth a look.

FEATURE COMMENTARY:

Packaging Yourself As A Brand by JoAnn Hines Packaging Diva

A personal brand is the essence of who you are. The more powerful the brand the more memorable you will become. Think about brands that you can identify with. What impresses you about them and what attributes make you remember them? Brand icons didn't get that way over night and many of them have failed because they couldn't "connect" with their audience. Strong brands will stand the test of time.

After you have thought about strong compelling brands that impressed you start building your own brand statement by distilling down your essential core message: Who are you and how do you want people to identify with you? What values do you represent? When people think about you what image do you want them to visualize? Think about what sets you apart from you associates. This is about building your own image so forget the company or business in your personal brand statement.

Now that you have started thinking about your core message consider ways that you can reinforce your brand. Remember YOU are your brand, not your product or service, so this is essentially about you. Where and how can you demonstrate your brand message? When and how can you reinforce your brand?

Your brand needs to be authentic, from the heart; you can't make a brand statement believable about something you are not. When evaluating your brand message it’s important to understand your audience who are you trying to impress with you message? What do you want them to remember? You are creating your own "personal buzz" with your brand so the more you can hone in on your audience the better you can craft your message. It’s important to recognize that you can’t be all things to all people so you want to capture your target audience with your message.

Everything you do should have your brand image, whether it’s giving a speech, writing a letter or the message heard on your voice mail. The brand is a living thing, the more you utilize it the more powerful it will become. Building a brand is like using a set of building blocks. One piece doesn't make much of a structure but 20 pieces will. Think about how you can build your brand by adding pieces to enforce the totality of the structure "you." Getting outside opinions help your cause. When people think about you what assets to they remember? If it’s different than what you are tying to convey then you need to reshape your message.

Take a moment to study the brand messages of people you admire or hope to model. Using the Internet is a great place to do this. Type in the name of the person in quotation on any search engine and see what turns up. It should give you ideas on ways to craft your own message.

Think about how many places you have your name listed on a piece of paper or on the Internet. That’s where you should be building your identity.

Here a short list of places you should be making your brand shine.

Voice mail
Business cards
Stationery
Email address & SIG file
Personal web site
Press releases
Articles
Social networking sites

Personal branding packaging will help you stand apart from your competition. Whatever the circumstances your brand can only enhance your identification in the marketplace. Keep on refining and honing your brand message as you become more comfortable with whom you are and who you are trying to reach.

Keeping updated on the latest packaging issues and trends is easy. That's what I do keep abreast of packaging trends technology and innovation so you don't have too. Its all in my weekly newsletter Packaging News You Can Use. You may get a complimentary subscription to Packaging News You Can Use at PackagingDiva.com

How To Agree, Disagree And Remain Friends On Twitter: 3 Unique Perspectives

2008-09-05T10:15:00.000-07:00

Now you might wonder what all this has to do with packaging, but the point is that the discussion errupted over the issue of green or environmentally friendly packaging. I was defending packaging as an industry and pointed out the environmental pitfalls and consumer misperceptions. The story goes on from there......

How To Agree, Disagree And Remain Friends On Twitter: 3 Unique Perspectives

This is a rather long post but well worth the read. As we all discover the benefits of social networking there are some dangers to recognize too. Please learn from our experiences and incorporate our mistakes into your own social networking repertoire. We hope you will share this will colleagues and fellow Twitters and feel free to tweet us your thoughts and feelings.

JoAnn PackagingDiva's perspective on how to agree, disagree and remain friends on Twitter.

Regina, Michelle and I learned a lesson this week: Some things you just can't discuss on Twitter. It started innocently enough two colleagues with like minded interests discussing a common topic the environment. It seems like such an easy issue to cover with pithy insightful comments but we soon learned it was more difficult to express our opinions with clarity than we first thought. To make matters worse third parties were weighing in with additional commentary on our dialog so following the conversation thread became quite convoluted.

As I'm sure you are all aware anything to do with the environment is a very complicated and touchy issue. As we tweeted innocently our dialogue escalated and became "touchy" before we even realized that each was misunderstanding the others thought processes and intentions. Fortunately we are both savvy people and recognized that we couldn't resolve our discussions or explain our thinking in 140 characters allowed on Twitter.

We agreed amicably to move the discussion to a different forum more private and that allows for more one on one interaction as well as unlimited expression of ones thoughts.

I love Twitter, I use it faithfully every day, its garnered me friends and gotten me business too. But it has its limits as we found out today. Twitter is fun, exciting and very intense. If it's serious discussion you want you need a different forum. The important thing is to recognize that now all issues are "Twitter worthy." Either they are too complicated, too involved or too private to tweet about at length. A hot button issue like the environment is very emotional to everyone so If I had to do it over I would not delve so far into the topic.

Lessons learned:
Don't monopolize the bandwidth with your private discussions;
Think before you tweet on topics that are sensitive;
Always keep the door open no matter how heated the discussion might become;
When discussions become too intense move them to a different forum;
Lastly think before you tweet where your discussion thread might ultimately lead.

You are tweeting with purpose so agree, disagree but always remain friends with your Twitter buddies.

Happy Twittering from your Twitter friends saravsoap, drflower and packagingdiva.

Happy Packaging!
JoAnn Hines
Packaging Diva
All Packaging All Of The Time

I package people, products and services. Get started in the right direction by visiting any one of my web sites for free advice, articles or just plain help. You can ask a question to a packaging expert too, list your packaging request, subscribe to my complimentary newsletter Packaging News You Can Use or just visit my web site to ask me your packaging question. I *will* find your perfect packaging solution!

Personal Web site: http://packagingdiva.com/
Corporate Web site: http://packaginguniversity.com/
Packaging Help: http://packagingcoach.com/

Michelle sarvasoap's perspective on how to agree, disagree and remain friends on Twitter

We're all using Twitter to achieve our goals. Camaraderie, networking, and promotion are the top three for me. From my perspective, camaraderie must come first. If we don't have that, how are the other two even possible?

We all come from different backgrounds, believe in different things, have different areas of expertise as well as inexperience. But we all are working diligently--much of our work utterly invisible to the Twittersphere--on things we only have 140 characters to "plug". Tweets need to pack a punch in order to get noticed.

I'm a meditation instructor and yoga therapist; as such, I watch my thoughts a lot. This was a fabulous opportunity to see how my mind, emotions, and nervous system got involved in the unfolding events. With such enticing tweets flying by, there was plenty of room for me to insert my own interpretation into whatever I read! And I did indeed react quite negatively a few times. Ultimately I took my ball and stomped home!

sarvasoap NOW I am crawling back under my minority freak rock. Oh this stuff frustrates me. Off to focus my energies in a healthy way. The environment is a topic of deep passion for many people, myself included. Nonetheless, when we're only fed bites of someone else's entire experience, more information is needed before we try to engage in truly meaningful interaction. This isn't a time to react. It's a time to RESPOND.

In situations like today's, I'm reminded of the early discussions of Netiquette. Perhaps Twitter needs its own rules of conduct.

Here are my ideas:
1. As JoAnn and Regina say, take it off Twitter. Exchange email addresses or find another means of interaction.
2. Stop for a second: Is the tweet really the meat of the topic, or is it a "news headline" DESIGNED to get a reaction from you?
3. Know yourself. Are you having a bad day? Reactionary to the topic at hand? Then cool off first.
4. Don't publicly tweet anything you wouldn't say to that person's face at a dinner party.
5. Don't publicly tweet anything you wouldn't want to receive yourself.
6. Make sure you have all the facts before you respond. Remember these are just snippets, not the full story.
7. If you tweet publicly about a heated topic, ask, "will this benefit the greater good or just scratch an itch I have?"
8. Keep your goal in mind. Why are you tweeting? While Regina feels she may have butted in, I personally was happy to see someone else jump in and add to the conversation. I was appreciative of her apology but found it unnecessary.

My response to her was,
sarvasoap @drflower no apology needed. No hard feelings. Passionate topic, not same as argument to me. Betters all of us. And, really, if we're here jointly sharing what we learned, isn't that true? We're all better for it. Thank you, Regina and JoAnn, for an enlightening afternoon, and for your friendship, which wouldn't have happened if not for Twitter!
Michelle Gilbert
Sarva Natural Artisan Soaps
info@sarvasoap.com
http://www.sarvasoap.com/
http://sarvasoap.wordpress.com/

Regina drflower's perspective on how to agree, disagree and remain friends on Twitter

It's NOT always simple to get your point across in 140 characters per post. Especially when the stakes are high. We are talking about our environment. Keeping cool every sec on this issue is just plain tough! Here is what was said:

sarvasoap Have ordered samples of new packaging materials, looking forward to trying them out. Recycled and fair trade.

packagingdiva @sarvasoap keep me posted on what U think. One of the topics I'll be covering @ the Avery Dennison marketing seminar is the reality of Green

drflower @packagingdiva hey Avery- the green train is leaving, you gonna jump on? http://www.greentrainglobal.org/

packagingdiva @drflower I checked out "green" train. Major misunderstanding about the role packaging has to play in society and the environment & what ...

sarvasoap @packagingdiva say more re: the uninformed green train.

drflower @packagingdiva I'm with @sarvasoap please elaborate :)

packagingdiva @drflower GT says fancy, flashy packaging is designed to do little more than grab your attention, is also expensive. Read http://is.gd/1orS

sarvasoap re: Packaging. I'm not an expert OBVS, but there are people who care more about green than about glitz. The minority, but they are out there

drflower @packagingdiva I don't want a true debate here on twitter regarding green packaging b/c I'm NOT in the know. I'm a soaper. BUT...

drflower @packagingdiva I'm also a frustrated parent opening toys for my kid-sigh at the many boxes/bags from a bulk Sam's prod. item ie granola bars

drflower @packagingdiva It's not clear cut to be sure but getting folks to think about packaging - You DO! greentrain needs YOU! ;-)

packagingdiva Having so much fun with Twitter survey almost forgot Packaging Tip Of the Day: Don't package "green" unless it integrates with your brand.

packagingdiva @drflower @sarvasoap the debate is not whether U should use environmentally friendly materials its about the truth of the eco pkg itself.

drflower @packagingdiva "truth of the eco pkg itself" - not quite with you unless you mean I give a damn about our earth therefore I package green!

packagingdiva Retweeting @sarvasoap: @packagingdiva are you out to get me??? ;-) Just helping you to make informed packaging decisions green or not.

drflower @packagingdiva goodness NO - not out to get you at all! but not understanding clearly...

packagingdiva @drflower example to explain - did you know making corn based plastic uses more energy than oil based? Is that an environmental win overall?

drflower @packagingdiva I've gone back thru tweets to the beginning of this thread. I mentioned greentrain in the midst of your convo with sarvasoap

drflower we have differing opinions on green packaging, I'm more than ok with agreeing to disagree. Your sources on green pkging have been a big help

drflower @packagingdiva @sarvasoap perhaps we've found a spot where twitter isn't the best communication method. please accept my apologies

packagingdiva @drflower The packaging part is vey complicated and its more than just saying packaging is green. That's the message I was trying to convey

drflower @packagingdiva corn based plastic is technically very difficult to compost/biodegrade also..i'm aware and DO read your links.

packagingdiva @drflower Apology accepted though not necessary. I agree its vey hard to discuss something in 140 that takes hours to explain. DM email plz.

drflower I know the lines are messy with green packaging. Same is true of safe cosmetics vs. all the fees for FDA testing. NOT simple subjects...

I really like JoAnn's point of "Think before you tweet on topics that are sensitive." JoAnn (Packaging Diva), Michelle (Sarvasoap) and I (drflower) went down a slippery slope on the topic of environmental packaging. When you look at the posts chronologically, I actually butted in when JoAnn was offering help to Michelle(sarvasoap) regarding green packaging and her upcoming seminar with Avery Denison. I hope that JoAnn and Michelle will forgive that. It's really easy to do on twitter.

As a joke that didn't come off as expected, I took that opportunity to mention the green train which has the purpose of promoting environmental awareness. JoAnn was really trying to point out that some "green" marketing products are not in fact as green as they seem. She's posted many an article from twitter saying just that. I personally have learned many important facts from her posts regarding environment and upmost about packaging. I even mentioned that twitter was not the place to have a debate but continued on with my points. Perhaps twitter isn't a bad place to start a debate but the trick is knowing when to take it elsewhere. Respect of your fellow "tweets" IS important. Perhaps they didn't want to hear all the banter between JoAnn and I.

Can you unfollow a person for a short time?
Who says you can't spend time on twitter or any other means of communication to talk about the issues that matter?

My concern with Twitter is that I truly believe that JoAnn and I agree on this specific issue MORE than it even seems in our "twitter debate". How do we show that? Say move to another tool like facebook where you see each post one after the other allowing for longer than 140 characters?

Social networking might give us an avenue to hash these thoughts "touchy" or otherwise and actually get to the meat of the matter. If we can do that, solutions will be right behind!

Thank you JoAnn and Michelle for your friendship. It happened from our Twitter network. Thank you Twitter!

Dr. Flower's Essentials, Inc.
A Natural Handmade Soap line
404-915-5686
sales@dr-flower.com

Please Don't Hate Me Because I Love Packaging

2008-08-22T07:06:00.000-07:00

Packaging News You Can Use
by JoAnn Hines Packaging Diva
Tip Of The Week
Issue #1305 - August 22, 2008
http://packagingdiva.com/
http://packaginguniversity.com/
http://packagingbootcamp.com/
http://packagingcoach.com/
http://doityourselfpackaging.com/
http://packagingyourinvention.com/

FROM THE DESK OF THE DIVA:

Tired of searching the web for packaging information? Me too! That's why I pulled all my packaging resources and packaging expertise together in one place.

It took me thousands of hours to compile just the information you need to get started packaging your product. In the case of you packaging pros this is a great refresher course.

Simply put The Do It Yourself Packaging Workbook is a packaging guide you can't be without.
So all you entrepreneurs, inventors, small businesses, WHAM's and packaging professionals take a peek at
http://doityourselfpackaging.com/
or you may ask for a copy of the Table Of Contents.

If you are still not sure think about what you will in your time and effort all for a nominal price.
It's at least worth a look.

SHARING THIS THOUGHT FROM A READER:

Hello JoAnn, I'm not sure if you have mentioned about this CA assembly bill AB 2505 in your previous emails, but what this bill does is it prohibits CA from selling or using PVC material in clamshells and blisters for consumer goods. There are exceptions to the use like in medical devices and petroleum products. This bill has already passed the house Assembly and is now at the house Senate to be voted on. If this passes the Senate, it will go to Gov. Schwarzenegger to sign into law, allow it to go into law, or he can veto it. If it becomes law, then CA can not use PVC material for blisters, clamshells, trays, etc. beginning Jan. 1, 2010. Civil penalties would be up to $2,500 per day per violation. This would have a huge impact for a lot of companies.
Anyway, just some information I thought you might like to know.
Thanks.
John Hwang
Packaging Engineer

FEATURE COMMENTARY:

Please Don't Hate Me Because I Love Packaging by JoAnn Hines Packaging Diva

Seriously, people packaging makes the world go round. It's something that you take for granted every time you brush your teeth, drink a beer or take a pill. All those products are delivered to you for your consumption because of the packaging. Packaging that does its multifaceted assignments of getting the product to you ready to use or consume in pristine, sanitary and hopefully un-tampered condition.

So let's have a little reality check:
Who screams the loudest when products are damaged or broken when you get them home?
Who avoids that damaged or dented container like the plague?
Who used their microwave this week?
Who stopped for fast food?
Who ate an egg or some potato chips?
Who got a prescription filled?
Who bought an appliance or an electronic gadget?
Who had an operation?

I could go on forever about how packaging impacts your everyday life but the plain and simple truth is you wouldn't be able to do any of those things without the packaging.

If you just spend a few minutes looking around you to see what products you have in your home or your work. How do you think they got there? Product manufacturing and distribution is a complicated process. One that goes on behind the scenes that you never even think about.

My favorite analogy is to compare packaging to the #2 lead pencil.
One company extrudes the leads, one makes the wooden casing, one makes the eraser, one makes the metal banding and guess what someone assembles all the components. That's packaging!

There are lots of fingers in every process much of which goes on behind the scenes. Stuff that you never consider.
The seal that you have to pull to open or twist keeps your product sanitary and uncontaminated;
The hologram that you see when you purchase something authentic keeps it from being counterfeited;
The zipper that you zip that makes it reclosable;
The little tray that you place it on that makes it microwaveable;
Those little carrots that are ready to eat or go in a lunch;
Packaging makes it all possible.

Other packaging facts you may not know that are important.
Packaging is the third largest industry in the US;
Packaging employs over a million people;
There are over 10,000 packaging manufacturers in the US;
Packaging contributes trillions to our economy;
70% of all packaging is food related;
Packaging for the most part is recession proof.

Currently there is a lot of packaging bashing going on. Less packaging, green packaging, packing that works and of course hard to open packaging (Wrap Rage packaging). All of these issues have an element of truth. But packaging professionals did not set out to frustrate and anger the consumer. All these so called negative packaging elements are there for a reason.

Let's go back to the primary tenets behind the role of product packaging: protect, convey, sell, inform and educate the consumer. Packaging does all of that and more. Those hard to open packages are that way for a reason and its better to err on the side of too much packaging rather than too little. Companies are feverishly trying to rework packaging to remove the excess but when products are damaged and returned it's the consumer who ultimately pays the price.

So before you get on your soapbox decrying the bane of packaging try to understand what your packaging complaint is really all about. We will try really hard to fix it.

Yes, packaging goes make the world go round. So please don't hate me because I love it and can't live without it.

Keeping updated on the latest packaging issues and trends is easy. That's what I do keep abreast of packaging trends technology and innovation so you don't have too. Its all in my weekly newsletter Packaging News You Can Use. You may get a complimentary subscription to Packaging News You Can Use at PackagingDiva.com

Connect with me On LinkedIn
http://www.linkedin.com/in/packagingdiva
Or follow me on TWITTER at PackagingDiva

Happy Packaging!

JoAnn Hines
Packaging Diva
All Packaging All Of The Time
678-594-6872
I package people, products and services. Get started in the right direction by visiting any one of my web sites for free advice, articles or just plain help. You can ask a question to a packaging expert too, list your packaging request, subscribe to my complimentary newsletter Packaging News You Can Use or just visit my web site to ask me your packaging question. I *will* find your perfect packaging solution!
Personal: http://packagingdiva.com/
Corporate: http://packaginguniversity.com/
Packaging Help: http://packagingcoach.com/
Do It Yourself: http://doityourselfpackaging.com/
Inventions: http://packagingyourinvention.com/

How To Brand Your Product With The Right Packaging

2008-08-08T09:15:00.000-07:00

Packaging News You Can Use
by JoAnn Hines Packaging Diva
Tip Of The Week
Issue #1304 - August 8, 2008
http://packagingdiva.com/
http://packaginguniversity.com/
http://packagingbootcamp.com/
http://packagingcoach.com/
http://doityourselfpackaging.com/
http://packagingyourinvention.com/

FROM THE DESK OF THE DIVA:

I just became a guest blogger for In Women We Trust - Women marketing to each other. Read my first post: Is there such a thing as Green Packaging?http://tinyurl.com/6noe2y
FEATURE COMMENTARY:
How To Brand Your Product With The Right Packagingby JoAnn Hines Packaging Diva Think about iconic packaging brands: Coke, Legg's, Tiffany are a few that come to mind. What about these brands caused them to remain in your memory book? The packaging of course.

We remember these brands because of their superlative packaging. So good in fact it has become a cultural icon.

How did these brands differentiate themselves? Was it the packaging color, shape or design?

What captured your interest in the product that made it so compelling

That's what you need to figure out with your product packaging. Half the battle is to get them to pick it up for a closer look. It's your job to make your packaging work for your brand and your company.

So what constitutes compelling packaging brand? How "connected" are you to your consumer? Here are a few emotion descriptors that your package must convey. Does your packaging Engage, Evoke, and Engross the consumer?

Let’s look first at ENGAGE: to attract and hold by influence or power. Can you say that about your product packaging? Or is your product packaging just the opposite? Boring!

Think about what you can do to improve the odds that your package will engage a consumer: Colors, features, shapes, value/benefits or social conscious are all ways to "reach out" with your package.

EVOKE: To call forth or call up as in evoking memories. What about your package will make the consumer recall a successful or enjoyable product experience? How can you make them remember that they were satisfied in buying your product? In case they haven't purchased before, what is going to "connect" them to your product on your package? What is so special about your package that they have to take a closer look?

ENGROSS: To engage the whole attention of (and that's the key point). You have to get their attention to pick up our product before they can even consider buying it. Use features that will capture their interest in seconds because that's all the time you are going to get before they move on.

Another "feeling" word that conveys a strong and compelling brand is TRUST. You must create a place where people look for information and feel more secure doing so. It's important to understand the strength behind the brand and why people turn to it for a sense of security and information. So what about your product packaging conveys the experience that consumers can trust your brand?

Regardless of the reason a consumer may be in the store or looking at your product, introduce them to a "lifestyle" experience . . . trust, security, necessity or even peace of mind. Your package presence needs to call out "Buy Me" because I provide the experience of all of the above emotions.

Product branding is a powerful influence on everyone. It’s important to understand the strength behind the brand and why people turn to it for a sense of happiness, satisfaction, security and information. The best of all brands cross gender, ethnicity and age demographics. "Universal Truths" in packaging that cross these boundaries.

If you have to pick one, the best single word emotional response you can give to the brand is "ENGAGE." People are connected to the brand at all levels. That is a great position to be allied with. So that's what you need to do with your product packaging. You have the brand statement behind you now you need to "ENGAGE" the consumer.

When you capture the power of the package people will integrate your product into their everyday life. They will not just turn to it as a convenience but as a necessity for comfortable living. So create your own story through powerful product packaging. Whatever your category, you should strive to engage, evoke, and engross the consumer to revitalize your brand through product packaging.

I provide lots of complimentary packaging resources and information tomake your packaging journey successful. And one on one consultationwhen necessary.

Or give me a buzz at 678-594-6872. I'm tapped in to the latestpackaging news. I can help you assess why or not you shouldconsider changing your product packaging. At the very least I cantell you what your competition is doing.If you are just chumming the "packaging" waters then be sureand visit and one of my web sites for lots of information andadvice. It pays to do your homework first.

READ THIS IMPORTANT MESSAGE IF YOU ARE A SMALL BUSINESS:
Finding appropriate packaging is not the only challenge to launching a product line. If you're a cosmetics company these days, you must be aware of a draft law now pending in the House Energy & Commerce Committee. The FDA Globalization Act of 2008 would change the way cosmetics are regulated in the US. If the draft law is enacted in its current form, it would literally kill of small and woman-owned cosmetics businesses.
Among the provisions in the draft legislation are:
o annual registration fees of up to $12,000 for all cosmetics companies, even if all you manufacture is a single bar of soap and even if you are a very small company
o stringent and burdensome reporting requirements that would make it impossible to run a small business
o requirements for compliance with one-size-fits-all manufacturing guidelines that small businesses cannot possibly comply with.
The provisions represent onerous barriers to entry, will stomp out competition and minimize consumers choices when it comes to their personal care products. It will also decimate businesses that women have started and run successfully because the playing field, at least up to now, has been a level one. This legislation would change all of that.
The Indie Beauty Network (IBN) is leading the charge to oppose the draft law. In meetings earlier this week at the Food and Drug Administration and on Capitol Hill, IBN's president and several members put the small business position forward in the hopes of convincing legislators to amend the draft law to make sure that small businesses are not decimated by the law. IBN's blog post with video and Petition to oppose the law is here, and you can sign the Petition by leaving your comment, city, state and zip at the blog: http://www.indiebusinessblog.com/indie_business/FDA_globalizationn_act_of_2008/index.html
Our July 24, 2008, IBN sent a letter to the Congress persons on the House Energy & Commerce Committee: http://www.indiebeauty.com/media/index.asp At a time when small businesses are most vulnerable, especially those run by women and families who are fighting to stay off unemployment lines, IBN and many others believe that this legislation is the wrong policy and the wrong law at the wrong time.

Sell More Products With These 7 Packaging Tips

2008-07-24T12:52:00.000-07:00

Packaging News You Can Use
by JoAnn Hines Packaging Diva
Tip Of The WeekIssue
#1303 - July 25, 2008
http://packagingdiva.com/
http://packaginguniversity.com/
http://packagingbootcamp.com/
http://packagingcoach.com/
http://doityourselfpackaging.com/
http://packagingyourinvention.com/

From The Desk Of The Diva:
I'm one of the most "connected" people in packaging.
Are You? If your not sure check me out.
http://www.linkedin.com/in/packagingdiva
If you are Twittering follow me at http://twitter.com/PackagingDiva.
You can also invite me to be your friend on Facebook.
http://www.facebook.com/profile.php?id=647157849

Networking is what its all about and I have one of the best!.

Special Mention:

Joe Angel from Packaging World Magazine asked me to mention that
Greener Package Website and Sustainable Packaging Awards Competition
are launching in the fourth quarter of 2008. Check out
http://www.greenerpackage.com for more details.

Feature Commentary:

Sell More Products With These 7 Packaging Tips
by JoAnn Hines Packaging Diva

When consumers go out to shop it's your job to convince them to buy your product. With the wrong packaging or one that doesn't properly convey the message of what is inside you are fighting an uphill battle.

Think of packaging as your silent salesperson. What message are you projecting?

Just like we do with our mental, emotional and physical aspects of our lives, think about improving or updating your product packaging. You want it to mesh with consumer wants, needs and current lifestyles which can be influenced by many external factors that will effect their purchasing decision. Consumers are a moving target and what worked last week may not work in the months to come.

Here are 7 things you can do to ensure your product packaging is on target with your core customer and delivers the right message to the right audience.

1) Take an honest look at your product packaging. Is it working to your product’s best advantage? Are there changes that you have put off making due to lack of time or money? Implement a plan to review one product at a time or a family of products if they are interrelated. An important factor to consider when making any changes are the continuity of the brand. Don't change for change’s sake. That only serves to alienate the customer especially when they have the difficulty finding your brand. The sad thing is once they make the switch to a competitive product they may never come back.

2) Give your product packaging to an outsider to review. Ask someone who knows nothing about your product and your packaging to evaluate it. Ask for an honest opinion of what they like or don't like and ask what they think might be missing. Ask them to be objective and honest. Many times product developers get caught up in their own opinions. You love your product and consequently you love your packaging. It’s good to get grounded with an outsider's perspective that insures your message is getting across.

3) Go to at least five different retail outlets and look for comparable or competitive products and assess their shelf appeal. Is there a particular characteristic that appeals to you? It could be color shape, innovative design. Determine if you think their packaging is better than yours. What stood out in your mind about that particular package? You don't want your product packaging to mimic the competition. It can get you into serious trouble if you copy someone else's brand.

INSIDERS TIP: Play dumb and ask another shopper to make a decision about which product they like best. Then ask them why they chose that package. These insights can help you focus on what the consumer is looking for.

4) Step back from your product on the shelf at least five feet (that's where most people will see it.) Does your product stand out among the competition or is it awash in a sea of sameness same color, same size same shape?) Is it difficult to distinguish one product from another? Is there a USP (unique selling proposition) that makes your product more interesting or more consumer friendly? Note: Many private label brands trade on brand recognition from the branded product. If your packaging goes that route, make sure you are not copying or infringing on someone else's design or trademarked product packaging.

5) Walk the isles out side your product category. Look for crossover innovations that can be utilized in your existing product. Look for new or interesting ways of packaging a product. An innovative packaging concept that changes what people buy is what you are trying to capture. You want your product to be the one they pick up.

6) Review trends and predictions for your industry. Is your product packaging in line with where the industry is going? Is your market moving in a new direction or are outside influences driving what is happening to product packaging? A good example is the current movement toward "green" or environmentally friendly product packaging. Does this concept mesh with your brand?

7) Last but not least think about ways to improve your product packaging. Make it easier for the consumer to use, find, carry, store, open, dispose of, reuse or find important information about your product. Some of the simplest innovations can revolutionize an industry though innovative product packaging. Optimally your product packaging will provides a pleasurable consumer experience not alienate them.

Whether you can accomplish all seven tasks or just a few, the most important issue is that you decide to move forward one packaging step at a time. Let’s face it. Consumers are a fickle bunch. It doesn't take much to turn them off. In fact, you only have 2.6 second to turn them on. That is how long you have to persuade them to buy your product and the only way to do that is through compelling packaging. Yes, your package is your number one salesperson and once you have lost the opportunity you may never get it back.

Happy Packaging!

JoAnn HinesPackaging Diva
All Packaging All Of The Time

Wal-Mart Is Not The Only One With A Packaging Scorecard

2008-07-18T08:15:00.000-07:00

Packaging News You Can Use
by JoAnn Hines Packaging Diva
Tip Of The Week
Issue #1302 - July 18, 2008
http://packagingdiva.com/
http://packaginguniversity.com/
http://packagingbootcamp.com/
http://packagingcoach.com/
http://doityourselfpackaging.com/
http://packagingyourinvention.com/

From The Desk Of The Diva:

CHRISTMAS IN JULY?

Many of you are starting to prepare for the upcoming holiday season.

As you know, I am a big fan of using public relations and publicity to grow your business. It sure has helped my business grow!

But public relations can be expensive. So why not do it yourself?

My friend Margie Zable Fisher has just updated her popular Do-It-Yourself Public Relations Kit. The third edition contains 13 pitch examples you can use, case studies, how to create a Unique Selling Proposition, media interview tips, how to create and implement Special Events, online P.R. including blog and Web site P.R., how to handle a crisis, and much more.

To get a free chapter of her Kit, which explains how to create a Press Kit, visit
http://www.profcs.com/app/?Clk=2486979.

Feature Commentary:

Wal-Mart Is Not The Only One With A Packaging Scorecard by JoAnn Hines Packaging Diva

Recently I'm coming across a variety of new packaging trends or terms and it got me to thinking about how informed the average person is about product packaging. I know you are all busy doing your jobs and it takes a lot of time to keep current of what is new in product packaging or what may influence your products success. It's hard for me to keep up on a daily basis and that is all that I do for my clients.

Perhaps as a way to ascertain what is hot and what is not you should create your own "packaging scorecard" as way to measure how tuned you are to the latest in the consumer perceptions of product packaging and how it could impact whether your product will sell or NOT!

Consumers are very fickle about "packaging" issues. In fact many times they don't even understand the role of the product packaging itself. Lets take all the hue and cry over green product packaging. You would think consumers are clamoring for more environmentally responsible packaging. But just this morning I read that despite what we read about the desire for more "green" packaging the beauty industry reports that 25 % of French women and 20 % of British want recyclable beauty packaging, US women just 12%. Slightly higher than that magic 10% of greenies that are already in that space anyway.

So, should this be an issue in your packaging scorecard?
Depends upon what your niche is. In any case its a movement to watch and be aware of so I'd add it to your list.

Can you name at least 3 more current packaging trends?
Last week I wrote you about Twitter and how its becoming increasingly important. Twitter is mostly about "social media" but then those are the leading edge people that are on top of the trends. I have included a few of my recent "tweets" which I think you might find relevant to your personal packaging scorecard.

A Few Tweets From JoAnn Hines Packaging Diva:

Interviewed for this but not directly quoted (some of the insights are mine). Forget the Environment Say the 'Never Greens' http://is.gd/UKK

Creating gold out of packaging garbage. This company has a great idea. http://is.gd/URd

Has the Sierra Club sold out to Clorox? Packaging bottles are recyclable and bear the Sierra Club's name and logo. http://is.gd/VNS

With all the hype about the new iphone did you think about the packaging? Apple files iPod, iPhone retail packaging patent. http://is.gd/W4x

More on shrinking consumer product packaging while prices remain the same. http://is.gd/WTQ

I see at least 2 trends here you should be concerned about.

Can you give a definition to this term repurposed packaging? It is pretty self explanatory. But what is the name of the packaging company that is getting all the media mileage in doing this?

In case you didn't know its Terracycle Terracycle.net. They are not the only ones doing this. There is all kinds of cool stuff being made but some real "dogs" too. Just because you can reuse old packaging and make into new products doesn't necessarily mean someone will buy it. People have sent me a lot weird stuff.

What about "shrinking" consumer product packaging? Will companies reducing the size of the product and keeping the price the same create a groundswell of consumer outrage. The media think so. If I were you I would add this to my scorecard. There is a lot being written about it. If I were a smart marketer I'd figure out a way to add "more" to my product for the price rather than less.

Value for your money is a trend and its not going away. Just look at the growth of private label at the expense of branded products. This definitely would be on my scorecard.

The point is that you can take a few packaging trends and consumer hot buttons and create your own packaging scorecard. It will help you track how close you are tuned into the latest consumer issues.

Just remember the scorecard is not static. It needs to change as issues evolve or are resolved. A few minutes a week is all it takes to stay on top of the needs and issues of your core customer. Or you can follow me on Twitter at http//twitter.com/packagingdiva and I'll be doing the lions share of the work for you.

You can also give me a buzz at 678-594-6872. I'm tapped in to the latest packaging news. I can help you assess why or not you should consider changing your product packaging. At the very least I can tell you what your competition is doing.

If you are just chumming the "packaging" waters then be sure and visit and one of my web sites for lots of information and advice. It pays to do your homework first.

Green Packaging Noise

2008-07-11T10:35:00.000-07:00

Packaging News You Can Use
by JoAnn Hines Packaging Diva
Tip Of The Week
Issue #1301 - July 11, 2008
http://packaginguniversity.com/
http://packagingdiva.com/
http://packagingbootcamp.com/
http://packagingcoach.com/
http://doityourselfpackaging.com/
http://packagingyourinvention.com/

From The Desk Of The Diva:

This week lots of interesting packaging news has come across my desk. I post most of it on Twitter. Not only is it a great way to communicate but it makes you get clever using only 140 characters to post.

If you want to follow me for more packaging insights I'm at http://Twitter.com/packagingdiva
I'm changing the summer format a little since people are of on vacation and doing other fun stuff.
Here is what I need from you:

Examples of innovative product packaging to critique;
Packaging trends you would like to know more about;
Pressing packaging questions you need answers to.
Now on with the show.....

Feature Commentary:

Green Packaging Noise By JoAnn Hines Packaging Diva
I just got a call from Brandweek to comment on green product packaging backlash. I've been writing about it for a while but this week reading about square milk bottles brought it all to a head. While the idea of a square milk bottle looks good on paper and its attractive financially to the retailer, a lot of consumers hate it. It's just like the bag of milk I discussed earlier its cumbersome and very consumer unfriendly and mostly likely will never fly here in the US no matter how environmentally friendly it is.

Every week I get dozens of new green packaging press releases. Some of these are really a stretch. Its seems with green the "in" thing to do, everyone is trying to jump on the band wagon. Many of these innovations really don't make sense or in many cases won't "connect" with the consumer.

Just because its green, environmentally friendly, sustainable, compostable, recyclable or biodegradable doesn't mean that consumers will buy your product. Consumer acceptance is a very complicated issue. The growth of convenience and luxury categories flies in the face of the environmental movement too. They use lots of packaging and expensive too!

WE want it and we want it now. If it happens to tap into the "green movement" so much the better. The average consumer really does care about the environment they just aren't going to sacrifice their creature comforts to get there. In reality only about 10% of the American populace inhabit this space any way. Sure we can all use a little less packaging in our lives just take a look at your trash can. Remember however, without the package you cannot have a product so give packaging a break!

As I have said many times packaging has many roles to play ones in addition to protecting the product and getting it in your hands, attributes consumers will not willingly give up. Just think how you shy away from any damaged product packaging or reject the damaged or bruised product at the supermarket. The rejection rate is already 20% without packaging this would skyrocket. And who do you think pays the ultimate price for less packaging? It's not the retailers or the consumer products companies, its YOU the consumer.

When was the last time you saw a sales person trained to tell you all about the item you are considering purchasing? The packaging tells you the story about what is inside and why you should buy it. You know the "silent salesperson." So before you jump on the "less" packaging bandwagon give some consideration to why the packaging is there in the first place.

I wrote this little jingle for Twitter and that's says it all. "Toothpaste squeezes, eggs aren't cracked, pizza delivered, headache's better, beer anyone? Packaging a love affair you never knew you had."

Now don't get me wrong, I have seen some very interesting concepts in "green" product packaging some that make sense to the consumer. But I have seen a lot of crap too. Some companies that are just making some green packaging noise hoping to capitalize on some of the current media buzz. So think about your green product packaging message and how it integrates into your brand. Does it make real sense or are you just trying to spin green? Remember before you jump into the frenzy consider what your consumer wants and expects out of your product packaging. Will it truly make a difference in the eyes of your core customer?

Think about how much green packaging noise read about this week. Is it getting you to evaluate changing your product packaging? Before you leap I have two things to say: Consider purchasing my special report Sustainable Packaging - From Green to Great a retrospective about what green packaging works and what doesn't work. Order at http://packaginguniversity.com/pkgustorefront.htm#WhitePapers

Or give me a buzz at 678-594-6872. I'm tapped in to the latest green packaging news. I can help you assess why or not you should consider changing your product packaging. At the very least I can tell you what your competition is doing.

If you are just chumming the "green" waters then be sure and visit and one of my web sites for lots of information and advice. Going green or not it pays to do your homework first.
Happy Packaging!

How To Tell If Your Packaging Will Sell Your Product

2008-06-13T10:04:00.000-07:00

Packaging News You Can Use
Tip Of The WeekIssue #1300 - June 13, 2008
http://packaginguniversity.com/
http://packagingdiva.com/
http://packagingbootcamp.com/
http://packagingcoach.com/
http://doityourselfpackaging.com/
http://packagingyourinvention.com/

IMPORTANT MESSAGE:
WANT TO GET YOUR PRODUCTS FEATURED IN HOLIDAY GIFT GUIDES?

According to top publicist Margie Zable Fisher, June is the month when you must begin “pitching” your products for December Holiday Gift roundups in top magazines like O Magazine, Real Simple, Good Housekeeping, and more, as they have deadlines six months in advance of publication.

Just in time for all of you who’d like to do your own P.R. for Holiday Gift Guides is Margie’s new program, “29 Minutes to Free Publicity.” It’s a great program, and it’s easy and inexpensive -- two of my favorite things!

Here are some of the things that are included:

- Media contacts for product editors at O Magazine, Real Simple, InStyle, Elle, Woman’s Day, Family Circle, Marie Claire and many more

- Media contacts from Margie and her team’s “house list,” including the Oprah Show, the Today Show, Good Morning America, Ellen, the Big Idea with Donny Deutsch and many more

- Top business media contacts at USA Today, the Wall Street Journal, Inc., Fortune Small Business, Entrepreneur, the New York Times and more

- An actual successful phone and written media pitch that Margie used with one of her product clients, that you can use for your own publicity campaign

- Additional written pitches that you can use for your own publicity campaigns, for products including those in the following categories: baby, food, fashion, beauty and home

- Examples of great products included in gift guides and an explanation of what makes them winning products

- And, last but not least, a 15% discount on my favorite media contact database for consumer product companies, for new or existing subscribers (a minimum $75 value)

The program is only $49 through 8 p.m. on Wednesday, June 11, 2008 -- a real deal, considering that just one publicity placement could lead to thousands of dollars in sales. You can get more information here: http://www.profcs.com/app/?Clk=2437249.

FEATURE ARTICLE:

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. Your consumer is a moving target.

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. You have to get your customer to pick up your product first before they will buy it.

Here are 5 questions you must answer that will help you determine whether your product packaging will sell.

1. Who is your core consumer?

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” or the mechanism to speak human is one of the most important attributes of your product packaging.

Your product packaging must connect with your core consumer on multiple levels. Before you can sell anything you need to understand who they are.

2. What is the competitive environment for your product packaging?

So start your analysis by viewing your package from the eyes of the consumer. If you are buying it, what's going to compel you to pick it up off the shelf? Or is it just sitting there lost amongst rows of competitive products? Think in terms your package calling out to you I'm here "buy me, buy me." Does your product do this? If not, your package isn't doing its job by persuading a consumer to purchase your product.

3. How does your consumer shop?

Do you know your customers current buying trends? Several years ago, we went through the supersized phase. There are still a lot of supersized packages; however, buying trends are changing to smaller sizes in general. To package smaller does not mean less profit, in many cases it means more. Consumers are willing to pay a premium for convenience, ease of use and a smaller quantity. Remember the three premium baking potatoes in a package cost almost the price of a 5 lb bag. If you live with just one other person, do you really need 5 lbs of potatoes?

Your package has to marry with your consumers lifestyles. If you don't know what that is then you can never develop the right product packaging that will appeal to them.

4. What is your packaging's USP- Unique Selling Proposition

70% of purchasing decisions are made in the store. And the decision whether to pick up your package or not is made in 2.6 seconds. That’s a few seconds of retail sensory overload that is going to determine whether or not your product will sell. So, your package better have the RIGHT message geared towards the RIGHT audience.

Convey 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 they are thinking, “What is this product going to do for me?” You know, WFFIM. That is the What’s in it for Me consumer?

If you don't know the answer then your product will never connect with your core consumer.

5. What are the consumer hot buttons that your packaging must reflect?

In addition to environmental concerns consumers are concerned about labeling and product security. People are reading labels AND scrutinizing them.

What it says on that label will influence whether they buy your product or not. The point being is that any high profile package or product will be looked at thoroughly by consumers. What you tell them better be the right message and true.Watchdog groups abound and they are on the lookout for your product to make a mistake. Whether they deem you are marketing to an inappropriate market (EX: Spykes marketing liquor to children) or that your packaging isn't telling the whole truth (Ex: McDonald's and all the other fast food companies and fat content), it's sure to become newsworthy and in the worst case scenario could seriously impact your business.

What about product security and integrity? Given the rash of recent product recalls (for a variety of reasons) product security has become paramount. States could enact legislation or at the very least mandate that your product packaging has a tracking device. Now this is not the same as RFID; similar but not the same. The latest devices allow you to track products all the way back to the field it was grown in and it provides a track back for every step along the way.

Could a product recall put your business in jeopardy?

All these questions need to be answered and not just with the initial package design, its an ongoing process. As I mentioned at the beginning the consumer is a moving target and your package has to move along with them in the right direction. Be sure the consumer you are trying to capture continually receives the right message.

Keeping updated on the latest packaging issues and trends is easy. That's what I do keep abreast of packaging trends technology and innovation so you don't have too. Its all in my weekly newsletter Packaging News You Can Use. You may get a complimentary subscription to Packaging News You Can Use at PackagingDiva.com

Connect with me On LinkedIn
http://www.linkedin.com/in/packagingdiva
Or follow me on TWITTER at PackagingDiva
Regards,

JoAnn Hines
Packaging Diva
All Packaging All Of The Time

Packaging Learns How To Talk To Consumers

2008-05-18T14:07:00.000-07:00

Information overload. We see over 3,000 advertising messages a day. It takes less than 2.6 seconds to make a purchasing decision at retail so why would anyone buy your product over the all competition? JoAnn Hines The Packaging Diva say you will find how packaging can talk and influence the consumer purchasing decision at the World Tea Expo, May 30 at Mandalay Bay, Las Vegas, NV in her session Does Your Packaging Speak Human? http://www.worldteaexpo.com/2008/CoreConference/Packaging.html

You will learn the insiders’ secrets of "human speak" and how to connect your product to your consumer though packaging.

By the end of this session you will be able to:

Effectively influence the consumer.

Recognize how “warm and fuzzy” translates into more sales.

Identify how you can “connect” to consumers.

Understand what turns off customers.

Recognize the knowledge necessary to hear your package and see your product through the eyes of the consumer.

This session is in the core conference program designed for tea room owners, coffee shop owners, retailers, food service professionals spas and grocers. The presenter Ms. Hines is a packaging consultant with more than 30 years global packaging experience and expertise. She has a comprehensive command of the power of branding, design and merchandising on packaging and how it can influence the consumer to buy, or NOT. She has traveled the world speaking on packaging trends and technologies and was invited to speak at the White House on US packaging innovations and how that could translate into business opportunities with China

Do you need to know who has the latest concepts in packaging innovation? The Diva knows - that's what she does-track packaging trends and innovation and how it is going to impact your business. Get connected with JoAnn Hines Packaging Diva on her website http://packagingdiva.com or by phone 1-678-594 6872.

This presentation is proudly sponsored by Planet Canit specializing in distinctive, upscale, customized tin packaging that supports our clients' branding initiatives, their marketing strategies, and their bottom-line sales growth targets. From our products and services to our people and perspective, Planet Canit succeeds by acting and doing things that are Beyond the Box ™ http://planetcanit.com/ and Baer Design http://baerdesign.com/ - Brand Identity, Naming and Package Design. Simply put: We do brand and corporate ID. Our team of veteran designers, seasoned brand-architects, copywriters and photographers has been creating memorable brands for over ten years. We’ve done award-winning work on everything from technology to tea.

Regards,
JoAnn Hines
Packaging Diva
All Packaging All Of The Time

REAL WORLD INVENTING

2008-05-18T14:00:00.000-07:00

Please join me at this special event REAL WORLD INVENTING.

How is your invention coming along? Are you finding the process easy? Are you getting through to retail buyers? Have you earned the kind of income you could only dream of because your product is at your nearest retail store everywhere in the country?If your answer is NO...then I have something just for you.

This seminar is a great way to get started so you can reach the next step, break through the obstacles, and make your dreams come true.You will feel empowered to keep pushing your invention forward with your ideas.

I am pleased to announce from my colleague Jim Debetta...REAL WORLD INVENTING
The myths and realities of how to bring your idea to lifeReal World Inventing is a step-by-step encounter with the myths and realities of every area of the inventing process where you will be able to develop your strategic plan of action to bring your product to market easier, faster, and less expensive.

You will learn: The proven steps for successful product development

How to save BIG money by doing it right the FIRST TIME - don't waste another dollar!

The facts and fiction about inventing and why so many people fail- it is not what most people think!

What you absolutely MUST KNOW in order to develop your product the RIGHT WAY

The TRUTH ABOUT LICENSING and what you need to know to get a licensing deal

How to get your products on the shelves of major retailers and make money doing it

And a whole lot more!

Are you ready to turn your ideas into reality?

Just click on the link and register TODAY!!
For just $99, come out and spend Saturday, June 14th, with Jim and he will help guide you through the steps to bring your product from your imagination to the retail market place. He's excited to teach you the secrets and help you sell millions of dollars of products to retail giants such as: Target, Radio Shack, Sears, Michaels's, Cabelas, Home Shopping Network, Discovery Channel Stores, Bed Bath and Beyond, Costco and many others.

If you would like to know more about Jim, please go to http://www.jimdebetta.com/about.php for more information.You have 72 hours to purchase your ticket, worth $300, for only $99 before he sends this out to the inventing community.

Register @http://www.MyMarketingCart.com/app/?af=780320
Be sure and enter promotional code PackagingDiva for a special report "Packaging Your Invention To Sell" a $15 value.

I sincerely hope you join Jim and me on Saturday, June 14, 2008 at the Sheraton Galleria - Atlanta! I am looking forward to seeing you at the event!

Regards,
JoAnn Hines
Packaging Diva
All Packaging All Of The Time

Everything You Need To Know About Packaging Soap

2008-05-09T06:58:00.000-07:00

Now available this special report about everything you need to know about packaging soap.

Got Soap? How To Package It Simply, Effectively And Within Budget by JoAnn Hines Packaging Diva

Whether you plan to sell on the Internet or in a retail outlet, do you know the one thing that you need to know to ensure your products success? You guessed it, THE PACKAGE. I know how hard it is to have a great idea or product, and then to have to dig through mounds of information to learn how to package it. The information you need to know to get it right is overwhelming.

Packaging is complicated, one mistake and you could be back to square one. When that happens, unfortunately you may have lost a lot of money in the process. So, it pays to do it right the first time and understand the problems before they become insurmountable. That's why I have created my special report presented at the Soapmaker's Convention April 29 in Burlington VT, “Got Soap? How To Package Your Products Simply, Effectively And Within Budget.”

So don't wait till its too late. Packaging is a complex equation. It IS the sales person. It IS your brand. It IS your company and if you haven't given it the consideration it deserves it will fail or most certainly not live up to its expectations.

Order this insightful 17 page report now at http://packagingdiva.com

Packaging Issue Of The Day

2008-04-18T09:15:00.000-07:00

To use or not to use the #7 Bottle?

Watch the clip from The Today Show titled “Are plastic bottles safe?” here: http://today.msnbc.msn.com/id/3032633/

The question now is, how will the plastics industry respond to this?
JoAnn Hines, Packaging Diva and Executive Director of Women In Packaging explained it this way. “Two companies, Nalgene and Brita, have developed an entire marketing campaign around refilling your water bottle to save the environment, touting it as a solution to the water bottle sustainability issue. When I mentioned this at the Best Practices Summit, several people came up to me afterwards and asked me about the chemical leaching issue. Now there’s this exposé. Who’s right and what’s a poor consumer to do if we can’t use or reuse water in plastic bottles?”

Latest Responses on BPA
Report Finds Potential Health Hazard in Plastic
http://www.npr.org/templates/story/story.php?storyId=89695229&ft=1&f=2

More stores pull bisphenol A plastics from shelves
http://www.cbc.ca/canada/british-columbia/story/2008/04/17/bisphenola-stores.html

VI Letter to NBC Producers Attacks Misinformation in Today Show Reports
http://www.vinylnewsservice.com/

Got Soap? How To Package It Simply, Effectively And Within Budget

2008-04-04T08:24:00.000-07:00

Kennesaw, GA 30144

April 4, 2008

Whether you plan to sell on the Internet or in a retail outlet, do you know the one thing that you need to know to ensure your products success? You guessed it, THE PACKAGE. I know how hard it is to have a great idea or product, and then to have to dig through mounds of information to learn how to package it. The information you need to know to get it right is overwhelming.Packaging is complicated, one mistake and you could be back to square one. When that happens, unfortunately you may have lost a lot of money in the process. So, it pays to do it right the first time and understand the problems before they become insurmountable. That's why I have created my special workshop to be presented at the Soapmaker's Convention April 29 in Burlington VT, “How To Package Your Products Simply, Effectively And Within Budget.”

I'm very proud of my two program sponsors: Marlo Brands who delivers beautiful and fine quality purse holders and handbag accessories under the Pavina product line. To learn more about Pavina, please visit www.pavinastore.com and The Packaging Chic - Sharon Eucce who partners with startup and existing brands to present and sell their product in an upscale manner through high quality packaging including folding cartons, rigid boxes and litho laminated solutions. She represents Utah Paperbox of Salt Lake City, UT. Visit www.packagingchic.com.

More details about this workshop and other Packaging Diva events can be seen on The Packaging Diva website http://packagingdiva.comSo don't wait till its too late. Packaging is a complex equation. It IS the sales person. It IS your brand. It IS your company and if you haven't given it the consideration it deserves it will fail or most certainly not live up to its expectations.

Need to know who has got the latest concepts in packaging innovation? I know, that's what I do-track packaging trends and innovation and how it is going to impact your business. Get connected with me JoAnn Hines Packaging Diva at my website http://packagingdiva.com or by phone 1-678-594 6872.

PackagingUniversity.com
4290 Bells Ferry Rd. Suite 106-17
Kennesaw, GA 30144

Sustainable Packaging Reality Check

2008-03-26T12:39:00.000-07:00

Kennesaw, GA 30144

March 26 2008

Do you understand the realities of sustainable green product packaging? Are you confused by all the packaging products touting green and environmentally friendly packaging? Do you think you are doing the right thing by choosing sustainable packaging materials or companies that use them? Does "green" really influence the consumers purchasing choice of products or is it just another buzz word?

There has been a significant increase in the use of environmental claims in product marketing, including “green” claims concerning product packaging. Everyone has a different spin on what they think the consumer wants and needs. Sellers and marketers are using terms such as recyclable, biodegradable, sustainable, compostable, or refillable and so on, to claim that their packaging is "green". When such claims are used to sell products, consumer perception and substantiation issues may arise. So what's the reality here and does the consumer really understand these claims or even care?

In my report Sustainable Packaging — From “Green” to “Great” I explore what really works in the world of sustainable packaging innovation from the eyes of the consumer. Learn how you can take innovative best sustainable practices and incorporate them into your brand. Find out what is "packaging greenwash' and why it could seriously impact your business or alienate your customer.So learn to separate fact from fiction with a green reality check or what you don't know make come back to bite you in the you know what if you don't read my report.

Sustainable Packaging — From “Green” to “Great” can be ordered through the packagingdiva.com web site along with other targeted packaging reports.

JoAnn Hines the Packaging Diva is a professional speaker on consumer packaging trends and product branding. This special report is one of many focusing on the latest packaging trends and its impact on consumer purchasing behavior.

JoAnn Hines
Packaging Diva
PackagingUniversity.com
4290 Bells Ferry Rd. Suite 106-17
Kennesaw, GA 30144
Phone : 678-594-6872

Soap Guild Packaging Diva Coaching Special

2008-03-06T07:30:00.000-08:00

Got packaging problems? Let's fix them now with JoAnn Hines the Packaging Diva up close and personal!!

Why Me? I've helped thousands of businesses just like yours package their products to sell and avoid packaging pitfalls too. Whether you want a packaging makeover or just plain advice, spend an hour with me and get your packaging problems resolved. You can bring your products, your samples or just an idea for review.

Get me the #1 consumer product packaging expert on your team for half of my normal fee.
At this very special conference rate of $100 per hour, I'm only accepting ten reservations on a first come first serve basis. To schedule an appointment or check availability call 608-536-3943 or email my assistant Janet Kypke janetkypke@teamdoubleclick.com.

Due to the limited number of openings all appointments must be made and paid in advance via credit card or paypal and is only available at the conference on these dates April 28-30th.

http://www.soapguild.org/industry/conference2008.php

Consider Yourself Warned About Packaging Greenwash

2008-03-06T07:27:00.000-08:00

Confused by all the packaging products touting green and environmentally friendly packaging? Do you think you are doing the right thing by choosing sustainable packaging materials or companies that use them? Does "green" really influence your purchasing choice of products or is it just another buzz word?

There has been a significant increase in the use of environmental claims in product marketing, including “green” claims concerning product packaging. Everyone has a different spin on what they think the consumer wants and needs. Sellers and marketers are using terms such as recyclable, biodegradable, sustainable, compostable, or refillable and so on, to claim that their packaging is "green". When such claims are used to sell products, consumer perception and substantiation issues may arise. So what's the reality here and does the consumer really understand these claims or even care?

In this report I explore what really works in the world of sustainable packaging innovation from the eyes of the consumer. Learn how you can take innovative best sustainable practices and incorporate them into your brand. Find out what is "packaging greenwash' and why it could seriously impact your business or alienate your customer.

So consider yourself warned about "packaging greenwash". What you don't know make come back to bite you in the you know what if you don't read my report.
Sustainable Packaging — From “Green” to “Great” can be ordered through the packagingdiva.com web site along with other targeted packaging reports.

JoAnn Hines the Packaging Diva Is a professional speaker on consumer packaging trends and product branding. This special report is one of many focusing on the latest packaging trends and its impact on consumer purchasing behavior.

Regards,
JoAnn
Packaging Diva
All Packaging All The Time

JoAnn Hines (The Packaging Diva) work is featured in Package Design magazine, Shelf Impact, Webpackaging and many other packaging portals and magazines. In the months of Sept. and Oct. her packaging commentary was used in Chicago Tribune (2), Entrepreneur Magazine and Cision. She is recognized as one 50 most influential packaging leaders in the 20th Century and is the founder of Women In Packaging http://www.womeninpackaging.org/

Bad Things Happen To Good Packaging

2008-02-17T07:54:00.000-08:00

Bad Things Happen To Good Packaging
by JoAnn Hines Packaging Diva
Packaging News You Can Use

Tip Of The Week
Issue #1294 - Feb 15, 2008

http://packaginguniversity.com/

http://packagingdiva.com/

http://packagingbootcamp.com/

http://packagingcoach.com/

http://doityourselfpackaging.com/

http://packagingyourinvention.com/

IMPORTANT MESSAGE:
I'm still working on my email problem so please bear with me while I get it all sorted out. If you are missing a response from me be sure and let me know. If you get an email twice let me know that too please

UPCOMING EVENT ON SUSTAINABILITY:

Sustainable Packaging Event Set for Feb. 26
Join me JoAnn Hines, “The Packaging Diva,” in exploring what really works in the world of sustainable packaging innovation. Find out how you can take innovative, best sustainable practices and incorporate them into your brand. Hines is one of three presenters in the Retailing Today-sponsored program, “Best Practices in Sustainability: Top Trends, Tips and Takeaways from Thought Leaders in Green Retailing,” which will occur Feb. 26 from 6:30-9:30 a.m. at the Embassy Suites, in Rogers, Ark. The seminar agenda includes:

•Exclusive Consumer Study: What is “Green,” and Who Cares? Understanding how responsive (or unresponsive) today’s consumer is to the latest in green’ merchandising and marketing by Art Angel, research director for Leo J. Shapiro & Associates.

•Sustainable Packaging — From “Green” to “Great.” Hines offers her perspective on what it takes to maximize the appeal of green packaging.

•Ten to Watch: Best Practices in Green Retailing. This virtual tour of 10 retailers at the cutting edge of sustainability is presented by Tim Craig, editor-in-chief/associate publisher of Retailing Today.

For more information and to register, visit www.retailingtoday.com/beyondbentonville/index.aspx.

If you cannot attend and want to order the post show report email me please for details.

FEATURE ARTICLE:

Bad Things Happen To Good Packaging by JoAnn Hines Packaging Diva

Last week, I got a call from Japan News reporting here in the US. They wanted to know what was happening regarding the use of the words "China Free" on product packaging and labeling. The plans were for a big expose of "contaminated" products coming out of China. I'm sure you have seen the news and are concerned about possible contaminates. But what about the consumers’ perspective? A negative ground swell of public opinion could dramatically influence your product sales if it’s coming out of China.

That's a bad thing and it could happen to your product.

Consumers are taking an interest in product packaging, how much, how to dispose of it where it’s coming from and how much strain is it putting on the environment? It’s hard to anticipate the voice and power of the consumers. Once an issue becomes mainstream in the media it could be detrimental to your sales. The fact is that most consumers haven't a clue as to the role packaging has to play in getting a product to the stores. All they know is the negative implications of "bad, bad" packaging.

Think about the holidays and all the spin over "wrap rage." Reporters are still writing about it on a weekly basis. What if they pick your packaged product to rage about? Will you be prepared to face the onslaught?

Many times these packaging issues come out of the blue. Remember the aseptic ban on Juice Box packaging in Maine? It has since been repealed, but it came out of nowhere and was the result of consumer misinformation. Or what about the aerosol can ban in Chicago? I remember that one well as I had a client that manufactured spray paint at the time.

Bans can happen overnight taking the product manufacturers unaware with a serious impact on their business. Look at what is happening to plastic bags and the bans in various communities and the replacement of the T-shirt bag with reusable alternatives. I remember when the t-shirt bag was invented and the latest rage in the supermarkets, now its well on its way to becoming obsolete. Pity the plastic bag manufacturer.

Similar circumstances could happen to your product and its packaging. Another hotly contested issue is the use of plastic water bottles (by the way bottle water sales has outstripped that of soda.). This battle is far from over. In fact, I will be addressing some of the packaging alternatives in my upcoming presentation Sustainable Packaging “From Green to Great” before the Wal-Mart crowd in two weeks.

The point is that sometimes you can't ascertain what issue will stir the consumer into a frenzy about your packaging. You can, however, understand the issues that consumers are concerned about. In recent cases, it is mainly the environment. It’s hot and getting hotter. So, it’s imperative that you give some thought to your product and how it’s currently packaged. Is it likely to be an issue of contention? For example, if you are providing a natural or organic product is your packaging "natural" too? Sometimes there are no alternatives."Green" product packaging is in its infancy and there are some examples that aren't really "green."

The bottom line is that it’s going to be all about the consumer perception and how well your "green" product packaging integrates with your brand. I have already learned of some examples where CPG companies thought they were solving the environmental issue only to be perceived by consumers as spouting "packaging greenwash." You may think your packaging is "good" only to have it bashed by the consumer. It’s all in the eyes of the beholder. So in reality, bad things can happen to good packaging despite your best efforts.

Need to know whose got the latest concepts in packaging innovation? I know that's what I do-track packaging trends and innovation and how it is going to impact your business. Get connected with me JoAnn Hines Packaging Diva at my website http://packagingdiva.com or by phone 1-678-594 6872.

PACKAGING GREENWATCH:

What does it mean to go greenLa Vista Sun - Papillion,Ne,USAWhen shopping, the website suggests that people look for items that have minimal packaging. Many items come wrapped in packaging that is made from petroleum ...
http://www.lavistasun.com/site/tab8.cfm?newsid=19204557&BRD=2712&PAG=461&dept_id=557010&rfi=6

Expo Notes: FastTrack makes it easier being greenMacworld - San Francisco,CA,USAThe company has heard from people in the entertainment business who are working on coming up with more environmentally-friendly packaging for DVDs, ...
http://www.macworld.com/article/131726/2008/01/fasttrack.html?t=104

Food Chains Take Lead in Conscious-ConsumerismOak Brook Business Ledger - Oak Brook,IL,USA... total waste outputs, limiting excess packaging and reducing energy consumption. “At Whole Foods each individual is empowered to be green,” said Kwiatt. ...http://www.thebusinessledger.com/Home/Archives/CommentaryViewpoints/tabid/86/newsid415/224/Food-Chains-Take-Lead-in-Conscious-Consumerism-/Default.aspx

Compostable tray devised for meat packagingPackWire.com - Montpellier,FranceIn a further boost to the packaging's green credentials, Biopak claims that the secondary packaging used to transport the trays is also biodegradable, ...
http://www.packwire.com/news/ng.asp?n=82700-biopak-meat-tray-polylactic-acid

Promoting your firm's 'green side' can pay off bigAugusta Chronicle (subscription) - Augusta,GA,USAIf your packaging is made from recycled paper, then say so. If your company has reduced energy costs, then brag about! Making fuzzy claims, however, ...
http://chronicle.augusta.com/stories/012808/yrb_185203.shtml

Poly-Pak unveils green packaging programmeLaundry and Cleaning News - Sidcup,England,UKPoly-Pak Industries has unveiled an environmental packaging programme designed to help US retailers become more environmentally responsible. ...http://www.laundryandcleaningnews.com/story.asp?sectionCode=138&storyCode=2048458

PACKAGING DIVA'S PICKS OF THE WEEK:

Past times in a packageEast Herts Herald 24 - Stevenage,Engalnd,UKThey are mostly 20th century advertising tins and well-known brands but people don't always recognise the old packaging. "People like to be able to connect ...

http://www.herald24.co.uk/content/herald/news/story.aspx?brand=EHHOnline&category=NewsEastHerts&tBrand=herts24&tCategory=newsehhnew&itemid=WEED30%20Jan%202008%2012%3A58%3A36%3A227

33rd Annual Graphics of the AmericasWhat They Think - Lexington,KY,USAHowever, what few people realize is that counterfeit packaging is a $700-billion-a-year problem, with at least $350 billion attributed to bogus print, ...http://members.whattheythink.com/home/080207rromano.cfm

New Ideas for Old People: 157 Packaging Design ConceptsCore77.com - New York,NY,USAThe goal was not to find specific packaging solutions for older people but to create attractive solutions that work for all generations aka universal ...
http://www.core77.com/blog/object_culture/new_ideas_for_old_people_157_packaging_design_concepts_8863.asp

JoAnn Hines

Packaging Diva

All Packaging All Of The Time

I package people, products and services. Get started in the right direction by visiting any one of my websites for free advice, articles or just plain help. You can ask a question to a packaging expert too, list your packaging request, subscribe to my complimentary newsletter Packaging News You Can Use or just visit my website to ask me your packaging question. I *will* find your perfect packaging solution!

Personal Website: http://packagingdiva.com/

Corporate Website: http://packaginguniversity.com/

Packaging Help: http://packagingcoach.com/

Packaging Valentine's Day for Profit

2008-02-11T09:21:00.000-08:00

Packaging Valentine's Day for Profit.
by JoAnn Hines Packaging Diva
Packaging News You Can UseTip Of The Week
Issue #1293 - Feb 8, 2008

http://packaginguniversity.com/

http://packagingdiva.com/

http://packagingbootcamp.com/

http://packagingcoach.com/

http://doityourselfpackaging.com/
http://packagingyourinvention.com/

IMPORTANT MESSAGE:
My computer had a major meltdown last week so if you are missing a response from me be sure and let me know.

UPCOMING EVENT ON SUSTAINABILITY:
Sustainable Packaging Event Set for Feb. 26

Join me JoAnn Hines, “The Packaging Diva,” in exploring what really works in the world of sustainable packaging innovation. Find out how you can take innovative, best sustainable practices and incorporate them into your brand. Hines is one of three presenters in the Retailing Today-sponsored program, “Best Practices in Sustainability: Top Trends, Tips and Takeaways from Thought Leaders in Green Retailing,” which will occur Feb. 26 from 6:30-9:30 a.m. at the Embassy Suites, in Rogers, Ark. The seminar agenda includes:

•Sustainable Packaging — From “Green” to “Great.” Hines offers her perspective on what it takes to maximize the appeal of green packaging.

For more information and to register, visit www.retailingtoday.com/beyondbentonville/index.aspx.

If you cannot attend and want to order the post show report email me please for details.

FEATURE ARTICLE:Packaging Valentine's Day for Profit By JoAnn R. Hines, Packaging Diva

Holidays are a great time to market new packaging innovations. Consumers look for that special something to celebrate the occasion and prowl the isles for that unique gift that means you are special to someone. Valentine's Day is one of the best holidays because it’s emotionally connected to the heart; and the heart is at the crux of what connects product packaging to consumers. If your product packaging cannot "connect" to the consumer, then it will never make its way out of the door.

So what is the emotional connection that says to consumers “buy me or pick me up for a closer look”? Pulling at consumer heart strings can be accomplished in numerous ways. Remember those "E" words I often write about (evoke, engage, emotion). How can you capture that essence in your product packaging?

However you reach out to your consumer it needs to be something unique and beyond the ordinary. It could be a clever new design, shape or in the case of chocolate, trade on the packaging innovation of "chocolate smells packaging. I recently cam across some very unusual "packaged" Valentines:one was a lucite keepsake container and one was in deep purple. So much for pink and red.

By the way, did you know that vanilla is the number one fragrance that appeals to men? This may be attributed to remembering to all those homey smells, apple pie, and mom. So why not utilize a vanilla smelling package to appeal to that man in your target market? "Connecting" to the consumer (whether man or woman) is paramount in getting them to buy. I'm amazed at the success of vanilla soaps and shampoos. That translates that into opportunities for product packaging innovation.

In any case, your product needs to be more than just the typical Valentine's Day product packaged in red or in some cases pink with a big bow and cellophane. (That is so passé.) I received a great package of chocolate from Noka Chocolate. Surprisingly, it was packaged in black. The packaging was a great concept too. Not only was it an elegant package but after the chocolate is gone, long before Valentine's Day in my case, the box is designed to be saved and reused as a keepsake holder. Hitting emotionally on two fronts "saving the environment" (packaging trend for 08) because I'm not throwing it away and by giving me something to reuse in a "meaningful" way (not just as junk). It got my interest and a mention here as a company that put a lot of thought into their product packaging. (By the way, if you're packaging diamonds, be sure and send some my way for a product review tee, hee.)

However you evoke, engage or emote the consumer it’s important to look for ways to distinguish yourself from your competitor’s product. Can your product packaging piggy back off a cause that lends itself well to the heart? It just so happens that the American Heart Association, has made February Go Red for Women month. There are myriad's of ways to make a "heart" connection with Valentine's Day. Obviously "red" anything will work, but last year I wrote about companies that were missing the opportunity to capitalize on chocolate: Missing the health connection to buying chocolate not as an indulgence but as a necessary component to a healthy life. This year it seems that a few companies have taken notice in their product offerings. Healthy is "in." Just look what is happening to trans-fats.

The important thing to take way from this article is how you can turn Valentine's Day into a profitable opportunity to package your products. It’s a holiday when participants expect to get or give something special. As a result, consumers are ready and willing to spend money on that unique item that shows them or their loved one that they are a special person in the giver’s life. Accomplish that with your product packaging and you will have a winner -- and a heartily profitable one too.

NO GREEN OR PACKAGING PICKS THIS WEEK

Regards,
JoAnn Hines
Packaging Diva
All Packaging All Of The Time

Personal Website: http://packagingdiva.com/

Corporate Website: http://packaginguniversity.com/

Packaging Help: http://packagingcoach.com/

Best Practices In Sustainability - Sustainable Packaging From Green To Great

2008-01-29T09:00:00.000-08:00

Best Practices In Sustainability - Sustainable Packaging From Green To Great

I know this is a topic of great interest to you.

Join me at Best Practices In Sustainability Top Trends, Tips and Takeaways from Thought leaders in green retailing Tuesday, February 26, 20086:30-9:30 am – Embassy Suites, Rogers, AR
I will be presenting Sustainable Packaging – From ‘Green’ to ‘Great’:A unique perspective on what it takes to maximize the appeal of green packaging. by JoAnn Hines, “The Packaging Diva”
http://www.retailingtoday.com/beyondbentonville/index.aspx

If you can't attend but are interested in the post show report email me back for details.

JoAnn Hines
Packaging Diva
All Packaging All Of The Time

I package people, products and services. Get started in the right direction by visiting any one of my websites for free advice, articles or just plain help. You can ask a question to a packaging expert too, list your packaging request, subscribe to my complimentary newsletter Packaging News You Can Use or just visit my website to ask me your packaging question. I *will* find your perfect packaging solution!

Personal Website: http://packagingdiva.com/
Corporate Website: http://packaginguniversity.com/
Packaging Help: http://packagingcoach.com/

10 Easy Packaging Improvements For More Sales In 08.

2008-01-25T12:05:00.000-08:00

10 Easy Packaging Improvements For More Sales In 08.
by JoAnn Hines Packaging Diva
Packaging News You Can UseTip Of The Week
Issue #1292 - January 25, 2007
http://packaginguniversity.com/
http://packagingdiva.com/
http://packagingbootcamp.com/
http://packagingcoach.com/
http://doityourselfpackaging.com/
http://packagingyourinvention.com/

WANT TO GET MORE EXPOSURE FOR YOUR PRODUCTS AND SERVICES?
I will be speaking at the following and I can "connect" you with these audiences. For more details on sponsorship email me please. B e s t P r a c t i c e s i n S u s t a i n a b i l i t y- Rogers, AK 2/26
http://www.connectingnwa.com/uploadedFiles/08_bbv_sellsheet.pdfSoapmakers Conference - Burlington, VT http://www.soapguild.org/conference.php 4/28-30 World Tea Expo - Las Vegas, NV http://worldteaexpo.com/ 5/30

FEATURE ARTICLE:

10 Easy Packaging Improvements For More Sales In 08 by JoAnn Hines Packaging Diva

Well, we are into the New Year and everyone is making resolutions on how to improve in 08.
In fact I just provided some easy packaging resolutions that you CAN keep. It's time to seriously think about your product and it's packaging too. Just like we do with our mental, emotional and physical aspects of our lives at this time of year, think about improving, updating or changing your product packaging. You want it to mesh with your consumer wants and needs. Consumers are a moving target and what worked last year may not work in the years to come or something may have changed externally that might influence the consumer such as the move to green and environmentally friendly product packaging.

Here are 10 simple things you can do to ensure your product packaging is on target and delivers the right message to the right audience.

1) Take an honest look at your product packaging. Is it working to your product's best advantage? Are there changes that you have put off making due to lack of time or money? Implement a plan to review one product at a time or a family of products if they are interrelated. An important factor to consider when making any changes is the continuity of the brand. Don't change for change's sake. That only serves to alienate the customer. Keep in mind that old established brands need refreshing too.

2) Give your product packaging to an outsider to review. Ask someone who knows nothing about your product and your packaging to evaluate it. Ask for an honest opinion of what they like or don't like and ask what they think might be missing. Ask them to be objective and honest. Many times product developers get caught up in their own opinions and it's good to get grounded with an outside consumer perspective. NOTE: Be objective about negative opinions. Delve in to the actual reason someone may not like your packaging. Best case scenario hire an expert one who understands packaging and branding intimately.

3) Go to at least five different retail outlets and look for comparable or competitive products and assess their shelf appeal. Is there a particular characteristic that appeals to you? It could be color shape, innovative design. Determine if you think their packaging is better than yours. What stood out in your mind about that particular package? NOTE: You don't want your product packaging to mimic the competition. INSIDERS TIP: Play dumb and ask another shopper to make a decision about which product they like best. Then ask them why they chose that package. Keep in mind you won't satisfy everyone no matter what you do.

4) Step back from your product on the shelf at least five feet. Does your product stand out among the competition or is it awash in a sea of sameness? Is it difficult to distinguish one product from another? Is there a USP (unique selling proposition) that makes your product more interesting or more consumer friendly? Note: Many private label brands trade on brand recognition from the branded product. If your packaging goes that route, make sure you are not copying or infringing on someone else's design or trademarked product packaging. You can't be too careful in this arena as the CPG companies are loosing share to private label products they will be watching for look alikes or copycat packaging.

5) Walk the isles out side your product category. Look for crossover innovations that can be utilized in your existing product. Look for new ways of dispensing a product such as the stick gum that moved into a larger number of pieces and a convenient carry cup holder. An innovative packaging concept that changes what people buy is what you are trying to capture. Think of past innovations that have revolutionized the industry such as reclosable zippers or pre-washed ready to eat produce. Entire markets have been built around these innovations.

6) Review trends and predictions for your industry. Is your product packaging in line with where the industry is going? Is your market moving in a new direction or are outside influences driving what is happening to product packaging? A good example is the current movement toward "green" product packaging. Will this fit your product and where your business is moving? Are you so specialized or in such a small niche that you may be alienating many potential market opportunities?

7) Read from cover to cover at least two industry publications. Pay special attention to marketing case studies or product makeovers. Look for new innovations or ideas that you can incorporate into your existing product packaging. Read the ads too. They always showcase the latest industry innovation. Several publications specialize in telling the story of how companies improved their product packaging. Take their lessons to heart.

8) Subscribe to the industry blogs, e-zines and newsletters relevant to your product. Don't subscribe . . . read them. Pick one or two that you like or that provide pertinent information and discard the rest. There is such a thing as too much information that can either confuse you or make it impossible to make a decision because there is always a new and a better package out on the market. I'm always onthe lookout for good packaging blogs so if you uncover one be sure and drop me a line.

9) Plan to attend at least one industry trade show or conference. There are lots to choose from. If you are looking for packaging insights and innovation sustainability, please be sure to attend B e s t P r a c t i c e s i n S u s t a i n a b i l i t y - Top Trends, Tips and Takeaways from Thought leaders in green retailing.
Tuesday, February 26, 2008, 6:30-9:30 am – Embassy Suites, Rogers, AR
I will be presenting Sustainable Packaging - From ‘Green’ to ‘Great’.

10) Last but not least think about ways to improve your product packaging. Make it easier for the consumer to use, find, carry, store, open, consume or find important information about your product. Some of the simplest innovations can revolutionize an industry though innovative product packaging. Innovation drives the industry with new product offerings and a better way to package existing products.

Whether you can accomplish all ten tasks or just a few, the most important issue is that you decide to move forward one packaging step at a time. Let's face it. Consumers are a fickle bunch. It doesn't take much to turn them off. In fact, you only have 2.6 seconds to turn them on. That is how long you have to persuade them to buy your product and the only way to do that is through compelling packaging. Make some easy improvements this year to increase your sales. Remember, your package is your number one salesperson and once you have lost the opportunity you may never get it back.

Need to know whose got the latest concepts in packaging innovation? I know that's what I do-track packaging trends and innovation and how it is going to impact your business. Get connected with me JoAnn Hines Packaging Diva at my website http://packagingdiva.com or by phone 1-678-594 6872.

PACKAGING GREENWATCH:

Advisory Board: Go on green
MMH.com - Newton,MA,USAAn SCE package can provide precise measurement of the materials consumed or used in handling, packaging, and shipping products. ...
http://www.mmh.com/article/CA6515563.html?industryid=48537

Being green is still vital in 2008
Denver Post - Denver,CO,USABuy items with less packaging, or with recyclable packaging. Support local farmers and producers. The shorter the distance a product travels to get to you, ...http://www.denverpost.com/headlines/ci_7865892

Make green resolutions for 2008
Jacksonville Daily Record - Jacksonville,FL,USASlash the packaging — Buying food and other products in reusable or recyclable packaging can reduce carbon dioxide emissions by 230 pounds a year. ...http://www.jaxdailyrecord.com/showstory.php?Story_id=49182

3 On Your Side: Green Labels
CBS 3 - Philadelphia,PA,USAThe next term is recyclable, which means the packaging is recyclable. "There are some terms that you will see on the labels that we feel really don't matter ...http://cbs3.com/seenon/3.on.your.2.623308.html

To Be Green, Prepare to Spend Some Green
SavingAdvice.com - Kirkland,WA,USACreating a greener product requires new formulas, new packaging, and extensive testing. A manufacturer may also have to retool their manufacturing process ...
http://www.savingadvice.com/blog/2008/01/05/101991_to-be-green-prepare-to-spend-some-green.html

PACKAGING DIVA'S PICKS OF THE WEEK:
WA bill ‘unreasonably targets’ bottled water, IBWA says
Water Technology Online - Latham,NY,USAThe IBWA noted in its statement that plastic beverage bottles are “among the most recycled packaging in this country and beverage companies continue to ...
http://www.watertechonline.com/news.asp?N_ID=69035

Dead Sea men's range combines naturals and science
CosmeticsDesign-Europe.com - Montpellier,FranceConsequently the packaging features a sleek, no-nonsense design that also includes no unnecessary secondary packaging, falling in line with consumer desire ...http://www.cosmeticsdesign-europe.com/news/ng.asp?n=82701-dead-sea-healthcare-skin-care-male-grooming

The Latest Emerging Gadgets and Technology
HULIQ - Hickory,NC,USAGadgets to look forward to include a transparent toaster and milk packaging that changes colour. Why would you want to see milk package change colours? ...
http://www.huliq.com/47732/latest-emerging-gadgets-and-technology

You're going to need a big shelf
Macleans.ca - Toronto,Ontario,CanadaThe first brilliance-in-branding award of 2008 goes to Oregon Pinot Noir winemakers, freshly anointed by Riedel, the Austrian glass-maker fetishized by ...
http://www.macleans.ca/culture/lifestyle/article.jsp?content=20080109_40987_40987

Regards,
JoAnn Hines
Packaging Diva
All Packaging All Of The Time I package people, products and services. Get started in the right direction by visiting any one of my websites for free advice, articles or just plain help. You can ask a question to a packaging expert too, list your packaging request, subscribe to my complimentary newsletter Packaging News You Can Use or just visit my website to ask me your packaging question. I *will* find your perfect packaging solution!
Personal Website: http://packagingdiva.com/
Corporate Website: http://packaginguniversity.com/
Packaging Help: http://packagingcoach.com/

Not Ready For Prime Time Packaging

2008-01-18T07:15:00.000-08:00

Packaging News You Can Use
Tip Of The Week
Issue #1291 - January 18, 2007
http://packaginguniversity.com/
http://packagingdiva.com/
http://packagingbootcamp.com/
http://packagingcoach.com/
http://doityourselfpackaging.com/
http://packagingyourinvention.com/

WANT TO GET MORE EXPOSURE FOR YOUR PRODUCTS AND SERVICES?
I will be speaking at the following and I can connect you with these audiences.
For more details email me please.

Beyond Bentonville - Rogers, AK 2/26
http://www.connectingnwa.com/uploadedFiles/08_bbv_sellsheet.pdf
Soapmakers Conference - Burlington, VT
http://www.soapguild.org/conference.php 4/28-30
World Tea Expo - Las Vegas, NV http://worldteaexpo.com/ 5/30

MESSAGE FROM THE PACKAGING DIVA:
You asked for it -- and you got it! Many of you with product companies have told me that you'd love to speak directly to a top person at a Sales Rep firm who sells frequently to Target.I'm excited to announce a tele-seminar with Curtis Wright, of Wright Sweeney Wiencek, a top Sales Rep firm for Target.Curtis will answer your questions on how to sell your products to Target.There are two sessions: Thursday, January 24, 2008, at 4 p.m. Eastern, and Wednesday, January 30, at 2 p.m. Eastern.This complimentary tele-seminar is only available to those who purchased the "How to Sell to Target" report. You can order the Target report here
http://www.profcs.com/app/?Clk=2140850

If you bought the Target report, you will be receiving an e-mail soon with sign-up instructions.

FEATURE ARTICLE:
Not Ready For Prime Time Packaging by JoAnn Hines Packaging Diva

It's 08 - Are your packaged products ready for prime time? Here are a few insightful tips to help you out.There are many packaging issues afloat in the minds of the consumer.We just came off the traditional "wrap rage" cycle that stirs everyone into a frenzy around the holidays. Be aware that it's still an issue to contend with in the minds of the consumer. Clamshells, twist ties and difficult to open packages still get mileage in the media.

Packaging has many detractors. We are getting serious scrutiny from everyone in the realm of environmental sustainability, less packaging, more environmentally friendly packaging, save the earth packaging and so on. Every week I read about a new packaging crusade that is supposed to solve our environmental woes. But I have been researching for an upcoming presentation Sustainable Packaging – From Green To Great. The lack of new packaging innovation to solve the problem is quite distressing. Most of what I am seeing revolves around the same supplier using the same packaging materials. Unfortunately, a lot of it is smoke and mirrors that touts "green" but does not back it up with true sustainable documentation. There are a few good examples of innovation. In researching environmentally friendly lipstick tube examples, the results were woefully inadequate. "Cargo Plant Love Biodegradable Lipstick" was the only company I discover (with a great marketing story I might add).

So, I pose these questions to all product packaging developers. How green are you? Do you want to be? Do your consumers and your target demographic even care whether you are green or not? This is going to be one of the prime time packaging issues in 08 so you better make some serious strides in deciding what you want your product packaging to reflect.

Another key matter will be product security, integrity and product origination. (AKA - The Made in China Syndrome) Currently the Made in China tag is becoming a political hot button. One of the trends I am starting to see is a China backlash. Products made and packaged in China are coming back to the US. Some companies are using China Free on their product packaging as a marketing tool -- and it's helping sales.People are reading labels AND scrutinizing them. What it says on that label will influence whether they buy your product or not. I just read that cloned meat will be coming on the market in a few years. At present, the FDA won't require food makers to label that their products came from cloned animals. ICK!! I'd want to know from the product packaging and, I believe, so would most consumers. The point being is that any high profile package or product will be looked at thoroughly by consumers. What you tell them better be the right message and true.

Watchdog groups about and they are on the lookout for your product to make a mistake. Whether they deem you are marketing to an inappropriate market (EX: Spykes marketing liquor to children) or that your packaging isn't telling the whole truth (Ex: McDonald's and all the other fast food companies and fat content), it's sure to become newsworthy and in the worst case scenario could seriously impact your business.Consumers are fickle. What is a hot issue today may be gone tomorrow. However, in the interim if you are not on target with the right packaging message you may alienate them or force them to buy a competitor's product because your packaging is not sending the right packaging message.

So, before you embark on any new packaging campaign in 08 understand and incorporate into your product packaging what the consumer wants to know about the product. Be sure your packaging is ready for prime time to the right consumer with the right marketing message.
Need to know whose got the latest concepts in packaging innovation? I know that's what I do-track packaging trends and innovation and how it is going to impact your business. Get connected with me JoAnn Hines Packaging Diva at my website http://packagingdiva.com or by phone 1-678-594 6872.

PACKAGING GREENWATCH:

Eco-chic goes face forward with Green Room collection
The Canadian Press - All packaging used for the products is either biodegradable or recyclable. For every product sold from the collection, Smashbox will plant a Moringa tree in ...
http://canadianpress.google.com/article/ALeqM5jJ8FCbEUo846Dwp5l60Zycmw1Avg

The sipping news: Biodegradable packaging for wine bottles
San Francisco Chronicle - CA, USAThe lightweight wrapping is made from Green Cell foam, produced by KTM Industries of Lansing, Mich., and distributed by American Canyon-based Packaging Plus ...http://www.sfgate.com/cgibin/article.cgif=/c/a/2007/12/28/WIT8U496J.DTL

How to reduce your wine's carbon footprint
By Patricia Mayville-Cox Why? The glass bottle weight contributes of course, so alternative packaging can help a bit. But what's the best answer according to Colman? Drink locally-produced wine. Easy enough! Read Permalink Email this Linking Blogs Comments.
http://www.greendaily.com/2007/12/30/how-to-reduce-your-wines-carbon-footprint/

Food Pouch Or Cans? Weighing Green, Taste Factors
Hartford Courant - United StatesIs this kind of packaging less harmful to the environment or just cheaper to make for the seller? Food pouches, which are made from a combination of ...
http://www.courant.com/features/lifestyle/hc-faqman0102.artjan02,0,2515948.story

PACKAGING DIVA'S PICKS OF THE WEEK:

Packaging Products for Interactive Mobile Marketing
Jobwerx - Seattle,WA,USAToday all of this is possible with GPI's Snap2C* packaging products. Real time marketing and communication between brands and consumers is now possible at ...
http://www.jobwerx.com/news/2008/graphic_packaging_news_949634_024.html

Congress Probes Baby Formula Packaging
Forbes - NY,USAPK - news - people ) USA, Abbott Laboratories (nyse: ABT - news - people ) and Wyeth. The chemical at issue has been used to package foods for over 50 years ...
http://www.forbes.com/feeds/ap/2008/01/17/ap4546179.html

derma e® Reveals New Packaging
By Editor Simi Valley, CA (December 18, 2007) /SOAPWIRE/ — derma e® Natural Bodycare, a pioneer in natural skincare products and known for blending powerful antioxidants and beneficial botanicals, has announced a new packaging makeover, ...
http://www.soap-wire.com/2007/12/derma-e-reveals.html

To be removed from this mailing just return the word remove.

I package people, products and services. Get started in the right direction by visiting any one of my websites for free advice, articles or just plain help. You can ask a question to a packaging expert too, list your packaging request, subscribe to my complimentary newsletter Packaging News You Can Use or just visit my website to ask me your packaging question. I *will* find your perfect packaging solution!

Personal Website: http://packagingdiva.com/
Corporate Website: http://packaginguniversity.com/
Packaging Help: http://packagingcoach.com/

JoAnn Hines (The Packaging Diva) work is featured in Package Design magazine, Shelf Impact, Webpackaging and many other packaging portals and magazines. In the months of Sept. and Oct. her packaging commentary was used in Chicago Tribune (2), Entrepreneur Magazine and Cision. She is recognized as one 50 most influential packaging leaders in the 20th Century and the founder of Women in Packaging.

Packaging Resolutions You Can Keep

2008-01-14T11:06:00.000-08:00

Packaging News You Can Use
by JoAnn Hines Packaging Diva
Tip Of The Week
Packaging Resolutions You Can Keep
Issue #1290 - January 14, 2007
http://packaginguniversity.com/
http://packagingdiva.com/
http://packagingbootcamp.com/
http://packagingcoach.com/
http://doityourselfpackaging.com/
http://packagingyourinvention.com/

MESSAGE FROM THE PACKAGING DIVA:The Packaging Diva Now Writes For ThomasNet Industrial Market Trends.... We want you to be informed about what is happening or likely to happen in the packaging industry. In case you missed the December 11, 2007 - Packaging the Holidays Issue of Industrial Market Trends here is the link to read the articles http://news.thomasnet.com/IMT/archives/2007/12/5_things_every_business_needs_to_know_about_packaging_contributed_editorial.html?t=recent

IMPORTANT NOTE: If you missed these recent articles you can request via my website:

I Want More Packaging -- Not Less!!
I Hate Packaging
Is Packaging Innovation The Chicken Or The Egg?

FEATURE ARTICLE:
Packaging Resolutions You Can Keep by JoAnn Hines Packaging Diva
Take a moment to reflect on the past year from a packaging perspective. There were lots of stories in the news about the role packaging plays in our society -- from less packaging to "wrap rage." One thing we have learned is "negative" packaging gets lots of press and in most cases "good" packaging gets none.

Let's think about how we can positively promote our industry and your products in the minds of the consumer for 08. Set your sights on a few resolutions to create a more lasting impression with the ultimate market for your products: the consumer.

First, learn to think like the customer. At one time or another, we all shop. Think critically from that side of the aisle. What annoys you in product packaging? "Wrap rage" dominates the news during the holidays, but what if all the products came damaged and broken? Would those same consumers decry the lack of or improper packaging? You bet!

You may not think "less" packaging is good but what about the consumer? Do they really want less or has this "green" issue been created by the media? I know a lot of companies are jumping on the green bandwagon but are consumers willing to pay the price and do they truly care? It's something to consider before making a wholesale leap into the "green" space.

Step back and think about what product packaging attributes you like and why. Recently, I was interviewed about why marketers insist on changing well-defined and successful product packaging. Consumers don't like when trusted brands have a new look in packaging. So don't get caught up in change for change's sake. Listen to what the customer says about what they want changed in the package or work to fulfill a need.

Try to more clearly understand your target market. Whether it's women, men, boomers or a younger generation it's important to understand what the consumer expects from your product packaging. We always hear about packaging that doesn't work, but what about the packaging that does? How can you take successful packaging innovation and integrate that into your brand?

Does your packaging connect with the consumer in a meaningful way? Here is an example of what I mean by connecting. We all know Elizabeth Taylor and the upscale image she portrays. Remember her White Diamonds campaign? Well, someone persuaded her to endorse a new cologne, Daytona 500. Duh! She went from Diamonds to NASCAR. No consumer can make that leap regardless how well the product is packaged.

Learn from bad packaging examples. There are a plenty of good ideas that went bad for a number of reasons. It could be something totally unexpected. What looks like a good marketing angle turns out to have negative consumer repercussions. Look out for watch dog groups that might be on the attack against your latest marketing concept. You think it's creative -- they think it's bad marketing or at the worst inappropriate marketing.

Learn from good packaging examples. There are so many good examples it's hard to select just a few so I decided to use some from a "hot" packaging category. Liquor. Liquor packaging has undergone a transformation along with the new product offerings. It's not uncommon to find designer packaging along with designer prices. I'll mention two. Diva Vodka complimented with Swarvoski Crystals and Gold Flakes Vodka care to guess what's inside? The point is they have created a distinct point of differentiation through their product packaging. That is the message you need to consider for your products.

Create brand extensions through innovation not simply by adding a so-called new and improved packaged product. Here are examples of two packaging innovations that have crossed over through innovation. Wishbone Salad Dressing typically marketed in a pourable bottle. It has moved into a spray pump application. Spritz a little dressing on your salad. The product fulfills a consumer need to have an easier way for calorie control. Another example is Laughing Cow Cheese in the traditional foil wrapped wedges has moved into a squeeze bottle application to make it easier for portion control and also easier to spread.

Stay on top of industry trends. Every January I predict packaging trends for the coming year so your work is done for you. Review these and incorporate them into your marketing strategy.

Think big picture. One of the most surprising things I read this week was about the most popular web searches on the Internet. Despite the obvious media "superstars" that are popular some of the other "hottest" inquires for name brands are not American. Yes, I know we are brainwashed into thinking that the US is the center of the universe, but this is changing and your packaging better keep up.

The bottom line is whatever the resolution you make for your product packaging remember the consumer is king or queen. Their packaging concerns should resonate with your brand. If they demand things as to your product packaging, resolve to listen to them.

Good packaging resolutions are easy to keep and will reinforce your brand in the eyes of the consumer. Need to know whose got the latest concepts in packaging innovation? I know that's what I do-track packaging trends and innovation and how it is going to impact your business. Get connected with me JoAnn Hines Packaging Diva at my website http://packagingdiva.com/ or by phone 1-678-594 6872.

PACKAGING GREENWATCH:
Single logo green packaging plan - Go Green - AOL Lifestyle Plans to create a single logo for use on recyclable packaging were unveiled. http://lifestyle.aol.co.uk/go-green/single-logo-greenpackaging-plan/article/20071127063809990006

Think carefully about "green" packaging: expertUQ News - Brisbane,Queensland,AustraliaBiodegradable packaging may not be all it's cracked up to be, according to world food packaging expert, Dr Gordon L Robertson, who is also an adjunct ...

http://www.uq.edu.au/news/?article=13644

Green Wombat: green packagingHP's Green Ink: New Packaging to Cut Greenhouse Gas Emissions · Hp_packaging_redesign_image_3_2 It's the small things that count. Hewlett-Packard (HPQ) has ... http://blogs.business2.com/greenwombat/green_packaging/index.html

Stores to face packaging delugeWiltshire Times - UKBy Victoria Ashford PEOPLE are being urged to take action against supermarkets tomorrow by returning excess packaging to stores in a bid to reduce household ... http://www.wiltshiretimes.co.uk/news/latestheadlines/display.var.1888980.0.stores_to_face_packaging_deluge.php

Cadbury launches new products for Easter 2008Talking Retail - Swanley,England,UKFor the first time, specifically for Easter, it will see a significant reduction in packaging as well as an exciting new alliance with the National Trust to ... http://www.talkingretail.com/products/7680/Cadburylaunches-new-products-.ehtml

PACKAGING DIVA'S PICKS OF THE WEEK:Beer, wine 'should have fat and sugar labels'Melbourne Herald Sun - Australia"The strength of support for these measures, even among heavy drinkers, suggests that bringing alcohol packaging into line with non-alcoholic beverage ... http://www.news.com.au/heraldsun/story/0,21985,22894513-5005961,00.html

Salad firm finds success in sports-themed promosTanimura & Antle Inc., Salinas, Calif. did so well during the baseball season with its "Knock One out of the Park for Father's Day" promotion that it's taking a second time up to bat with its newest promotion, "Get a Head in the Game!" Rick Antle, chief executive officer, said in a press release the..... http://www.thepacker.com/icms/_dtaa2/content/wrapper.asp?alink=2007-161158633.asp&stype=topnews&fb=

SCHOTT Secures Research Funding to Improve Glass Packaging for ... PR Web (press release) - Ferndale,WA,USASCHOTT is a technology-driven, international group that sees its core purpose as the improvement of how people live and work through expert solutions in ... http://www.prweb.com/releases/SCHOTT/biotherapeutic_drugs/prweb586481.htm

WANT TO GET MORE EXPOSURE FOR YOUR PRODUCTS AND SERVICES?
I will be speaking at the following and I can connnect you with these audiences. For more details email me please via my website.
Beyond Bentonville - Rogers, AK 2/26 www.connectingnwa.com/
Soapmakers Conference - Burlington, VT http://www.soapguild.org/conference.php 4/28-30
World Tea Expo - Las Vegas, NV http://worldteaexpo.com/ 5/30

Packaging Diva
All Packaging All The Time
If you are seeking packaging expertise, consultation, assistance, design or RFPs, I can help you with your ideas, goals, questions, issues and challenges. I *will* find your packaging solution! Personal Website: http://packagingdiva.com/;
Corporate Website: http://packaginguniversity.com;
Packaging Help: http://packagingcoach.com/;
Packaging Workshop: http://packagingbootcamp.com;
PackagingWorkbook: http://doityourselfpackaging.com
Packaging Your Invention: http://packagingyourinvention.com/

Message From The Packaging Diva

2008-01-04T07:28:00.000-08:00

Packaging News You Can Use
by JoAnn Hines Packaging Diva -Happy Holidays
Issue #1289 - December 20, 2007
joann@packagingdiva.com
http://packaginguniversity.com/
http://packagingdiva.com/
http://packagingbootcamp.com/
http://packagingcoach.com/
http://doityourselfpackaging.com/
http://packagingyourinvention.com/

MESSAGE FROM THE PACKAGING DIVA:
The office will be closed from Dec. 24th - 30. You may contact my assistant Janet Kypke at JanetKypke@teamdoubleclick.com in the interim.

FEATURE ARTICLE:
Because of the holidays there is no feature article this week.
If you missed them, you can request via return email these recent articles:

I Want More Packaging -- Not Less!!
I Hate Packaging
Is Packaging Innovation The Chicken Or The Egg?

Look for new articles after Christmas.

PACKAGING GREENWATCH:
Going 'green' can be a mixed bag for consumer companiesMarketWatch - USABy Anjali Cordeiro Consumer product suppliers are pushing to make their products and supply chains more environmentally friendly in an effort to bolster ...

http://www.marketwatch.com/news/story/going-green-can-mixed-bag/story.aspx?guid=%7B57AA0FE0-AFE4-48E2-B687-F19918DB6291%7D Engineering Green Packaging

Design News - Newton,MA,USABY THIS AUTHOR Food, beverage and consumer product packaging will soon get a whole lot greener. And much of the credit goes to Wal-Mart. ...
http://www.designnews.com/index.asplayout=article&articleid=CA6485773&industryid=43654
A Spotlight on the Green Side of Bottled Water

New York Times - United StatesA. We use less packaging than sodas or other convenience beverages. Nestlé Waters is rolling out Ecoshape, a 12.5 gram plastic bottle that holds half a ...
http://www.nytimes.com/2007/11/03/business/03interview.html_r=1&ref=business&oref=slogin

Lessons Learned on Display at Wal-Mart's Sustainability Summit
RenewableEnergyAccess.com - Peterborough,NH,USAIt can be an engine for innovation in products and packaging, even delivery systems. And it wants to help its tens of thousands of suppliers move in that
http://www.renewableenergyaccess.com/rea/news/reinsider/story?id=50450

THE PACAKGING DIVA'S PICKS OF THE WEEK:

Tesco finds niche in US marketArizona Republic - Phoenix,AZ,USAFor example, Fresh & Easy will not carry cigarettes or products with non-recyclable packaging. All Fresh & Easy buildings will meet energy efficiency ...
http://www.azcentral.com/arizonarepublic/business/articles/1109biz-tesco1110-ON.html

TINS CANNED
Sunday Mirror - UKThey are also more environmentally-friendly as they are made of wood fibre and easier to transport and carry home. It could mark the end of canned food as ...http://www.sundaymirror.co.uk/news/sunday/2007/12/09/tins-canned-98487-20224060/

Calavo Adopts paksense Temperature Monitoring Labels
FreshPlaza - Netherlandspaksense, Inc. announced today that Calavo Growers, the global leader in packaging and marketing fresh and processed avocados and other perishable food ...http://www.freshplaza.com/news_detail.asp?id=12845

Box Making Industry Will Stagnate in 2008At least through 2008 containerboard mills will enjoy full capacity runs to feed Europe, says Fitch Ratings, Chicago. But the market for corrugated boxes will be at best stagnant.
http://www.packaging-online.com/paperboardpackaging/OBM+Breaking+News/Box-Making-Industry-Will-Stagnate-in-lsquo08/ArticleStandard/Article/detail/479664?contextCategoryId=42242

Sears gives PVC the bootModern Plastics On The Web - New York,NY,USA12 that it intends to reduce and phase out the use of polyvinyl chloride (PVC) in its packaging and merchandise. The company, in a statement, ...
http://www.modplas.com/inc/mparticle.phpsection=eweekly&thefilename=eweekly12012007_13

HAPPY AND SAFE HOLIDAYS TO YOU AND FAMILY:

JoAnn Hines
Packaging Diva

WHO IS THE PACKAGING DIVA?I package people, products and services. Get started in the right direction by visiting any one of my websites for free advice, articles or just plain help. You can ask a question to a packaging expert too, list your packaging request or just e-mail me at JoAnn@PackagingDiva.com. I *will* find your perfect packaging solution!

Personal Website: http://packagingdiva.com/;
Corporate Website: http://packaginguniversity.com/;
Packaging Help: http://packagingcoach.com/;
Packaging Workshop: http://packagingbootcamp.com/;
Packaging Workbook: http://doityourselfpackaging.com/:
Packaging Your Invention: http://packagingyourinvention.com/

JoAnn Hines (The Packaging Diva) work is featured in Package Design magazine, Shelf Impact, Webpackaging and many other packaging portals and magazines. In the months of Sept. and Oct. her packaging commentary was used in Chicago Tribune (2), Entrepreneur Magazine and Cision. She is recognized as one 50 most influential packaging leaders in the 20th Century

I Want More Packaging -- Not Less!!

2007-12-14T06:57:00.000-08:00

Packaging News You Can Use
by JoAnn Hines Packaging Diva
Tip Of The Week
I Want More Packaging -- Not Less!!
Issue #1288 - December 14, 2007
joann@packagingdiva.com
http://packaginguniversity.com/
http://packagingdiva.com/
http://packagingbootcamp.com/
http://packagingcoach.com/
http://doityourselfpackaging.com/
http://packagingyourinvention.com/

MESSAGE FROM THE PACKAGING DIVA:
The Packaging Diva Now Writes For ThomasNet Industrial Market Trends....

We want you to be informed about what is happening or likely to happen in the packaging industry. In case you missed the December 11, 2007 - Packaging the Holidays Issue of Industrial Market Trends here is the link to read the articles
http://news.thomasnet.com/IMT/archives/2007/12/5_things_every_business_needs_to_know_about_packaging_contributed_editorial.html?t=recent

FEATURE ARTICLE:
I Want More Packaging -- Not Less!! by JoAnn Hines Packaging Diva

Wow, what a statement! I'm sure I'll be excoriated for this opinion.

But seriously, this is how I make my living. I understand and analyzing how the packaging industry works. It's complicated and it's big business. To be cost effective consumer products companies have been forced to use packaging as an integral part of their marketing campaigns. Remember the salesperson? When was the last time you saw one who actually knew anything about the products inside the store? Selling - that is one job of product packaging. It has to tell the customer all about what's inside the packaging. It helps you make an informed purchasing decision too.

Let me pose another question. When was the last time you bought something in a beat up shopworn, dog-eared package? That's another packaging job -- to protect and secure the product inside (what a concept).

One factor these nay-sayers never consider is who pays for damaged products? You do, the consumer of course! One study says that there is a 20% waste factor in fresh produce that's packaged properly. The detractors say no excess produce packaging! What will be the waste factor with no or limited packaging? And who will absorb this cost? You will again not the package manufacturers or the retailers.

My mind is numb from all the hue and cry about problem packaging: bad packaging, excess packaging, wrap rage packaging, get rid of packaging, leave packaging at the store and so on. This one gets to me too -- stories about how many injuries there are from people trying to open packaging.

Packaging is under attack by the very people who need it the most and understand it the least: The Consumer. I counted no less than 10 stories this week decrying the bane of packaging. But it's true that what is considered excess packaging is in the eye of the beholder. But with media headlines like this how can one not be swayed?
Weekend of action against packaging waste;
Don't fall victim to Wrap Rage this holiday;
Parents urged to fight toy packaging, and don't forget these current trendy buzz phrases: Packaging Hall Of Shame,
Consumer Reports Oyster Awards;
and packaging related accidents.
Yikes! Who wouldn't be on the lookout.

But let's get down to packaging basics. Here are a few packaging factoids you might consider before beginning your annual holiday rant.
True packaging facts
Packaging is the third largest industry in the US;
10% of every dollar spent at retail can be directly attributed to packaging;
The packaging industry employs over a million people;
Food accounts for 70% of all product packaging;
Packaging is a trillion dollar industry;
The US accounts for 25% of the global packaging economy with China closing fast;
The consumer has no idea the role packaging has to play in modern society;
Without a package, you can't have a product (in most cases).

So what is the "packaging" reality here? While researching this article I came across a staggering amount of what I call misinformation or misunderstood information.

These are packaging facts I'm not so sure about:
Packaging makes up 1/3 of the average household's garbage? Defined by who?
US consumes about 660 pounds of packaging per person? Are we eating this? ( just kidding).
90% of that packaging becomes solid waste. I know this is not true from a seminar I attended recently. It's closer to 30-35%.

So lets get a little reality check here. Yes, there is bad packaging, yes, some things are overpackaged, yes we should give more consideration to the way we package products and how much packaging is used; yes, we should investigate more environmentally friendly materials, (the jury is still out on this one as to the true cost benefit analysis) and finally yes we the packaging industry should do a better job of educating the consumer about product packaging.

Yes, I want more product packaging. I want the things I want undamaged, fresh, uncontaminated, secure, accessible and available where and when I want them.

To me that means more and better product packaging not less.

Need to know whose got the latest concepts in packaging innovation? I know that's what I do-track packaging trends and innovation and how it is going to impact your business. Get connected with me JoAnn Hines Packaging Diva via email at PackagingDiva@aol.com or by phone 1-678-594 6872.

PACKAGING GREENWATCH:

Sevi Organics upgrades packaging to be even more eco-friendly.PR Web (press release) - Ferndale,WA,USAThe family owned small company strives for purity and honesty and are proud to be an earth, animal and people friendly company. The full cosmetic line is ...
http://www.prweb.com/releases/2007/11/prweb570385.htm

Anglesey slams Christmas wasteNews Wales - Knighton,UK... explained, "By raising awareness about this important issue we hope that people will really start thinking about whether all of the packaging that comes ...
http://www.newswales.co.uk/?section=Community&F=1&id=12634

Biopack Announces Soft Opening for BioparkCNNMoney.com - USA... seven fully automated machine units as well as eight mixing pools for coloration of Biopack's unique 100% biodegradable food grade packaging products. ...http://money.cnn.com/news/newsfeeds/articles/marketwire/0320346.htm

Food and drink manufacturers pledge to cut packaging and food wasteMRW - London,England,UKFood and drink manufacturers pledged to considerably cut packaging and food waste by 2010, in a five point plan initiated by their trade body, ...http://www.rwminfo.com/page.cfm/action=Archive/ArchiveID=10/EntryID=3601

Spend Less to Shop GreenMotley Fool - USAPick products with minimal packaging. Buying in bulk will reduce both your costs and the packaging you have to recycle or throw away. While you're shopping, ...
http://www.fool.com/personal-finance/general/2007/10/26/spend-less-to-shop-green.aspx

Clinton, Wal-Mart foster 'green' buyingBusinessWeek - USAWal-Mart has set targets for reducing energy use and packaging waste and selling more environmentally friendly products. Steps include switching to only ...http://www.businessweek.com/ap/financialnews/D8SL94200.htm

THE PACKAGING DIVA'S PICKS OF THE WEEK:
Vodka repackaged and marketed as a luxury goodInternational Herald Tribune - FranceHappily for drinkers of these luxury vodkas, the attention paid to packaging and marketing seems to be matched by that paid to the product. ...
http://www.iht.com/articles/2007/11/16/style/rgiftvoda.php

New food ratingUI The Daily Iowan (subscription) - Iowa City,IA,USAKatz echoed Friesleben's concerns that many American consumers are misled by product packaging. "People are going to learn things they never knew they never ...
http://media.www.dailyiowan.com/media/storage/paper599/news/2007/12/05/Metro/New-Food.Rating-3133580.shtml

Our View — Put a stop to fooling consumersMankato Free Press - Mankato,MN,USAThe meat-packaging controversy is the latest to surface in a string of recent food-related problems. Just this month 1 million pounds of ground beef that ...http://www.mankatofreepress.com/editorials/local_story_323002443.html

Forest-Products Company's Trim AssetsMotley Fool - USAmeadwestvaco is focusing on packaging, consumer and specialty chemicals. Temple-Inland is spinning off its real-estate and financial-services divisions, ...
http://www.fool.com/news/associated-press/2007/11/27/forest-products-companys-trim-assets.aspx

Analyst says consumers still need cans, packagingMilwaukee Journal Sentinel (subscription) - Milwaukee,WI,USASchwiesow says he's cautious about many of the so-called deep cyclical stocks, because the best time to buy them is at the bottom, when people don't yet ...
http://www.jsonline.com/story/index.aspx?id=691917

Naturally Iowa, Inc. Enters Final Stages of Acquisition of PLA ...PR Newswire (press release) - New York,NY,USAWe believe that this is an enormous potential revenue source for the Company, given the growing consumer interest in sustainable packaging. ...http://www.prnewswire.com/cgi-bin/stories.pl?ACCT=104&STORY=/www/story/11-27-2007/0004711916&EDATE=

Regards,
JoAnn Hines
Packaging Diva

WHO IS THE PACKAGING DIVA?
I package people, products and services. Get started in the right direction by visiting any one of my websites for free advice, articles or just plain help. You can ask a question to a packaging expert too, list your packaging request or just e-mail me at JoAnn@PackagingDiva.com. I *will* find your perfect packaging solution!

Personal Website: http://packagingdiva.com/;
Corporate Website: http://packaginguniversity.com/;
Packaging Help: http://packagingcoach.com/;
Packaging Workshop: http://packagingbootcamp.com/;
Packaging Workbook: http://doityourselfpackaging.com/:
Packaging Your Invention: http://packagingyourinvention.com/

JoAnn Hines (The Packaging Diva) work is featured in Package Design magazine, Shelf Impact, Webpackaging and many other packaging portals and magazines. In the months of Sept. and Oct. her packaging commentary was used in Chicago Tribune (2), Entrepreneur Magazine and Cision. She is recognized as one 50 most influential packaging leaders in the 20th Century.

I Hate Packaging - Reprised

2007-12-06T13:04:00.000-08:00

Packaging News You Can Use
by JoAnn Hines Packaging Diva
Tip Of The Week
I Hate Packaging - Reprised
Issue #1287 - December 4, 2007
mailto:joann@packagingdiva.com
http://packaginguniversity.com/
http://packagingdiva.com/
http://packagingbootcamp.com/
http://packagingcoach.com/
http://doityourselfpackaging.com/
http://packagingyourinvention.com/

MESSAGE FROM THE PACKAGING DIVA:
Got a question you think my readers would be intereted in hearing about? Drop me a line.
Recent queries include topics such as thecarbon footprint of packaging, packaging coming out of China, whats new in packaging innovation.

IN RESPONSE TO MY ARTICLE:
Is Packaging Innovation The Chicken Or The Egg?
This from Tim at KTM Industries
tcolonnese@ktmindustries.com

I can only concur with your findings. As a producer of strictly sustainable packaging materials, I am amazed that the vast majority of packaging professionals that I have met with at some of the largest, most respected companies find Green Cell Foam a novelty or curiosity, even though we discuss that Toyota, Honeywell, Volvo, Sony and other majors have been using this for several years with excellent results. Why do so many packaging folks eschew “green” technologies?

Here are my best guesses:
Investment – many companies are so heavily invested in machinery and fixtures that the idea of integrating new materials goes directly against corporate strategies

Overloaded – packaging engineers are so busy that they rather select materials and processes that are “tried and true” rather than go through the extra work of investigating/testing/etc.
Job protection – it’s a lot safer to use materials that are “tried and true” rather than try new materials that may go wrong (even if the chance is near nil)

Not important – “green” technologies are just not high on the list of imperatives (no bonus check for going “green”)

Relationships – many professionals have been working with the same companies/persons for many years and they remain loyal

Costs – while many “green” technologies carry a price premium, we’ve found that even at cost parity, companies stay with current designs to avoid the hassle of switching for no bottom line gain

Lack of vision – (I may be burned at the stake for this one) with energy costs going through the roof, hydrocarbon-based materials will cost a lot more in a very short period of time. Biobased materials, on the contrary, have a much lower energy cost component and, thus, are not subject to oil-based price increases. And with more cities/states/countries enacting environmental legislation, there will be a clear market advantage to using sustainable materials. Oh, yes, and add Wal-Mart to the list of drivers…

I travel extensively and I always carry Green Cell Foam with me. People invariably ask what it is and when I explain it to them – along with the environmental benefits and ease of disposal – about 118% of them instantly like the material (OK, so I need a new calculator…)

So how do we bridge the disconnect? Marketing…
I am starting to meet with the MARKETING departments of these companies, rather than the packaging and operations groups, to explain the benefits to the company through their customers. Will this strategy work? Clearly, I don’t know, but I believe that it comes down to this facet of the business to drive innovation.

FEATURE ARTICLE:

I Hate Packaging - Reprised by JoAnn Hines Packaging DivaIt's that time again (the holidays) when packaging will be getting top media coverage by its detractors. Those would be the people looking to complain about product packaging because it’s too difficult to open or there is too much of it or they think it doesn't do its job properly. I always read a slew of articles on how many people were injured or had to go to the hospital trying to open a package.

Bad raps on the packaging industry appear in the news all year but with the holiday and all the gifts giving its a natural topic to get additional publicity. Just check out my website www.PackagingUniversity.com to read a few of the most "infamous cases." I have been interviewed several times to explain the other side of the story too: The real role packaging has to play (the good side) and where would we be without it.

Consumer Reports just put its annual call out for the "Oyster Awards" given to the worst packages out there. You can bet consumers are lining up to rant about various problems with packaging and how packaging is the bane of the public.Yes, I know there are problems with packages that can't be easily opened. Specialized tools have been created to make this problem easier. I gets news releases on these all the time some of these tools are better than others (if you want my opinion drop me a line).

I had a recent experience with my husband's new electric razor which elicited a few choice words while I was trying to get it out of the plastic clamshell. But boy did it look pretty on the shelf. I could see the entire product and the nifty freebie gizmo that came along with it. I was very intrigued to finally get the product out (without mishap I might add). Even I was surprised when I finally got inside the package to see all the interworkings that went into packaging this product. It was really great package design at its best.

It is amazing how much thought and innovation went into the design itself. It sat upright and was very well positioned on the shelf among its competitive offerings. The product was clearly visible had some great marketing graphics which caught my eye. The package was composed of numerous types of packaging materials that were well integrated into the complete unit.

Why did I buy it? The package made me do it, of course, and the fact that my husband broke his old razor so I got to play consumer for a product that I wouldn't normally purchase. It was a reason to experience the process. But the packaging did its job too. It persuaded me to buy that particular product knowing the heartache I would experience to get inside. I didn't worry whether it was "green" either. I simply didn't care I need this and now and the package called out "buy me."

Despite what all of the critics have to say, packaging is integral to the successful sale of a product. It has to get it to the shelf, but that's only the beginning. It has to protect, secure and display the product too. It has to persuade you to make the purchase while telling you all about what is inside. That would be the reason that you just can't live without this product.

I'm reading all these rants about excess packaging at the supermarket. Calls to strip away product packaging and leave it at the store. These are the first people that will be complaining if the fruit is bruised or the lettuce is not fresh and even scarier when there is some sort of health threat due to contamination. Have you seen how many food recalls there have been lately? Just think how much more there would be if packaging wasn't doing its job.

Too few of us (especially consumers) really understand the role packaging has to play in modern society. Many problems that packaging resolves are taken for granted and only get exposed when it turns into a problem. Look at Tylenol. That poisoning incident (happened 25 years ago in September) changed an industry forever and evolved an entire new packaging category of product security, integrity and tamper-evident. This could happen again anywhere in the world. The packaging of food products is 70% of the industry and it is sorely in need of scrutiny for product integrity and security. Several issues regarding food security have recently arisen especially food products coming from China. I have seen several posts on this lately and get asked questions about it every week. Some companies are even marketing "China free" on the product packaging.

So this holiday season give some thought to why about why products are packaged the way they are. Be on the lookout for cynics and people who give a bad wrap to packaging without understanding what packaging really does. Be sure and take the time to explain to them the role packaging has to play. Don't let anyone get away with saying "I hate packaging" without helping them to clearly understanding where would we be without it.

Need to know whose got the latest concepts in packaging innovation? I know that's what I do-track packaging trends and innovation and how it is going to impact your business. Get connected with me JoAnn Hines Packaging Diva via email at PackagingDiva@aol.com or by phone 1-678-594 6872.

PACKAGING GREENWATCH:

Am I Retrainable for Sustainable?GreenBiz - Oakland,CA,USAAfter more than 30 years as a packaging professional focused on flexible -- dare I say -- plastic packaging, this new movement people are calling ...
http://www.greenbiz.com/news/columns_third.cfm?NewsID=36308&pic=3

Valley eateries move to compostable productsArizona Republic - Phoenix,AZ,USAKing's company sells only packaging from renewable resources and said his business is up 83 percent from last year. "It's becoming the zeitgeist, ...
http://www.azcentral.com/business/articles/1130biz-ev-compostable1201.html

Councils ready to ban plastic shopping bagsGuardian Unlimited - UKThis is because people would be encouraged to use bags made from other materials or alternative forms of packaging, which may be equally or more damaging to ...
http://www.guardian.co.uk/uk_news/story/0,,2210012,00.html

Recycling Is Critical for Environment and BusinessEarthtimes - London,UKRecovered paper and packaging are used by paper mills to manufacture new products, including office paper, packaging and shipping containers. ...
http://www.earthtimes.org/articles/show/news_press_release,221887.shtml

THE PACKAGING DIVA'S PICKS OF THE WEEK

How much does packaging weigh? You are about to find out.

Wal-Mart hit with $89705 state fineHerald Times Reporter - Manitowoc,WI,USAJudy Cardin, section chief for weights and measures with the state, said that in the case of bulk coffee, the weight of the packaging materials was included ...

http://www.htrnews.com/apps/pbcs.dll/article?AID=/20071107/MAN0101/71107070/1984

Tesco finds niche in US marketArizona Republic - Phoenix,AZ,USAFor example, Fresh & Easy will not carry cigarettes or products with non-recyclable packaging. All Fresh & Easy buildings will meet energy efficiency ...
http://www.azcentral.com/arizonarepublic/business/articles/1109biz-tesco1110-ON.html

$55 Billion in Sales Could Shift to Store Brands, McKinsey Study ...Earthtimes - London,UKThe projected shift was outlined by McKinsey & Co. in a breakfast presentation today at this year's private label industry trade show in Chicago. ...http://www.earthtimes.org/articles/show/news_press_release,222730.shtml

Packaging World to Produce Brand-Protection Packaging ForumPR Web (press release) - Ferndale,WA,USA... for brand owners to protect their products from counterfeiting, diversion and gray-market distribution, using the latest packaging-related technologies. ...
http://www.prweb.com/releases/2007/11/prweb569832.htm

Is Packaging Innovation The Chicken Or The Egg?

2007-12-02T10:14:00.000-08:00

Packaging News You Can Use
by JoAnn Hines Packaging Diva
Tip Of The Week
Is Packaging Innovation The Chicken Or The Egg?
Issue #1286 - November 27, 2007
joann@packagingdiva.com
http://packaginguniversity.com/
http://packagingdiva.com/
http://packagingbootcamp.com/
http://packagingcoach.com/
http://doityourselfpackaging.com/
http://packagingyourinvention.com/

MESSAGE FROM THE PACKAGING DIVA:
Dear subscriber to: Packaging News You Can Use.

I'm changing the delivery date of Packaging News You Can Use from Fridays to Tuesdays.
I'm also changing the subject title from the name of the featured article to: Packaging News You Can Use by JoAnn Hines Packaging Diva.

You will have to open the email to see this weeks "hot" packaging topic written by me JoAnn Hines Packaging Diva.

Other important sections include what is hot in green product packaging (Packaging Greenwatch) and my picks of the hottest packaging news of the week.

FEATURE ARTICLE:
Is Packaging Innovation The Chicken Or The Egg? by JoAnn Hines
Packaging Diva

It’s a long-standing quandary, which came first the chicken or the egg? It's sort of like that with consumer product packaging innovation. Let's face it. We are all in advertising overload. We see nearly 3,000 marketing messages a day. So what's a poor packaging professional supposed to do? Develop the product then the package or vice versa. No matter the answer, it’s evident that conventional packaging doesn't sell products or at the very least it produces flat sales. According to some of my latest research, the packaging may not sell the product at all in the future.

In preparation for a presentation on packaging innovation, I decided to poll my network about what they believe to be new in packaging innovation for consumer products. I posed these questions to my audience:

What is your definition of packaging innovation for consumer products? Have you seen any recent packaging examples that you consider truly different and why are they unique? If you could invent it what new types of new product packaging would you like develop?

Big mistake! Maybe I should say it was a true learning experience. You think I could have anticipated some of the responses. Remember, I have been researching packaging as a marketing tool for years. Most of the responses I received were not favorable to the packaging community.

One thing is clear. Our beloved "packaging" is under attack by the consumer. They just don't understand it.

A couple of surprising points came from this exercise.

1) The packaging professionals didn't seem at all concerned about this topic or for the most part wouldn't share their insights (non confidential of course) about the topic. I wonder if they are just too busy or they simply didn't care about packaging innovation.

2) The consumer (those people not in the packaging industry) registered loud and clear. They gave me the skinny on their dissatisfaction on everything from less packaging to "wrap rage" induced by product packaging. They took the time to express their opinions.

So to what do we attribute this dichotomy of opinions? Package professionals are involved in the third largest industry in the US. It is “packaging" and we are confident that we know what the consumer needs (or so we think).

Uninformed consumers are unhappy, outraged, dissatisfied and just plain angry with the packaging industry and it’s our fault. Our industry has done very little to educate the consumer about why they need packaging and what role it has to play in modern society. What about the consumer perceptions? These are sadly going downhill. With the holidays, we get a flurry of editors writing about "wrap rage." In addition with the "green movement" we are getting protest of environmentally unfriendly, excess packaging and so on.

But the truth is consumers need packaging innovation. They need all of the benefits it has to offer with threats such as product integrity and security, country of origin issues and so on.

So who is going to answer these dilemmas? Smart packaging professionals who will use packaging innovation to the consumers’ benefit. They will educate and inform consumers that the package is a whole lot more than what it seems to be -- on the surface.

To answer the age old chicken or egg quandary. Packaging has a perception problem which has to be resolved now. It is imperative that we "connect" with the consumer before the egg or the chicken are either conceived or hatched. Otherwise, packaging will continue to face detractors and complainers and reinforce the negative consumer perceptions.

Need to know who has got the latest concepts in packaging innovation? I know, that's what I do-track packaging trends and innovation and how it is going to impact your business. Get connected with me JoAnn Hines Packaging Diva at my websites or by phone 1-678-594 6872.

PACKAGING GREENWATCH:

Going 'green' can be a mixed bag for consumer companiesMarketWatch - USABy Anjali Cordeiro Consumer product suppliers are pushing to make their products and supply chains more environmentally friendly in an effort to bolster ... http://www.marketwatch.com/news/story/going-green-can-mixed-bag/story.aspx?guid=%7B57AA0FE0-AFE4-48E2-B687-F19918DB6291%7D

Engineering Green PackagingDesign News - Newton,MA,USABY THIS AUTHOR Food, beverage and consumer product packaging will soon get a whole lot greener. And much of the credit goes to Wal-Mart. ... http://www.designnews.com/index.asp?layout=article&articleid=CA6485773&industryid=43654

A Spotlight on the Green Side of Bottled WaterNew York Times - United StatesA. We use less packaging than sodas or other convenience beverages. Nestlé Waters is rolling out Ecoshape, a 12.5 gram plastic bottle that holds half a ... http://www.nytimes.com/2007/11/03/business/03interview.html?
_r=1&ref=business&oref=slogin

Lessons Learned on Display at Wal-Mart's Sustainability SummitRenewableEnergyAccess.com - Peterborough,NH,USAIt can be an engine for innovation in products and packaging, even delivery systems. And it wants to help its tens of thousands of suppliers move in that http://www.renewableenergyaccess.com/rea/news/reinsider/story?id=50450

THE PACKAGING DIVA'S PICKS OF THE WEEK

Target reducing use of PVC: reportReuters - USANEW YORK (Reuters) - Target Corp said it is reducing its use of the plastic polyvinyl chloride in packaging and children's ...http://www.reuters.com/article/environmentNews/idUSN063331792products like lunch boxes and 0071106

The Vinyl Institute Response to News Report on Target's Reduction ... PR Web (press release) - Ferndale,WA,USAThe Vinyl Institute (VI) expressed disappointment today over a news report that Target Corp. is reducing its use of PVC for packaging and children's ... http://www.prweb.com/releases/vinyl_lead/Target_packaging/prweb567584.htm

Sick lungs to be shown on packaging of cigarettesManila Standard Today - PhilippinesPICTURES of damaged and discolored lungs will soon be used on cigarette packs to further discourage people from smoking, an official said yesterday. ... http://www.manilastandardtoday.com/?page=news4_nov8_2007

Monash student wins Cormack Innovation AwardFerret - AustraliaCormack Packaging Marketing Manager, Ron Hartman, said Sarah's design solved the frustration felt by many DIY people with the current vacuum formed ... http://www.ferret.com.au/articles/z1/view.asp?id=135236

Battle Against Bottled Water Hits StreetBaltimore Sun - United States"People can choose bottled water, or they can bring their own tap water. We offer water in convenient, portable and resealable packaging that's readily ... http://weblogs.baltimoresun.com/news/local/bay_environment/blog/2007/11/the_battle_against_bottled_wat.html

Regards,
JoAnn Hines
Packaging Diva

WHO IS THE PACKAGING DIVA?I package people, products and services. Get started in the right direction by visiting any one of my websites for free advice, articles or just plain help. You can ask a question to a packaging expert too, list your packaging request or just e-mail me at joann@PackagingDiva.com. I *will* find your perfect packaging solution!

Your Brand Is Your Personal "Package"

2007-11-10T06:38:00.000-08:00

Packaging News You Can Use
Tip Of The Week Issue #1285 - November 9, 2007
JoAnn@packagingdiva.com
http://packaginguniversity.com/
http://packagingdiva.com/
http://packagingbootcamp.com/
http://packagingcoach.com/
http://doityourselfpackaging.com/
http://packagingyourinvention.com/

MESSAGE FROM THE PACKAGING DIVA:

My feature article is a little different this week. Yesterday I spoke at the Atlanta Ladies Who Launch Event and in addition to product packaging the attendees wanted to learn about perosnal packaging too. For those of you who don't know I package people too so I thought i would write about your personal package and your brand.

FEATURE ARTICLE:
Your Brand Is Your Personal "Package" by JoAnn Hines Packaging Diva

What is a Brand? Webster defines a brand as a characteristic or distinctive kind of mark. In contemporary society, a brand is the essence of what people believe or think about you, your product, service or your company. Branding is that touchy-feely good stuff that translates into the way people feel about products and services. There are also negative brands out there, but we won't go there except to mention that strong brands can very quickly become negatives ones. Consider all the negative publicity about Mattel and all the flak around that brand with the lead paint issue.

The brand is what keeps people returning. It makes them feel confident, secure, trusting, and cared for. It builds loyalty, constancy, allegiance, faithfulness and name recognition. So what does it mean to and for you?A brand can be mean different things to different people. One thing remains constant: the brand should be compelling, intriguing, engrossing, fascinating or interesting.

If your brand cries BORING, DULL, TEDIOUS, HUMDRUM, STODGY or just plain BLAH, it is time to “transform” the brand. Building the brand will be the most important thing you do in 08. It will impact your business, your career, your family and your customers. You want to position yourself first and foremost in your customers’ or bosses’ eyes. That way when an opportunity arises, you and only you are the immediate consideration.

The brand can do that for you. It is vital to realize that a brand is not a static thing. Just because your brand was great in 07 doesn't mean it will have the same success in 08. A brand can become old, outdated, passé or even obsolete. Remember the Buggy Whip? I don't either but it disappeared along with soon to be obsolete this like vinyl records (nor so the say).

Consider brand recognition. Brands like Coca-Cola, Nike, GM, Apple and McDonald’s not only have instant recognition but they also have the capability to bring an image into focus. Visualize those brands. Not only do their brands represent a product but a feeling too.

Some of the most compelling brands stay with us for a lifetime. Think back (I'm dating myself.) Bucky Beaver - Ipana tooth paste, Speedy - Alka Seltzer, roadside signs-Burma Shave, Smoky the Bear - Prevent Forest Fires. That's what your brand should do for you. It should shift you to the forefront with the people that count. That way when it becomes time for a decision your name or your company's name comes up first. If your brand accomplishes that, congratulations. Read no more. If not, it's time to rejuvenate or reposition that brand.

Evaluate the following points before you start building your strategy.

1. Define your brand attributes. Brand attributes are like your skill sets. If I asked you to describe yourself in one word what would that word be? Strong, emotional, trustworthy, honest, sincere, reliable, friendly. That's a brand.

2. Start thinking in these terms to flesh out the essence of your brand. What one word do you want to be remembered by? Would I be interested in what you have to say? If not it's time to rethink your core message. It's also important to understand that building your brand is as much about your customer (boss or client) as it is about you. You need to provide what they need, not necessarily what you are selling.

For example, you sell packaging (imagine that), doesn't everyone? Does a potential customer need a new vendor? No way, but they need you right? So convince them that you are different and not just on price. Distill it down to what can you do for them that no one else can do.
· Deliver on time (reliability)
· Offer design assistance (creativity)
· Take inventory (responsibility)
· Help them sell more product (loyalty)
· Reduce the number of SKU's (efficiency)
· Help them build their brand too

Get the picture?

3. Promise yourself to use your brand with everything. The more you see your brand the more powerful it will become. The ultimate goal is instant brand recognition. If I say the word Microsoft, you have an immediate opinion that connotes both good and bad images. My point is that whether it's good or bad, it's instant acknowledgment that you know this brand.

4. Use your brand to open doors, reinforce the doors that are already open through customer recognition. Get customer buy-in for your brand through testimonials and success stories. When other people do your talking for you that becomes your brand.

5. Leverage your brand. Do you have a charity or special cause that you endorse? Volunteer and get active. You never know whom you might run into. Make sure it's a cause you believe in and not one you have selected for the publicity. Ensure its okay to include your participation in all you promotional materials. Integrate these into your brand.

6. Think brand in everything that you do. The average message needs to be seen or heard seven times before it's even recognized. Consider the places where brand recognition comes into play. I'm not talking about the obvious places like TV, but the more subtle ways brands influence decisions or interests. Subtle brands are those that people really remember.

7. All your promotional materials are mandatory branding items. Business cards, flyers, media kit, stationery, websites. The list goes on. Make sure to personalize it and use a photo or a catchy tag line like “Packaging Diva. People remember that stuff. It's okay to have fun with it. Not all business is serious stuff. In fact, many CEO's are now taking humor classes to learn to “lighten up” and "social networking" is becoming the next hot way to get your brand out there.

Some other subtle branding techniques include your voice mail. Tell me what you do. I don't care whether you are in the office or not. What are you are going to do for me to solve my problem (that's why I am calling). Don't forget to tell me the best way to reach you too. If you never answer the phone (a negative branding message), I’ll soon tire of leaving messages or become agitated that I cannot reach you.

Insert your brand message into your SIG file too. You would be amazed at the number of people that just assume that you know who they are when they send you an E-mail. Be sure and check mine out at the end of the newsletter. I update it monthly with what is fresh, new and exciting.

8 . Promote your brandThis is fun. Promoting your brand is the best part of the process. Get out that horn and start tooting it. Don't be shy. If you don't promote yourself, who will? Write articles, give speeches, and get interviewed. Get OUT THERE. There are countless ways to soft sell yourself and your company in order to increase your visibility. Use them all.

9. Don't forget to build a network. I just joined Linked in and already I have close to 400 connections (as a colleague mentioned. I have an awesome packaging network). This is where you can live the brand everyday. Your brand should be clearly visible and identifiable in everything you write say or do. Your brand should continually evolve and crystallize the essence of your message. Think me, I, my, then take the next step. Who are you going to tell? Everyone.
Make a list of every person you come in contact with, including friends and family and non-business activities. Think about how you interact with these people. Don't they need to know about you? Did you remember your hairdresser/barber, vet, and cleaning lady? I'm not reaching here. All of these people know someone who needs to know about you. One can never tell where the next “connection” might come from.

10. Who knows about your brand? So you have a great brand, now what? Who knows it? What are you going to do about it? What is your brand action plan and whom are you going to share it with? Ask yourself who should know this. How can I reach them? What makes my brand better than brand X? You do know who brand X is, right? If not, how can you differentiate yourself from them? Better get sleuthing. Investigate what is appealing in the competition and determine how your brand is superior.

You need to continually coalesce, amalgamate, blend, consolidate, fuse, synthesize and unify your essence into a core message. The message should be consist and easily repeatable. You want people to remember you and to tell your story for you. When that happens, you become your brand evangelist. You know that you have a strong brand.

A brand can be anything whether old or new. Build your brand by understanding your core attributes. Promote and leverage your brand every day in every conceivable way. Use the power of your brand at any opportunity. Plan your brand marketing campaign for 08. Tell everyone who you are. It doesn't matter if you have the best brand out there if no one knows it. Make sure you a true to your brand; and for heaven's sake never leave home without it.

Wanted to know who or what I have branded lately? Email me back and ask what can you do for my brand too?

PACKAGING GREENWATCH:

GREEN PRODUCT PACKAGING
Program promotes green packagingVideo Business (subscription) - Los Angeles,CA,USAIn addition to Greenchoice, parent International Paper is taking a comprehensive approach to sustainability across all of its paper and packaging products ...http://www.videobusiness.com/article/CA6489236.html

Company to produce compostable food packagingFoodNavigator.com - Montpellier,FranceThe packaging products will not be available for a few months, he said. New Ice is just to latest player to enter the biodegradable and compostable packging ...
http://www.foodnavigator.com/news/ng.asp?n=80477-instone-compostable-biodegradable

GREEN PACKAGING NEWS
Going 'green' can be a mixed bag for consumer companiesMarketWatch - USABy Anjali Cordeiro Consumer product suppliers are pushing to make their products and supply chains more environmentally friendly in an effort to bolster ...
http://www.marketwatch.com/news/story/going-green-can-mixed-bag/story.aspx?guid=%7B57AA0FE0-AFE4-48E2-B687-F19918DB6291%7D

Engineering Green PackagingDesign News - Newton,MA,USABY THIS AUTHOR Food, beverage and consumer product packaging will soon get a whole lot greener. And much of the credit goes to Wal-Mart. ...
http://www.designnews.com/index.asp?layout=article&articleid=CA6485773&industryid=43654

Food industry must respond to consumer demands for ethical behaviourRetail Bulletin - Croydon,UKExcess packaging is now a concern and we will see more people stripping off packaging in-store," she forecasts. Rather than potentially suffering from a ...
http://www.theretailbulletin.com/?tag=4cd31d31e16ac873f5f421d5880e88d6

THE PACKAGING DIVA'S PICKS OF THE WEEK

Hireskills.com Launches Hi-Res Skills to Take Direct Aim at ...What They Think - Lexington,KY,USAJoAnn Hines, noted packaging expert and Hi-Res Skills Advisor said, "This concept has great potential. Packaging is so critical to product marketing and we ...

Coke finally scores another winnerUSA Today - USAWomen may be the core customers for no-cal drinks, but Coke Zero also is bringing in men — from college boys to soccer dads — with black packaging, ...
http://www.usatoday.com/money/advertising/adtrack/2007-10-28-coke-zero_N.htm

Corporate thriller out of the boxSydney Morning Herald - Sydney,New South Wales,AustraliaIt seems totally appropriate that fixing increasingly higher prices for cardboard products such as pizza cartons and fast-food packaging be executed in a ...http://www.smh.com.au/news/business/corporate-thriller-out-of-the-box/2007/10/16/1192300768635.html

MUSEUM OF BRANDS CELEBRATES AND PACKAGING 50 YEARS OF WHICH?24 Hour Museum - UKToday, Which? continues to guide people through an ever-increasing choice of products and services and to campaign on the issues that really matter to ...
http://www.24hourmuseum.org.uk/exh_gfx_en/ART51472.html

Packagers Also Pounded By Pricey OilForbes - NY,USAMeanwhile the bright spot in the plastic packaging horizon is Pactiv (nyse: PTV - news - people ), which makes Hefty trash bags. ...
http://www.forbes.com/markets/economy/2007/11/02/packaging-pactiv-crown-markets-equity-cx_ra_1102markets35.html

I package people, products and services. Get started in the right direction by visiting any one of my websites for free advice, articles or just plain help. You can ask a question to a packaging expert too, list your packaging request or just e-mail me at JoAnn@PackagingDiva.com. I *will* find your perfect packaging solution!

Personal Website: http://packagingdiva.com/;

Corporate Website: http://packaginguniversity.com/;

Packaging Help: http://packagingcoach.com/;

Packaging Workshop: http://packagingbootcamp.com/;

Packaging Workbook: http://doityourselfpackaging.com/:

Packaging Your Invention: http://packagingyourinvention.com/

JoAnn Hines (The Packaging Diva) work is featured in Package Design magazine, Shelf Impact, Webpackaging and many other packaging portals and magazines. In the months of Sept. and Oct. her packaging commentary was used in Chicago Tribune (2), Entrepreneur Magazine and Cision. She is recognized as one 50 most influential packaging leaders in the 20th Century.

Meet JoAnn Hines The Packaging Diva's At Ladies Who Launch

2007-10-28T11:09:00.000-07:00

JoAnn Hines the Packaging Diva will be the facilitator in the break out session in the afternoon, so come and pick her brain about your packaging problems and questions. As her guest you can use this special code ATLLIVE. And save $20 off registration. Mark this day on your calendars, you won’t want to miss it. Honor yourself by exploring your feminine entrepreneurial and creative potential. Register at
http://www.ladieswholaunch.com/eventdetails.cfm?eventid=66

Date: NOVEMBER 8, 2007
Location:CASTLEBERRY EVENTS & CATERING 170 NORTH SIDE DRIVE, SUITE 9 - ATLANTA, GA
Time: 9 - 4:30

This is an exciting workshop you won’t want to miss. Whether you are launching a business, hobby, passion or artistic endeavor. The day will be filled with inspiring speakers in addition to the Packaging Diva JoAnn Hines sharing their success stories.

Regards,
JoAnnPackaging DivaAll Packaging All The Time
JUST LAUNCHED
Packaging Your Invention http://packagingyourinvention.com/
JoAnn Hines (The Packaging Diva) work is featured in Package Design magazine, Shelf Impact, Webpackaging and many other packaging portals and magazines. In the months of Sept. and Oct. her packaging commentary was used in Chicago Tribune (2), Entrepreneur Magazine and Cision.

She is recognized as one 50 most influential packaging leaders in the 20th Century and is the founder of Women In Packaging http://www.womeninpackaging.org/.

Hear her commentary on packaging and manufacturing at http://www.podcasternews.com/programs/87/better-process-podcast/4067/there-are-many-many-issues-about-packaging/

Is Your Product Packaging Newsworthy?

2007-10-28T11:03:00.000-07:00

Packaging News You Can Use
Tip Of The Week
Issue #1284 - October 26, 2007
JoAnn@packagingdiva.com
http://packaginguniversity.com/
http://packagingdiva.com/
http://packagingbootcamp.com/ :
http://packagingcoach.com/
http://doityourselfpackaging.com/

NEW:

http://packagingyourinvention.com/

MESSAGE FROM THE PACKAGINGDIVA:

Want To Sell Your Product to Target?

Selling your products in large retail outlets may seem like an impossible dream. But it's not as hard as you might think.

In a new Special Report, "Skyrocket Your Sales by Getting Your Product in Target," you'll read how Christa Sorauf, Creative Director of Connexxions, Inc. licensed her product and got it on the shelves at Target. Today her greeting cards, manufactured by American Greetings, are also in Wal-Mart and next year they will be in 35,000 retail outlets. The Connexxions folks get a royalty for every unit sold.

The Report, written by Margie Zable Fisher, shows you, step-by-step, how to sell your products to Target -- even if you're a small business.

The Report is only $49 -- a real deal, considering that the initial
order for Target stores is often 9,000 products or more. You can get
more information here: http://www.profcs.com/app/?Clk=2140850

FEATURE ARTICLE:
Is Your Product Packaging Newsworthy? by JoAnn Hines Packaging Diva

I see hundreds of releases on product packaging every week. For the most part I read the headline and say to myself “who cares.” That in itself is very telling because I am a packaging junkie and I’ll read almost anything that has to do with packaging.

Recently, mainstream media coverage of the packaging industry has been more in-depth than usual. I see dozens of articles about packaging each week. Unfortunately, the vast majority of the news articles deal with negative perceptions of packaging and its influence on society. From bottle water to excess packaging the packaging industry is getting a bad "wrap." You can help change all that by portraying your product packaging in a positive manner.

So how can you get your product packaging seen by the media in a more favorable light? Make sure that your packaging is connected to one of the more popular news trends or consider what the media will be covering outside of the obvious "breaking" news items unless of course you have a product that can "connect" to the most current story.

Start thinking about your product packaging and how it can connect with the media coverage. A few examples of topics the media will be covering in the future include:

· Any thing to do with diets, weight loss or healthy eating.

This topic perennially becomes newsworthy as the holiday season approaches. This topic also offers opportunities for coverage in niche publications too, such as woman-oriented or fitness publications.

· Products that are geared around breast cancer or the Fight For The Cure.

The media is giving more and more coverage to this topic every year. Pink packaging abounds. But even if your packaging isn't pink you can still piggyback of the media spin.

· Products that are marketed to or designed for the 50+ generation.

The "boomers" topic is getting substantial media play in virtually every type of publication. If you are marketing in this space, contact a few publications and find out what they will be covering in the next issue.

· Look for media spin on anything to do with the environment, recycled materials and bio-based packaging products.

The environment is hot right now, so this topic is definitely worth getting excited about. I just judged a brand new packaging competition for the Produce Marketing Association and one of the biggest categories was sustainable packaging materials. If I was the winner of that category I'd be all over the media with my product packaging.

· Seasonal holiday innovative packaging.

Not your old holiday standbys but something really unique and creative. I always recommend thinking about secondary uses for your product packaging. The holidays are a great time for “keepsake” product packaging

· Investigate a pitch less commonplace to the media.

For example, recently I read about deli labels featuring CBS’ new prime-time lineup are the network's latest attention-grabbing marketing plan. What a great concept. I'd be using this idea for every holiday promotion.

By tying your product packaging into a hot topic or trend, you can help counteract negative publicity about the industry such as the upcoming Consumer Reports "Oyster Awards" articles which condemn product packaging every Christmas holiday. So, keep your eyes on the look out for ways and opportunities that will paint your product packaging to the media in a favorable light and not portrayed as too much, excess or over packaged.

Read my weekly newsletter Packaging News You Can Use too. Each week I pick a packaging issue that is either getting media coverage or will be in the near future. Look at me as your "packaging prognosticator or forecaster..

You CAN make your product packaging newsworthy with the right slant and the right message. All it takes is a little creativity and imagination.

PACKAGING GREENWATCH:

Green Packaging Products

AVC Corporation's Innovative Sustainable Packaging Helps Your Wal ...
Emediawire (press release) - Ferndale,WA,USA
AVC has concentrated on sustainable packaging for years with a goal to produce packaging products that are environmentally sensitive, using recycled ...
http://www.emediawire.com/releases/2007/10/emw560044.htm

Earthcycle unveils new produce packaging designs
FreshPlaza - Netherlands
Earthcycle's latest in compostable produce packaging is currently available at all major natural and organic retailers, including Whole Foods, Safeway, ...
http://www.freshplaza.com/news_detail.asp?id=9184

Univenture to Feature EcoEndure™ Packaging Solutions
ClickPress (press release) - UK
As an inventor and manufacturer of document and media packaging products, Univenture recognizes the need to consider the environment and incorporate ...
http://www.clickpress.com/releases/Detailed/48726005cp.shtml

Shorewood Packaging Introduces greenchoice Sustainable Packaging ...
packagePrinting (press release) - Philadelphia,PA,USA
... International Paper is taking a comprehensive approach to sustainability across all of its paper and packaging products to include forest management, ...
http://www.packageprinting.com/story/story.bsp?sid=79870&var=story

Green Packaging News
Curtis Packaging First in North America to Go 100% Carbon Neutral ...
Business Wire (press release) - San Francisco,CA,USA
This latest achievement will make them a model for other small to mid-sized manufacturers and other businesses to follow here in Connecticut and nationally ...
http://home.businesswire.com/portal/site/google/index.jsp?ndmViewId=news_view&newsId=20071010005862&newsLang=en

WI GROUP STUNNED AT PACKAGING WASTE
Express & Echo - Exeter,England,UK
... to encourage people to use their own shopping bags. There is to be a special day of action against excessive packaging in Exeter on Saturday . ...
http://www.thisisexeter.co.uk/displayNode.jsp?nodeId=136993&command=displayContent&sourceNode=231418&home=yes&more_nodeId1=137002&contentPK=18640730

THE DIVA'S PACKAGING PICKS OF THE WEEK:

MOI in print
Entrepreneur - USA
After the Nisanoffs developed their packaging, they received mixed reactions from vendors at trade shows--some ice cream packaging manufacturers would only ...
http://www.entrepreneur.com/magazine/entrepreneur/2007/october/184354.html

And the bottled water battle rages on
Buying bottled-water hype drains resources
Kansas City Star - MO,USA
It's as basic as packaging water, which has become the second-largest commercial beverage by volume in the United States. It astounds me that people pay for ...
http://www.kansascity.com/278/story/310512.html

If you are in pharmaceuticals this is important.
First Complete Solution for California Electronic Pedigree ...
Business Wire (press release) - San Francisco,CA,USA
The solution combines the latest 2D- and RFID-enabled packaging components and systems technology with the leading ePedigree serialization and tracking ...
http://home.businesswire.com/portal/site/google/index.jsp?ndmViewId=news_view&newsId=20071009005843&newsLang=en

Wine trade shaken up by pouches and PET
Talking Retail - Swanley,Kent,UK
Brand owner The Company of Wine People said the packaging format was designed to appeal to younger wine drinkers and to broaden the usage occasions. ...
http://www.talkingretail.com/products/6302/Wine-trade-shaken-up-by-pouche.ehtml

NEW PACKAGE INNOVATIONS OF INTEREST:
ShockWatch Labels Warn of Dropped or Roughly Handled Packages
By Cindy Ramos
Shockwatch_label_2 The ShockWatch Label is an impact detection device that affixes directly to shipping cartons. It contains a tiny vial filled with a special liquid that turns from clear to red if a package has been dropped or roughly ...
AGM Packaging News - http://agmproductnews.typepad.com/agm_packaging_news

How To Find A Packaging Supplier For Small Quantities.

2007-10-19T13:26:00.000-07:00

Packaging News You Can Use
Tip Of The Week
Issue #1283 - October 19, 2007
JoAnn@packagingdiva.com
http://packaginguniversity.com/
http://packagingdiva.com/
http://packagingbootcamp.com/
http://packagingcoach.com/
http://doityourselfpackaging.com/

NEW:
http://packagingyourinvention.com/

Message From The Packaging Diva:

JoAnn Hines Packaging Diva will be happy to share her expertise with you here...

THE WORKSHOP YOU HAVE BEEN WAITING FOR

WHAT: LADIES WHO LAUNCH
http://www.ladieswholaunch.com/eventdetails.cfm?eventid=66

WHEN: NOVEMBER 8, 2007

WHERE: CASTLEBERRY EVENTS & CATERING

170 NORTH SIDE DRIVE, SUITE 96

ATLANTA, GA 3013

This is an exciting workshop you won’t want to miss. Whether you are launching a business, hobby, passion or artistic endeavor.

The day will be filled with inspiring speakers sharing their success stories.

JoAnn Hines the Packaging Diva will be the facilitator in the break out session in the afternoon, so come and pick her brain about your packaging problems and questions.

As her guest you can use this special code ATLLIVE. And save $20 off registration.

Mark this day on your calendars, you won’t want to miss it. Honor yourself by exploring your feminine entrepreneurial and creative potential.

Feature Article: How To Find A Packaging Supplier For Small Quantities
by JoAnn Hines Packaging Diva

This will probably be one of the hardest tasks you have associated with getting your product to market. Many packaging manufacturers simply don't handle small quantities so it’s important to find a supplier that works with minimum quantity or small quantity orders at the very beginning. Fortunately there are now many resources available to someone starting the process of packaging their product.

First you need to decide the absolute minimum quantity you can order. Chances are you may end up ordering more but what you don’t want is a lot of excess packaging that you paid for and can’t use or packaging that ends up not being what you were expecting. Your packaging will evolve too so don’t be concerned if you can get exactly what you want the first time.

Start by asking your existing resources or vendors who they know and who they use or recommend as a packaging supplier. Believe it or not sometimes you can find the name of the packaging manufacture on existing packaging too. See what you like then try to find out who made it and give them a call.

Keep it simple to begin with. I know you have visualized fantastic or exotic package designs and as your business grows you will be able to order custom packaging for your products. But in the beginning you may need to decide to keep it relatively simple and use what is readily available

Today there are many great options available in small quantities. Suppliers have finally recognized that there are many small business clients out there too. Before you spend a lot of time and development creating a package you can’t afford or can make you need to determine what’s available at the right price and in the right quantities. I know your product is fantastic, but you still may need to start out on a smaller scale than you envision.
Here are places to look for suppliers of small quantities.

Yellow Pages:

Pick up your local yellow pages. There are a lot of companies known as packaging distributors. They buy in large quantities and the break it down into smaller units for resale. Many of them have distribution centers around the country. Look under container, boxes, shipping materials or supplies in category headings.

Catalogs:

There are numerous companies that have catalogs of packaging supplies and materials. Many of whom carry a large variety of stock sizes, ship to your door and have no minimum order quantities. Uline http://www.uline.com/ is a good example of this type service of carrying a variety of packaging products and supplies with delivery in a few days.

Trade Associations:

Contact the association headquarters for the type of packaging you seek. They help their member get business so they will know which of their members deal in small quantities. Many times there are member directories right on the website.

The National Association of Container Distributors is a good example.

http://www.nacd.net/

NACD is a professional association of rigid packaging distributors who supply bottles, tubes, pumps, sprayers and other closure systems and most of their members deal in small order quantities.

Internet:

With the advent of the Internet you don’t need a storefront presence. Many of the companies broker packaging materials, they source supplies and do all the work for you. They make carry packaging in conjunction with other products especially in the niche markets.

One of my favorite sources for packaging innovation around the globe is WebPackaging

http://www.webpackaging.com/. They are the largest global online packaging resource It just so happens that I write articles on packaging for them too.

Niche Markets:

There are many niche market associations out there for example if you deal in the hand made toiletries and beauty industry there is an association dedicated just for them. Indie Beauty http://www.indiebeauty.com/. There are numerous packaging supplier members that provide small quantities of packaging for this market.

Container Stores And Other Retail Outlets:

Just by their name you recognize that they are a source to find the most unique containers. Many people just go to these stores and buy supplies. Other stores include craft stores, hobby and home centers where they have lost of decorative containers and accessories.

Lastly don’t overlook current suppliers. They have existing relationship lean on them to help you find appropriate resources. Designers, graphic artists, product producers all have sources. You may be able to open a door to a relationship even if your quantities aren’t quite large enough.

Don’t wait however till you have a product then end up in a bind to get a package made. This process should start at the very beginning.

Need to understand the latest packaging trends and how they will impact consumer product purchasing? Visit the Packaging Diva website http://packagingdiva.com/ or contact the Packaging Diva by phone 1-678-594-6872 or via email at PackagingDiva@aol.com

PACKAGING GREENWATCH:
Local is No 1 Choice for Ethical ShoppersNaturalchoices.co.uk - London,UKThe number of Britons choosing food products with minimal or no packaging has also surged. Shoppers who say they actively tried to buy products with little ... http://www.naturalchoices.co.uk/Local-is-No-1-Choice-for-Ethical?id_mot=2

Corporate America Goes GreenForbes - NY,USAThe cards are printed on recycled paper with soy-based ink and sold with minimal packaging. Another small company, Ideal Jacobs, recently revamped its ...
http://www.forbes.com/opinions/2007/10/03/green-companiesenvironment-oped\cx_cph_1003green.html

MORE WAL_MARTPACKAGING SCORECARDEUROPEN issues statement against Wal-Mart scorecard becoming an industry standard in packaging... http://www.gcimagazine.com/news/packaging/10202551.html

PUT THE EARTH ON YOUR LIST: Think green at the grocery to make ... Detroit Free Press - United StatesThink reduced packaging. In today's rushed world, grab-and-go snack packs are sometimes a necessity. But saving time now can fill a waste dump later. ... http://www.freep.com/apps/pbcs.dll/article?AID=/20071006/FEATURES01/710060391

Consumers Welcome Frugal Packaging, Shun FancyKorea Times - South Korea... people) prefer to buy from a company with a strong environmental reputation, which encompasses their various green efforts _ including product packaging ... http://www.koreatimes.co.kr/www/news/biz/2007/10/123_11571.html

Product Packaging Goals Evolve: Grow Markets, Get Earth-Wise, Cut ... Earthtimes.org - New ZealandThose are big jobs, ones that require companies to integrate complex issues such as product and packaging design, structural engineering, automation, ...
http://www.earthtimes.org/articles/show/news_press_release,195667.shtml

THE DIVA'S PACKAGING PICKS OF THE WEEK:
CopyCat Packaging
After a Good Fight, David Forced to Settle with GoliathInc.com - New York,NY,USATerraCycle, a small fertilizer company that was sued by Scotts Miracle Gro, will change its packaging and advertising claims. http://www.inc.com/news/articles/200709/terracycle.html

New Wine in ... Uh, Juice BoxesTIME - USASo when he merely suggested in 2005 that wine companies find more environmentally friendly packaging, innovations happened fast. The latest is Yellow Jersey ... http://www.time.com/time/magazine/article/0,9171,1657819,00.html

PRIVATE LABEL:Stores Try To Create Brand For Private Label Food []RTT News - Williamsville,NY,USAConsumers, while previously wanting the packaging to underscore the value of the product, have begun to realize that cheaper doesn't always mean poorer http://www.rttnews.com/sp/todaystop.asp?date=08/29/2007&item=34&vid=0

Increasing shelf appeal of own brandsTalking Retail - Swanley,Kent,UKThe latest packaging formats produce an impressive appearance and can even appeal to eco-concerns. With so many brands available to the consumer, ... http://www.talkingretail.com/opinions/6294/Increasing-shelf-appeal-of-own.ehtml

This woman wants packaging costs labelled on the outside. Woman proposes label changeBurlingtonFreePress.com - Burlington,VT,USAWhy would anyone want more of their food dollar to go for packaging? The above scenario is hypothetical -- product labels don't reveal packaging costs. ...

http://www.burlingtonfreepress.com/apps/pbcs.dll/article?AID=/20070903/NEWS02/709030302/1007

Celestial Seasonings Brings a New Sense of Adventure to the Tea ... CNNMoney.com - USABeginning this month, Celestial Seasonings is introducing new packaging, a bold new logo and an exciting new approach to how it delivers tea. ...
http://money.cnn.com/news/newsfeeds/articles/prnewswire/LAM10817092007-1.htm

2007 Bottledwaterworld Design Awards - Winners Announced http://www.packagingessentials.com/news.asp?id=2007-09-19-00.04.17.000000

Is Your Packaging In The Pink?

2007-10-05T11:07:00.000-07:00

Packaging News You Can Use
Tip Of The Week Issue #1282 - October 5, 2007
JoAnn@packagingdiva.com
http://packaginguniversity.com/
http://packagingdiva.com/
http://packagingbootcamp.com/
http://packagingcoach.com/
http://doityourselfpackaging.com/

MESSAGE FROM THE PACKAGING DIVA

Miss ME? I JUST LAUNCHED PackagingYourInvention.com so that has been my objective for the last two weeks. I've been interviewed on the phone too. Check these out.

Chicago Tribune
http://featuresblogs.chicagotribune.com/shopping_ellen_warren/2007/09/your-mother-tol.html

Entrepreneur Magazine
http://entrepreneur.com/magazine/entrepreneur/2007/october/184354.html

Consider this:Your packaging is as important as your patent....Inventors invent products, but it is the packaging that is going to sell them. The average consumer spends less than three seconds making up their minds whether or not to buy a product. Consequently, you need to influence that purchasing decision. The best way to do that is with the right packaging. The right package is your "silent salesperson" and it will create the buzz that will compel consumers to pick your product off the shelf or place an order from the Internet.

Packaging is your finest and most cost effective option to persuading consumers to pick up your invention and take a closer look. Be aware that packaging an invention or a product is complicated. One mistake and you could be back to square one -- not only will the consumer not buy your product it may not even see the retailer’s shelf. Everyday I hear horror stories about product packaging that failed at retail or never made the grade to make it to the shelf. Recently, a QVC representative told me that only one out of five products make it through the QVC quality process. She indicated that much of the failure is derived from poor packaging.

When that happens, unfortunately, you have wasted a lot of money in the process. The average product invests $7,000 in package design and development before the launch. So, it pays to do it right the first time and understand the obstacles before they become insurmountable.

So what's an inventor who knows nothing about packaging or even where to start supposed to do? I have created just the resource for you, "Packaging Your Invention." You can find packaging insider tips, technologies and packaging innovations to help you get started at http://packagingyourinvention.com/. There is plenty of free advice to point you in the right direction.

Why should you listen to me? I have more than 30 years of extensive experience in packaging. When I spoke at the Invention Show, a listener had this to say about my program on "Packaging Your Invention To Sell." "I learned a lot of good information about packaging. Your class opened my eyes to the importance of good packaging and how it relates to your invention's success. I could tell that you have extensive knowledge and keep up on all the trends of the industry."
The Average Inventor

So don't wait until it is so late that you are going off in the wrong direction with your product packaging. When you think about your patent, think about your packaging too. The most important thing to remember is that without a package you cannot have an invention in the market place and without the right packaging your invention will never sell. Your packaging is as important as your patent

FEATURE ARTICLE:
Is Your Packaging In The Pink? by JoAnn Hines Packaging Diva

I'm sure you are aware of the fact that October is National Breast Cancer Awareness month. It’s interesting to see how much awareness the consumer goods companies have taken in this as a marketing ploy since I started writing about cause marketing packages a couple of years ago.

This week, I received no less than five press releases about pink product packaging coinciding with the Susan Komen Race For The Cure and breast cancer awareness month. It ran from cereal to pasta. Heck, General Mills is partnering with Ellen DeGeneres to support the Race for the Cure this year and last year NASCAR was in the pink.

This is a far cry from the marketers a few years ago. As it turns out, many new companies are jumping on the "cause marketing" bandwagon in conjunction with National Breast Cancer Awareness Month by offering products in pink packages.

Right now breast cancer is the most popular female issue used in "cause" marketing. It is closely identified with marketing to women, the 80+% purchaser and decision maker of all consumer goods categories. So companies are thinking that pink is a win-win with female audiences. Yoplait, as well as Campbells Soup, has been supporting breast cancer for a number of years .

But let’s look at this a little more closely. It is important to recognize the fact that not all women are swayed by supporting a cause in their purchasing decision. It’s more complicated than just slapping a new (pink) label on the package or putting products in pink boxes. You have to connect with her in a meaningful way too. If she is not convinced about the validity of the product, then putting it in a pink package will not sway her either.

I am not sure how much each CPG company is donating to the cause but this presents a great opportunity for "cause marketing" through product packaging. You can capitalize through product packaging on other causes too. In fact, you can create ongoing cause marketing campaigns throughout the year with a little creative license.

I just received a release from Miller High Life for their Blaze Orange beer can supporting the cause for "hunting." Just kidding, but seriously everything is fair game (tee hee, no pun intended)

A word of caution be sure and consider this. There are two sides to this issue; 1) Companies that really believe in supporting the cause for which they are endorsing who develop pink products in the case of supporting breast cancer, AND 2) Companies who are use a cause as a marketing gimmick to sell more product. In this case, many people question the amount of money that is actually donated. Is it insignificant compared to the profits made during a special cause marketing campaign? I think the issue revolves around the words "a portion of the profits" and that varies from company to company.

But whatever your opinion -- whether you are induced to make a purchase or to support a cause -- packaging for cause marketing is here to stay. The question is can you make it profitable for your company to support this endeavor. Will your customer, the ultimate decision maker, look at your company in a favorable light or be turned off because they think you are out there to make a quick buck just because it’s a popular initiative at the moment? So think pink or not, be sure and understand how and why pink product packaging might impact the bottom line.

Need to understand the latest packaging trends and how they will impact consumer product purchasing? Visit the Packaging Diva website http://packagingdiva.com/ or contact the Packaging Diva by phone 1-678-594-6872 or via email at PackagingDiva@aol.com

Packaging Green Watch:
Blog
Blog:Two Cents: 20227 : Is the changing climate changing you?San Francisco Chronicle - CA, USABy eating less meat and driving less, I'm at 6, but because of ancient sunlight being in vurtually everything there is -- product/process/packaging -- it's ...
http://www.sfgate.com/cgi-bin/blogs/sfgate/detail?blogid=13&entry_id=20227

Still green, but no longer greySupplyManagement.com - London,UKGone are the days when recycled paper was fit only for egg cartons and cereal packaging. Antony Barton - examines its development as a major business ...
http://www.supplymanagement.co.uk/EDIT/Featured_articles_item.asp?id=16732

Zumbiel Packaging Chooses Renewable Energy for its New Beverage ...packagePrinting (press release) - Philadelphia,PA,USARenewable power is the latest example of Zumbiel's commitment and leadership in the areas of environmental stewardship and sustainable packaging. ...
http://www.packageprinting.com/story/story.bsp?sid=76870&var=story

Items on store shelves are following the latest green trendThe Southern - Carbondale,IL,USACertainly more paper products are following the "greening" trend by prominently labeling recycled content percentages on packaging. ...
http://www.southernillinoisan.com/articles/2007/09/22/business/21586971.txt

retailers push packagers to think "greenReuters - USABio-based packaging products are also becoming increasingly popular and being used in surprising places. International Paper for instance manufactures ...
http://www.reuters.com/article/domesticNews/idUSN2834263820070904?src=090407_1334_DOUBLEFEATURE_vital_months_in_iraq

THE DIVA'S PACKAGING PICKS OF THE WEEK:
I predicted this a while ago
Product packaging works harder, gets weirderBlogging Stocks - USASome household product manufacturers are looking to make their once utlitarian packaging so pleasing that people may be willing to display it in their homes ...
http://www.bloggingstocks.com/2007/08/11/product-packaging-works-harder-gets-weirder/

And interesting twist
CBS promotes fall lineup on food packagingCrain's New York Business - New York,NY,USA"We get people when they are least expecting messages about entertainment, but they are very receptive to them." The promotion involves the printing and ...
http://www.newyorkbusiness.com/apps/pbcs.dll/article?AID=/20070907/FREE/70907011/1040

Remember my article 100 calorie snacks smart or stupid?
Consumers Pay Hefty Premium for Air, Packaging in 100-Calorie PacksCenter for Science in the Public Interest - Washington,DC,USA"Manufacturers get the best of both worlds--they make more money, and they look like they're helping people control their weight. But consumers could save ...
http://cspinet.org/new/200708141.html

More bottled water woes
On the anti-bottled-water bandwagonLos Angeles Times - CA,USAThe company is investigating other environmentally friendly packaging alternatives, a spokeswoman said. Coca-Cola Co. has redesigned bottles for its Dasani ...http://www.latimes.com/business/custom/admark/la-fi-water14aug14,1,4661430.story?coll=la-headlines-business-advert&ctrack=1&cset=true

JoAnnPackaging DivaAll Packaging All The Time

JUST LAUNCHED
Packaging Your Invention http://PackagingYourInvention.com

JoAnn Hines (The Packaging Diva) work is featured in Package Design magazine, Shelf Impact, Webpackaging and many other packaging portals and magazines. In the month of July her packaging commentary was used in Ad Age, New York Times, Christian Science Monitor, and The Wall Street Journal. She is recognized as one 50 most influential packaging leaders in the 20th Century and is the founder of Women In Packaging http://www.womneinpackaging.org/.

Hear her commentary on packaging and manufacturing at http://www.podcasternews.com/programs/87/better-process-podcast/4067/there-are-many-many-issues-about-packaging/

Attention Inventors: Your Packaging Is As Important As Your Patent.

2007-09-28T08:33:00.000-07:00

Attention inventors: Your packaging is as important as your patent.
Inventors invent products, but it is the packaging that is going to sell them. The average consumer spends less than three seconds making up their minds whether or not to buy a product. Consequently, you need to influence that purchasing decision. The best way to do that is with the right packaging. The right package is your "silent salesperson" and it will create the buzz that will compel consumers to pick your product off the shelf or place an order from the Internet.

Packaging is your finest and most cost effective option to persuading consumers to pick up your invention and take a closer look. Be aware that packaging an invention or a product is complicated. One mistake and you could be back to square one -- not only will the consumer not buy your product it may not even see the retailer’s shelf. Everyday I hear horror stories about product packaging that failed at retail or never made the grade to make it to the shelf. Recently, a QVC representative told me that only one out of five products make it through the QVC quality process. She indicated that much of the failure is derived from poor packaging.

When that happens, unfortunately, you have wasted a lot of money in the process. The average product invests $7,000 in package design and development before the launch. So, it pays to do it right the first time and understand the obstacles before they become insurmountable.So what's an inventor who knows nothing about packaging or even where to start supposed to do? I have created just the resource for you, "Packaging Your Invention." You can find packaging insider tips, technologies and packaging innovations to help you get started at http://packagingyourinvention.com/. There is plenty of free advice to point you in the right direction.

Why should you listen to me? I have more than 30 years of extensive experience in packaging. When I spoke at the Invention Show, a listener had this to say about my program on "Packaging Your Invention To Sell." "I learned a lot of good information about packaging. Your class opened my eyes to the importance of good packaging and how it relates to your invention's success. I could tell that you have extensive knowledge and keep up on all the trends of the industry."
The Average Inventor

So don't wait until it is so late that you are going off in the wrong direction with your product packaging. When you think about your patent, think about your packaging too. The most important thing to remember is that without a package you cannot have an invention in the market place and without the right packaging your invention will never sell.

Regards,
JoAnnPackaging Diva
All Packaging All The Time
JUST LAUNCHED
Packaging Your Invention http://PackagingYourInvention.com

JoAnn Hines (The Packaging Diva) work is featured in Package Design magazine, Shelf Impact, Webpackaging and many other packaging portals and magazines. In the month of July her packaging commentary was used in Ad Age, New York Times, Christian Science Monitor, and The Wall Street Journal. She is recognized as one 50 most influential packaging leaders in the 20th Century and is the founder of Women In Packaging http://www.womneinpackaging.org/.

Hear her commentary on packaging and manufacturing at http://www.podcasternews.com/programs/87/better-process-podcast/4067/there-are-many-many-issues-about-packaging/

Packaging "Greenwash" - Saving the Environment

2007-09-10T07:34:00.000-07:00

Packaging News You Can Use
Tip Of The Week Issue #1281 - September 7, 2007
Publisher: JoAnn Hines JoAnn@packagingdiva.com
http://packaginguniversity.com/
http://packagingdiva.com/
http://packagingbootcamp.com/
http://packagingcoach.com/
http://doityourselfpackaging.com/

Launching any day
PackagingYourInvention.com

MESSAGE FROM THE PACKAGING DIVA:
I have been so busy setting up my packaging network on Linked In this week that I decided to reprise one of my most requested articles "Packaging Greenwash - Saving The Environment" instead of writing a new one.

If you want to be added to my packaging network 200 and counting sign on to Linked In
http://www.linkedin.com/ and send me an invitation. Make sure and mention the Diva so I know the connection.

PACKAGING QUESTION OF THE WEEK:
From Kate at Paxonix: I am doing some research and am looking for some info about what a recall might do to packaging costs for a company, particularly a pharmaceutical company. Can you direct me to a resource or maybe someone who might have this sort of data?

Remember to respond back to me and I'll compile the answers.

FEATURE ARTICLE:
Packaging "Greenwash" - Saving the Environment by JoAnn Hines Packaging DivaWow, have I been flooded with a host of new "green" packaging innovations. Everyone is jumping on the environmentalist’s green band wagon. I am constantly asked if environmental sustainability is a flash in the pan. If this is any indication, the recent Sustainable Packaging Forum was sold out with attendees looking for the latest packaging news in saving the environment.

I have joked before that packaging is the true cause of "global warming." But seriously, what is the reality? What is the real truth behind companies touting green packaging for the benefit of society? Environmental issues are a hot topic right now, so people are climbing aboard. Global warming topics are on the news daily and people are looking for scapegoats as to its cause. Companies such as Wal-Mart are driving manufacturers to consider more environmentally friendly options in their packaging materials. In fact, they just unveiled their packaging scorecard to continue their commitment of reducing packaging across its global supply chain by 5 percent by 2013.

The packaging industry is often chastised for having unfriendly environmental policies. I'm not here to debate this point, but I do want to talk about using environmental issues in a positive and realistic manner.
Let's take the word "green" as an example. Obviously, we think of the color first. But what about the variations of the definition that relate to packaging?
How green is your packaging world?
• Green could mean less damage to the environment.
• Green could imply producing packaging from renewable resources.
• Green could entail designing products for environmental sustainability.
• Green could connote the use of less material and recyclable and degradable materials.

So "green" can be maximized for branding purposes in a host of different ways. If you have a "green" packaging product what ways are you capitalizing on the current media exposure? (In addition to sending out a press announcement.)

Here are a few points to consider:
• Did you support or promote participation in any Earth Day activities?
• Do you belong to one of the many organizations that support "green" and the environment?
• Did you orchestrate your new packaging introduction to coincide with Earth Day or other environmental events?
• Have you submitted your green product to the numerous packaging associations that offer opportunities for environmental awards?
• Have you submitted your package to any of the non packaging related organizations that have "environmental" awards?
• Do you have a plan in place for your staff to understand and utilize in order to build your "green" brand?
• Do your employees believe in being "green?" (This is a very important buy in.)
• Have you looked at any websites such as treehugger.com (great site with lots about packaging) to see what they are doing?

Sure it seems a bit far fetched but Treehugger lives in the blogosphere world and we all know how important blogging is to the media. Try a quick GOOGLE search for "green packaging." Yes, there are a few products listed but what is more important is what is NOT there. A huge area of untapped marketing potential is available for increasing the visibility for your packaging products.

No matter how unusual or "out there" the opportunity seems do not under estimate who will see and read about your "green" brand. The branding hot spots I want you to think about are:

(1) Is your "green" packaging product is a flash in the pan?

(2) Has there been serious brand integration of the "green" message throughout your company?

(3) Are you using your "green" message in all the promotion, literature and media exposure? The reality begs this question.

Are you packaging "greenwash" to capitalize on a current media trend or are you saving the environment with "true" environmentally friendly packaging?

PACKAGING GREEN WATCH:
The Bosch XEO is the latest must have gadget for eco-conscious ...FemaleFirst.co.uk - Ashton-in-Makerfield,Wigan,UKCutting cardboard boxes down to recycling size in no time at all and powering through plastic packaging, so that the kitchen can stay tidy and free of ...
http://www.femalefirst.co.uk/homeandgarden/Bosch-660.html

Steps to Implement Green RecruitingHuman Resource Executive Online (subscription) - Horsham,PA,USAThis means putting pressure on product advertising and marketing to include in your product ads and packaging the fact that your products are eco-friendly. ...
http://www.hreonline.com/HRE/story.jsp?storyId=26541280

Vino Goes Green From Grapes to PackagingPR Newswire (press release) - New York,NY,USAThe packaging strategy is part of a growing idealism in which people, manufacturers, businesses, organizations and the government are participating to ...
http://sev.prnewswire.com/food-beverages/20070830/AQTH00130082007-1.html

The Cycle of Packaging Evolution (COPE)PR Leap (press release) - Chula Vista,CA,USACOM) Paragon Print and Packaging have created a portfolio of packaging products to compliment the cycle of packaging evolution (COPE). ...
http://www.prleap.com/pr/91894/

THE DIVA'S PACKAGING PICKS OF THE WEEK:

I found this amusing....
The Neosporin travel tote: Tracking down the human behind the crap ...San Francisco Chronicle - CA, USA"And essentially it's just more packaging, which puts it against a growing trend: Companies are really starting to go in the other direction with packaging, ...http://www.sfgate.com/cgi-bin/article.cgi?f=/g/a/2007/08/27/onthejob.DTL

Mussels can get new packaging too...
Canadian mussel processor granted packaging patentFish Update - Edinburgh,UKThe company employs more than 150 people and ships its "Canadian Cove" products around Canada, to the US and Europe. www.fishupdate.com is published by ...
http://www.fishupdate.com/news/fullstory.php/aid/8449/Canadian_mussel_processor_granted_packaging_patent.html

Remeber the question of the week about products packaged in China?
China Steps Up Efforts to Cleanse ReputationNew York Times - United StatesLast week, for instance, China blocked imports of American wood packaging material after finding them contaminated with what inspectors said were "worms and ...
http://www.nytimes.com/2007/09/05/business/05counter.html?_r=1&adxnnl=1&oref=slogin&adxnnlx=1189177218-xvBNETZQ9JMzsnvs1ZjAAg

This is interesting...
Applied DNA Sciences To Present at The Future of Ink On Packaging ...Business Wire (press release) - San Francisco,CA,USAThe development of inexpensive, high-quality printing equipment has facilitated the mass production of counterfeit packaging, which can often be difficult ...http://home.businesswire.com/portal/site/google/index.jsp?ndmViewId=news_view&newsId=20070906005940&newsLang=en

Regards,
JoAnnPackaging Diva
All Packaging All The Time
JoAnn Hines (The Packaging Diva) work is featured in Package Design magazine, Shelf Impact, Webpackaging and many other packaging portals and magazines. In the month of July her packaging commentary was used in Ad Age, New York Times, Christian Science Monitor, and The Wall Street Journal. She is recognized as one 50 most influential packaging leaders in the 20th Century and is the founder of Women In Packaging http://www.womneinpackaging.org/.

Hear her commentary on packaging and manufacturing at http://www.podcasternews.com/programs/87/better-process-podcast/4067/there-are-many-many-issues-about-packaging/

See her special report on "Packaging Your Invention To Sell" at http://packaginguniversity.com/

Purchase her workbook, Do It Yourself Packaging at http://doityourselfpackaging.com/
Coming Soon: http://packagingyourinvention.com/

External Influences Will Impact Product Packaging

2007-08-24T09:42:00.000-07:00

Packaging News You Can Use
Tip Of The Week
Issue #1281 - August 23, 2007
Publisher: JoAnn Hines
JoAnn@packagingdiva.com
http://packaginguniversity.com/
http://packagingdiva.com/
http://packagingbootcamp.com/
http://packagingcoach.com/
http://doityourselfpackaging.com/

Coming Soon
http://packagingyourinvention.com

MESSAGE FROM THE PACKAGING DIVA:

So You Think Your Produce Packaging Is The Best? Let The Packaging Diva Decide.

Think you have a great produce packaging? Why not find out for sure from one of the top consumer products packaging experts. Due to her extensive produce packaging experience, JoAnn Hines the Packaging Diva was selected as one of the judges for the inaugural event the Produce Marketing Association’s (PMA) new Impact Award: Excellence in Produce Packaging.

The award was created to recognize companies who best demonstrate “out-of-the-box-thinking” and packaging excellence. If you think this applies to your packaging be sure and enter this competition. Ms Hines will be on the lookout for the most innovative, exciting and new produce packaging that "connects" with the consumer.

A winner will be selected in each of the five packaging award categories: food safety/traceability, functionality/technology, marketing design/messaging, sustainability, and merchandising/transportability. All nominated packaged products must be currently commercially available. Awards will be presented October 13, 2007, during Fresh Summit’s Saturday Breakfast General Session Submission forms and instructions can be found at http://www.pma.com/packagingaward/.

FEATURE ARTICLE:

External Influences Will Impact Product Packaging by JoAnn Hines Packaging Diva

Consider this recent headline"Tesco pledges to cut packaging by a quarter...."Supermarket giant Tesco today pledged to reduce by a quarter the amount of packaging used in both branded and own-label products within the next three years.

Uh-Oh! Are you worried? Well, you should be. External influences can shape the face of packaging materials for now and in the future. Many times this will be totally outside of your control. Legislation could be enacted; there could be a product security scare or another incident like 911. All of which could dramatically shape the success --and failure-- of your product and its packaging.

Each January I write a packaging trends piece. It’s about where the packaging industry is going now and in the future and what external influences will drive that change. Trends are an important predictor of where the market is moving. Trends are more long lived than fads. Trends will influence product development for several years and sometimes they will become mainstream.

After reading the headline above, what’s your gut reaction? It better be that this is a serious trend. Not only is the reduction of packaging materials big news so is the use of environmentally friendly materials. What’s driving this trend? It is big box retailers like Wal-Mart and Tesco and more recently consumers.

Read this headline too
BENTONVILLE, Ark., – Today at the second annual Sustainable Packaging Exposition, Wal-Mart Stores, Inc. (NYSE:WMT) released the initial results of its Packaging Scorecard. The scorecard, which was officially unveiled at the Clinton Global Initiative in September 2006 and launched on February 1, 2007, evaluates Wal-Mart and Sam’s Club suppliers on the sustainability of their packaging and offers suggestions for improvement. The results from the first month of operation show active use of the scorecard and a strong interest from product suppliers to make their packaging more sustainable. The scorecard implementation is Wal-Mart’s next step in moving toward achieving a five percent reduction in packaging by 2013.

Are you getting the message loud and clear? It is plain and simple: material reduction and more sustainable packaging materials. If you are not considering this as part of your long term packaging plan, then you might have problems down the road. “Green” is here to stay this time.

Besides the green movement what other factors can influence product packaging? What about product security and integrity? Given the rash of recent product recalls (for a variety of reasons) product security has become paramount. States could enact legislation or at the very least mandate that your product packaging has a tracking device. Now this is not the same as RFID; similar but not the same. The latest devices allow you to track products all the way back to the field it was grown in and it provides a track back for every step along the way.

Some retailers may mandate that RFID be included on all product packaging. Will you be prepared? RFID interestingly is a two edged sword. There are some watchdog groups the feel that the RFID mandate is being taken too far. That is tracking what you buy, how you use it and ultimately how you dispose of it.

Recently, a major outlet demanded that all their vendors not only source their products but their packaging not from China but from the US. Trends like this are hard to ignore. If you are outsourcing your product and your packaging or even just the packaging to another country, do you have plan B in place should this happen to you?

It’s your product and you will need to package it properly while being careful to keep all the external influences in mind. The warning signs are out there. Its up to you to look for them and anticipate the possible influence on your product.

Want to know more about waht impacts your product packaging? Be sure and read my weekly newsletter "Packaging News You Can Use." People hire me to advise them on this stuff to so why not contact me the Packaging Diva one of the top consumer product packaging experts via email at joann@packagingdiva.com or by phone at 1-678-594-6872. I can help you package your product to sell just like I have helped hundreds of happy clients.

PACKAGING GREEN WATCH:

Can Green Make Green?
By DAN MITCHELLThe technology-business blog GigaOm is launching a new blog to cover the burgeoning green technologies business.
http://www.nytimes.com/2007/07/21/business/21online.html?ex=1188100800&en=db934dbfd85cbbea&ei=5070

Green People's Charlotte Vøhtz on eczema and organic shampoo
Newconsumer.com - London,London,UKPackaging can be a real headache - we have chosen PP and HDPE for the majority of our products. Lately we have changed to airless pumps, which have enabled ...
http://www.newconsumer.com/interviews/with/2929/

Women Are From Earth, Men Are From Terra Firma
Grist Magazine - Seattle,WA,USA... for their households, and women sign 80 percent of all personal checks, it's safe to say that women are leading a quiet revolution in green consumerism.http://www.grist.org/comments/soapbox/2007/07/31/gould_hosey/

Paper or Plastic? Packaging Goes Green

The advent of treeless paper and biodegradable plastics has further complicated the age-old supermarket question: "Paper or plastic?" Researchers making sustainable paper and plastic products discuss how U.S. efforts to switch to Earth-friendly packaging measure up with efforts in Europe.
http://www.npr.org/templates/story/story.php?storyId=11954271

THE DIVA'S PACKAGING PICKS OF THE WEEK:

Milk packaging goes retro in glass
Kansas.com - KS,USAAs outrageous as the idea may sound to younger people, many older consumers recall glass bottles fondly as providing colder, creamier, fresher-tasting milk. ...
http://www.kansas.com/news/story/146879.html

Smart Bluetooth-enabled pharma packagingA global packaging firm has hooked up with a company specialising in electronic disease management solutions to develop a new generation of electronically-enhanced pharmaceutical packaging.
http://us-pharmatechnologist.com/news/ng.asp?n=79175-meadwestvaco-confidant-international-packaging-bluetooth-compliance

So You Think Your Produce Packaging Is The Best? Let The Packaging Diva Decide.

2007-08-21T10:52:00.000-07:00

Think you have a great produce packaging? Why not find out for sure from one of the top consumer products packaging experts. Due to her extensive produce packaging experience, JoAnn Hines the Packaging Diva was selected as one of the judges for the inaugural event the Produce Marketing Association’s (PMA) new Impact Award: Excellence in Produce Packaging.

The award was created to recognize companies who best demonstrate “out-of-the-box-thinking” and packaging excellence. If you think this applies to your packaging be sure and enter this competition. Ms Hines will be on the lookout for the most innovative, exciting and new produce packaging that "connects" with the consumer.

A winner will be selected in each of the five packaging award categories: food safety/traceability, functionality/technology, marketing design/messaging, sustainability, and merchandising/transportability. All nominated packaged products must be currently commercially available. Awards will be presented October 13, 2007, during Fresh Summit’s Saturday Breakfast General Session Submission forms and instructions can be found at http://www.pma.com/packagingaward/.

Need packaging help? Why not contact me the Packaging Diva one of the top consumer product packaging experts via email at joann@packagingdiva.com or by phone at 1-678-594-6872. I can help you package your product to sell just like I have helped hundreds of happy clients.

Packaging That WORKS

2007-08-17T07:34:00.000-07:00

Packaging News You Can Use
Tip Of The Week Issue #1280 - August 17, 2007
Publisher: JoAnn Hines
JoAnn@packagingdiva.com
http://packaginguniversity.com/
http://packagingdiva.com/
http://packagingbootcamp.com/
http://packagingcoach.com/
http://doityourselfpackaging.com/

Coming Soon
http://packagingyourinvention.com

MESSAGE FROM THE PACKAGING DIVA:
If you have an innovation new product package be sure and submit it to the
PMA Impact Award: Excellence in Produce Packaging.
( I'm going to be one of the packaging judges for this inaugural event)

In recognition of the critical importance packaging plays in increasing the sales of fresh fruits and vegetables, the Produce Marketing Association (PMA) announces its new PMA Impact Award: Excellence in Produce Packaging. An award will be granted in five categories: food safety/traceability, functionality/technology, marketing design/messaging, sustainability, and merchandising/transportability. Multiple submissions from one company will be accepted with the completion of a separate nomination form for each submission. All nominated packaged products must be currently commercially available. Awards will be presented October 13, 2007, during Fresh Summit’s Saturday Breakfast General Session that begins at 7:30 a.m. www.pma.com/freshsummit.

PACKAGING QUESTION OF THE WEEK:

From Bob: Are you concerned about the carbon footprint of product packaging? How are you tracking it and what types of measuring devices are you using?
I'll compile the answers in a future issue.

FEATURE ARTICLE:
Packaging That Works by JoAnn Hines Packaging Diva

What product have you purchased lately that you really loved the packaging?One that you have not complained that it’s over packaged but felt like the package really worked in conjunction with the product inside.
There have been lots of great new packaging innovations that have made our lives easier. There are also so many packaged products that we simply take for granted never understanding that the packaging make it possible. These are everyday items that we never consider how they got to us.
Would we have potato chips without a package? No way.What about eggs? Did you know that every year there are dozens of egg drop competitions around the country creating new and unique product packaging for eggs? Have you popped any popcorn in the microwave lately? It’s the packaging that makes microwave popcorn possible. How about toothpaste? Are you making your own or are you like the majority of people that buy it prepackaged?
The list of packaging innovations that influence our daily lives is astounding.I worked on a project a couple of years ago to list the most important packaging innovations in the last 50 years. There were so many choices that it was hard to select the top ten. Terms like microwaveable, juice box, shelf stable, home meal replacement are direct results of product packaging innovation.
Now we can’t all come up with packaging innovations that revolutionize a product category. But how can you integrate innovation concepts into YOUR product packaging?
Let me give you a few examples to start you thinking:
Domino Foods took sugar out of a paper bag and put it into a resalable plastic canister.
Sargento Cheese put a reclosable zipper on its shredded cheese packaging.
Heinz Catsup not only created an upside down dispenser but shaped the bottle to fit inside the refrigerator door.
Wishbone Salad Dressing developed a spritzable salad dressing instead of pourable.
Clorox bleach pen that allows a bleaching application to be applied directly to the stain.
All of these packaging concepts had the consumer in mind when they developed alternative packaging methods. In some cases, they fulfilled an unmet consumer need -- in other cases they made our lives easier. So what can your product packaging do? How will it answer a consumer desire, want or need? If the package is integral to your product then you better start thinking of how you will answer that question.
Here is a start to get those creative juices flowing.
• What can your package do that isn’t being done currently?
• Can you make it easier to use?
• Can you dispense the product in a different manner?
• Can you extend the life expectancy of a particular product?
• Can you offer it in different sizes or shapes than the current market?
• Can you use less packaging materials or environmentally responsible ones?
• Can you make it easier to store or handle?
• Can you make it easier to read or understand what is inside?
Even more revolutionary, can your product tell the consumer when the product is spoiled, bad or has been tampered with? Yes, that technology is out there. Look for it to be the coming wave of new package innovation.
Any package innovation that provides product security, integrity and ensures the product is uncontaminated is a winner. It is imperative that it fulfill a consumer need for product trust.All of these above are consumer wants, desires, issues or needs. How can you provide them the product packaging that works in satisfying these (in many cases) unmet needs?
Need packaging help? Why not contact me the Packaging Diva one of the top consumer product packaging experts via email at joann@packagingdiva.com or by phone at 1-678-594-6872. I can help you package your product to sell just like I have helped hundreds of happy clients.

PACKAGING GREEN WATCH:
The Incredible, Shrinking Packaging
WCCO - Minneapolis,MN,USA... and it's not because corporations are trying to rip people off. There's a major effort underway to cut down on over-sized and over-wrapped packaging. ...http://wcco.com/consumer/local_story_197233456.html

Recycled plastics used in packaging
Kansas City Star - MO,USA"Some people are already making new packaging out of recycled bottles," Brown said during a recent interview at aWhole Foods store, where he was marketing ...http://www.kansascity.com/438/story/232886.html

THE DIVA'S PACKAGING PICKS OF THE WEEK:

More On Bottled Water
Message in a Bottle
Fast Company - USAIts packaging and transport depend entirely on cheap fossil fuel. Yes, it's just a bottle of water--modest compared with the indulgence of driving a Hummer. ...
http://www.fastcompany.com/magazine/117/features-message-in-a-bottle.html

About Carbon Footprints
Help! I'm food confused
Times Online - UKThen there's all the packaging, the energy-hungry refrigeration, the distance between farm, slaughterhouse and supermarket depot. ...
http://www.timesonline.co.uk/tol/life_and_style/food_and_drink/real_food/article2079701.ece

Will she, won't she?
Economist - UKNor might they ask if a "customer" or "shopper" would buy a putative new product. They are more likely to ask: "Would 'she' buy it?" Women have long ...
http://www.economist.com/business/displaystory.cfm?story_id=9619074

Have a glass of wine, literally
Napa Valley Register - Napa,CA,USABy Jack Heeger The latest in unusual wine packaging comes from Francis Ford Coppola, who has introduced his Rosso and Bianco wines in reusable plastic ...
http://www.napavalleyregister.com/articles/2007/08/10/columnists/jack_heeger/doc46bbf381d9f34549090599.txt

Outpackaging The Competition Before They Outpackage You

2007-08-10T07:17:00.000-07:00

Packaging News You Can Use
Tip Of The Week Issue
#1279 - August 3, 2007 Publisher: JoAnn Hines
JoAnn@packagingdiva.com
http://packaginguniversity.com/
http://packagingdiva.com/
http://packagingbootcamp.com/
http://packagingcoach.com/
http://doityourselfpackaging.com/
Coming Soon
Packaging Your Invention
http://packagingyourinvention.com

PACKAGING QUESTION OF THE WEEK:
I'm sure you are busy getting ready for back to school but please take the time to answer this important question.

Barry one of my clients posed this question: As you know China has been hit with some bad press lately; specifically, China manufacturing - Safety and Quality... mainly in the food industry. As American brands continue to manufacture, in our case, products in China, are you seeing statements being made on packaging to ensure a brands commitment to safety and quality or are brands staying away from such statements because of the attention to the negative? Statements like: "Designed and Tested in the US. Made in China" "Made in China, tested in America" What's your opinion and have you started implementing similar statements on your product packaging? I'll compile the answers in a future issue.

FEATURE ARTICLE:
Outpackaging The Competition Before They Outpackage You by JoAnn Hines Packaging Diva

Does a product’s packaging count or make a difference in the eyes of the consumer? Traditional advertising and marketing methods are under attack. They just aren't working anymore. Is your product packaging prepared to take their place? The important issue to recognize is that the package is in a position of power. It can capture a consumer at the first point of contact in a retail environment.

Consider this recent announcement:<>Preschoolers recognize the role packaging has to play. Through the power of the package, the children preferred the McDonald’s carrots!

Seriously, the packaging can make or break the sale in many cases. Just think about the last time you purchased something new. What compelled you to pick it up off the shelf? The package and the message it conveyed to you of course!

Ponder these important facts.
• The average consumer takes only 2.6 seconds to make up their minds whether to purchase your product or not. (So, will your product stand out from the competition?)
• 70 percent of all purchasing decisions are made at the store (This provides an unlimited opportunity to tell your product’s story -- provided you capture their attention).
• Women either influence or make the purchasing decision 85 percent of the time. (This means you have to sell to her first regardless of who she is shopping for.)

Packaging is your silent salesperson. It tells all there is to know about the product inside. So it better be on track with the right message to the right consumer.

The package has an immense role to play. Besides transporting, protecting and keeping your product secure consider what other things the package is doing simultaneously: educating about what's inside or how to use the product, helping the consumer to make an informed purchasing decision, making it convenient and easier for the customer to use, providing a sense product integrity and trust in your brand. Heard enough? Can your package meet these criteria?

Think about the people who shop and interact with your package. Today’s consumer is a moving target. You have market trends, demographics and market niches that are continually evolving at any point in time. It's your product packaging “connecting” to them with the right message. That core “message” is one of the most important attributes of your product packaging.

The package needs to "engage" the consumer by clearly stating value, benefits and reasons why a consumer should make the purchase. How will purchasing the product make someone's life easier? How easy or convenient is it to use? How does it mesh with the consumer’s lifestyle? And most importantly, what's in it for the consumer once they make the purchase?

Ask yourself these important questions that will help you build your package brand and set you apart from your competition.
• Who is your buyer?
• How old is your buyer?
• Where does your buyer shop?
• How often do they shop?
• What features are they looking for in your product packaging?
• What is the most important aspect of your product package that will appeal to the buyer?
• Will your package persuade people to buy it?
• Can your package be easily compromised, tampered with or counterfeited?
• Is environmentally friendly or green consumerism important to your product message?
• What "hot" emotional buttons will engage your consumer? Is it color, shape, design, user friendly, fashion statement, trendy, "in style", eco friendly or just plain cool!!

It could be any or all off the above but it needs to marry up with your targeted consumer’s expectations.

So before you packaging anything or rework your product packaging, ensure you understand your audience. Articulate your core message though creating product packaging that matches the consumer needs with their product expectations. Be prepared for your product packaging to fill the void left by your competition by understanding clearly who your consumer is and what they want from you and your product.

Outpackage them before they outpackage you.

Need packaging help? Why not contact me the Packaging Diva one of the top consumer product packaging experts via email at joann@packagingdiva.com or by phone at 1-678-594-6872. I can help you package your product to sell just like I have helped hundreds of happy clients.

PACKAGING GREEN WATCH:

Biopackaging push needed from government says reportA lack of government policies and slow industry takeup of biopackaging represents a missed branding opportunity for drinks manufacturers, according to a new report...
http://www.packwire.com/news/ng.asp?n=78592&m=2PKW731&c=civvshurcgmxuib

Environmentalists Against "Buying Green"The Ayn Rand Institute - Irvine,CA,USAIrvine, CA--With organic food in every grocery store and hybrid cars on every stretch of freeway, "green consumerism" has become commonplace. ...
http://www.aynrand.org/site/News2?JServSessionIdr002=6jllq098x5.app1a&page=NewsArticle&id=15295&news_iv_ctrl=1221

Earth TalkRichmond.com - Richmond,VA,USAKnown within the packaging industry as expanded polystyrene (EPS) and usually bearing the "#6" recycling symbol, Styrofoam (which is actually the trademark ...
http://news.google.com/news?hl=en&ncl=http://www.richmond.com/sci-tech/output.aspx%3FArticle_ID%3D4785426%26Vertical_ID%3D127%26tier%3D1%26position%3D2

THE DIVA'S PACKAGING PICKS OF THE WEEK:
Read this interesting article on packaging.

When Cookies Catch the Cooties - 2007-07-09exduco.net - Toscany,ItalyDURHAM, NC -- Of all the things companies worry about when selling food products, catching "cooties" is probably not high on the list. ...
http://www.exduco.net/news.php?id=1885

Bottled water labels don't tell the whole storyMSNBC - USABy Phil Lempert Bottled waters may soon be getting clearer. No, I'm not talking about the clarity, or even purity, of the waters that we Americans spent $15 ...
http://www.msnbc.msn.com/id/20055639/

Packaging Legislation Becomes More Stringent in ChinaBusiness Wire (press release) - San Francisco,CA,USAOur Packaging Industry in China market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest ...
http://home.businesswire.com/portal/site/google/index.jsp?ndmViewId=news_view&newsId=20070805005003&newsLang=en

Federal Health Panel Ignores Evidence of Risk From Food-Packaging ...AScribe (press release) - USAAmong the inexcusable shortcomings of the report endorsed by the Center is its failure to account for people most at risk from BPA. ...http://newswire.ascribe.org/cgi-bin/behold.pl?ascribeid=20070808.142538&time=14%2050%20PDT&year=2007&public=0