Tag Archives: environment

The 4 steps to every consumer purchase – Week 4

19 Friday Apr 2013

Posted by in Consumer Satisfaction, Marketing, Packaging Design, Product Development

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Week 4This week we are wrapping up our series with The 4 Steps To Every Consumer Purchase.  If you missed any of the previous weeks, you can find them here…Week 1 – Scanning, Week 2 – Price, Week 3 – Comparison.

Step 4: The Final Step
Making a purchase is an emotional process.  Manufacturers need to offer products that help the consumer confirm that they are making the right decision.  The last and final step is the Confirmation step.

The Confirmation Step
In this step the product is in the hands of the consumer.  They have reviewed the benefits, features, and price point.  We now have to win the emotional connection with the consumer.  Most consumers have had problems with products they purchased in the past and want to ensure this doesn’t happen again.  They are asking the following questions:

  • Will I have to return this product later?
  • Will this product be easy to use?
  • How long will the product last?
  • Most importantly…do I “feel good” about this purchase?

Feeling Good – Emotional Connection
Yes, it’s true.  Consumers need to feel good as they make the walk to the register with your product in hand. Have you ever purchased a product and shortly after leaving the store felt regret about your purchase?  This is called “buyer’s remorse” and it is a very real emotional response in the buying process.  If, through your packaging you have answered the price (value) and comparison questions, then the potential for a negative emotional response is reduced greatly.  Packaging has the ability to generate excitement about the purchase as well as an eager expectation when the product is removed from the packaging. When all of these steps are in line, you have a successful package. The way your product is packaged matters. Consumers respond when products are packaged with them in mind. They receive the needed confirmation that the product is exactly what they are looking for, this is successful packaging.

When the consumer confirms that you have the best product and they have a sense of security with their purchase, loyalty is built.  Can you think of any products that have a loyal following?  If so, care was put into the way that product was packaged.  Packaging does matter, and those who take the time to understand how to package their product to communicate all 4 steps will have a better chance of building their customer base.

For more information on creating packaging that captures all 4 steps and helps to build customer loyalty, contact Brian Pankratz, bpankratz@mercuryplasticsinc.com.

Don’t miss a week! To get the next post in this series sent directly to your email, subscribe at, www.brianpankratz.com.

5 Reasons You Must Shop Your Own Product

23 Wednesday Jan 2013

Posted by in Consumer Satisfaction, Marketing, Packaging Design, Product Development

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Store OverviewHave you ever been in a store and shopped the product you manufacture?  Not only shopped your product, but also shopped your competitor’s product?

If so, what did you learn?

Maybe a better question is…what can you learn by shopping your own product and why would you want to do this?

Here are five reasons why you should shop your own product…

1.  Know what the retailer is saying about your product:  Sales associates help consumers make decisions on what products they should buy.  They offer their opinion and in most cases, their opinion will sway consumers to purchase certain products.  Understand what the retailers are saying about your products.

2.  Understand what your competition is doing:  It is always a good idea to stand in the aisle where your product is offered to see how it compares to your competition.  For example: if your competition is packaging all of their product in clamshells and you have made the decision to use bags, your presentation may lose the sale.

3.  Shelf placement:  Does shelf placement matter on how you package your product?  The answer is…Yes.  This will help determine how you show your product in the packaging.  It’s not easy to always know where your product will be placed, but some items are commonly placed in certain areas.  Whether in a bulk bin, end cap, or stand alone in-aisle display matters.  Maximize your products visibility by using packaging that helps show your product better from all angles.

4.  Product presentation:  This one is easy…walk up to your product as if you were the consumer and determine if your packaging has something that grabs your attention. Features can be added in the packaging design that spark curiosity and draw the consumer in.  Also look for anything that takes away from your product, such as a glare on the plastic that makes it tough to see your product.  Make sure your packaging, “POPS”!

5.  Knowledge of your product:  This one may not be for everyone, however, if your product requires the sales associate to know certain features that will help them to sell your product better, make sure they are offered information with supplemental training to inform them.  This can be as easy as inserting an extra instruction sheet into your master carton with your product that is titled, “What you need to know,” or a customer care phone number to call and get more information.  At the least, put all major selling points in your graphics so the consumer can be made aware of your products benefits.

There is a lot to learn when going shopping, do not take this environment for granted.  When designing packaging, we personally use this practice to determine how to create packaging that makes an impact on the store shelf.  After going shopping, answer the most important question of all, “with the many choices of products similar to yours, would you buy your own product?”

If you would like to learn more on creating better packaging designs for your product, contact Brian Pankratz, bpankratz@mercuryplasticsinc.com.

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– Week 2: How to cut costs and maximize profit in the new year!

29 Saturday Dec 2012

Posted by in Cost Savings, Marketing, Packaging Design, Sustainability

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made-from-100-recycled-materialsWeek 2: Sustainability increases profits!

Yes, the title is right…packaging your product in a way that communicates your companies care for the environment can help profitability.  Why?  The reason is…consumers like manufacturers that care about the environment.

A common problem
If a company cares about the environment, but doesn’t relay that message out to the consumer, how are they to know?  Another question…if you package your product with 100% recycled materials, do you think it helps to say this on your packaging, or should you just have your customer guess if you have made the
decision to be sustainable?  You guessed it, if you are taking a position to use recycled materials, tell the consumer.  For some consumers it may be the deciding factor with two like products at equal price points.

Some areas to focus on
There are easy ways to package your products to promote sustainability.  The raw materials you use, the use of certified materials or paper boards, keeping a low product to package ratio, possible down-gauging thermoformed plastics, and the best way is to actually tell the consumer verbally on your packaging.  Use easy to recognize symbols and verbiage that tell the consumer that you are focused on the environment.Dont miss a week

Consumers desire products from companies that they know are doing their part to help the environment.  My advice is…be sustainable and communicate clearly how you are helping the environment with the way you are packaging your products.

For more information on how to cut costs and maximize profit with your products, contact Brian Pankratz at Mercury Plastics, Inc, bpankratz@mercuryplasticsinc.com.

– Week 1 – How to cut costs and maximize profit in the new year!

17 Monday Dec 2012

Posted by in Cost Savings, Packaging Design, Product Development

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Cutting CostsIt’s that time of year again…executives around the globe are finalizing departmental budgets and are in the process of communicating next year’s cost savings targets.  Over the next three weeks, I want to offer areas to help find these savings since many years of eliminating waste can make it difficult to find additional savings.

Please Remember!
The first thing to remember is, just because you reduce the cost of the packaging does not mean you sacrifice quality or create a less desirable package. Both cost reductions and better overall packaging can be achieved together.

Also, if you already haven’t, I want to invite you to subscribe to this blog to receive future updates in this series.  If you know others that need this information, pass it along. If you have questions or need more help, reach out to me for help.  Here we go…Week 1: New Designs That Save.

Week 1: New Designs That Save:
One of the best ways to reduce the cost of your packaging is through creating new designs. Many different objectives can be met by creating new packaging designs. The use of more cost effective materials, using less materials, creating designs that are easier to assemble, etc., are all areas to focus.

Why is design the best?
The reason I believe this to be the best method of reducing cost is because of the added benefits that will follow.  Do you think that reducing the cost of your packaging along with increased sales would benefit your company?  Of course, and that should be the main focus when you create new designs.

What else?
Other areas to review are your graphics.  Using spot colors adds cost, are they really needed?  Understand what is involved to assemble your packaging.  Look for ways to reduce labor costs in the assembly operation (number of total pcs.).  Look for ways to create added value with innovative or captivating features.  Understand the value that each change can offer whether it is reducing costs or adding more value!

Adding these all together can bring huge costs savings while also increasing additional sales.  Don’t just alter existing designs when a fresh new look is what your brand needs.

Need help?
The task of designing new packaging can be overwhelming, don’t do it without the proper consultation.  For more information on getting the most out of your packaging, don’t hesitate to get others involved.  I have been a part of this process in the past and records speak for themselves.  Winning the Ameristar Award 5 out of the last 6 years was not easy, but we are proud of the work we were able to do for our customers.

For questions or for more information on new packaging designs, contact Brian Pankratz at Mercury Plastics, Inc., bpankratz@mercuryplasticsinc.com.

What Others Are Saying About Packaging

04 Tuesday Dec 2012

Posted by in Packaging Design, Product Development, Sustainability

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A recent article was sent out by State Farm Insurance.  It was titled, “11 Tips for an Eco-Friendly Holiday.”  It stated an amazing, yet alarming statistic from the Environmental Protection Agency that between Thanksgiving and New Year’s Day, the amount of U.S. household waste increases 25 percent (1 million tons).

What they said…
The article by State Farm covered a variety of areas to be more eco-friendly, from replanting your Christmas tree, to giving away your left-overs (my favorite).  The suggestion that got my attention was #6, “Pay Attention To Packaging- Try to purchase gifts with the least amount of packaging.”

Plain and simple
Is it just this simple?  The way to be more eco-friendly is to just buy smaller packaging?  Is this even good advice?  Although we know that there is much more than size that makes packaging eco-friendly, none of that was discussed.  Either way, it is good to note what the message was that was communicated.  We need to be aware of the messages that are being sent by those not in the industry that may influence the consumers purchasing decisions.

Capitalize
How do you get the attention of those who want to be more eco-friendly by what they purchase?  The answer is through communicating this with your packaging.  Although size of packaging is one area, consumers are looking for those companies who communicate through their look, verbiage, or graphics, etc. that they are concerned about the environment.

Going forward
This statistic is good for us to know and should push us to create more eco-friendly packaging designs. We need to be aware corporately and personally on what we are doing that contributes to the increased levels of waste, and make changes where it makes sense.

Need Help?
The environment is a serious issue.  My advice would be to make yourself aware of ways that you can improve your product’s packaging to be more sustainable.  If you need help, there are many manufacturers that stay current on new materials and process that can help.  Whether you contact me or someone else…doesn’t matter, just make the effort and do your part to help the environment.

Read State Farms full article here.

For more information on creating Eco-Friendly packaging designs, contact Brian Pankratz at Mercury Plastics, Inc., bpankratz@mercuryplasticsinc.com.

What’s Your Problem?

18 Sunday Nov 2012

Posted by in Marketing, Packaging Design, Product Development

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As product “XYZ” sits on the shelf collecting dust, the marketing and design team for the unpopular product go to work creating new packaging designs to replace their recent failed attempt.  Excitement flares with each new design that gets passed around, but wait…did anyone ask, “What’s the problem?”  Is there a reason product lingers on the shelf and attracts zero attention?

Identification
Before any new design is produced, research needs to be conducted on why the current packaging is not performing.  Many factors contribute to the success or demise of a product; including: cost, shelf visibility, quality of raw materials, graphics, colors, etc.  Before a new design is created, research should be conducted to determine what the problem is.

Example
A lot can be learned from visiting your product in the retail environment.  If you walked up to your product on the shelf to find all of your packaging slightly damaged or dented, you may have just found some answers on why your product isn’t selling.  Maybe the right materials were not specified creating packaging that is deteriorating prior to purchase.  Knowing this information would certainly be helpful when creating new designs.

Know Your Variables
There are different variables that need to be acknowledged when creating new packaging.  Variables such as visibility of product, “try me” features, benefits included, etc.  Know what type of information the consumer is looking for and then provide those features or options.

Packaging design should never detract from the product, it should always add value.  Prior to creating a new design, know why your current packaging is not performing.  Always start with identifying the issues of your current packaging so that those same issues can be avoided in future designs and you know what your problem is!

Need help with your designs?  Don’t hesitate to contact Brian Pankratz – bpankratz@mercuryplasticsinc.com.

“Buyers Guide to Packaging” – Week 1: Don’t Ask – Don’t Tell

18 Saturday Aug 2012

Posted by in Info for Buyers, Packaging Design, Product Development

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This week launches us into a new weekly series titled, “Buyers Guide to Packaging.”  The information I will be offering in this series will make it a “must read” for every buyer in the packaging industry.  If you are a buyer, then you understand fully the continued pressure to drive out waste and cut cost.

Not knowing how to do this could be frustrating at all levels.  My goal in this series is to inform buyers and give them the tools needed to maximize their buy while driving cost out of their operation without sacrificing the integrity of the brand.

Always Ask
This week I am going to give you a simple question that you can ask your packaging suppliers.  The simplicity of this question should not be confused with the results it can yield.  Your suppliers know what materials run better than others, what sizes layout better on their equipment, and ways to optimize design features for smooth manufacturing.  The problem is, some buyers never ask…and some suppliers never tell.

Why Don’t Suppliers Say Anything?
So, why is it if suppliers know how to save their customer money, they don’t say anything?  There are a few reasons why this may happen…some customers aren’t open for change, some suppliers think designs are set in stone and can’t be changed, the other reason is…buyers don’t ask.

Set Yourself Up For Success
As a buyer, it helps to know what materials are more cost effective, how certain designs dictate costs (specifically what features add cost), and the specifications of your suppliers equipment.  For example, if your supplier has an offset printer that can print up to 6 colors on the front side and 1 color on the back and you send over artwork consisting of 4 color process with 3 spot colors on the front, you just bought yourself 2 passes.  There are many examples like this, I think you see what I am talking about.

Remember that every detail matters!  Working together with your suppliers in the initial stages of projects is the best time to have these types of discussions.  Let your supplier help find ways where costs can be cut and profits can increase.  If you don’t ask the simple question, you may never get the simple answer.

Don’t miss a week, sign-up today at http://www.brianpankratz.com and get week 2 of “Buyers Guide To Packaging” sent directly to your email.

For questions or comments, please contact Brian Pankratz, bpankratz@mercuryplasticsinc.com.

5 Things You Should Never Do In Packaging

11 Saturday Aug 2012

Posted by in Marketing, Packaging Design, Quality

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We all have a list of things that we should do…but what about a list of things that we should never do?  Chances are that if you have done even one of the items listed below, you regret it today.

Facing the Facts:
Let’s face the facts…we are all busy, right?  Some companies are understaffed, overworked, and lack the tools to do the job correctly.  New products and packaging need to be developed and there just isn’t enough time in the day to get it all done.  Whether your budget isn’t big enough or you just don’t have enough time, cutting corners could lead to an unexplainable disaster.

The  5:
I am sure that if I took a poll of the general packaging community and asked the question, “What things should you never do in packaging,” I would get a wide variety of answers.  But, after all the answers were sorted, we would have some common themes that would be similar.

Here are 5 things you should never do in packaging:

    1. Make environmentally false claims on your packaging.
    2. Never ship product you know is bad.
    3. Never copy packaging without understanding if there are patents involved with  the current design.
    4. Skip valuable steps like ship tests to meet launch dates.
    5. Make material changes without informing your customer.

After reading the list, a high percentage of us will agree that the risk is not worth any short-term gain that is achieved by making an unethical decision.  Making the wrong decision can affect you personally, your company’s reputation, and the industry as a whole.

Sometimes, knowing what not to do is just as important as knowing what to do, and can certainly keep you out of imminent danger for your product and your career in packaging.

New Series Starting Next Week!
Next week I will be starting a weekly series called, “Buyers Guide to Packaging.”  Subscribe at http://www.brianpankratz.com to get it delivered directly to your email each week.