The 4 steps to every consumer purchase – Week 4

19 Friday Apr 2013

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

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This 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.

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The 4 steps to every consumer purchase – Week 3

10 Wednesday Apr 2013

Posted by Brian Pankratz in Marketing, Packaging Design, Product Development

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Welcome to week 3! Let’s recap…in week 1, we talked about the Scanning step, creating a package design that attracts the attention of the consumer. In week 2, we talked about Price, making sure the consumer agrees with your price point.

Step 3:
This week we are going to talk about what happens after the consumer finds your product and then processes the price. This step is called the Comparison step.

The Comparison Step
In the comparison step the consumer wants to make sure they have selected the best product for their money. So, even after they find what they like and agree with your price point, the consumer will still compare their choice to make sure their selection is the right one.

It is important to know what role packaging plays in this step. The way product is packaged can either bring additional value, or give the consumer hesitation in making a purchase.

Things To Think About…
Here are some things to think about when packaging your product:

Is your product the highest or lowest priced compared to your competition?
How does your competitor pack their product? If in a bag, a blister pack or clamshell may offer your product a higher perceived value.
Does your packaging help the product stand out among the other products?
Is your packaging unique?
Are the specifications or benefits of your product clearly mentioned?

The Goal
There are many things to think about when creating packaging for products that will be compared to one another. The goal is to design packaging for your product that has a loud but comforting voice to the consumer.

Each product is different and special consideration should be given to each product before assuming how it should be packaged. The goal of the comparison step is to offer security to the consumer that your product is better. Consumers aren’t afraid to spend more money if they know they are getting a better product. How does your product compare?

For more information on creating packaging that can win the Comparison step, 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.

The 4 steps to every consumer purchase – Week 2

12 Tuesday Mar 2013

Posted by Brian Pankratz in Consumer Satisfaction, Marketing, Packaging Design

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Welcome to Week 2 of “The 4 steps to every consumer purchase”. If you missed week 1, you can find it here.

Recap
When consumers shop they follow four steps before they make their purchase. Understanding the pattern and focusing on how this relates to packaging can help to sell more product, while increasing profits. In week one we talked about the first step, scanning. Consumers start the purchasing cycle by letting their eyes scan the products until one specific product wins their attention.

Step 2:
The consumer has now found a product they like, what do they do next? They look at the price. Seems pretty straight forward, right? Well it is…but the important thing in this step is to understand what questions the consumer asks after they see the price.

The Questions:
After the consumer views the price of the product, they ask themselves the following questions:

Is the price what I expected to pay for the product?
Am I getting the best product for the money?

Before the consumer looks at the price, they have an idea of what the cost should be. So, how does packaging play a role in this step? Simple, more affordable packaging can reduce the overall cost of the product. The cost of your packaging can help you to be more competitive and win more sales.

There are some simple ways to get cost of out your products packaging without sacrificing quality or overall design. Reducing the product to package ratio and using alternative recycled materials are good places to start, but there are many other ways to reduce cost. New designs that can attract more consumers should be considered as well.

The goal is to improve each step of the process. Creating a new design that is more attractive along with reduced costs in packaging is a great combination that will help to win the sale.

Join us next week as we learn what happens when the consumer isn’t satisfied with the price point of your product.

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

To learn more about creating packaging designs that save you money and increase profit, contact Brian Pankratz, bpankratz@mercuryplasticsinc.com.

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

29 Saturday Dec 2012

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

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Week 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.

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.

What Others Are Saying About Packaging

04 Tuesday Dec 2012

Posted by Brian Pankratz in Packaging Design, Product Development, Sustainability

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brian pankratz, brianjpankratz, cost reduction, Design, designs, Display Pack, environment, holiday packaging, Holiday packaging ideas, Innovation, Marketing, New packaging designs, new product, packaging, packaging and containers, packaging assembly, packaging companies, packaging design, Packaging solutions, packaging supplier, pankratz, printing, product development, Product Packaging, Quality, single source, sustainability, thermoforming

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 Brian Pankratz 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.

Your Packaging Thinks You’re a “!@#$%^!”

03 Saturday Nov 2012

Posted by Brian Pankratz in Marketing, Packaging Design, Product Development

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advertising, assembly, brian pankratz, brianjpankratz, cost reduction, cost savings, Design, designs, Display Pack, Emotional Marketing, Innovation, Marketing, maximize profit, New packaging designs, new product, packaging, packaging and containers, packaging assembly, packaging companies, packaging design, Packaging solutions, packaging supplier, pankratz, printing, product development, Product Packaging, purchasing, Quality, single source, Supplier, sustainability, technology, thermoforming

If your packaging could talk…what would it say? What would it say about both you and your company? Some of us are thinking to ourselves that we’re very happy our packaging can’t actually talk. A smaller percentage of us wonder what would actually be said. Regardless of the side that you take with wanting your packaging to talk, there is a sobering truth that lingers.

The Truth
The truth is…packaging does talk. How we package our products tells a lot about us. This is consistent with many things in our lives…how we dress, the car we drive, the words we use, etc., all tell a little bit about who we are. This goes the same for how you package your product.

Write the Script
Determine what you want your package to say. Certain colors, textures, fonts, and shapes all communicate different messages. Being unique and creative is essential and will help your packaging to speak loud and clear.

Details
Great manufacturers understand that every detail matters. If you want to be regarded as a top innovator, your packaging should be as innovative as the product inside. Doing this gains confidence with the consumer that attention has been given to every detail, even the packaging. Do consumers notice this? Absolutely!

Your packaging is talking…did you tell it what to say or is it telling everyone that you are a !@#$%^!

If you would like more information about ways to create packaging that speaks a clear message, contact Brian – bpankratz@mercuryplasticsinc.com.

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Don’t Waste a Holiday! Holiday Packaging Ideas

28 Sunday Oct 2012

Posted by Brian Pankratz in Marketing, Packaging Design, Product Development

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As the 2012 holiday season approaches, shoppers prepare to rush the stores in search of gifts for family and friends. A survey conducted by BIGinsight reported that the average holiday consumer will spend approximately $750/person on gifts, décor, greeting cards and more this holiday season. According to the National Retail Federation, holiday sales are projected to increase this year 4.1 percent to $586.1 billion.

Do Not Waste!
With such a huge market for products to thrive in, manufacturers cannot afford to waste a holiday! Each manufacturer needs to understand how they can package their products to reach the holiday consumer. I understand that some products do not lend themselves to a holiday market, but for those who do, capitalize on the opportunity.

My Surprise
I was recently discussing packaging ideas with an established candy manufacturer for one of their everyday items. When I asked what they do for the holiday season, they answered, “nothing.” To my surprise, I couldn’t figure out why they would let the holidays go by without some sort of offering. They have so many different great products, a holiday variety package including some of their best sellers could be a huge hit. Unfortunately, no thought was given to creating a product offering for their faithful following.

Time for Ideas
Start planning now for ways your product can capitalize on the 2013 holiday consumer market. Be creative…there are many different segments of the holiday market that need good gift solutions for those “hard to buy for” people!

Whether your product can be packaged for corporate gifts or stocking stuffers, find the packaging that offers a great gift idea. Generate cost effective ways that you can help others make shopping this holiday season easier.

If you would like more information about ways to create holiday packaging ideas, contact Brian – bpankratz@mercuryplasticsinc.com.

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Series Finale “Buyers Guide to Packaging” – Week 9: Are You Impressionable?

14 Sunday Oct 2012

Posted by Brian Pankratz in Info for Buyers, Packaging Design, Quality

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If you have been following the “Buyers Guide to Packaging” series from the beginning, I hope you have learned some valuable information that will help you be more successful. I invite you to continue to follow along each week as I continue to uncover new subjects that help you to understand the packaging industry. Don’t forget to subscribe at www.brianpankratz, to have each week sent directly to your inbox.

One of My Favorites:
One of my favorite movies is “Good Will Hunting.” There is a scene in this movie that’s absolutely awesome. In a previous scene, Will Hunting (Matt Damon) talks bad about a painting that his psychiatrist, Sean Maguire (Robin Williams) painted. Later in the movie, Robin Williams meets Matt Damon on a park bench and Robin Williams returns the favor speaking directly into the heart of Matt Damon.

Although Matt Damon is considered a genius on many levels, Robin Williams asks him if he has ever been inside the Sistine Chapel, or knows what it smells like when you walk in the door, or what it’s like to stand and look up at the magnificent painting with your own eyes. He then continues to ask him if he knows what it’s like to wake up next to a woman and feel true happiness.

Although Matt Damon understands what he has read and been told, he lacks the first-hand knowledge that you can only get by actually being somewhere. This specifically goes for your suppliers as well. In order to get a true understanding of your supply base, you need to take the time and make the visit.

What Can You Learn?
Yes, we are all busy, however, by taking the time to visit your suppliers, you can learn a great deal about them. If you are new to the industry, it is good to spend time with your suppliers to get an understanding of how each manufacturing process works. If you have been in industry a while, then put your experience to work to determine if your supplier is operating to meet or exceed your expectations.

Tips for Your Visit
I want to equip you with some questions to answer during your visit. The answers to these questions will help determine how effective the supplier is:

– What capabilities does the supplier have?
It is good to use suppliers that can be utilized for many different disciplines. Suppliers that have more capabilities can cut down on the number of suppliers needed.

– Who else does the supplier currently work with? How long?
It is important to know who the supplier’s customer base is and how long they have been working together. It is also important to know who the supplier worked with previously and why they are not working with them any more. Good suppliers should have reputable sources that they work with. My company creates packaging solutions for nine out of the top 20 companies on the Fortune 500 list. We couldn’t do that if our organization was riddled with quality issues and a lack of ability to perform!

– What Strengths and Weaknesses Are Visible?
Cleanliness, lighting, clutter, clear labels on materials, good work/product flow, etc., are all areas to look for. One of my favorite questions to ask someone who is manufacturing product is…“how do you know you are making acceptable product?” If the operator cannot answer this question…beware!

– Ask Questions!
When I give tours of our facility, I don’t expect our customers to understand all the details of what we do. I would rather them ask questions so they can gain a full understanding of our operation. Don’t be afraid to ask a lot of questions. It is the ability to understand the operation that will give you the knowledge to be a better buyer.

Yes, visiting suppliers takes time, energy, and money for travel. Ensure that you are working with good suppliers, not by hearing about them, but by visiting them. Walk the floor and create a learning experience to enhance your knowledge on how to better serve your company and your products.

If you would like more information about Mercury Plastics new products or are someone looking for packaging solutions and want to learn more about the packaging industry, contact Brian – bpankratz@mercuryplasticsinc.com.

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“Buyers Guide to Packaging” – Week 2: The Almighty Dollar!

25 Saturday Aug 2012

Posted by Brian Pankratz in Info for Buyers, Marketing, Packaging Design, Product Development

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As a buyer, it’s important to get the best price for your packaging. Price is by far the biggest factor buyers consider when choosing packaging for their product. The mistake some buyers make is they use price as their only factor in determining who to buy from. They assume that just because two parts look alike, they are the same. This couldn’t be further from the truth. Veteran buyers have seen this first hand and can tell you that you need to do more that focus on price. Here are some things to consider…

Don’t Sacrifice Quality for Price
Have you ever bought something that was inexpensive, got it home, used it once, and then it broke? Your good deal didn’t seem like a good deal anymore, did it? In all industries, you need to pay attention to the quality level your suppliers can perform to. Does the supplier’s packaging meet the expectations of your brand, or are you sacrificing the look of your brand because you are getting a good deal on packaging? The thing to understand is…consumers know quality when they see it. If a products packaging is damaged on the shelf, red sirens and flashers signal to the consumer, “beware of this product.”

Understand the Consumer’s Expectations For Your Product
As consumers shop, they have an expectation of how something should be packaged. For instance, do you think it makes sense to put a pair of blue jeans in a clamshell? Consumers have an expectation that blue jeans will be folded neatly and accessible so they can be easily tried on. Toys will be packaged so kids can try them out, and electronics will be packaged so they don’t get damaged or stolen. My point? Know your product so you can meet or exceed the consumer’s expectations!

Know the Part Specifications
When comparing similar packaging, ask for specific material specifications along with the price of the components. Don’t fall victim to down gauging for price reductions when the material quoted will not meet the requirements or keep the integrity of your product while on the store shelf.

The bottom line is to know what you are paying for. Don’t sacrifice quality for cost. Good packaging suppliers will be able to tell you what materials you need to keep the integrity of your product’s packaging. Quality packaging equals quality product!
For more information or for any questions, please contact: Brian Pankratz. bpankratz@mercuryplasticsinc.com

5 Things You Should Never Do In Packaging

11 Saturday Aug 2012

Posted by Brian Pankratz 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.

– Who Defines Quality For Your Product –

06 Friday Jul 2012

Posted by Brian Pankratz in Consumer Satisfaction, Marketing, Packaging Design, Product Development, Quality

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advertising, assembly, co-packing, cost reduction, Design, designs, Innovation, Marketing, New packaging designs, new product, packaging, packaging assembly, packaging companies, packaging design, Packaging solutions, pankratz, printing, product development, Product Packaging, Quality, single source, technology, thermoforming

What does it mean to have good quality?

The answer to this question will be different depending on who you ask, but whose opinion really matters anyways? And why is it important to define quality for each individual part or product you manufacture?

Before I go further, I want to make it clear that the customer defines the word, “Quality.”

Know the Expectations:
The quality specifications should be clear in the initial quote phase and should carry through to production. Knowing what the customer’s expectations are for their packaging is important. Using a higher grade material when not needed can cost the customer significantly more money than expected. Don’t assume!

Know Your Materials and Process:
Knowing the capabilities of your materials and process is key to understanding what specifications need to be defined with the customer. Since there is a clarity difference between utility grade RPET and virgin PET, which one do they need? What type of quality is being requested? Is a spot color being expected for their company logo and you are running 4 color process in your printing operation? Know what your materials and processes are capable of and define the variables that exist.

Agree on the Criteria:
Once the variables are identified, agreed upon standards need to be set. For printing, it is important to get light/dark standards. For thermoforming, it is important to agree upon how many imperfections are allowed in the plastic. For contract packaging, you need to agree on the appearance of the finished product.

Unfortunately, many companies have scrapped acceptable parts and have also sent inferior product to the customer only to find out that their views of “Quality”, didn’t match.

For further information on creating quality packaging, contact Brian Pankratz at Mercury Plastics, Inc. (bpankratz@mercuryplasticsinc.com)

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Brian Pankratz

~ Let's Talk Packaging

Tag Archives: Quality

The 4 steps to every consumer purchase – Week 4

The 4 steps to every consumer purchase – Week 3

The 4 steps to every consumer purchase – Week 2

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

What Others Are Saying About Packaging

What’s Your Problem?

Your Packaging Thinks You’re a “!@#$%^!”

Don’t Waste a Holiday! Holiday Packaging Ideas

Series Finale “Buyers Guide to Packaging” – Week 9: Are You Impressionable?

“Buyers Guide to Packaging” – Week 2: The Almighty Dollar!

5 Things You Should Never Do In Packaging

– Who Defines Quality For Your Product –