| |
| |
|
Sales Information |
|
|
|
9 Packaging Problems That Lose Sales
You have a great product, but it's not flying off the shelf. Is one of these packaging problems turning sales away? 1) You don't understand your market. There are so many new markets and retail outlets out there. Don't forget Internet marketing too. The question is can one package service them all? The answer is no. There are features that work to your benefit in all types of packaging, but in general attributes that appeal to one audience won't appeal to another. What to do: Refine your niche attributes. Is your product broad based? Does it appeal to a special target audience? Do you understand what this group is looking for in product packaging? I have several research studies that focus on packaging that appeals to niches: Women and Boomers (to order these special reports return the word "research" via email). 2) The packaging is too big or too small. In my recent research for the Packaging and Design Summit, I uncovered an interesting fact. Products that work well for children, especially kid proof packaging, simply doesn't fit the requirements of the over 50 market. What to do: Keep size in mind when designing your product packaging. Who is actually going to use this product and how? Is there a shelf life or consume by date that can impact the usage factor? Tidbit: 3) The package is too hard to open: Every Christmas and holiday time we read ranting and raving over packages that simply cannot be opened easily or require the aid of scissors. Much of this packaging has come about for specific reasons: security, tamper evident, counterfeiting and so on. But think about it the next time you try to open a product. Was all that packaging necessary? What to do: Try testing with a focus group outside the world of packaging. Many times a person unfamiliar with packaging can identify a problem area that a packaging pro can't. I did a segment for NBC TV as their packaging guru. They ended the story with people ripping and tearing open the packaging that I had so carefully explained. Boy, was that an eye opener. Look for my upcoming article in the June issue of Global Cosmetics Industry. "Don't think like a package designer. Think like a consumer" 4) The package is too generic: Is it trying to be all things to all people and as a result, it doesn't appeal to anyone. Have you ever been totally confused when looking at a product package? What am I supposed to do with it? Or what's the purpose? This is a total turn off. What to do: Tell people up front what's inside, how to use it and what the benefits are. Simpler is better -- especially when we are in a hurry. 5) The package doesn't fit with today's life styles. Got any 20lb bags of potatoes lying around? If you are like me, 20 lbs can last a year. Large quantities and amounts do have a special market but generally people are buying in smaller size units. In fact, one of the fasted growing market segments is ready to use and consume. When I was in China ready to use was the only type packaging available. Single servings were huge there and now they are becoming hot here. 6) People are confused by the packaging. More product iterations mean more confusion at retail. Yes, I know brand managers are constantly creating new and improved versions, but get real! How many new and improved products are really different from their predecessor? If you want a good laugh be sure and read my upcoming article in the June issue of Packaging Design Magazine: "Packaging Design for Overworked, Time-Crunched and Over-The-Edge Consumers." 7) The package doesn't fit the retail outlet. There are myriad of cross marketing opportunities available. What works in a club store certainly won't work at a convenience outlet. Consider where your package will be merchandised. What to do: Ensure you have the appropriate package size for the retail outlet. Go to a store and see how people shop. It could affect the product's success. 8) The package isn't contemporary. There are a lot of old brands that are repackaging their image. Old brands have been revitalized with new and updated packaging. Old brands can lose favor with the consumer simply because they look old. What to do: Keep on top of important trends. Remember when the Pillsbury Dough Boy went on a diet? Just kidding, but he did get slimmer and trimmer in his image. The same is happening to Ronald MacDonald. He is getting a makeover too. Even long-standing icons have to keep up with the times. 9) The package is too gimmicky or doesn't work. Keep in mind, simple is better. Products that get too complicated only appeal to a certain market segment, and it's not boomers, the largest share of the purchasing market. The electronics industry seems to have lost track of this fact. Make sure it doesn't apply to your product. Whatever the problem is, it can be corrected by understanding your target audience. Learn what they want and need. Make some adjustments and watch packages fly off the shelf. Got packaging problems? I can help. I teach people how to package products consumers will buy. I make it easy to answer your problems with email and voice consultation. Get advice from the top expert in consumer packaging. Email the Packaging Diva @ PackagingDiva@aol.com Look for the Packaging Diva @ Prestige Products for the Personal Care Industry - June 22-23, 2005 Chicago, IL - http://www.chemconference.com/events/PrestigeProd05/ Packaging and Design Summit
MORE RESOURCES:
Sales - Google News |
|
|
|
RELATED ARTICLES
Four Easy Steps To Building A Powerful Employee Incentive Program Want to build a successful incentive program for your company? Have you dreamt about finding ways to have more fun at work and still see BIG results? At the heart of every employee incentive program is the ability to motivate and reward your team for excellent performance. In this article, I will show you four easy steps to build an incentive program that allows everyone to win!Setting objectives: For any type of employee incentive program, your team must feel the goals are attainable and realistic. Program Your Biocomputer For Sales Success Selling isn't something you do to people, it's something you do for them. If you feel as though you're being pushy or twisting arms when you are interacting with prospective customers or clients, you might be doing just that. How to Give Your Customers a Choice Between You and the Competition and Have Them Choose You Instead of giving your customers or potential customers a choice between you and your competition and having them choose the other guy, have them choose you.Michelle Dunn's new book" Become the Squeaky Wheel," says creating a credit policy can have surprising results. Before You Sell Do The Math This is an important and potentially profitable piece of advice. It goes like this - before you ever attempt to sell any products and services - do the math. Sell YOU With Your Small Talk (Yes You Can) Want to build a relationship -- sell yourself for a job -- get ahead -- make a sale?Your 'small talk' is crucial.Everyday conversation can make or break you in personal relationships and in the business world. Selling -abilities : Part 2 In the last article I talked about different strategies for selling the 'reliability' aspect of your software or hardware. I mentioned how most high tech salespeople love to talk about their "-abilities": Reliability, Upgradeability, Compatibility and Expandability. Write Fundraising Letter Overlines That Donors Cant Resist (Includes Samples & Examples) The headline that appears over the salutation in a fundraising letter is known as the overline. Overlines have one goal: to persuade your donor to read your letter. 6 Steps on How to Install Confidence Into Your Clients What methods can we use to install confidence into your clients ?1. Give abundant value in everything you sell. Creating More Effective Proposals The need for good proposals - the business kind, not the marriage kind - struck me again a couple of days ago, when I received a poor proposal. I had talked on the phone with a sales rep, and then she followed up with a proposal. How to Create Material That Will Get You Sales Now! WHY ARE YOU WRITING THIS BROCHURE OR SALES LETTER? A great deal of money is wasted each day putting out useless sales and marketing material. Material that was written for the wrong reason or the writer forgot its purpose after he started writing it or fell in love with his own words. 5 Tips to Choosing a Direct Sales Business With hundreds of direct sales companies out there, how do you choose the right one for you? Here are a few tips to make sure you choose the right one the first time:1. Find your passionBefore you even start looking for the "big money", you need to decide what type of products interest you. The Power of Thank-You When was the last time you thanked your customers?This often neglected gesture is a very powerful sales tool. As a small business owner, I want to know that the companies I chose to work with appreciate my business. Selling Services Selling a service isn't the same as selling a product. Your prospect is buying an intangible. How to Write Testimonials that Sell CDs Like Magic "Which is your best CD?"Ever get that question? My band has five CDs that we sell at shows, and I get that question all the time. People rely on the suggestions of others to determine what they are going to buy. People Buy People So Sell On Relationships (Objection handling tips excerpted from Objections! Objections! Objections!)People buy people. If everything else were equal wouldn't you buy from the person that you liked the best? Of course you would and so do your clients. Just Ask! Instilling urgency in a prospective customer can make the difference between achieving a sale and losing it altogether. If your prospects cannot vividly see personal benefits from taking action, there will never be the sense of urgency needed to follow your suggestions. Business is Great; I'm Just Not Selling Anything! Awhile back you had a great idea. An idea that you thought could make you a decent income, with very little effort. Seminars for Prospecting The purpose of a 1- or 2-hour seminar is to attract potential customers for your product or service. The topic must be provocative enough to attract attendees, without sounding too much like a sales pitch with breakfast thrown in. Get The Help You Need With Fund Raising Ideas There are many fund raising ideas on the market today for anyone that is looking for them. Fund raising ideas are easy to come up with and are very successful in some cases. Why Executives Wont Take Your Call Do you hang up on telemarketers? 9 times out of 10 I do. Why do we do this? I hang-up because I am afraid that they are going to waste my time.
|
| home | site map |
| © 2006 |
