6 keys to effective product packaging
DESCRIPTION
This presentation provides an overview of best practices for effective product packagingTRANSCRIPT
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6 Keys to Effective Product Packaging
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It’s what’s On the Outside That Counts.
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Even the best product won’t sell if people don’t know about it.
Be Loud!
The last thing business owners and product managers want to see is a potential customer walking right by their product without giving it a second glance. Putting in all the effort of creating a great product is for naught if consumers don’t see it.
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Create a Packaging Strategy.
There are 3 major things businesses should know before designing packaging.
Budget
Audience
Competition
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Follow Through With That Strategy
There are also 3 major things businesses should know while designing packaging.
Get Noticed
Keep it Legal
Show the Product Benefits
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Budget
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10% of every dollar spent at retail is attributable to packaging.
Don’t get caught.
Know Your Costs!
There are many costs associated with packaging and far too often these costs are overlooked by business owners.
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Some Unexpected Costs
When thinking about the costs of packaging, take into account more than just materials. The supply chain process that your product goes through has the potential to incur costs constantly.
Internal Protection Costs
Return Costs
Repair Costs
Discard Costs
Inventory Cost
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Audience
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Stand out to the right people.
Hit the Target!
It’s not enough to simply stand out from the competition. Determine who your target market is and find out everything you can about them.
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How Do You Find Out About Your Target Market?
Use the right mobile tools in the field to collect information on your target market. Field activity management software is a great way to see exactly what venues your product is selling in, and hat packaging trends consumers like.
Trends to look for in packaging:
Size
Shape
Color
Material
Security
Font
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Competition
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This study shows how consumers are confused when 2 bags of potato
chips have their packaging switched,
Stand Out & Make Sense
Look at top performers and competitors to get idea about packaging standards for the industry.
Certain markets, especially food and beverage have longstanding designs associated with flavors and characteristics. Straying too far from these standards can leave consumers confused.
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Get Noticed
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Follow Packaging Trends
Localize the packaging to whatever market it’s sold in.
Eco-Friendly Packaging
Frustration-Free Packaging
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Keep it Legal
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Keeping it Standard
The Fair Packaging and Labeling Act of 1967, or FPLA, gives two governing bodies, the Federal Trade Commission and the Food and Drug Administration, authority to set industry standards. As it stands at the time of writing, some of the basic guidelines according to the FPLA are as follows:
A statement identifying the commodity, e.g., detergent, sponges, etc.;
The name and place of business of the manufacturer, packer, or distributor;
The net quantity of contents in terms of weight, measure, or numerical count
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Show The Benefits
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Make Them Stick Around
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Show and tellWhile it’s good practice to describe the benefits of your product directly on the packaging, sometimes a picture can tell 1,000 words.
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Wrapping it Up
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Keep it up!
To ensure continued sales and product longevity, businesses should monitor trends in the market using all the tools available to them. This includes field representatives and field management software that allows for evaluation of the product in different locations and situations. If sales begin to stagnate, it’s not a bad idea to look at field data and see if trends have changed. Staying up-to-date and following the practices described in this guide will help products get on shelves, get noticed, and most importantly—get purchased.
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Thank you!