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Is Packaging Part of Product or Promotion? Should it be Both?

Which did you answer subconsciously when you read the title? Do you consider your packaging to be a part of the product, protecting its contents and framing its on-shelf life? Or do you consider it to be an integral part of your connection with your customers at an important moment of truth, that of purchase and usage?

If you answered both, then I believe that you are making maximum use of your packaging or at least you recognise its potential for communication.

If you answered only one of the choices, then you may be missing an important opportunity. Let me explain, with a few examples.

 

People don’t read instructions

We all expect most things that we use or consume to be intuitive these days. In other words, we assume that we will understand how to build / cook / use them without reading the manual / instructions.

We all expect most things that we use to be intuitive these days. We assume that we will understand how to build / cook / use them without reading the manual / instructions. How intuitive is your brand? Click To Tweet

If you are like most people – myself included – this has nothing to do with the complexity of the product concerned . I myself will only turn to the instructions when something doesn’t work: I end up with left-over screws when mounting a flat-pack piece of furniture, or I can’t achieve multi-recordings on my smart TV or DVD recorder.

In the article How Likely Are You to Read the Instructions they  they link behaviour to personality types. It makes an interesting read and offers at least some explanations why many (most?) of us still don’t read instructions.

As internet results in us having access to more and more information, we seem to be reading less and less. Therefore we need to ensure that any vital information is called out in some way on the packaging – and perhaps visually as well.

 

People do look at packs

Whether it is the cream we put on our faces, the cereal we eat for breakfast, or the dip that we offer to friends on match night, there are moments when we are faced with packaging for more than a split second. It is at these times that we are likely to read at least some of what is written on a pack.

It therefore makes sense to provide more than just a list of ingredients. After all you have your customer’s attention.

 

Order our Pack AuditCheck your packs are connecting effectively with your customers

 

 

Here are a few examples I have come across recently:

Nestle compass on Packaging is Part of Product or PromotionNestlé does a great job of providing useful information on their packs with their nutritional compass, which includes four different pieces of information.

What I particularly like about what Nestle has done, is to combine mandatory information on nutritional values, with useful information for the consumer. While they may not be the most consumer centric company around, at least they did think consumer first in the development of their compass.

 

 

Juvena message on Packaging is Part of Product or PromotionJuvena of Switzerland: The short message to "Enjoy the smoothness" on the back of the Juvena hand cream sample tube I recently received makes the usage experience both more enjoyable and longer-lasting.

Users will almost certainly check out the promised smoothness after their application, bringing to their attention a benefit that might otherwise have gone unnoticed. Clever.

 

 

Yucatan message on Packaging is Part of Product or PromotionYucatan Guacamole: I love Mexican food and especially guacamole. The message I discovered on the inside of a tub I bought in the US, made me smile.

The manufacturer has turned what could have been perceived as a negative, into a healthy positive. I just love that.

While you may have to click on the image on the right to be able to read all of the message, their website is very clear. Now that's what I call impact!

 

 

Pringles message on Packaging is Part of Product or PromotionPringles have done something similar with their “Bursting with flavour” message. Again it explains what some might have perceived as a negative – the bulging top – into a positive.

They used to put this only on the inside seal, but they have obviously understood the power of this message since they have now added it to the pack as well, as the photo on the left shows.

 

Heinz message on Packaging is Part of Product or PromotionHeinz Tomato Ketchup: A final example, also from my trips to the US is a ketchup bottle that had a very important message on front of pack, as you can see from the photo on the right.

Heinz ketchup packaging message is both product and promotionHeinz now uses their front label to announce many of their initiatives and promotions. It has become something that consumers are used to seeing - and reading.

A fun campaign they started running in 2019 with Ed Sheeran includes a pack label change - of course! The accompanying TVC ad shows Sheeran adding ketchup to a dish in an exclusive restaurant. While it is funny, I am not sure the anguish many will feel watching it is positive. What do you think?

 

 

These are just five examples of companies using their packaging more creatively. There are many others. If you have a favourite example then please share it in the comments below.

If you're not confident that your packs are optimised to connect with your customers, why not get us to run a pack audit? We will review all your packs and discuss how you can make them more customer centric. Why not communicate with your customers when they are ready to listen, as they use your product?

Order our Pack AuditCheck your packs are connecting effectively with your customers

 

 

People are willing to help you

Geneva airport customer feedbackCreative messaging needn’t be limited to packaging of course. I came across this incredibly simple solution for gathering customer feedback in a Geneva airport toilet (restroom). That was five years ago, but they seem to be everywhere these days. This shows how instant customer feedback has become a necessity in so many industries.

What I liked about it, is its simplicity, it's fun look, and its lack of invasion of customer’s time in providing their feedback.

Our customers’ time is valuable and we should respect it. The information we provide must be relevant and useful for the customer; something they would like to know, not (just) something we want to tell them.

Our customers’ time is valuable and we should respect it. The information we provide must be relevant and useful for the customer; something they would like to know, not (just) something we want to tell them. Click To Tweet

We also need to be careful to connect only when invited, or find other ways to provide information that a customer can access when they need it. This is why social media has become such an important element of the communications plan. However, packaging has not, as yet, met with the same level of consideration.

Our customers’ attention is pulled in all directions today, with thousands of messages pushed at them, from so many channels, products and services. Capturing their attention is more likely to be successful when they are open to learning about your product, that is to say, when they are actually using it. It therefore makes good business sense to use packaging more creatively; wouldn't you agree?

For more information on the support we can provide in product innovation and branding, please check out our website here: https://www.c3centricity.com/training

This post is regularly updated and expanded from the original published on C3Centricity.

10 Things your Customers won’t tell you

Customer centricity has many organisations buzzing in anticipation today. Everyone seems to be talking about it and saying how important it is to the success of their business. 

We are all trying to satisfy our customers as best we can, but all too often we continue to take our own perspective, instead of theirs. Here are ten things your customers wished you knew about them.

#1. I’m sometimes irrational

Don’t ask me why I do what I do. Sometimes I don’t even know why I do things myself! If you really want to underst and me, don’t ask me questions, be a part of my life to underst and things from my own personal perspective.

 

#2. I like gifts

Yes I know I won’t tell you I bought something because I saw it advertised, but the promise of a gift really does help. We never get enough gifts, especially as an adult. Even if I know it is not that special, it makes ME feel special on an otherwise ordinary day, so go on, give me an unexpected treat.

 

#3. I like advertising

Yes I know I tell you it doesn’t matter, but I really do like watching some ads on television. Especially if they make me laugh or tell me something I didn’t know, or entertain me. I will watch them and even more than once, so your br and name might just be in my head when I next go shopping.

 

#4. I don’t like being taken for a fool

I know prices are going up all the time, but don’t try and fool me by putting less and less in the pack whilst maintaining the same pack size and price. One day I’ll notice and I won’t be happy – at all!

 

#5. Don’t promise what you can’t deliver

Also, don’t try to fool me by promising something on the pack you can’t or don’t deliver. OK you need to make your product or service look appealing to me, but if you over-promise and under-deliver it will only make any negative feelings I might have become even stronger. Even if I buy once, it’s doubtful that I’ll buy again if you have disappointed me.

 

#6. I’m just not that into you

With very few exceptions that I am really passionate about, most products and services I buy satisfy a need that I am looking to fulfil. There are usually choices available to me, so don’t take my loyalty for granted. Every purchase is a decision for me, so make it easy by always satisfying my continually exp anding needs. If you don’t, one of your competitors can probably do just as good a job as you do.

 

#7. Don’t confuse me with statistics

Whether it is offering different pack sizes at differing prices, or calculating fat / sugar content by weight instead of calories, I check your maths with my smart-phone today. I believe I should get larger sizes for less money per gram, and lower fat / sugar content for less calorie intake. I will check your claims, so don’t play the numbers game with me.

 

#8. Be happy when I complain

If I complain about something it means I care. You should be happy that I care enough to actually tell you when I am dissatisfied. Make it easy for me to contact you, give me a choice of mediums and make damn sure you satisfy me completely when you listen and respond. I will not only take my business elsewhere if I am unhappy with your response, but will probably tell the whole world about it on social media too.

 

#9. Respect my ignorance

I like to know what you are offering me. What ingredients you use; where they come from; are they from sustainable sources; can I trust you? Give me the information I need, when I need it. Don’t bombard me with too much, or hide less positive things from me. Discuss with me as an equal, don’t talk down to me, after all I pay your wages.

 

#10. Be thankful I’m not satisfied

I know I may sometimes be a pain, but be thankful that I buy from you, tell you what I think of it and ask for more, better, larger, smaller etc etc. My need for constant change and improvements will challenge you to greater things and if you satisfy my rational needs and emotional desires, I might just stay loyal. Oh yes, and don’t believe everything I say; as I said in the beginning I can be irrational, so underst and not what I am saying, but what I mean by what I say.

What are your customers saying to you? Are you listening? No-one knows them better than they do themselves, even if they don’t know how to express what they are feeling / thinking in many cases. They might not always know what they want, but they can always tell you what they don’t want.

What have you heard lately? Please share the surprising comments your have listened to recently.

For more information on customers, how to connect and underst and them, please check out our website: https://www.c3centricity.com/

How to Innovate better than Apple

Last week I gave a lecture to a group of Executive MBA students at Miami University. It was a fabulous new experience for me, having only done lecturing in European Business Schools until now. There were lots of great questions and many comments about why organisations do what they do when looking to innovate.

It’s always easier to identify the sub-optimal processes a company uses when you’re on the outside and even easier to suggest possible changes that are needed, but when you are in the heat of the action, it is not so obvious.

I therefore thought it would be useful to list some of the ideas we came up with, in the hope that it will help all those challenged to improve the status quo within their own organisations and to provide some new ways to look at innovating outside the box.

 

#1 What business are you in?

When you are looking to innovate, instead of starting with your own current technology and skills, or products and services, how about taking a step back and thinking about what business you are really in. Lego is a great example; they realised that they were not selling (just) toys; they understood that they were in the imagination business. Which business are you in? Do you have an opportunity to redefine it? Here are some ideas to get you started:

  • Food: Family Time, Neutraceuticals – offer family sized portions, children’s play areas, partner with another industry as Nestlé did with L’Oreal when creating Inneov
  • Cigarettes: Personal Pleasure – tobacco companies should be going far beyond their current simplified expansion into electronic cigarette offerings
  • Alcohol / Beverages: Fun / Relaxation: br and lounges, music, video or internet services
  • Pharmaceuticals: Wellness – instead of curing or treating, offer prevention

 

#2. Can you add something new to an existing product?

Professor Steenkamp Knox Massey Distinguished Professor of Marketing and Area Chair of Marketing at Kenan-Flagler, proved back in 2007 that at least for Fast Moving Consumer Goods, small innovations (which are often referred to as renovations) can be just as successful as large step-changing breakthrough innovations. His research came to the conclusion that it was the ones that fall in the middle of “newness” that don’t meet with significant customer success. So what small changes can you make to your current offer to make it more appealing?

How about adding sound to a food, as Kellogg’s did with their Rice Crispies or Nestlé did by adding a layer of chocolate to the top of their cream deserts in France? Or what about adding smell to your outlet, as bakers and coffee houses already do these days, or Singapore Airlines did many years ago? A small change can have a big impact, especially if tapping into a different sensory perception from those customers are used to having stimulated.

 

#3. Can you add a service to the product?

Some products are actually designed to work with services, which are quite often the more expensive part of the sales equation (e.g. razors and blades or espresso capsules which are not only br and specific but can also only be bought online). However, there are other products that have provided additional services to their customers, by building upon their relationship with them, and boosting loyalty, even significantly in many cases. Examples include:

  • Starbucks offer more than coffee; their outlets are a “home away from home”, offering comfy sofas, free internet, tables for working and meetings
  • Purina offers pet insurance
  • Gerber offers college fund investment packages

 

#4. Can you change the packaging to make it more convenient?

Observe how your customers are using your product in their normal daily lives, as well as the products of your major competitors. Identify issues they have whilst using it, or ways they compensate for a product that is less than ideal for them and then add this extra benefit not offered by your competitors. Some recent examples:

  • Adding a simple h andle to a larger pack makes it easier for your customers to carry; these can be found on Dog Food and Toilet Paper, but not on all Cat Food and Kitchen Towels
  • Repackaging your product into smaller or single portion packs, if this is how most of your customers are using it. Incidentally these single portion packs may find a further use in developing markets where the price point is important for attracting potential new customers.
  • Inverting the tube of thick or creamy substances – as Heinz did for the Ketchup, or many toothpaste manufacturers did for some of their br ands

 

#5. Can you combine some of your current offers or extend a br and into an adjacent category

P&G have many examples of doing this very successfully, following the reduction in the number of br ands they offered about ten years ago. For example, they combined the sheeting action of Cascade & the water-filtering technology from PUR to create a spotless car-wash product under the Mr. Clean br and. Both Nestlé and Unilever have extended their confectionery br ands into ice-cream bars.

 

#6. Can you deliver the product or service in a different way?

Many airlines, including British Airways and Air France, now offer a fourth class on board their aircraft, premium economy / coach. The extra services they offer include priority check-in and boarding together with business class, as well as more legroom and better services on board than economy / coach.

Zappos has been built on service and they even have it in their slogan “Powered by Service”. They regularly surprise and delight their customers by offering express delivery for free. As their CEO Tony Hsieh is quoted as saying:

“Customer Service shouldn’t be a department;

it should be the entire company”

How could you surprise and delight your own customers by exceptional or additional services?

These examples have hopefully stimulated your own thinking, to take it outside your current innovation box. If you have other ideas, then please share them below; we would love to hear about your own creative examples.

However, if you would like support in reinventing your own innovation, why not do like many of our clients and start your journey in the fast-lane, by asking for a 1-Day catalyst session? We would love to catalyse your business to even greater success.

For more information on innovating brilliantly, please also check out our website: www.C3Centricity.com

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