http___www.packaging.com_ga_package-cause-sell-products__1.xml
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How to Package a Cause to Sell More Products What is “cause marketing” anyway? I think it is a misunderstood concept for the vast majority of people. The definition for this type of campaign came from the Cause Marketing Forum. (Note: It is not the endorsement of a product by a celebrity to sell more products.) We will touch more on celebrity marketing and product packaging in a future issue. When I spoke at the M2W conference about cause marketing to women, I was surprised to find other speakers talking about the same issue. The problem was that all of us used the same example of supporting a cause (breast cancer) in marketing to women. I know breast cancer is an important issue and companies like Yoplait and Eveready have done an excellent job in using this as a marketing tool. Unfortunately, it’s really sad when experts use the same example to illustrate cause marketing. This begs that there are a lot of missed cause marketing opportunities out there. There are many excellent causes that make great opportunities for enhancing your packaging’s “sale appeal” too. I found a very interesting example from Celestial Seasonings tea packaging. The graphics on packs of two new teas feature woman wearing a designer style red dress icon and provide educational information about women’s risk of heart disease. Additionally, Celestial Seasonings pledges a portion of the proceeds from the sale of new teas to WomenHeart. They also donate up to $100,000 generated from the Red Dress pin offer featured on 17 million tea boxes. In addition, they expanded on the theme with other media events. What about the message on bottled water? “Buy Water, Help Children.” Does it work for you? Their founders hope so because that’s the idea behind Ethos bottled water. In a crowded marketplace (there are more than 800 different brands of bottled water) Ethos sets itself apart through its social mission. Can this product connect though its product packaging? Two weeks ago I wrote “The Power of the Package” and discussed how mainstream marketers are losing out with conventional advertising. I offered information on the importance of how your packaging needs to engage, evoke, and engross the consumer with the right marketing message. Just this week Ad Age reported that a new book reports that 37% of all advertising is wasted. The book by marketing industry veterans, Greg Stuart and Rex Briggs, details a five year research project that tracked $1 billion in ad spending by 36 major marketers and concluded that 37% of all advertising spending is wasted. I agree that it is wasted. I have been studying this issue for a while and looking at advertising marketing messages (especially on the packaging). I wonder every time I see a new campaign at whom is it aimed. Most the time it’s totally unclear to whom the product is aimed. Despite all that is being written about marketing to various demographic groups, they still don’t get it in the advertising messages. Major demographic markets are overlooked. In fact, I will be speaking about some important demographics at two upcoming conferences. So think about causes that your company can identify with. Consider causes where there is synergy between the message and the product. Don’t just pick a cause for a marketing gimmick. It needs to complement and expand your brand. How can you integrate the cause into your product packaging? Can you successfully create a compelling message? Will the “cause” and the manner in which it is portrayed on your product packaging engage the consumer and get them to pick your product up off the shelf? Cause marketing is a valuable and innovative marketing tool. Successfully utilized it can get expanded media coverage at different times during the year. So, think about the causes that make sense for your product. Integrate them into your marketing plan. Look at the calendar and see where you can capitalize on your product packaging with branded cause campaigns and plan your marketing accordingly. About the Author: JoAnn Hines is the Chief Executive Officer at J.R. Hines International, a firm providing consulting services in the packaging industry. For over 30 years, Ms. Hines has been engaged in packaging trends, forecasting, ideation, brainstorming and implementing innovative new packaging technologies. Need insights on packaging trends that can impact your business? Get the Packaging Diva on your team. Visit PackagingUniversity.com to find out about the latest packaging innovations.
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Conas a Pacáiste Cúis a dhíol More Táirgí Cad é "cúis margaíochta" ar aon nós? Sílim go bhfuil sé coincheap misunderstood d'fhormhór mór na ndaoine. An sainmhíniú don chineál seo d'fheachtas a tháinig as an bhFóram Margaíochta Cause. (Nóta: Níl sé an formhuiniú a táirge ag rá a dhíol táirgí níos mó.) Déanfaimid teagmháil níos mó ar mhargaíocht celebrity agus pacáistiú an táirge i saincheist sa todhchaí. Nuair a labhair mé ag comhdháil M2W faoi chúis margaíochta do mhná, Bhí ionadh orm a fháil cainteoirí eile ag caint faoi an tsaincheist chéanna. An fhadhb a bhí go gach duine againn úsáid as an sampla céanna tacú le cúis (ailse chíche) i margaíocht do mhná. Tá a fhios agam go bhfuil ailse chíche ceist thábhachtach agus cuideachtaí ar nós YOPLAIT agus EVEREADY a bheith déanta post den scoth in úsáid seo mar uirlis mhargaíochta. Ar an drochuair, tá sé i ndáiríre brónach nuair a úsáideann saineolaithe an sampla céanna chun cúis margaíochta a léiriú. Begs sé seo go bhfuil a lán de na deiseanna margaíochta chúis caillte amach ann. Tá cúiseanna go leor den scoth a dhéanann deiseanna iontacha chun feabhas do phacáistiú ar "achomharc díola" ró-. Fuair mé sampla an-spéisiúil ó phacáistiú tae blastanas Celestial. Gné na grafaicí ar phacaí dhá taenna nua bhean ag caitheamh gúna dearg deilbhín stíl dearthóra agus eolas oideachasúil faoi riosca mban galar croí a chur ar fáil. Ina theannta sin, Celestial blastanas geallta cuid de na fáltais ó dhíol taenna nua WomenHeart. Bhronnadh siad suas go dtí $100,000 ghintear as an tairiscint bioráin Dearg gúna le feiceáil ar 17 milliún boscaí tae. Chomh maith leis sin, leathnú siad ar an téama le himeachtaí meáin eile. Cad mar gheall ar an teachtaireacht ar uisce i mbuidéil? “Uisce Ceannaigh, Cabhair Leanaí.” An bhfuil sé ag obair ar do shon? Tá súil a mbunaitheoirí sin mar gheall ar go bhfuil an smaoineamh taobh thiar de uisce i mbuidéil Éiteas. I margadh plódaithe (tá níos mó ná 800 brandaí éagsúla uisce i mbuidéil) Leagann Éiteas féin seachas trína mhisean sóisialta. An féidir an táirge seo a nascadh cé a phacáistiú an táirge? Dhá sheachtain ó shin scríobh mé "An Cumhacht an Pacáiste" agus pléadh conas margaíochta príomhshrutha a chailliúint amach le fógraíocht traidisiúnta. Thairg mé eolas ar an tábhacht a bhaineann le conas a chaithfear do pacáistiú a dul i mbun, evoke, agus engross an tomhaltóir leis an teachtaireacht margaíochta ceart. Just a tseachtain seo Ad Aois tuairiscíodh go tuarascálacha leabhar nua 37% d'fhógraíocht amú. An leabhar ag veterans tionscal margaíochta, Greg Stuart agus Rex Briggs, Sonraíonn tionscadal taighde cúig bliana a rianú $1 billiún i gcaiteachas ad ag 36 margaíochta mór agus an gconclúid go 37% d'chaiteachas fógraíochta amú. Aontaím go bhfuil sé amú. Bhí mé ag déanamh staidéir ar an tsaincheist seo ar feadh tamaill agus ag féachaint ar teachtaireachtaí margaíochta fógraíochta (go háirithe ar an bpacáistiú). N'fheadar gach uair a fheicim feachtas nua ag a bhfuil sé mar aidhm. An chuid is mó an t-am tá sé go hiomlán soiléir chun a ndéanfar an táirge atá dírithe. In ainneoin go bhfuil go léir go á scríobh faoi margaíochta do ghrúpaí éagsúla déimeagrafacha, siad nach bhfuil fós é a fháil i teachtaireachtaí fógraíochta. Margaí Mór déimeagrafacha atá overlooked. Go deimhin, Beidh mé ag labhairt faoi roinnt déimeagrafaic tábhachtach ag dhá chomhdháil le teacht. Mar sin, smaoineamh ar na cúiseanna gur féidir le do chuideachta a aithint le. Smaoinigh ar na cúiseanna i gcás nach bhfuil sineirgíocht idir an teachtaireacht agus an táirge. Ná Pioc ach cúis gimmick margaíochta. Caithfidh sé a chomhlánú agus a leathnú do bhranda. Conas is féidir leat a chomhtháthú isteach i do an chúis phacáistiú an táirge? An féidir leat a chruthú go rathúil teachtaireacht láidir? An mbeidh an “cúis” agus an tslí ina gcuirtear léirítear ar do phacáistiú an táirge i ngleic leis an tomhaltóir agus iad a fháil a phiocadh suas do tháirge as an seilf? Tá margaíocht Cúis uirlis luachmhar agus nuálacha margaíochta. D'éirigh úsáid is féidir é a fháil leathnaithe sna meáin ag amanna éagsúla i rith na bliana. Mar sin,, smaoineamh ar na cúiseanna a dhéanann ciall do do tháirge. Iad a chomhtháthú isteach i do phlean margaíochta. Féach ar an féilire agus fheiceáil nuair is féidir leat a Cás Uachtair ar do phacáistiú an táirge le feachtais cúis brandáilte agus do mhargaíocht a phleanáil dá réir. Maidir leis an Údar: Is JoAnn Hines an Príomh-Oifigeach Feidhmiúcháin ag J.R. Hines Idirnáisiúnta, gnólacht a sholáthraíonn seirbhísí comhairliúcháin sa tionscal pacáistiú. Chun níos mó ná 30 bliana, Ms. Hines bhí ag gabháil treochtaí pacáistiú, réamhaisnéise, idéú, tobsmaointeoireachta agus a chur i bhfeidhm teicneolaíochtaí nua nuálacha pacáistiú. Léargais ar threochtaí pacáistiú gur féidir tionchar do ghnó riachtanas is gá? Faigh an Diva Pacáistiú ar do fhoireann. Tabhair cuairt ar PackagingUniversity.com a fháil amach faoi na nuálaíochtaí is déanaí pacáistiú.