Monday, October 27, 2008

When Is It Time To Buy Better Packaging?

No one knows better than me that it's a major PITA to change packaging (printing dies, colors, styles, bags, etc.) and find a new packaging supplier. But change is sometimes good, and fresh, new packaging look can improve your business. Here are some signs that it's time for a change:
  • When was the last time your supplier brought you something new? When was the last time they rattled your cage with a packaging idea that would improve your sales?
  • Are your men’s accessories (key chains, money clips, etc.) packaged in better boxes than your fine jewelry?
  • Is your pre-boxed sterling line packaged better than your more expensive products?
  • Have you ever removed a ring from a box and had the ring pad come with it?
  • Do you use the same type of box as a competitor, a deep discounter or a chain store?
  • Are you being out-packaged by the competition?
If you answered yes to any of the questions above, it might be time for a switch. Call us at 800-828-2163 and we'll give you some ideas and send some samples.

Saturday, October 25, 2008

How Often Should You Change Your Packaging Color?

Never. Well, not really, but once you’ve established an identity and branded your business via color, why change? Ever see a blue Coke can?

How Your Packaging Can Encourage Repeat Business

A customer took me to school recently. We were designing a new packaging program for their store. A question came up about imprinting their out packer. "Imprinting that packer will cost a dime, Mike", I added. Mike chuckled.

"You know how much we spend to package our products, Bob? First, every jewel we sell over $500 goes into one of your pretty, purple boxes. We then wrap that box with pretty gift wrap, and tie it with a ribbon. That box gets wrapped in tissue, and is placed in one of your shoppers, along with a private label bottle of Champagne and a fresh-cut, long stemmed rose. It costs us $17 to package each jewel we sell, so the cost of imprinting that packer is of no consequence to me."

"Why would you do that?", I asked. "Well, Bob, consider the husband who purchased those earrings - think about the gift presentation - the pretty box, wrap, bag, Champagne and rose - not to mention the jewel itself - and consider the reception he receives. Think he'll ever come back?"

Lesson learned about repeat business. Have any stories about how packaging created repeat business for you?

Friday, October 24, 2008

What We've Learned from Cosmetics

It used to intrigue me - back in the cosmetic's factory, we'd take this $0.75 piece of wax - lipstick, actually - and place it inside an expensive, $5.00 lipstick tube. Made no sense - a package more expensive than the actual product. Totally outrageous.

Until I was promoted to the sales floor. There, I was introduced to the marketing concept of "Sell the Sizzle, not the Steak". You see, customers have a much easier time of evaluating quality from the tube than the lipstick. And in reality, more so than the color, moisturizing qualities or staying power of the lipstick, the tube - the sizzle - sold the steak.

How does this relate to jewelry? Most people like me can't distinguish a $500 ring from a $5,000 ring. However, we can distinguish between a $1 and a $5 box. So when you take that $2000 ring and place it in a $1 box, what are you communicating, actually?

Think about this the next time you're out shopping - consider how the package affects the quality and value perception of the actual product. Perhaps it's time to rethink that $1 box.