Packaging The Hidden Power Player In A Global Society
Apr 1st 2008boybermNews and Society
Recent international events got me thinking about the role of packaging around the globe. As a result of the recent terrorist plot in the UK, I became more aware of how packaging really impacts our global society in many unique and hidden ways. Putting the nay-sayers aside, (The I Hate Packaging Club is not yet dead. In fact I’m adding a space for this very topic on my new website) packaging really is a major player in a global economy. Yet its role is either unknown or misunderstood by the vast majority of people.
How can you bring your packaging products to the forefront in the consumers’ eyes? Exclude shipping products to and from and think of a creative way you take advantage of a global economy. How else can you get your product name out there on a worldwide scale? How can you utilize the current “situation” to your advantage?
Take the recent changes in policy for carrying on personal belongings in an airplane. I know it’s a PIA but this is a major opportunity for packaging manufacturers. Note: The fashion trend for clear plastic pouches that show the contents of one’s belongings is brilliant. If I made this product, I would donate gazillions of the clear pouches to the major airports as a
promotion. At a minimum, I would make them available to consumers at a nominal price. Then I would create a media campaign around the donation. In addition, I would contact luggage companies, travel bureaus and hotels offering the bags as innovative packaging products and a solution to the new “carry” on rules.
Remember my article “How to Make Your Product Packaging Newsworthy?” It discussed how to capitalize on events such as this and get your company name into the media limelight. (Yes, it’s shameless, self promotion but it’s a competitive world out there. If you don’t capitalize on it, your competitors will.)
So considering recent headlines, what about cosmetic and toiletries packaging? If I made these products, I would be calling on all the hotels with upscale branded products that they
give to guests. In fact, Wyndam Hotels are already capitalizing on this fact with their “We Remembered What You Forgot” campaign. They have already been in front of the media capitalizing on that fact that have personal care items for their guests.
Last but not least if I made any packaging product that had to do with security, I would use this news angle to get my company’s name out there. I’m not just talking security at the airport. I’m talking protecting product integrity. This is incredibly important in the realm of food security (which is an underserved issue in the consumers’ mind). I have said this several times, but the issue of tampering with the food supply could be one thousand more times devastating than any type of terrorist attack.
So, the bottom line is there is an opportunity to get your packaging products in the news right now. I know it might be considered blatant, but it’s a hard world out there and if your
company doesn’t take advantage of the opportunity someone else will.
My specialty is how to package products consumers will buy. I speak regularly on the subject at industry trade shows. If you need packaging insights, commentary, trends and technology feel free to call me on short notice. I work from home and in most cases can get back to you the same day.
You can get a copy of this article at my newly updated website, http://packaginguniversity.com/articles.htm
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