The Psychology Of Packaging - Part III

In this final edition of our packaging series we're going to look at some more marketing strategies of packaging where what you see on the outside is not necessarily what you get on the inside.

When you think about it, some of the most interesting packages are those that are actually part of the product itself.

Take deodorants.

There is one in particular that is so fancy looking you have to wonder if what's inside is not only going to keep you from stinking like a pig but also cure your baldness and pop a genie out of a bottle. I'm referring to Caix Extreme. The cap is kind of a dome shape that looks like something out of "The Day The Earth Stood Still", the lettering on the bottle itself is hard to describe but appears to be a combination of cartoon and south sea island font, and the colors are blue and pink on a brown bottle. Actually it looks more like something you'd pour in a glass.

Then there is the Caix For Girls. This is a pretty light blue color to the bottle with lettering that looks like something out of a Barbie Doll commercial. Plus there are some little flowers pasted on the bottle for good measure. This is definitely not something you would ever find a guy using. At least you wouldn't think so.

Of course you've also got your fancy deodorants like Tommy Hilfiger. Plain black bottle with plan white lettering that runs from top to bottom instead of from left to right and tilted to the right. They probably think this kind of packaging lends an air of mystery to their product. Most likely what's inside isn't much different from your local Shop Rite store brand.

Then you've got your really exotic deodorants like Heno di Pravia. The yellow bottle has a shape not too different from a voluptuous female's. It's got a nice fancy lettering to it and a logo at the bottom that almost looks like a danger sign for radioactive waste. Thi s is one strange deodorant package.

And then you've got the deodorants that go to the absolute opposite end of the spectrum and as far away from commercial looking as possible. A perfect example of this is "The Self Health Resource Center" deodorant. The bottle is in the shape of a medicine prescription bottle and actually looks like a prescription drug with it's straight laced lettering and formal instructions for use. This stuff better not only get you smelling good but cure your allergies besides. The funny thing about this deodorant is that there's really no name to it. It just says Deodorant on the top of the label. The Health Resource Center is just who manufactures the deodorant. You'd at least think they'd give the thing a name.

Yes, deodorants have some very strange, exotic and downright puzzling packages that you never get to stop looking at because it's part of the product itself. This has to further reinforce what you're looking for the next time you run out to get your next supply. Packaging is an amazing psychological science and as long as we are able to understand what goes on inside the human brain there will always be packages to cater to that brain.

Now if only they'd make packages we could see through.

Oh wait! They already do.

Michael Russell
Your Independent guide to Packaging.

Ultravac Solutions LLC – An All New Alternative for Vacuum Packaging Pouches and Consumables

Kansas City, MO (ContentDesk) February 27, 2006 -- Ultravac Solutions LLC, an all new distributorship of vacuum packaging pouches and consumables, announced today their offering of the most optimal, reliable vacuum packaging pouches and consumables for fine food products including meat, poultry, seafood, produce, cheese and many non-food items. Ultravac Solutions optimal cast film products deliver amazing reliability while featuring exceptional optical qualities (clarity, high-gloss) and consistent uniformity (gauge of thickness). The Companys new, alternative cast film vacuum packaging products also maintain an exceptional combination of sealing integrity, strength and durability for a tough, leak-proof barrier package for ultimate protection. According to Steve Kingeter, vice president of sales and marketing, Ultravac Solutions vacuum packaging pouches are manufactured using a cast film coextrusion process in which a die forms the extruded hotmelt into a flat film web that is quickly solidified on a cooled (chill) roll. The result of the fast quench/solidification process is a product of exceptional optical qualities (clarity, high-gloss) and consistent uniformity (gauge of thickness) as opposed to other competitors blown film products.

The coextrusion process also improves the molecular bond properties of the film making our vacuum pouches and consumables extremely durable and abrasion/tear resistant. Mr. Kingeter added, We believe there is high demand for an alternative packaging solution for those companies interested in maintaining the highest product integrity.Ultravac Solutions invites prospects and customers to try their all new and differentiated, proven product for its reliability, quality and clarity. Once they do, were sure theyll be as proud to carry it to market as we are, stated Kingeter.As part of the Companys initial product launch, US inland customers can take advantage of free freight on their initial order of five or more cases of vacuum packaging pouches.Contact:??????????????????Kathi JonesDirector of MarketingUltravac SolutionsPhone: 816-360-2081, Fax: 816-841-0983http://www.ultravacsolutions.com.

Creative Packaging and Pricing

Copyright 2006 Marketing Maven

To make more money with what you are already offering, consider different strategies to make it easier for people to purchase what you offer. Restructuring your pricing and packaging creates more options for your customers. Here are some examples:

1) Bundle them. Offer your services in monthly increments. Instead of working with people session by session, offer a bundle of services. For instance, a personal trainer can offer sets of workouts for 3, months, 6 months, or a year. Add value by including a workbook to chart workout progress. You can also create levels of advancement to create more options for clients. Consider a silver, gold, and platinum program. Each level is a higher price and offers more value to your clients.

If you offer products, consider other ways to bundle things. For instance, a garden shop can put together a spring garden package that includes flower bulbs, a trowel, wildflower seeds, and gardeners' gloves. A restaurant could start packaging their sauces and selling them to customers to take home. A life coach could put together a notebook and CD set to sell online.

2) Change product usage. Railroad ties are now used as decorative items for landscaping. I've also noticed that antique stores are offering faucets as coat hangers. And how about those stretchy bands that people use for workouts?

Arm & Hammer Baking Soda has this strategy dialed in. The product was originally for baking. On their website, the company also suggests you use baking soda for brushing your teeth, as hand cleanser, mouth rinse, deodorant, skin care, crafts for kids, deodorizing your dog, and to extinguish fires. As a result, a simple product that might only be purchased once in a while has been transformed into a must-have product.

3) Change your pricing options. Offer your customers an option of paying in installments. Give a discount if customers buy a service early or in bulk. Offer a credit card option or allow people to buy online. Give people coupons, discounts, frequent-buyer rewards, or loyal-customer rebates.

4) Offer it in a new way. For example, a book or a workshop can be turned into a CD program. Certain prospects may not have time to read a book or attend a workshop. But, with your new packaging option, they can listen to your program during their commute or at the gym on their mp3 player. A used furniture store could paint some of their chairs or old frames in creative colors and sell them as functional art.

5) "Plus" it. There is a term called "plussing" that comes from Walt Disney's constant efforts to continually make an good idea even better. An example of this is adding a playable scavenger hunt game to the waiting area of the Haunted Mansion at Disneyland Park. Hallmark Cards also uses the concept of plussing. When their creative team develops a new product idea, they invite all of their other divisions to follow a concept and spin off additional new products.

ACTION STEP: Take a look at your packaging and pricing. What at your company works well right now, but can be plussed or made better? How your services or products be bundled? What pricing options can you add? How can your products/services be made to be even more remarkable? By providing a variety of options to customers, you will make more sales.

Wendy Maynard, your friendly Marketing Maven, publishes REMARKABLE MARKETING, a weekly marketing ezine for business owners, freelancers, and entrepreneurs. If you're ready to skyrocket your sales, easily attract customers, and have more fun, subscribe now at http://www.gomarketingmaven.com