Before You Start Packaging Design – PART 2

Before You Start Packaging Design – PART 2

STOP, LOOK and LISTEN! FIRST, DISCOVER THE DISTRIBUTION, HANDLING, AND RETAILING REQUIREMENTS

Packaging design must be practical. In the early days at Barefoot Wine, we sold several shipping containers of 1.5 magnums of Sauvignon Blanc to our buyers in Japan. After the pipeline stopped, we found out that the big bottles would not fit in the small Japanese...
Before You Start Packaging Design – PART 1

Before You Start Packaging Design – PART 1

STOP, LOOK and LISTEN! FIRST, DISCOVER THE DISTRIBUTION, HANDLING, AND RETAILING REQUIREMENTS

You may design a beautiful package – but what if it doesn’t fit on the shelf? Or it’s hard to get on a pallet? Or the people at the warehouses or stores or shipping companies are confused about the contents? What if you design a beautiful package without considering...
Marketing Channels Do Two Things Well

Marketing Channels Do Two Things Well

MARKETING CHANNELS GET YOUR PRODUCT TO MARKET AND YOUR MESSAGE TO YOUR CUSTOMER

Marketing channels are the means of getting your product to market while also effectively communicating good reasons to buy it at every level of distribution. Marketing channels are often confused with advertising channels. Although advertising is required in one form...
Channel Distribution Management Trumps the Product

Channel Distribution Management Trumps the Product

EVEN A GREAT PRODUCT WILL FAIL – IF YOU DON’T MAKE THE 7 SALES

Companies – especially new companies–underestimate channel distribution management. Channel distribution management includes everything from merchandising and delivery, to policies and procedures, oversight and field reports. It’s a huge area of concern. The...
The Distribution Channel is All-Important

The Distribution Channel is All-Important

THERE ARE THREE BASIC TYPES

The distribution channel is, perhaps, the least glamorous and the least respected sales process, but it is the most essential. Without it, you can’t get your product to your customer. With that in mind, it’s good to know the basics. The distribution channel represents...
Customer Loyalty is More than just Repeat Buying

Customer Loyalty is More than just Repeat Buying

CUSTOMERS AREN’T LOYAL UNTIL THEY BUY THE THIRD TIME

Customer loyalty is a demonstration of trust in your brand. It is the comfort and convenience of access to a dependable product that’s always in stock, and delivers up to or beyond expectations. Most consumers are loyal to products they can depend on. Their loyalty is...