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...
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The Positioning Statement is All about Messaging
PERCEPTION, PRICE, AND PERFORMANCE
A positioning statement is the message you send to all levels of the market by how you position your product. Ideally, the statement compels the buyer to make the purchase. “If you buy a dozen of these cupcakes, we’ll give you 13 for the same price” -- that’s a...
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A Good Positioning Strategy Achieves Superior Market Position
YOU MAY HAVE TO DO SOME THINGS THAT SEEM UNLIKELY AT FIRST
A positioning strategy is the action plan that a business or product undergoes to achieve market position. With positioning strategy, first consider your goal. How do you want to position your company, brand, or product? Do you want to give a perception of quality? Do...
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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...
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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 bottom...
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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...
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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...
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Your Brand is an Icon If …
3 WAYS TO KNOW IF YOUR BRAND IS AN ICON, AND HOW TO MAKE IT ONE
There are lots of icons in our world today. We find them on our desktops, in our favorite YouTube videos, and in the marketplace. Icons are usually something, be it a person, object, or character. Icons represent defining characteristics of our culture and our world....
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