Think Outside the Box (Or Bottle)

Packaging is an interesting phenomenon. In every market, consumers hold specific ideas and expectations about what packaging should look like and how it should perform for any given product. For example, we expect pizza to be delivered in a cardboard box, and we expect sodas to be enclosed in a can or plastic bottle. This is the manner in which these products are typically served and we, as consumers, grow accustomed to that method of delivery. Anything else throws us off a little.

When packaging differs from the norm, we can get caught off guard. Sometimes, a unique product package can feel strange, but other times, alternative packaging can be extremely beneficial and interesting. It can even reinvigorate a category or open it up to new markets.

An article written by David Lynch uses wine as an example. The average American consumer anticipates or expects wine to be served in a glass bottle. Although we are increasingly seeing other types of packaging on the shelves, we still generally associate wine with a glass bottle. But is that really the best way to store and package the product? What happens to our perception when companies challenge the norm and think outside the glass bottle?

With the 4th of July just a few days away, it’s the perfect time to start thinking about what to pack in your cooler, bag, or picnic basket. Here are 3 alternative types of wine packaging that challenge our expectations and improve the experience – despite our stagnant perceptions:

Can

Canned wine – interesting concept, right? Canned beverages drum up a different set of connotations. They usually signify a more casual, affordable, and portable beverage. In other words, they aren’t something we usually associate with the premium taste and experience of wine. However, utilizing canned packaging has its benefits. Not only does aluminum block light and oxygen from interacting with the wine, but it is also more recyclable and cheaper than a standard glass wine bottle. Plus, it won’t break in your bag on the train. What’s not to love?

Box

Boxed wine has always been perceived as cheap. I remember my surprise when I visited my brother in Paris and he had a box of some of the best wine I had ever tasted just sitting on his counter. This was normal and expected. In the U.S., we’ve seen a recent popularity in the rise of boxed wine. In fact, boxed wine has actually elevated in popularity and perception over the past few years. If you aren’t familiar, boxed wine is contained in a plastic bag, which is then housed in a cardboard box with a spout for dispensing. Boxed wine is recyclable, lighter, more portable, and has an extremely long shelf life, as it stops oxygen from entering and degrading the wine. (I am definitely not a wine connoisseur or a Sommelier, so please forgive me if any of my wine terminology is off). Many people associate boxed wine with college students and young adults, however, that is simply no longer the case. High quality wines can be found in box packaging and we’ve seen a rise in marketing campaigns that aim to challenge people’s perceptions of boxed wine.

Tetra Pak

The Tetra Pak is probably the least conventional packaging choice on this list. Although it is quite popular in European markets, Tetra Pak wine is just getting a footing into U.S. markets. The cardboard material (similar in shape to a carton) is much cheaper and more recyclable than either packaging option mentioned above. This truly is the ecofriendly and budget-friendly option. But don’t assume you are getting low quality wine in a Tetra Pak – your money is actually buying higher quality grapes, not the packaging itself.

Going against packaging norms has its benefits when it comes to improving product taste, delivery, price and waste management/sustainability. The real challenge lies in changing consumer perception. David Lynch’s article mentioned a great quote that sums it up pretty accurately, “Wines are like people: It’s what’s inside that counts.”

How can we, as packaging professionals and designers, change packaging expectations to ultimately sell a better product, increase usage, and convenience? What other products or industries have these distinct “packaging expectations”? Share your thoughts with us in the comments below!

What Did I Forget? The Ultimate Trade Show Checklist

As many of you know, planning for a trade show can be hectic and stressful. There are so many different factors you must account for and consider leading up to the show. You also need to think ahead, be proactive, and plan strategically to ensure that you don’t run into any problems the day of the show.

It’s now mid-June which means that trade show season is just around the corner. My team at Strategia Design created a checklist of factors to assess. We’ve found it helpful in our trade show preparation and we thought we’d share it with you. Exhibiting at a trade show can be pretty pricy the longer you wait, so do your company a favor and check off some of these boxes early!

Here are the different factors to evaluate:

• Travel – Have you booked transportation? Sometimes it is good to book far in advance and other times the best rates are found 6-8 weeks prior. Be sure to utilize some travel hacks like Hipmunk.com where you can ask for daily updates on rates, and the little chipmunk is cute.

• Hotel – Has your room been secured? With tradeshows, these are often the first thing to go. As soon as the event opens the room blocks, be sure to reserve your room. With the convenient cancellation policies, you can always cancel if needed. If possible, try to stay close to the event. It will be easier and less stressful for you in the long run. We also look for hotels that offer amenities like free breakfast and water bottles to keep your costs down and keep you energized.

• Shipping – How will your booth or product get to the show? There are many different shipping options. When shipping to a tradeshow, we recommend using a trusted carrier with proven tracking systems. FedEx ground is inexpensive and reliable. For larger shipments, you can use a freight company – but beware of the fine print.

• Storage – Will you need to pay for storage space? Are you renting tables, chairs and accessories from the tradeshow or are you shipping your own? If you ship them, are you going to leave them on the floor when the show is over? If you are going to ship them back, be sure to arrange affordable storage so that you can reuse them next year.

• Installation and dismantle (I&D) – Who is in charge of booth set up and take down? Knowing who will be available to set up and take down your booth is critical. If you are paying someone to do it, be sure they are licensed and are familiar with your booth structure and layout. If you team members are going to do it, be sure to arrange enough time for them to travel in and out and that they are able to get badges to access the floor early. We have created an emergency kit that has tools, tape, etc. that may be needed to set up the booth. We recommend that a member of your staff pack it in their checked baggage. We shipped it once and well, that didn’t work.

• Rental – Do you need to rent any furniture or “extras” for your booth? Ambiance is important, but consider how many people will be in the booth and how much room you will have once the floor gets busy. Sometimes the rentals from the tradeshow group can be limiting. Cort rental or other rental furniture outlets will deliver to the docks and have a wider variety.

• Electrical – How much wattage will your booth require? Will you have computers to charge, or a monitor, spot lights, etc.? Be sure to ask or research how much you may need for your booth size and content. Try to order in advance to receive an early bird price.

• Flooring – What flooring options do you have? Most show floor are concrete. The first time we did a show, we ordered carpet and no padding. The second time we exhibited, we ordered padding, and the third time we ordered double padding. What a difference! If you are going to invest in one upgrade, we recommend the double padding. It will save your back and your feet and people will appreciate it as they step into your booth to talk to you. It shows you care and are willing to invest in your brand and employees. Again, try to order in advance to receive an early bird price.

• Catering – Will you serve any food or beverages? Many shows will not allow you to bring anything other than what you sell. If you need condiments, ice, etc., you will need to contact the catering group for help or advice. It can get expensive so be smart about your sampling prior to the show.

• Sampling – If you are a manufacturer, will you sample any of your products? How will you prepare the samples? Do you have enough counter space? How will you display them to look appealing and inviting? What will you need to buy and how much? Where will you store the extra?

• Apparel – What will the booth staffers wear? Do you want a corporate or casual look? Do you need multiple outfits for different days? Will you need warm or cool clothing for inside and for outside? It can get cold on the floor, so take that into consideration!

• Internet – Will your booth need Wi-Fi? It is an additional expense, so be sure to secure it with the show in advance if you need it.

• Materials and handling – Do you need to make use of show services? Will you need someone to bring your materials from the dock to your booth? Again, you will need to arrange this in advance or it could delay your set up.

• Graphics design – How will you design the booth? Do you have an internal team or do you need to outsource? How will you incorporate your brand or message?

• Structure, Graphic production/printing – Who is printing your graphics and how long will that process take? It will usually take 3 – 4 weeks for printing and shipping. Be sure to ask for training as well on how to use, set up and take down your booth if you plan on doing it yourself. Most manufacturers will train you for free. If you are ordering online, try to understand the return policy and time for replacement if something happens.

• Collateral – What print materials will you bring the trade show? Do you have any sell sheets or rack cards to share with your clients? Is there any information around a lunch or buying information you will need people to be able to take with them? How will you display these items in your booth? Remember to plan 6 weeks in advance to leave time for design, routing, printing and shipping.

• Ads and press kits– Would your company benefit from running an ad or creating a press kit? At most shows, there is a pressroom where local and national journalist will go to collect information on companies. Taking the time to put together and interesting and engaging press kit can raise awareness and get journalists to stop by your booth and maybe even do a story on you. Advertising is also good if you have the disposable income. We recommend targeting the people you want to visit with or trying to make appointments in advance. This can be a better use. Once you are established, advertising and sponsorship can be great for brand recognition.

• Giveaways- What will you use after the show or bring home as a token memory? For many years, my entire pen collection consisted of different pens from the companies I met at trade shows. Today we like to try to purchase giveaways or ad promotion items that align with the business. Always consider the size of something because many times attendees will not have room in their luggage and will end up leaving it at the hotel or in the bathroom. Think of things that are useful. We provide sharpies and lens wipes. They are small and useful!

• Follow up – How will you document and organize leads? Do you need to purchase special software or programs? At shows today, you can rent a scanner that will capture the badge and information of people who stop by your booth. We prefer to collect cards so we can write down fun facts and information about each person – this gives you the information you need to have a meaningful and personalized follow up. The most important thing is to actually follow up in a timely manner!

There are many other factors to consider and this list just begins to scratch the surface. By starting to plan now, you will save a lot of time – and money – in the long run. Knowing that all of these factors are accounted for will also give you peace of mind.

Do you use a trade show checklist? What other factors did we leave off? Let us know your thoughts below!

Could You Live Without the Internet?

The other week, I attended the National Association of Women Business Owners (NAWBO) Annual Banquet in McLean, VA. I have been a member of NAWBO for many years and I really enjoy attending their events, programs, and monthly luncheons. As a small business owner, the connections and relationships I’ve made through NAWBO have been invaluable!

At the annual banquet, we heard from keynote speaker, Commissioner Mignon Clyburn of the Federal Communications Commission. She is an extremely remarkable and well-spoken woman who has accomplished so much, not only in her life, but also during her term as Commissioner since 2009.

Mignon Clyburn made a statement during her speech that essentially summed up the main point of her talk. Some of you have probably heard this statement before. She said,

“The internet is no longer a luxury. It is a necessity.”

We take it for granted that everyone has access to the Internet, but in reality they don’t. As business owners and marketers, it is critical that we stay in touch with the conversation and debate that is happening around Internet costs, freedoms and accessibility.

Mignon brought up some very interesting points about the Internet, access, and availability in the U.S. and I wanted to share them with you. She focused on increased access to Internet that would improve lives in 3 particular areas:

Education

I remember when we got our updated encyclopedias and how exciting it was to look through all the information (yes, sigh, I am that old). Today, the Internet gives users access to information, online education, university courses, and resources that they would not have otherwise. From grade school, kids are being introduced to online assignments and tracking with applications like Blackboard, which they will continue to use into and throughout college, and even as parents. The Millennials, (Gen Y) are digital natives and the Internet is their source and primary exposure to new information, news and current events.

Employment

Not only does the Internet open up educational opportunities, but it also can help people find jobs and employment. Many job applications are found and completed online, and third-party sites such as Monster, CareerBuilder, Indeed.com, and Glassdoor give users the opportunity to search jobs in their field and apply directly. Utilizing the Internet for job searching, networking and connecting, like on LinkedIn, is a huge advantage that many people don’t realize or overlook. 

E-commerce

Small business start-ups are at an all time high because you can be an entrepreneur and find new sources for income as long as you have access. People without Internet access are missing out on E-commerce opportunities. They have no way of purchasing or trading online, and they also don’t have the ability to sell or re-sell their products online through their own websites or popular sites like eBay. Increased access to the Internet could really boost our economy (in a time when we could all really use a lift!)

Relationships & Connections

On a more personal level, the Internet makes it easy to keep in touch with friends, family, and loved ones. Whether it is through email updates, social media, or photo sharing, the Internet allows us to stay connected to the important people in our life, regardless of location or time zone. Staying in contact and up-to-date with friends and family is so important – in fact, it makes us happier and healthier people overall. Although nothing can replace regular face-to-face interaction, the Internet has been a huge tool for family and friends to stay connected in their busy lives.

It’s amazing to me how the Internet has become such a crucial part of our daily lives in a relatively short amount of time. Whether you use it for business or pleasure (or both), there is no denying the impact that “The World Wide Web” has had on our lives and culture.

We often forget that Internet services come at a price. Not everyone in our country (or in other parts of the world) can afford or access the Internet, which puts him or her at risk for falling several steps behind. Our world moves at such a fast pace and is so heavily reliant on the Internet and technology. Think about all of those work emails, video chats, file transfers and online systems that you deal with each day. Now imagine not having access to those tools. That would be a problem, don’t you think?

What do you think about the idea of Internet being a necessity? How else does the Internet help or improve your everyday life? Tell us your thoughts in the comments below!

4 Tips for Great Business Card Design (And Delivery!)

In today’s technology-driven business world, business cards may not seem to be as important as they were in the past, but believe me they are. Business cards are one of the most commonly used marketing pieces out there, and they are ultimately your first impression and reminder you leave with any potential prospect. They serve as a tangible, physical representation of your business and brand.

What does your business card say about you? If you haven’t given it much thought, you should probably take a few minutes to reflect. Creating an experience around the introduction, the conversation, and the presentation of a business card can leave a lasting impression.

Essentially, a business card acts as a snapshot or first impression of your company. It needs to answer the WHO, WHAT, WHERE and WHY for potential customers and clients in a very short amount of time. It is much more than a piece of paper; it is a channel for you to convey your mission, services, and purpose.

When it comes to designing a business card, there are certain overarching principles that hold true. Business cards are fairly small in size, so you need to be strategic about which information you choose to share and how you choose to format it.

Make it clean. Above all, your business card needs to be readable. The information needs to be organized, easy to follow, and displayed in a logical order. Be sure to include all pertinent information, such as your name, title, company logo, contact info, email address, website, mission, services, DUNS and NAICS codes, if applicable.

Make it sharable. The whole point of your business card is to share it with others! Use a nice printing company and choose a thicker card weight to give off a better first impression. Opt for an uncoated card stock so that people you meet can write or take notes directly on the card. If possible, consider providing blank lines on your card for people to do just that. Be sure to use an ownable color, but allow white space to balance out your design.

Make it unique. Stand apart from your competitors! Use fonts and color to express your personality and showcase your brand. Carry your brand look and feel from your card through to your website, collateral, social media and other marketing materials. Consistent messaging is critical to developing brand awareness.

Make it scanable. Many people will gladly accept your business card but trust me, no one is taping them to Rolodex cards anymore. (Did I just date myself?) Most business professionals are collecting cards and either taking a picture or using a desktop scanner to capture your information into their contact list. Therefore, it is critical to make sure that your card can fit through a scanner, the type is not mucked up with other graphics or varnishes, and all the information you want them to have is on there. There is nothing more frustrating than trying to scan a card and having everything in the wrong field when it is complete.

If designing your business card is 50% of the process, then business card etiquette is the remaining half of the equation. You can design a beautiful business card, but if your delivery is poor, then the design does no good. Here are a few points to remember:

• Start a conversation first. Engage and connect with that person before you offer up your card.
• Have your cards organized and easily accessible (whether that be in a card case, a name badge holder, or other spot). Don’t fumble!
• Carefully present your card to the other person facing in the correct direction. Don’t hold it between your fingers – it looks sloppy.
• Graciously take the other person’s card and take a moment to read and study it. Make notes so you remember the connection and any key points you both talked about.
• Place their card somewhere you will find it – don’t shove it in your pocket or toss it in your bag.

What other tips do you follow when sharing your business card? What business card design elements stand out to you? Share your thoughts with us in the comments below!

Get Ahead of the NLEA Transition

With the new FDA nutritional labeling change on the horizon, many companies are starting to think about how they will manage this overwhelming task while still staying ahead of the game. I had the opportunity to speak with a few companies and I wanted to share my takeaways with you.

Perhaps the biggest concern around this transition is cost, and I mean COST, in all caps. The sheer volume of items that are going to have to be changed – the internal reformulations, label design, prepress and printing – will be an undertaking that the entire industry will have to endure.

In my many conversations with manufacturers, they seem to feel that they will have little to no control over the cost of this change because they will be mandated to use providers that the retailers they supply for dictate.

I have sat on both sides of the table when it comes to buying and selling creative services. I know that we insisted that manufacturers use our chosen vendors and pay the fees that we required when I was on the retail side of things. I also know that we did that a decade ago when the industry was in a much different place. I understand what a cost burden it can be on the manufacturer to not be able to take advantage of the trusted relationships they have with their vendors and gain efficiencies to ultimately save money.

So I know this may ruffle a few feathers but I need to be a little candid. We are not serving the same customer that we served a decade ago. The customer today is more savvy and knowledgeable and fickle. Today, our customers demand transparency, value, quality and a fair price.

The increased costs that will be incurred for this transition will ultimately end up in the cost of goods and in the end it is the customer who will be responsible for paying them. We need to respect and honor our customers no matter what side of the desk we are on and make sure that we do everything we can to find efficiencies and cost savings in this transition.

We are 30 months away, which makes now is the perfect time to start thinking about the transition and answering crucial questions about your packaging design and supply chain. Here are a few questions to take into consideration as we approach the compliance date:

• Where are your assets? Do you have them or is someone else storing them for you?
• Who owns your assets? Are you free to get them whenever you want or do you have to pay a fee to recover them?
• Where is your photography located?
• Is it easily searchable?
• Who has all of your nutritional information and ingredients? Are the formulations current and do they meet regulation?
• Who is your prepress partner? Who is your print partner and when was the last time you met with them to discuss this upcoming change?

There are so many more questions to ask.

If you begin to prepare now, you and your team will be much better off in the long run.  Reach out to your current team, and if your current team isn’t able to help you, look for new partners that can.

What other questions have you answered? How have you started to prepare for the transition? Share your tips in the comment box below!