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5 Strategies to Create More Effective Produce Packaging Lisa Cork Fresh Produce Marketing Ltd. Savvy Strategies. Persuasive Packaging. Bold Brands. [email protected] Copyright © Fresh Produce Marketing Ltd. 2011 The average supermarket stocks over 40,000 items. Each of these items competes for a share of the shoppers‟ wallet…and the shoppers‟ stomach. Most produce companies view their packaging as a cost…and often an expensive cost at that. Very few companies view their packaging as a marketing investment. In this highly competitive environment, where shelves are full of packaged foods supported by multi-million dollar marketing budgets, what can a fresh produce company do to capture shopper attention? One of the most effective things a fresh produce company can do is to increase the effectiveness of their produce packaging. This report gives you five strategies to do exactly that. But before we reveal the five strategies, why is focusing on your produce packaging and what I call the „on-pack message‟ so important? Most produce companies view their packaging as a cost…and often an expensive cost at that. Very few companies view their packaging as a marketing investment – an investment that if used properly, becomes an in-store mini-billboard seen by hundreds (if not thousands!) of shoppers per day. Create the right „buy me‟ message on your packaging…and you will motivate shoppers to buy. Consider this example. Imagine how boring (and how small) the cereal category would be if every package just stated what was inside. You would see packages that read, “Bran Flakes with Raisins,” “Flakes of Corn,” “Rice with Sugar and Chocolate.” Something gets lost in the translation, doesn‟t it? This example shows, it‟s not what‟s in the box that counts, but how you describe what‟s in the box that matters. It‟s the same for fresh produce. And this is where most companies get it wrong. This pack of celery is pretty plain and perfunctory. Could it work harder to convince shoppers to buy? Most produce marketing companies (and retailers too!) view their produce packaging simply as a „containment vessel‟ for the product inside. Whether sticker, sleeve, bag, box or punnet, companies put little thought into the brand and onpack message opportunity. While every pack must contain the perfunctory information required by law (product name, size/weight, producer details, etc.), this perfunctory information does absolutely nothing to stimulate or capture the attention of the shopper! And this is where the opportunity lies. © Fresh Produce Marketing Ltd. 2011 PO Box 56-512, Dominion Road, Auckland New Zealand 1446 Phone: +64 9 815 5944 / E-Mail: [email protected] / www.freshproducemarketing.com By viewing your packaging as more than a cost and a „containment vessel‟, you start to see just what a powerful and persuasive tool your packaging can be. Shoppers buy fresh produce differently than packaged foods. Fresh produce is driven by shopper interaction with the product. They pick it up, they tap, they smell, they look… So, what‟s the secret for turning plain and perfunctory packaging into a powerful and persuasive sales tool? Here are five strategies you can use to make your packaging more effective. Strategy 1: Reduce the Size of Your Brand on Your Pack I realize this is a blasphemous statement and you‟re thinking, “What do you mean, reduce the size of my brand? It‟s an important part of my packaging.” The fact is, unless you have a global brand that‟s been around for a while (think Dole, Chiquita, Sunkist) or you have exclusive access to proprietary varietals (think Sunworld, Perfection Fresh (Australia), AS Wilcox and Sons (NZ)), there is a high likelihood your brand doesn‟t matter to the shopper. Why? Shoppers buy fresh produce differently than packaged foods. Fresh produce is driven by shopper interaction with the product. They pick it up, they tap, they smell, they look and if it meets their purchasing criteria, they buy. The brand is secondary. Notice how much label space this brand takes up. But does it make the shopper want to buy? What other message could appear on this label to drive more interest…and sales? As a result, if your brand is occupying a high percentage of your packaging, whether sticker, sleeve, bag, box or punnet, it is taking up valuable space – space that could be used to create a more consumer focused, „buy me‟ sales message. Strategy 2: Talk To Someone and Say Something One of my favorite lines from Guerrilla Marketing, back in the days when it was seen as the bible for cost effective marketing strategy, was the line, “Market something to somebody and say something.” Meaning, marketing effectiveness increases when you target your market. © Fresh Produce Marketing Ltd. 2011 PO Box 56-512, Dominion Road, Auckland New Zealand 1446 Phone: +64 9 815 5944 / E-Mail: [email protected] / www.freshproducemarketing.com The retail environment is too competitive for the fresh produce industry to be successful mass marketers anymore...and every food trend is pointing to the need for customization. In fresh produce, we need to be moving rapidly down this path. The retail environment is too competitive for the fresh produce industry to be successful mass marketers anymore…and every consumer food trend is pointing to the need for customization. At trendwatching.com, the trend Urban Pride is driving the customization of products down to city level. For example, Absolut Vodka now customizes and segments their vodka by city (Absolut Cities). Key cities now have a vodka taste/flavor developed just exclusively for them. What this means for fresh produce packaging is…talk to your target market on your packaging. And, if you don‟t know who your target market is – find out! Know what appeals to them about your product and then describe your product in a way that matches their needs. This creates a stronger incentive to buy. Strategy 3: Develop a Packaging Message That Makes Your Product Easy To Buy…And Use I really feel for smaller, emerging industries. Products like tamarillo, custard apples, feijoas and the like often struggle to stimulate demand. There is not enough money in the bucket to do consumer advertising, education and outreach, yet without advertising, education and outreach, it is really hard to grow demand. One of the most compelling and effective things these smaller industries can do (and it relates to bigger companies as well) is to use packaging to educate consumers and make the product easier to buy and use. This exotic fruit sticker could have benefitted from less brand…and more info on how to buy/use/eat the product. Packaging in this context could be as simple as an effective on-product sticker. Consider the pulling power a large sticker can have as an education tool. Critical messages like “Ripe when soft” or “Sweet, creamy, custard-like texture inside” gives shoppers guidance on how to be successful with the product. © Fresh Produce Marketing Ltd. 2011 PO Box 56-512, Dominion Road, Auckland New Zealand 1446 Phone: +64 9 815 5944 / E-Mail: [email protected] / www.freshproducemarketing.com I know larger stickers add cost. But the investment you make in something like an effective label, which goes physically on the product at point of sale, will be a far more effective spend long-term than any advertising, promotion or PR effort. Strategy 4: Know What the Current Food Trends Are…And Capitalize On Them Have you noticed how packaged food products are the only ones having fun with their branding and packaging? It’s time we put some fun back into fresh. What‟s the fastest, easiest and most cost effective way to find out what the hot food trends are? Simply Google the words “Food Trends” and you will end up with 60 million or so hits. There is no excuse not to be aware of food trends and what is happening in the wider world of food. The next step is to review the food trends in the context of your product. For example, in 2011 there is an emerging trend towards simplicity and home canning. Is this a trend your product can take advantage of? If yes, what can you say on your packaging that captures and promotes this trend? Maybe you add a starburst on your pack that says, “Flavor at Its Peak – Perfect for Canning or Fresh to Eat.” Maybe you add a canning link to your website and drive consumers there via your on package message and teach them how to can what you grow. Maybe you can use your packaging to provide some simple canning advice with the proviso – “Stock Up On Me – Simple Canning Tips” Not only are you educating your shopper, but you are selling more volume – volume that does not compete with your fresh sales because it is going to a different use. Strategy 5: Be Cheeky and Have Some Fun! Somewhere along the way, the fresh produce industry missed the turn off that said, “Make Packaging Fun.” Instead, we took the road that said, “Plain and Perfunctory.” Have you noticed how packaged food products are the only ones having fun with their branding and packaging? It‟s time we put some fun back into fresh. What do I mean? © Fresh Produce Marketing Ltd. 2011 PO Box 56-512, Dominion Road, Auckland New Zealand 1446 Phone: +64 9 815 5944 / E-Mail: [email protected] / www.freshproducemarketing.com Consider taking a step back from your product and looking for the quirk. For example, when I spoke at an avocado growers‟ conference, I suggested they use a statement like, “No avocado trees were hurt in the picking of this fruit.” It‟s a tongue-n-cheek play on the animal testing theme…why not adapt it for fresh produce? View your packaging as a mini-billboard that has the potential to be powerful, persuasive and drive sales. Without being disrespectful, consider some options to play with your packaging message within the context of the FairTrade and Green/Environment movements. For example, consider a statement like, “This produce is FairTrade. Sales of this product benefit a local farmer and his family.” Don‟t take yourself or your product too seriously on your packaging…instead be cheeky and have a bit of fun. Remember – fresh produce has the upper-hand in the food stakes. As fresh, healthy, real, simple and natural become the characteristics consumers seek in their food, fresh fruits and vegetables tick all the boxes. What an enviable position! Yet we are not doing enough with the opportunity. One thing you can do to drive increased fresh fruit and vegetable consumption…and take full advantage of existing food trends, is to view your packaging as more than just a containment vessel. Instead, view it as a mini-billboard that has the potential to be powerful, persuasive and drive sales. Packaging is more than a cost…it is an untapped opportunity to convert shoppers to buyers and increase your sales in the process. © Fresh Produce Marketing Ltd. 2011 PO Box 56-512, Dominion Road, Auckland New Zealand 1446 Phone: +64 9 815 5944 / E-Mail: [email protected] / www.freshproducemarketing.com About The Author Lisa Cork is the owner/director of Fresh Produce Marketing Ltd. a company dedicated to increasing fresh produce sales and consumption. Her expertise (and passion) is helping growers and retailers transform the message on their fresh produce packaging from being plain and perfunctory to being a powerful and persuasive marketing tool that drives sales, captures attention and builds stronger relationships with customers. For more information email: [email protected]. Share Me! This article was written to be shared. Please feel free to pass it on but be sure to include the ‘About the Author’ section when you forward it. Please Note: Each country has its own labeling laws that must be adhered to when developing fresh produce packaging. The ideas provided in this report are meant to be thought provoking, but they do not substitute for getting professional advice related to packaging and labeling laws in your country. We recommend any changes or additions to your on-pack message be run by the appropriate expert for approval. © Fresh Produce Marketing Ltd. 2011 PO Box 56-512, Dominion Road, Auckland New Zealand 1446 Phone: +64 9 815 5944 / E-Mail: [email protected] / www.freshproducemarketing.com