By John Malmo
http://stream.publicbroadcasting.net/production/mp3/wkno/local-wkno-976948.mp3
Awareness After the Fact is Critical, by John Malmo
Memphis, TN – Most of the things we sell have to be used before we can sell another. When you first saw that Coca Cola Fridgemaster pack you probably thought,"Wow, how nice of Coke to make it easy to store those cans together in my refrigerator."
Actually, Coke knows the more they can get you to put in the refrigerator at one time, the faster you'll drink em all. Package design drives consumption as well as initial purchase.
One current trend in packaging is the retro look. The Wall Street Journal recently reported many major packaged goods producers have brought back designs from the Sixties and Seventies. Recent packaging had focused on features, such as easy opening or pouring, or a health claim. Now, though, package designs that are familiar old friends to mom are hot. They look trustworthy. The most effective packaging stands out in the pantry or freezer at home. When mom shops the freezer to decide what's for dinner tonight the package that stands out gets first refusal. When dad stands in the garage an oil can design that grabs his eye is a reminder of all things that need oiling.
Awareness after the purchase is critical in almost every category to drive use and repurchase.
John Malmo is a marketing consultant who concentrates on helping business owners grow their businesses with effective marketing. To reach Mr. Malmo, hear and read more of his commentaries, or ask him a direct question, go to AskMalmo.com.
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