What's on your bucket list?
Most packaging projects today fall into one of three main buckets: Sustainability, Innovation, Efficiencies. The real winners are the ones that dip into all three. Here’s why:
Green continues its trek into the hearts, minds and (more and more) behaviors of consumers. The concept of “pick this not that” has gone viral with a lot of social critters. And how eco-friendly a product or package is weighs more heavily in the equation as we all try to be responsible citizens.
Innovation is the tipping point when comparing like products (ask yourself, what consumer isn’t doing comparisons today before buying).
Efficiencies are key to delivering value to any and all participants up and down the supply chain. Sure, the economy has loosened up a bit, but most people are still making buying decisions based on perceived value.
It’s human nature to categorize and label things to bring order to life. But even packages have to multitask these days. It’s not enough to do one thing great or really good. In today’s Google-gaga world of key-word search and taxonomy, you’ve got to think “plus” when tagging your packaging inside and outside the company. Like a new design that “cuts material by 15 percent + is easy to open” or “cubes out better + runs faster on the packaging line.”
So what’s on your bucket list? And how can you best label your next project to get it the attention it deserves–before, during and after launch?
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Ariana commented:
This is a great post, Jen. It also raises the braedor question of the giant disconnect in many companies (those working with 1990 s org charts) between Sales Marketing and Communications. As social media has evolved from being an applied tool of one to a critical next-frontier component for all three, tightening the gaps between the silos will be critical to success. Better orchestration when internal teams are already stretched so thin with what is already on their plate can be a monumental challenge.As a result, even when flocks of birds DO appear who among us is in charge of determining which are most delicious? (It's not typically the loud squawky ones.) Are there clear next-steps to get them jammed into the sales funnel quickly? Do we HAVE the right funnel handy? From my experience, a lot of birds fly away in those gaps when the tasty seeds the birds are following aren't smartly passed between silos. Add to this the fact that many smaller companies are experiencing applied robust measurement metrics for the first time as a part of this evolution, which presents them with multiple learning curves at once. To be sustainable, applying social media strategically needs to be an integrated conversation that starts at the top. Otherwise, everyone just gets pecked to death and poop on their shoes, as you so wisely observe.
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