Work/Life Integration: The New Way

There continues to be a lot of talk lately about “work/life balance.” You’ve heard the arguments – people need to be able to balance their family and personal lives with their professional selves. Quite frankly, there aren’t enough hours in the day to participate fully in both. As we all know, life happens during that 9-5 (or 8-6) work window and can’t be ignored.

As Millennials began entering the workplace, they introduced a whole new set of ideas and demands regarding work/life balance. They started to change up the way traditional business operated and are a strong part of the reason (along with the emergence and growth of technology) as to why we have more flexibility now than ever before. But let me tell you something; Millennials don’t want work/life balance, they want work/life integration. These two words may sound like synonyms to some, but they are extremely different.

So what is the difference? For the Traditionalists, Baby Boomers and many of the Gen X folks, life is compartmentalized into work and home. You step from one box into the other and one must respect those boundaries. Today, not everyone may desire work/life integration since everyone has different preferences when it comes to their work style and jobs. However, we’ve seen a large movement in favor of this work style, and research shows that there are many benefits to integrating both work and life.

Work/life integration focuses on the idea of blending the personal and professional selves versus compartmentalizing, in order to be most successful and involved in both. Although work/life balance was a good first step, as we’ve grown as a culture, we’ve come to the realization that it may not be practical to keep both identities separate or compartmentalized. Work life integration is becoming the new norm.

Here are a few reasons why we are moving so quickly toward work/life integration:

More remote workers/freelancers – There are more remote workers and freelancers now than ever before. Offsite employees and virtual offices have increased dramatically over the past few years, and for good reason. Research shows that remote workers or freelance hires are just as productive as employees in the office. Remote offices also save money for organizations and costs. At the end of the day, employees should be rewarded based on the work they produce, not how much face time they spend in the office. Companies are finally starting to grasp and embrace that.

Technology – Obviously, work/life integration would not be possible without technology. Laptops, the Internet, cell phones, video conferencing and email allow employees to work virtually anywhere with connectivity! It is now possible to answer emails and submit proposals late at night, while traveling, or even on weekends, whereas in the past this was not the case.

Productivity – Think about it: where are you most productive? The answer for many of you may not be “in the office,” especially depending on what type of field you are in. Studies have shown that some people are more productive in the comfort of their own space, while others may produce better work in a quiet area like a library or study. Again, everybody has their own preferences and companies that embrace work/life integration with flexible policies allow workers to be their most productive selves, whatever that may mean.

Boundaries are blurred – Let’s face it, the boundaries between work life and personal life are blurred. This holds especially true for employees who are caregiving for children and/or elderly parents. Sometimes “life” cannot be ignored. By mastering work/life integration, companies are giving employees the freedom to float between both throughout the day. Employees, in turn, are less stressed and more productive, as they have the ability to manage their own time effectively.

Happier employees – Giving employees the power of choice leads to happier workers overall. Whether they choose to make use of flexible policies or not, having the choice to do so creates a positive company culture. Happy employees have higher retention rates and stay with companies for longer, so everybody wins.

Clearly, there are many reasons why we are moving toward work/life integration – and even more reasons as to why this is a good thing. Teams will be stronger and more efficient in the long run, and employees will be happier and more engaged when they have more control over their schedules.

What do you think about the concept of work/life integration? Do you feel like employees would benefit from greater flexibility? Share your opinion with us below.

Why Your Brand Should Use Experiential Marketing

The other day, I received a J. Peterman Company catalogue in the mail. I did not even realize I subscribed to this catalogue; however, this time it caught my eye. As I began to flip through the pages, I realized how unique the premise really is. Despite all of the Seinfeld jokes, there really is something proprietary to this method of business. J. Peterman makes excellent use of experiential marketing techniques and it made me smile.

The idea of experiential marketing is not new, and has been until now, widely underutilized. Although many of you already know, experiential marketing is built on the idea of helping consumers experience and engage with a brand by giving them a consistent message they can touch, feel, view or participate with (sorry to end with a preposition). In our ever-pervasive digital world and increased online shopping, do consumers still crave a tangible brand experience?

As it turns out, they do! Companies that use experiential marketing techniques and strategies have had major success. J. Peterman is able to create an experience around his brand through the hand drawn images of the clothes (versus standard photography) and exotic, story-like descriptions of each item he sells. The consumer can instantly envision the brand’s story – and more importantly – their role in it. They even refer to the catalogue as the “Owner’s Manual” versus a standard or generic “Spring Catalogue,” thus further differentiating themselves from the other brands in the industry. It’s like reading a collection of short stories, each description more interesting than the last.

Whether you engage your customer on large or a small scale, there are many benefits to experiential marketing. Here are a few:

It saves time. Time is valuable (but you already knew this!) Traditional marketing relies on putting out advertisements, commercials, and promotions and hoping that they snag someone’s attention. Consumers have grown accustomed to this and have learned how to tune it out. They are just too busy. Experiential marketing takes a different approach. Creating a brand experience, whether it is through an event, sponsorship, or other method, entices consumers to willingly spend time with your brand. Viewers become engaged and opt in on their own time. See the difference?

Engages through storytelling. Storytelling is everything. Having a story to tell, whether it relates to your mission statement, company culture, customer service beliefs, or organizational values, makes you much more attractive to a potential customer. Having a story makes you memorable and consumers can identify more easily with your brand. Your brand becomes so much more than a product or service, it becomes the experience.

Strengthens value through personalization. Allowing consumers to engage and take part in your brand is very personal and unselfish. The experience is different for each and every person, which makes what you are selling more valuable. Let’s say you and your team decide to embark on a ground tour where you travel the country and distribute samples of your product to consumers. The act of personal engagement with each and every customer creates a memorable and meaningful experience that they will remember. Research shows that customers are far more likely to buy a product if their experience with the brand is both memorable and meaningful. It’s quite simple – experiential marketing is more personal than a widespread advertisement.

Allows for interactive conversation. Communication is no longer a one-way street (as it was in the past with traditional advertisements and commercials). Marketing is now interactive with both sides actively participating in their roles. Experiential marketing allows for this two-way conversation to happen. Consumers feel as if they have a say and a voice in the process, and in turn, brands show they care about their customers and their feedback. This conversation is also amplified through the use of social media, where consumers have the ability to follow and communicate directly with brands online.

The marketing game has changed. Today’s consumer expects so much more from brands when it comes to delivery, product formulation, mission, and marketing practices. In order to compete, we need to think outside the box and start creating experiences for our consumers to engage with. Experiential marketing builds trust, and trust builds repeat purchase and loyalty.

What are some of your favorite experiential marketing success stories? Has your company used any of these techniques? Share your insight with us in the comment box below!

How to Create a Strong and Concise Packaging Hierarchy

Do you ever see a package and just say, “Wow that is beautiful”? On the contrary, do you ever look at a product and have no idea what they are selling, why it is important, or what to look at first? Those are two very extreme examples of how a strong and well thought out hierarchy can effect packaging and leave an impression on your customer.

Knowing your product and hierarchy of information is so important. You can have an amazing product, but if you can’t convey that on the packaging (through the way and order in which you communicate) then no one will know.

I have had many clients that want to put everything on the front panel. They say, “…But it’s all important!” Yes, but no. Customers only take 2-3 seconds to read and absorb information on packaging. That’s not a very long time.

Studies show that customers will actually interact with your package differently each and every time they encounter it. The first time, they may spend the majority of time reading and investigating the package. The second encounter, they may just skim the copy but enjoy the appetite appeal or interesting photography. The third time, they start to recognize colors, shapes and graphics. And so on…

Knowing what you want to communicate and the order of importance of that information is KEY to connecting quickly and communicating with a customer.

Here are a few things to think about as you are creating a strong brand and package hierarchy:

What is the feel of brand/ package? Yes, information is important, but that first impression will be a total snapshot of your brand. Do you want to communicate heritage? Modern innovation? Strong appetite appeal? When you know your positioning, you can more clearly write and define your words and hierarchy so that it aligns with the marketing objectives.

What do you HAVE to communicate? Know what you are required to say and what the regulatory rules are that you have live with. A good designer can integrate regulatory information in a way that meets the standards, but does not distract from the marketing objective and shelf impact.

What do you WANT to communicate? What results, feelings, or impressions do you want the consumer to have when they engage with the package? Do you want their mouth to water because of the delicious photography? Do you want them to be given a list of claims that justify the purchase? Write all of them down, then number them in order of priority. This will give you a chance to really decide what is important, and what is there as extra information. Remember, there are so many other places to tell your story. It doesn’t all have to fit on the front panel.

KISS – (Keep It Simple Stupid) – You’ve heard it before: simple is better, less is more. It really is true. Just look at Apple packaging and ask yourself, do I want that or a Microsoft box? (Sorry Microsoft.) There is elegance in simplicity in our over-communicated lives. So pretend that you can only have 2-3 callouts. What will they be? Determine what you MUST say and try to stick with that.

Now write it down – Here is a list. Feel free to use it and apply it to your own brand.

1. Brand position – What do I want to convey?
2. What MUST I communicate?
   1. Net weight or content statement
   2. Mandatory claims (regulated information)
   3. Product name
   4. Sub-descriptors (flavor, artificially flavored, enhanced, etc.)
3. What do I WANT to communicate?
   1. Brand logo
   2. Claims
   3. Benefits
   4. Results
   5. Imagery
   6. Violators (new, low fat, etc.)

Now number these in the order of importance. Share the list with your design team and trust them to figure out how to visually communicate that order using type, color, size and graphics.

Taking the time to figure out your hierarchy of information will make this process a lot easier for your team. Commit to fully completing and reviewing this internal document with your team before you start design. Your results will be: a faster time to shelf, less revisions, clear communication, happy customers and ultimately, more sales!

How do you organize information and callouts on your packaging? How do you structure communication in order to connect with your clients? Let us know your thoughts in the comment box below.

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!