What makes you hungry?

Have you ever walked through a store and seen a package that just makes your mouth water or takes your breath away, and you just have to try the product? I know I have. It is one of the reasons why it takes me so long to do my weekly shopping.

Packaging is a very powerful tool. It has the ability to completely alter a consumer’s perception of a product or brand, for better or for worse. For many companies, it is the only form of advertising or communication they have to highlight and share the unique qualities of their product with the consumer. The layout, design, typography, photography and other elements work together to create a unique consumer experience from start to finish.

Today, there are hundreds of thousands of products on the market, which makes for a very overcrowded shelf or monitor. So brands should ask themselves, “How can we differentiate ourselves from the other similar products in our category?” By investing in packaging design and working with experts together one can create strong appetite and shelf appeal.

This leads me to ask, what makes you hungry? What grabs your attention and inspires you to make that purchase? Remember, brands only have about 2-3 seconds to jump off the shelf and engage potential customers before they move on. It’s also important to consider that in today’s world, many packages and brands are only seen online.

Here are a few ways in which packaging design can play up appetite and shelf appeal:

Photography

Photography is without a doubt one of the most important factors of a package when it comes to highlighting appetite appeal. Invest in great photography! It is a worthwhile spend because it is one of the first things the consumer notices on a package. The lighting, positioning and preparation of the food is critical and can shift the perception of the product from a basic, casual dish to something that, like I said, “makes your mouth water.” Over the years, we have developed relationships with photographers and food stylists that we treasure. Your product should be displayed, styled or presented in dishware that compliments your product and does not distract from what it is you are trying to sell. However, you have to be truthful to your item. It has to not only look like your product, but be your product. A great stylist and art director will know how to make your product look its best. I remember shooting Stagg Chili many years back and it was amazing what can be done. If the photography does not accurately reflect the product, not only will your customer will be very disappointed, but it will reflect poorly on the company’s honesty and transparency with the consumer.

Hierarchy

Many companies want to shout everything on a package, at the same volume. However, consumers’ eyes and brains are trained to read a package in a certain way, and there are strategies to help direct and control how one reads and interacts with a package. It is important to work to create a strong and accurate hierarchy of communication. Let your consumer zero in on the most important element and then work their way through the package. Add elements that recede and surprise without taking away from the main claims and callouts. Done well, packaging can be an experience, and not just a container.

The brand story

In many cases, a unique brand story can foster appetite appeal on packaging design. For consumers, taking the time to read the brand story and connect with the brand is not as fast acting as photography or benefit claims, but it is equally important. If your brand story is about your manufacturing/production process, or about strong tradition and heritage, consider detailing the story on the packaging. Having a full understanding of the process or rich tradition and history of the brand adds to the appeal. Today, there are even Apps that can elaborate on the story, allowing consumers to dig deeper into the company’s beliefs, corporate values and social responsibility position.

Romance copy

Romance copy is the WOO. It is all of the marketing language that hooks your buyer and persuades them to buy your product. Romance copy is descriptive, inviting, and creates an intriguing visual or image for your consumer. For food and beverage products, romance copy can highlight flavors, taste, texture, smell and detail the expected experience. Make sure to keep the copy focused on the product and call out only the most important attributes of your product.

Color combinations

Color is one of the most fundamental aspects of design. Color has the ability to evoke different emotions, feelings, and influence on packaging. When combined with other colors and patterns, the effect can be very powerful. For instance, deep, rich and warm colors create a feeling of decadence and luxury, whereas lighter, bright colors can signify fresh or natural foods. Use color combinations strategically to send the right message to your buyers. Colors are also used to quickly communicate the health positioning, like the green trend for low fat, or to help to segment multi-SKU programs for easy shop-ability. Remember that colors change on different substrates and with different inks, so be sure to find partners that can guide you through the best colors for your product and production method.

Finally, don’t discount the power of color to immediately convey your brand. You may notice that certain categories rely heavily on certain color trends. Sometimes it is better to stand out from competing products on the shelf and claim a different “ownable” color. Other times, it is more beneficial to play within a certain color palette. It all depends on your particular category and situation.

What other factors make you “hungry” when it comes to packaging design? How do you think packaging design affects the consumer experience and repeat purchase? Let us know what you think about this topic in the comments below!

Is your email getting through to Millennials?

Email marketing – you either love it or hate it, but everyone uses it. In fact, most companies utilize some form of email marketing, whether it is through newsletters, e-vites, coupons or weekly digital catalogues.

Lately, there has been a lot of talk around Millennials and their email habits. Some experts claim that Millennials are less likely to use email than other generations. Is email marketing totally lost on this generation?

Actually, no.

A recent study found that Millennials use email just as much, if not more than other generations. The primary difference is that Millennials check email at multiple points throughout the day, whereas Baby Boomers and Gen Y’s are more likely to check email during standard work hours. Given the fact that 38% of Millennials work as freelancers and 80% sleep with their smartphone next to their bed, this generation is actually considered “power users” of email.

To be fair, I want to point out that the term ‘Millennial’ covers people born between 1981 and 2001. This is obviously a large gap, and there are significant differences between a 14 year old and a 34 year old. This makes it difficult to speak generally about Millennials and their email consumption habits since this group ranges over several life stages that may impact their usage.

Despite differences in opinion, email is an extremely powerful channel, and we need to strategically shift our messaging and practices in order to better connect with this generation. So what are the implications for email marketers, and what can we do to achieve better results? Here are 3 ideas:

Make sure it’s mobile friendly

You’ve heard it before – our world is going mobile. This is especially true when it comes to Millennials. Millennials are on their mobile devices more than any other group, so there’s a good chance they will view your email on a smartphone. Be sure that your email is mobile adaptive and displays correctly on a smaller screen. If you use email marketing software, such as MailChimp or Constant Contact, you can test this feature beforehand. If your email is not mobile-friendly, it will be difficult to read and may frustrate your audience, resulting in an increase in unsubscribes.

Consider your timing – consistency breeds trust

This one is a bit tricky. There’s no definitive answer when it comes to what day or time to send your email. However, most people tend to prefer emails that are sent at consistent dates and times. This means you don’t necessarily need to send your email at the same time each day, but rather, choose a specific time frame to send your updates (such as every other Wednesday afternoon) and stick to it! Although the time of day doesn’t matter much to Millennials (since they check email throughout all points of the day), they do value senders that are consistent. They will know when to expect your email – and will actually take the time to read it. Consistent email marketing will breed trust, and potentially brand loyalty, down the road. 

Personalize whenever possible

Remember, this is the generation that got trophies just for showing up. Make them feel special. Most email users love personalization features, and this is especially true for Millennials. Personalization makes your marketing approach feel more authentic and genuine. You can do this through tools that allow you to insert the receiver’s name, company, and other details into an email. Nobody wants to receive a cold, sales-y email. Providing relevant and valuable content will also help your email feel more genuine. Whenever possible, give receivers control and choice with customization features. Make it easy to opt in (and opt out) of your email list, and allow readers to customize any frequency or timing settings. Some contacts may want to receive one email a day, whereas another may want to receive one email a week. That’s a big difference. Giving your contacts control with these features will be greatly appreciated. This also holds true for Millennials of different ethnicities as well.

What do you think email marketing to Millennials? What other tips do you or your company use? Let us know what you think in the comment box below!

6 Ways to Improve Your PowerPoint Presentations

At some point in time, we’ve all been required to give a presentation in front of a group. Maybe it was when you were in school, or perhaps it was for your department or company. No matter the setting, there are specific things that make a presentation memorable and exciting for the audience.

A great presentation requires more than a brilliant idea. A great presentation incorporates a slide show with text, video, web links, and interactive components. One of the most commonly used presentation tools is PowerPoint. When done correctly, PowerPoint can significantly enhance the overall presentation and help your audience follow along with what you are saying. When done incorrectly, a PowerPoint presentation can bore your audience and serve as a crutch or teleprompter for the speaker. Yikes.

Here are a few ways you can improve your PowerPoint slides and create a more dynamic and engaging presentation.

1.) Create a brand specific template

You presentation is an extension of your brand. The look and feel of the images and PowerPoint slides should align with your brand’s overall feel. For example, don’t create a PowerPoint that is casual and kitschy if you present your company as buttoned up and classic. This can create a disconnect. That doesn’t mean you shouldn’t add humor to your slides, but stay on point and on message.

2.) Save your slides as JPEGs

Nothing is worse than discovering that the format and text you spent hours perfecting is altered when you go to give your presentation. In order to prevent your format or fonts from changing on different computers, consider saving your slides as JPEGs. Once you finalize your presentation, save each slide as a JPEG and insert the JPEGs back onto your slides. The overall file size will increase, but this is an easy way to ensure that your PowerPoint won’t change when displayed on a different computer.

3.) Use “Presenter View”

Presenter View is an extremely underutilized tool in PowerPoint. It is found under the “Slide Show” tab. On this screen, the presenter can input additional notes and a timer, as well as your main presentation slides. However, your audience will only be able to see the main projected presentation. Presenter View remains hidden from others and is useful in helping the presenter keep track of time and create a more natural-sounding presentation.

4.) Rely on visuals instead of text

Nobody enjoys a text heavy presentation. In fact, using paragraphs of text is a sure way to put your audience to sleep. Instead rely on visuals to get your point across. Don’t use PowerPoint as a teleprompter for what you want to say. You should have practiced your presentation to the point that you could give it without any aids or visuals on hand. Remember, your PowerPoint isn’t supposed to serve as an outline of your presentation; it is supposed to amplify and enhance your message with visuals, graphs, and video.

5.) Be selective, and stay simple!

Simply put, be choosy with your content! Not everything you want to say or demonstrate needs to be a sentence or slide on your PowerPoint. This will only overwhelm or bore your audience. Only use visuals, words, and bullet points that are absolutely necessary. Although visuals are best for getting your point across, overusing images or using irrelevant pictures will confuse your listeners. Keep it simple and straightforward, and your audience will be thankful.

6.) Don’t give out a copy of the presentation

Giving out a copy of your slides is a big mistake. A PowerPoint deck is supposed to support the speaker and be used alongside the presentation. They are not meant to stand-alone. If you would like to provide something for your audience, design a handout with the important information and data from your speech. Designing your PowerPoint like a handout with the intent to give copies to your audience will result in an overcrowded, cluttered, and text-heavy slide deck.

Remember you are your brand. Of course, each presentation, topic, and audience is very different. Take the time to plan and strategize – before you start outlining your speech – to determine what tactics will be most effective for you.

What tips or presentation guidelines have you found useful or beneficial? Do you have any other suggestions for improving a PowerPoint presentation? Share your ideas and thoughts in the comments below.

The Transparency Trend

The food and beverage industry has seen dramatic changes over the past few years. Due to the emergence of new research, product recalls, and growing health concerns nationwide, the days when consumers would purchase any product on the shelf without question are gone. Consumers are more empowered and informed than ever before, and as a result, they are demanding transparency from the companies from which they purchase products for their family. In fact, a majority of shoppers expect more information than what is found on a standard nutrition facts or ingredient panel, and often times, even on the company website. Consumers today are proactively seeking out information about the products they consume every single day.

Because of this, there is an increased pressure on companies to be transparent when it comes to the communication of facts, ingredients, brand story, origins, traceability and social or environmental impact of the product. There are a number of factors driving this change. Major contributing factors include an increased awareness of sustainability concerns, animal welfare, GMOs, pesticide use, health concerns, workers’ well being, and more.

So how can companies, both big and small, create more transparency behind their labels and products? Here are a few ways:

• Clear callouts

This may seem obvious, but having clear callouts, benefits, and claims on your packaging, website or collateral materials is critical to being transparent. Many companies tend to emphasize trendy buzzwords or “puffery”, industry jargon, and lengthy claims that often confuse and mislead the consumer. Whether you are making or purchasing products, take the time to sit down and really think about what you want to say and what is most important. Highlight the claims that are significant to your product, help differentiate you from the competition, resonate with your target consumers, and communicate authenticity. Having too many or confusing callouts will clutter your packaging and create distrust. Simple is better.

• Certifications

Certifications are an excellent way to build trust and be transparent instantly because they serve as proof or validation that what you say about your product is true. To acquire a certification, your product is tested and held to a national standard that is consistent across the category. Some widely recognizable certifications include USDA Organic, Non-GMO Project Verified, Kosher, Certified Vegan, Fair Trade Certified, Certified Gluten-Free, Certified Paleo and many more. Obtaining certifications is time consuming and costly, and the consumer recognizes this. Having these seals and icons on your packaging is a straightforward way to communicate what is in your product and your commitment to quality and health of your consumers.

• Website and social media

A company’s digital presence is crucial in fostering trust and showing transparency. Your website is likely the first place consumers will go to for more information and to learn about the brand. Invest in developing your website. You should have tabs detailing your ingredients, harvesting or production process, brand story, social or environmental responsibility, and a designated area for media inquiries. Consumers expect to see all of that information displayed in a clean, organized, and attractive layout. I’m not saying the site has to be expansive and expensive, but it needs to be clear and professional.

Social media also acts as a great customer service tool. More and more consumers today are turning to social media and social proof to give reviews, voice complaints, and ask for help or direction from brands. Companies need to be active, responsive and vocal on their platforms. If you respond to your consumers too slowly – or not at all – you will be viewed as distrusting and unengaged. Pay attention to what your customers are saying and interact with them to build a relationship. If you do not have the bandwidth to do this internally, look for trusted partners to help.

• Tours and videos

A final way to embrace a transparent business model is to give a tour of your office or facility. Consumers will be able to see firsthand what it is that you do, and how you operate from day to day. By providing an open window into your business, you are showing that there is nothing to hide. You can also give a tour on video for consumers in other areas around the country or world. This would make a great addition to your website, and is an affordable and effective way to breed trust and build a relationship with those who interact with your brand. Some companies even use media to illustrate their commitment to the traceability of ingredients down to the source. There are companies that will show you the cows in the fields eating grass on live feed. That’s cool!

What other ways could you showcase brand transparency and authenticity? What certifications, claims or practices do you look for in other companies? How do you feel about the transparency movement in food and beverage? Who is doing this well and acts as a great role model? Share your thoughts below!

As Nemo said, “Just Keep Blogging”

Have you ever heard the phrase, ”Content is King”? I heard it many years ago, but I now fully understand its meaning. It seems like these days, everyone you meet is talking about adding value through content. In fact, content marketing is now considered its own type of marketing specialty.

So why is content so important? You may find yourself repeatedly asking this question. Put simply, content marketing (as defined by Content Marketing Institute) is a marketing approach that focuses on “creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience – and ultimately to drive profitable customer action.” The purpose behind this approach is to provide valuable information and resources for potential customers to engage with your brand. “Give and you shall receive.” Producing consistent content breeds trust with your potential client base, and this trust transforms into loyalty over time. In other words, you’ve got to give a little away up front to attract new clients.

The term “content” can cover a wide range of things. Content can come in the form of social media sites, articles, memes, videos, forums – and my personal favorite – blogs. I understand that producing content may sound like a lot of work at first. However, the benefits to putting out content are huge.

Here are a few reasons why you should “just keep blogging”:

Keeps you in contact and “top-of-mind”

Blogging and creating content keeps you in contact with people in your network. It keeps you at the forefront and top of mind. It’s a great way to show your connections and potential clients what you are up to, what you are interested in, and what your take is on a particular subject. In our ever-evolving digital world, staying visible is crucial to growing your business.

Positions you as an expert

Writing articles, blogs, videos and other forms of content positions you as an expert in your field. By curating content, you are actively joining in the conversation and giving readers valuable knowledge and information. Once you start to do this consistently, people will look to you as a resource and thought leader on this subject matter. They may not agree with you all the time, but you will gain more influence and credibility over time by putting your thoughts, views and opinions out there.

Builds relationships

Much of the content creation process is social and involves other people. For instance, blogs usually have a comment section near the bottom and social share links that allow readers to share your post on their social networks. This fosters digital relationships with your followers. You can ask for their thoughts, feedback, and opinions on a topic, which paves the way for an actual conversation to take place. By producing content, you have the ability to connect with people all over the world, some of whom you would have never had the opportunity to connect with before.

Improves SEO

Creating content improves your SEO, or search engine optimization. Essentially, by putting out content on a regular basis, the chances of someone finding your website are much, much higher. Your rankings improve and you are more visible to more people. This is a huge benefit! If you aren’t currently putting out some form of content, then you are missing out on a huge window of opportunity.

Do you currently use any content marketing strategies? If so, how have you delivered content to grow your business and connect with others? How has blogging been beneficial to you? Share your experience in the comments below!