Packaging is more than just the container you put your product in. It should also amplify your brand message. It should help sell your brand. Packaging can be very confusing – we make it simple and straight forward on this episode. What you need to know.

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This short guide levels the playing field between small brands and their more sophisticated competitors. It highlights the advanced strategies the big brands use called Category Management - what retailers want. 

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Welcome. Thank you for listening. This podcast is dedicated to helping you get your product on more store shelves and into the hands of more shoppers. Now there’s a lot to it before you can actually get your product on a retailer’s shelf. In this episode we’re going to talk about packaging. While this is a topic I’ve covered in great detail on other episodes about compostable packaging, recyclable packaging, what the difference is, what you need to know, et cetera, the focus on this episode is on answering those questions. What do you need to know when you think about putting your product in a package? Who do you go to? Do you go to a packaging broker, or do you go directly to the converter?

A converter is an industry term. These are the people that work the magic to create the packaging that your product goes in, the packaging that you see on retailer shelves. What questions do you need to ask them? What are the options that are available to you as a brand, and then how does that packaging supplier work with your co-packer, your marketing company, and anyone else who’s involved in designing your packaging and your product? Essentially everything that has to go on behind the scenes before you can get your product on more store shelves and into the hands of more shoppers.

But before we can go down that path we’ve got to talk about some of the other very important elements that you need to have in place before you even develop your packaging. For example, how can your packaging to tell a compelling story about your brand? What are some of the ways that you can leverage your packaging to help grow incremental sales to make it easier for a retailer to say yes to your product? What can you do to catch the consumer’s eye so that they buy more product and then evangelize your product to their friends? Once you come up with your packaging design, what’s next? What format does it need to be in and how does that work? What are the limitations around your packaging? How customized can you make your packaging? What are some of the different strategies and technologies that you can take advantage of today to gain a significant competitive advantage in your category?

Then more importantly, what are the different options available to you? This can vary greatly depending on what kind of product you have, whether it’s hot, cold, how much liquid is in it. There’s a lot to know here. Anyhow, don’t fret. This no longer needs to keep you up at night. This podcast episode is dedicated to answering many of those questions that you have, plus a whole lot more. In preparing for this episode I actually made a list of all the questions that brands ask me when I mentor and work with them. You’re going to hear a lot of them repeated here, and a lot of those questions get addressed. If there are any questions that weren’t addressed here, you can always reach out to me via email or any social platform, or you can reach out to our guest today.

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Download the show notes here:

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