“How do I open this damn thing?” I ask myself in frustration at least once a week.
I’m trying to tear the wrapper off a piece of candy, open one of those big padded envelopes, rip the stubborn cellophane off a new CD, or get inside a molded piece of plastic glued to a cardboard backing so I can retrieve the CD headphones I just bought.
If my 55-year-old hands can’t open it, I resort to using my teeth, a pen, a kitchen knife or a letter opener.
Then I stumbled across the article “10 Packaging Trends That Will Make Consumers Buy” by packaging diva JoAnn Hines. Consumers, particularly Baby Boomers, she says, are yearning for products with packaging that’s easy to open, handle and store.
The article also discusses product packaging that’s environmentally friendly, scented or personalized with the customer’s name.
That got me thinking. If your marketing campaign includes unusual product packaging, why not pitch that as a story idea? Business journals and the trade magazines would love it. (See “How to Use Business Journals to Tell Your Story.”)
While you’re at it, mail the product to journalists along with a pitch letter or press release, so they can see, touch and smell the product package. They can even open it. Or read the easy-to-understand directions.
Thanks, JoAnn, from Publicity Hounds everywhere. By the way, your online press kit is super.