Don’t forget packaging

And yet, what people are mostly buying it for is the packaging, the idea of a luxury product, or a personal relationship.

An in-store display of honey in glass jars next to cheese
Yes, glass jars cost more, but in this case, they also communicate “high quality” so they can charge a higher price. Note the placement of this display is near produce to communicate freshness and next to high-quality cheese, to emphasize the luxury of the product.
Honey in small glass jars that's been labeled for specific purposes, such as
Honey for various purposes? I doubt there’s much of a difference. And $4.49 per small glass jar communicates these as a luxury good (and potential gift item)
A round container of honeycomb with the honey still in it.
Honeycomb included in honey takes a gift to a whole new level of interesting and luxury, with a hefty price tag. Question: How many people know what to do with raw honeycomb?

The past few years, I’ve become very familiar with bees, and everyone’s favorite product from bees, honey.

As my fiancé, the beekeeper, would tell you, you can’t judge the quality of honey by the color or what it says on the package, you judge it by “the bubble test,” essentially turning a jar of honey upside down and watching how fast the air bubble moves to the now-top of the jar. The slower the bubble, the better the honey.

And honey supposedly purported to be from only a single plant (i.e. clover honey or lavender honey) isn’t always accurate either, as bees go where they please and like variety.

Now that you know all of this, you can see my amusement when I walk into a food store and see the varieties of honey available and the pricing related to them. The vast majority of the price differential is the packaging.

  • Honey in glass and/or special shaped bottles looks more expensive (and thus can command a higher price)
  • Including honeycomb greatly increases the price
  • Marketing honey as single source means smaller amounts for more money
  • Honey from far away feels exotic and special, resulting in an upcharge
  • Labeling honey for special purposes (such as “honey for cooking” and “honey for tea”) encourages people to buy more for these various purposes
  • Honey that seems special encourages people to give them as gifts

And yet, what people are mostly buying it for is the packaging, the idea of a luxury product, or a personal relationship. I recently purchased from thredUP and received my “used” clothes very prettily wrapped in paper, trying to emphasize their quality (vs. buying from Goodwill). Similarly, when Molly & You (formerly Molly & Drew) sends your order, it always includes a personal note and sometimes even a gift.

I’ve noticed similarly how many products I avoid, not because the product isn’t good, but because the packaging is terrible, such as a greek yogurt that I no longer buy because the lid is cheap and breaks too easily.

An opened shipping box of Molly & Drew bread mixes with a handwritten note that says
Molly & You (formerly Molly & Drew) orders come in a plain box, but includes a personal note from the person who packaged this. And, in this case, a surprise of a free pancake mix. Hopefully they can continue this personal touch as they continue to grow.

My challenge for you: Take a look at your packaging, whether it’s actual product packaging and shipping or packaging of your service.

  • Think about how your messaging is or isn’t extended through your packaging.
  • Do your customers like your packaging.
  • Are you losing/gaining customers due to your packaging?
  • What can you do to improve the packaging experience for your customers?

 

“Mindless Eating” book provides helpful insights into food marketing/research

in reading the book, I found it was also a very helpful guide to many of the food marketing tactics that we see used today. I’ve provided some examples below.

I originally picked-up Brian Wansink’s book, Mindless Eating: Why we eat more than we think, to learn more about ways I could positively impact my personal diet. But, in reading the book, I found it was also a very helpful guide to many of the food marketing tactics that we see used today. I’ve provided some examples below.

He discusses anchoring in terms of calories:

If you ask people if there are more or less than 50 calories in an apple, most will say more. When you ask them how many, the average person will say, “66.” If you had instead asked if there were more or less than 150 calories in an apple, most would say less. When you ask them how many, the average person would say, “114.” People unknowingly anchor or focus on the number they first hear and let that bias them. Kindle location 329

How packaging impacts our choices:

The bottom line: We all consume more from big packages, whatever the product. Kindle location 810

…they could cut the size of their meat and cheese in half, and as long as they added enough garden greens to make the hamburger look just as big, they’d feel as full as if they’d eaten the real deal. Kindle location 614

The power of timing:

At one point in the 1980s, Campbell’s developed a series of commercials for radio stations called “storm spots.”25 These radio ads referred to the rain and pointed out that soup is a cozy, warm, comfort food; that it goes so well with sandwiches that are easy to make; and that—not coincidently—the listener probably happens to have a number of cans of Campbell’s soup in the cupboard right at this minute. Radio stations were instructed that if it were raining or storming between the hours of 10:00 A.M. and 1:00 P.M., they should play these radio ads. The expectation was that people would dutifully eat their soup and buy more the next time they went to the store. Kindle location 1499

The power of smell:

Smell is big business. There are companies that exist solely because they can infuse (the word they oddly use is “impregnate”) odors into plastics. This is because odor can’t reliably be infused into food. Sometimes it doesn’t last; at other times it changes the shelf stability of the food itself. But if you infuse the odor into packaging, it’s a different story. Some day you might heat up your frozen microwavable apple pie and smell the rich apple pie aroma. Even if it’s the container that you’re smelling, you’re primed to enjoy that apple pie even before you put your fork in. Kindle location 1440

Expectation Assimilation and Confirmation Bias:

Psychologists call this “expectation assimilation” and “confirmation bias.” In the case of food, it means that our taste buds are biased by our imagination. Basically, if you expect a food to taste good, it will. At the very least, it will taste better than if you had thought it would only be so-so. Kindle location 1567

Consider two pieces of day-old chocolate cake. If one is named “chocolate cake,” and the other is named “Belgian Black Forest Double Chocolate Cake,” people will buy the second. That’s no surprise. What’s more interesting is that after trying it, people will rate it as tasting better than an identical piece of “plain old cake.” It doesn’t even matter that the Black Forest is not in Belgium. Kindle location 1604

…foods with descriptive names sold 27 percent more. And even though they were priced exactly the same, the customers who ate them consistently rated them as a better value than did the people who ate the same dishes with the boring old names. Kindle location 1636

And much, much more. If you are interested in learning about food marketing and research as well as learning about realistic ways to control your weight and eat healthy, I highly recommend this book.

Sometimes the small things in your business really do matter

A Mistura watch with a white band, wooden casing, and colorful flowers and the accompanying gold and black box
My very own Mistura watch.

 

My understanding of the importance of little things in a business began with Western Michigan University marketing professor Ed Mayo bringing in his…soap collection.

He had stayed at a wide story of hotels over the years and was demonstrating to us that sometimes the little do things do indeed matter; the shape (sadly a lost art) and packaging of soap can denote a wide variety of things about the hotel, including luxury and quality.

This past week, my Mistura watch arrived from Columbia.  The packaging was impeccable and the watch was perfect, but the “soap” moment came when I went to set it, and realized they’d already done it to my time zone for me.

It may seem like a little thing, but like Dr. Mayo’s soap collection, it “signals” a lot to me about the company and the products they make. 

Take a moment and stop and think about your business. What small thing about your business could really mean a difference to your customers?