August 6, 2013

What Does A Man, A Chook and a Sticker Have To Do With Fresh Produce Branding?

That is a great question. I know I go on and on ad nauseam about niche marketing – about picking a target audience and then talking specifically to them. If you are an avid reader of this Packaging Matters blog, you will know I think one size fits all marketing is old school…passé’, yet it is the norm in fresh produce. One could potentially argue it was the norm in poultry as well…until…the chicken marketers in NZ set out to reinvent chicken…for men. Take a look at this photo. It is simply a fresh whole chicken (chook down under) but  
August 4, 2013

Russian Dolls and a Single Minded Purpose

  Often in marketing, you will hear people talk about the need to have a ‘single minded purpose.’ Basically, the meaning is know who your audience is…and know what you want to say to them. These days, with consumers expecting more and more customisation, the more you can tailor your product and your message to a niche market, the more value you can get. At least, that’s the theory anyway. The More You Niche, The More You Drive Value Growth I wrote about this a few blogs back when I covered the difference in health messages between Vital Vegetables and  
July 30, 2013

The Difference Between Average and Excellence

I was recently working with my son on a science project. I have realised over the past year, his natural tendency (and I think this is true for most 11 year old boys), is that ‘average’ is good enough. Unfortunately, it is not good enough in my household! The challenge however, was not to assert my opinion, but to get him to see the implications of ‘average’, decide if he was happy doing average work and then try and guide him towards excellence. I am not one of those mums that do the science project for their child – but  
July 29, 2013

Packaging Is The Final 10 Seconds

I read a great article the other day on packaging. It described it as the final 10 seconds of the sale. All the work done to get the customer in store and looking for your product goes to waste if your packaging turns them off…or fails to capture their attention. I love the analogy of packaging being the final 10 seconds. This directly relates to a conversation I had with a grower the other day. Once again, they were advertising their product in mainstream media (read EXPENSIVE) but their packaging was a complete turn-off from a shopper point of view.