I can’t believe it has been a year since I last posted on The Creative Connector. During this 12-month hiatus, I finished my MBA at Columbia Business School in New York and relocated to Florida to head up marketing for one of my clients, Nutra Pharma Corporation. Nutra Pharma is a young and innovative biotechnology company developing some very novel treatments for multiple sclerosis, HIV, Adrenomyeloneuropathy and pain. Now that I am once again “settled” into the business world, I will be posting regularly about interesting ideas in business, marketing and entrepreneurship. Of course, feel free to contact me if there is anything that you would like included that I have not covered in previous posts. And now to jump “write” in…

As Chief Marketing Officer at Nutra Pharma, one of my responsibilities include the design of our packaging for our drug products. Most recently, our team spent time working on the development of packaging for our newest over-the-counter pain reliever, Nyloxin, which treats moderate to severe chronic pain using cobra venom — yes, cobra venom. Throughout the packaging design process, our team received the following advice and feedback from several experienced marketers:

Know Your Customer First
Knowing your customer before you jump into the design of your packaging will allow you to better understand what needs to go into the packaging – from the amount and type of information to be included on the package to ease of use of the product.

Develop a Brand, then Design the Package
Your packaging should be a seamless extension of your brand. If you haven’t yet done the work to develop your brand, then complete this step first. It will make your design process much easier when it’s time to complete the packaging.

Keep it Simple, yet Informative
If you’ve ever picked up a package and have immediately begun drowning in text, then you’ll know exactly what this means. You should include enough on your package to educate your customer about the benefits of your product, but at the same time keep it short and to the point. Too much information on a package becomes overwhelming.

Quality, Quality, Quality
Don’t skimp for the cheapest packaging option. This doesn’t give you an excuse to go overboard. Just keep in mind that low quality packaging can cheapen your product. Don’t let this happen to you.

Stand Out from the Pack
Have you ever walked down the aisle at a grocery store and noticed that all of the products in a certain category look the same or similar? I know I have. Don’t let your product fall into this bucket. Make sure your packaging is unique so that it stands out on the shelf and will be noticed. In the end, it’s all about sales and good packaging can help support sales for even the most boring product category.

Swing by Your Retailer and Check out the Competition
This goes alongside the previous tip. Stop by your target retailer and look at the shelf where you would ideally like your product placed. See what your competitors are doing for their packaging design. Take note of fonts, colors and package size.  If you’re further along and have an actual prototype of your packaging, bring that, along with a digital camera, and snap a few photos with your product on the shelf to see how it will look from a consumer perspective.

Have Fun with Your Packaging
It’s important that you have fun when designing your packaging. Let those creativity juices flow freely. Even your wildest concepts should be considered during the first few rounds of your design process. At the very least, these concepts will help you become a better designer now and in the future.

Packaging comes in all types of shapes, sizes, colors, and textures. When designing great packaging, keep these tips in mind and most importantly, especially for those with retail products, stick to a design that will stand out on the shelf.

For additional packaging design resources, check out the following blogs:

Inc. Magazine published an article in its February issue about the positive effects of marketing viral videos online at places like YouTube and Google. In the article, Inc. profiled three companies, gDiapers, Personality Hotels and RJE Business Interiors.

All three companies took a simple approach to producing the videos and spent between $5,000 and $25,000 for production and marketing. gDiapers focused on the benefits of using its reusable nylon pants and biodegradable liners. Personality Hotels gave a 5 minute tour of the company’s hotels. And RJE Business Interiors created a reality series that showed company employees installing furniture and performing community service.

After publishing these videos, gDiapers experienced double digit revenue growth, Personality Hotels increased reservations by 5% and RJE Business Interiors increased revenue by 22%.

The Winning Strategy

In the article, Inc. also discussed the success of Blendtec, a maker of commercial blenders. The Company created a more creative series of videos entitled, “Will it Blend?”, which showed its blender chopping marbles, golf balls and even an iPhone. The videos have been viewed 35 million times and since launching these videos, the Company’s sales have grown from $2 million to $10 million. 

Top Online Video Sharing Sites

• Google Video
• YouTube
• Revver
• VideoEgg
• JumpCut
• Eyespot
• Ourmedia
• vSocial
• Vimeo

My Favorite Viral Video

Just for fun, I wanted to share my favorite viral video created by Smirnoff. Enjoy…

Whether it’s Frito-Lay’s carbon neutral potato chip manufacturing plant, Tesla Motors’s electric car that can travel 200 to 250 miles on charged Lithium-Ion batteries, or NBC’s Green Week, we’ve all heard about companies embracing the “green” phenomena.

So what is behind this greenness? It’s simple. While going green not only helps the environment, it also gives companies the opportunity (when done correctly) to gain additional media exposure, increase its brand awareness, and build goodwill among consumers and consumer groups. All of which can lead to more business and a better bottom-line for companies.

Let’s take for example the construction company, Alberici Enterprises. For those who have driven down I-170 in St. Louis past Alberici, you might know the green story behind its new headquarters, but for those who don’t, let me tell you….

Alberici wanted to become one of the premier “green” builders in America. In an effort to show what it could do, it built its new headquarters to be a model for sustainable design and construction. Besides using innovative building materials, such as a soybean polymer, the Company also created 2 water retention ponds that allow for zero reliance on city water for sewage conveyance. Additionally, the Company went above and beyond and installed a 3-blade wind turbine that sits atop a 124-foot monopole. This is expected to provide close to 20 percent of its annual energy needs. But what’s even more interesting is that Alberici claims that its building costs are equivalent to those of Class-A office space…meaning that it is no more expensive to become environmentally friendly.

So the next time you’re considering building a new office, why not consider going green with those that have proven that the concept works…Alberici? This is exactly what Alberici wants you to think. And that’s how going green means more bu$ine$$.

Links:

• Alberici Enterprises
• Alberici Headquarters Rated Greenest Building In The World
• Frito-Lay plans environmentally neutral potato chip (International Herald Tribune)
• NBC Green Week
• Tesla Motors

McDonald’s has stooped to a new low by advertising its Happy Meals on the envelopes containing report cards of elementary school students in Seminole County, Florida. Certainly advertising should reach out to the Company’s targeted demographic, even when this includes children. This, however, is just plain badvertising.

The problem with McDonald’s recent advertising is that it is forced on children without any regard for the parents. Sure, kids watch television and read magazines, but parents have some control over what their children see and read. When situations like this happen at school, it leaves parents vulnerable because it doesn’t give them the option to choose what their children are exposed to. 

This is not the first time the School has allowed advertising on its report card envelopes. Prior to McDonald’s, the school’s sponsor was Pizza Hut. But what’s even worse is that with all of the negative feedback and bad press McDonald’s and the school have received, they have both decided to continue running this advertising through the remainder of the school year.

Just consider the last time you picked up a magazine or newspaper. Do you remember any of the advertisements? How about when you lasted watched television? Do you remember a single commercial? By now, we are so used to seeing advertising that we subconsciously ignore it.

Here are three things we know:

• people read blogs
• people use social networks to communicate
• people watch a lot of television (and they skip over advertisements with the help of TiVo)

So what does this tell us? It’s simple. Companies need to focus on getting their messages out using alternative, and more modern, methods. Whether it’s developing a corporate blog or reaching out to the media, new and free communication channels are available in today’s business world and companies need to take advantage of them.

As an example, I recently helped a client gain exposure on CNN.com’s homepage as a response to a media campaign announcing a poll they were hosting. Being on CNN.com resulted in over 5,000 additional unique visitors each day to my client’s website. If you compare this to traditional advertising, this same amount of exposure would have taken thousands of dollars.

There are several ways in which you can help leverage your company’s media exposure. Here are just a few examples:

Develop a catchy hook: When developing a media pitch, it’s time for you to think outside the box. What can you add to your story that will bring it to the next level? Put yourself in the shoes of a journalist and ask yourself, “Would they care about my story?” If not, then it’s time to rethink your message.

Become an industry expert: Do you manufacture widgets or do you offer a service to the public or to other businesses? It doesn’t matter. If you do business at all, it’s important to build your reputation as an expert in your industry. For those that know how to do it, it’s not difficult. Offer free articles to industry trade journals, volunteer to participate in open panel discussions or launch a blog. The media always needs expert sources. Being known as an industry expert will open you up to serve in this role.

Follow the news: Stay up-to-date on the most recent news in your industry. Set up Google Alerts for certain keywords and phrases. If a phrase comes across the wire that relates to your industry, follow-up on it and offer your expert insight and perspective to your local media outlets.

Most importantly, the next time you consider spending money developing a large advertising campaign, consider this: The Body Shop was built using publicity with no advertising at all and Starbucks built its brand through PR. Starbucks now has approximately 12,000 retail stores and annual sales over $9 billion.

Now that you’ve successfully launched a brand, how are you planning to promote it? Here’s one idea…build a community.

Not sure what I mean? Just consider the Harley-Davidson Owners Group (H.O.G.). This brand-centric community was developed by the Harley-Davidson Motor Company to bring together riders from around the world. It not only allows members to participate in local chapters and special events, but it also gives its members access to a special members-only website. Since its establishment in 1983, H.O.G. has attracted more than one million members.

One of the greatest benefits to developing this type of community is that it creates better brand awareness and loyalty. We all want our customers to be happy and come back again and again…and again. While advertising works most of the time, it’s only a piece of the puzzle. When you combine advertising with other forms of marketing communications, you will find that you have even more channels to get in front of your consumers.

The biggest challenge companies’ often face when building these types of communities is targeting the right audience. Before diving in to your development process, take some time to figure out your target demographic and what your company can offer that will attract this demographic to your community.

Concepts to Consider When Building Your Community:

Work the Web
The Internet is available to virtually everyone. When building your community, consider using Web 2.0 tools to launch your own version of a social network. If that’s too complicated, then start by setting up a simple message board or forum on your corporate site.

Go Local
If you own a retail store, focus on your local community. Your customers are probably also your neighbors, so host special events and other types of get-togethers that would interest them. Out here in Boulder, Neptune Mountaineering offers their store as a free venue for adventurers to give slide shows and lectures.

Find a Partner
You don’t have to build a community alone. It’s easy to find a partner to help. For instance, if you own a hardware store, partner with several of your key vendors to launch a community for consumers interested in home improvement.

Examples of Creative Brand-Centric Communities

Reel Moms
A community of mom’s with infants who get together at Loews for first-run movies, events and giveaways. The Company calls it “A Playdate for Moms!”
http://loews.bipnet.com/reelmoms/

Xango.tv
A video sharing site that allows customers and distributors to upload videos about Xango. The Company claims this is the first ever brand-centric video-sharing community in the industry. Currently, it has 10 different channels and is offering a $10,000 XangoTV award.
http://www.xango.tv/

Barack Obama For President
Here’s an example of a community within an established community. The brand in this example is presidential contender, Barack Obama. His Facebook group has attracted 11,225 members and his profile has 163,808 supporters.
http://www.facebook.com/group.php?gid=2364211938 (Must be a Facebook user to view)

Defy.tv
Developed by adventure sportswear company, The North Face, Defy.tv allows users to upload and share extreme-sports videos.
http://www.defy.tv/

Everybody loves being recognized. (If you need reassurance of this, just look at the number of blog awards in existence!) The same is true for professionals and volunteers in the nonprofit community. These folks love being recognized and the local media loves covering this type of recognition.

When creating an award, make sure its purpose fits with your non-profit’s mission and goals. For example, if you run an environmental organization, create a “conservation” award. If you run an arts organization, develop an “artist of the year” or “rising artist” award.

Just a word of caution when creating an award…be sincere. Potential recipients and the media can see through fake awards. Don’t let this happen to you. Create a real award that you would be proud to present to a family member.

The most difficult part of launching an annual award is determining how you’re going to select its recipients. For the first several years, I would suggest that you leave that process to your board of directors. If you feel so inclined, create a separate, smaller, nominating committee. After several successful years, you may decide to launch a nomination process that enlists help from the community.

Here are some organizations that currently present annual awards:

• Conservation for the Oceans Foundation, Heroes of Conservation Award
• Explorers Club, The Finn Ronne Memorial Award
• Public Relations Society of America, Silver Anvil Award

10 Simple Steps to Launching Your Charity Award:

1. Decide on the purpose of the award
2. Choose a name for the award
3. Design the award (choose whether it will be a plaque or trophy)
4. Choose the initial recipient(s) (aim high when choosing recipients for the first few years)
5. Contact the potential recipient(s) and let them know they have been selected
6. Determine whether the recipient(s) will accept the award
7. Send out a press release to the local media announcing the award and details about the recipient(s)
8. Follow-up with the media to answer any questions about the award or its recipients
9. Organize a cocktail reception for the award recipient(s) or if you would prefer, take the award recipient(s) to a congratulatory lunch (invite the media to attend as well)
10. Post information about the award on your organization’s website with details about current and past recipients

Although this strategy works best for non-profit organizations, for-profit companies may find it useful as well, but much tougher to implement. Companies will need to decide what charitable cause they’d like to support (environment, community, arts, education, etc.) and choose the one that fits best with the type of company. For instance, if the company is a florist, create the “best community gardener” award. If the company is a clothing boutique, create a “most fashionable” award. When creating your award, keep in mind that the recipient will love receiving it, but it will be much tougher to gain media exposure as a for-profit company.

Feel free to contact me or post comments if you have questions or additional thoughts on this topic.

Not sure what philanthropic activities you can bring into your business? An easy strategy is to create a partnership with a local charity and pledge X% of your sales or certain services to members of that charity. Okay, I understand you may not want to give away money or time, but think about this. What’s it worth creating goodwill in the community, not to mention that local media outlets love covering philanthropic activities!

When choosing a charity partner, keep these in mind:

Make sure there is a fit between the charity and your business

• If you manufacture basketballs, give away free basketballs to an inner-city youth organization
• If you sell financial services, sponsor free financial help classes at a local community organization

There are pros and cons to choosing a religious charity

• Pros: Religious groups, such a church or synagogue can provide your business with access to more “charity loyal” customers
• Cons: The media probably won’t cover your activities

If you watched the World Series this year, you probably noticed lots of mentions about the Boys & Girls Clubs of America. This is Major League Baseball’s official charity and according to their website, they were looking at the best ways to prepare for the 21st century and fortify their relationship with youth. They must feel this works, as they’ve pledged more than $16 million in direct and indirect support to this organization.

The Wall Street Journal ran a recent article about brand extension gone wild. Here are some examples from this article. Would you buy these products?

Salvatore Ferragamo
Original Product: Leather Goods
Extension: Wristwatches

Roberto Cavalli
Original Product: Women’s Clothing
Extension: Vodka

Giorgio Armani
Original Product: Clothing Designer
Extension: Electronics (Cell Phones and LCD Televisions)

Bulgari
Original Product: Jewellery
Extension: Hotels

Ralph Lauren
Original Product: Polo Shirts
Extension: Paint

Here’s a great example of a company implementing Web 2.0 technology as a marketing tool to help reach future customers and build brand loyalty among current product users. This month, PepsiCo launched DEWmocracy, a game-based website that allows customers to help shape the flavor, color, name, logo, and design of the next Mountain Dew drink.

The site is designed around a virtual game, based on a fantasy legend, and consists of seven chambers, Fire, River, Jungle, Forest, Ocean, Desert and Mountain, representing the seven different parts of the drink. In each chamber, the user must complete several tasks before they are allowed to move on to the next.

DEWmocracy is continuing to open up its chambers. The fire chamber, which helps decide the flavor of your drink, was opened on November 5th and the river chamber, allowing you to choose the color of your drink, will open on November 14th.