Question

Topic: Branding

S.o.s. Save My Company From Bad Packaging.

Posted by Anonymous on 2/15/2006 at 1:55 PM ET 500 Points
I am a sales rep. for a small company that developed a (Private label) Hair Care Product Line. Shampoo,Conditioner,Hair spray, etc.
My problem is that my Sales Manager is in charge of more than Sales. He and the Owner and creator of the product are cutting corners by doing the graphics there- self.
We have been in business for 3 years. And just recently changed over to Private Label. Because our customers wanted there name on our product. But the Art work and the printing look like DooDoo. They don't fallow any of the rules of selling graphic. They rush threw It And it's all about getting the check and the end result is an unsatisfied customer.
And to make matters worse they want to buy this $14.000.00 Screen Printing Machine that has a 55.9 line Screen. This resolution is so bad you can count the dots.

I need HELP. Our product is Amazing. But The powers that be are on a path of destruction. There going to ruin our Image and the Company, If some one does not get them to listen. Oh did I mention that they think there doing a good job. And do not want to listen to the advise of a professional Graphic Designer.
I've been invited in as a partner, But I'm not interested in going in the direction that they are currently headed.
There is a right way to do this and I'm willing to fight for it. HELP.
Thank You in Advance.
To continue reading this question and the solution, sign up ... it's free!
SUBSCRIBE
Or, SIGN IN

RESPONSES

  • Posted by darcy.moen on 2/15/2006 at 4:33 PM Accepted
    I saw a haircare product that was being test marketed in my market. One of the Hair Salon supply companies brought in a test order of a line called BedHead. Personally, I thought the product name was cute, but too cute, and the packaging sucked. Good news is, I was wrong...customers loved the funny name, and were taken by the minimalist (and in my opinion crappy) packaging.

    Test. But, TEST before buying equipment! I hope your bosses listen to you about testing!

    I often wonder how much selling/sales is affected by packaging. My father and I created a product for the hydropinic growing market made from certified organic manure. We called the product Poop Juice, and it was packaged in two liter pop bottles with a label we printed on our laser printer. I'm color blind, so you can imagine how the end product looked.

    Long story short...it sold like the dickens. Nobody cared about the packaging, in fact, we had folks complain about using plastic bottles (environmental purists). Oh well, it was a product that grew fast, and we couldn;t keep up with demand. Eventually, we had to shut it down as we ran out of 'raw' materials to make product from..and we were too busy with other things to find a new supply pile.

    So, moral of my story, listen to the market. They vote with the most accurate gauge of all measurements....their money.

    Darcy Moen
    www.customerloyaltynetwork.com
    www.couleepickings.com
  • Posted by khullarsfromc on 2/28/2006 at 7:56 AM Accepted
    I feel very bad for you, but as the saying goes” You can lead a horse to the water, but you can’t make it drink” I have following suggestions and questions for you.

    1) You say that your product is amazing. In what way is it amazing? Is it your company’s perception or are the consumers saying that? My reason for asking you that is to make you start from the very basic and that is the Product and then the Perception.
    2) If it is consumer’s perception that your product is really amazing, then why do the owners want to go private label. That just tells me right there that they don’t understand branding. If that is true, you will have a hard time convincing them to have better graphics.
    3) The solution I have for you is different than you might be looking for. Ask them if you were to join them as their partner, what rights you would have in terms of various issues like marketing, graphics etc.
    4) If you still couldn’t get anywhere with them, I would join them as a partner with the stipulation that you will have the right to market the same product under the original name that they have disbanded. I would try to market that product with professional graphics in a different market and position it as a superior product and thus get a higher
  • Posted by khullarsfromc on 3/1/2006 at 12:05 AM Member
    I am glad to see you fighting for a good cause and that is to make them understand some basics. From what you have said, it seems like you have a difficult fight on your hands and you have to decide how far do you want to take this. Once you decide, then you should talk very openly with them on what you are thinking if you are able to share that.

    OPTION A--To convince them to think long term. In three years that you have worked for them, who do you know that can and does influence them? Is the spouse, a friend or whosoever. Try explaining to that person if such a person exists.
    If not, I would ask them the following questions.
    1) Ask them if they want the checks to keep coming and would they like the checks to get bigger. If they answer yes to both of those, then you need to remind them that the brands that last long time and get higher/ better prices are the brands that have in addition to good product, good packaging. Take them to the stores to demonstrate that point.
    2) Ask them if they would like to accompany you to stores to talk to few buyers and consumers randomly. That has the potential to open their eyes as buyers and consumers are the people they need to sell their product. Hopefully that will be their lesson in marketing research.
    OPTION B--If they don’t want to listen to anybody and definitely want to stick to what they are thinking, you need to decide whether you want to sink with them or do you want to move on to work for people who understand business
  • Posted on 3/2/2006 at 9:44 AM Accepted
    I've been here many times with clients. Here are steps to take:

    1. Take your current "DooDoo" to your best customer and ask their opinion. When they go luke warm in response, ask them to clarify their distaste.
    2. Repeat 1 a few times.
    3. Coyly approach your brilliant CED (Chief Exec. Designer) with the response, and voice your concerns as if "if so-and-so hate the packaging, we had better rethink this. Emphasize that this is a product acceptance issue and will negatively affect yours and others' sales potential...truthfully.
    4. Recommend they get professional help to set quality requirements for design and printing of packaging.
    5. Recommend that a small focus group (informal is okay) review any packaging design before proceeding.

    We're happy to be of assistance in this process. Hope this helps.
  • Posted by Deremiah *CPE on 3/5/2006 at 3:18 PM Accepted
    Tani,

    Turqiz and jbtron have really given you some great advice. But from what it sounds like I would like to share this bit of advice an old friend who mentored me told me one day. You see I was struggling just as you are right now, trying desperately to change the mind of a very stubborn client of mine. But what I've found is that most stubborn people don't change. Here is what he said to me...

    "A person convinced against their will is of the same opinion still"

    If you are struggling right now I definitely would not attempt to become a partner. I do wish you the best. The wonderful thing about life is that we can't choose our family or even the people we work for but we can choose our friends and we can choose to move on. Don't forget you do have choices. Is there anything else I can do for you?

    Your Servant, Deremiah, *CPE (Customer Passion Evangelist)
  • Posted by telemoxie on 3/6/2006 at 7:47 AM Accepted
    I'm not a graphics designer, I'm a telemarketing guy... but if I were offered a partnership in a hot company, I'm not sure I would turn it down just because I didn't like the current packaging.

    If your product is "truly amazing", it may be that the graphics problem works itself out in 6 months, and you may find yourself on the outside, telling stories about the opportunity you almost took advantage of.
  • Posted by khullarsfromc on 3/8/2006 at 12:06 AM Member
    Excellent advice by Deremiah, *CPE
    If you have problems now, think what can happen if you go along with them and business grows.
    Somebody who doesn't understand the basics of packaging can't and will not last in the retail business.
    If they are so stubborn when they don't understand the business, you are better off moving on and finding a employer who will appreciate your forward thinking.

    Good luck
BACK TO TOP

Post a Comment

Related Discussions

Community Info

Top 25 Experts
(Branding)