Small Business Ideas: Brilliant Product Packaging

Sunday, 11 May 2008

Brilliant Product Packaging - Carman's

One of my favourite clients, Shirley, put me onto the Carman's range of muesli. Yes the products are great but what I love most are the packaging. Each package gives you a brilliant lesson in marketing.

What makes it so great? With the muesli bars box you get the Carman's story - not a glossy hype version, but a warts and all story by Carolyn Creswell the Company Founder. There's drama as you hear about her losing her job when the business was to be sold, the love of her parents who gave her the inspiration to buy the business (for $1000), the early year challenges and the success of today (all in 3 paragraphs).

You also read about the charity they support and what specifically Carman's do to support their charity. There's clear instructions to how to tell a friend, the product ingredients and where they are sourced from, a thank you to people who refer friends as well as information about their products and healthy eating for kids. Their company philosophy is front and centre of every package.

On the porridge box you get a great story about Carolyn's Grandpa and how they took turns making porridge with him in the mornings. You also get some oat trivia as well as a recipe for an oat face pack as well as instructions for cooking (with a twist of humour) and offers of free bag seals.

There's no photos, box design is quite basic but you do get to see the products in all their glory with a see-through cut out section. I can't tell you what's written on the Muesli range boxes (yet). It is sad I know but I will be buying the full range just to read what's on the boxes!

Analysing all of this there are great ideas any business can learn from Carman's.

Tell a story about you and your background - why you created your product and service, what memories do you have about your product or service. Parables and stories of yourself help connect you with your customers. They may you real and accessible.
How does your charity fit with your business? Many businesses have a number of charities they support. Why do you support those charities? What specifically do you do for that charity? By explaining the background you help people understand your charity. They also can see you are more than just a cheque - you are actively making a difference.
Instructions don't have to be boring - just easy to understand. Yes instructions have to be clear and easy to follow ... but you can personalise it with humour as well.
Extra ways to use your product. Give ideas of different and interesting ways to use your product.
Give some facts/trivia. People love to know facts and trivia about an item or a service. Find some credible statistics and quote them.
Stand behind your philosphy - what do you believe in?
Encourage referrals. Encourage people to talk about your products and share their experiences (and say thank you when they do).

Both Coles & Woolworths stock Carman's so the next time you are out shopping, pick up a box just to read what they say and have a quick lesson in marketing (and the products do taste great).

Ingrid Cliff
Heart Harmony

Putting your business into words

PS: Happy Mother's Day to all the mums out their (and the carers who also take on the mum role). I hope you celebrate and enjoy your day.

Labels: small business marketing ideas