DuPuis’ John Silva Helps You Improve Your Product’s Shelf Life During a Free Webinar
2.23.2009
With 80% of consumer buying decisions being made at the shelf, the importance of a product’s ability to differentiate and sell itself cannot be overstated. A product’s packaging is its primary means of gaining consumer affection at this critical point of purchase. A packaging system that does NOT successfully convey what consumers are looking for can lead them to bypass the offending brand in favor of an adjacent competitor—often a store brand that might well be simpler to comprehend and less expensive.
Poor design also contributes to nearly 30 percent of all packaging being overlooked entirely. What’s worse, some brand lines may even be actively avoided because of confusion or a past disappointment. To escape this fate, packaging must be engaging, clearly communicate the brand’s selling proposition, and provide an understandable system of segmentation.
Insight That Sells
With nearly 20 years of packaging experience, DuPuis’ John Silva knows a thing or two about successfully moving consumer products from the shelf to the shopping cart. John shared his vital insight during a free, one-hour webinar:
Shopability or Confusion?:
Package Systems That Welcome Consumers
Thursday, February 26, 2009
4pm – 5pm EST
Webinar Highlights:
• Sound segmentation principals
• Putting on the naïve hat; moving beyond what YOU know
• When messaging should violate versus integrate
• How people see and how this is relevant to a shopping system
• The Brand Cascade: how many layers do you need?
Watch the Webinar.