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Package Design Show Helps With Consumer Connections

The Packaging That Sells conference features advice from brand owners, retailers, designers and others on packages that “pop”.
Making a connection with the consumer in a few seconds is one of the main goals of effective packaging design. Helping packagers reach that goal is the purpose of the Packaging That Sells IV conference, to be held Nov. 1-2 at Chicago’s McCormick Place.
Sponsored by BrandPackaging, a sister publication to Food & Drug Packaging, the conference’s theme is “Power Your Brand Through Packaging.” It will feature advice and shared experiences from representatives of some of the top names in consumer goods, including General Mills, GlaxoSmithKline and Procter & Gamble.
Packaging That Sells will be co-located with Pack Expo International, North America’s largest packaging-related trade show, under a location agreement with the Packaging Machinery Manufacturers Institute (PMMI). Pack Expo will run Oct. 29 to Nov. 2. This union brings together the packaging industry’s biggest trade show and the hottest conference for brand marketers and package designers. Packaging That Sells attendees receive complimentary admittance to the Pack Expo show floor.
“While Packaging that Sells IV is entirely self-contained within McCormick Place, our co-location with Pack Expo adds value for our marketing and design attendees, paving the way for them to explore the realm of brand packaging with their more technical counterparts,” says Harry Stagnito, president of Stagnito Communications, the publisher of BrandPackaging and Food & Drug Packaging.
Those who can benefit from the conference include brand owners and marketers, vice presidents of marketing, package designers and developers, directors of new business development, retailers, packaging suppliers and more.

The keynote address will feature Dan Pink, author of “Free Agent Nation” and “A Whole New Mind,” talking about how to inject “right-brained,” creative design thinking into an organization. Other topics will include: how to reinvent private label brands; how to design packaging to increase usage; how to measure and enhance the value of new packaging innovations; conducting a retail design audit; marketing to children and pets; sustainable and otherwise “green” packaging; and brand nostalgia.
Other presenters will include:
Todd Woloson, CEO, Izze Beverage Co. By establishing a simple yet beautiful design, Izze has enjoyed triple-digit growth since its founding in 1992. Woloson will give Packaging That Sells attendees a rare look into the workings of this skyrocketing brand, which is taking on the cluttered beverage market and winning over discriminating consumers with its model of simplicity and transparency.
James White, senior vice president, corporate brands, Safeway. Safeway is well on its way to reinventing the way that retailers view their proprietary brands. And White is leading the effort with the retailer’s O Organics line, which has been designed and is being managed as a consumer packaged goods style brand within a major retailer.
Shelley Gunton, top dog, Castor and Pollux Pet Works, and Craig Ostbo, principal, Koopman Ostbo Marketing Communications. Case studies with Petco and PetSmart, two of the biggest names in pet product retailing, will reveal the particular challenges of marketing a product whose “consumers” can’t talk, much less express packaging preferences.
The Big Moo panel. The Big Moo, a book edited by Seth Godin, features 33 leading marketers’ views on what it takes to be remarkable. Five of those authors will participate in a lively panel discussion that examines “the remarkable” in brand packaging from each of their diverse viewpoints.
Jay Gouliard, senior vice president of packaging development at General Mills, brings a legendary career’s worth of packaging insight to the mix. Donna Sturgess, vice president of innovation and strategy at GlaxoSmithKline, leads an innovation practice for GSK’s consumer business. Dean DeBiase, CEO of Fathomonline, represents the interface between the Internet, the brand and the package. And Jackie Huba, co-author of Creating Customer Evangelists and the upcoming Citizen Marketers, will bring her noted perspective on word-of-mouth marketing and customer-created content. The panel will be moderated by Julie Anixter, chief marketing officer of the laga design studio and Big Moo co-author.
Keith Wilmot, director of sales design, Pfizer. When Pfizer introduced a club-store size bottle of Listerine, sales grew by double digits. This case history will tell how packaging improvements like a built-in hand grip and larger cap drove sales by encouraging use.
Julia Townsend, executive vice president and general manager, Kayser-Roth. Kayser-Roth decided to introduce new product categories, an updated look and a new brand voice to its No Nonsense Pantyhose. The company passed up traditional advertising in favor of making a connection with consumers through key product “touch points,” including the Internet and packaging.
Scott Young, president, Perception Research Services. Brand marketers find it more important than ever to cost-justify the packaging changes or improvements they recommend. Young will share key principles of successful packaging innovation and discuss how consumer research can be used to identify opportunities and determine if new packaging systems are likely to have a positive financial return. The presentation will share research findings, case studies and “lessons learned.”
Written by Pan Demetrakakes

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