Packaging, Think out of the Box!

Do not underestimate the importance of packaging.  It is what will make the consumer pick up your product... or not.

Visit several stores to see which products grab your attention first. Are you curious about them or do you pass them by? If you want to know more about the product, then its packaging design has somewhat done its job. Next, the packaging should fully explain the product. The packaging can be cute, beautiful, expensive or cheap but it needs to do its job. I am holding an Oil of Olay bottle. On the back it clearly explains how to use it and what your expected results will be. Their logo is clear and large on the front side.

Packaging speaks to perceived quality of a product.  If your packaging includes the vital elements then what you are left with is the image.

I have worked with a manufacturer whose product is beautiful but their packaging cheapens it. In addition, due to poor packaging you cannot tell what the actual product is used for or made of. 

Your packaging doesn't have to be the most expensive but it needs to be suited to your product. I have seen beautiful woven items placed in clear bags tied with beautiful expensive ribbon along with a custom design tag that make a beautiful statement. That is not expensive packaging. That company thought about consumers and what they would want to see. They considered the types of stores (boutique or mass) that would be stocking their products.

Let's say you offer unique bath products that have proven selling scents and you want to grow your company.

What about "Market"?

There is no one aspect of promoting a product line that is the end-all.  Having your product represented by a showroom with sales representatives who are engaged with your product is definitely a plus but you cannot rest on that. Manufacturers (or wholesalers) need to offer tools, incentives and communication on a regular basis to be truly successful.


At the very minimum, your rep group needs a catalog, price list, and samples of your best sellers. This needs to be sent two weeks to a month prior to each major show to the showroom. Rep Group owners will work hard 6 weeks out before a show to freshen the displays and update the lines. Sending it late means that your new items will not get to be studied and learned as well as ones that come in on time.

Make a checklist and pull it out before each market. It is up to you to make sure these things are current. After all, this is your product line.

1. Good supply of catalogs in showroom?
2. New digital files for computer pricing?
3. Current product samples for floor displays
4. What about a Show Special?

The sales representative team usually arrives a few days prior to the start of a market. Ideally, they will spend this time studying your updates, offers and new products.  If your line is new they will ask questions that they feel will be asked of them. If you have a FAQ sheet to help them learn to sell you line with questions retailers may ask and the special features/qualities of your products, make sure they are armed with this information.

Paying a Market Showroom to display your line definitely can be a boost to your bottom line over time. Look at it as your sales staff who have a presence year-round for you. You pay Showroom Fees and you pay a percentage of sales. If both the showroom and the sales representative are always "armed" with fresh materials, you will get the best coverage possible.

Wholesale Consultantcy Opens

For over thirty years, Mabyn Kean Shingleton has been advising, coordinating, and creating programs which help business owners reach their goals. For the first twenty years she worked with retailers, financial companies and large corporations with all of their advertising and marketing needs.  For over ten years she has worked as a manufacturer's representative, both independently and through a showroom. Her skill sets complement each other.

"One of the most frustrating things I have encountered is manufacturers not giving sales reps what they need, when they need it." Knowing what to arm a sales representative with and how often to communicate is vitally important since it completes the marketing circle. Just having a sales rep or showroom is not enough. Depending on what you are selling, they need specific things. If you feel like you are not getting all you should from your sales team or rep group, call Mabyn at 866-353-4287. You have nothing to lose and everything to gain.