Good Packaging Isn’t Just For Products
Last night I received an email from a past co-worker’s wife, Cherry. She is a fascinating woman, as a former US Army Aviation Officer and now a mother of three, she has capitalized on her unique background to become an aspiring political thriller author, having written her first manuscript and started on her second. To that end, she has put together a blog in an effort to draw some attention to her novel. As I was giving her marketing advice on the contents of her blog, it got me thinking about everyone’s favorite topic, or maybe just mine – thematic marketing.
Most of my corporate background has been in packaging and presentation, so, now it’s kind of the way I view everything. Companies spend millions of dollars coming up with the right way to display their products in an effort to be attractive to the consumer. And it’s not just about how good something looks, it has to make the consumer think about the product, relate to the product, and ultimately want the product. I used to tell this story when I worked for JPMorgan: When Folgers Coffee was coming up with a new marketing campaign back in the eighties, they hired a firm to do research on consumers to uncover what it was that got people thinking and wanting coffee. They discovered it was the smell of coffee that made people think of family, comfort, home, holidays. So, they changed their advertising theme from “Folgers Crystals…coffee rich enough to be served in America’s finest restaurants”, to a student returning home from college, and the smell of freshly brewed coffee awakening his parents and alerting them to their son’s arrival – “The best part of waking up is Folgers in your cup.”
Advertising has evolved over the years to take advantage of what we know about how the human brain really works, and companies use that to capitalize on the consumers innate desires. Everything associated with a product, the commercial, the jingle, the packaging, the spokesperson, where’s it’s placed in the store, every decision is made around the central goal of what emotional, physical, psychological reaction the company is trying to extract from the consumer upon any interaction with that product. It’s all tied together.
Consumers are bombarded all day with all sorts of stimuli from all sorts of products throughout their day – the Hallmark commercial that makes you cry, the magazine ad that makes you actually feel “the sensation you get when you bite into a York Peppermint Patty”, or the smell of freshly-brewed coffee. So, if you are looking to be portrayed as more than just a mom, what marketing techniques are you using to package yourself? Pop stars do it, actors do it, CEOs do it. They decide on an image that they want others to have about them and they package themselves in a way that will evoke that image when others think of them. They do it by the way they dress, where they are seen socially, what causes they volunteer for, what extra-curricular activities they participate in, what products they endorse. Just like companies do with consumer products, it’s all tied together.
So, how can you do a better job at packaging yourself to influence how you want others to perceive you, or your new hobby or your new business endeavor? First, it starts with how do you want to see yourself. For everyone it’s different, for me, I want to always show that there’s more to me than the part that is a mother. So, at 7:15 in the morning, when I am down at the bus stop with my son and the only people I run into are the four other middle-schoolers at the bus-stop and the female bus driver, I still make sure I’ve taken the five minutes to throw on a pair of jeans, brush my hair, and apply some lipstick. I do it for myself. As rushed and almost out-of-control the mornings seem to be, just by demanding those few minutes for myself, I feel more in control and that I haven’t let the chaos of the situation change who I am.
When it comes to my new endeavor with this blog, I have put a lot of thought into how I wanted to package it as a reflection of the image I want portrayed of myself. I want to be seen as a business-minded woman, who is creative, intelligent, funny, empathetic, intuitive and fun. When I talk about the struggles of being a stay-at-home mom, I make sure to keep those thoughts light and humorous and not whiny. That’s not to say that I haven’t gone “whiny” with friends after a few cocktails in the game of whose life sucks more, but that’s not who I am, nor who I want to portray myself to be. In the year I took to put the idea of this blog together, I redesigned its structure a dozen times. I kept asking myself, will the reader get what I’m trying to do here, did I lay it out in a way that defines my passion and draws people in, and I would tweak it as I tried to ultimately come up with the design that would give the reader the experience that I wanted to invoke.
Going back to my friend Cherry, the former Army Officer, my advice to her was that she has a great marketing story in her self with her background, which leads right into the product she has created based on that, so, she needs to capitalize on that to its fullest extent within her “packaging”. Everything in her blog should be written with the intent that she is hoping to get people to want to read her story. Her story is a political thriller about a tough, skilled, yet sexy, former black-ops, now stay-at-home mom who finds herself having to prevent a terrorist attack. The main character embodies many of Cherry’s own traits. As a novelist, not only are you selling your book, but you’re also selling yourself as the author. So, as I keep saying, everything needs to tie together. In marketing, we call it “touch points”. Every interaction a reader or potential publicist has with Cherry as an author, should be making them think of the product she has written, because with her background, she is her best marketing tool. Every time I write a post, I think to myself, did I tie my “story” back to the theme of my blog in some way, and I advised her to do the same.
I am throwing a “launch party” for my blog in a few weeks. Mostly because I’m always looking for a reason to have a party, but because I’m trying to build back my image of being a creative, business-minded, inspirational woman, I am using this party as another “touch point” in enhancing “my packaging”. Instead of it just being another girls’ cocktail party, I decided to invite a life coach to do a mini-interactive session. I also invited a few “expert guests” to stimulate interesting cocktail conversation, including a fashion stylist, a lifestyle nutritionist, and even a gynecologist who is an author. To me, it’s all about the packaging, and having my guests come away feeling that it was more than just a fun party, it was “an experience”.
So, good packaging isn’t just for products, it’s for people, too. As you continue on your journey of self-rediscovery, think about who you want to be, and how you want to portray yourself. Then think of all the touch-points that you have at your disposal where you can actively influence not only other people’s perception but also your self-perception of that image you are trying to build or rebuild. It could be as simple as what you wear to the bus stop, or conversation topics for the next cocktail party you attend, or putting a business card together for your new project, or even what PTA committee you want to be a part of, or do you want to lead it. If a company can reduce you to tears by showing you a make-believe story about a family member reading a mother’s day card, you certainly have the ability, using the same techniques, to sway public opinion about your own image or product. Many of my blog readers don’t know me personally, but just from stories I’ve told, the pictures I’ve posted, the feelings I have stirred in you, as well as the stories I haven’t shared, all tied together, have painted you a picture of the image I want you to see. Everyone has an idea of who they would like to be, who they believe they are and wish others could see, you just need to bring that out in yourself, package it up, and present it. What’s your marketing plan for your new re-discovered sense-of-self?
For those of you who are interested, you can check out the first few chapters of Cherry’s novel, Smoke – Operation Black Diamond, at her blog www.cherrylaska.com.