The Power of Packaging Doesn't Stop at the Store

The Power of Packaging Doesn’t Stop at the Store

Make Sure Your Product’s Vessel Makes a Brand’s First (and Second) Impression

By:  Steve Kazanjian, VP Global Creative, MWV

As marketers focus on using social media to create connected, highly personalized brand experiences, they may easily overlook another critical touchpoint:  product packaging.

In today’s fragmented marketing environment, packaging is far more than a product’s vessel; it is the physical manifestation of a brand experience and an important part of a brand promise.  As such, packaging should be a critical piece of a brand’s integrated communication strategy.

Just consider that 100% of a brand’s purchasers interact with its packaging.  Each time they touch it, hold it, open it, store it and dispose of it is a moment to create a brand impression.  For example, the cork bottle stopper for Grey Goose Vodka cues the consumer into a connoisseur experience and helps drive a higher price point.  Would the brand belief be as effective with a screw cap?  When consumers buy freshly squeezed orange juice, they look for a clear, blow-molded bottle because that connotes “fresh,” whereas a gable-top carton says “pasteurized.”  And finally, Johnson’s Baby Shampoo’s newly redesigned bottle enhances the “No More Tears” positioning with its soft curves, gentle, transparent label and cap, and clear bottle that imply that there’s literally nothing to hide.

These subtle visual and emotional cues can have a profound effect on a company’s ability to deliver the rich experiences consumers seek and earn their loyalty.

5 tips: 

1. Integrate packaging into your communications strategy
2. Design for in home shopability.  Do your products stand out in a crowded pantry or freezer?
3. Aim for the “past-purchase” list.  Good packaging helps earn loyalty from online customers.
4. Package your talent.  The consumer products world is littered with beautiful packaging designs that were too impractical to make and ineffective packaging that was easy manufacture.  Striking the balance between good design and practical packaging takes a careful blend of consumer insights with marketing, manufacturing and design talent.
5. Observe.  Become mindful of the subtle language of packaging.  When you buy something, what about the packaging helped make that product emotionally relevant?

Influencing consumers to buy a product is half the battle.  Getting consumers to use it when they take it home (and therefore increase the likelihood they’ll buy it again) is the other.  Packaging can make the difference.  If a product looks appealing and is practical to store in a consumer’s pantry or freezer, it can easily become part of the “three Rs” – routines, rituals and regimens.

For example, let’s say that I purchase a multipack of Coca-Cola.  It is important that the packaging inspires me to put all the cans into the fridge (and not the pantry) because most consumers are as unlikely to drink a warm Coke as a warm beer.  The more cans in the fridge, the more opportunities for consumption.  And therein lies the beauty of the FridgeMaster.  Not only is it the only self-oriented marketing billboard in the fridge, but also it enables consumers to put all the cans in the fridge.  The packaging and the product work together seamlessly to help the consumer navigate, select and consume the product.

Conversely, let’s say I purchase a frozen meal in the ubiquitous folded carton.  In the store, the package is arranged beautifully, with an attractive photo of the contents on the front.  However, what happens when I get it home?  I store it sideways with all the other boxed frozen meals.  The appetizing front-facing graphics aren’t visible.  Our research shows that less than one in five consumers preplan dinners; what they do instead is “shop” their freezers to decide what to have for dinner.  So the packaging that stands out in a crown wins.

Of course, with the proliferation of online shopping, there are some who say packaging isn’t as important—companies can save a ton of money by putting everything in a generic box or bottle and shipping it off, right?  Nothing could be further from the truth.

The most powerful force influencing online purchasing decision is a consumer’s “past purchases” list.  Brands may have to do more target marketing to get on that list, but once they’re there, they’ve uncovered the Holy Grail.  Once a product gets home, the packaging can facilitate an emotional connection between the brand and the consumer.  So the consumer will keep buying it.  Conversely, if the packaging and product don’t make good on that brand promise, consumers will take you off that list.  And once you’re off it, you will not get back on.

Whether consumers are shopping online or in their own pantries, packaging plays a critical role in forging their connections with a brand.  In a crowded marketplace, there may be only one opportunity to create a brand impression.  Make it count.

Packaging Matters ~ Especially for the Holidays!

The old saying “a book can’t be judged by its cover” does not apply to the presentation of holiday gifts.  The way a gift is packaged speaks volumes as to whether or not the giver cared enough to take the time to make the gift special.

Let’s face it, in today’s hectic society, not everyone has the time to add their own personal touch to wrapping gifts.  Just look at the lines at the gift wrap stations in your local malls and stores!  Today’s shoppers want credit for giving the prettiest, most thoughtful gift without having to put forth the effort.  In this age of instant gratification, shoppers are drawn to gifts that can be packaged beautifully when they purchase so that they can truly be “finished” shopping.

Providing unique, artistically designed boxes for your confections is a great way to boost  holiday sales.  Chocolate and other confections have become a staple gift for the holidays that many have come to expect.  Because of this, shoppers looking to gift candy are searching for something different ~ something that will make their gift seem anything but ordinary.

Your chance to grab a shopper’s attention, and ultimately their holiday shopping dollars in now!  Turn your tasty treats into unique gifts by adding a Wine Hanger, a beautiful designed and printed box or a Cello Caddy.  A little attention to detail on your part will translate into big profits!  Show your customers that your confections are worthy of exceptional packaging and offer them a package that will show their family and friends they care.

Happy Selling!

Ready or Not , Here Come the Holidays!

With each passing year it seems as though the holiday season is in our faces earlier and earlier!  How many of you were hit with the somewhat unsettling reality when you walked through your local retailer the first week of October?  Gone are the days of stores setting up Christmas after Halloween all in an effort to grab those precious holiday sales.

In some instances, the early bird does get the worm, but today’s shoppers are drawn to purchase more on impulse than anything else.  Research tells us that the average consumer decides whether or not to pick up a package in the store in a matter of seconds.  Therefore, making a strong first impression is crucial. 

Light up your holiday displays with Cello Caddies, auto bottom caddies designed to offer a uniquely creative alternative to delivering bagged candy.  As your customers strive to put that “extra twist” on a traditional gift, the Cello Caddy is the perfect solution.  Colorful, themed designs make perfect holiday gifts while saving you and your staff countless hours of righting your toppled bagged candy displays!

The Cello Caddy, a Tap exclusive, was the recipient of the Boxmaker award at the 2012 North American Paperboard Packaging Competition this month.  The caddies are available in 3 holiday designs and 3 solid colors and can be foil stamped with your store logo to help promote your brand.

For more information or to place an order call 800-827-5679 or visit http://www.tappackagingsolutions.com/confectionary/cellocaddy.page

Recession Proof Products ~ Chocolate and Wine!

Some products are proving recession-proof

 "It's not all doom and gloom in the U.S. economy. Some products are bucking the recession and flying off store shelves."

"Sales of chocolate and running shoes are up. Wine drinkers haven't stopped sipping; they just seem to be choosing cheaper vintages."

"People are much more focused on their homes and their immediate happiness and they're buying things that they can use themselves - seeds, fishing equipment. Lipstick and chocolate are small rewards that make you feel better."

"People are not drinking as much beer or wine at bars and restaurants, but they haven't stopped drinking. The Wine Institute says that despite the recession, U.S. sales of California wines totaled about 467 million gallons last year - 2 percent more than the year before. But people are looking more closely at cheaper selections: The overall retail value of California wine sales fell slightly from 2007, the institute said."

These are just a few points from the article published in the Lubbock Avalanche- Journal, further strengthening our confection market and giving us reason to continue to look for new and different ways to increase our profits. 

Wine and chocolate continually stand the economic down turns.  Take advantage of every opportunity to find those new and innovative packaging ideas that further enhance the appeal of your confections!  Our Wine Hangers offer a great opportunity to partner with wineries to grow your business.

More Reasons to Eat Chocolate!

Top 11 Chocolate Myths

By Melissa Breyer, Mother Nature Network

Shine Food - Fri, Sep 21, 2012

By Melissa Breyer, Mother Nature Network

The Latin name for the cacao tree, Theobroma cacao, means "food of the gods," and it does seem that the fruit of the tree and its delicious derivatives are indeed fit for the deities.

Both the Mayans and Aztecs believed the cacao bean had magical and divine attributes, appropriate for service in even the most sacred rituals of birth, marriage and death. By the 17th century, chocolate in drinking form was a fashionable quaff for the European elite, who believed it to have nutritious, medicinal and aphrodisiac properties. It's been said that Casanova was especially enamored by its charms.

And the love affair has yet to wane. Chocolate manufacturing is a more than $4 billion industry in the United States alone, and the average American eats at least half a pound of the confectionery every month.

But chocolate is a funny thing. In recent years it has become the darling of nutritionists as health benefit after health benefit has been revealed - most notably that it lowers the risk of stroke and heart attacks. Yet, it's long been the character actor bad guy in any number of scenarios, including acne, weight gain and high cholesterol.

But is chocolate's bad reputation warranted? Should we be embracing it as a miracle food, or shunning it as a deleterious delight? Here's the dope on chocolate's most notorious myths.

1. Chocolate raises bad cholesterol
If you've given up chocolate in the name of lowering LDL (bad) cholesterol, you may have been unwittingly sacrificing the sweet treat for nothing. Quelle tragique! While it's true that chocolate contains cocoa butter, which is high in saturated fat, much of the fat comes from stearic acid, which doesn't act like saturated fat. Studies have shown that chocolate does not raise bad cholesterol, and in fact for some people, chocolate actually lowers cholesterol levels.

RELATED: Chocolate eaters are slimmer, says study

2. Chocolate is high in caffeine
Contrary to popular belief, chocolate is not loaded with the jitter-inducing compound known as caffeine. A Hershey's chocolate bar contains 9 milligrams of caffeine and a Hershey's Special Dark bar contains 31 milligrams, as compared to the 320 milligrams found in a Starbuck's grande brewed coffee. Darker varieties are higher in caffeine, it's true, but not as high as many people think.

3. The sugar in chocolate causes hyperactivity
Excessive sugar causes kids to jump off the walls, bounce off the ceiling, and generally mimic a rogue helicopter, right? So we thought. But more than a dozen good-quality studies have failed to find any link between sugar in children's diets and hyperactive behavior. Two theories: It's the environment that creates the excitability (birthday parties, holidays, etc) and/or that the connection is simply in the minds of the parents expecting hyper behavior following sugar-fueled revelries.

4. People with diabetes have to give up chocolate
Chocolate does not need to be completely avoided by people with diabetes. In fact, many are often surprised to learn that chocolate has a low glycemic index. Recent studiessuggest that dark chocolate may actually improve insulin sensitivity in people with normal and high blood pressure and improve endothelial dysfunction in people with diabetes. Of course, always check with your doctor before ripping open the Ritter wrapper.

RELATED: Hugh Jackman adds chocolate to charity biz

5. Chocolate causes tooth decay and cavities
A study investigating the development of plaque from chocolate found that chocolate has less of an effect on dental plaque than pure table sugar. Of course, most of us aren't snacking on straight sugar, but another study backed it up when it showed no association between eating chocolate and getting cavities. In fact, a study from Osaka University in Japan found that parts of the cocoa bean, the main ingredient of chocolate, thwart mouth bacteria and tooth decay. Fighting cavities never tasted so good.

6. Chocolate makes you gain weight Of course it does. Well, not necessarily. Obviously, monumental hot fudge sundaes aren't going to do your waistline any favors, but a large study funded by the National Institutes of Health found this: Consuming a small amount of chocolate each of five days during a week was linked to a lower BMI, even if the person ate more calories overall and didn't exercise more than other participants. Hello, chocolate diet.

7. Eating sugar and chocolate can add to stress
A study found that eating about an ounce and a half of dark chocolate a day for two weeks reduced levels of stress hormones in the bodies of people feeling highly stressed.

8. Chocolate lacks nutritional value
If you've seen any of the deluge of scientific studies touting the health benefits of chocolate, you know this is not true. But just how nutritious is chocolate? It has bona fide superfood status. A typical dark chocolate bar contains as much antioxidant capacity as 2 3/4 cups of green tea, 1 glass of red wine, or 2/3 cup of blueberries. In addition, chocolate also contains minerals and dietary fiber.

9. Chocolate must contain at least 70 percent cacao to be good for you
The general recommendation is to consume dark chocolate with a minimum of 70 percent cacao to reap the health benefits; in general, the darker the chocolate, the higher the antioxidant content. However, in one 18-week study, participants who ate a small amount of 50 percent cacao chocolate experienced a significant reduction in systolic and diastolic blood pressure. As well, another study showed short-term improvements in blood flow and blood pressure after consumption of a 60 percent cacao dark chocolate.

10. Chocolate is an aphrodisiac
The Aztecs may have been the first to believe in the connection between chocolate and amorous feelings - Montezuma is said to have consumed large amounts to enhance his romantic forays, and Casanova imbibed pre-seduction as well. But numerous studieshave yet to find conclusive evidence that chocolate physically gets the fires burning. That said, chocolate is sensual to eat, lowers stress, and may have aphrodisiac qualities that are psychological in origin.

11. Chocolate causes acne
Although any teen will tell you that chocolate causes acne, studies going as far back as the 1960s have failed to show any relationship between chocolate consumption and acne. An extensive review in the Journal of the American Medical Association concluded that "diet plays no role in acne treatment in most patients … even large amounts of chocolate have not clinically exacerbated acne."

The moral of the story is: Eat chocolate! Alas, eat it in moderation. An average 3-ounce bar of milk chocolate has 420 calories and 26 grams of fat, almost as much as a Big Mac - and that's a fact.

Take Advantage of "Un-Holidays"

Are you profiting from the “Un-Holidays?”

Everyone knows that Easter, Valentine’s Day and Christmas sales are what drive the confection business, but what about those not so popular holidays?  I’m not talking about Halloween, Thanksgiving and Mother’s Day, but the other no so advertised holidays.

There are many other holidays that we, as confectioners can take advantage of to increase our sales; three in October alone that deserve some attention!

10/16 Bosses Day

10/20 Sweetest Day

10/24 Mother in Law Day

The greeting card companies have been doing it for years.  They capitalize on the fact that no one wants to be the one person who doesn’t recognize the holiday.  I wouldn’t want to be the one employee who doesn’t present my boss with at least something!

Now comes your part ~  why not make up a window sign or take out a small ad in your local paper and introduce your community to a few of these silent money makers?  Cities in Ohio, Michigan, Illinois and a few other states in the Great Lakes region make a lot of money on Sweetest Day.  Why shouldn’t you?  Feature a display in your shop window and remind everyone to remember these people in their lives.

You and your bottom line will be glad you did!

Meet us in Atlantic City!

For all you confectioners, it is almost trade show time!  Meet us at the Philly Candy Show, September 9-11 in Atlantic City.  There we will unveil the latest additions to the fastest growing product line in the industry.

Look for new colors and designs. At Tap we pride ourselves on innovative, unique packaging solutions and we are proud to announce that we will be launching another EXCLUSIVE product this month. This brings our “Exclusive” total to 4!  We have had incredible response to our Wine Hangers and Cello Caddies. If you haven’t tried them, make sure to check them out.  They offer great opportunities for increased sales.

We can’t wait to show you our latest packaging solution that is sure boost your sales.  See you in Atlantic City!

 This Holiday auto bottom box is just one of many new products we will launch at the show
don't forget to ask about our latest Exclusive Item!

         Feature Photographers Wanted!

We all know that Word of Mouth is the most effective form of advertising.  Now is your chance to promote your business by featuring your work in our 2013 Tap Professional Photo Packaging catalog and Save 10% on all Tap purchases for an ENTIRE YEAR!

We want to see your creative ideas for using Tap product to present your portrait packages.  Send us an image (or 2 or 3) of your best presentation and we will consider using them in our catalog.

Your studio name will be credited with all images used and you will receive a 10% savings on all orders (excluding custom product) throughout 2013.

We will chose multiple photographers to feature so don't miss out on this great opportunity to save and promote your business!

Submit your electronic images to Susan at sauzenbergs@tap-usa.com by September 15 for consideration.

The Value of Easel Frames

Many photographers struggle to come up with ways to increase the value and ultimately the price of their portrait packages.  As I have mentioned in previous postings, presentation and first impressions are key.  Many of us would like to think our photographs sell themselves, but it is a known fact that consumers place a higher perceived value on items in pretty, glamorous packages.

Presenting your printed images in Easel Frames is a great way to impress your customers at a minimal cost to you.  For just a few cents more, you can present your customers portraits in a delivery device that they will be proud to display.  The Easel Frame is perfect for displaying any size image.  Easel Frames are made from sturdy paper board and come with both a horizontal and vertical easel for versatility.  They can be used alone to display at home or at work  or framed for a high end presentation.

Easels come in many shapes and sizes.  From formal to sport and school easels that hold an individual and a team shot, the Easel Frame is a perfect addition to your portrait packaging.

See our entire collection of easels by following the link below.

http://www.albumsinc.com/easelsandframes.aspx

Susan Auzenbergs
Tap Marketing Specialist

Meet the Staff ~ Tracy Vansach


Tracy has worked in the photo packaging industry for over 18 years, 17 years with Albums, Inc and just over a year with Tap.  Tracy concentrates her efforts on Sales and Customer Service.  She loves talking with customers and meeting new customers to help them find products that work for their needs. 

Tracy's Tip:  Packaging is so important!  Help to set your studio apart from the competition by offering something different.  Take advantage of the imprinting feature whenever possible.  It is an inexpensive way to advertise your business!

In her spare time Tracy enjoys spending time with family and friends, shopping, attending car shows and concerts and searching for treasures at flea markets.

Contact Tracy at 800-662-1000 and see what ideas she can help you put together to increase your profits with customized photo packaging products.

HELP!  We keep hearing that one word from candy makers dealing with bagged candy displays.  They tell us that they spend way too much time managing their displays that seem to topple every time a customer reaches for a bag.

We strive to offer innovative, unique solutions to your packaging challenges and are pleased to present the Cello Caddie!  We unveiled this new addition to our ever growing confection line at the RCI Convention and Industry Expo in San Francisco last month.  The Cello Caddies, along with additions to our Wine Hanger line received rave reviews.

The Cello Caddy, an easy to use auto bottom box is designed to keep your bagged candy displays neat and orderly by preventing toppling.  Simply place your cello bag in the caddy to create the perfect presentation.  With designs for all major holidays, unsold bags from one holiday can easily be transferred to caddies for the next holiday.  The Cello Caddy also acts as an attractive gift box, eliminating the need for an additional box for gifting. 

Print your store logo on one of our 8 printed caddies or 3 solid caddies or contact us to design a custom caddy just for you.  Paste the link below into your browser to view our entire line of Cello Caddies.  Be the first in your area to offer this new, innovative solution to bagged candy displays!

http://www.tappackagingsolutions.com/confectionary/cellocaddy.page

Preserving the Family

I hate to break it to you, but one day we are going to be old. All of our children will have families of their own, our grandchildren will have no idea who our grandmother was or that she made the best ice cream and pumpkin pie, and they won’t even remember Uncle Tom’s black high sock’s with white tennis shoes. Before our generation gets old, it’s our job as professional photographers, to make sure they understand the need to capture pictures of family so that they can transcend their life on earth into the pages of the sacred family photo album.

A family photo album is not a gift to you by any means—it’s a special gift to future generations. By capturing family celebrations, we are allowing a chance for future generations to meet family they physically never could have. Photos have been a way for people to meet their World War I veteran great grandparents, to meet the people that have such a great impact on their lives without realization. We MUST impress upon our customers the importance of capturing their family perfectly so that after they are gone, others can look at a photo and be proud to say “This is exactly who s/he was.” One day we’ll be old, but we can leave our legacy by helping our customers understand the importance of leaving something behind so that future generations can remember too.

Katie Perez

Marketing Intern

The Bride Needs an Album!

The Bride Needs an Album

Planning a wedding can often turn a rational, well mannered woman into somewhat of a “Bridezilla”. When the flowers are not just right or the bridesmaids are not cooperating, she develops an attitude and will verbally attack just about anyone. So when Bridezilla finds a photographer and she requests just a disc of her wedding pictures, the photographer agrees—often without an argument.

Although not all brides can be classified as a Bridezilla, lately many brides are becoming victims of the disc phenomena. The photo disc proves to be a simple solution for the busy bride. She can save money and print her images later when the turmoil of the wedding settles. The sad fact however, is that there is always an excuse not to print the wedding photos. There is always a mess to be cleaned or a child to be picked up from practice and before she knows it, the tenth wedding anniversary rolls around and the photos are still sitting on a disc in a drawer somewhere.

Even though we live in a rapidly growing digital age, we need to stress the importance of printed images. While the wedding disc is becoming more and more popular, we forget some very major details. We can store a lot of photos on the internet through social media sites like Facebook, but there is no guarantee that photos will reside there forever. There is always the possibility that the photos are accidentally deleted or your hard drive crashes. Ultimately, there is one key difference that separates a photo disc from a photo album—touch. Without an album, your kids will continue to mindlessly attach themselves to the screen of a computer without being able to physically flip pages of photos and forever lose a very special moment in their own family’s history.

As professional photographers, it is our duty to impress upon our clients the importance of properly archiving lives precious memories ~ in albums!

Katie Perez

Marketing Intern

Meet Our Staff

Paula joined the Tap family in May of 2011 after spending 18 years in customer service and sales with Albums, Inc.  She works hard to process orders and to guide customers to purchase products that will help their business grow. Paula connects with her customers on a personal level and says that it is her love for her customers that has kept her in the industry for so long.

In her free time, Paula loves to bake and design cakes and cup cakes, attend Zumba classes, and spend time with her family and her little dog Max.

Create Lifelong Customers with Children’s Portrait Packages

Let’s face it ~ repeat customers are what sustains businesses.  Attract the customer, impress them with your presentation and chances are they will be back!  New parents offer an amazing opportunity.  Grab them while they are still basking in the glow of their new arrival, give them a heartwarming experience in your studio and then WOW them with a final package presentation.

Every parent loves to show off their bundle of joy and you can provide them with numerous opportunities to do that.  In addition to framed or gallery wrapped larger portraits, a coffee table book is a perfect vehicle to share their entire collection of portraits and acts as a great marketing tool for your studio.  Include 5x7 and wallet albums for grandparents as well as additional 4x6 or 5x7 prints in folders or easels for aunts and uncles.  (Make sure they realize that professional portraits make great gifts!) Wrap the entire assortment in a beautiful box that coordinates with your studio branding, complete with tissue, ribbon and a bag and your new parent has lasting memories to share. 

First impressions are one of the most important marketing tools. The time and effort you put into these infant sessions will get paid back ten fold.  Remember, these babies grow up to be seniors, brides/grooms and parents themselves.  As I prepare to send my baby off to college, I treasure more than ever those precious childhood portraits and wish I had more!

Remind them that childhood will fly by in the blink of and eye and offer to book birthday sessions to keep them coming back. Create life long customers by presenting priceless childhood portrait packages.

Susan Auzenbergs
Marketing Specialist

Helpful Hints to Increase your Bottom Line

With warmer weather quickly approaching, chocolatiers are faced with the age old question of how to safely ship their delectable creations in the heat of the summer. For many of you this is an everyday concern.  As our businesses expand across the country thanks to the internet, shipments head to warm climates year round.

Just as artist protect their masterpieces for delivery, chocolatiers protect their works of art from breakage and damage each day.  Temperature concerns require added attention and can be easily dealt with by packing chocolates in insulated boxes and cold packs.  Leak proof, reusable refrigerant packs are relatively inexpensive and well worth the assurance that your products arrive to your customers in the same condition they leave your hands.  Cold packs are usually good for one to 2 days, so to further protect your products, limit your shipping options during warm months and when shipping to warm climates year round.

Finally, make sure to properly prepare your shipping box for ultimate weather protection.  Tape all seams to slow heat exchange, stack your cold pack around your chocolate box and wrap with mylar wrap as you would a present, thoroughly tucking and taping the ends and  include your regular packing material underneath and on top of this cold wrapped package.

Remember, nothing markets your product more effectively than word of mouth advertising and that all important first impression in priceless!  Give your chocolates the attention they deserve and show your customers your products are worthy of exceptional packaging.

Increase Profits with DPS from Tap!

DPS Folio

With the increase in online communication thanks to social networking sites like Facebook and Twitter, clients are seeking digital images of their sessions to use on their internet pages.  What a great opportunity this demand presents to upsell your clients.  Move them into a higher priced package by offering them
unique packaging for those electronic images.
                                                                                                          

 A paper CD sleeve is the most economical option, but doesn’t hold value.  A CD case is better.  Numerous companies offer attractive CD folios, but why not WOW your customers with the latest innovation in digital delivery?  Tap Packaging Solutions DPS dual purpose packaging line includes folios and easel frames equipped with a patent pending, retractable CD tray hidden in the back seam, allowing for your images to be the focal point of the packaging.

DPS Easel

In today’s economy, it is more important than ever to emphasize the perceived value of your product offerings.  Your photographs are your best advertising, but don’t forget the packaging makes the first impression when your images are delivered.  Make your first impressions lasting ones!

Meet Our Staff

Get to know Enett, Sales Service Specialist

Enett has been a member of the Tap Packaging Solutions sales service team for 11 years.  Her main focus is servicing our large accounts.  Enett works with customers to address their custom packaging needs as well as coordinating with our manufacturing team to ensure that custom jobs are completed and delivered in a timely manner.  Enett also acts as a lead change agent within our organization.  The Change Agent team works to identify ways that we can improve our overall performance.

While not in the office, Enett enjoys interacting with nature, hiking and camping.

Contact Enett at 800-827-5679

The All Important Finishing Touches

Years ago, when given the opportunity to choose between an assortment of prize packages, people chose the largest package.  As the phrase “big things come in small packages” gained attention people began to think twice.  Enter the importance society now places on accessorizing almost everything from wardrobes to homes to even cell phones and your opportunities to increase profits are abundant.  Society now gives more consideration to the outward appearance of a package and its accessories as a indication of the value of the packages contents than it does to the actual contents.

This trend presents a golden opportunity for anyone looking to increase profits on finished goods.  A minimal investment and attention to detail can add big dollars to your bottom line.  Adding a fashion bag or box, as opposed to a plastic bag or plain box, with coordinating tissue and ribbon makes a statement about your product.  Presenting your customer with a beautiful, boutique like package further reinforces their confidence in their decision to purchase and acts as a marketing tool for your business by trade marking your brand.  Avoid letting potential profits slip away by adding the all important finishing touches.

Show your customers that your products are worthy of exceptional packaging!

Susan Auzenbergs
Marketing Specialist

Meet The Staff...

                                                                                                                                                                                              

Meet The Staff

Carmen joined the Tap family in June of 2011 following the closing of Albums, Inc. Carmen was raised in Connecticut and moved to Cleveland while working for Albums, Inc.  Carmen has 18 years experience in the photopackaging industry, 17 years with Albums, Inc and 9 months with Tap Packaging Solutions.  Carmen loves dealing with her customers.  She enjoys educating them on how to best use packaging products to maximize their studio business.  Her customers tell us that they love her energetic personality and her willingness to go above and beyond to meet their needs.

Carmen is fluent in Spanish and has a wealth of knowledge to share regarding how to best package your photography.  She is eager to help you find different options in packaging including new products, colors and creative ideas to customize your work and strengthen your studios brand image.

While not working with her customers, Carmen is a certified Zumba instructor and enjoys dancing and watching basketball and football.

Contact Carmen at 800-662-1000 to learn how she can help you maximize your profits with packaging solutions from Tap.

Brian Hrdlicka

Director of Corporate Marketing

Aren't Your Products Worthy of Exceptional Packaging ?

Your Products are Worthy of Exceptional Packaging

Creative, well thought out packaging lets your customers know you are passionate about your product and that your product is worthy of exceptional packaging.  Exceptional packaging can go so far as to entice a customer to purchase without any prior knowledge of your brand or your product. Specialty packaging can most certainly enhance the perceived value of your product.

In creating your packaging approach, you must first decide who your target audience is and then decide what message you want your packaging to deliver to that audience. Packaging lends personality to your product.  Everything you project to your prospective customers will create your brand image.

Photographic packaging comes in many forms.  The first step is as easy as presenting printed images in folders, folios and albums.  When delivering images on CD it is important to present those in a quality case.  The all important finishing touches include a delivery box to hold your entire portrait package.  Chose from a portrait box or case or a delivery box to hold an assortment of folders, folios and albums all tied up with coordinating, tissue and ribbon or a stretch loop.

Simple and inexpensive packaging can lead to higher perceived value which translates into profit for your studio.  Your photography is your art.  It is worthy of exceptional packaging.

Susan Auzenbergs

Marketing Specialist

Tap Packaging Solutions

Trends For 2012

Welcome to the New Year, a time when we reflect briefly on the past and plan long and hard for the year ahead. As with most, I am certain somewhere in your consideration is your financial performance. Whether you’re a photographer, confectioner or manufacturer of products, presentation of your product is truly an art form. The appeal of the package affects the perception of value, and hopefully captures the customer’s attention in the few seconds you have in which to do so. Color and design make that possible.

Color is the spice of life: it makes viewing the world around us an enriching and awe-inspiring experience. Witnessing the clash and harmony of colors in nature and in man-made objects can be compared to observing artwork – color gives things life! The New Year brings a new color trend forecast and the fashion and design industry, having grown tired of 2011 colors welcome changes in the New Year.

Pantone has released its spring 2012 Color Report. We are likely to see "bold and daring" trends in 2012. We should expect to see a variety of colors, from "tranquil, serene" neutral colors, to "enriching and sustainable" earthy greens, to "calming" blues, to "brilliant, juicy oranges and pinks." We should also expect to see a lot of Pantone’s reddish orange ‘Color of the Year,’ Tangerine Tango in multiple fashion medias.

There are many things to consider when presenting packaged goods, color trends being just one. I hope this inspires you to research your options and carefully choose the packaging that adds the most value to your goods and increases your return in the

coming year.

I look forward to sharing more with you in 2012 and encourage your feedback or questions on our post. “Happy New Year”

Brian Hrdlicka

Director of Corporate Marketing

Tap Packaging Solutions