The Cosmopolitan of Las Vegas in the SEMA block offers a nightly rate of only $159 for this all-suite hotel.

SEMA Show's New Website and Exhibitor Manual
SEMA has a much-improved website this year, and it’s important you know how to navigate its features as you plan for the upcoming Show. Please note that the link to the “Exhibitor Manual” is located at the bottom of the page in the box entitled “Exhibitors” and at the top if you click on “Exhibitors” and then “Exhibitor Manual” about halfway down the drop-down list. For a direct link, go to www.SEMAShow.com/esm.

Budget Checklist
New this year in the Exhibitor Manual is a budget checklist that will actually calculate your costs for you. It is important as you plan for the upcoming Show to minimize your surprises and be completely in control of what you can expect when you arrive in Las Vegas. Simply go to "Exhibitor Manual" and the first link under “About the Show” on the left column is the "Budget Checklist." Not only will it make calculations for you, but it also reminds you of most details or line items that come with exhibiting at the SEMA Show.

Have You Registered Your Booth Personnel?
Click here to register today. Complimentary badges are available to exhibitors based on the size of their booth. Additional badges required over the allocated amount are $25 per badge. Unique individual e-mail addresses are required to complete registration for booth personnel. In order to receive a badge, each registrant is required to verify their e-mail address when they receive their confirmation. If the e-mail is not verified prior to the badge mailing, the badges may be held for pick up at the Show.

If you did not receive your exhibitor registration password via e-mail, please contact customer service at RegMgr@convExx.com or call 702/450-7662, ext. 120. Remember, the password is nine numbers (the first two are zeros) followed by the letter "O" (hint: if you have a password from last year, drop the "S" in front and add the letter "O" at the end).

Book Your Hotel Rooms Early
While many companies assure you of the best rates possible, booking directly through SEMA’s housing bureau assures you a rate always better than what the hotel offers direct. Travel Planners will provide you with customer service throughout the year and upon your arrival in Las Vegas. For exhibitors and large groups, Travel Planners provides an easy-to-use site where rooming lists and itinerary changes can be handled with just the click of a button. Everything can be done online by you. You can book your housing now by reaching the Housing/Lodging page at www.SEMAShow.com. If you have any questions regarding housing for the upcoming SEMA Show, please contact Travel Planners at 800/221-3531 or 212/532-1660.

Please note: Travel Planners is the only official housing bureau associated with the 2011 SEMA Show. No other travel company is endorsed by or affiliated with SEMA and, in fact, many have created unscrupulous tactics that will cost you money in the long run. Entering into financial agreements with such companies can have costly consequences and they will not be around when you arrive in Las Vegas for the Show.

Deadline Checklist
One of the most important elements of the Exhibitor Manual, and in your planning for the SEMA Show, is the Deadline Checklist. This one-page pdf document will provide you with all the important dates to have everything ordered for your booth and ensure the lowest prices possible. Please print this page and have it readily available and posted on your desktop so you can reference it throughout the year.

International Buyers' Guide
Can international buyers find you at the SEMA Show and year-round? Don’t miss this opportunity to promote your brands for free! Sign up for a free listing in the 2011 SEMA International Buyers' Guide using this form. This export directory will be distributed to international buyers at the 2011 SEMA Show and year-round at major overseas trade shows. This benefit is available only to 2011 SEMA Show exhibitors. For more information, contact Linda Spencer at lindas@sema.org.

Who Do You Contact?
If you have questions and are not sure who to contact, below is a list of contacts and their e-mail addresses at both SEMA and ConvExx Show Management who are always available and ready to assist. The general phone number at SEMA is 909/396-0289, ConvExx Show Management is 702/450-7662 and MotorMedia is 818/248-4449.

 

Booth Payment Arrangements		Jeff Pressman		jpressman@convexx.com
Credit Card & Check Processing		Denise Rubin		deniser@sema.org
Directory Listings		Marel Del Rio		mareld@sema.org
Executive Show Manager		Chuck Schwartz		cschwartz@convexx.com
Exhibit Space & Hanging Sign Design Notifications		Jeff Pressman		jpressman@convexx.com
Exhibitor Personnel Registration		Cassandra Stock		cstock@convexx.com
Exhibitor Product Training Seminars		Susan Schwartz		sschwartz@convexx.com
Exhibitor Services		ConvExx Sales Dept.		sema-exhibit@convexx.com
Exhibitors with Vehicles Looking for Products		Jason Catullo		jasonc@sema.org
Feature Vehicles		Donna Lawson		featurevehicle@convexx.com
General Show Information		Jeff Pressman		jpressman@convexx.com
Hotel Reservations		Travel Planners		ezinberg@tphousing.com
International Buyers' Guide		Marel Del Rio		mareld@sema.org
Meeting Room Reservations		Tricia Hanisko		thanisko@convexx.com
Membership		Monica Terlouw		monicat@sema.org
New Products		Sheldon Kaye		skaye@convexx.com
Project Vehicles		Jason Catullo		jasonc@sema.org
Public Relations		Della Domingo		dellad@sema.org
Rig Spaces – Outdoors		Motor Media		sales@motormediainc.com
SEMA Publications		John Stewart		johns@sema.org
Social Media		Alan Dicker		aland@sema.org
Sponsorships		Motor Media		sales@motormediainc.com

	The Cosmopolitan of Las Vegas in the SEMA block offers a nightly rate of only $159 for this all-suite hotel.

SEMA Show's New Website and Exhibitor Manual
SEMA has a much-improved website this year, and it’s important you know how to navigate its features as you plan for the upcoming Show. Please note that the link to the “Exhibitor Manual” is located at the bottom of the page in the box entitled “Exhibitors” and at the top if you click on “Exhibitors” and then “Exhibitor Manual” about halfway down the drop-down list. For a direct link, go to www.SEMAShow.com/esm.

Budget Checklist
New this year in the Exhibitor Manual is a budget checklist that will actually calculate your costs for you. It is important as you plan for the upcoming Show to minimize your surprises and be completely in control of what you can expect when you arrive in Las Vegas. Simply go to "Exhibitor Manual" and the first link under “About the Show” on the left column is the "Budget Checklist." Not only will it make calculations for you, but it also reminds you of most details or line items that come with exhibiting at the SEMA Show.

Have You Registered Your Booth Personnel?
Click here to register today. Complimentary badges are available to exhibitors based on the size of their booth. Additional badges required over the allocated amount are $25 per badge. Unique individual e-mail addresses are required to complete registration for booth personnel. In order to receive a badge, each registrant is required to verify their e-mail address when they receive their confirmation. If the e-mail is not verified prior to the badge mailing, the badges may be held for pick up at the Show.

If you did not receive your exhibitor registration password via e-mail, please contact customer service at RegMgr@convExx.com or call 702/450-7662, ext. 120. Remember, the password is nine numbers (the first two are zeros) followed by the letter "O" (hint: if you have a password from last year, drop the "S" in front and add the letter "O" at the end).

Book Your Hotel Rooms Early
While many companies assure you of the best rates possible, booking directly through SEMA’s housing bureau assures you a rate always better than what the hotel offers direct. Travel Planners will provide you with customer service throughout the year and upon your arrival in Las Vegas. For exhibitors and large groups, Travel Planners provides an easy-to-use site where rooming lists and itinerary changes can be handled with just the click of a button. Everything can be done online by you. You can book your housing now by reaching the Housing/Lodging page at www.SEMAShow.com. If you have any questions regarding housing for the upcoming SEMA Show, please contact Travel Planners at 800/221-3531 or 212/532-1660.

Please note: Travel Planners is the only official housing bureau associated with the 2011 SEMA Show. No other travel company is endorsed by or affiliated with SEMA and, in fact, many have created unscrupulous tactics that will cost you money in the long run. Entering into financial agreements with such companies can have costly consequences and they will not be around when you arrive in Las Vegas for the Show.

Deadline Checklist
One of the most important elements of the Exhibitor Manual, and in your planning for the SEMA Show, is the Deadline Checklist. This one-page pdf document will provide you with all the important dates to have everything ordered for your booth and ensure the lowest prices possible. Please print this page and have it readily available and posted on your desktop so you can reference it throughout the year.

International Buyers' Guide
Can international buyers find you at the SEMA Show and year-round? Don’t miss this opportunity to promote your brands for free! Sign up for a free listing in the 2011 SEMA International Buyers' Guide using this form. This export directory will be distributed to international buyers at the 2011 SEMA Show and year-round at major overseas trade shows. This benefit is available only to 2011 SEMA Show exhibitors. For more information, contact Linda Spencer at lindas@sema.org.

Who Do You Contact?
If you have questions and are not sure who to contact, below is a list of contacts and their e-mail addresses at both SEMA and ConvExx Show Management who are always available and ready to assist. The general phone number at SEMA is 909/396-0289, ConvExx Show Management is 702/450-7662 and MotorMedia is 818/248-4449.

 

Booth Payment Arrangements		Jeff Pressman		jpressman@convexx.com
Credit Card & Check Processing		Denise Rubin		deniser@sema.org
Directory Listings		Marel Del Rio		mareld@sema.org
Executive Show Manager		Chuck Schwartz		cschwartz@convexx.com
Exhibit Space & Hanging Sign Design Notifications		Jeff Pressman		jpressman@convexx.com
Exhibitor Personnel Registration		Cassandra Stock		cstock@convexx.com
Exhibitor Product Training Seminars		Susan Schwartz		sschwartz@convexx.com
Exhibitor Services		ConvExx Sales Dept.		sema-exhibit@convexx.com
Exhibitors with Vehicles Looking for Products		Jason Catullo		jasonc@sema.org
Feature Vehicles		Donna Lawson		featurevehicle@convexx.com
General Show Information		Jeff Pressman		jpressman@convexx.com
Hotel Reservations		Travel Planners		ezinberg@tphousing.com
International Buyers' Guide		Marel Del Rio		mareld@sema.org
Meeting Room Reservations		Tricia Hanisko		thanisko@convexx.com
Membership		Monica Terlouw		monicat@sema.org
New Products		Sheldon Kaye		skaye@convexx.com
Project Vehicles		Jason Catullo		jasonc@sema.org
Public Relations		Della Domingo		dellad@sema.org
Rig Spaces – Outdoors		Motor Media		sales@motormediainc.com
SEMA Publications		John Stewart		johns@sema.org
Social Media		Alan Dicker		aland@sema.org
Sponsorships		Motor Media		sales@motormediainc.com

What’s in the Box?

Packaging has evolved significantly over the past four to five decades. According to Diana Twede, Ph.D., a professor at the Michigan State University School of Packaging, one of the greatest contemporary trends can be summed up in a single word: Plastics.

“Wasn’t Dustin Hoffman’s The Graduate about that long ago?” quipped Dr. Twede rhetorically. “His dad was right. We’re seeing many more plastic shipping containers now, too, especially in the automotive OEM market. Trends in better supply-chain management make reusable plastic containers and pallets more feasible because there are better ways to track and return them to service. Automatic identification has enabled this, too. As for one-way shipping containers, most are still corrugated board, but we’re seeing an increasing trend to shrink- and stretch-wrap packages for products that are suitable in terms of strength.”

In fact, cost and sustainability are driving an overall transformation in packaging strategy. In a March 2011 article, “Why Sustainability Is Winning Over CEOs,” Bloomberg Businessweek reported that besides projecting a socially responsible public image, “sustainable packaging [can dramatically] lower freight and warehouse costs.” A prime example is WalMart’s work with retailers to simplify packaging and switch from oil-based to corn-based plastics for Japan-destined product. “That cut the packaging’s weight by 25% and its cost by 13%, saving more than $195,000 a year,” according to the article, which added that other major merchandizers, such as Target and Sears, are following suit.

To be sure, truly successful package design requires careful thought, research and planning. Unfortunately, the process takes a back seat to product development for many small to medium aftermarket businesses. Dr. Twede asserted that package development should coincide with product development from beginning to end.

“Of course, this is more difficult for auto part manufacturers because the primary design factors have to be designing the part to fit the car,” she acknowledged. “But when you can design the part to enable distribution—for example, make it more square, less fragile—you reduce packaging and cost.”

Doing the Research

	AMP Research recently repackaged its popular BedX-Tender, breaking it down into an easily assembled item and creating a smaller, more cost-effective box for shipping and shelving.

AMP Research is a case in point. Its recent redesign of BedX-Tender packaging meant a rethinking of the product itself.

“We wanted to sell more product,” explained Mark Wronski, the company’s director of marketing. “Looking at the environments that our distributors and retailers deal in, particularly space, we wanted to make the product more friendly to the size of those environments.”

With a little brainstorming, the company determined that it could break its BedX-Tender down into a quick-assemble item, substantially reducing box size.

“We came up with a package that would protect the parts so that they wouldn’t bang into each other and included good instructions so people could easily put it together themselves,” Wronski said. “From there, we [looked into] the minimal amount of material needed to shape the box. That was a radical change, and there were lots of internal discussions about whether people would want to put a product together.”

Wronski said that the company’s in-house designers worked closely with engineers, field reps, WDs, jobbers and retailers to overcome such concerns. The result was a more economical, highly visible box that fits better on retail shelves.

“We also shifted our materials to a high post-consumer recycled corrugated paperboard, and we used soy-based ink in printing,” he said. “We found that, for relatively the same dollars, we could have a more environmentally responsible package. It follows our product design philosophy: clean, simple, to the point, minimal use of materials, maximum strength.”

	In the great scheme of marketing and branding, the packaging-development process is often just as important as designing the product itself.

Moreover, the concept of integrated marketing now dictates that logos, color, shape, size, type styles, label information and even the packaging materials themselves should blend perfectly to identify and sell a brand.

Selling a Brand

“The whole thing is branding,” said Jim Flowers, a manager in BubbaRope’s business development team. Introduced to the consumer market in 2009, the nylon, military-spec recovery strap’s packaging took Best New Product Packaging honors at the 2010 SEMA Show.

“If you have a clear idea of what your brand is, it’s a lot easier to figure out what doesn’t fit,” Flowers said. “It all starts with an extremely clear vision of what you want to communicate with your brand.”

For its award-winning packaging, BubbaRope’s in-house team conceived a mesh carry-all bag that allows a dirty rope to be tossed in the wash. The bag sports camouflage detailing and a pocket for accessories, plus recovery instructions flavored with “Bubba-style” humor.

“Here in Florida and the southeast, Bubba is a fun name we call each other,” Flowers explained. “It’s a good thing, like a buddy or pal. So we said this is like your buddy rope and called it BubbaRope. Once we did that, we were quickly able to develop the whole genre and packaging. For example, the character in our packaging is Jake—actually a character from a syndicated cartoon called ‘That’s Jake’ that was here in Orlando for 20 years.”

BubbaRope also worked closely with its box supplier to create a clean, highly visible cardboard box that stacks neatly on retail shelves but is also sturdy enough for web-order shipping. Styrofoam and molded plastic packing materials were rejected in favor of plain brown paper. Box sides feature Jake and clear content labeling.

The Science of Packaging Like any other business discipline, there are actually schools for packaging. In fact, The Michigan State University (MSU) School of Packaging, East Lansing, even offers online certification courses and a master’s degree in the field. Faculty member Diana Twede, Ph.D., noted that packaging is both art and science. “Our school focuses more on the science, leaving the art to those involved more in advertising and graphics,” she said. “Our students learn to compare materials and systems from ‘cradle to cradle’—production, marketing, use and disposal.” Along those lines, Dr. Twede offered the following tips for automotive specialty-equipment marketers: Minimize your cube to reduce transport costs. Be aware that the advantages of a “standard” container that fits everything are often outweighed by increased costs. Track damage to identify packaging that needs improvement, and analyze alternatives in shock-and-vibration tests. Above all, foster a close relationship with warehouse distributors and retailers to identify how packaging can improve their operations. While appeal to consumers is the ultimate goal, satisfying the retailers’ needs is what puts your product in customer view. For more information about MSU’s packaging education, available research and publications, visit packaging. msu.edu.

Winner of the 2010 SEMA Show’s Best New Product Packaging Award, BubbaRope sports packaging that combines fun with functionality. The washable rope, logo, shipping box and purposeful mesh carrying bag all work harmoniously to tell consumers everything they need to know about the product and brand.

“We wanted the packaging to be really good but not overly slick and the logo to tell you exactly what the product does.” said Flowers. “The logo makes you smile. Our whole philosophy is to take our customers and product extremely seriously but not to take ourselves too seriously.”

Both BubbaRope and AMP Research were able to brainstorm initial design concepts in-house because their management teams boasted expertise from multiple marketing disciplines, including advertising and graphic design. Smaller or less experienced companies will undoubtedly rely on the many expert advertising and package design agencies throughout the United States and Canada found on the web. Referrals from other manufacturing and business associates can help take the guesswork out of choosing the right designer/supplier at the right price.

A solid relationship with a package designer or box supplier will prove vital not only for new products, but for ongoing lines as well since packaging should always keep pace with new technologies, shipping methods and marketing concepts.

Small-Business Help

“Companies of our size rarely have guys in-house to do design,” said John Perkins, IT director and graphic designer for Scorpion Coatings, which introduced its Al’s Liner DIY spray-on bedliner kit in 2008, then updated the packaging in 2009. Researching automotive outlets, the company discovered that red and blue were common colors for competitor packaging. Scorpion opted to stand out with a bright “hexachrome orange” package. “You can’t miss the box,” said Perkins, adding that he called several box companies to see what was available.

“We ended up going locally to find the most sturdy and cost-effective boxing,” he said. The chosen supplier then sent reps to Scorpion’s facility to assist development of several prototypes. “Our shipping master tested each,” Perkins recalled. “He’d throw it around, beat it up and see how it held up.”

Even after product launch, regular reevaluation of packaging is a must, but any changes in design will also require proper marketing support. When Turtle Wax recently turned to Berlin Packaging’s Studio One Eleven to improve the look and functionality of its flagship Super Hard Shell wax container, the manufacturer followed up with a comprehensive public relations campaign (including YouTube videos) to inform consumers. Otherwise, buyers may have been confused by a known brand seemingly disappearing from retail shelves.

The goal, said AMP Research’s Wronski, is to quickly key consumers into a brand from every touch point—from the advertising to the packaging to the instructions inside to any follow-up communications to the product they hold in their hand.

“Beyond the basic job of holding a part and protecting it in a retail environment,” he said, “when you’re standing across the showroom with all the clutter, can you squint your eyes [and immediately see] something about the shape and color that says ‘that’s our brand and there’s no way to miss it?’”

What’s in the Box?

Packaging has evolved significantly over the past four to five decades. According to Diana Twede, Ph.D., a professor at the Michigan State University School of Packaging, one of the greatest contemporary trends can be summed up in a single word: Plastics.

“Wasn’t Dustin Hoffman’s The Graduate about that long ago?” quipped Dr. Twede rhetorically. “His dad was right. We’re seeing many more plastic shipping containers now, too, especially in the automotive OEM market. Trends in better supply-chain management make reusable plastic containers and pallets more feasible because there are better ways to track and return them to service. Automatic identification has enabled this, too. As for one-way shipping containers, most are still corrugated board, but we’re seeing an increasing trend to shrink- and stretch-wrap packages for products that are suitable in terms of strength.”

In fact, cost and sustainability are driving an overall transformation in packaging strategy. In a March 2011 article, “Why Sustainability Is Winning Over CEOs,” Bloomberg Businessweek reported that besides projecting a socially responsible public image, “sustainable packaging [can dramatically] lower freight and warehouse costs.” A prime example is WalMart’s work with retailers to simplify packaging and switch from oil-based to corn-based plastics for Japan-destined product. “That cut the packaging’s weight by 25% and its cost by 13%, saving more than $195,000 a year,” according to the article, which added that other major merchandizers, such as Target and Sears, are following suit.

To be sure, truly successful package design requires careful thought, research and planning. Unfortunately, the process takes a back seat to product development for many small to medium aftermarket businesses. Dr. Twede asserted that package development should coincide with product development from beginning to end.

“Of course, this is more difficult for auto part manufacturers because the primary design factors have to be designing the part to fit the car,” she acknowledged. “But when you can design the part to enable distribution—for example, make it more square, less fragile—you reduce packaging and cost.”

Doing the Research

	AMP Research recently repackaged its popular BedX-Tender, breaking it down into an easily assembled item and creating a smaller, more cost-effective box for shipping and shelving.

AMP Research is a case in point. Its recent redesign of BedX-Tender packaging meant a rethinking of the product itself.

“We wanted to sell more product,” explained Mark Wronski, the company’s director of marketing. “Looking at the environments that our distributors and retailers deal in, particularly space, we wanted to make the product more friendly to the size of those environments.”

With a little brainstorming, the company determined that it could break its BedX-Tender down into a quick-assemble item, substantially reducing box size.

“We came up with a package that would protect the parts so that they wouldn’t bang into each other and included good instructions so people could easily put it together themselves,” Wronski said. “From there, we [looked into] the minimal amount of material needed to shape the box. That was a radical change, and there were lots of internal discussions about whether people would want to put a product together.”

Wronski said that the company’s in-house designers worked closely with engineers, field reps, WDs, jobbers and retailers to overcome such concerns. The result was a more economical, highly visible box that fits better on retail shelves.

“We also shifted our materials to a high post-consumer recycled corrugated paperboard, and we used soy-based ink in printing,” he said. “We found that, for relatively the same dollars, we could have a more environmentally responsible package. It follows our product design philosophy: clean, simple, to the point, minimal use of materials, maximum strength.”

	In the great scheme of marketing and branding, the packaging-development process is often just as important as designing the product itself.

Moreover, the concept of integrated marketing now dictates that logos, color, shape, size, type styles, label information and even the packaging materials themselves should blend perfectly to identify and sell a brand.

Selling a Brand

“The whole thing is branding,” said Jim Flowers, a manager in BubbaRope’s business development team. Introduced to the consumer market in 2009, the nylon, military-spec recovery strap’s packaging took Best New Product Packaging honors at the 2010 SEMA Show.

“If you have a clear idea of what your brand is, it’s a lot easier to figure out what doesn’t fit,” Flowers said. “It all starts with an extremely clear vision of what you want to communicate with your brand.”

For its award-winning packaging, BubbaRope’s in-house team conceived a mesh carry-all bag that allows a dirty rope to be tossed in the wash. The bag sports camouflage detailing and a pocket for accessories, plus recovery instructions flavored with “Bubba-style” humor.

“Here in Florida and the southeast, Bubba is a fun name we call each other,” Flowers explained. “It’s a good thing, like a buddy or pal. So we said this is like your buddy rope and called it BubbaRope. Once we did that, we were quickly able to develop the whole genre and packaging. For example, the character in our packaging is Jake—actually a character from a syndicated cartoon called ‘That’s Jake’ that was here in Orlando for 20 years.”

BubbaRope also worked closely with its box supplier to create a clean, highly visible cardboard box that stacks neatly on retail shelves but is also sturdy enough for web-order shipping. Styrofoam and molded plastic packing materials were rejected in favor of plain brown paper. Box sides feature Jake and clear content labeling.

The Science of Packaging Like any other business discipline, there are actually schools for packaging. In fact, The Michigan State University (MSU) School of Packaging, East Lansing, even offers online certification courses and a master’s degree in the field. Faculty member Diana Twede, Ph.D., noted that packaging is both art and science. “Our school focuses more on the science, leaving the art to those involved more in advertising and graphics,” she said. “Our students learn to compare materials and systems from ‘cradle to cradle’—production, marketing, use and disposal.” Along those lines, Dr. Twede offered the following tips for automotive specialty-equipment marketers: Minimize your cube to reduce transport costs. Be aware that the advantages of a “standard” container that fits everything are often outweighed by increased costs. Track damage to identify packaging that needs improvement, and analyze alternatives in shock-and-vibration tests. Above all, foster a close relationship with warehouse distributors and retailers to identify how packaging can improve their operations. While appeal to consumers is the ultimate goal, satisfying the retailers’ needs is what puts your product in customer view. For more information about MSU’s packaging education, available research and publications, visit packaging. msu.edu.

Winner of the 2010 SEMA Show’s Best New Product Packaging Award, BubbaRope sports packaging that combines fun with functionality. The washable rope, logo, shipping box and purposeful mesh carrying bag all work harmoniously to tell consumers everything they need to know about the product and brand.

“We wanted the packaging to be really good but not overly slick and the logo to tell you exactly what the product does.” said Flowers. “The logo makes you smile. Our whole philosophy is to take our customers and product extremely seriously but not to take ourselves too seriously.”

Both BubbaRope and AMP Research were able to brainstorm initial design concepts in-house because their management teams boasted expertise from multiple marketing disciplines, including advertising and graphic design. Smaller or less experienced companies will undoubtedly rely on the many expert advertising and package design agencies throughout the United States and Canada found on the web. Referrals from other manufacturing and business associates can help take the guesswork out of choosing the right designer/supplier at the right price.

A solid relationship with a package designer or box supplier will prove vital not only for new products, but for ongoing lines as well since packaging should always keep pace with new technologies, shipping methods and marketing concepts.

Small-Business Help

“Companies of our size rarely have guys in-house to do design,” said John Perkins, IT director and graphic designer for Scorpion Coatings, which introduced its Al’s Liner DIY spray-on bedliner kit in 2008, then updated the packaging in 2009. Researching automotive outlets, the company discovered that red and blue were common colors for competitor packaging. Scorpion opted to stand out with a bright “hexachrome orange” package. “You can’t miss the box,” said Perkins, adding that he called several box companies to see what was available.

“We ended up going locally to find the most sturdy and cost-effective boxing,” he said. The chosen supplier then sent reps to Scorpion’s facility to assist development of several prototypes. “Our shipping master tested each,” Perkins recalled. “He’d throw it around, beat it up and see how it held up.”

Even after product launch, regular reevaluation of packaging is a must, but any changes in design will also require proper marketing support. When Turtle Wax recently turned to Berlin Packaging’s Studio One Eleven to improve the look and functionality of its flagship Super Hard Shell wax container, the manufacturer followed up with a comprehensive public relations campaign (including YouTube videos) to inform consumers. Otherwise, buyers may have been confused by a known brand seemingly disappearing from retail shelves.

The goal, said AMP Research’s Wronski, is to quickly key consumers into a brand from every touch point—from the advertising to the packaging to the instructions inside to any follow-up communications to the product they hold in their hand.

“Beyond the basic job of holding a part and protecting it in a retail environment,” he said, “when you’re standing across the showroom with all the clutter, can you squint your eyes [and immediately see] something about the shape and color that says ‘that’s our brand and there’s no way to miss it?’”

What’s in the Box?

Packaging has evolved significantly over the past four to five decades. According to Diana Twede, Ph.D., a professor at the Michigan State University School of Packaging, one of the greatest contemporary trends can be summed up in a single word: Plastics.

“Wasn’t Dustin Hoffman’s The Graduate about that long ago?” quipped Dr. Twede rhetorically. “His dad was right. We’re seeing many more plastic shipping containers now, too, especially in the automotive OEM market. Trends in better supply-chain management make reusable plastic containers and pallets more feasible because there are better ways to track and return them to service. Automatic identification has enabled this, too. As for one-way shipping containers, most are still corrugated board, but we’re seeing an increasing trend to shrink- and stretch-wrap packages for products that are suitable in terms of strength.”

In fact, cost and sustainability are driving an overall transformation in packaging strategy. In a March 2011 article, “Why Sustainability Is Winning Over CEOs,” Bloomberg Businessweek reported that besides projecting a socially responsible public image, “sustainable packaging [can dramatically] lower freight and warehouse costs.” A prime example is WalMart’s work with retailers to simplify packaging and switch from oil-based to corn-based plastics for Japan-destined product. “That cut the packaging’s weight by 25% and its cost by 13%, saving more than $195,000 a year,” according to the article, which added that other major merchandizers, such as Target and Sears, are following suit.

To be sure, truly successful package design requires careful thought, research and planning. Unfortunately, the process takes a back seat to product development for many small to medium aftermarket businesses. Dr. Twede asserted that package development should coincide with product development from beginning to end.

“Of course, this is more difficult for auto part manufacturers because the primary design factors have to be designing the part to fit the car,” she acknowledged. “But when you can design the part to enable distribution—for example, make it more square, less fragile—you reduce packaging and cost.”

Doing the Research

	AMP Research recently repackaged its popular BedX-Tender, breaking it down into an easily assembled item and creating a smaller, more cost-effective box for shipping and shelving.

AMP Research is a case in point. Its recent redesign of BedX-Tender packaging meant a rethinking of the product itself.

“We wanted to sell more product,” explained Mark Wronski, the company’s director of marketing. “Looking at the environments that our distributors and retailers deal in, particularly space, we wanted to make the product more friendly to the size of those environments.”

With a little brainstorming, the company determined that it could break its BedX-Tender down into a quick-assemble item, substantially reducing box size.

“We came up with a package that would protect the parts so that they wouldn’t bang into each other and included good instructions so people could easily put it together themselves,” Wronski said. “From there, we [looked into] the minimal amount of material needed to shape the box. That was a radical change, and there were lots of internal discussions about whether people would want to put a product together.”

Wronski said that the company’s in-house designers worked closely with engineers, field reps, WDs, jobbers and retailers to overcome such concerns. The result was a more economical, highly visible box that fits better on retail shelves.

“We also shifted our materials to a high post-consumer recycled corrugated paperboard, and we used soy-based ink in printing,” he said. “We found that, for relatively the same dollars, we could have a more environmentally responsible package. It follows our product design philosophy: clean, simple, to the point, minimal use of materials, maximum strength.”

	In the great scheme of marketing and branding, the packaging-development process is often just as important as designing the product itself.

Moreover, the concept of integrated marketing now dictates that logos, color, shape, size, type styles, label information and even the packaging materials themselves should blend perfectly to identify and sell a brand.

Selling a Brand

“The whole thing is branding,” said Jim Flowers, a manager in BubbaRope’s business development team. Introduced to the consumer market in 2009, the nylon, military-spec recovery strap’s packaging took Best New Product Packaging honors at the 2010 SEMA Show.

“If you have a clear idea of what your brand is, it’s a lot easier to figure out what doesn’t fit,” Flowers said. “It all starts with an extremely clear vision of what you want to communicate with your brand.”

For its award-winning packaging, BubbaRope’s in-house team conceived a mesh carry-all bag that allows a dirty rope to be tossed in the wash. The bag sports camouflage detailing and a pocket for accessories, plus recovery instructions flavored with “Bubba-style” humor.

“Here in Florida and the southeast, Bubba is a fun name we call each other,” Flowers explained. “It’s a good thing, like a buddy or pal. So we said this is like your buddy rope and called it BubbaRope. Once we did that, we were quickly able to develop the whole genre and packaging. For example, the character in our packaging is Jake—actually a character from a syndicated cartoon called ‘That’s Jake’ that was here in Orlando for 20 years.”

BubbaRope also worked closely with its box supplier to create a clean, highly visible cardboard box that stacks neatly on retail shelves but is also sturdy enough for web-order shipping. Styrofoam and molded plastic packing materials were rejected in favor of plain brown paper. Box sides feature Jake and clear content labeling.

The Science of Packaging Like any other business discipline, there are actually schools for packaging. In fact, The Michigan State University (MSU) School of Packaging, East Lansing, even offers online certification courses and a master’s degree in the field. Faculty member Diana Twede, Ph.D., noted that packaging is both art and science. “Our school focuses more on the science, leaving the art to those involved more in advertising and graphics,” she said. “Our students learn to compare materials and systems from ‘cradle to cradle’—production, marketing, use and disposal.” Along those lines, Dr. Twede offered the following tips for automotive specialty-equipment marketers: Minimize your cube to reduce transport costs. Be aware that the advantages of a “standard” container that fits everything are often outweighed by increased costs. Track damage to identify packaging that needs improvement, and analyze alternatives in shock-and-vibration tests. Above all, foster a close relationship with warehouse distributors and retailers to identify how packaging can improve their operations. While appeal to consumers is the ultimate goal, satisfying the retailers’ needs is what puts your product in customer view. For more information about MSU’s packaging education, available research and publications, visit packaging. msu.edu.

Winner of the 2010 SEMA Show’s Best New Product Packaging Award, BubbaRope sports packaging that combines fun with functionality. The washable rope, logo, shipping box and purposeful mesh carrying bag all work harmoniously to tell consumers everything they need to know about the product and brand.

“We wanted the packaging to be really good but not overly slick and the logo to tell you exactly what the product does.” said Flowers. “The logo makes you smile. Our whole philosophy is to take our customers and product extremely seriously but not to take ourselves too seriously.”

Both BubbaRope and AMP Research were able to brainstorm initial design concepts in-house because their management teams boasted expertise from multiple marketing disciplines, including advertising and graphic design. Smaller or less experienced companies will undoubtedly rely on the many expert advertising and package design agencies throughout the United States and Canada found on the web. Referrals from other manufacturing and business associates can help take the guesswork out of choosing the right designer/supplier at the right price.

A solid relationship with a package designer or box supplier will prove vital not only for new products, but for ongoing lines as well since packaging should always keep pace with new technologies, shipping methods and marketing concepts.

Small-Business Help

“Companies of our size rarely have guys in-house to do design,” said John Perkins, IT director and graphic designer for Scorpion Coatings, which introduced its Al’s Liner DIY spray-on bedliner kit in 2008, then updated the packaging in 2009. Researching automotive outlets, the company discovered that red and blue were common colors for competitor packaging. Scorpion opted to stand out with a bright “hexachrome orange” package. “You can’t miss the box,” said Perkins, adding that he called several box companies to see what was available.

“We ended up going locally to find the most sturdy and cost-effective boxing,” he said. The chosen supplier then sent reps to Scorpion’s facility to assist development of several prototypes. “Our shipping master tested each,” Perkins recalled. “He’d throw it around, beat it up and see how it held up.”

Even after product launch, regular reevaluation of packaging is a must, but any changes in design will also require proper marketing support. When Turtle Wax recently turned to Berlin Packaging’s Studio One Eleven to improve the look and functionality of its flagship Super Hard Shell wax container, the manufacturer followed up with a comprehensive public relations campaign (including YouTube videos) to inform consumers. Otherwise, buyers may have been confused by a known brand seemingly disappearing from retail shelves.

The goal, said AMP Research’s Wronski, is to quickly key consumers into a brand from every touch point—from the advertising to the packaging to the instructions inside to any follow-up communications to the product they hold in their hand.

“Beyond the basic job of holding a part and protecting it in a retail environment,” he said, “when you’re standing across the showroom with all the clutter, can you squint your eyes [and immediately see] something about the shape and color that says ‘that’s our brand and there’s no way to miss it?’”

What’s in the Box?

Packaging has evolved significantly over the past four to five decades. According to Diana Twede, Ph.D., a professor at the Michigan State University School of Packaging, one of the greatest contemporary trends can be summed up in a single word: Plastics.

“Wasn’t Dustin Hoffman’s The Graduate about that long ago?” quipped Dr. Twede rhetorically. “His dad was right. We’re seeing many more plastic shipping containers now, too, especially in the automotive OEM market. Trends in better supply-chain management make reusable plastic containers and pallets more feasible because there are better ways to track and return them to service. Automatic identification has enabled this, too. As for one-way shipping containers, most are still corrugated board, but we’re seeing an increasing trend to shrink- and stretch-wrap packages for products that are suitable in terms of strength.”

In fact, cost and sustainability are driving an overall transformation in packaging strategy. In a March 2011 article, “Why Sustainability Is Winning Over CEOs,” Bloomberg Businessweek reported that besides projecting a socially responsible public image, “sustainable packaging [can dramatically] lower freight and warehouse costs.” A prime example is WalMart’s work with retailers to simplify packaging and switch from oil-based to corn-based plastics for Japan-destined product. “That cut the packaging’s weight by 25% and its cost by 13%, saving more than $195,000 a year,” according to the article, which added that other major merchandizers, such as Target and Sears, are following suit.

To be sure, truly successful package design requires careful thought, research and planning. Unfortunately, the process takes a back seat to product development for many small to medium aftermarket businesses. Dr. Twede asserted that package development should coincide with product development from beginning to end.

“Of course, this is more difficult for auto part manufacturers because the primary design factors have to be designing the part to fit the car,” she acknowledged. “But when you can design the part to enable distribution—for example, make it more square, less fragile—you reduce packaging and cost.”

Doing the Research

	AMP Research recently repackaged its popular BedX-Tender, breaking it down into an easily assembled item and creating a smaller, more cost-effective box for shipping and shelving.

AMP Research is a case in point. Its recent redesign of BedX-Tender packaging meant a rethinking of the product itself.

“We wanted to sell more product,” explained Mark Wronski, the company’s director of marketing. “Looking at the environments that our distributors and retailers deal in, particularly space, we wanted to make the product more friendly to the size of those environments.”

With a little brainstorming, the company determined that it could break its BedX-Tender down into a quick-assemble item, substantially reducing box size.

“We came up with a package that would protect the parts so that they wouldn’t bang into each other and included good instructions so people could easily put it together themselves,” Wronski said. “From there, we [looked into] the minimal amount of material needed to shape the box. That was a radical change, and there were lots of internal discussions about whether people would want to put a product together.”

Wronski said that the company’s in-house designers worked closely with engineers, field reps, WDs, jobbers and retailers to overcome such concerns. The result was a more economical, highly visible box that fits better on retail shelves.

“We also shifted our materials to a high post-consumer recycled corrugated paperboard, and we used soy-based ink in printing,” he said. “We found that, for relatively the same dollars, we could have a more environmentally responsible package. It follows our product design philosophy: clean, simple, to the point, minimal use of materials, maximum strength.”

	In the great scheme of marketing and branding, the packaging-development process is often just as important as designing the product itself.

Moreover, the concept of integrated marketing now dictates that logos, color, shape, size, type styles, label information and even the packaging materials themselves should blend perfectly to identify and sell a brand.

Selling a Brand

“The whole thing is branding,” said Jim Flowers, a manager in BubbaRope’s business development team. Introduced to the consumer market in 2009, the nylon, military-spec recovery strap’s packaging took Best New Product Packaging honors at the 2010 SEMA Show.

“If you have a clear idea of what your brand is, it’s a lot easier to figure out what doesn’t fit,” Flowers said. “It all starts with an extremely clear vision of what you want to communicate with your brand.”

For its award-winning packaging, BubbaRope’s in-house team conceived a mesh carry-all bag that allows a dirty rope to be tossed in the wash. The bag sports camouflage detailing and a pocket for accessories, plus recovery instructions flavored with “Bubba-style” humor.

“Here in Florida and the southeast, Bubba is a fun name we call each other,” Flowers explained. “It’s a good thing, like a buddy or pal. So we said this is like your buddy rope and called it BubbaRope. Once we did that, we were quickly able to develop the whole genre and packaging. For example, the character in our packaging is Jake—actually a character from a syndicated cartoon called ‘That’s Jake’ that was here in Orlando for 20 years.”

BubbaRope also worked closely with its box supplier to create a clean, highly visible cardboard box that stacks neatly on retail shelves but is also sturdy enough for web-order shipping. Styrofoam and molded plastic packing materials were rejected in favor of plain brown paper. Box sides feature Jake and clear content labeling.

The Science of Packaging Like any other business discipline, there are actually schools for packaging. In fact, The Michigan State University (MSU) School of Packaging, East Lansing, even offers online certification courses and a master’s degree in the field. Faculty member Diana Twede, Ph.D., noted that packaging is both art and science. “Our school focuses more on the science, leaving the art to those involved more in advertising and graphics,” she said. “Our students learn to compare materials and systems from ‘cradle to cradle’—production, marketing, use and disposal.” Along those lines, Dr. Twede offered the following tips for automotive specialty-equipment marketers: Minimize your cube to reduce transport costs. Be aware that the advantages of a “standard” container that fits everything are often outweighed by increased costs. Track damage to identify packaging that needs improvement, and analyze alternatives in shock-and-vibration tests. Above all, foster a close relationship with warehouse distributors and retailers to identify how packaging can improve their operations. While appeal to consumers is the ultimate goal, satisfying the retailers’ needs is what puts your product in customer view. For more information about MSU’s packaging education, available research and publications, visit packaging. msu.edu.

Winner of the 2010 SEMA Show’s Best New Product Packaging Award, BubbaRope sports packaging that combines fun with functionality. The washable rope, logo, shipping box and purposeful mesh carrying bag all work harmoniously to tell consumers everything they need to know about the product and brand.

“We wanted the packaging to be really good but not overly slick and the logo to tell you exactly what the product does.” said Flowers. “The logo makes you smile. Our whole philosophy is to take our customers and product extremely seriously but not to take ourselves too seriously.”

Both BubbaRope and AMP Research were able to brainstorm initial design concepts in-house because their management teams boasted expertise from multiple marketing disciplines, including advertising and graphic design. Smaller or less experienced companies will undoubtedly rely on the many expert advertising and package design agencies throughout the United States and Canada found on the web. Referrals from other manufacturing and business associates can help take the guesswork out of choosing the right designer/supplier at the right price.

A solid relationship with a package designer or box supplier will prove vital not only for new products, but for ongoing lines as well since packaging should always keep pace with new technologies, shipping methods and marketing concepts.

Small-Business Help

“Companies of our size rarely have guys in-house to do design,” said John Perkins, IT director and graphic designer for Scorpion Coatings, which introduced its Al’s Liner DIY spray-on bedliner kit in 2008, then updated the packaging in 2009. Researching automotive outlets, the company discovered that red and blue were common colors for competitor packaging. Scorpion opted to stand out with a bright “hexachrome orange” package. “You can’t miss the box,” said Perkins, adding that he called several box companies to see what was available.

“We ended up going locally to find the most sturdy and cost-effective boxing,” he said. The chosen supplier then sent reps to Scorpion’s facility to assist development of several prototypes. “Our shipping master tested each,” Perkins recalled. “He’d throw it around, beat it up and see how it held up.”

Even after product launch, regular reevaluation of packaging is a must, but any changes in design will also require proper marketing support. When Turtle Wax recently turned to Berlin Packaging’s Studio One Eleven to improve the look and functionality of its flagship Super Hard Shell wax container, the manufacturer followed up with a comprehensive public relations campaign (including YouTube videos) to inform consumers. Otherwise, buyers may have been confused by a known brand seemingly disappearing from retail shelves.

The goal, said AMP Research’s Wronski, is to quickly key consumers into a brand from every touch point—from the advertising to the packaging to the instructions inside to any follow-up communications to the product they hold in their hand.

“Beyond the basic job of holding a part and protecting it in a retail environment,” he said, “when you’re standing across the showroom with all the clutter, can you squint your eyes [and immediately see] something about the shape and color that says ‘that’s our brand and there’s no way to miss it?’”

What’s in the Box?

Packaging has evolved significantly over the past four to five decades. According to Diana Twede, Ph.D., a professor at the Michigan State University School of Packaging, one of the greatest contemporary trends can be summed up in a single word: Plastics.

“Wasn’t Dustin Hoffman’s The Graduate about that long ago?” quipped Dr. Twede rhetorically. “His dad was right. We’re seeing many more plastic shipping containers now, too, especially in the automotive OEM market. Trends in better supply-chain management make reusable plastic containers and pallets more feasible because there are better ways to track and return them to service. Automatic identification has enabled this, too. As for one-way shipping containers, most are still corrugated board, but we’re seeing an increasing trend to shrink- and stretch-wrap packages for products that are suitable in terms of strength.”

In fact, cost and sustainability are driving an overall transformation in packaging strategy. In a March 2011 article, “Why Sustainability Is Winning Over CEOs,” Bloomberg Businessweek reported that besides projecting a socially responsible public image, “sustainable packaging [can dramatically] lower freight and warehouse costs.” A prime example is WalMart’s work with retailers to simplify packaging and switch from oil-based to corn-based plastics for Japan-destined product. “That cut the packaging’s weight by 25% and its cost by 13%, saving more than $195,000 a year,” according to the article, which added that other major merchandizers, such as Target and Sears, are following suit.

To be sure, truly successful package design requires careful thought, research and planning. Unfortunately, the process takes a back seat to product development for many small to medium aftermarket businesses. Dr. Twede asserted that package development should coincide with product development from beginning to end.

“Of course, this is more difficult for auto part manufacturers because the primary design factors have to be designing the part to fit the car,” she acknowledged. “But when you can design the part to enable distribution—for example, make it more square, less fragile—you reduce packaging and cost.”

Doing the Research

	AMP Research recently repackaged its popular BedX-Tender, breaking it down into an easily assembled item and creating a smaller, more cost-effective box for shipping and shelving.

AMP Research is a case in point. Its recent redesign of BedX-Tender packaging meant a rethinking of the product itself.

“We wanted to sell more product,” explained Mark Wronski, the company’s director of marketing. “Looking at the environments that our distributors and retailers deal in, particularly space, we wanted to make the product more friendly to the size of those environments.”

With a little brainstorming, the company determined that it could break its BedX-Tender down into a quick-assemble item, substantially reducing box size.

“We came up with a package that would protect the parts so that they wouldn’t bang into each other and included good instructions so people could easily put it together themselves,” Wronski said. “From there, we [looked into] the minimal amount of material needed to shape the box. That was a radical change, and there were lots of internal discussions about whether people would want to put a product together.”

Wronski said that the company’s in-house designers worked closely with engineers, field reps, WDs, jobbers and retailers to overcome such concerns. The result was a more economical, highly visible box that fits better on retail shelves.

“We also shifted our materials to a high post-consumer recycled corrugated paperboard, and we used soy-based ink in printing,” he said. “We found that, for relatively the same dollars, we could have a more environmentally responsible package. It follows our product design philosophy: clean, simple, to the point, minimal use of materials, maximum strength.”

	In the great scheme of marketing and branding, the packaging-development process is often just as important as designing the product itself.

Moreover, the concept of integrated marketing now dictates that logos, color, shape, size, type styles, label information and even the packaging materials themselves should blend perfectly to identify and sell a brand.

Selling a Brand

“The whole thing is branding,” said Jim Flowers, a manager in BubbaRope’s business development team. Introduced to the consumer market in 2009, the nylon, military-spec recovery strap’s packaging took Best New Product Packaging honors at the 2010 SEMA Show.

“If you have a clear idea of what your brand is, it’s a lot easier to figure out what doesn’t fit,” Flowers said. “It all starts with an extremely clear vision of what you want to communicate with your brand.”

For its award-winning packaging, BubbaRope’s in-house team conceived a mesh carry-all bag that allows a dirty rope to be tossed in the wash. The bag sports camouflage detailing and a pocket for accessories, plus recovery instructions flavored with “Bubba-style” humor.

“Here in Florida and the southeast, Bubba is a fun name we call each other,” Flowers explained. “It’s a good thing, like a buddy or pal. So we said this is like your buddy rope and called it BubbaRope. Once we did that, we were quickly able to develop the whole genre and packaging. For example, the character in our packaging is Jake—actually a character from a syndicated cartoon called ‘That’s Jake’ that was here in Orlando for 20 years.”

BubbaRope also worked closely with its box supplier to create a clean, highly visible cardboard box that stacks neatly on retail shelves but is also sturdy enough for web-order shipping. Styrofoam and molded plastic packing materials were rejected in favor of plain brown paper. Box sides feature Jake and clear content labeling.

The Science of Packaging Like any other business discipline, there are actually schools for packaging. In fact, The Michigan State University (MSU) School of Packaging, East Lansing, even offers online certification courses and a master’s degree in the field. Faculty member Diana Twede, Ph.D., noted that packaging is both art and science. “Our school focuses more on the science, leaving the art to those involved more in advertising and graphics,” she said. “Our students learn to compare materials and systems from ‘cradle to cradle’—production, marketing, use and disposal.” Along those lines, Dr. Twede offered the following tips for automotive specialty-equipment marketers: Minimize your cube to reduce transport costs. Be aware that the advantages of a “standard” container that fits everything are often outweighed by increased costs. Track damage to identify packaging that needs improvement, and analyze alternatives in shock-and-vibration tests. Above all, foster a close relationship with warehouse distributors and retailers to identify how packaging can improve their operations. While appeal to consumers is the ultimate goal, satisfying the retailers’ needs is what puts your product in customer view. For more information about MSU’s packaging education, available research and publications, visit packaging. msu.edu.

Winner of the 2010 SEMA Show’s Best New Product Packaging Award, BubbaRope sports packaging that combines fun with functionality. The washable rope, logo, shipping box and purposeful mesh carrying bag all work harmoniously to tell consumers everything they need to know about the product and brand.

“We wanted the packaging to be really good but not overly slick and the logo to tell you exactly what the product does.” said Flowers. “The logo makes you smile. Our whole philosophy is to take our customers and product extremely seriously but not to take ourselves too seriously.”

Both BubbaRope and AMP Research were able to brainstorm initial design concepts in-house because their management teams boasted expertise from multiple marketing disciplines, including advertising and graphic design. Smaller or less experienced companies will undoubtedly rely on the many expert advertising and package design agencies throughout the United States and Canada found on the web. Referrals from other manufacturing and business associates can help take the guesswork out of choosing the right designer/supplier at the right price.

A solid relationship with a package designer or box supplier will prove vital not only for new products, but for ongoing lines as well since packaging should always keep pace with new technologies, shipping methods and marketing concepts.

Small-Business Help

“Companies of our size rarely have guys in-house to do design,” said John Perkins, IT director and graphic designer for Scorpion Coatings, which introduced its Al’s Liner DIY spray-on bedliner kit in 2008, then updated the packaging in 2009. Researching automotive outlets, the company discovered that red and blue were common colors for competitor packaging. Scorpion opted to stand out with a bright “hexachrome orange” package. “You can’t miss the box,” said Perkins, adding that he called several box companies to see what was available.

“We ended up going locally to find the most sturdy and cost-effective boxing,” he said. The chosen supplier then sent reps to Scorpion’s facility to assist development of several prototypes. “Our shipping master tested each,” Perkins recalled. “He’d throw it around, beat it up and see how it held up.”

Even after product launch, regular reevaluation of packaging is a must, but any changes in design will also require proper marketing support. When Turtle Wax recently turned to Berlin Packaging’s Studio One Eleven to improve the look and functionality of its flagship Super Hard Shell wax container, the manufacturer followed up with a comprehensive public relations campaign (including YouTube videos) to inform consumers. Otherwise, buyers may have been confused by a known brand seemingly disappearing from retail shelves.

The goal, said AMP Research’s Wronski, is to quickly key consumers into a brand from every touch point—from the advertising to the packaging to the instructions inside to any follow-up communications to the product they hold in their hand.

“Beyond the basic job of holding a part and protecting it in a retail environment,” he said, “when you’re standing across the showroom with all the clutter, can you squint your eyes [and immediately see] something about the shape and color that says ‘that’s our brand and there’s no way to miss it?’”

What’s in the Box?

Packaging has evolved significantly over the past four to five decades. According to Diana Twede, Ph.D., a professor at the Michigan State University School of Packaging, one of the greatest contemporary trends can be summed up in a single word: Plastics.

“Wasn’t Dustin Hoffman’s The Graduate about that long ago?” quipped Dr. Twede rhetorically. “His dad was right. We’re seeing many more plastic shipping containers now, too, especially in the automotive OEM market. Trends in better supply-chain management make reusable plastic containers and pallets more feasible because there are better ways to track and return them to service. Automatic identification has enabled this, too. As for one-way shipping containers, most are still corrugated board, but we’re seeing an increasing trend to shrink- and stretch-wrap packages for products that are suitable in terms of strength.”

In fact, cost and sustainability are driving an overall transformation in packaging strategy. In a March 2011 article, “Why Sustainability Is Winning Over CEOs,” Bloomberg Businessweek reported that besides projecting a socially responsible public image, “sustainable packaging [can dramatically] lower freight and warehouse costs.” A prime example is WalMart’s work with retailers to simplify packaging and switch from oil-based to corn-based plastics for Japan-destined product. “That cut the packaging’s weight by 25% and its cost by 13%, saving more than $195,000 a year,” according to the article, which added that other major merchandizers, such as Target and Sears, are following suit.

To be sure, truly successful package design requires careful thought, research and planning. Unfortunately, the process takes a back seat to product development for many small to medium aftermarket businesses. Dr. Twede asserted that package development should coincide with product development from beginning to end.

“Of course, this is more difficult for auto part manufacturers because the primary design factors have to be designing the part to fit the car,” she acknowledged. “But when you can design the part to enable distribution—for example, make it more square, less fragile—you reduce packaging and cost.”

Doing the Research

	AMP Research recently repackaged its popular BedX-Tender, breaking it down into an easily assembled item and creating a smaller, more cost-effective box for shipping and shelving.

AMP Research is a case in point. Its recent redesign of BedX-Tender packaging meant a rethinking of the product itself.

“We wanted to sell more product,” explained Mark Wronski, the company’s director of marketing. “Looking at the environments that our distributors and retailers deal in, particularly space, we wanted to make the product more friendly to the size of those environments.”

With a little brainstorming, the company determined that it could break its BedX-Tender down into a quick-assemble item, substantially reducing box size.

“We came up with a package that would protect the parts so that they wouldn’t bang into each other and included good instructions so people could easily put it together themselves,” Wronski said. “From there, we [looked into] the minimal amount of material needed to shape the box. That was a radical change, and there were lots of internal discussions about whether people would want to put a product together.”

Wronski said that the company’s in-house designers worked closely with engineers, field reps, WDs, jobbers and retailers to overcome such concerns. The result was a more economical, highly visible box that fits better on retail shelves.

“We also shifted our materials to a high post-consumer recycled corrugated paperboard, and we used soy-based ink in printing,” he said. “We found that, for relatively the same dollars, we could have a more environmentally responsible package. It follows our product design philosophy: clean, simple, to the point, minimal use of materials, maximum strength.”

	In the great scheme of marketing and branding, the packaging-development process is often just as important as designing the product itself.

Moreover, the concept of integrated marketing now dictates that logos, color, shape, size, type styles, label information and even the packaging materials themselves should blend perfectly to identify and sell a brand.

Selling a Brand

“The whole thing is branding,” said Jim Flowers, a manager in BubbaRope’s business development team. Introduced to the consumer market in 2009, the nylon, military-spec recovery strap’s packaging took Best New Product Packaging honors at the 2010 SEMA Show.

“If you have a clear idea of what your brand is, it’s a lot easier to figure out what doesn’t fit,” Flowers said. “It all starts with an extremely clear vision of what you want to communicate with your brand.”

For its award-winning packaging, BubbaRope’s in-house team conceived a mesh carry-all bag that allows a dirty rope to be tossed in the wash. The bag sports camouflage detailing and a pocket for accessories, plus recovery instructions flavored with “Bubba-style” humor.

“Here in Florida and the southeast, Bubba is a fun name we call each other,” Flowers explained. “It’s a good thing, like a buddy or pal. So we said this is like your buddy rope and called it BubbaRope. Once we did that, we were quickly able to develop the whole genre and packaging. For example, the character in our packaging is Jake—actually a character from a syndicated cartoon called ‘That’s Jake’ that was here in Orlando for 20 years.”

BubbaRope also worked closely with its box supplier to create a clean, highly visible cardboard box that stacks neatly on retail shelves but is also sturdy enough for web-order shipping. Styrofoam and molded plastic packing materials were rejected in favor of plain brown paper. Box sides feature Jake and clear content labeling.

The Science of Packaging Like any other business discipline, there are actually schools for packaging. In fact, The Michigan State University (MSU) School of Packaging, East Lansing, even offers online certification courses and a master’s degree in the field. Faculty member Diana Twede, Ph.D., noted that packaging is both art and science. “Our school focuses more on the science, leaving the art to those involved more in advertising and graphics,” she said. “Our students learn to compare materials and systems from ‘cradle to cradle’—production, marketing, use and disposal.” Along those lines, Dr. Twede offered the following tips for automotive specialty-equipment marketers: Minimize your cube to reduce transport costs. Be aware that the advantages of a “standard” container that fits everything are often outweighed by increased costs. Track damage to identify packaging that needs improvement, and analyze alternatives in shock-and-vibration tests. Above all, foster a close relationship with warehouse distributors and retailers to identify how packaging can improve their operations. While appeal to consumers is the ultimate goal, satisfying the retailers’ needs is what puts your product in customer view. For more information about MSU’s packaging education, available research and publications, visit packaging. msu.edu.

Winner of the 2010 SEMA Show’s Best New Product Packaging Award, BubbaRope sports packaging that combines fun with functionality. The washable rope, logo, shipping box and purposeful mesh carrying bag all work harmoniously to tell consumers everything they need to know about the product and brand.

“We wanted the packaging to be really good but not overly slick and the logo to tell you exactly what the product does.” said Flowers. “The logo makes you smile. Our whole philosophy is to take our customers and product extremely seriously but not to take ourselves too seriously.”

Both BubbaRope and AMP Research were able to brainstorm initial design concepts in-house because their management teams boasted expertise from multiple marketing disciplines, including advertising and graphic design. Smaller or less experienced companies will undoubtedly rely on the many expert advertising and package design agencies throughout the United States and Canada found on the web. Referrals from other manufacturing and business associates can help take the guesswork out of choosing the right designer/supplier at the right price.

A solid relationship with a package designer or box supplier will prove vital not only for new products, but for ongoing lines as well since packaging should always keep pace with new technologies, shipping methods and marketing concepts.

Small-Business Help

“Companies of our size rarely have guys in-house to do design,” said John Perkins, IT director and graphic designer for Scorpion Coatings, which introduced its Al’s Liner DIY spray-on bedliner kit in 2008, then updated the packaging in 2009. Researching automotive outlets, the company discovered that red and blue were common colors for competitor packaging. Scorpion opted to stand out with a bright “hexachrome orange” package. “You can’t miss the box,” said Perkins, adding that he called several box companies to see what was available.

“We ended up going locally to find the most sturdy and cost-effective boxing,” he said. The chosen supplier then sent reps to Scorpion’s facility to assist development of several prototypes. “Our shipping master tested each,” Perkins recalled. “He’d throw it around, beat it up and see how it held up.”

Even after product launch, regular reevaluation of packaging is a must, but any changes in design will also require proper marketing support. When Turtle Wax recently turned to Berlin Packaging’s Studio One Eleven to improve the look and functionality of its flagship Super Hard Shell wax container, the manufacturer followed up with a comprehensive public relations campaign (including YouTube videos) to inform consumers. Otherwise, buyers may have been confused by a known brand seemingly disappearing from retail shelves.

The goal, said AMP Research’s Wronski, is to quickly key consumers into a brand from every touch point—from the advertising to the packaging to the instructions inside to any follow-up communications to the product they hold in their hand.

“Beyond the basic job of holding a part and protecting it in a retail environment,” he said, “when you’re standing across the showroom with all the clutter, can you squint your eyes [and immediately see] something about the shape and color that says ‘that’s our brand and there’s no way to miss it?’”

What’s in the Box?

Packaging has evolved significantly over the past four to five decades. According to Diana Twede, Ph.D., a professor at the Michigan State University School of Packaging, one of the greatest contemporary trends can be summed up in a single word: Plastics.

“Wasn’t Dustin Hoffman’s The Graduate about that long ago?” quipped Dr. Twede rhetorically. “His dad was right. We’re seeing many more plastic shipping containers now, too, especially in the automotive OEM market. Trends in better supply-chain management make reusable plastic containers and pallets more feasible because there are better ways to track and return them to service. Automatic identification has enabled this, too. As for one-way shipping containers, most are still corrugated board, but we’re seeing an increasing trend to shrink- and stretch-wrap packages for products that are suitable in terms of strength.”

In fact, cost and sustainability are driving an overall transformation in packaging strategy. In a March 2011 article, “Why Sustainability Is Winning Over CEOs,” Bloomberg Businessweek reported that besides projecting a socially responsible public image, “sustainable packaging [can dramatically] lower freight and warehouse costs.” A prime example is WalMart’s work with retailers to simplify packaging and switch from oil-based to corn-based plastics for Japan-destined product. “That cut the packaging’s weight by 25% and its cost by 13%, saving more than $195,000 a year,” according to the article, which added that other major merchandizers, such as Target and Sears, are following suit.

To be sure, truly successful package design requires careful thought, research and planning. Unfortunately, the process takes a back seat to product development for many small to medium aftermarket businesses. Dr. Twede asserted that package development should coincide with product development from beginning to end.

“Of course, this is more difficult for auto part manufacturers because the primary design factors have to be designing the part to fit the car,” she acknowledged. “But when you can design the part to enable distribution—for example, make it more square, less fragile—you reduce packaging and cost.”

Doing the Research

	AMP Research recently repackaged its popular BedX-Tender, breaking it down into an easily assembled item and creating a smaller, more cost-effective box for shipping and shelving.

AMP Research is a case in point. Its recent redesign of BedX-Tender packaging meant a rethinking of the product itself.

“We wanted to sell more product,” explained Mark Wronski, the company’s director of marketing. “Looking at the environments that our distributors and retailers deal in, particularly space, we wanted to make the product more friendly to the size of those environments.”

With a little brainstorming, the company determined that it could break its BedX-Tender down into a quick-assemble item, substantially reducing box size.

“We came up with a package that would protect the parts so that they wouldn’t bang into each other and included good instructions so people could easily put it together themselves,” Wronski said. “From there, we [looked into] the minimal amount of material needed to shape the box. That was a radical change, and there were lots of internal discussions about whether people would want to put a product together.”

Wronski said that the company’s in-house designers worked closely with engineers, field reps, WDs, jobbers and retailers to overcome such concerns. The result was a more economical, highly visible box that fits better on retail shelves.

“We also shifted our materials to a high post-consumer recycled corrugated paperboard, and we used soy-based ink in printing,” he said. “We found that, for relatively the same dollars, we could have a more environmentally responsible package. It follows our product design philosophy: clean, simple, to the point, minimal use of materials, maximum strength.”

	In the great scheme of marketing and branding, the packaging-development process is often just as important as designing the product itself.

Moreover, the concept of integrated marketing now dictates that logos, color, shape, size, type styles, label information and even the packaging materials themselves should blend perfectly to identify and sell a brand.

Selling a Brand

“The whole thing is branding,” said Jim Flowers, a manager in BubbaRope’s business development team. Introduced to the consumer market in 2009, the nylon, military-spec recovery strap’s packaging took Best New Product Packaging honors at the 2010 SEMA Show.

“If you have a clear idea of what your brand is, it’s a lot easier to figure out what doesn’t fit,” Flowers said. “It all starts with an extremely clear vision of what you want to communicate with your brand.”

For its award-winning packaging, BubbaRope’s in-house team conceived a mesh carry-all bag that allows a dirty rope to be tossed in the wash. The bag sports camouflage detailing and a pocket for accessories, plus recovery instructions flavored with “Bubba-style” humor.

“Here in Florida and the southeast, Bubba is a fun name we call each other,” Flowers explained. “It’s a good thing, like a buddy or pal. So we said this is like your buddy rope and called it BubbaRope. Once we did that, we were quickly able to develop the whole genre and packaging. For example, the character in our packaging is Jake—actually a character from a syndicated cartoon called ‘That’s Jake’ that was here in Orlando for 20 years.”

BubbaRope also worked closely with its box supplier to create a clean, highly visible cardboard box that stacks neatly on retail shelves but is also sturdy enough for web-order shipping. Styrofoam and molded plastic packing materials were rejected in favor of plain brown paper. Box sides feature Jake and clear content labeling.

The Science of Packaging Like any other business discipline, there are actually schools for packaging. In fact, The Michigan State University (MSU) School of Packaging, East Lansing, even offers online certification courses and a master’s degree in the field. Faculty member Diana Twede, Ph.D., noted that packaging is both art and science. “Our school focuses more on the science, leaving the art to those involved more in advertising and graphics,” she said. “Our students learn to compare materials and systems from ‘cradle to cradle’—production, marketing, use and disposal.” Along those lines, Dr. Twede offered the following tips for automotive specialty-equipment marketers: Minimize your cube to reduce transport costs. Be aware that the advantages of a “standard” container that fits everything are often outweighed by increased costs. Track damage to identify packaging that needs improvement, and analyze alternatives in shock-and-vibration tests. Above all, foster a close relationship with warehouse distributors and retailers to identify how packaging can improve their operations. While appeal to consumers is the ultimate goal, satisfying the retailers’ needs is what puts your product in customer view. For more information about MSU’s packaging education, available research and publications, visit packaging. msu.edu.

Winner of the 2010 SEMA Show’s Best New Product Packaging Award, BubbaRope sports packaging that combines fun with functionality. The washable rope, logo, shipping box and purposeful mesh carrying bag all work harmoniously to tell consumers everything they need to know about the product and brand.

“We wanted the packaging to be really good but not overly slick and the logo to tell you exactly what the product does.” said Flowers. “The logo makes you smile. Our whole philosophy is to take our customers and product extremely seriously but not to take ourselves too seriously.”

Both BubbaRope and AMP Research were able to brainstorm initial design concepts in-house because their management teams boasted expertise from multiple marketing disciplines, including advertising and graphic design. Smaller or less experienced companies will undoubtedly rely on the many expert advertising and package design agencies throughout the United States and Canada found on the web. Referrals from other manufacturing and business associates can help take the guesswork out of choosing the right designer/supplier at the right price.

A solid relationship with a package designer or box supplier will prove vital not only for new products, but for ongoing lines as well since packaging should always keep pace with new technologies, shipping methods and marketing concepts.

Small-Business Help

“Companies of our size rarely have guys in-house to do design,” said John Perkins, IT director and graphic designer for Scorpion Coatings, which introduced its Al’s Liner DIY spray-on bedliner kit in 2008, then updated the packaging in 2009. Researching automotive outlets, the company discovered that red and blue were common colors for competitor packaging. Scorpion opted to stand out with a bright “hexachrome orange” package. “You can’t miss the box,” said Perkins, adding that he called several box companies to see what was available.

“We ended up going locally to find the most sturdy and cost-effective boxing,” he said. The chosen supplier then sent reps to Scorpion’s facility to assist development of several prototypes. “Our shipping master tested each,” Perkins recalled. “He’d throw it around, beat it up and see how it held up.”

Even after product launch, regular reevaluation of packaging is a must, but any changes in design will also require proper marketing support. When Turtle Wax recently turned to Berlin Packaging’s Studio One Eleven to improve the look and functionality of its flagship Super Hard Shell wax container, the manufacturer followed up with a comprehensive public relations campaign (including YouTube videos) to inform consumers. Otherwise, buyers may have been confused by a known brand seemingly disappearing from retail shelves.

The goal, said AMP Research’s Wronski, is to quickly key consumers into a brand from every touch point—from the advertising to the packaging to the instructions inside to any follow-up communications to the product they hold in their hand.

“Beyond the basic job of holding a part and protecting it in a retail environment,” he said, “when you’re standing across the showroom with all the clutter, can you squint your eyes [and immediately see] something about the shape and color that says ‘that’s our brand and there’s no way to miss it?’”

What’s in the Box?

Packaging has evolved significantly over the past four to five decades. According to Diana Twede, Ph.D., a professor at the Michigan State University School of Packaging, one of the greatest contemporary trends can be summed up in a single word: Plastics.

“Wasn’t Dustin Hoffman’s The Graduate about that long ago?” quipped Dr. Twede rhetorically. “His dad was right. We’re seeing many more plastic shipping containers now, too, especially in the automotive OEM market. Trends in better supply-chain management make reusable plastic containers and pallets more feasible because there are better ways to track and return them to service. Automatic identification has enabled this, too. As for one-way shipping containers, most are still corrugated board, but we’re seeing an increasing trend to shrink- and stretch-wrap packages for products that are suitable in terms of strength.”

In fact, cost and sustainability are driving an overall transformation in packaging strategy. In a March 2011 article, “Why Sustainability Is Winning Over CEOs,” Bloomberg Businessweek reported that besides projecting a socially responsible public image, “sustainable packaging [can dramatically] lower freight and warehouse costs.” A prime example is WalMart’s work with retailers to simplify packaging and switch from oil-based to corn-based plastics for Japan-destined product. “That cut the packaging’s weight by 25% and its cost by 13%, saving more than $195,000 a year,” according to the article, which added that other major merchandizers, such as Target and Sears, are following suit.

To be sure, truly successful package design requires careful thought, research and planning. Unfortunately, the process takes a back seat to product development for many small to medium aftermarket businesses. Dr. Twede asserted that package development should coincide with product development from beginning to end.

“Of course, this is more difficult for auto part manufacturers because the primary design factors have to be designing the part to fit the car,” she acknowledged. “But when you can design the part to enable distribution—for example, make it more square, less fragile—you reduce packaging and cost.”

Doing the Research

	AMP Research recently repackaged its popular BedX-Tender, breaking it down into an easily assembled item and creating a smaller, more cost-effective box for shipping and shelving.

AMP Research is a case in point. Its recent redesign of BedX-Tender packaging meant a rethinking of the product itself.

“We wanted to sell more product,” explained Mark Wronski, the company’s director of marketing. “Looking at the environments that our distributors and retailers deal in, particularly space, we wanted to make the product more friendly to the size of those environments.”

With a little brainstorming, the company determined that it could break its BedX-Tender down into a quick-assemble item, substantially reducing box size.

“We came up with a package that would protect the parts so that they wouldn’t bang into each other and included good instructions so people could easily put it together themselves,” Wronski said. “From there, we [looked into] the minimal amount of material needed to shape the box. That was a radical change, and there were lots of internal discussions about whether people would want to put a product together.”

Wronski said that the company’s in-house designers worked closely with engineers, field reps, WDs, jobbers and retailers to overcome such concerns. The result was a more economical, highly visible box that fits better on retail shelves.

“We also shifted our materials to a high post-consumer recycled corrugated paperboard, and we used soy-based ink in printing,” he said. “We found that, for relatively the same dollars, we could have a more environmentally responsible package. It follows our product design philosophy: clean, simple, to the point, minimal use of materials, maximum strength.”

	In the great scheme of marketing and branding, the packaging-development process is often just as important as designing the product itself.

Moreover, the concept of integrated marketing now dictates that logos, color, shape, size, type styles, label information and even the packaging materials themselves should blend perfectly to identify and sell a brand.

Selling a Brand

“The whole thing is branding,” said Jim Flowers, a manager in BubbaRope’s business development team. Introduced to the consumer market in 2009, the nylon, military-spec recovery strap’s packaging took Best New Product Packaging honors at the 2010 SEMA Show.

“If you have a clear idea of what your brand is, it’s a lot easier to figure out what doesn’t fit,” Flowers said. “It all starts with an extremely clear vision of what you want to communicate with your brand.”

For its award-winning packaging, BubbaRope’s in-house team conceived a mesh carry-all bag that allows a dirty rope to be tossed in the wash. The bag sports camouflage detailing and a pocket for accessories, plus recovery instructions flavored with “Bubba-style” humor.

“Here in Florida and the southeast, Bubba is a fun name we call each other,” Flowers explained. “It’s a good thing, like a buddy or pal. So we said this is like your buddy rope and called it BubbaRope. Once we did that, we were quickly able to develop the whole genre and packaging. For example, the character in our packaging is Jake—actually a character from a syndicated cartoon called ‘That’s Jake’ that was here in Orlando for 20 years.”

BubbaRope also worked closely with its box supplier to create a clean, highly visible cardboard box that stacks neatly on retail shelves but is also sturdy enough for web-order shipping. Styrofoam and molded plastic packing materials were rejected in favor of plain brown paper. Box sides feature Jake and clear content labeling.

The Science of Packaging Like any other business discipline, there are actually schools for packaging. In fact, The Michigan State University (MSU) School of Packaging, East Lansing, even offers online certification courses and a master’s degree in the field. Faculty member Diana Twede, Ph.D., noted that packaging is both art and science. “Our school focuses more on the science, leaving the art to those involved more in advertising and graphics,” she said. “Our students learn to compare materials and systems from ‘cradle to cradle’—production, marketing, use and disposal.” Along those lines, Dr. Twede offered the following tips for automotive specialty-equipment marketers: Minimize your cube to reduce transport costs. Be aware that the advantages of a “standard” container that fits everything are often outweighed by increased costs. Track damage to identify packaging that needs improvement, and analyze alternatives in shock-and-vibration tests. Above all, foster a close relationship with warehouse distributors and retailers to identify how packaging can improve their operations. While appeal to consumers is the ultimate goal, satisfying the retailers’ needs is what puts your product in customer view. For more information about MSU’s packaging education, available research and publications, visit packaging. msu.edu.

Winner of the 2010 SEMA Show’s Best New Product Packaging Award, BubbaRope sports packaging that combines fun with functionality. The washable rope, logo, shipping box and purposeful mesh carrying bag all work harmoniously to tell consumers everything they need to know about the product and brand.

“We wanted the packaging to be really good but not overly slick and the logo to tell you exactly what the product does.” said Flowers. “The logo makes you smile. Our whole philosophy is to take our customers and product extremely seriously but not to take ourselves too seriously.”

Both BubbaRope and AMP Research were able to brainstorm initial design concepts in-house because their management teams boasted expertise from multiple marketing disciplines, including advertising and graphic design. Smaller or less experienced companies will undoubtedly rely on the many expert advertising and package design agencies throughout the United States and Canada found on the web. Referrals from other manufacturing and business associates can help take the guesswork out of choosing the right designer/supplier at the right price.

A solid relationship with a package designer or box supplier will prove vital not only for new products, but for ongoing lines as well since packaging should always keep pace with new technologies, shipping methods and marketing concepts.

Small-Business Help

“Companies of our size rarely have guys in-house to do design,” said John Perkins, IT director and graphic designer for Scorpion Coatings, which introduced its Al’s Liner DIY spray-on bedliner kit in 2008, then updated the packaging in 2009. Researching automotive outlets, the company discovered that red and blue were common colors for competitor packaging. Scorpion opted to stand out with a bright “hexachrome orange” package. “You can’t miss the box,” said Perkins, adding that he called several box companies to see what was available.

“We ended up going locally to find the most sturdy and cost-effective boxing,” he said. The chosen supplier then sent reps to Scorpion’s facility to assist development of several prototypes. “Our shipping master tested each,” Perkins recalled. “He’d throw it around, beat it up and see how it held up.”

Even after product launch, regular reevaluation of packaging is a must, but any changes in design will also require proper marketing support. When Turtle Wax recently turned to Berlin Packaging’s Studio One Eleven to improve the look and functionality of its flagship Super Hard Shell wax container, the manufacturer followed up with a comprehensive public relations campaign (including YouTube videos) to inform consumers. Otherwise, buyers may have been confused by a known brand seemingly disappearing from retail shelves.

The goal, said AMP Research’s Wronski, is to quickly key consumers into a brand from every touch point—from the advertising to the packaging to the instructions inside to any follow-up communications to the product they hold in their hand.

“Beyond the basic job of holding a part and protecting it in a retail environment,” he said, “when you’re standing across the showroom with all the clutter, can you squint your eyes [and immediately see] something about the shape and color that says ‘that’s our brand and there’s no way to miss it?’”