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Summit Media Group’s VP Digital & Custom Media Dave Newcorn will present on the topic of the
packaging buying cycle at The Packaging Conference 2014, February 3-5 in Orlando, FL.
The preponderance of product information now available online has transformed how today’s B2B
companies make purchase decisions. Sales representatives are often contacted long after their
customers have fully researched their products, services and competition. At​ The Packaging Conference​ ,
February 3-5 in Orlando, Summit Media Group’s VP Digital & Custom Media, Dave Newcorn, will look at
how the Internet-enabled buyer has changed the traditional buying cycle for packaging equipment,
containers, materials and services.
In his presentation “Mastering the Packaging Buying Cycle for Fun and Profit,” Newcorn will present
proprietary research from Packaging World. Study results will shed light on both packager and supplier
behavior, and offer insights on how buyers and sellers can position themselves to best leverage the new
paradigm.
Packaging World is the exclusive media partner for this year’s event. The Packaging Conference will be
held at Rosen Shingle Creek in Orlando, FL. More information on the conference is available at
www.thepackagingconference.com​ .
Packages that need a makeover
Some packages have been annoying for so long that it seems as if manufacturers are teasing us all. Why,
in 2013, must consumers open a box of farina pretty much as they have for decades, by pushing in a
cutout on the side of the box? How many times have you opened a bag of chips only to have it split and
spill the contents?
Patrick Reynolds, editor of the trade publication ​ Packaging World​ , blames economics. “These are mostly
low-margin, commodity products that yield small profits,” he says. “There isn’t a lot of motivation for
companies to rip out equipment in their plants that’s bought and paid for and invest in new machinery, no
matter how horrible the packaging.” Frito-Lay, for instance, abandoned an experiment to outfit snack bags
with a resealable zippered closure because of cost, says Joe Angel, publisher of Packaging World, and
besides, “they want people to eat all the chips all at once.”
We’ve rounded up some familiar culprits and contacted companies to find out why they couldn’t do better.
Kettle chip bag
The issue. You need a strong but delicate touch to pull the bag open without causing it to split apart and
spill chips.
The company’s response. “It’s always great to hear from a fan. We want you to know that we are always
looking to improve based on feedback from our consumers.” Then the company offered us coupons.
Comet Cleanser
The issue. The cardboard container and metal top deteriorate in moisture, and powder kicks up through
holes in the nonclosable lid when you set it down.