by Paul Travis, Interim Management Executive

I was reminded of the importance of packaging a few weeks back at the Pyramid Ale House in Seattle. As an alternative to coffeehouses, this place is one I find very convenient for “holding court” (serial meetings) in Seattle — how can you go wrong with free parking, wi-fi, and convenience to major highways?

Presuming the glass on the left were full with the same beverage, which would you reach for?

Nearly everyone I’ve asked has said the one on the right. Reasons: it looks more shapely; easier to hold; and by far the winner, there’s more beer.

Fact is, the glasses have identical capacity — 16 oz! (Out of disbelief, I tested — pouring from one to the other).

In the information-marketing world (books/tapes/etc) it is well known that a CD in a cardboard envelope tops out at about $19 whereas the same CD and a booklet in a plastic “folio” container can get as much as $49.

How much more could you charge for the beer on the right (well-marketed, of course)?

Remember, you can create value through differentiation within your own product line — most of which drops right to the bottom line.

So, how can you improve your packaging today?

Paul Travis is a veteran interim management executive with OneAccord who helps companies create screaming value propositions. He can be reached at Paul.Travis(at)oneaccordpartners.com or 206.910.2222. To learn more about Paul Travis, you can view his profile at OneAccord or his blog 2020 Marketing.