Is Your Packaging Ruining Your Messaging?

I still remember lumpy mail. I’ve sent lots of direct mail pieces over the years, and I’ve been a longtime fan of 3D packaging because of the significantly better open rates. Compared to traditional direct mail with average open rates hovering under 1 percent, lumpy mail can deliver up to 9 percent for house lists according to the Direct Marketing Association. In fact, according to the DMA, prospect lists can reach average open rates of 5 percent. I’ve mailed lumps of coal to compare the business process I was pitching to turning coal into diamonds — “results well worth the wait.” I’ve sent small bags of sand to incentive winners in the package announcing their hard work had earned them a trip to the beach. But, of course, clients have also asked for things like pens, USB drives, or magnets for a program. These “me-too” requests dashed the joy of opening lumpy mail with something ordinary destined only to languish in a desk drawer. Sure, 3D campaigns are more expensive, but when done properly, the ROI is worth it.

Which brings me to the total fail in mail messaging I received this week from Snake River Farms. If you’re not familiar, SRF sells American Wagyu and Prime steaks direct to consumers at VERY premium prices. SRF’s marketing claims that the company’s steaks are served in Michelin-starred restaurants across the U.S. A two-and-a-quarter ounce American Wagyu Gold Grade Cowboy Steak will only set you back $115.00 right now, before shipping. If only it wasn’t sold out. I know, but that’s just the way marketing speak can work.

That said, having lived a life full of experiences, especially experiences related to food, I know fully well that some things are both expensive and without question worth the price. My son had a birthday coming up and fancies himself a grill master, so I thought that some steak from Snake River Farms might make the perfect special gift, albeit a pricey one. When the steaks arrived, my son reported they not only arrived exactly on time and incredibly well-packed, it was also easily the BEST STEAK HE EVER TASTED.

Of course, I am now on the SRF mailing list, and an offer for a logoed Yeti Lowball Rambler that was sent my way managed to catch my eye. And what bigger sucker for good identity merchandise than someone who bought it for a living? I ordered the Yeti as a (cheaper) gift for the SRF fan in my family and paid $9.99 in shipping from the Boise corporate office.

What’s the problem? Well, you can see from my photos that the single Yeti Lowball Rambler arrived packed in dry ice inside a nicely branded, reusuable insulated bag. That reusable insulated bag was then slipped inside a cardboard form, with even more insulation. I can imagine there was enough room for a large chilled gift pack of steaks inside the vast expanse of that box — if I could only afford one.

Adding insult to the significant waste of natural resources and carbon footprint was the messaging included just inside the package in large font: “RECYCLE ME! We are making a difference! Our corrugated is 100% recyclable. Our liner is 100% recyclable or compostable.” As we know, the very best of intentions in messaging (or sustainability practices) can deliver just the opposite of what is intended when kitting is not well thought out, well documented, and supervised.

Snake River Farms is a brand of Agri Beef, a family-owned company with more than 50 years of experience in the industry. I reached out to them after they had seen a couple of my posts shared on social media and, to be fair, they replied, saying: “We are embarrassed that is how the Yeti Rambler was packed. We are experiencing new work force at our fulfillment center, and while that is no excuse for not following the process to ship dry goods, it has been a hurdle for us.” In a chat text from customer service, Rose told me, “This is being addressed with our fulfillment center to ensure that does not happen again. We pride ourselves on sustainability and would never want to pack an order with excess waste. The environment is crucial to our business and we are so sorry that this is how SRF was represented at your doorstep. We completely understand and share your frustration. It is completely unacceptable. It is not efficient for you, the environment, or for us.”

While that was an excellent response to a consumer issue from Snake River Farms, as my Mom used to say regularly: You never get a second chance to make a first impression. There’s lot to learn from the experience here, especially if you’ve positioned your product at a premium level. If you or your client pride yourselves on sustainability, and the environment is also a crucial part of your messaging, attention to the details in packaging and kitting is critically important.

What has also become worth an additional look is your sourcing on hand sanitizer. I am amazed at the number of folks still searching on the Facebook Promotional Professionals page for sanitizer and specific packaging needs. The number of products the FDA has announced containing dangerous methanol grows by the week, now exceeding 75. Some of these products have already been recalled, others are recommended for recall. "Methanol is not an acceptable active ingredient for hand sanitizers and must not be used due to its toxic effects," the FDA said, adding its investigation of methanol in certain hand sanitizers continues. Your best bet is to check back to the FDA list often, just to be safe.