March 25, 2019
I recently heard veteran salesman Bill Farquharson present to a gathering of seasoned paper and packaging professionals. Farquharson literally wrote the book on The 25 Best Print Sales Tips Ever!, and he immediately had the crowd’s attention as he spoke on how to up your sales game. He reminded folks that activity and staying busy are not the same as being productive.
The dictionary defines being productive as yielding results, benefits, or profits. We all strive to get more out of life, whether it is increasing sales to clients or finding more time to watch our kids on the field. We struggle with getting it all done. It strikes me that the paper materials that take care of important shipping and branding, help deliver printed nutritional and health information, or help us move through our day as we check things off our to-do lists are highly valued by people who get stuff done.
The research conducted by the Paper & Packaging – How Life Unfolds® campaign shows it’s true. Those who have seen the ads report that they are more likely to print documents, presentations, and reports (up 14 percent since the start of the campaign). These folks like to be productive in business. They also say they are more likely to purchase products packaged in paper-based packaging versus plastic packaging (up 8 percent). And they are more likely to ask for paper bags over plastic when given a choice (up 10 percent).
But what about digital productivity? What about the phones that keep our calendars, show us the way to new destinations, and remind us to pick up our kids? According to market research firm eMarketer, consumers spent more than 12 hours a day with media of all kinds in 2018, with more than half spent on digital devices (desktop and phones).* Yet, importantly, consumers say paper continues to play an important role even as technology becomes more advanced, with 80 percent of people who have seen the ads agreeing.
Paper materials serve an important purpose. Research shows that, given the choice to use paper, packages, and printed pieces, people value them to help organize activity into productivity, help achieve their goals, and live abundantly.
Joan Sahlgren is senior director of public relations at the Paper and Packaging Board. She can be reached at jsahlgren@paperandpackaging.org.
