Two important marketing aspects are packaging and sale

Packaging and point of sale

For the small firm packaging can be an expensive nightmare. Despite the best efforts of environmentalists, packaging is still a vital part of getting stockists to list your product and attract the consumer. It must be attractive, informative, protective, functional, convenient and help sell the goods. Labelling is getting ever more complicated in terms of type size, ingredients, care instructions, CE marks, bar codes, nutritional information and place of origin. And don't forget the influence of colour under different display lighting, and connotations in different countries if you are exporting.

You may need two sorts of packaging: a tough outer to protect in transit, and that which is seen on the shelf. Packaging suppliers, like printers, specialise in different types. For small runs you will probably have to use a wholesaler, but for specially designed and printed boxes go direct. Like printing, the unit cost will only come down if you order long runs. For example, full-colour labels of a reasonable size will cost about a penny, but only if you order 100,000. Before embarking on any packaging it is best to see your stockist and ask what they are looking for.

Look at how the competition is displaying its wares. For example, some products are designed for specific racks, and if yours does not fit, it won't reach the shelves. Box makers tend to stick to either corrugated or solid board; some do complex colour printing, others stick to basics. There are now few willing to produce short, hand-made runs. Part of the cost is making the cutter, so for simple boxes a good tip is to ask the box maker what standard runs he is doing and ask that the machine be left running for another five minutes for your order.

There is a good theory that delicate goods - jam in jars, for example - should be just shrink-wrapped on a tray base, so that the many handlers can see that CARE: GLASS! means what it says. Transit packs need 'This way up' and any other instructions - no hooks, or do not stack more than three high. Most goods are now shrink-wrapped and palletised for ease of handling.

Care leaflets

If instructions for assembly are involved, get the 'village idiot' to check one through without reference to you. It is often quite surprising how the simplest instruction is overlooked - because you know what is coming next. Where possible, screen print instructions on the product as well as a separate leaflet. Pictograms are also helpful. Trading standards officers can advise (free) on what legislation demands of leaflet information, though interpretation seems to differ between authorities.

Point of sale

POS display material is provided by the manufacturer to the stockist to highlight the goods at the critical moment of decision: the point of sale. A trip round any grocer's stockroom will highlight that there is more waste here than in almost any other sphere of marketing activity. You will see leaflet dispensers, posters, racks, price lists, coasters, showcards, catalogues - down to Open/ Closed door signs. Some POS material will be very helpful and appreciated, but please talk to your stockist before rushing into print. The POS Centre at Unit 3, Omni Business Park, Stadium Way, Harlow CM19 5FT (01279 207211) stocks a wide range. Shop Equipment News (publishers EMAP) is a good place to look for additional suppliers.

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