Some people were born to become accountants. Some plumbers, some electricians, some office drones, and some – like your humble narrator – marketers. Then there is David Silva. He was born to create dinosaurs and sell them on the internet.

This is not an exaggeration. In 2016, David launched his product line, Beasts of the Mesozoic: Raptor Series Action Figures on Kickstarter. Over the course of the campaign, 2,661 backers pitched in over $350,000 to help him make his dream become reality. Thus, Beasts of the Mesozoic – a line of “1/6th scale scientifically accurate dinosaur action figures, with great detail and articulation” was born. He plans to launch another Kickstarter on September 17, 2019.

(Don’t feel like waiting? You can buy his dinosaurs right now!)

At Fulfillrite, we have the pleasure of fulfilling all kinds of projects – many of which are incredibly creative. As David is a client of ours, we thought “why not do an interview? He has a fantastic story!” Simple as that, I had him on the phone for about half an hour, talking about how he got into this paleontological business, what his days look like, and more.

With this in mind, please enjoy this bio of David Silva of Creative Beast, LLC.

Who is David Silva and What Does He Do?

David has a storied background in the toy industry. He has previously worked for Hasbro and McFarlane Toys, and currently works for NECA. He makes dinos by day and toys by night.

The dinosaur you see pictured above, and indeed, every other one you see in this post was made by David. He designs and sculpts the original castelline* models for each dinosaur. The sculpted parts are then molded and cast into resin in the US. The resin parts are shipped to the factory and metal tooling molds are created. From these metal molds, parts are injected in plastic and then painted and assembled into action figures.

The entire process can take between 6 and 12 months, sometimes longer depending on the amount of figures that need to be made. The final products are then sent to our warehouse where they are stored. When orders come in, we fill them.

Every single dinosaur is carefully crafted. David got his start by learning about dinosaur anatomy, then branching out from there. David hopes to eventually branch out into wildlife and fantasy creatures. Having spoken with him and heard the outline of his resume, I can see it happening. Not only does he create the products himself, but he also designs the packaging and handles quality assurance. He’s not merely creator, but a savvy entrepreneur as well.

* A type of wax-based clay

Linheraptor exquisitus

A Typical Day in the Life of a Dinosaur Designer

David’s days are long but satisfying ones. He wakes up around 7 am, answers some customer service emails, and takes care of small errands. He dedicates the next few hours to sculpting. After that, he exercises and goes to his job at NECA and works a full shift. He returns to home at about 10 and goes to sleep a few hours later.

David works long hours and has a lot of products to ship. You’ll notice that he doesn’t have to ship his own items too often – we handle the highest volume products for him. Specifically, we fulfill the Beasts of the Mesozoic Raptor product line. Otherwise, the strain of filling orders would cut into something else – dedicated sculpting time, the day job, or personal time.

As if that weren’t enough, he told me he doesn’t have room to warehouse all the dinosaurs. I can’t blame him – a man’s home shouldn’t have to function as a museum!

Digging for Fossils on Kickstarter

David tried to get established companies to carry the action figures, but their business models skew heavily toward licensed products. As high-quality and in-demand as the dinosaurs may be, they never quite fit in the portfolio. So he took it to Kickstarter and the rest is history.

His Kickstarter says it best:

Beasts of the Mesozoic is a line of scientifically accurate, highly detailed, and articulated dinosaur action figures. Being a serious toy collector myself, I’ve seen great advancements in the toy market the past several years with innovative companies raising the bar of what’s possible with detail, articulation, and value. However, despite my love for dinosaurs and for toys, my dinosaur toy shelf is surprisingly small compared to the other collections I have.

Why? Well, they simply haven’t changed much at all in the past several decades and honestly aren’t that good compared to other action figures. It just doesn’t seem like you get much for your money. I for one am ready for some good dinosaur toys worthy of my shelf space and my money, aren’t you?

Keep Up with David Silva

If you like David’s story or the dinosaurs that he has created, there are a few ways you can keep in touch. As I mentioned above, he plans to launch another Kickstarter on September 17, 2019. Keep an eye out for that! He’s also coming to Comic-Con in San Diego. You can find him in B-03!

You can also follow him on Facebook, Twitter, and Instagram.

A type of wax-based clay.

For private label brands who understand the value of a strong product brand, there has never been a better time to leverage your product brand on Amazon.

Whether you’re an established Amazon business with great sales or an emerging seller just starting out, there’s one fact you cannot ignore: If you want enduring success in the ever-changing world of Amazon, you can’t ignore the importance of having a strong brand.

Just ask sellers who have seen reliable, consistent growth on Amazon how they achieved success. They’ll likely tell you that optimizing their listings, using the right keywords, and hiring a listing expert got them to the top, but it was their brand that helped them stay there.

Because when people form genuine relationships with your brand and connect emotionally to what you’re selling, they’re bound to become loyal customers. And because once you’ve done all you can to maneuver Amazon’s algorithms, get to the top of Amazon’s rankings, and control who sees your product, when, and how often, one simple fact remains: Products don’t sell. Brands do.

Once you have a brand and not just a product, the opportunity you have to leverage Amazon’s platform to build your brand and compete with large, established brands is staggering. Just consider the following statistics:

– 80% of shoppers use Amazon to discover new products or brands

– 53.4% of shoppers are more willing to buy a brand they’re not familiar with on Amazon than they would be on any other store.

That means that if you’re a small brand looking for big sales and long-term growth in the ever-changing, ever-profitable Amazon ecosystem, now’s the time to leverage Amazon’s platform to build your brand. And you won’t even need a 100K+ marketing budget to do it.

Wondering how, specifically, a solid product brand will help you reach your goals? Here are 6 reasons.

1. A strong brand allows YOU to control buyer perception.

Your business isn’t what you say it is—it’s what they say it is. With a strong brand, people will have fewer misconceptions about who you are, what you represent, and the unique benefit your products offer them. A clearly defined brand identity ensures you’re seen the way YOU want to be.

2. You can charge a premium.

Weak brands often end up stuck in un-winnable price wars. But while they’re competing on pennies, they’re losing dollars. With a good brand that customers connect to, your perceived value will be higher, and you can charge more. In short, give customers a great experience, and you beat the competition, at any price.

3. You’ll attract more of the right customers.

As the playing field becomes more saturated, those without strong brands increasingly struggle to acquire new customers. But successful brands understand that customers buy products based on emotion, not just logic. If you understand who your target customer is and arm yourself with a powerful brand that resonates with them, you’ll stand out from competitors and get more new customers in the door.

4. You’ll be more memorable.

In today’s noisy marketplace, dull, weak brands lack that X-factor blend into the background. A strong, consistent brand, however, sticks in the mind and makes a lasting first impression, so you’ll be at the top of their mind next time they need your product.

5. You’ll build loyalty—and profits to match.

Without a strong brand, you need to constantly pour money into your marketing to stay in front of customers. With customer acquisition costs constantly on the rise, you’re likely hurting not just your margins, but also your long-term growth. Strong brands engender loyalty, and loyal customers are by far your most profitable. When they like and trust you, they’ll keep coming back again and again—and tell their friends about you, too.

6. You’ll gain independence and opportunities for growth.

Leaving your business’s success in the hands of a third party may be stunting your growth—and leaving your business vulnerable. With strong, healthy brand, you don’t need to be dependent on an overcrowded third-party platform. You can build a thriving business and customer base on your terms, and ultimately extend your opportunities way beyond Amazon.

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The Bottom Line for Amazon Sellers

Ultimately, Amazon sellers are in need of a paradigm shift: rather than consider themselves Amazon sellers, they should consider themselves a brand; and Amazon as their primary distribution channel. In this model, every customer touchpoint, rather than being just another step in the sale, becomes another opportunity to communicate their brand message/story and cultivate more loyalty toward their brand.

When you focus on building your brand the right way, you can be sure that you’ll not only grow your sales in the short term, but you’ll be setting up your business to succeed far into the future.

Want to learn how to implement some of these branding techniques into your current Amazon business? Check out Meny Hoffman’s free guide, “7 Simple Ways to Build Your Product Brand on Amazon.” The guide offers practical tools and tips for leveraging your product brand on Amazon’s platform, so you can stand out and sell more.

Ready to dig deeper? Schedule a free 30-minute “Brand Audit” with Meny Hoffman.

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Meny Hoffman is the CEO of Ptex Group, an award-winning marketing, branding, and business solutions agency headquartered in Brooklyn, NY. A lifelong entrepreneur, he is passionate about collaborating with growing businesses to create winning strategies that allow them to lead and flourish. Meny is also the founder of the LTB (Let’s Talk Business) platform, which offers business education to entrepreneurs and businesspeople looking to learn, grow, and lead. He is a proud husband and father of seven.

1. Allows you to control buyer perception
2. You can charge a premium
3. You’ll attract more of the right customers
4. You’ll be more memorable
5. You’ll build loyalty – and profits to match
6. You’ll gain independence and opportunities for growth

The following is a guest post by Beth Owens of noissue. Noissue specializes in custom packaging that is gorgeous, unique, and eco-friendly.

Packaging is an important consideration for any business, but especially for eCommerce operations. Shipping orders is a huge expense, so you want to make sure that your packaging design is as effective as it can be. But this isn’t just about saving money where you can. It’s also about making sure that you are delivering the right impression to your customer. Here are our top 3 tips for choosing a packaging design that benefits your order fulfillment strategy.

1. Keep it light

Being able to build up a global customer base is a massive boon for eCommerce companies. But it does come with some drawbacks too. Namely, shipping costs will be one of your biggest expenses. However, this expense is at least partially dependent upon your packaging design. The fact is, the larger and heavier your packages are, the more they will cost you to send!

Choosing a cost-effective design comes down to evaluating your own needs carefully. How fragile are your products? What is the average weight/size? Where are the majority of your customers based? These questions are important to consider, as the best packaging designs rest on one principle: efficiency. You need to cut down on the bulk as much as possible, whilst still maintaining the integrity of your design.

Box sizes

One of the most common mistakes that businesses make is choosing the wrong box size. Many end up with boxes that are too big for the products they are shipping. This isn’t expensive just from the perspective of postage costs. There is also the cost of filler materials to stop your products from rattling around. By choosing a smaller size, you can limit the need for filler, creating a more cost-effective design.

Return-ready packaging

Buying online comes with its own risks, namely that customers can’t examine a product before purchasing. This means that an easy returns process is something that customers value highly. Surveys show that 92% would buy again from a brand with a straightforward returns process. This doesn’t just mean terms and conditions, but also the means to return goods. By choosing packaging that can be sent straight back to your warehouse, you eliminate the need to provide extra materials for this purpose.

Using mailers

Some businesses don’t even need to use boxes at all! Boxes make up a huge proportion of packaging costs. So, cutting these out completely, or even partially, will save you a lot of money. If some of your goods are small or lightweight, mailer envelopes are a really great option due to their low weight and cost. Noissue’s mailers are also 100% compostable, providing an easy solution for both businesses and their customers.

2. Give your customers a custom-branded experience

Our customer The Sabah Dealer using noissue custom tissue in their gift box.

Let’s look at two different scenarios:

• Example 1: Your product arrives in generic packaging
• Example 2: Your product arrives in attractive, premium packaging with branding elements

Which one do you think is going to engage your customer the most, and stick in their mind long-term?

Packaging feeds brand perception because it’s the first real touchpoint that customers will have with your brand. So, first impressions really do matter! Custom-branded packaging is effective because it tells your customer something about your ethos. It says that you are different and that you want every interaction with your brand to be memorable. By comparison, what does generic packaging say about your brand? Nothing at all. And when you are trying to stand out to your customer, that is a problem.

Unboxing, or the attractive, curated presentation of products, has become a phenomenon because it occurs when your customer is at their most amenable. They have already made the transaction, and are eagerly awaiting delivery. So, anything they receive besides the product carries a “value-added” perception. This makes unboxing a genius piece of post-purchase marketing. Because it occurs AFTER the sale, it represents a deeper level of care and attention to detail. This is what makes unboxings interesting and thrilling for customers.

Creating a custom packaging experience sounds intimidating, but it doesn’t have to be. Even small additions, such as customized stickers or packaging tape, go a long way towards personalizing your delivery. Custom tissue paper also offers a really versatile option. As well as adding some flair and dramatism to your package, it also provides a big canvas for important branding elements, such as your logo or selling channels.

3. Be environmentally responsible in your packaging design

This last point doesn’t always get discussed in relation to fulfillment. But in 2019, it really bears thinking about. The fact is, packaging is responsible for a lot of waste. According to a 2015 study by the EPA, packaging materials make up around 37% of all landfills. Consumers are much more environmentally-conscious than they once were, and they want to know what businesses are doing to reduce their footprint. According to a Cone Communications Study, a whopping 91% of consumers now expect businesses to take steps to address both social and environmental issues.

The takeaway: All businesses are now expected to take steps to become more sustainable, even if “sustainability” isn’t a part of their brand image. And let’s be honest: this is something we all have a responsibility to invest in.

Your packaging design presents one of the most straightforward ways for you to channel a more sustainable approach. In fact, over a third of consumers consider both the type and amount of packaging to indicate a brand’s stance on environmentalism. This makes packaging an important marketing channel for your sustainability efforts.

3 ways to make your packaging design more sustainable

Reduce: Don’t over-package

Multi-layered packaging is a strategy used by brands to channel a more luxury feel. But to today’s more environmentally-conscious consumers, boxes within boxes or endless layers of cellophane is unnecessary and wasteful. Naturally, this doesn’t spell good news for your brand image. Moreover, reducing the amount of resources your design needs is the first step toward greater sustainability. By channeling a more minimalist approach in the first instance, you are cutting down on the amount of materials that need disposing of.

Reuse: Reusable packaging

Most packaging has a very short life cycle – it has served its purpose once the customer receives their order. After this point, it’s destined for disposal. So, if we choose packaging with more than one possible use, we can create a circular economy of reduced waste. Most of us keep some empty boxes handy from online orders because they are useful for organizing or transporting things. This outlook can be easily applied to other packaging elements as well! Using cloth pouches to hold your products, for example, has many applications in comparison to single-use soft plastic. It also gives your brand a much more premium look!

Recycle: Maximise the use of renewable materials

Many conventional packaging materials cause environmental issues. Why? Because they aren’t designed with the environment in mind. Soft plastics and polystyrene are not recyclable and are extremely slow to biodegrade. This leaves few responsible disposal options available to consumers. Limiting these materials where possible and maximizing sustainable alternatives will go a long way towards lowering the impact of your packaging. Papers and cardboard, for example, provide multiple reuse and recycling options for consumers. For this reason, 71% of consumers said they were more likely to buy from brands who use paper or cardboard packaging. Newer innovations, such as biodegradable packaging materials like corn starch and sugarcane, also present new opportunities for brands to show off a more eco-friendly approach!

Final Thoughts

Today, packaging design isn’t just important in terms of keeping your orders safe and lowering your shipping costs. It’s also about the brand image it represents. In eCommerce, packaging is a vital touchpoint with your customer base. This makes it a powerful tool for shaping brand perception. The materials you use and whether it reflects your brand all play into how your customer perceives you at the moment of delivery. If you invest effort into this area, you stand to gain far more than just cost savings!

Beth Owens is the Content Strategist and resident unboxing expert at noissue. Their premium custom tissue paper is acid-free and FSC-certified as being socially and environmentally responsible in its production. Their low minimum order quantities and quick turnarounds mean that they are suited to help everyone, from small independent businesses to Fortune 500 companies.