Even if we don’t admit it, some of the same things that we were excited about as kids still give us the same feelings as adults. Online retailers finally figured this out and as marketers, we can tap into the same ideas and principals.
It’s the excitement and anticipation of opening a gift — even if we already know what’s inside. A curated and thoughtful unboxing experience makes the consumer feel special and it increases the perceived value of their purchase. More and more companies are upping their game by shipping orders in colored or patterned boxes, carefully wrapping the items in fancy tissue paper or placing them in cloth bags, enclosing a personalized note or putting your receipt in a nice envelope. When you receive a package like this, you are excited to open it for more reasons than just the item inside.
We can apply this theme to many other aspects of marketing a business — even if the company does not offer something tangible. It’s the attention to detail and the element of surprise that can make the customer (or potential customer) feel special and elevate your brand.
Add a surprise to your next promotion to make your audience excited to dive in. This could add cost to your campaign, but if it draws attention and conversation, it is well worth it.
The possibilities are endless, but here are some examples to get the wheels turning:
- Design a direct mail piece with a unique shape or even put it in a padded envelope with a clever item that aligns with a campaign. Anthropologie’s birthday mailings are great inspiration.
- Everyone loves a giveaway, and promotional items are a great way to boost brand awareness. Consider taking it to the next level by packaging it or surprising your audience with something unconventional. Jet Marketing recently branched
out with miniature chairs as part of a school health center campaign to keep students out of the nurse’s office and in their chairs.
- Add foil or print your business card on a heavy or unique paper. Use an interesting pattern or quote on the reverse side of the card to invoke emotion.
- Present a proposal or bid in a pocket folder or bind it in a unique way to make it memorable.
Keep it unexpected, interest the audience, and don’t forget your end goal. In an increasingly impersonal world, this mindset will add personal elements to your product or service. A plain brown box just doesn’t cut it anymore.
Katie O’Hara, Project Manager
Katie loves the challenge of finding ways to help clients stand out in a crowded world. She believes that finding inspiration in unlikely places is the key to great ideas.