In today’s digital age, where most first impressions are made online, brands constantly seek new and innovative ways to connect with customers. Unboxing, the act of opening and revealing a product or branded kit, has emerged as a captivating marketing tool, delighting customers and racking up views and shares on social media platforms like YouTube and Instagram.
But what is it about unboxing that is so enchanting? And why should your brand care about it?
Unboxing is a powerful way to drive brand engagement and make a memorable connection with your audience. When customers open a package from your brand, they are experiencing your brand firsthand. This sensory engagement creates a lasting impression, transforming a mere transaction into an unforgettable moment.
Why is unboxing so crucial for brands?
There are a few reasons why unboxing is a critical element in your brand marketing strategy.
- It creates a sense of anticipation and excitement. When customers know they have a package from you, they eagerly anticipate opening it. This makes a positive emotional association with your brand.
- It allows you to tell your brand story. Your packaging is an excellent opportunity to tell your brand story and communicate your brand values. You can use your packaging to share your mission, vision, values, and the story behind your products.
- It builds customer loyalty. Customers with a positive unboxing experience are likelier to become loyal customers. Additionally, they’re more likely to recommend your brand to friends and family.
Consider these statistics about the power and value of incorporating unboxing experiences in your brand marketing:
- According to a recent study by Dotcom Distribution, 63% of consumers say they are more likely to purchase from a brand again after having a positive unboxing experience.
- Another study by McKinsey & Company found that 70% of consumers say that packaging is an essential factor in their purchase decision.
- And a study by Sprout Social found that 42% of consumers have shared an unboxing video on social media.
How to create a memorable unboxing experience
To craft an unboxing experience that truly resonates with your customers, incorporate these key elements.
- Use Branding that Captivates: Make your packaging unique and visually appealing, ensuring it aligns seamlessly with your brand identity.
- Create Effortless Unboxing: Ensure your packaging is easy to open, eliminating frustration and allowing customers to effortlessly unveil the contents.
- Choose High-Quality Materials: Use high-quality materials that protect your products and exude a premium feel, reinforcing your brand’s value proposition.
- Use Inserts and Dividers: Utilize inserts and dividers to safeguard your products while creating an inviting, engaging presentation.
- Add Personal Touches: A handwritten note or other personalized touch adds a unique element of appreciation, making the unboxing experience truly memorable.
- Opt for Sustainable Packaging: Choose sustainable packaging materials to demonstrate your brand’s commitment to environmental responsibility.
- Prompt Social Media Engagement: Encourage customers to share their unboxing experiences on social media, expanding brand visibility and engagement.
Photo: Graza
Well-thought-out custom packaging design and kitting are tangible ways to connect with your customers and stakeholders. I’ve helped customers create unboxing experiences to engage their employees, thank donors, and rally supporters.
Here’s an example of how we created a custom gift box experience for the Greater Cleveland Sports Commission that highlighted program sponsors—and their products—for the Greater Cleveland Sports Awards virtual event.
Unboxing is a powerful brand engagement tool. By prioritizing unboxing, you can create a captivating customer journey, build brand loyalty, and encourage customers to become brand advocates, which can help boost your sales.
If you’re interested in learning more about putting unboxing experiences to work for your brand, connect with me at jbanks@shamrockcompanies.net.
