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Savvy marketers know that social sharing is the way to go. And what better way to generate excitement about your products than to jump aboard the unboxing trend.
If you’re on social media at all, you’ve probably seen – or at least heard of – unboxing pictures and videos. Just check out these stats:
Why is this so important?
Because, unboxing videos are now part of the research consumers do before making a purchase. Viewers are anywhere from 64-85% more likely to buy after watching a product video.
And let’s take a look at the social sharing success some individual companies are enjoying:
There’s no denying that unboxing videos have become incredibly popular. But how do you make your products Instagram, YouTube, or Pin-Worthy?
It turns out it doesn’t just have to do with the actual product. It starts with the packaging.
I’ll admit – I love getting a beautiful package waiting at my doorstep – but most of us still enjoy the vicarious thrill of watching someone else open a package, and feel the mounting excitement as we see them tear off the layers to find out what’s inside. It’s almost like Christmas morning. This thrill is part of what’s driving the explosion of unboxing videos.
But people don’t want to share any old experience. A Dotcom Distribution study found that nearly 40% would share an image of an online order on social media if it came in a unique package.
With a custom branded packaging experience – you can create a memorable, shareable experience, so you stand out from the crowd and see your products turning up in those coveted unboxing videos.
There are a number of ways to make your packaging stand out. That being said, having a stand out package isn’t the same as providing a killer unboxing experience.
You know that the presentation and packaging of your products counts. Slapping your merchandise in a plain, brown box isn’t going to cut it.
Here are some tips on getting on board the unboxing trend and leveraging this effective marketing tactic:
With online orders, you have fewer touchpoints to impress your customers than with a physical store. By contrast, in a physical store, most of your senses are involved in the shopping experience.
In a physical store, your eyes see how the merchandise is displayed, your ears pick up the background music setting the mood, your nostrils are no doubt picking up various scents – perhaps perfume, or coffee, or something floral – and of course you’re able to physically touch all of the different textures in the store.
It’s difficult to replicate an in-store shopping experience in a retail box, but you still need to make an effort to engage your customers. So, try to appeal to their senses.
Use textures to add a little glam to your packaging, or a piece of candy to keep it playful. And obviously you want your products to look good. Make sure the contents of your box are thoughtfully arranged and not just casually tossed in there.
Everyone likes to feel special and appreciated, so make a point of recognizing your customers.
It can be as simple as using your customer’s name or acknowledging a prior order. If they’re a repeat customer, include a coupon offering discounts for future purchases.
Even before the physical package arrives, you can give your customers that personal touch. Let them know the status of their order, like when it’s shipped or expected to be delivered.
People appreciate communication and a simple email can help build up anticipation for the impending delivery.
No one’s going to be excited about watching someone open a boring, no-frills package. Try making it unique, so it will stick in people’s minds.
Start with an interesting, branded box design on the shipping box. You can have your logo printed on the box, or use more affordable options, such as logo stickers, branded packing tape or a logo stamp.
Remember it’s about the experience. You want to build up excitement and have the person doing the unboxing take her time. Try to make it gift-like. Don’t forget about fillers for protection and added style. Use fillers, such as foam inserts, paper sleeves, or tissue paper, which can add an extra level of excitement.
You can even give your customers tips for the perfect unboxing.
But don’t go overboard. You don’t want your customers stuck with undue waste.
Your customers will be excited if they open their package and find some unexpected goodies. And they don’t have to be big.
Try including some of these freebie items:
Including a small gift is an easy way to get some bang for your buck. Something as simple as a bookmark can go a long way.
I recently ordered a book from online bookstore, Wordery. Included was a bookmark, with the company’s name and the hashtag #happyreading on the back.
Talk about clever advertising. I slipped the free bookmark into the book I’m reading and now everytime I open the book, I catch a glimpse of the company’s logo–which keeps it front and center in my mind.
Ever excitedly tear into your package to realize your long-awaited item is encased in heavy plastic that’s almost impossible to free, short of using the jaws of life? Yeah, me too. And let me tell you, the product was almost not worth the frustration of opening it.
No one wants to watch a video of someone having difficulty opening their package.
Potential customers will likely think twice before placing an order. This applies to you, no matter what industry or box type you have: Your items need protection, but make a point of using easy-to-open packaging. Mailer boxes, which are often used for subscription boxes, offer good protection, a branded design, and are easy to open.
Some people may not think to post their unboxing pic or video, but maybe you can convince them with a little encouragement.
Try using hashtags to promote sharing, or put social media URLs on your box to get the conversation started. You could even try offer giveaways to build up hype for branded hashtags.
To excite interest in your products, your packaging design needs to reflect your brand and values. Sure, your logo should be present, and custom colors represented in your packaging, but promoting your brand goes further than that.
It also helps for customers to know that there are real people behind the brand. So, include some information on how your products are developed, or share your story.
Take for instance, Annie’s. On the back of their mac and cheese food boxes they have a little blurb telling how when they first started out, the founders hand-addressed every mail-ordered case, and drove them to the local post office in their two-door Volkswagen. Stories like this, make it easier to relate to a company.
Another way to pump up your brand recognition is to grab the attention of an influencer.
Influencers have large audiences, so an unboxing would get your product in front of a lot of eyes. You may get lucky and an influencer discovers your product on their own, but more than likely, you’ll have to seek them out.
Keep in mind, the influencer may not be familiar with your product, so include an explanation, some product photos or a media kit. And a small gift for their time will no doubt be appreciated.
Unboxing videos are a great way to generate buzz about your products. You can even use customer’s unboxing videos for your own marketing.
But you have to get noticed first. So take some time to consider the details of your packaging, that will get people excited to share their unboxing experiences with the world.
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