Consumer gift and subscription boxes are certainly not novel concepts.
Stitch Fix, the fashion box company, generated close to half a billion dollars in revenue last year. Other direct-to-consumer (DTC) companies ship carefully-selected food, fashion, pet, shaving, fitness, beauty products, and even plants every month.
Curated branded boxes aren't just for DTC companies. Professionals are consumers too and they love unboxing unique surprises and examining the content within.
C-level executives and business decision-makers enjoy childlike delight when they get mystery packages.
This year, branded business (B-to-B) boxes will rise in popularity -- not just for rewarding customers and prospects and solidifying business relationships but also as part of event experiences.
Virtual events and trade shows are here to stay for a while, and branded boxes have become a powerful way for “exhibitors” and sponsors to get their products into the hands of online attendees.
Millions of people are now working from home, so whether you’re gifting prospective buyers, current customers, the media, or employees, you want to be sure your packages wow and delight -- and don’t end up in next week’s trash or recycling.
What’s in the Best Boxes?
Has anyone ever said, “Please send me a bunch of brochures. Lots of them. As many as you can stuff in a box. All different sizes and colors?”
The answer is an obvious "NO!”
When you’re planning your box strategy, see the world through the eyes of your target audience. The best contents are:
Thoughtfully themed to the needs of your audience
Useful
Unique
Inclusive
Branded, but not so overtly that they look like mini billboards
Practical. If someone needs a forklift to carry it up the stairs, they will be annoyed by the time they open it
Attractively packed to deliver a “wow” factor, and practically-packed with quality materials to ensure the contents arrive intact
Timely, which is especially important in the event industry
Attributable to the “gifter.” Personal notes are always a wonderful touch
How to Measure the ROI of Box Marketing
Determining what you should spend on a box and measuring payback are complex and long-term decisions. Your goal must be cultivating and deepening relationships -- not instant sales.
The ultimate value of a customer can’t always be measured overnight. Just as you can’t immediately assess the financial impact of shaking hands and smiling or the time spent on LinkedIn and email conversations, relationship development through box marketing is part of your larger strategy to be memorable, significant, and in touch with people’s needs.
Branded boxes are a simple and powerful way to acknowledge that prospects and customers are more than names in a CRM database. They establish your company as one that gives as much as it gets and values person-to-person (PtoP) interaction.
Event producers can offset the cost of boxes with sponsorships and items that are funded by those companies that participate. But be careful that those boxes really meet the needs of your online event attendees and aren’t just perceived as a wasteful collateral assortment.
Who Should Create Your Box?
The best partners are those that possess a combination of:
Creativity: Helping you come up with ideas that recipients haven’t seen multiple times
Resourcefulness: Sourcing the best items at the best price
Reliability: Delivering the goods on time and on budget
Accessibility: Although bots are great, many people still want to talk to humans -- especially when they have new ideas or problems
Flexibility and Service Quality: If your quantity suddenly goes up or down or you hit a production glitch, you will value a partner who remains calm, offers alternatives, and can “flex” along with you without exorbitant penalties or pushback
Expertise: Companies that have been in business for more than a decade have seen the good, the bad, and the sometimes disastrous and can help you make the best choices
Many companies offer “pick your contents” options via online menus, but if you want to create a truly unique and memorable experience, you’ll engage a company that offers you customization at scale and finds items that stand out.
The box itself should be eye-catching, somewhat mysterious, and easy to open. Personalized notes and QR codes make the box more engaging and interactive. Make sure your contact information is easy to find, so people can thank you or follow-up about your product and services.
You must also ensure that every item inside the box is top quality. Many marketers seek items that are made in the U.S., sustainable, and/or appropriate for people of all ages. The best-branded box partners will function as creative collaborators and not just order-takers.
Some popular box themes that have emerged over recent months are:
Relaxation: Gifts that the entire family can use to stay calm and healthy
Connectivity: Gadgets related to ZOOMing and video broadcasting
Treats: Snacks are timeless, but take allergies, diets, and nutrition into consideration
Entertainment: Although you can’t create live experiences right now, recipients are still enjoying virtual experiences and items related to movies, music, and sports
Outdoors: The right contents encourage recipients to get outside for a few moments to bask in Vitamin D from the sun and breathe in fresh air
Boxes and Events: The Perfect Combo
When live trade shows and events were taking place, attendees strode through aisles and booths, filling their logo-ed bags with swag and collateral.
How can you replicate that experience for your attendees without simply packing a box with paper and the same old stuff like coffee mugs and pens?
Choose a handful of sponsors that align with your brand to create a unique and powerful unboxing experience. Limit the number of items inside the box and discourage -- or even disallow -- paper content like brochures and postcards.
Time your shipping so that attendees receive the package in advance of the event, but discourage them from opening it prior to your “go live” date.
Include media and influencers in your list of gift recipients.
Encourage attendees to post their unboxing experiences online and offer incentives for social media sharing.
Says Kathryn Frankson, Director of Event Marketing at Informa Connect (the world’s largest
trade show and business event producer), “With live events not returning until the second half of 2021, and virtual events being the go-to acquisition strategy for event organizers and brands alike, we see more competition than ever for our audience’s attention and we have to stand out.” She outlines the benefits of smart, curated gift boxes. They:
Build brand credibility and personalization.
Offer shareable moments (increasing not just brand awareness but brand health).
Positively impact attendees actually showing up to the events they registered for and not just watching on-demand after-the-fact.
She wraps up by asserting, “Your prospects and customers have so many virtual event and content options. Event organizers, producers, and sponsors need to think about the entire end-to-end customer experience. Boxes create a great opportunity to delight your new or most loyal fan base.”
What’s in YOUR 2021 Boxes?
Whether you want to use boxes as part of a prospecting strategy, reward your best customers to deepen relationships, or engage virtual events attendees, think first about how you want recipients to respond when they get your box.
Start (selectively) picking and packing! Once you’ve identified your target audience and their needs, your next critical decision is your “brand boxing partner.”
From brainstorming to cost-effective purchasing to curating to assembling, shipping, and tracking, a single source saves you hours of time and contributes bold new ideas.
Who you work with is as important as the cardboard packaging and contents.
We have more than 30 years of experience creating break-through-the-clutter customized gifts for a wide range of people and companies.
Contact us today and let us curate your next box!
