Artwork for podcast Business Superfans Podcast
Elevate Your Brand: How Thoughtful Unboxing Experiences Drive Customer Loyalty with Tyler Delarm
Episode 38 • 19th September 2024 • Business Superfans Podcast • Frederick Dudek (Freddy D)
00:00:00 00:36:58

Share Episode

Shownotes

Episode 38  Frederick Dudek (Freddy D)

Elevate Your Brand: How Thoughtful Unboxing Experiences Drive Customer Loyalty with Tyler Delarm

Hey Superfans, Freddy D here! In this episode of the Business Superfan Podcast, I had an awesome chat with Tyler DeLarm from On Digital. We dove into how businesses can boost customer engagement and loyalty through personalized unboxing experiences. Tyler shared the backstory of On Digital, which started with handwritten notes and evolved into a tech platform that automates personalized messages in packaging. We discussed the importance of tracking customer behavior, creating special campaigns for first-time buyers, and using data to optimize marketing strategies. Tyler also highlighted how thoughtful unboxing can turn customers into superfans, driving repeat purchases and organic promotion.

Discover more with our detailed show notes and exclusive content by visiting: https://bit.ly/4ddv8EV

Kindly Consider Supporting Our Show: Support Business Superfans Podcast

Mentioned in this episode:

Business Superfans Accelerator

Attention business owners, are you looking to transform your employees, customers, and business allies relationships and elevate your brand to new heights? Join the Business Superfans Accelerator today. Led by me, Freddie D, this dynamic mentorship program empowers you to turn your stakeholders into passionate superfans. The ultimate brand advocates who actively promote your business. Imagine a community of dedicated supporters promoting your products or services, not just through word of mouth, but as proud champions of your brand. With exclusive access to monthly Q& A sessions, brainstorming opportunities, and valuable resources like online courses, playbooks, and much more. This program is designed to provide you with the tools you need for sustainable, profitable growth. Don't wait. Every moment you delay allows your competition to get ahead. Sign up now at bizsuperfans. community and start unleashing the potential of your superfans today. Your brand's transformation awaits. Let's make business growth your reality.

Thrive Together Network



This podcast uses the following third-party services for analysis:

OP3 - https://op3.dev/privacy
Podtrac - https://analytics.podtrac.com/privacy-policy-gdrp
Podcorn - https://podcorn.com/privacy

Transcripts

Freddy D:

Tyler DeLarm is the head of marketing at an unbox experience

2

:

platform called undigital and one of the

brilliant minds behind unboxing marketing.

3

:

He teaches DTC brands, how to build

relationships, drive, repeat business,

4

:

and apply performance marketing

tactics to their most underutilized

5

:

touch point, the unboxing experience.

6

:

As a seasoned business leader

and marketing consultant.

7

:

Tyler has a reputation for guiding

successful teams with optimistic

8

:

kindness has spent much of his career

designing customer and employee

9

:

engagement strategies around a

notion that companies chase revenues

10

:

and brands build relationships.

11

:

His unique combination of expertise

and brand positioning, organizational

12

:

behavior and demand generation has been

instrumental in adding millions of dollars

13

:

in annual revenue for multiple companies.

14

:

Tyler holds a master of

business administration from

15

:

the university of Cumbria.

16

:

He maintains a lean six Sigma

black belt certification and is

17

:

perhaps most well known for his work

developing the unboxing marketing

18

:

strategies used by major DTC brands to

personalize their unboxing experiences.

19

:

Outside the office.

20

:

Tyler is a deeply involved parent an

enthusiastic pet owner, a creative

21

:

musician, a prolific writer, a passionate

traveler, and a dedicated student of life.

22

:

Welcome, Tyler DeLarm, to the

Business Superfan Podcast.

23

:

How are you this afternoon?

24

:

Tyler Delarm: Frederick,

it's a marvelous day.

25

:

Any day I'm breathing.

26

:

Great day.

27

:

Freddy D: I agree.

28

:

Any day that's topside is good.

29

:

Tyler Delarm: Fair enough.

30

:

Yeah.

31

:

Freddy D: Tell me Tyler, how did you

get to where you are with UnDigital?

32

:

Tyler Delarm: Alright, so when I started

here a couple years ago, the company

33

:

had already, It already existed for a

while, but basically the origin of the

34

:

company is that our founder, Ryan Millman

he has several different DTC brands

35

:

and they ship out quite a few packages.

36

:

And one day he's out in the

warehouse and just seeing all these

37

:

packages how do we use this to

put a smile on a customer's face?

38

:

Cause they're really big on customer

relationships and building out these

39

:

superfans that will go on to increase

their revenue and drive loyalty.

40

:

He's trying to figure out how

to get the packages to put a

41

:

smile on the customer's face.

42

:

And at first they started

sampling with Oh, maybe we put

43

:

a handwritten note in there.

44

:

So they put some notes in and then it

got to be like, all right this is a lot.

45

:

We love the results, but

how do we expand that?

46

:

And then they started building technology.

47

:

That became a platform.

48

:

And later that was just rolled

out to all the other customers.

49

:

And at some point they're like, this

has generated so many super fans for us

50

:

that we just need to go ahead and figure

out a way to bring this to other people.

51

:

This could be its own product.

52

:

Freddy D: What is the product

that you have nowadays?

53

:

Tyler Delarm: Sure.

54

:

We have what you call an

unboxing experience platform.

55

:

And it works a lot like an email platform.

56

:

We help customers to have a

strategy around what goes in the

57

:

box, what message goes in the box.

58

:

On the fulfillment side, right?

59

:

Like when they go to ship an

order, a personalized print comes

60

:

out and goes into the order.

61

:

And that personalized print can say Hey,

Frederick, thanks for ordering this.

62

:

Here's some other things

that you might like.

63

:

It can say pretty much

anything that they want.

64

:

Whatever personalization data the

customer has can go on the page.

65

:

So these personalized flyers end up

not only just generating revenue, but,

66

:

really making customers much happier

because they're getting message that's

67

:

individual to them like it's one

to one messaging in every package.

68

:

Freddy D: Because one of the things

that I've learned over the years in

69

:

marketing is, if I send you let's

say a water bottle that has just

70

:

your logo on it, it's about who?

71

:

It's about the company.

72

:

I add a name to it now.

73

:

So here I got the same water

bottle but with my name on it.

74

:

Now it's about me.

75

:

So what you guys are doing is really the

same thing in a similar fashion, but a

76

:

little bit different, is you're making,

you're sending out a personalized message

77

:

to that individual versus a generic

one, which is night and day difference.

78

:

Tyler Delarm: Oh, absolutely.

79

:

The adding in personalization is how

we help people to build relevance with

80

:

the audience to get the right message.

81

:

The example I like to use is if

I am coming home and I'm like,

82

:

Hey honey, I saw a cat outside.

83

:

That's interesting.

84

:

That's the response you're going to get.

85

:

But if I say, Hey honey, your cat

just ran out the front door, right?

86

:

There's action.

87

:

That's immediate.

88

:

That's relevant to me.

89

:

I've got to go do something now.

90

:

Freddy D: Yeah, exactly.

91

:

Very straightforward there.

92

:

Because it's really all about building

the relationships with, your internal

93

:

team, your customers, and of course

all the complementary businesses, the

94

:

suppliers, and that whole ecosystem

needs to have that personalization.

95

:

Tyler Delarm: Yeah, it does.

96

:

And when the messaging

and everything else.

97

:

The messaging that you

use isn't personal, right?

98

:

If you're marketing to everyone,

you're essentially marketing to no one.

99

:

Freddy D: Correct.

100

:

So let's talk a little bit about how

businesses can utilize this to really

101

:

make themselves stand out against

the competition and create their own

102

:

superfans because of the personalized

messaging within the packages that are

103

:

going out or the messaging that goes out,

whether it's online or a physical item.

104

:

Tyler Delarm: Sure.

105

:

Unboxing marketing is a thing that a

lot of businesses are already doing.

106

:

They may be putting a flyer in, they

may be putting in a handwritten note.

107

:

The thing that they are probably not

doing is segmenting that well, and being

108

:

like, ah this is this person's first

time ordering, or this is their second

109

:

or third order, or this is based on the

products that they put in the package.

110

:

Where we can help business is

taking those different segments and

111

:

building out the messaging in such

a way that it drives a conversion.

112

:

Like that we want them to for

instance, if they buy a specific

113

:

product, we want them to give them

like, Hey, here's how you use this.

114

:

Here's how you get the most

value out of it quickly.

115

:

If you love this product, like

here's how you refer people.

116

:

What we see a lot of businesses do

is, oh, we're just going to take this

117

:

one flyer and put it in every box.

118

:

And a lot of people come to us and

they're like, Oh we've tried putting

119

:

flyers in the boxes in the past

and it didn't get us good results.

120

:

It just goes back to the marketing

to everyone thing, right?

121

:

Like if they're not segmenting

it, it doesn't really add value.

122

:

Freddy D: They can't relate

to it, it doesn't matter.

123

:

When I was working with a interpreting

company, we created the messaging

124

:

based upon the market segment that

we were targeting, so we presented a

125

:

problem that they were experiencing.

126

:

So if we were going with, for example,

immigration lawyers, We presented the

127

:

challenges of, language barriers and

all that stuff and how we solved it

128

:

and that in turn got them to contact us

because they go, Oh, yes, I can relate.

129

:

I have this ish.

130

:

I'm gonna call these guys versus

look how wonderful we are and nobody

131

:

cares because it's not relatable.

132

:

Tyler Delarm: You're spot on,

and that's the difference between

133

:

throwing something generic in a

box and personalizing it, like the

134

:

personalized marketing in your packages.

135

:

It's 10 X ROI for like

almost across the board.

136

:

Like people just have

to put in the effort.

137

:

If you learn to communicate with your

customers and figure out what their

138

:

problems are, what their needs are,

and how to say Hey, we hear you.

139

:

We see you, we're solving this.

140

:

Or we're happy to have you.

141

:

Thanks for being with us for so long.

142

:

Like recognizing that relationship

is a huge step forward.

143

:

And when you're not doing that, like

you're really just missing the boat on.

144

:

And if you're a B2C and you're shipping

unboxing experiences, you're missing

145

:

your most important touch point.

146

:

Freddy D: Absolutely correct.

147

:

Because one of the things I wrote in my

book is, people will crawl through broken

148

:

glass for appreciation and recognition.

149

:

And yeah.

150

:

And so what you guys are doing is

you're One, in a sense, expressing

151

:

appreciation as well as recognizing

them all in the same time, the way,

152

:

with the approach that you're utilizing,

which, like you just said, is a game

153

:

changer versus the generic aspect.

154

:

And more importantly, what I really

liked was that you mentioned that you

155

:

actually give them information and how

they can utilize whatever that product is.

156

:

And so now it's not just here it is,

but here's some applications that I

157

:

can utilize that maybe that I didn't

think of, and then the other cool part

158

:

that you mentioned was the fact that

you actually tell them how they can

159

:

refer it, so now you're automatically

building in that superfan aspect of them

160

:

that say, hey, if you love this thing,

here's how to promote it, and now they've

161

:

become the sales force for that company.

162

:

Tyler Delarm: Yeah,

you're absolutely right.

163

:

It's a huge gap when you're

sending out a message that

164

:

doesn't give them a next step.

165

:

Hey, here's how to continue

our relationship should be.

166

:

Yeah, part of every message, whether

that's in a box or an email, it's

167

:

you've got to give people the next step.

168

:

Freddy D: So go on, you mentioned when

we talked earlier, about being able

169

:

to track behavior and then continuing

that messaging and providing additional

170

:

services based upon the feedback that you

get from the behavior of the recipient.

171

:

Tyler Delarm: Sure.

172

:

So with brand loyalty like the

main thing that we're measuring

173

:

is a reorder rate on someone.

174

:

So we take the customer's order feed we

separate orders and we're saying, oh, this

175

:

group is going to get personalization.

176

:

This group's not going

to get personalization.

177

:

And then we track at the individual

level did this person receive a message?

178

:

Did they reorder?

179

:

What was the timeframe?

180

:

What's like their average order value?

181

:

To come up with okay Personalization is

increasing your reorder rate, 5%, 10%, and

182

:

when you are able to measure out things

like, oh, the AOV has gone up here 7.

183

:

You can come back and say, all right,

so we know this personalization or

184

:

this campaign, is worth X dollars.

185

:

And so we'll build out campaigns for every

single audience and then come back and

186

:

measure what's the value of this audience?

187

:

What's the potential opportunity

there if we optimize it further?

188

:

And then we show people like, hey, here's

what you've got with personalization.

189

:

Here's what you've got without it.

190

:

And I will say the vast

majority of people.

191

:

Don't ever stop being customers

simply because they're they can

192

:

check the data on their own.

193

:

It's not a, it's not a mystery to them.

194

:

We're taking their order feed and all

they have to do is look up their own

195

:

order feed and be like, Oh my gosh, this

is really working or this isn't working.

196

:

So it's not behind a wall or anything.

197

:

It's really nice.

198

:

Freddy D: Very cool.

199

:

Continuing on that thread,

is how important is it to

200

:

actually be tracking your stuff?

201

:

Because a lot of small businesses and mid

sized businesses do marketing, but they

202

:

don't really do a good job of tracking.

203

:

How is that important is that data to

be able to properly engage the audience?

204

:

Tyler Delarm: Oh, you could solve so

many people's marketing issues with this.

205

:

Okay.

206

:

So in general, if you're

marketing, just surely based on

207

:

your gut you're probably wrong.

208

:

I can't tell you how many times

that I've thought in my head, like

209

:

this campaign is going to be great.

210

:

And not just on digital, right?

211

:

Like at any company where

I'm like, ah, this is going

212

:

to, this is going to kill it.

213

:

This is going to be amazing.

214

:

And it comes back and it's not.

215

:

And then the thing that sometimes I think

This probably isn't going to do that well.

216

:

That ends up being the

thing that's amazing.

217

:

So I would say marketing with

your gut is never a good idea.

218

:

You should be tracking the data.

219

:

You should be tracking the

outcomes and only the ones that

220

:

you're going to use, right?

221

:

If it's not relevant to you, what pages

they visited every single time, like if

222

:

you're a small business, please don't

try and go and figure that out if you

223

:

don't have the resources or the money.

224

:

There's, it's not , we focus on one main

metric and that's just their reorder rate.

225

:

Yeah.

226

:

There's other things like their AOV and

stuff, but if you're a small business,

227

:

figure out what that, that metric, what

that KPI is, the one thing that matters

228

:

to you most and put a system in place

for it, like anybody can track one thing.

229

:

Then try it once you've got the ability

to track it, then just figure out,

230

:

like, how do you move the needle, right?

231

:

What works, what doesn't work, right?

232

:

Freddy D: You got to be able to

pivot, tweak, adjust, reassess,

233

:

tweak, pivot, adjust, and that's

exactly what we got to do.

234

:

Tyler, can you share like a story

of how the service impacted one of

235

:

your customers that utilize it and

how it transformed their business?

236

:

Tyler Delarm: Sure.

237

:

So for some of our clients they

haven't put anything in the box before.

238

:

And for them, that's like the biggest win.

239

:

Like they're moving from having never used

the touchpoint to suddenly they've got an

240

:

active touchpoint that's driving revenue.

241

:

I'll say for our average customer we

can attribute like two to 5 percent of

242

:

their revenue back to what they're doing

just out of the unboxing experience.

243

:

So if you've never used it before

and you just turn it on, it's wow,

244

:

suddenly getting 5 percent more revenue.

245

:

That's a, that's an enormous

win for most people.

246

:

Sure does.

247

:

I can tell you that a lot of

people come to us and they've

248

:

been handwriting notes, right?

249

:

And so to move from I was handwriting a

thousand notes a month to this is fully

250

:

automated is a huge win labor wise.

251

:

Some people have a

complicated product, right?

252

:

Like they've got feeding

guidelines for their food.

253

:

And they need to give every single person

like, Hey, here's your custom diet.

254

:

Here's how it works.

255

:

Or here's the QR to your personal diet.

256

:

And that ends up reducing their

customer support inquiries because

257

:

people don't have questions like,

hey, is this too much for my dog?

258

:

Is this the right amount?

259

:

What am I supposed to give him?

260

:

Works the same with beauty routines.

261

:

Anything that has a lot of

questions it's a great win.

262

:

Your biggest wins though for people could

come from people with loyalty programs.

263

:

Your, You're able suddenly to target

the people who aren't in your program.

264

:

Be like, Hey, you're not in our program.

265

:

Here's the benefit.

266

:

Or, Hey, you're not in our program,

here's a personalized offer just for you.

267

:

If you join, you're going to get this.

268

:

Freddy D: Hey, you've got this.

269

:

Or getting reviews, asking for reviews.

270

:

Tyler Delarm: Exactly.

271

:

Exactly.

272

:

Yeah.

273

:

Yeah.

274

:

Freddy D: Because the reviews

is the new word of mouth today.

275

:

That's important.

276

:

You think about it whenever you go

with your companion out to dinner,

277

:

we all take a look at our smartphone,

we look at what the restaurant is,

278

:

and we look at what the reviews are.

279

:

Tyler Delarm: Guilty as charged.

280

:

Freddy D: Yeah, we all do it now

it's standard, operating procedure.

281

:

You're driving and say, okay, what do

you feel like, I don't know, let's take a

282

:

look, what's in the area, oh, that place.

283

:

No, we're not going to there.

284

:

So totally makes sense.

285

:

So that's a great way to ask

for a review in a nice manner.

286

:

Tyler Delarm: And there's other

great use cases that most people

287

:

I don't think of considered

using it for make good campaigns.

288

:

So let's say you ship a product,

the product arrives broken and

289

:

your customer comes back to

you like, Hey, this is broken.

290

:

Now you can send back Hey, Susie,

sorry about your makeup, here's this

291

:

plus a large sample of something else.

292

:

If you need anything else, you'll give me

a call and all of that's automated, right?

293

:

It doesn't have to be a person that

handwrites it every time, but to

294

:

the customer, it is handwritten.

295

:

And sometimes the customer is right

back to the company and they're

296

:

like, Hey, thank you for doing this.

297

:

Yeah, I think that's.

298

:

It's a really cool technology.

299

:

There's a lot of opportunities there.

300

:

Freddy D: So how does it, how, can

you share a little bit about how

301

:

it works and so that, the audience

has an idea of how this can be

302

:

implemented for their business?

303

:

Tyler Delarm: Sure.

304

:

Okay.

305

:

So if somebody's not using, on digital

and they want to do this on their own,

306

:

the easiest thing they can do is start

with handwritten notes and maybe even

307

:

a generic handwritten note that they.

308

:

Just leave the first name off of it.

309

:

So they print out a bunch of these

notes and they just write the first

310

:

name on top, set them into their boxes.

311

:

That's the quickest way to

do first name personalization

312

:

for a small medium business.

313

:

If you're somebody that's looking

into, like, how do you do this with

314

:

a platform and automation basically

with Undigital, we would take in their

315

:

order feed and then there's a platform

that they would upload templates into.

316

:

Think of MailChimp or Canva or something.

317

:

There's templates that they'd

build out that's oh, we want

318

:

this to go out to this audience.

319

:

And then as the packages are being

fulfilled, depending on what their

320

:

fulfillment style is, because not

everybody's like using PAX stations or

321

:

a conveyor line, like we have a system.

322

:

That sets up.

323

:

So the piece that gets printed

out somewhere in their fulfillment

324

:

process, whatever works for their

team and it just goes into the box.

325

:

The operator doesn't need

to know who it's for.

326

:

It's just the right message to the

right person every single time.

327

:

So if it's their first time ordering,

That's the campaign that comes out.

328

:

If it's for somebody who's not yet a

subscriber and they want to become a

329

:

subscriber that's the one that pops out.

330

:

So there's logic that we

help set up and a strategy.

331

:

We'll build out a strategy and say hey

here's what could generate, your 5x ROI.

332

:

And if we just build up these

campaigns for you that's, what's

333

:

going to turn over profit.

334

:

And most people are just

like, yeah, let's do that.

335

:

Other people want to build

their own campaigns and we

336

:

support whatever they need.

337

:

Freddy D: Okay.

338

:

What about I'm just going

to throw this out there.

339

:

Tyler Delarm: Sure.

340

:

Freddy D: What about somebody that does

like print on demand kind of stuff,

341

:

where they're selling t-shirts and things

like that, is there a way that can be

342

:

hooked up to those types of businesses?

343

:

Tyler Delarm: So for anybody doing

less than 5, 000 orders a month.

344

:

I don't think the technology exists

anywhere in the world yet for that person.

345

:

That person really would have to rely on

like doing their own handwritten notes.

346

:

Freddy D: Okay.

347

:

So what is an ideal customer

for an Unboxed experience?

348

:

Tyler Delarm: Anybody over

a couple thousand orders a

349

:

month has great potential.

350

:

Somebody that is expecting to build

long term customers and superfans,

351

:

obviously, like if they're selling a

one time product they expect no one's

352

:

ever going to order again from them.

353

:

Like, all right that's not a good fit.

354

:

And we would tell them obviously

Hey, like this isn't for you.

355

:

We're not out trying to convince everybody

this is for them, but for the people

356

:

that want to do relationship building

and have long term customers that order

357

:

from them regularly, you're over a few

thousand orders a month, like those

358

:

are the people we want to talk to.

359

:

Freddy D: Okay.

360

:

So for example mentioned beauty supplies.

361

:

You mentioned someone does food,

for example an organization that

362

:

sends pre-prepped meals out . What

about what other industries?

363

:

Tyler Delarm: Oh, wow.

364

:

So I would say that we're in most

industries, like the big ones, right?

365

:

Beauty, nutrition, pets, clothing,

like any kind of apparel stuff.

366

:

You see a lot of these DTC

consumer brands with us.

367

:

I can tell you the industries that don't

necessarily make sense for us, like people

368

:

maybe selling coffins or like services.

369

:

It's few and far between who

we wouldn't recommend this to..

370

:

Freddy D: So it's mostly people that

have a product that gets shipped out, it

371

:

would be the ideal customer for you guys.

372

:

Tyler Delarm: If you're shipping

regularly to the same person you're in.

373

:

That's a good fit for you.

374

:

Freddy D: So tell me a little bit more

about the service and how it works

375

:

and some other clever usage for it.

376

:

Tyler Delarm: Sure.

377

:

So we talked about doing make

good with customer support getting

378

:

people into your loyalty program.

379

:

You should also, build out campaigns

for the people that have been in your

380

:

loyalty program for an extended period.

381

:

Your first time customers,

those are a big win.

382

:

First time customers, everybody should

be doing something really special for

383

:

their first time customers because

that person is just buying into the

384

:

relationship for the first time.

385

:

Send them something big,

send them a cool message.

386

:

I can't tell you how big a difference

it makes when you have a first

387

:

time customer campaign in place.

388

:

So if you're listening, you're trying

to figure something out, do something

389

:

for your first time customers.

390

:

So outside of your first time customers

your big wins come from looking

391

:

at how often is somebody ordering?

392

:

Is it their first order, second,

third, fourth, and then building a

393

:

campaign for each of those orders.

394

:

So we call this an order

count campaign series.

395

:

Once you look at how frequently

they're ordering, you can see

396

:

where your drop off is, right?

397

:

You can see ah, this person is likely to

discontinue ordering from us at order 4.

398

:

Alright, go into order 4 now and

figure out what are you going

399

:

to say to get them to order 5.

400

:

Then just keep going.

401

:

That's how you build up these people that

have a long term relationship with you.

402

:

You're providing a value to them, right?

403

:

Because like when somebody stops

ordering from you, what you're

404

:

really hearing is I don't need this

anymore, or I've moved somewhere else.

405

:

I've gone to someone else essentially

and you need to figure out.

406

:

Why is my average customer losing

their perceived value here?

407

:

Like, why do they find something

else better and figure out what can

408

:

you offer or put in the box that's

going to keep them into order five?

409

:

That's really what we encourage

people to do when they're figuring

410

:

out their segments, right?

411

:

So they build out their different

audiences and then they just try

412

:

to figure out how do you extend

those relationships further?

413

:

Freddy D: Yeah.

414

:

Because people, people

don't feel appreciated.

415

:

They don't feel recognized.

416

:

They're going to drift.

417

:

They're going to go someplace

else, just like you mentioned, and

418

:

so that's, it's really important.

419

:

You can maintain that relationship as

you, and you guys have a nice platform

420

:

that does that in an automated fashion

yet personalized, which is really cool.

421

:

The other aspect is, like you

mentioned, that first time customer,

422

:

one of the things I've learned and t

each people about sales is the sale

423

:

isn't the signing of the deal or them

processing the credit card through the

424

:

online platform to buy the product.

425

:

The sale is after that transaction

takes place, all the events

426

:

that happen, that's the sale.

427

:

Tyler Delarm: You're absolutely right.

428

:

Freddy D: Because it's the whole

customer experience aspect of it.

429

:

Is there a thank you?

430

:

Is there a follow up?

431

:

Is there a multitude of different

touch points beyond that?

432

:

You guys have that in

an automated fashion.

433

:

That creates that customer experience

to convert them or transform them into

434

:

a superfans, and man, this company

is really cool and now they start

435

:

telling all their friends about it.

436

:

We talked about earlier that you

create not only a loyalty program,

437

:

but you inform them on how they

can refer that, the product.

438

:

So, you're engaging them

to become your sales force.

439

:

A.

440

:

K.

441

:

A.

442

:

Superfan, that's promoting it to

everybody that they know, and you

443

:

can't buy that kind of marketing.

444

:

Tyler Delarm: You're right.

445

:

You're right.

446

:

That this the unboxing experience is

the biggest driver of user generated

447

:

content there is, for a touchpoint, right?

448

:

If somebody's not using it to try and

get a customer excited and be like,

449

:

hey, check out what I got, or look how

this came they're missing the boat.

450

:

They're leaving revenue on the table.

451

:

Freddy D: Absolutely.

452

:

Because that person, has friends over

and they say, Hey, look at this package

453

:

I got, and, and look at this little note

that I received and how cool is that?

454

:

That energy transforms and people go, wow.

455

:

Look at that company, check it out.

456

:

And it's just, those little

things are the big things.

457

:

Tyler Delarm: Yeah.

458

:

The unboxing experience

is irreplaceable, right?

459

:

Every single person gets it

a hundred percent open rate.

460

:

If you were going to tell an email

marketer Hey, this is going to be

461

:

read by a hundred percent of people.

462

:

What would you put in that?

463

:

And that's what should be

in your unboxing experience.

464

:

Freddy D: Absolutely correct.

465

:

Absolutely.

466

:

It should start off with you being

grateful for them being a customer.

467

:

It's amazing how many people

forget to say thank you.

468

:

Tyler Delarm: It really is.

469

:

Marketing aside, like that applies

to so many other things in life where

470

:

Freddy D: yeah,

471

:

Tyler Delarm: We should all

be a little bit more gracious.

472

:

Freddy D: Yeah.

473

:

It's the little things

that are the big things.

474

:

Because what you talk about is

also what I called in one of my

475

:

chapters is the unexpected extra.

476

:

And so you're creating, you're

adding in a little bit of an

477

:

unexpected extra in the way you're

communicating with the recipient of

478

:

the package is they're not expecting

that they're expecting the package.

479

:

Here's the instructions on how to use it.

480

:

And that's it.

481

:

We get stuff from Amazon all the

time and here's your box and here's

482

:

your stuff, and there you go.

483

:

What you guys are doing is

completely game changing.

484

:

And I really liked this unbox

experience because now all of a sudden

485

:

that person goes, Oh, wait a minute.

486

:

I got, I got my little package,

but then there's this note,

487

:

and it's wow, this is cool.

488

:

It says, thank you for being a customer

and blah, blah, blah, and blah, blah,

489

:

blah, and all that kind of stuff.

490

:

So that's really cool.

491

:

It's stuff that I talk about in my book.

492

:

So I, this is a perfect opportunity to

blend what you guys are doing and what

493

:

I talk about, which is, transforming

the whole business stakeholder

494

:

experience from employees, customers,

complementary businesses into brand

495

:

advocates that I call business superfans.

496

:

Tyler Delarm: You got to have

an end to end strategy for it.

497

:

That's for sure.

498

:

What I think it's interesting

that basically every marketer can

499

:

agree, like personalization works.

500

:

And any place that they go to

personalize tends to generate results.

501

:

But very few people seem to be figuring

out like, how do I do this in the box?

502

:

Freddy D: No, it's a good, it's a

it's an important trend because,

503

:

you're differentiating yourself.

504

:

That's really the biggest thing is

you're differentiating yourself versus

505

:

the other company, your competitors and

that little extra is the difference.

506

:

I can, I'll share a quick story.

507

:

It's a different experience,

but similar concept.

508

:

We ordered food from a restaurant,

and I went to go pick it up,

509

:

got there, and , no order.

510

:

They never got the order.

511

:

I showed them the phone I

called and they apologized.

512

:

They got the manager to manage this.

513

:

Okay.

514

:

We'll cook the food and bought

me a beer while I waited.

515

:

Came back and we checked the order

and one of the orders was wrong.

516

:

So it's going downhill fast.

517

:

The manager apologized, says, he's

going to make sure it's all done.

518

:

He comes back and we double check and

he goes, hang on a second and this

519

:

is similar to an unboxing experience.

520

:

He goes back, comes back with a couple of

cheesecakes, puts them in there as dessert

521

:

for the inconvenience and everything else.

522

:

I ask how much do I owe?

523

:

He goes nothing, it's our complete,

our mistake, and he goes, and by the

524

:

way, and this is the little unboxed

thing, here's two 5 discount coupons

525

:

for both of you, not just one, for

both of you guys to come back here.

526

:

Tyler Delarm: Yeah, that's perfect.

527

:

Freddy D: We're super fans of that place.

528

:

I'm just telling you the story of that

place because, and their food's great.

529

:

It just, somehow things got messed

up, but they went above and beyond and

530

:

did the unexpected extra to turn us

into a superfan of that restaurant.

531

:

Tyler Delarm: Yeah.

532

:

And what did that cost them?

533

:

Like time, a few ingredients to

get a long term customer, that's

534

:

a calculated decision that I think

most people should be making.

535

:

Like, how do we fix stuff that's broken?

536

:

How do we make this right?

537

:

Freddy D: That's one of your things about

your platform is it has that ability to

538

:

say, okay, acknowledge something and you

can send out a personalized note and stuff

539

:

like that says, Hey, we understand, John

or Susie that, this has got messed up.

540

:

We're really apologize, but here's

what we're going to do to get it fixed.

541

:

Tyler Delarm: Oh, absolutely.

542

:

Personally, right?

543

:

I think the technology that we're building

is the most exciting thing in D2C.

544

:

There's so many opportunities to drive

revenue there, and it's so easy to

545

:

figure out okay, this audience could

drive a lot of revenue, or this change

546

:

could mean a lot to our organization.

547

:

And I think a lot that's an insight

that most companies are, Like they

548

:

don't have available to them yet.

549

:

Freddy D: Yeah, and the other thing

is that I'm thinking, is that this

550

:

can be used for birthday marketing.

551

:

Tyler Delarm: Right.

552

:

Freddy D: One thing that people overlook,

and I'm going to share a tip here that

553

:

you guys can utilize, is Thanksgiving

is the ideal time to reach out to your

554

:

customer base and say, I'm grateful for

you and thank you for a customer because

555

:

it's, Thanksgiving, giving thanks.

556

:

So Thanksgiving is an ideal time to say

thanks to all your customers, and then the

557

:

other thing that I see that this can be

used as that I've recommended businesses

558

:

is Halloween is a fun goofy time.

559

:

So you can reach out to your customer

base again and suppliers and whatnot

560

:

and acknowledge in a fun way.

561

:

You're creating some certain touch

points between the end of the year for

562

:

the beginning of the upcoming year.

563

:

Tyler Delarm: So you've already picked

up on a lot of this, so maybe you

564

:

should be an unboxing marketer too.

565

:

You've got this already, right?

566

:

Around your birthday, so we don't always

ship, like somebody doesn't always ship a

567

:

box to someone on their birthday, right?

568

:

But if, oh, their birthday's two

months from now and they make an

569

:

order, it's like, hey, we know

your birthday's around the corner.

570

:

Here's this happy birthday

early or on the holiday stuff

571

:

like you, you're right, every.

572

:

Every holiday should have a campaign

or a theme or something like it's

573

:

depending on their resources and how

many campaigns that they're using.

574

:

They could put something in the box It's

not hard change it up like you don't want

575

:

to send the same thing over and over.

576

:

Freddy D: No, you want to leverage it

and that's why I've mentored people,

577

:

halloween, Thanksgiving and Holidays and

don't talk about your product or services.

578

:

It's time to one, have fun, two is

say thank you and three, happy holidays

579

:

and hope you have a happy new year,

and zip it on the rest of the stuff.

580

:

Now you've positioned, yourself top of

mind , and the new year comes along,

581

:

you're going to keep that customer.

582

:

Tyler Delarm: You're right, you're right.

583

:

Some of the campaigns that we've seen

like around the birthdays, right?

584

:

That's a great call out because

those have been really successful.

585

:

Like when somebody feels appreciated

by a brand or they're recognized

586

:

on their birthday, like we

see that shared all the time.

587

:

That's, that's a solid idea.

588

:

Freddy D: Yeah.

589

:

Because it might be the only

birthday recognition they got.

590

:

We never think about that, but it could

be an elderly person, and that's it,

591

:

that's their only recognition, and

you've just made that person's day by

592

:

recognizing them for their birthday.

593

:

Tyler Delarm: Do you ever find it hard

to convince other marketers or other

594

:

people in business that relationship

building is really the way to go.

595

:

Because I do get occasionally people

thinking my customers do not have

596

:

a relationship with our company.

597

:

I'm like, yes, they do.

598

:

They absolutely do.

599

:

If you're not cultivating that's an issue.

600

:

Freddy D: Yeah.

601

:

I just worked with a company, I'm not

going to name the industry or nothing like

602

:

that, but their mindset, and I stopped

working with them because, their mindset

603

:

was cemented was that we do excellent work

and they do good work and so therefore

604

:

people should be coming back to us.

605

:

Tyler Delarm: Okay,

606

:

Freddy D: Luck with that.

607

:

Tyler Delarm: Exactly.

608

:

It's a very strong position.

609

:

Wow.

610

:

Freddy D: I tried to convince

them that, no, you got to go build

611

:

relationships, you got to follow up,

you got to engage with these people.

612

:

The mindset that our work

speaks for ourselves, and people

613

:

should know our reputation.

614

:

Good luck with that, buddy, because

that's only goes so far and that's it.

615

:

Tyler Delarm: Yeah, there are so many

people in the world building a great

616

:

product or creating great art that we're

never going to hear of because they're

617

:

not good at the relationship aspect.

618

:

Freddy D: People buy from

people that they like and trust.

619

:

Tyler Delarm: That's so true.

620

:

Oh my gosh, it's so true.

621

:

Freddy D: I've worked, with

certain industries where

622

:

they've done an excellent job.

623

:

They say thank you and all that stuff.,

And then you never hear from them again.

624

:

Mind boggling, because that

customer is their gold and that

625

:

whole existing customer base is

their potential superfans marketing

626

:

machine that is not being leveraged.

627

:

So what you guys are doing is

leveraging that marketing machine

628

:

of that business's customer base.

629

:

Tyler Delarm: Yeah, yeah, absolutely.

630

:

Because like when we figuring, like

when we're trying to figure out your

631

:

segments so we go in and see which ones

are most loyal, which I'm by loyal,

632

:

who's reordering the most, right?

633

:

Because that's what we focus on to

figure out those loyalty metrics.

634

:

We just figure out what is

the message for this person?

635

:

How do we build something for this person?

636

:

And sometimes people are like Oh,

we'll just put in another insert or

637

:

put in this thing about the product.

638

:

Yeah, you can do that, but

that's something for everyone.

639

:

How do you build something for

this one particular audience?

640

:

You need to build something special,

and so it can sometimes be a lengthy

641

:

conversation getting them there.

642

:

I feel like we get most people over

it and they're like, ah, I see.

643

:

We're trying to connect with somebody.

644

:

We're trying to build something unique

to this person and not just like a flyer

645

:

that we could hand out on the street.

646

:

Freddy D: Yeah it's all about

what's in it for me, W I F M.

647

:

Tyler Delarm: Yes.

648

:

Freddy D: So, Tyler let's we're coming

to the end here, so let's talk about what

649

:

kind of offer do you have for our audience

to check out the Unboxed experience.

650

:

Tyler Delarm: Okay, sure.

651

:

So if you're looking into enhancing

your unboxing experience, whether you

652

:

use us or not, you can go to undigital.

653

:

com.

654

:

We've got guides, we've got different

resources that you can take and apply

655

:

to your own unboxing experience,

whether you work with us or not, right?

656

:

So go check out undigital.

657

:

com, dig into it for a minute.

658

:

If you have any questions or you need

any help, just chat us or give us a

659

:

call, shoot us an email on the site.

660

:

We'll help you build out strategies and

give you all sorts of advice for free.

661

:

Whatever you need, just hit us up.

662

:

Freddy D: Perfect.

663

:

All right, Tyler, thank you very much for

being on the Business Superfans podcast.

664

:

It's been a pleasure having a conversation

with you and we look forward to

665

:

having you on the show down the road.

666

:

Tyler Delarm: Frederick

sir, you have a lovely day.

667

:

Thank you so much.

Chapters

Video

More from YouTube