How to enhance corporate gift unboxing experiences

When planning a business-to-business (B2B) marketing strategy, the core objective is to create long-term partnerships involving trust, loyalty and mutual appreciation.

To do this effectively, it’s crucial to establish a strong sense of regard across all channels – and when it comes to your valued clients, this must incorporate:

understanding their goals and objectives
transparent communication
a commitment to their success
maintaining integrity
following through on deliverables
showing appreciation and gratitude
adopting a collaborative mindset.

In short, your purpose is to transcend professional courtesy and humanise your connections. How does one do this? Well, if you want your gestures to be noteworthy, we suggest corporate gifting.

To put its efficacy into perspective, this market is currently valued at a robust £78.3 million, with the newest growth areas expanding into the international commerce arena.

However, if you specialise in this field, you’ll know that jumping on the bandwagon requires some skill. In fact, with social media debunking the success (and downfall) of just about every unboxing experience out there, you’ll need to find a fresh approach for every season.

Looking for a hit rate that will iconise your corporate gifting business? Then read on for our hot-off-the-press tips!

Key functions of a corporate gifting company

About far more than buying presents, this highly focused industry plays multiple roles in assisting their clients forge better connections with their B2B customer base.

In a nutshell, the service itself involves:

understanding and navigating relevant policies
picking out appropriate gifts for an exact target audience
matching them to specific occasions
incorporating sustainability
optimising branding opportunities
ensuring safe and timeous delivery.

However, scratch beneath the surface and you’ll unfold a far more emotional proposition.

Receiving packages fuels anticipation and curiosity, resulting in the release of dopamine which is the brain chemical that generates euphoria. This in turn helps to create a memorable, positive connection with a brand, a clever little stratagem now referred to as ‘neuromarketing’.

Once this link is formed, it serves as a means to enhance visibility, build relationships and retain your employees and partnerships, thereby turning a simple act into a multifaceted game plan.

That’s pretty hardcore!

The keys to creating a deeper buy-in

There are two factors that help this along.

The first is about capitalising on ‘experience economy’

This catch phrase refers to an approach based around the value attached to selling a happening in conjunction with (if not over and above) your actual product.

Customers want to be engaged (and feel appreciated, fulfilled and connected) through emotional resonance... and the sentiment behind the perfect unboxing strategy does exactly that.

The second involves sharing

In a show-and-tell culture, being able to post your experience on social media (and get a response) holds a lot of value. Not only for the end user (who gets instant gratification) but also for your client, who will enjoy the benefits of being seen by the public at large without any financial investment.

Do this well, and you’ll also help them boost brand visibility through user-generated content (UGC) – also at no additional cost.

Both will ensure a decent return on investment (ROI) while showcasing your own skills as an accomplished corporate gifting specialist.

Perfecting your unboxing experience proposition

While industry norms include an average spend per gift (usually £50) and popular fillers (like food, wine and experiences), it goes without saying that you’ll need to stand out from the crowd. And attaining distinction involves imagination and a fresh approach.

Here are some ideas and considerations that will raise the bar.

Tell a story

Whatever you’re gifting is a representation of the giver, so make sure every element incorporates the ethos, character and imagery of the brand. This should be evident from the minute the parcel lands on the recipient’s doorstep.

Think beyond the box

Find an appropriate container – but don’t feel confined to a simple cardboard box. From sustainable fabric totes and high-end wicker hampers, baskets and trays to stylish bags and wooden crates, there’s enough on offer to be original.

Take a detailed approach

When we say, ‘unboxing experience’, we’re not just talking about a gift. Here’s a checklist that will help you elevate your offering:

Both the gift and box should be well considered and in accordance witih the recipient’s tastes.
Decide whether to wrap each product individually or leave some/all of them as is.
Think about placement within the container – is it visually appealing?
How does it open – a magnetic gift box, for example, trumps a normal folded one.
Distribute the weight of each item properly so that it feels balanced.
Make sure everything is sturdy and well-constructed.
A reusable container is always appreciated.
Take advantage of different textures to make the experience more tactile.
Use fillers to protect each gift from bashing together.
Find an outer transit box that will guarantee safe delivery.
Make sure the entire package has swag.

Brand smart

Branding is crucial. From fostering awareness and getting a message across to cementing that all-important connection, it links the entire gesture together.

But by no means think that it’s only for those with big budgets. Because, whether you personalise a sticker or put a logo on every element of the gift, it will have the desired effect.

Add the unexpected

Be astonishing – that’s what makes things memorable.

Think along the lines of:

pop-up features
some clever copy – or even a poem
hidden messages either within or under the box
secret compartments
a note detailing the unwrapping journey
vouchers (these will also encourage return business)
personal, hand-written cards
including new product samples
adding a specific scent
using QR codes to unveil an online experience or special discount.

Encourage sharing

You want your endeavours to be shared on social media, so find a way to encourage this. Not only will it promote your client’s brand, but it will also highlight the quality of your work as a corporate gifting company.

Make your corporate gift offerings count with WBC

We’ve been in the retail packaging and gifting industry for over 30 years, which has given us time to monitor trends, innovate new offerings and build up enough experience to ensure that we’ve got your back.

So, if you want to step it up, we’re here in full support.