On previous post, 1 tip to stun your onboarded customer, I shared with you my idea about product unboxing concept (read it first if you haven't done it).
I promised to share how to make it successful, so here it goes.
I studied a lot what makes a consumer goods unboxing successful clip, and from the other side of the equation- what retailers/manufacturers are doing to make a good unboxing experience.
And my real challenge was how to translate a physical unboxing experience of consumer goods to a SW unboxing experience in large enterprise organization. Challenge!
I summarized it into 4 elements:
1. Surprise
There must be an element of surprise in the unboxing experience. Something that your audience didn't expect. Extra features, module for trial, ready-made dashboard - you name it . Something that they would not expect to have on that time or make the event in a way they would not expect from your company.
2. Delight
Add free users, give trial modules they wouldn't expect, add freebies to the event, refreshments, any of the above and more. Make sure to find your way to do the 'extra mile'.
3. Wow
The wow effect is important to stun them. First - everything should work smoothly, from the product to the line up of the event. Add physical element to the unboxing experience, we designed together with our marketing a real cool box, that you could really unbox the product (and I remind you, it's a SW...). Add gamification element to the event - it will boost the energy in the room!
4. Build-up
Create a build up for the event. The live event itself is not the start of the unboxing, it should really start from few weeks back. Create teasers for the audience, raise the expectation bar, make sure they feel something different in the air is coming. Email teasers, snippets from the app, short clip, anything works.
Wow your customers, let me know for any questions!
Dror