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

Freddy D: 00:00:00

Tyler DeLarm is the head of marketing at an unbox experience

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platform called undigital and one of the

brilliant minds behind unboxing marketing.

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He teaches DTC brands, how to build

relationships, drive, repeat business,

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and apply performance marketing

tactics to their most underutilized

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touch point, the unboxing experience.

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As a seasoned business leader

and marketing consultant.

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Tyler has a reputation for guiding

successful teams with optimistic

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kindness has spent much of his career

designing customer and employee

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engagement strategies around a

notion that companies chase revenues

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and brands build relationships.

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His unique combination of expertise

and brand positioning, organizational

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behavior and demand generation has been

instrumental in adding millions of dollars

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in annual revenue for multiple companies.

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Tyler holds a master of

business administration from

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the university of Cumbria.

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He maintains a lean six Sigma

black belt certification and is

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perhaps most well known for his work

developing the unboxing marketing

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strategies used by major DTC brands to

personalize their unboxing experiences.

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Outside the office.

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Tyler is a deeply involved parent an

enthusiastic pet owner, a creative

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musician, a prolific writer, a passionate

traveler, and a dedicated student of life.

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Welcome, Tyler DeLarm, to the

Business Superfan Podcast.

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How are you this afternoon?

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Tyler Delarm: Frederick,

it's a marvelous day.

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Any day I'm breathing.

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Great day.

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Freddy D: I agree.

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Any day that's topside is good.

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Tyler Delarm: Fair enough.

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Yeah.

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Freddy D: Tell me Tyler, how did you

get to where you are with UnDigital?

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Tyler Delarm: Alright, so when I started

here a couple years ago, the company

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had already, It already existed for a

while, but basically the origin of the

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company is that our founder, Ryan Millman

he has several different DTC brands

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and they ship out quite a few packages.

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And one day he's out in the

warehouse and just seeing all these

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packages how do we use this to

put a smile on a customer's face?

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Cause they're really big on customer

relationships and building out these

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superfans that will go on to increase

their revenue and drive loyalty.

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He's trying to figure out how

to get the packages to put a

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smile on the customer's face.

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And at first they started

sampling with Oh, maybe we put

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a handwritten note in there.

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So they put some notes in and then it

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

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We love the results, but

how do we expand that?

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And then they started building technology.

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That became a platform.

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And later that was just rolled

out to all the other customers.

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And at some point they're like, this

has generated so many super fans for us

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that we just need to go ahead and figure

out a way to bring this to other people.

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This could be its own product.

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Freddy D: What is the product

that you have nowadays?

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Tyler Delarm: Sure.

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We have what you call an

unboxing experience platform.

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And it works a lot like an email platform.

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We help customers to have a

strategy around what goes in the

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box, what message goes in the box.

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On the fulfillment side, right?

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Like when they go to ship an

order, a personalized print comes

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out and goes into the order.

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And that personalized print can say Hey,

Frederick, thanks for ordering this.

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Here's some other things

that you might like.

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It can say pretty much

anything that they want.

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Whatever personalization data the

customer has can go on the page.

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So these personalized flyers end up

not only just generating revenue, but,

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really making customers much happier

because they're getting message that's

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individual to them like it's one

to one messaging in every package.

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Freddy D: Because one of the things

that I've learned over the years in

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marketing is, if I send you let's

say a water bottle that has just

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your logo on it, it's about who?

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It's about the company.

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I add a name to it now.

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So here I got the same water

bottle but with my name on it.

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Now it's about me.

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So what you guys are doing is really the

same thing in a similar fashion, but a

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little bit different, is you're making,

you're sending out a personalized message

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to that individual versus a generic

one, which is night and day difference.

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Tyler Delarm: Oh, absolutely.

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The adding in personalization is how

we help people to build relevance with

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the audience to get the right message.

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The example I like to use is if

I am coming home and I'm like,

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Hey honey, I saw a cat outside.

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That's interesting.

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

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But if I say, Hey honey, your cat

just ran out the front door, right?

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There's action.

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That's immediate.

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That's relevant to me.

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I've got to go do something now.

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Freddy D: Yeah, exactly.

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Very straightforward there.

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Because it's really all about building

the relationships with, your internal

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team, your customers, and of course

all the complementary businesses, the

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suppliers, and that whole ecosystem

needs to have that personalization.

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Tyler Delarm: Yeah, it does.

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And when the messaging

and everything else.

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The messaging that you

use isn't personal, right?

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If you're marketing to everyone,

you're essentially marketing to no one.

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Freddy D: Correct.

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So let's talk a little bit about how

businesses can utilize this to really

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make themselves stand out against

the competition and create their own

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superfans because of the personalized

messaging within the packages that are

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going out or the messaging that goes out,

whether it's online or a physical item.

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Tyler Delarm: Sure.

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Unboxing marketing is a thing that a

lot of businesses are already doing.

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They may be putting a flyer in, they

may be putting in a handwritten note.

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The thing that they are probably not

doing is segmenting that well, and being

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like, ah this is this person's first

time ordering, or this is their second

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or third order, or this is based on the

products that they put in the package.

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Where we can help business is

taking those different segments and

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building out the messaging in such

a way that it drives a conversion.

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Like that we want them to for

instance, if they buy a specific

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product, we want them to give them

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

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Here's how you get the most

value out of it quickly.

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If you love this product, like

here's how you refer people.

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What we see a lot of businesses do

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

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one flyer and put it in every box.

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And a lot of people come to us and

they're like, Oh we've tried putting

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flyers in the boxes in the past

and it didn't get us good results.

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It just goes back to the marketing

to everyone thing, right?

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Like if they're not segmenting

it, it doesn't really add value.

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Freddy D: They can't relate

to it, it doesn't matter.

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When I was working with a interpreting

company, we created the messaging

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based upon the market segment that

we were targeting, so we presented a

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problem that they were experiencing.

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So if we were going with, for example,

immigration lawyers, We presented the

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challenges of, language barriers and

all that stuff and how we solved it

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and that in turn got them to contact us

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

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I have this ish.

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I'm gonna call these guys versus

look how wonderful we are and nobody

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cares because it's not relatable.

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Tyler Delarm: You're spot on,

and that's the difference between

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throwing something generic in a

box and personalizing it, like the

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personalized marketing in your packages.

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It's 10 X ROI for like

almost across the board.

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Like people just have

to put in the effort.

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If you learn to communicate with your

customers and figure out what their

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problems are, what their needs are,

and how to say Hey, we hear you.

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We see you, we're solving this.

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Or we're happy to have you.

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Thanks for being with us for so long.

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Like recognizing that relationship

is a huge step forward.

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And when you're not doing that, like

you're really just missing the boat on.

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

unboxing experiences, you're missing

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your most important touch point.

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Freddy D: Absolutely correct.

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Because one of the things I wrote in my

book is, people will crawl through broken

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glass for appreciation and recognition.

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And yeah.

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And so what you guys are doing is

you're One, in a sense, expressing

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appreciation as well as recognizing

them all in the same time, the way,

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with the approach that you're utilizing,

which, like you just said, is a game

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changer versus the generic aspect.

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And more importantly, what I really

liked was that you mentioned that you

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actually give them information and how

they can utilize whatever that product is.

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

but here's some applications that I

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can utilize that maybe that I didn't

think of, and then the other cool part

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that you mentioned was the fact that

you actually tell them how they can

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refer it, so now you're automatically

building in that superfan aspect of them

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that say, hey, if you love this thing,

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

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become the sales force for that company.

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Tyler Delarm: Yeah,

you're absolutely right.

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It's a huge gap when you're

sending out a message that

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doesn't give them a next step.

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Hey, here's how to continue

our relationship should be.

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Yeah, part of every message, whether

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

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you've got to give people the next step.

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Freddy D: So go on, you mentioned when

we talked earlier, about being able

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to track behavior and then continuing

that messaging and providing additional

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services based upon the feedback that you

get from the behavior of the recipient.

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Tyler Delarm: Sure.

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So with brand loyalty like the

main thing that we're measuring

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is a reorder rate on someone.

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So we take the customer's order feed we

separate orders and we're saying, oh, this

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group is going to get personalization.

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This group's not going

to get personalization.

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And then we track at the individual

level did this person receive a message?

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Did they reorder?

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What was the timeframe?

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What's like their average order value?

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To come up with okay Personalization is

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

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when you are able to measure out things

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

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You can come back and say, all right,

so we know this personalization or

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this campaign, is worth X dollars.

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And so we'll build out campaigns for every

single audience and then come back and

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measure what's the value of this audience?

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What's the potential opportunity

there if we optimize it further?

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

what you've got with personalization.

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Here's what you've got without it.

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And I will say the vast

majority of people.

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Don't ever stop being customers

simply because they're they can

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check the data on their own.

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

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We're taking their order feed and all

they have to do is look up their own

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order feed and be like, Oh my gosh, this

is really working or this isn't working.

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So it's not behind a wall or anything.

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It's really nice.

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Freddy D: Very cool.

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Continuing on that thread,

is how important is it to

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actually be tracking your stuff?

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Because a lot of small businesses and mid

sized businesses do marketing, but they

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don't really do a good job of tracking.

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How is that important is that data to

be able to properly engage the audience?

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Tyler Delarm: Oh, you could solve so

many people's marketing issues with this.

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Okay.

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So in general, if you're

marketing, just surely based on

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your gut you're probably wrong.

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I can't tell you how many times

that I've thought in my head, like

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this campaign is going to be great.

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And not just on digital, right?

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Like at any company where

I'm like, ah, this is going

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to, this is going to kill it.

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This is going to be amazing.

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And it comes back and it's not.

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And then the thing that sometimes I think

This probably isn't going to do that well.

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That ends up being the

thing that's amazing.

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So I would say marketing with

your gut is never a good idea.

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You should be tracking the data.

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You should be tracking the

outcomes and only the ones that

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you're going to use, right?

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If it's not relevant to you, what pages

they visited every single time, like if

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you're a small business, please don't

try and go and figure that out if you

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don't have the resources or the money.

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

metric and that's just their reorder rate.

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Yeah.

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There's other things like their AOV and

stuff, but if you're a small business,

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figure out what that, that metric, what

that KPI is, the one thing that matters

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to you most and put a system in place

for it, like anybody can track one thing.

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Then try it once you've got the ability

to track it, then just figure out,

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like, how do you move the needle, right?

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What works, what doesn't work, right?

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Freddy D: You got to be able to

pivot, tweak, adjust, reassess,

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tweak, pivot, adjust, and that's

exactly what we got to do.

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Tyler, can you share like a story

of how the service impacted one of

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your customers that utilize it and

how it transformed their business?

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Tyler Delarm: Sure.

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So for some of our clients they

haven't put anything in the box before.

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

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Like they're moving from having never used

the touchpoint to suddenly they've got an

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active touchpoint that's driving revenue.

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I'll say for our average customer we

can attribute like two to 5 percent of

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their revenue back to what they're doing

just out of the unboxing experience.

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So if you've never used it before

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

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suddenly getting 5 percent more revenue.

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That's a, that's an enormous

win for most people.

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Sure does.

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I can tell you that a lot of

people come to us and they've

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been handwriting notes, right?

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And so to move from I was handwriting a

thousand notes a month to this is fully

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automated is a huge win labor wise.

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Some people have a

complicated product, right?

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Like they've got feeding

guidelines for their food.

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And they need to give every single person

like, Hey, here's your custom diet.

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Here's how it works.

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Or here's the QR to your personal diet.

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And that ends up reducing their

customer support inquiries because

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people don't have questions like,

hey, is this too much for my dog?

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Is this the right amount?

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What am I supposed to give him?

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Works the same with beauty routines.

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Anything that has a lot of

questions it's a great win.

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Your biggest wins though for people could

come from people with loyalty programs.

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Your, You're able suddenly to target

the people who aren't in your program.

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

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Here's the benefit.

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

here's a personalized offer just for you.

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

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Freddy D: Hey, you've got this.

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Or getting reviews, asking for reviews.

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Tyler Delarm: Exactly.

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Exactly.

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Yeah.

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Yeah.

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Freddy D: Because the reviews

is the new word of mouth today.

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That's important.

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You think about it whenever you go

with your companion out to dinner,

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we all take a look at our smartphone,

we look at what the restaurant is,

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and we look at what the reviews are.

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Tyler Delarm: Guilty as charged.

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Freddy D: Yeah, we all do it now

it's standard, operating procedure.

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You're driving and say, okay, what do

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

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

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No, we're not going to there.

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So totally makes sense.

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So that's a great way to ask

for a review in a nice manner.

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Tyler Delarm: And there's other

great use cases that most people

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I don't think of considered

using it for make good campaigns.

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So let's say you ship a product,

the product arrives broken and

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your customer comes back to

you like, Hey, this is broken.

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Now you can send back Hey, Susie,

sorry about your makeup, here's this

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plus a large sample of something else.

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If you need anything else, you'll give me

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

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It doesn't have to be a person that

handwrites it every time, but to

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the customer, it is handwritten.

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And sometimes the customer is right

back to the company and they're

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like, Hey, thank you for doing this.

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Yeah, I think that's.

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It's a really cool technology.

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There's a lot of opportunities there.

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Freddy D: So how does it, how, can

you share a little bit about how

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it works and so that, the audience

has an idea of how this can be

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implemented for their business?

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Tyler Delarm: Sure.

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Okay.

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So if somebody's not using, on digital

and they want to do this on their own,

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the easiest thing they can do is start

with handwritten notes and maybe even

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a generic handwritten note that they.

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Just leave the first name off of it.

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So they print out a bunch of these

notes and they just write the first

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name on top, set them into their boxes.

311

: 00:15:25

That's the quickest way to

do first name personalization

312

: 00:15:29

for a small medium business.

313

: 00:15:30

If you're somebody that's looking

into, like, how do you do this with

314

: 00:15:34

a platform and automation basically

with Undigital, we would take in their

315

: 00:15:38

order feed and then there's a platform

that they would upload templates into.

316

: 00:15:42

Think of MailChimp or Canva or something.

317

: 00:15:44

There's templates that they'd

build out that's oh, we want

318

: 00:15:46

this to go out to this audience.

319

: 00:15:49

And then as the packages are being

fulfilled, depending on what their

320

: 00:15:53

fulfillment style is, because not

everybody's like using PAX stations or

321

: 00:15:56

a conveyor line, like we have a system.

322

: 00:15:58

That sets up.

323

: 00:15:59

So the piece that gets printed

out somewhere in their fulfillment

324

: 00:16:02

process, whatever works for their

team and it just goes into the box.

325

: 00:16:06

The operator doesn't need

to know who it's for.

326

: 00:16:08

It's just the right message to the

right person every single time.

327

: 00:16:10

So if it's their first time ordering,

That's the campaign that comes out.

328

: 00:16:15

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

subscriber and they want to become a

329

: 00:16:18

subscriber that's the one that pops out.

330

: 00:16:20

So there's logic that we

help set up and a strategy.

331

: 00:16:23

We'll build out a strategy and say hey

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

332

: 00:16:28

And if we just build up these

campaigns for you that's, what's

333

: 00:16:31

going to turn over profit.

334

: 00:16:32

And most people are just

like, yeah, let's do that.

335

: 00:16:34

Other people want to build

their own campaigns and we

336

: 00:16:37

support whatever they need.

337

: 00:16:38

Freddy D: Okay.

338

: 00:16:39

What about I'm just going

to throw this out there.

339

: 00:16:41

Tyler Delarm: Sure.

340

: 00:16:42

Freddy D: What about somebody that does

like print on demand kind of stuff,

341

: 00:16:45

where they're selling t-shirts and things

like that, is there a way that can be

342

: 00:16:49

hooked up to those types of businesses?

343

: 00:16:52

Tyler Delarm: So for anybody doing

less than 5, 000 orders a month.

344

: 00:16:57

I don't think the technology exists

anywhere in the world yet for that person.

345

: 00:17:02

That person really would have to rely on

like doing their own handwritten notes.

346

: 00:17:06

Freddy D: Okay.

347

: 00:17:07

So what is an ideal customer

for an Unboxed experience?

348

: 00:17:13

Tyler Delarm: Anybody over

a couple thousand orders a

349

: 00:17:15

month has great potential.

350

: 00:17:17

Somebody that is expecting to build

long term customers and superfans,

351

: 00:17:22

obviously, like if they're selling a

one time product they expect no one's

352

: 00:17:25

ever going to order again from them.

353

: 00:17:26

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

354

: 00:17:29

And we would tell them obviously

Hey, like this isn't for you.

355

: 00:17:31

We're not out trying to convince everybody

this is for them, but for the people

356

: 00:17:35

that want to do relationship building

and have long term customers that order

357

: 00:17:38

from them regularly, you're over a few

thousand orders a month, like those

358

: 00:17:42

are the people we want to talk to.

359

: 00:17:43

Freddy D: Okay.

360

: 00:17:44

So for example mentioned beauty supplies.

361

: 00:17:47

You mentioned someone does food,

for example an organization that

362

: 00:17:51

sends pre-prepped meals out . What

about what other industries?

363

: 00:17:55

Tyler Delarm: Oh, wow.

364

: 00:17:56

So I would say that we're in most

industries, like the big ones, right?

365

: 00:18:01

Beauty, nutrition, pets, clothing,

like any kind of apparel stuff.

366

: 00:18:08

You see a lot of these DTC

consumer brands with us.

367

: 00:18:12

I can tell you the industries that don't

necessarily make sense for us, like people

368

: 00:18:15

maybe selling coffins or like services.

369

: 00:18:19

It's few and far between who

we wouldn't recommend this to..

370

: 00:18:23

Freddy D: So it's mostly people that

have a product that gets shipped out, it

371

: 00:18:27

would be the ideal customer for you guys.

372

: 00:18:30

Tyler Delarm: If you're shipping

regularly to the same person you're in.

373

: 00:18:33

That's a good fit for you.

374

: 00:18:35

Freddy D: So tell me a little bit more

about the service and how it works

375

: 00:18:38

and some other clever usage for it.

376

: 00:18:41

Tyler Delarm: Sure.

377

: 00:18:41

So we talked about doing make

good with customer support getting

378

: 00:18:45

people into your loyalty program.

379

: 00:18:47

You should also, build out campaigns

for the people that have been in your

380

: 00:18:50

loyalty program for an extended period.

381

: 00:18:52

Your first time customers,

those are a big win.

382

: 00:18:55

First time customers, everybody should

be doing something really special for

383

: 00:18:58

their first time customers because

that person is just buying into the

384

: 00:19:02

relationship for the first time.

385

: 00:19:04

Send them something big,

send them a cool message.

386

: 00:19:06

I can't tell you how big a difference

it makes when you have a first

387

: 00:19:10

time customer campaign in place.

388

: 00:19:12

So if you're listening, you're trying

to figure something out, do something

389

: 00:19:15

for your first time customers.

390

: 00:19:16

So outside of your first time customers

your big wins come from looking

391

: 00:19:21

at how often is somebody ordering?

392

: 00:19:23

Is it their first order, second,

third, fourth, and then building a

393

: 00:19:26

campaign for each of those orders.

394

: 00:19:27

So we call this an order

count campaign series.

395

: 00:19:30

Once you look at how frequently

they're ordering, you can see

396

: 00:19:33

where your drop off is, right?

397

: 00:19:34

You can see ah, this person is likely to

discontinue ordering from us at order 4.

398

: 00:19:40

Alright, go into order 4 now and

figure out what are you going

399

: 00:19:44

to say to get them to order 5.

400

: 00:19:46

Then just keep going.

401

: 00:19:47

That's how you build up these people that

have a long term relationship with you.

402

: 00:19:51

You're providing a value to them, right?

403

: 00:19:53

Because like when somebody stops

ordering from you, what you're

404

: 00:19:56

really hearing is I don't need this

anymore, or I've moved somewhere else.

405

: 00:20:00

I've gone to someone else essentially

and you need to figure out.

406

: 00:20:03

Why is my average customer losing

their perceived value here?

407

: 00:20:07

Like, why do they find something

else better and figure out what can

408

: 00:20:10

you offer or put in the box that's

going to keep them into order five?

409

: 00:20:15

That's really what we encourage

people to do when they're figuring

410

: 00:20:18

out their segments, right?

411

: 00:20:18

So they build out their different

audiences and then they just try

412

: 00:20:21

to figure out how do you extend

those relationships further?

413

: 00:20:25

Freddy D: Yeah.

414

: 00:20:26

Because people, people

don't feel appreciated.

415

: 00:20:28

They don't feel recognized.

416

: 00:20:30

They're going to drift.

417

: 00:20:31

They're going to go someplace

else, just like you mentioned, and

418

: 00:20:33

so that's, it's really important.

419

: 00:20:36

You can maintain that relationship as

you, and you guys have a nice platform

420

: 00:20:40

that does that in an automated fashion

yet personalized, which is really cool.

421

: 00:20:46

The other aspect is, like you

mentioned, that first time customer,

422

: 00:20:50

one of the things I've learned and t

each people about sales is the sale

423

: 00:20:53

isn't the signing of the deal or them

processing the credit card through the

424

: 00:20:57

online platform to buy the product.

425

: 00:21:00

The sale is after that transaction

takes place, all the events

426

: 00:21:06

that happen, that's the sale.

427

: 00:21:08

Tyler Delarm: You're absolutely right.

428

: 00:21:09

Freddy D: Because it's the whole

customer experience aspect of it.

429

: 00:21:12

Is there a thank you?

430

: 00:21:14

Is there a follow up?

431

: 00:21:15

Is there a multitude of different

touch points beyond that?

432

: 00:21:18

You guys have that in

an automated fashion.

433

: 00:21:21

That creates that customer experience

to convert them or transform them into

434

: 00:21:25

a superfans, and man, this company

is really cool and now they start

435

: 00:21:29

telling all their friends about it.

436

: 00:21:31

We talked about earlier that you

create not only a loyalty program,

437

: 00:21:34

but you inform them on how they

can refer that, the product.

438

: 00:21:39

So, you're engaging them

to become your sales force.

439

: 00:21:43

A.

440

: 00:21:43

K.

441

: 00:21:43

A.

442

: 00:21:43

Superfan, that's promoting it to

everybody that they know, and you

443

: 00:21:48

can't buy that kind of marketing.

444

: 00:21:51

Tyler Delarm: You're right.

445

: 00:21:52

You're right.

446

: 00:21:52

That this the unboxing experience is

the biggest driver of user generated

447

: 00:21:56

content there is, for a touchpoint, right?

448

: 00:21:58

If somebody's not using it to try and

get a customer excited and be like,

449

: 00:22:02

hey, check out what I got, or look how

this came they're missing the boat.

450

: 00:22:05

They're leaving revenue on the table.

451

: 00:22:06

Freddy D: Absolutely.

452

: 00:22:07

Because that person, has friends over

and they say, Hey, look at this package

453

: 00:22:10

I got, and, and look at this little note

that I received and how cool is that?

454

: 00:22:14

That energy transforms and people go, wow.

455

: 00:22:17

Look at that company, check it out.

456

: 00:22:19

And it's just, those little

things are the big things.

457

: 00:22:22

Tyler Delarm: Yeah.

458

: 00:22:22

The unboxing experience

is irreplaceable, right?

459

: 00:22:24

Every single person gets it

a hundred percent open rate.

460

: 00:22:27

If you were going to tell an email

marketer Hey, this is going to be

461

: 00:22:29

read by a hundred percent of people.

462

: 00:22:31

What would you put in that?

463

: 00:22:32

And that's what should be

in your unboxing experience.

464

: 00:22:35

Freddy D: Absolutely correct.

465

: 00:22:36

Absolutely.

466

: 00:22:37

It should start off with you being

grateful for them being a customer.

467

: 00:22:41

It's amazing how many people

forget to say thank you.

468

: 00:22:44

Tyler Delarm: It really is.

469

: 00:22:46

Marketing aside, like that applies

to so many other things in life where

470

: 00:22:49

Freddy D: yeah,

471

: 00:22:50

Tyler Delarm: We should all

be a little bit more gracious.

472

: 00:22:52

Freddy D: Yeah.

473

: 00:22:52

It's the little things

that are the big things.

474

: 00:22:55

Because what you talk about is

also what I called in one of my

475

: 00:22:58

chapters is the unexpected extra.

476

: 00:23:01

And so you're creating, you're

adding in a little bit of an

477

: 00:23:05

unexpected extra in the way you're

communicating with the recipient of

478

: 00:23:10

the package is they're not expecting

that they're expecting the package.

479

: 00:23:15

Here's the instructions on how to use it.

480

: 00:23:17

And that's it.

481

: 00:23:18

We get stuff from Amazon all the

time and here's your box and here's

482

: 00:23:21

your stuff, and there you go.

483

: 00:23:24

What you guys are doing is

completely game changing.

484

: 00:23:27

And I really liked this unbox

experience because now all of a sudden

485

: 00:23:31

that person goes, Oh, wait a minute.

486

: 00:23:33

I got, I got my little package,

but then there's this note,

487

: 00:23:37

and it's wow, this is cool.

488

: 00:23:39

It says, thank you for being a customer

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

489

: 00:23:42

blah, and all that kind of stuff.

490

: 00:23:44

So that's really cool.

491

: 00:23:45

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

492

: 00:23:46

So I, this is a perfect opportunity to

blend what you guys are doing and what

493

: 00:23:51

I talk about, which is, transforming

the whole business stakeholder

494

: 00:23:57

experience from employees, customers,

complementary businesses into brand

495

: 00:24:02

advocates that I call business superfans.

496

: 00:24:05

Tyler Delarm: You got to have

an end to end strategy for it.

497

: 00:24:08

That's for sure.

498

: 00:24:09

What I think it's interesting

that basically every marketer can

499

: 00:24:13

agree, like personalization works.

500

: 00:24:15

And any place that they go to

personalize tends to generate results.

501

: 00:24:19

But very few people seem to be figuring

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

502

: 00:24:23

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

it's an important trend because,

503

: 00:24:26

you're differentiating yourself.

504

: 00:24:27

That's really the biggest thing is

you're differentiating yourself versus

505

: 00:24:31

the other company, your competitors and

that little extra is the difference.

506

: 00:24:40

I can, I'll share a quick story.

507

: 00:24:41

It's a different experience,

but similar concept.

508

: 00:24:44

We ordered food from a restaurant,

and I went to go pick it up,

509

: 00:24:49

got there, and , no order.

510

: 00:24:51

They never got the order.

511

: 00:24:52

I showed them the phone I

called and they apologized.

512

: 00:24:55

They got the manager to manage this.

513

: 00:24:57

Okay.

514

: 00:24:57

We'll cook the food and bought

me a beer while I waited.

515

: 00:25:00

Came back and we checked the order

and one of the orders was wrong.

516

: 00:25:03

So it's going downhill fast.

517

: 00:25:06

The manager apologized, says, he's

going to make sure it's all done.

518

: 00:25:09

He comes back and we double check and

he goes, hang on a second and this

519

: 00:25:14

is similar to an unboxing experience.

520

: 00:25:16

He goes back, comes back with a couple of

cheesecakes, puts them in there as dessert

521

: 00:25:21

for the inconvenience and everything else.

522

: 00:25:24

I ask how much do I owe?

523

: 00:25:25

He goes nothing, it's our complete,

our mistake, and he goes, and by the

524

: 00:25:30

way, and this is the little unboxed

thing, here's two 5 discount coupons

525

: 00:25:36

for both of you, not just one, for

both of you guys to come back here.

526

: 00:25:41

Tyler Delarm: Yeah, that's perfect.

527

: 00:25:43

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

528

: 00:25:44

I'm just telling you the story of that

place because, and their food's great.

529

: 00:25:48

It just, somehow things got messed

up, but they went above and beyond and

530

: 00:25:52

did the unexpected extra to turn us

into a superfan of that restaurant.

531

: 00:25:57

Tyler Delarm: Yeah.

532

: 00:25:57

And what did that cost them?

533

: 00:25:58

Like time, a few ingredients to

get a long term customer, that's

534

: 00:26:03

a calculated decision that I think

most people should be making.

535

: 00:26:06

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

536

: 00:26:09

How do we make this right?

537

: 00:26:10

Freddy D: That's one of your things about

your platform is it has that ability to

538

: 00:26:14

say, okay, acknowledge something and you

can send out a personalized note and stuff

539

: 00:26:18

like that says, Hey, we understand, John

or Susie that, this has got messed up.

540

: 00:26:22

We're really apologize, but here's

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

541

: 00:26:25

Tyler Delarm: Oh, absolutely.

542

: 00:26:26

Personally, right?

543

: 00:26:27

I think the technology that we're building

is the most exciting thing in D2C.

544

: 00:26:31

There's so many opportunities to drive

revenue there, and it's so easy to

545

: 00:26:35

figure out okay, this audience could

drive a lot of revenue, or this change

546

: 00:26:39

could mean a lot to our organization.

547

: 00:26:41

And I think a lot that's an insight

that most companies are, Like they

548

: 00:26:44

don't have available to them yet.

549

: 00:26:46

Freddy D: Yeah, and the other thing

is that I'm thinking, is that this

550

: 00:26:50

can be used for birthday marketing.

551

: 00:26:52

Tyler Delarm: Right.

552

: 00:26:53

Freddy D: One thing that people overlook,

and I'm going to share a tip here that

553

: 00:26:58

you guys can utilize, is Thanksgiving

is the ideal time to reach out to your

554

: 00:27:05

customer base and say, I'm grateful for

you and thank you for a customer because

555

: 00:27:10

it's, Thanksgiving, giving thanks.

556

: 00:27:13

So Thanksgiving is an ideal time to say

thanks to all your customers, and then the

557

: 00:27:18

other thing that I see that this can be

used as that I've recommended businesses

558

: 00:27:22

is Halloween is a fun goofy time.

559

: 00:27:25

So you can reach out to your customer

base again and suppliers and whatnot

560

: 00:27:29

and acknowledge in a fun way.

561

: 00:27:32

You're creating some certain touch

points between the end of the year for

562

: 00:27:36

the beginning of the upcoming year.

563

: 00:27:39

Tyler Delarm: So you've already picked

up on a lot of this, so maybe you

564

: 00:27:41

should be an unboxing marketer too.

565

: 00:27:43

You've got this already, right?

566

: 00:27:44

Around your birthday, so we don't always

ship, like somebody doesn't always ship a

567

: 00:27:47

box to someone on their birthday, right?

568

: 00:27:49

But if, oh, their birthday's two

months from now and they make an

569

: 00:27:51

order, it's like, hey, we know

your birthday's around the corner.

570

: 00:27:54

Here's this happy birthday

early or on the holiday stuff

571

: 00:27:57

like you, you're right, every.

572

: 00:27:59

Every holiday should have a campaign

or a theme or something like it's

573

: 00:28:03

depending on their resources and how

many campaigns that they're using.

574

: 00:28:06

They could put something in the box It's

not hard change it up like you don't want

575

: 00:28:09

to send the same thing over and over.

576

: 00:28:10

Freddy D: No, you want to leverage it

and that's why I've mentored people,

577

: 00:28:14

halloween, Thanksgiving and Holidays and

don't talk about your product or services.

578

: 00:28:19

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

say thank you and three, happy holidays

579

: 00:28:24

and hope you have a happy new year,

and zip it on the rest of the stuff.

580

: 00:28:29

Now you've positioned, yourself top of

mind , and the new year comes along,

581

: 00:28:33

you're going to keep that customer.

582

: 00:28:34

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

583

: 00:28:36

Some of the campaigns that we've seen

like around the birthdays, right?

584

: 00:28:39

That's a great call out because

those have been really successful.

585

: 00:28:42

Like when somebody feels appreciated

by a brand or they're recognized

586

: 00:28:46

on their birthday, like we

see that shared all the time.

587

: 00:28:48

That's, that's a solid idea.

588

: 00:28:50

Freddy D: Yeah.

589

: 00:28:50

Because it might be the only

birthday recognition they got.

590

: 00:28:55

We never think about that, but it could

be an elderly person, and that's it,

591

: 00:29:00

that's their only recognition, and

you've just made that person's day by

592

: 00:29:05

recognizing them for their birthday.

593

: 00:29:08

Tyler Delarm: Do you ever find it hard

to convince other marketers or other

594

: 00:29:12

people in business that relationship

building is really the way to go.

595

: 00:29:15

Because I do get occasionally people

thinking my customers do not have

596

: 00:29:18

a relationship with our company.

597

: 00:29:20

I'm like, yes, they do.

598

: 00:29:21

They absolutely do.

599

: 00:29:23

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

600

: 00:29:25

Freddy D: Yeah.

601

: 00:29:26

I just worked with a company, I'm not

going to name the industry or nothing like

602

: 00:29:29

that, but their mindset, and I stopped

working with them because, their mindset

603

: 00:29:35

was cemented was that we do excellent work

and they do good work and so therefore

604

: 00:29:41

people should be coming back to us.

605

: 00:29:44

Tyler Delarm: Okay,

606

: 00:29:44

Freddy D: Luck with that.

607

: 00:29:45

Tyler Delarm: Exactly.

608

: 00:29:46

It's a very strong position.

609

: 00:29:48

Wow.

610

: 00:29:49

Freddy D: I tried to convince

them that, no, you got to go build

611

: 00:29:51

relationships, you got to follow up,

you got to engage with these people.

612

: 00:29:55

The mindset that our work

speaks for ourselves, and people

613

: 00:29:58

should know our reputation.

614

: 00:30:00

Good luck with that, buddy, because

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

615

: 00:30:06

Tyler Delarm: Yeah, there are so many

people in the world building a great

616

: 00:30:09

product or creating great art that we're

never going to hear of because they're

617

: 00:30:12

not good at the relationship aspect.

618

: 00:30:14

Freddy D: People buy from

people that they like and trust.

619

: 00:30:17

Tyler Delarm: That's so true.

620

: 00:30:18

Oh my gosh, it's so true.

621

: 00:30:19

Freddy D: I've worked, with

certain industries where

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: 00:30:21

they've done an excellent job.

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: 00:30:23

They say thank you and all that stuff.,

And then you never hear from them again.

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: 00:30:28

Mind boggling, because that

customer is their gold and that

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: 00:30:32

whole existing customer base is

their potential superfans marketing

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: 00:30:38

machine that is not being leveraged.

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: 00:30:41

So what you guys are doing is

leveraging that marketing machine

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: 00:30:44

of that business's customer base.

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: 00:30:47

Tyler Delarm: Yeah, yeah, absolutely.

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: 00:30:48

Because like when we figuring, like

when we're trying to figure out your

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: 00:30:51

segments so we go in and see which ones

are most loyal, which I'm by loyal,

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: 00:30:56

who's reordering the most, right?

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: 00:30:57

Because that's what we focus on to

figure out those loyalty metrics.

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: 00:31:01

We just figure out what is

the message for this person?

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: 00:31:04

How do we build something for this person?

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: 00:31:07

And sometimes people are like Oh,

we'll just put in another insert or

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: 00:31:10

put in this thing about the product.

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: 00:31:12

Yeah, you can do that, but

that's something for everyone.

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: 00:31:15

How do you build something for

this one particular audience?

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: 00:31:17

You need to build something special,

and so it can sometimes be a lengthy

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: 00:31:23

conversation getting them there.

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: 00:31:24

I feel like we get most people over

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

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: 00:31:27

We're trying to connect with somebody.

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: 00:31:29

We're trying to build something unique

to this person and not just like a flyer

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: 00:31:33

that we could hand out on the street.

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: 00:31:34

Freddy D: Yeah it's all about

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

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: 00:31:40

Tyler Delarm: Yes.

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: 00:31:41

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

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

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: 00:31:47

kind of offer do you have for our audience

to check out the Unboxed experience.

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: 00:31:53

Tyler Delarm: Okay, sure.

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: 00:31:54

So if you're looking into enhancing

your unboxing experience, whether you

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: 00:31:58

use us or not, you can go to undigital.

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: 00:32:01

com.

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: 00:32:02

We've got guides, we've got different

resources that you can take and apply

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: 00:32:06

to your own unboxing experience,

whether you work with us or not, right?

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: 00:32:09

So go check out undigital.

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: 00:32:10

com, dig into it for a minute.

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: 00:32:12

If you have any questions or you need

any help, just chat us or give us a

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: 00:32:16

call, shoot us an email on the site.

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: 00:32:18

We'll help you build out strategies and

give you all sorts of advice for free.

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: 00:32:23

Whatever you need, just hit us up.

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: 00:32:25

Freddy D: Perfect.

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: 00:32:26

All right, Tyler, thank you very much for

being on the Business Superfans podcast.

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: 00:32:30

It's been a pleasure having a conversation

with you and we look forward to

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: 00:32:34

having you on the show down the road.

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: 00:32:37

Tyler Delarm: Frederick

sir, you have a lovely day.

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: 00:32:39

Thank you so much.