Nearly every client asks us how to build the best box ever made. I’ll tell you. Apply consumer and influencer insights to create a sense of wonder. Why?
When we review performance stats with our clients and brands, we found a commonality among the most successful ones, and it has a lot to do with humanity and our world today. Sounds huge, but it’s manageable, let me explain. It boils down to our complex desire to experience wonder – if only for a moment – in an age when we’re feeling more disconnected and the velocity of life is catapulting us to what’s next quicker than ever. Wonder and tactile, authentic experiences have been stripped away in today’s era of insta-everything. We want to be surprised, but also in the know. We want to feel something and sink into a moment but also curate our response. Filter your consumer insights through this lens to create the highest ROI, best performing “brand experiences in a box,” that’s the secret. B2B, B2C, same application.
In today’s digital, volatile world human nature’s response is to seek self-expression, optimism, purpose, and natural narratives.
Our senses send complex messages to let our brains know what is going on around us.
Our five senses, Smell, Touch, Taste, Vision, and Hearing, work together to explain what our world is. However, when the world’s volatility and human connection rock off their axis, we seek ways to understand why our world is too – and that requires five additional senses to bring everything into focus again. Self-Worth, Saving Time, Feeling Special & Beautiful, Humor, and a Sense of Purpose combine to help us feel valued, present, and
In a word? We’re all seeking WONDER.
wonder | ˈwəndər | noun a feeling of surprise mingled with admiration, caused by something beautiful, unexpected, unfamiliar, or inexplicable: he had stood in front of it, observing the intricacy of the ironwork with the wonder of a child.
• the quality of a person or thing that causes wonder: Athens was a place of wonder and beauty.
• a strange or remarkable person, thing, or event: the electric trolley car was looked upon as the wonder of the age. • [as modifier] having remarkable properties or abilities: a wonder drug.
• [in singular] a surprising event or situation: it is a wonder that losses are not much greater.
Humans are seeking wonder, and brands are seeking two things: authenticity and embedded experiences. Think Supreme on the cover of the NY Post – a brand embedded into morning and evening commute times, and it was unexpected. Influencer Marketing promises to deliver both authenticity and embedded access to consumer’s lives. Done well, it can (and frankly, trial, education, discovery, and loyalty kits can too) if you look at them as more than product delivery.
Give your consumers and influencers a way to editorialize with their own voice and style, save them time, be sure they feel important, sometimes a sense of humor can break through, and don’t assume they know what your higher brand purpose is. Show them with an extraordinary narrative they can believe in.
Our minds were not developed to thrive solely on digital experiences. Yes, it’s just a box, but it gives us something we crave. Sensorial, tangible experiences and bite-size trial in a world of overwhelming choice.
What does your kit feel like? Smell like? How does it make someone feel? Can it help them immediately save time or feel better about themselves? Do they know what your brand purpose is? Better yet, can they feel it?
That’s a win, every time.