A few weeks ago I attended a presentation by a leading motivational business speaker and CEO coach. He flits around the world talking, mentoring and coaching senior executives who pay serious money for his advice and wisdom.
Recently he was with a client and in the middle of his session there was a knock on the door and in walked his PA with a small package. The parcel was quietly placed on the CEO’s desk and the business coaching continued uninterrupted.
However as they progressed it was clear that his clients mind was somewhere else. It was now on the parcel. The coach, realising this, suggested that they pause so that he could open the parcel and then they could return to the mentoring session.
So the CEO smiled like a schoolboy and opened the parcel. The cellophane was removed and he began to open the box. It was impossible to open it in a hurry, the lid clung to the box so that it opened at it’s own speed.
Inside was his shiny new iPhone 5. It was it’s launch day! He switched it on, caressed the screen and replaced it in the opened box. The coaching resumed for a few minutes
but once again the mentor realised his client’s mind was on his new piece of technology.
“Is there someone you’d like to send a message to?” he asked. The CEO picked up the phone and rapidly sent a text to a friend…from his new iPhone 5. The business coaching then continued without further interruption.
And the moral is? Apple have got it sussed? Not quite, their share price continues to fall.
It’s all in that box opening, the anticipation and the process. It’s a key part of the customer journey. And to state the obvious further, try typing box opening into YouTube and see
how many films there are of grown men opening technology boxes…with millions of people viewing them! For technology geeks all that’s missing is some 70’s funk and a man knocking and saying he’s come to fix the fridge on the opening scene!
These moments of arrival, whether it’s an iPhone 5, a view down Main Street at Disneyland or the scoring of the Kitkat foil, are major, and very emotional, brand touch points. They generate conversations, recommendations and advocacy. They’re the final point of anticipation post purchase and pre consumption. Design the brand conversations wrong at this point and you underwhelm and derail everything that’s gone before.
Align them right and you can get your customer to twice halt a mentoring session, with a £4k per day coach, to use and appreciate your brand and be perfectly happy doing so.