You know most of your customers are exceedingly online. They’re checking their social media accounts, emails, and doing online shopping. Maybe you’ve tapped into these markets, and maybe you’ve had a lot of success doing so. But in order to maintain your competitive edge, you need something else: tactile marketing.
Tactile marketing is a form of content marketing that works effectively in both the B2B and B2C marketing spaces. It’s strongly tied to direct mail but also works within digital marketing campaign efforts.
So what exactly is tactile marketing, and how can your business benefit from it?
What is Tactile Marketing?
For now, human beings are entirely physical creatures. We interact within our reality by touching and manipulating objects around us. We are constantly receiving countless signals in our brains of the texture, weight, temperature, shape, and flexibility of the objects we handle. Without this feedback, we’d be little more than brains in vats.
That’s where marketing psychologists have worked a lot of magic. They realize that consumers make purchasing decisions based on a number of these subconscious factors. If you’re able to take advantage of this in your advertising strategies, there’s a good chance you’ll increase sales and customer retention in the long run.
How Does Tactile Marketing Work?
Your customers are not stupid. They can tell the difference between how one product feels vs. another. They know how much time and effort went into one product over another, and whether or not the materials they’re made from are high-quality.
That’s how tactile marketing gives you an edge over the competition. It’s all about the quality of your direct mailers and other print marketing materials that end up in customers’ hands. And when you consider that direct mail marketing often garners stronger response results than email marketing, you know you shouldn’t cut back on quality.
Whether you strongly believe in the positives of physical print media or not, the studies show that it still works. And the better you master the feel of your print media, the better returns on your investment your business will see.
How You Can Take Advantage of Tactile Marketing
Businesses have a huge range of avenues to utilize effective tactile marketing principles. You can host events or attend them and pass out invitations and postcards to your customers. You can personalize them and use laser cutting and shimmering to enhance the look and feel of these items.
Your business could print a regular newsletter that keeps your customer base up-to-date on every aspect of your business and your community. You can print catalogs of your products that customers can hold onto for months at a time, referring back to whenever they want something you have to offer. Then, you can send out special promotional items with a unique touch that allows customers to feel like they have a part of your business in their hands at all times. This is especially useful for service-oriented businesses.
Just because the Internet is here to stay doesn’t mean the old school methods are part of a dying art form. Instead, the digital world should be seen as a new bag of tools that still can’t replace the old one.
If you’re ready to revamp your business’s print marketing strategies, remember the term tactile marketing. It could make all the difference in your advertising campaign’s success.
To learn more about print marketing techniques, keep up with the Linemark blog each week!