29 Apr Why Tangible Marketing Materials Create Stronger Customer Connections
Think about the last time you received a beautifully designed invitation or a high-quality business card. You likely held onto it, maybe even pinned it to a board. That’s the power of print—it sticks.
Businesses often assume that online ads, emails, and social media are the best ways to reach customers. However, studies show that 82% of shoppers consider print ads their most trusted source when making purchasing decisions. The physical act of holding a printed piece triggers emotional and cognitive responses that digital content can’t match.
The Power of Touch: Why Physical Materials Stick
So, why does print marketing create stronger customer connections? The answer lies in psychology.
The Psychology of Print
Touch plays a crucial role in memory retention and emotional connection.
People are more likely to remember information when they physically interact with it. Printed materials, such as brochures, business cards, and direct mail, create a tactile experience that digital screens cannot replicate.
- Use high-quality paper stocks or textured finishes to enhance the sensory experience.
- Incorporate embossing, foil stamping, or soft-touch coatings to make materials stand out.
Print Builds Trust and Credibility
Consumers often perceive printed materials as more credible and trustworthy than digital ads.
A study by Temple University’s Center for Neural Decision Making found that physical media left a deeper footprint in the brain, suggesting greater emotional impact and memory retention than digital media.
- Invest in well-designed, high-quality print materials that reflect your brand’s professionalism.
- Use print to showcase testimonials, case studies, or product information in a tangible format.
- Leverage direct mail to create personalized, one-on-one connections with your audience.
Print Engages More Senses for Deeper Emotional Impact
Unlike digital content, which primarily relies on sight and sound, print engages multiple senses, including touch and even smell.
Studies have shown that multi-sensory engagement leads to deeper emotional connections, making printed materials more memorable.
- Experiment with scented inks, textured papers, or unique die-cut shapes to enhance engagement.
- Create interactive print pieces, such as pop-up brochures, scratch-off promotions, or QR codes, that blend print with digital experiences.
- Offer print materials that customers will keep and use, such as branded calendars or notebooks.
The Staying Power of Print
Digital ads disappear in seconds, emails get deleted, and social media posts fade into endless scrolling.
Print, on the other hand, has staying power. A well-placed business card, direct mail piece, or branded flyer can remain in a customer’s home or office for weeks, even months.
- Design print materials with long-term value, such as booklets, catalogs, or educational guides.
- Use variable data printing to personalize direct mail, increasing the likelihood of retention.
- Encourage customers to share print materials with others, extending their reach and impact.
Higher Response Rates: Print vs. Digital
According to the Data & Marketing Association, direct mail achieves a 4.4% response rate compared to email’s 0.12%. This highlights the effectiveness of a well-crafted mail piece over digital alternatives.
- Use postcards, flyers, or personalized letters to drive specific actions, such as event attendance or online purchases.
- Combine print and digital marketing by including QR codes or personalized URLs that track engagement.
- Test different print formats to see which generates the highest response rates for your audience.
While digital marketing has its place, print remains essential for building strong customer relationships. The psychology behind print marketing proves that tangible materials create deeper connections, foster trust, and leave lasting impressions.
Don’t let your brand get lost in digital clutter—contact us today to create standout print materials.