Print: The Multisensory Marketing Connection
Print marketing is often dismissed with the tired phrase, “Print is dead.” But this assumption couldn’t be further from the truth! In fact, the explosion of digital media has heightened print’s unique ability to engage audiences in ways that online channels simply can’t. Let’s dive into how the tactile, scent-rich, and even sound-activated elements of print can elevate your marketing strategy.
The Resurgence of Print in a Digital Age
Why Print Remains Relevant
Despite the heavy investment in digital channels, brands can harness the uniqueness of print to create immersive, multisensory experiences. A recent compelling headline from The Drum pondered, “As agencies sniff out scent specialisms, is poly-sensory branding here to stay?” This encapsulates the growing recognition among marketers that sensory experiences can leave lasting impressions.
Activating Key Senses in Print Marketing
Tactile Print: The Power of Touch
The first sense engaged by print is touch. Unlike digital content, printed materials offer a physical connection that can captivate consumers. Techniques like texturing, foiling, and embossing add depth and richness, making each piece not just seen but felt. Innovative embellishments can elevate your print material from ordinary to extraordinary, transforming a simple piece into a tactile experience that resonates.
Scent-Enhanced Print: A Fragrant Connection
Research indicates that smell influences human emotions significantly more than any other sense—up to a staggering 75%! This insight opens up exciting opportunities. Incorporating scents in print materials, such as scratch-and-sniff features or scent-infused brochures, can forge a deeper emotional connection with your audience. Plus, certain applications may qualify for the USPS’s 2025 Tactile, Sensory & Interactive (TSI) promotion, offering potential cost savings with a 4% postage discount.
Sound-Activated Print: A Symphony for Your Brand
Imagine receiving a mail piece that not only you can see and smell but also hear! By integrating sound chips into print materials or linking them to QR codes, brands can activate tailored audio experiences that enhance brand recognition. This sound branding can be a game-changer, adding yet another dimension to the consumer experience.
Why Multisensory Marketing Works
Creating Richer Omnichannel Experiences
Multisensory marketing is about forging a cohesive narrative. According to The Drum, this approach ensures that “all the senses are activated in a coherent fashion,” which creates richer, more integrated customer experiences. When print elements intermingle with digital channels, they resonate more profoundly with your audience, establishing a memorable and cohesive journey.
Boosting Brand Recall
While digital ads can disappear with a simple click, multisensory experiences linger in the mind. By engaging multiple senses, print materials activate the brain’s memory centers, helping to maintain attention and reinforce emotional connections. This means customers are more likely to remember your brand long after they’ve encountered it.
Driving ROI and Conversion Rates
Concerns about the measurability of print marketing compared to digital strategies are valid. However, by leveraging technology like QR codes and AR elements, printing companies can effectively track engagement and provide metrics that showcase the return on investment (ROI).
Positioning Print for Success
In this fast-paced, digitally-driven world, print still has the extraordinary ability to spotlight human senses. By reimagining print as a platform that excels in engaging multiple senses simultaneously, brands can set themselves apart from the digital crowd. As The Drum wisely notes, tapping into the innate human factors of our senses is key to creating unforgettable brand experiences.
Let’s advocate for print’s ongoing relevance and resilience. By blending creativity and innovation, we can forge unique, memorable experiences for audiences across various channels and media. Embrace the multisensory connection, and watch as your marketing efforts soar!
