One thing that’s definitely getting often overlooked in this giant digital world would have to be tangible marketing. When was the last time you focused on tangible marketing? Sure, it can be something like a coupon or a thank-you card, but how about a full campaign? You know, those physical, touchable marketing materials that you can hold in your hand and share with your customers. Yeah, a full-on marketing campaign based on that and not just some digital ad will eventually fade into obscurity.
But maybe it’s time to take a look at this again. Maybe it’s time to put more of an emphasis on this! So, with all of that said, here’s why tangible marketing is so important for your small business and why you should make it a key part of your marketing strategy.
What are Examples of Tangible Marketing?
Think of business cards you can hold, brochures you can flip through, and fun freebies like pens and stickers that you get at events. Technically, even those bespoke business cards that you give out during networking events that have your name on them can technically be seen as a form of tangible marketing.
It’s also about the signs and posters you see in stores, the packages that land on your doorstep, and even the displays in shop windows- anything that’s physical. People still love these, especially since they don’t seem as big as they used to be due to digital marketing, so in a way, they’re still a novelty.
You’re Standing Out Against Digital Marketing
Needless to say, digital marketing is the biggest go-to in marketing; it’s the most preferred. Besides, tangible marketing materials offer a breath of fresh air- thanks to that hint of novelty mentioned before.
It could be something like a beautifully designed brochure, a quirky business card, or a personalized thank-you note, but you have to keep in mind that tangible marketing materials grab attention in a way that digital content often can’t. So, just by embracing tangible marketing, you can make your brand stand out and grab the spotlight in a sea of online ads.
You’re Making a Lasting Impression
It’s easier to make a lasting impression with something physical than with something digital. Just think about it for a moment: if you’re scrolling online, like social media, and sometimes you’re only seeing colors until you slowly stop and look at the content, right?
You need to keep in mind that tangible marketing materials engage our senses and stick in our minds long after we’ve put them down. It could be something like the texture of a well-crafted flyer or the weight of a high-quality postcard or tangible marketing materials that make a lasting impression on your customers.
Building Up Trust and Connection
Having a website and a marketing campaign doesn’t necessarily mean that you’re building a connection or even credibility. Just take a look at ads on Instagram, TikTok, or even Pinterest; there are plenty of scams related to those.
In a way, because of that novelty, physical materials convey a sense of authenticity and permanence that digital content often lacks. When customers can hold your marketing materials in their hands, they’re more likely to trust your brand and feel a genuine connection with your business.
Better for Forging Meaningful Relationships
Now, this is something that digital marketing is barely able to do (unless it’s for signing up for an event). Tangible marketing materials provide opportunities for real, face-to-face interactions with your customers. It could be something like handing out business cards at a networking event or sending handwritten notes to your clients, or tangible marketing materials that can help you build meaningful relationships with your audience.
You’re pretty much showing that you can show your customers that you value their business and are committed to building genuine connections with them.
You’re Reaching Your Audience in a More Personal Way
So this is pretty much piggybacking on what was being said above. So, other than physical versus digital, there’s another massive difference- targeting. While digital marketing casts a wide net, tangible marketing allows you to target your audience in a more personal and meaningful way.
One of the best examples would be sending direct mail to a select group of customers or even handing out flyers in a specific neighborhood; tangible marketing materials let you tailor your message and reach your audience with precision. Plus, it’s ideal when it comes to local marketing. Sure, digital marketing is great, but combining the two for local marketing is sheer perfection. You can pretty much ensure that your marketing efforts are hitting the mark and resonating with your audience.
There’s Nostalgia
Did you know that tangible marketing materials have a unique ability to evoke emotions and create memorable experiences for your customers? A lot of people think it’s only the media that does this, but this can be done, too! For example, there’s some excitement about receiving a beautifully packaged product sample, right? There’s also the nostalgia of flipping through a printed catalog (super old-school). But in general, tangible marketing materials can leave a lasting impression that resonates with your audience on an emotional level.
You Can Still Be Creative
There’s something inspiring about holding a physical object in your hands—it has the power to spark creativity and ignite the imagination. Yes, by all means, you can still technically do this with digital marketing; there’s no doubt about that. But it’s just different with something physical- you can literally feel it.
If you think about it, tangible marketing materials provide a tangible representation of your brand and offerings, allowing customers to engage with your products or services in a hands-on way. One common example would be a cleverly designed brochure, but of course, there are even free samples, such as a card, you name it.
Easier for Showcasing Brand Personality
While yes, you can show off your personality easily in digital marketing, your customers can feel your brand personality with tangible marketing- literally, digital marketing can’t do that! Just think about it for a moment: there’s the design and messaging to the choice of materials and finishes; every element of your marketing materials should reflect your brand’s unique identity.
