May 20, 2020
From Zoom-induced migraines to scrolling aimlessly through the unexplored depths of social newsfeeds and Netflix, we, the connected people, are on track for some serious digital exhaustion. And while there are endless opportunities for brands to still use digital channels to capture eyeballs and stay top of mind, it’s increasingly harder to win over consumers’ hearts.
What people are craving is the one thing we can’t get through a touchscreen – touch itself. Is it any surprise that the first thing Canadians want to do when quarantine ends is hug a loved one1?
Now is the time to seriously consider adding something tangible into your communications mix. A little paper stock and craftiness can go a long way.
We’re seeing more and more brands – small to big – embracing physicality during this time of physical distancing.
Gay Lea Foods Co-op (working with Chalkboard Marketing and Purpose Ink) delivered surprise-and-delight baking kits2.
To launch their dry gin soda, Good Sunday, invested in slick packaging and giveaway boxes to generate awareness on a budget3.
48North Cannabis Corp. sent out brand swag to commenters on their International Women’s Day social post.
And it doesn’t always have to be something big budget. In fact, small businesses and frontline employees are masters of adding a human touch to simple delivery.
Cineplex’s Rec Room hand-wrote a complete trivia game on their delivery bags.
And baristas at a Starbucks location included hand-sketched drawings and handwritten quotes with their deliveries.
From your own UberEats delivery to the latest marketing news, inspiration is everywhere. Take a hard look at your current communications and ask yourself how you can provide a tangible, meaningful experience to your own target audiences while they’re housebound.
In short, to quote a certain ’80s superstar, “let’s get physical, physical.”