For many, the coronavirus pandemic has put life on pause –– no more going places, seeing things, and no visiting family and friends. The end result of this being, consumers are spending a lot more time online, writes, Nick Runyon, CMO, PFL.
As our reliance on brands like Zoom, Facebook, Slack, Skype, LinkedIn and the like increases, it is a seemingly advantageous situation for brandsOpens a new window . More website traffic equals more opportunity to convert, right? The reality is that the world just became noisier.
Brands are working to find more leads and drive conversions. Events, which have traditionally been a strong part of multi-channel marketing strategies, are being cancelled or going digital which just creates more digital clutter. So how can brands leave a lasting impression with a prospect when they’re limited to digital interaction? Let me be the first to say, it is not with more digital touchpoints. Don’t limit your marketing to only digital. Integrate the digital and physical experience of your brand via tactile marketing automationOpens a new window (TMA).
What Is Tactile Marketing Automation and What Does It Look Like in Practice?
 TMA is not direct mail. Direct mail is a one-to-many strategy whereas TMA is truly one-to-one at scale. TMA delivers a tactile asset, using digital signals to inform the content and timing of your direct mail, whether it is a personalized letter or a dimensional kit with branded product. TMA creates a strong connection between your customer and your message to keep your solution top of mind, generate buzz, discussion and even advocacy within the account.
Think, once a prospect downloads an eBook as part of your mapped customer journey, an email is sent to them asking for their preferred shipping address and a promise to keep the valuable experience moving ahead. Once they complete the form, a box of goodies, including something like a cocktail kit and snack mix, is sent to their doorstep with a branded cup and a note from their business development representative asking to chat about the eBook and your solution while the prospect enjoys the treat.
Why it Works
I want to make an important distinction. Branded goodies and swag will not convince a prospect to buy your solution. However, what TMA will do is create a moment with your prospect to further explain your value proposition and what your solution brings to the table. How you create that moment and what you do with it are up to you!
TMA works. And, I have got the research to prove it. According to a recent Info Trends reportOpens a new window , response rates jump from 7.4% (print only) and 7.9% (email only) to 9.5% when the campaigns are multichannel. Tactile marketing pieces can drive 184 times greater response rates than online display ads and 36 times greater than email or paid search for marketing teams, the ANA/DMA foundOpens a new window .
Think about the difference in a brand reaching out to you digitally vs. what you might feel if they sent you a physical experience. The physical touchpoint makes a huge difference in an experience with a brand. With TMA, the touchpoint is personal and it comes at the right time.
In Practice
PFL has been working with some of the biggest brands to develop creative and effective direct mail programs during the pandemic. For those teams who relied heavily on events, we created, “booth in a boxâ€. With it, companies can utilize the branded swag and materials that they planned on taking to a conference, but send it directly to the prospect. It is a way to repurpose the show expense, and still create person-to-person interactions to engage with those they would have seen at the conference.
Though the coronavirus pandemic has shaken the way marketers are reaching prospects, brands still have the opportunity to connect with prospects in a meaningful, creative way. Your 2020 marketing goals are still within reach, providing your customers and prospects with valuable tactile marketing experiences along the way.