{"id":8093,"date":"2021-03-21T08:19:48","date_gmt":"2021-03-21T12:19:48","guid":{"rendered":"https:\/\/paragraphinc.ca\/make-your-marketing-stand-out-with-personalization-copy\/"},"modified":"2021-04-17T14:52:23","modified_gmt":"2021-04-17T18:52:23","slug":"upgrading-your-impact-the-engaging-power-of-touch","status":"publish","type":"post","link":"https:\/\/paragraphinc.ca\/en\/upgrading-your-impact-the-engaging-power-of-touch\/","title":{"rendered":"Upgrading your Impact: The Engaging Power of Touch"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row css=&#8221;.vc_custom_1616081544075{margin-top: -30px !important;}&#8221;][vc_column width=&#8221;3\/4&#8243; css=&#8221;.vc_custom_1616081531625{border-right-width: 1px !important;padding-top: 0px !important;padding-bottom: 0px !important;border-right-color: #e6e6e6 !important;border-right-style: solid !important;}&#8221;][vc_single_image source=&#8221;featured_image&#8221; img_size=&#8221;full&#8221;][\/vc_column][vc_column width=&#8221;1\/4&#8243; css=&#8221;.vc_custom_1616081554774{margin-top: 0px !important;padding-top: 0px !important;}&#8221;][vc_column_text css=&#8221;.vc_custom_1616083567961{margin-top: 0px !important;margin-bottom: 12px !important;border-bottom-width: 1px !important;padding-top: 0px !important;padding-bottom: 12px !important;border-bottom-color: #e6e6e6 !important;border-bottom-style: solid !important;}&#8221;]<\/p>\n<h4><strong>Recent posts<\/strong><\/h4>\n<p>[\/vc_column_text]<div class=\"eltd-blog-list-holder eltd-minimal \">\n\t<ul class=\"eltd-blog-list\">\n\t<li class=\"eltd-blog-list-item clearfix\">\n\t<div class=\"eltd-blog-list-item-inner\">\n\t\t<div class=\"eltd-item-text-holder\">\n\t\t\t<h4 class=\"eltd-item-title\">\n\t\t\t\t<a href=\"https:\/\/paragraphinc.ca\/en\/supremex-announces-the-acquisition-of-impression-paragraph-inc\/\" >\n\t\t\t\t\tSupremeX announces the Acquisition of Impression Paragraph Inc.\t\t\t\t<\/a>\n\t\t\t<\/h4>\t\t\t\n\t\t\t\t\t<\/div>\n\t<\/div>\t\n<\/li>\n<li class=\"eltd-blog-list-item clearfix\">\n\t<div class=\"eltd-blog-list-item-inner\">\n\t\t<div class=\"eltd-item-text-holder\">\n\t\t\t<h4 class=\"eltd-item-title\">\n\t\t\t\t<a href=\"https:\/\/paragraphinc.ca\/en\/the-real-reason-behind-the-printing-paper-shortage\/\" >\n\t\t\t\t\tThe REAL reason behind the printing paper shortage\t\t\t\t<\/a>\n\t\t\t<\/h4>\t\t\t\n\t\t\t\t\t<\/div>\n\t<\/div>\t\n<\/li>\n<li class=\"eltd-blog-list-item clearfix\">\n\t<div class=\"eltd-blog-list-item-inner\">\n\t\t<div class=\"eltd-item-text-holder\">\n\t\t\t<h4 class=\"eltd-item-title\">\n\t\t\t\t<a href=\"https:\/\/paragraphinc.ca\/en\/agility-its-part-of-our-dna\/\" >\n\t\t\t\t\tAgility&#8230; It&#8217;s Part of Our DNA\t\t\t\t<\/a>\n\t\t\t<\/h4>\t\t\t\n\t\t\t\t\t<\/div>\n\t<\/div>\t\n<\/li>\n<li class=\"eltd-blog-list-item clearfix\">\n\t<div class=\"eltd-blog-list-item-inner\">\n\t\t<div class=\"eltd-item-text-holder\">\n\t\t\t<h4 class=\"eltd-item-title\">\n\t\t\t\t<a href=\"https:\/\/paragraphinc.ca\/en\/three-signs-youre-ready-for-a-digital-storefront\/\" >\n\t\t\t\t\tThree signs You&#8217;re ready for a Digital Storefront\t\t\t\t<\/a>\n\t\t\t<\/h4>\t\t\t\n\t\t\t\t\t<\/div>\n\t<\/div>\t\n<\/li>\n<li class=\"eltd-blog-list-item clearfix\">\n\t<div class=\"eltd-blog-list-item-inner\">\n\t\t<div class=\"eltd-item-text-holder\">\n\t\t\t<h4 class=\"eltd-item-title\">\n\t\t\t\t<a href=\"https:\/\/paragraphinc.ca\/en\/speed-to-market-matters-for-point-of-sale-displays\/\" >\n\t\t\t\t\tSpeed to Market Matters for Point-of-Sale Displays\t\t\t\t<\/a>\n\t\t\t<\/h4>\t\t\t\n\t\t\t\t\t<\/div>\n\t<\/div>\t\n<\/li>\n\t<\/ul>\t\n<\/div>\n[\/vc_column][\/vc_row][vc_row css=&#8221;.vc_custom_1616081845984{margin-top: 36px !important;}&#8221;][vc_column width=&#8221;3\/4&#8243;][vc_column_text css=&#8221;.vc_custom_1616292748284{padding-top: 24px !important;padding-bottom: 12px !important;}&#8221;]<span style=\"font-weight: 300;\">Your marketing audience can\u2019t turn around in their chairs without being confronted by a flood of competing messages.<\/span><\/p>\n<p><span style=\"font-weight: 300;\">It\u2019s quite challenging to set your message apart from all the rest. That\u2019s why carefully targeted messaging is crucial to the success of any marketing effort.<\/span><\/p>\n<p><span style=\"font-weight: 300;\">Many of the newest digital print production techniques offer ways to dramatically increase the impact of your marketing communications \u2014 enhanced finishing effects that make people look more closely \u2014 and give you a special edge when you\u2019re targeting high-value clients and prospects.<\/span>[\/vc_column_text][\/vc_column][vc_column width=&#8221;1\/4&#8243; css=&#8221;.vc_custom_1616082669822{border-top-width: 1px !important;border-bottom-width: 1px !important;background-color: #e6e6e6 !important;border-top-color: #4b7c9e !important;border-top-style: solid !important;border-bottom-color: #4b7c9e !important;border-bottom-style: solid !important;}&#8221;][vc_column_text css=&#8221;.vc_custom_1615907634878{margin-top: -12px !important;}&#8221;]<\/p>\n<h3 style=\"text-align: center;\"><strong><span style=\"color: #000000;\">Haptic<\/span><\/strong><\/h3>\n<p>[\/vc_column_text][vc_column_text css=&#8221;.vc_custom_1615907621013{margin-top: 12px !important;}&#8221;]<\/p>\n<p style=\"text-align: center;\"><span style=\"text-align: center; font-size: 60px; family=montserrat: black; font-weight: 600;\"><span style=\"color: #4b7c9e;\">[hap-tik]<\/span><\/span><\/p>\n<p>[\/vc_column_text][vc_column_text css=&#8221;.vc_custom_1615909126062{margin-top: 6px !important;margin-bottom: -9px !important;padding-right: 5% !important;padding-left: 5% !important;}&#8221;]<\/p>\n<p style=\"text-align: center;\"><span style=\"font-weight: 400;\"><small>of or relating to the sense of touch:<br \/>\n<\/small><\/span><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><small>the haptic sensation of holding a real book in your hands.<\/small><\/span><\/span><\/p>\n<h3 style=\"text-align: center;\"><\/h3>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row rtl_reverse=&#8221;yes&#8221; css=&#8221;.vc_custom_1616292800316{margin-top: 12px !important;}&#8221;][vc_column width=&#8221;1\/4&#8243; css=&#8221;.vc_custom_1616082863061{border-top-width: 1px !important;border-bottom-width: 1px !important;background-color: #e6e6e6 !important;border-top-color: #4b7c9e !important;border-top-style: solid !important;border-bottom-color: #4b7c9e !important;border-bottom-style: solid !important;}&#8221;][vc_column_text css=&#8221;.vc_custom_1616074568002{margin-top: -12px !important;}&#8221;]<\/p>\n<h3 style=\"text-align: center;\"><strong><span style=\"color: #000000;\">WOW!<\/span><\/strong><\/h3>\n<p>[\/vc_column_text][vc_column_text css=&#8221;.vc_custom_1616074594503{margin-top: 12px !important;}&#8221;]<\/p>\n<p style=\"text-align: center;\"><span style=\"text-align: center; font-size: 60px; family=montserrat: black; font-weight: 600;\"><span style=\"color: #4b7c9e;\">[wou]<\/span><\/span><\/p>\n<p>[\/vc_column_text][vc_column_text css=&#8221;.vc_custom_1616075108766{margin-top: 6px !important;margin-bottom: 6px !important;padding-right: 5% !important;padding-left: 5% !important;}&#8221;]<\/p>\n<p style=\"text-align: center;\"><span style=\"font-weight: 400;\"><small>slang : a person or thing that is amazingly successful, attractive, etc.<\/small><\/span><\/p>\n<p>[\/vc_column_text][\/vc_column][vc_column width=&#8221;3\/4&#8243;][vc_column_text css=&#8221;.vc_custom_1616370118009{margin-top: 9px !important;}&#8221;]<span style=\"font-weight: 300;\">If you\u2019ve identified target audience groups that are worthy of special attention, there\u2019s a way for you to capture their\u00a0 attention \u2014 by creating marketing pieces with a WOW factor \u2013 something special that will create a more powerful connection with those high-value targets.<\/span><\/p>\n<p><span style=\"font-weight: 300;\">The WOW factor is big. It\u2019s based on solid scientific evidence, and it goes far beyond fancy effects. Why do these special enhancements have such impact? The answer actually comes from science&#8230;And that answer is HAPTICS \u2014which means \u201c<\/span><i><span style=\"font-weight: 300;\">based on or relating to the sense of TOUCH<\/span><\/i><span style=\"font-weight: 300;\">.\u201d <\/span><span style=\"font-weight: 300;\">The science of haptics proves that the objects we touch can convey feelings and emotions which directly influence our decisions. <\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row el_class=&#8221;vergex-post-narrow&#8221; css=&#8221;.vc_custom_1616082272883{margin-top: 18px !important;}&#8221;][vc_column][vc_column_text]<span style=\"font-weight: 300;\">These special enhancements are unique and completely unexpected by the recipients: three-dimensional coatings that look like raindrops or shiny, shimmery effects combined with matte finishes. Or metallic foil effects that can be uniquely personalized \u2014 a different piece for each recipient.<\/span><\/p>\n<p><span style=\"font-weight: 300;\">Back in the days before e-commerce became a thing, people went to stores, picked up products, and decided to buy them based not only on the look, the texture, the weight and the feel of a product but also on the beauty and quality of it\u2019s packaging.<\/span><span style=\"font-weight: 300;\">\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 300;\">What retailers knew back then is that <\/span><span style=\"font-weight: 300;\">simply touching an object increases a sense of connection with that object. An<\/span><span style=\"font-weight: 300;\">d that\u2019s STILL true today<\/span><span style=\"font-weight: 300;\">. \u201c<\/span><i><span style=\"font-weight: 300;\">From feelings of connection, purchasing becomes almost a foregone conclusion<\/span><\/i><span style=\"font-weight: 300;\">,\u201d says famed researcher, Joann Peck, from the University of Wisconsin.<\/span><\/p>\n<p><span style=\"font-weight: 300;\">In fact, a field of science called \u201c<\/span><i><span style=\"font-weight: 300;\">embodied cognition<\/span><\/i><span style=\"font-weight: 300;\">\u201d points out that our decision-making isn\u2019t made solely in our brain. Decisions are clearly influenced, and often directed, by the body and its many senses: touch, smell, hearing, sight and taste.\u00a0 As marketers, it\u2019s our job to stimulate those senses in a positive way that leads to positive actions.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 300;\">OK, so what does this have to do with marketing or putting ink on paper?<\/span><\/p>\n<p><span style=\"font-weight: 300;\">Well, it has A LOT to do with it. Because even though people may be relying on the internet to make purchases, they still like to touch stuff.\u00a0 How can you connect with them on that sensory, HAPTIC level?<\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row css=&#8221;.vc_custom_1616083083268{margin-top: 18px !important;}&#8221;][vc_column width=&#8221;7\/12&#8243;][vc_column_text]Here are a few examples of how you might put special finishing enhancements to work:<\/p>\n<p><b><i>Coatings:<\/i><\/b><span style=\"font-weight: 300;\">\u00a0 <\/span><span style=\"font-weight: 300;\">Whether it\u2019s a glossy or\u00a0 matte finish \u2014 or a<\/span><i><span style=\"font-weight: 300;\"> soft-touch<\/span><\/i><span style=\"font-weight: 300;\"> coating that gives your printed pieces a velvety feel.<\/span><span style=\"font-weight: 300;\"> Remember what we said about embodied cognition? A piece that FEELS special connects with you \u2014 coatings can have a dramatic effect on your audience,\u00a0 making\u00a0 them feel connected and wanting to want to know more about what they\u2019re touching.\u00a0<\/span><\/p>\n<p><i>Laminations<\/i> <span style=\"font-weight: 300;\">come <\/span><span style=\"font-weight: 300;\">in a variety of alternatives, like soft touch, high gloss, or even textures of cloth or wood grain. They also protect the piece from scratches and fingerprints while adding a sophisticated feel.<\/span><\/p>\n<p><b><i>Metallic foil: <\/i><\/b><span style=\"font-weight: 300;\">People like the shiny stuff. It dazzles and distracts and causes quite a stir. Digital print production lets you easily put foil to use.\u00a0 Foil can allow a designer to add some shimmer and sparkle, using an endless range of colors, and you can even have a pearlescent, metallic or clear finish.\u00a0<\/span><\/p>\n<p><b><i>Digitally-personalized coatings:<\/i><\/b><span style=\"font-weight: 300;\"> This technique is the perfect way to capture\u00a0 your target audience\u2019s attention. Imagine, receiving a piece specially made for you, with your name in gloss varnish or metallic foil. Who could resist the urge to connect with that unique piece? <\/span>[\/vc_column_text][\/vc_column][vc_column width=&#8221;5\/12&#8243;][vc_empty_space height=&#8221;50px&#8221;][vc_single_image image=&#8221;8155&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; css=&#8221;.vc_custom_1616086946354{padding-right: 5% !important;padding-left: 5% !important;}&#8221;][vc_column_text css=&#8221;.vc_custom_1616369154111{margin-top: 12px !important;padding-right: 5% !important;padding-left: 5% !important;}&#8221;]<strong><small>Our WOW! sampler booklet demonstrates a range of digital foil and coating enhancements that can be applied to your upcoming print projects.\u00a0<\/small><\/strong>[\/vc_column_text][\/vc_column][\/vc_row][vc_row el_class=&#8221;vergex-post-narrow&#8221; css=&#8221;.vc_custom_1616158182076{margin-top: 18px !important;}&#8221;][vc_column width=&#8221;1\/12&#8243;][\/vc_column][vc_column width=&#8221;5\/6&#8243;][vc_video link=&#8221;https:\/\/vimeo.com\/506889504&#8243;][vc_column_text css=&#8221;.vc_custom_1616076781239{margin-top: 12px !important;}&#8221;]<strong><small>Here are a few of the digital finishing enhancements we\u2019ve been using to add a personalized sense of touch to documents and mailers.<\/small><\/strong>[\/vc_column_text][\/vc_column][vc_column width=&#8221;1\/12&#8243;][\/vc_column][\/vc_row][vc_row css=&#8221;.vc_custom_1616086782717{margin-top: 18px !important;}&#8221;][vc_column width=&#8221;7\/12&#8243;][vc_column_text]<span style=\"font-weight: 300;\">You certainly don\u2019t need to use special enhancements for every marketing campaign. But for high-value messages directed at a high-value audience, these high-end enhancements have remarkable impact.<\/span><\/p>\n<p><span style=\"font-weight: 300;\">Designers feel like a kid on Christmas morning when they see what might be possible with digitally-produced foil effects, and your audience will be dazzled \u2014 encouraging them to examine and linger over every aspect of your printed pieces.<\/span><\/p>\n<p><span style=\"font-weight: 300;\">The visual connection leads to a physical connection through touch, and a curiosity: \u201c<\/span><i><span style=\"font-weight: 300;\">how did you DO that?<\/span><\/i><span style=\"font-weight: 300;\">\u201d That sense of connectedness can dramatically increase the impact and <\/span><span style=\"font-weight: 300;\">message retention?.<\/span><\/p>\n<p><span style=\"font-weight: 300;\">The sense of touch has real power. With the right creative approach, the impact can be spectacular. It will help create memorable and effective marketing campaigns that drive deeper\u00a0 consumer engagement.<\/span>[\/vc_column_text][\/vc_column][vc_column width=&#8221;5\/12&#8243;][vc_single_image image=&#8221;8157&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; css=&#8221;.vc_custom_1616293455504{margin-top: 6px !important;padding-right: 5% !important;padding-left: 5% !important;}&#8221;][\/vc_column][\/vc_row][vc_row el_class=&#8221;vergex-post-narrow&#8221; css=&#8221;.vc_custom_1616293508023{margin-top: 18px !important;}&#8221;][vc_column][vc_column_text]<span style=\"font-weight: 300;\">We\u2019re ready to help you move forward on putting any or all of these technology advances to use in your marketing communications. <\/span><a href=\"mailto:clepine@paragraphinc.ca?subject=I%20want%20to%20talk%20about%20digital%20finishing%20enhancements\"><span style=\"font-weight: 300;\">Drop us an email<\/span><\/a><span style=\"font-weight: 300;\"> when you\u2019re ready see the power of digitally-enabled finishing enhancements for yourself.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 300;\">We know the improved campaign results are going to <\/span><i><span style=\"font-weight: 300;\">feel<\/span><\/i><span style=\"font-weight: 300;\"> great!<\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row el_id=&#8221;subscribe&#8221; el_class=&#8221;vergex-post-narrow&#8221;][vc_column][vc_empty_space][vc_text_separator title=&#8221;&#8221;][vc_empty_space][vc_row_inner][vc_column_inner width=&#8221;5\/6&#8243;][vc_column_text]<\/p>\n<h4><strong>Subscribe and stay connected<\/strong><\/h4>\n<p>Subscribe to the Paragraph <em>Insights<\/em> Blog to ensure you don\u2019t miss a single post. When you subscribe, you\u2019ll also be approved to receive customer-exclusive content \u2014 like special reports and planning guides \u2014 all FREE of charge. Just click SUBSCRIBE and we\u2019ll keep you updated.[\/vc_column_text][\/vc_column_inner][vc_column_inner width=&#8221;1\/6&#8243;][vc_empty_space height=&#8221;27&#8243;]<a href=\"#\" target=\"_self\" style=\"color: #ffffff;background-color: #4b7c9e;font-size: 14px;font-weight: 600\" class=\"eltd-btn eltd-btn-medium eltd-btn-solid eltd-btn-custom-hover-bg eltd-btn-custom-hover-color vergex-subform-english-popup eltd-btn-rotate eltd-btn-arrow-center\" data-hover-bg-color=\"#335577\" data-hover-color=\"#ffffff\" >\n    <span class=\"eltd-btn-text\">SUBSCRIBE<\/span>\n    <\/a>[\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>It\u2019s quite challenging to set your message apart from all the rest. That\u2019s why carefully targeted messaging is crucial to the success of any marketing effort. New digital print production techniques offer ways to dramatically increase the impact of your marketing communications and give you a special edge when you\u2019re targeting high-value clients and prospects.<\/p>\n","protected":false},"author":10,"featured_media":8099,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[367,370,362],"tags":[371,357,383],"class_list":["post-8093","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-engaging-clients","category-marketing","category-technology","tag-customerexperience-en","tag-marketing-en","tag-technology"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Upgrading your Impact: The Engaging Power of Touch - Paragraph<\/title>\n<meta name=\"description\" content=\"It\u2019s quite challenging to set your message apart from all the rest. 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