Space, Time, and Connection
“We have broken apart the Einsteinium space time continuum and made time the only important variable. That is a gift of COVID to civilization going forward.” — Neil deGrasse Tyson
As a huge geek of all things time, this was a mic-drop-boom moment for me while watching his interview on a late-night talk show. I don’t often watch “late night” because, well, late. But my family and I caught this on a streaming platform. This statement first blew me away then, as is the custom, I thought, “What does this mean for businesses? For print? For connecting?”
Let’s back up. First more of the explanation, “Einstein’s relativity tells us that we exist in time and space, so your world line are your coordinates that connect in time and in space. Time is insufficient alone; you have to bring in the place.” And yet, “But during the pandemic, space was no longer a constraining coordinate. . . Now, we don’t have to be at the same place — we just have to be at the same time.” His primary example was the many conferences he had opportunity to attend, virtually, during this past 18 months.
We know there’s a “new normal” in process and it looks like a hybrid of in-person, virtual, and remote working, meeting, and shopping. However, the importance of connecting has not and will never go away. So, businesses need to explore and create impactful outreach programs, and more importantly effective connection points, with these new “space” options.
Touch and multiple senses are key to creating a memorable message. Historically true and now especially in this time where the space is not shared.
Enter Print
With so much work, school, and socialization moved on-line, the statistic that we view 5000 ads per day may have even been eclipsed over this last 18 months. This means every opportunity for a touch point should be maximized. Using effects like soft touch finishes or dimensional UV, or sturdy and textured stocks, help brands to hold the reader, consumer, client, or student’s attention. Here are a few examples to consider.
Onboarding
In the old days, 2019 or so, most companies handled onboarding of new employees with perhaps an orientation, a handbook, a tour to the breakroom, and a desk nameplate. How are they now? Potentially through video greetings, webinars, and emails. Where are the opportunities to connect and build from? As companies move to adopt hybrid or even exclusively remote working, the opportunity to make an impact on creating a positive culture, team development, creative and productivity forces, are started with the first hello and handshake. With no handshake and a two-dimensional “Hello,” companies provide kits that honor the 3-dimentional welcome touch. This can include folder(s), packaging, and promo with personalization where possible and thought put into the tactile and “opening experience.” A brand identity starts with employee engagement. (In this intense job market, imagine such kits for recruiting as well.)
Conferences and Ongoing Education
Preshow, during the show, and follow-up. All three critical points regarding leads and relationship building. Whether you’re meeting customers in “real life” or over a platform, the amazing ways that print can be used to personalize your introduction and follow-through are endless. Endless! The critical first impression, then each touch point along the way needs to be considered as the consumer moves through an education process. Mixing print and other medias maximizes the messages. In 2017, I beat the drum of utilizing variable print technologies to WOW at conferences and trade shows. In 2020, we helped clients reach their attendees in their own spaces. “Kits” of all shapes, sizes, and experiences may be here to stay. Whether because of ease of accessibility, cost considerations, or the ability to reach around the world in a single event, companies that wrap tactile experiences around virtual events (or vice versa) found surprising success and many plan to continue exploring the possibilities.
These are only two examples, but the opportunities to make an impact range from online to traditional markets, and your clients can use more options as they navigate this new continuum. Because time and space may no longer require a connection, but humans still do.
