Patti Groh, director of communications for Sappi North America, joins the podcast to talk about how touch can dictate a promotional item's first impression as much or more than the look. Groh and Sappi North America have been behind projects such as "Haptic Brain, Haptic Brand: A Communicator's Guide to the Neuroscience of Touch," a research project for marketers about how to use touch effectively in their campaigns; and "From Forest to Forest," a really beautiful pop-up book made from recycled materials that teaches forestry management and environmentally-friendly paper sourcing.

Listen in as Groh speaks with Brendan Menapace about how printers, distributors, and suppliers can take the tactile nature of their products to the next level, whether they're working with paper, plastic, or cotton.