The Hidden Marketing Power of Branded Packaging Tape
Custom tape is the most underrated marketing channel. Here is why.
The hidden marketing power
Every parcel you send is a marketing vehicle. The tape is visible on every face, seen by everyone who handles it from warehouse to doorstep, and arrives at the exact moment the customer is most engaged with your brand. No other marketing channel has this combination of targeting, timing, and visibility.
Quick answer
At 3-8p per parcel, custom tape delivers brand impressions at under 1p each, reaching an engaged audience that cannot skip or block the message. Each parcel is seen by 3-5 people. At 500 parcels per week, that is 1,500-2,500 weekly brand impressions for £15-40. The cost per impression is a fraction of digital advertising, direct mail, or print media. And unlike those channels, it reaches people at the exact moment they are engaging with your product.
Reach and impressions
Customer, household members, delivery driver, and potentially neighbours.
Tape on seams, flaps, and edges creates brand visibility from every angle.
On desks, in offices, on counters. Brand visible for hours or days.
Cost per impression
At 5p per parcel and 3-5 viewers, the cost per brand impression is 1-1.7p. Compare this to Google Ads (20-50p per click), Facebook (5-20p per impression), or direct mail (50p-£1 per piece). Custom tape is orders of magnitude cheaper for targeted brand impressions.
Results: case study or brand building.
vs other marketing channels
Custom tape reaches your proven customer base (they have already bought from you) at the moment of highest satisfaction (receiving their order). No other channel combines this targeting precision with this emotional context at this low cost.
Frequently asked questions
1-2p per brand impression, far cheaper than digital advertising.
3-5 on average: customer, household, delivery driver, neighbours.
Different purpose. But for cost per targeted impression, custom tape is far cheaper.
Studies show 15-25% increases in repeat purchases from branded packaging.
Most businesses overlook tape as a marketing channel, focusing on digital instead.
Part of our guide
Product Guide: Custom Tape
Expert guides on custom printed packaging tape for branding, security, and professional presentation.
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