Let’s be honest. Our company name is Thomas Press. Because we’re printers, we like to emphasize the advantages that print has over other communications channels. Print has some real benefits, but what’s more important to you is how well print can work – on it’s own and when it’s combined with other kinds of media. Print is practical, it’s still an important means of communication, and there are several areas where it’s indispensable:
Today’s marketers are faced with two thorny problems. The first is static – there’s so much information available online that it’s difficult to get your message through. The second problem is attention span. An ongoing study by Microsoft shows that the attention span of the average consumer has decreased from 12 seconds in 2000 to only 8 seconds in 2014. Today’s humans essentially have the same attention span as a goldfish.
For marketers, print has proven capability to get the message through and make it stick. One good example is direct mail. Studies consistently show that recipients value direct mail: they keep it, they share it, they read it, and they respond. According to the 2012 USPS Household Diary Study, the percentage of direct mail that is read by consumers has increased steadily since 1987 (chart). A neuromarketing study conducted by the UK Royal Mail provides data that shows how and why recipients value printed mail:
38% of respondents say the physical properties of mail influence how they feel about the sender. Mail translates your brand into the physical world, creating a strong emotional response as well as a rational one. (The Private Life of Mail, UK Royal Post).
For startups, direct mail provides a cost effective way to develop new audiences and generate new business. Experienced marketers understand that mailing to a targeted list produces high ROI, especially when it’s integrated with complementary efforts using digital channels.
Similar evidence exists for other print marketing tactics. Brochures and informational pieces are indispensable at trade shows and valuable as sales leave-behinds. Posters are still the most effective way to promote concerts, plays, and events. Point-of-purchase signage drives in-store response. There are plenty of examples that all lead to the same conclusion:
Print Marketing provides a high ROI
Thomas Press works with our clients to produce marketing materials that are economical and effective. Here’s a list of just a few of the products we can print for you:
One of the best examples of functional print is a simple label. What does a label do? The basic function of a label is to identify a product, but it can also include information that isn’t simple at all. Labels are an important part of company branding efforts, they can specify the contents of a container, they can include information in a barcode about packaging, date of manufacture, and even price. It’s easy to see that a humble label can include important data that’s critical to the sale of a product.
Functional print conveys information in a way that’s immediately accessible. Think about it. There are some applications where print is just more practical than any other solution. Do you normally look at a price tag when you’re in a store? How could you order in a restaurant without a menu?
Not all functional print is basic. In fact, old and new technologies frequently meet in practical applications. Labels and tags can be barcoded to allow for easy data collection. Identity cards can be embedded with magnetic strips or NFC chips for quick verification. New variable data printing technology enables easy personalization of tickets, coupons and name cards.
Functional print can also be used to gather information. Think about registration forms, surveys, and contest entry blanks, and checklists. Print offers the advantage of immediacy – the information can be collected right now without asking a customer to take any additional steps.
There are endless examples of functional print. Here’s a list of some functional products that Thomas Press prints frequently for Waukesha and Milwaukee area businesses and organizations:
Have you heard the story about the computer geek who wanted to assemble his own machine? He saved a lot of money by ordering a kit online and was really excited when a big box arrived on his doorstep. All of the components were inside, but after pulling everything out of the box, he discovered that there was a key bit of information missing – the assembly manual. Instead, at the bottom of the box he found a small 3 x 5 card. Here’s what it said:
Some assembly required – See our website for detailed instructions
When it comes to conveying detailed information, print can be the best choice. Let’s look at a few examples of informational print:
Workbooks and Binders – Print is an excellent choice for training materials because of one significant advantage. You can write on it. It’s impossible to take notes on a digital file, but a printed version of the Powerpoint presentation lets your participants annotate as they learn. Put the materials in a binder and they can add updates later on.
Cookbooks – Need an idea for a great fundraiser? Collect some excellent recipes from members or employees and put them together in a cookbook. You’ll be remembered every time someone turns on the oven to make Marjorie’s famous chocolate cake.
Event Programs – A printed program lets attendees know the agenda and it can also create revenue from advertisements and provide recognition for event sponsors.
Instruction Sheets and Diagrams – Be kind to your customers. Include the instructions in the box.
Thomas Press has color and black and white high speed duplicating equipment that makes it practical and affordable to provide critical information in print. Here are a few examples of functional products we can print for you:
What Does this Mean for You?
Having a relationship with a local printer who can help with marketing, informational, and functional print can be a big advantage. Read more about why you need a local printer and how Thomas Press partners with businesses in the Milwaukee area to provide the expertise and quality print products they depend on.