TPW’s Response to COVID-19

Print continues to receive a lot of attention from marketers. Why? First, because it works. Second, it’s simply less annoying. (According to PrintIsBig.com, print is 43% less annoying than the Internet.) Less annoying or not, there are many incorrect perceptions about print that cause marketers to overlook its value. Let’s look at three myths about print marketing and the reality behind them:

Myth #1: Print is all or nothing.

Many marketers think that either you live in the age of print or the age of digital, but not both. The reality is that print and digital channels work together. One study found that 51% of consumers prefer companies to communicate with them using a combination of physical mail and email. Even if buyers do end up purchasing online, 39% say they tried a business for the first time because of direct mail.

Myth #2: Consumers prefer digital communication.

Sure, consumers love to connect with brands digitally, but they also want to connect with brands through print. They want to communicate across both print and digital. According to the Direct Marketing Association (DMA), 92% of shoppers prefer direct mail for making purchasing decisions. In part, this is because print continues to have a trust factor. It also motivates people to buy. The DMA found that for every $167 spent on direct mail, marketers sell $2,095 of goods. There is something about print that spurs consumers to action.

Myth #3: Personalization only works for email and online.

Print can be personalized, too. Personalized direct mail can increase ROI by 3-10×. Furthermore, 40% of consumers say they buy from retailers who personalize the shopping experience across channels.

Don’t fall for the myths. Know the real value of print marketing.

You know, numerous titles came to mind for this blog. "Pandemic Marketing", though true, sounded like it was fit for a sci-fi movie. "Marketing to Our Upside Down World" was maybe a little too dramatic — though we have been thrown off our normal activities, society isn't falling apart. So, I went with the title above to emphasize that different circumstances are going to take us by surprise, but success always has and will continue to come from adapting to the circumstances.

Just a week ago, we posted a blog about what to do if your trade show events got cancelled, but now it is no longer a question of if, but for how long will events like these be cancelled. Everything has changed so rapidly in the past week, it's hard to believe that it's only been a week instead of a month. Changes have occurred rapidly as new information is released about COVID-19. We are amid a health crisis, and times such as these are affecting the global economy.

We understand that this health crisis is hitting many industries extremely hard, and our hearts reach out to you. We too are alongside you, experiencing these difficulties. In this blog, we are going to specifically address the restaurant industry. We know that this isn't something you anticipate when you sit down with your board and discuss potential threats to your company. These are hard times, especially because of the uncertainty. How long will this last? How long will we be allowed to serve through delivery and curbside take out? Will any of our taxes be exempt? What kinds of changes do we need to make in wages and policy in order to make it through?

In an article posted by The Dallas Morning News, it addresses the announcement made by Governor Gregg Abbott. Schools, dining areas, gyms and bars are closed at least until April 3rd, 2020 statewide in order to limit the spread of the corona-virus. "While dining in at restaurants and bars will not be allowed, Abbott encouraged Texans to continue ordering food from local eateries for pickup or delivery". Governor Cuomo is announcing New York on pause. All non-essential businesses and gatherings are closed or banned for the time being (Department of Health).

Though dining areas are closed, drive-thrus, take-out and curbside service are allowed. We are here to help supply your printing needs to keep your restaurant running as smoothly as it can given these health crisis circumstances.

Curbside Carry-Out Signage

Banners, A-Frame Signs & Yard Signs - All of these can be used to show customers driving by that you are still in fact open for business or to show deals and items you are offering.

Menu Boards - Some additions or changes to menus might need to be made, or posting a menu in the front window might not be a bad idea for restaurants without a drive-thru who are still offering carry-out.

Flyers/Coupons - It might not be a bad idea to put a coupon inside of your carryout orders. Offers serve as an incentive to your customers to come back, and in a time like this, customers returning is a driving fear.

Check out these and other options we have available for signage here.

Other items to consider

• If you already have an app, make it so customers can place curbside orders through your app.
• Make your current menu (and updated menu if applicable) available either through your app or website.
• If moving to delivery, make sure you call your insurance to see what needs to be done.
• If serving alcohol, please investigate the local and restaurant laws, especially in regards to the type of license you hold. Please be cautious.
• Adjusting menus. Some more upscale restaurants may need to make their menus cheaper by selling different items in order to make meals more within a $10-$15 range. many are out of work at this time, and you need to be conscientious of others and their economic standing.

The Thomas Printworks team is here to help where we can, we are hoping you and yours the best.