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Insights and inputs from our team and around the web.

Did you know that the United States Postal Service is giving you free multichannel exposure every day? You don’t need to do anything extra to receive this benefit, although there are some tricks you can use to make the most of it.

When designing any printed piece, it’s essential to think about the aesthetics of color. But did you know that color can have very practical benefits, too? Here are some crucial ways that color can boost your bottom line.

1. Helps people remember. Not only do you want recipients to pay attention to your messaging, but you want them to remember it too. Study after study shows that when messages and images are in color, it increases recall dramatically.

2. Helps readers find information more easily. This is an excellent benefit for insurance policies, contracts, and other lengthy documents. The ability to find information quickly translates into fewer calls to your customer service line. Every one of those calls has a cost associated with it. When you can give recipients greater clarity when reading medical, legal, and other transactional documents, this translates into real money.

3. Reduces errors. When people can find information more quickly, they make fewer mistakes. Highlighting instructions or account information helps people get it right the first time.

4. Slashes payment time. When people pay faster, you make more money. Use color to highlight the amount owed and the due date, and watch your invoices get paid faster.

5. Increases the ability of readers to understand and retain information. This is great for all types of marketing and sales.

When you want to draw your readers’ attention to something, consider printing it in color. Make phone numbers or payment information stand out in a letter. Highlight discounts in a brightly colored starburst. Use arrows or colored bullets to focus attention on critical points in a brochure.

The takeaway? Color matters — not just in your graphics but in your messaging, too. Let us help you use color to make you money and save you money!

There are many channels that allow you to communicate with your customers. From direct mail to email and social media, the options have exploded. But not every customer prefers the same channels, and depending on the type of communication, customers might prefer different channels for each. Get the channel right, and you make it easy for customers to communicate and buy. Get it wrong, and customers can tune you out, even if yours is a product they want or need.

Two years in the making and the Women in Architecture Network of AIA San Antonio has been able to successfully bring the revolutionary Say it Loud Exhibition* to our city. A feat that simply could not have been done without the early and steadfast support of Thomas Printworks. From the beginning, when we approached Christi Dockery to share our vision for the exhibit, we were fortunate to receive her full support. We shared our desire to give the exhibit the statewide stage of the TxA Conference and also to build an exhibit that would have the integrity to travel, so that multiple metropolitan areas and universities across Texas would have the opportunity to see and experience this ground-breaking exhibition.

Sometimes you want a little extra in your direct marketing projects. What you are doing may be great, but there are times when you need a little something more. When that happens, you can look to specialty techniques and processes. Here are five design techniques for when you need something to knock your audience’s socks off.

Brand image matters. It’s how consumers see your brand, whether it’s positive or negative, and whether it’s a brand they want to be associated with. What’s your brand image? Hip? Edgy? Socially conscious? Are you the “go-to” destination for people who love adventure?

Let’s face it. Marketing isn’t easy. There are so many things to think about — creative, offer, list, personalization, and more. Are those extra hours of investment worth it? To find the answer, let’s look at the results of a classic study from The Rochester Institute of Technology (RIT).

Conducted in conjunction with Dr. Frank Romano, professor emeritus of RIT, and one of his students, David Broudy, the study took a deep dive into the impact of varying elements of a campaign on response rates. Elements included name, geographic imagery, and marketing message. This is an older study, but because of its depth and controlled research, it offers rare insights that every marketer should be aware of.

When you see the logo of well-known brands like Starbucks, Target, and UPS, you instantly recognize the company and what that company is all about. That’s the power of a great logo. But no matter how well designed, logos need an update now and then. Color trends change. Design styles evolve, and businesses evolve, too. As a result, logos become outdated. If that’s you, maybe it’s time to consider a redesign.

Here are a few questions that you should answer before asking any designer to get started.

Want to delight and engage your shoppers? Bright, colorful floor graphics offer various marketing benefits, including navigation, branding, and messaging. Floor graphics are durable and lightweight, and because they are designed to be removable, you can switch them out regularly. Here are five ideas for using floor graphics in your marketing:

Do you have loyal customers? Do you even know? According to experts, there are “loyalty behaviors” that, when tracked, can help you understand how loyal your customers are. Once you have the answer, you can develop marketing strategies to improve loyalty where necessary and keep those customer relationships strong.

If you haven’t added promotional products to your marketing mix, you are missing an opportunity. Promotional products like branded pens and refrigerator magnets, or even more unusual items such as branded toys or back scratchers, reinforce your brand every time the recipient sees or uses them. Branded promotional products also tend to be kept for more extended periods than traditional marketing pieces, giving you a very low cost per impression.

Branded products are powerful tools to have in the marketing arsenal. However, ordering these items isn’t like ordering print. Here is a quick checklist to make the most of your investment.

I'm sure you've seen a number of solar panels going up. Over the last few years, federal and state governments have been incentivizing home owners to look into solar. Spring and Summer are generally quite busy months for solar companies, so before Sunnova hit the road, they wanted to be sure their fleet was up to par.

To help prepare Sunnova for their busy months, we wrapped several of their installation vehicles to help them market while on their way to and from appointments. Every time this vehicle is driving or parked, it's a mobile billboard.

Remember all of those forecasts about the demise of print? They haven’t come true. Like most offline channels, direct mail took a hit during the COVID-19 pandemic, but it is still remarkably effective. Research by PFL found that, even during the pandemic, marketers were 18% more likely to see “good” or “very good” ROI when direct mail was in their marketing mix than when it was not.

Let’s look at five reasons why print continues to thrive, even in our digital and multichannel world.

College academics and sports are wrapping to a close for the year, but ASU Football is continuing with spring/summer training to prepare for their fall season of 2021. A few weeks ago we completed a new fence wrap for their practice field.

Just recently, the Arizona Diamondbacks asked us to help them with a big project. Just outside of the stadium is a large area where graphics are switched out every so often. The marketing team decided they wanted to use this space and place a building wrap to thank the health care workers for everything they've done and endured through, especially this past year with all of the challenges we faced.

Thomas Printworks is a third generation family owned business.

In March of 1956, the first shop opened up in Dallas, Texas. We were founded as "Thomas Blueprint" with a focus on traditional blueprints servicing the architecture, engineering, and construction industries. Three generations ago, B.J. Thomas started a legacy with a few employees and a vision to serve the Dallas suburbs outside of downtown.

Construction can be a stressful but rewarding profession. I know that currently the construction industry is seeing some interesting challenges but more opportunities than in 2020. With the economy and supply shortage aside, project Managers, what is it that you are the most worried about?

It's been an interesting 14 months for students.

Some graduated last year in the middle of the covid pandemic and lock downs. This past school year, many schools and students have been a mix of some socially distanced in person classes and online options. Many high schools and colleges are now facing difficulty coordinating graduation based off of local guidelines and number of students that would be participating.

This will not be any new knowledge to you marketers out there. But, this can hopefully give you a new perspective when considering the fundamentals of your next marketing campaign. You will notice that many of the points reference each other, this is because in order to have an effective marketing campaign, all of these decisions influence others.

Businesses are constantly evolving. Especially over this past year and all of the changes businesses have seen due to a globally affected pandemic. Over this past year many of you have developed new products, launched new services, or began focusing on a specific niche or targeting new audiences.

Be sure to update your marketing collateral along the way. Your social media and website are immediate changes you can update, but this also includes your company brochure. If you haven’t updated your company brochure in a while, here are seven tips for making the most of it.

1. Keep a tight focus.

A brochure isn’t a catalog. Hit the highlights, including your mission, product and service categories, and what makes you different. Save the details for another time.

2. Break it into targeted versions.

Increase the power of your marketing by targeting brochures to specific audiences. Instead of creating 10,000 of one brochure, for example, try breaking it into four different versions of 2,500 each. Use them to promote various product lines, target audiences, and even different events.

3. Use unique imagery.

It might be tempting to keep down costs by using free or low-cost royalty-free images. However, generic photos can hurt your brand. They aren’t you, so they don’t tell your story. Plus, they can damage your brand if people see those images somewhere else. Use traditional royalty images over royalty-free and when applicable, hire a professional photographer to take images of your own products, services and people.

4. Limit your font choices.

Don’t over-clutter your space or create visual confusion with too many fonts. A good rule of thumb is to use no more than three fonts in any one piece.

5. Use white space.

Brochures are designed as door openers, not sales closers. Be selective. Use white space to create breathing room to keep the design clean and inviting. Tell your audience just enough to pique their interest and get them to take the next step.

6. Use high-quality stock.

People associate the quality of your paper stock with the quality of your products. Don’t skimp!

7. Include a call to action.

Even though you might not want to give a hard sell, you still want a call to action. Otherwise, your audience may just read the brochure, then set it aside. CTAs are critical to getting your audience to take action.

Are you redesigning your brochure or designing one for the first time? Get in contact with us and let's see what we can create together.

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