Tru Art Color Graphics Elevates Commercial Printing with Cutting-Edge Production Inkjet Technology
Iowa City, IA – March 25, 2025 – Tru Art Color Graphics is redefining commercial printing with the installation of a new production inkjet digital press, bringing unmatched speed, quality, and versatility to its customers. This strategic investment reinforces Tru Art’s commitment to innovation and excellence, ensuring businesses have access to premium print solutions that drive impact.
“Integrating the production inkjet digital press into our operations marks a transformative milestone for Tru Art Color Graphics – it’s a revolutionary shift in the way we support and engage with our customers,” said David Bywater, President & Chairman of the Board at Tru Art Color Graphics. “The production inkjet digital press allows us to deliver superior quality, increased material options, and expanded creative possibilities, all while maintaining the craftsmanship our clients trust us for.”
Our Customers Will Benefit With:
Exceptional Image Quality – 1200 x 1200 dpi resolution ensures razor-sharp details, deep color saturation, and consistent results.
Expanded Material Options – Prints on coated, uncoated, textured, and synthetic stocks, opening expanding creative opportunities.
Eco-Friendly Printing – LED UV ink technology uses less energy, and produces no ozone emissions, making it a more sustainable choice.
Instant-Dry UV Ink Technology – Eliminates drying time, enabling faster production and improved efficiency.
Larger Print Format – Accommodates larger sheets, ideal for high-impact marketing materials, direct mail, and specialty packaging.
Personalized Print at Scale – Supports variable data printing for customized campaigns, increasing engagement and response rates.
A Competitive Edge for Businesses
Tru Art’s investment in the production inkjet press means faster, smarter, more personal, and more impactful printing for its customers. Whether businesses need customized marketing materials, eye-catching promotional prints, or innovative packaging, this technology enables greater speed, precision, and flexibility.
“We understand that in today’s fast-paced world, businesses need printing that keeps up with their brand’s agility,” added Bywater.“With the production inkjet press, we can offer stunning print quality at industry-leading speeds, lower minimums, and more targeted versions helping businesses make a lasting impact.”
The Tru Art Difference
As a leader in commercial printing, Tru Art continues to invest in cutting-edge solutions to help businesses elevate their marketing and branding. The addition of the production inkjet digital press further strengthens the company’s position as a trusted print partner, offering premium solutions that make brands stand out. This press complements our full range of offerings, including offset, digital, wide format, and traditional screen printing, as well as numerous finishing options such as foil.
Direct mail is a marketing strategy that involves sending physical promotional materials directly to a recipient’s mailbox. It includes postcards, brochures, catalogs, advertising calendars, and branded promotional products like magnets, pens, stickers/decals, cleaning cloths, and can coolies to name a few. Direct mail kits filled with promotional items like drinkware, caps, and even golf balls and tees are popular among those who receive them. All these items and more are designed to engage potential or existing customers. Unlike digital marketing, direct mail provides a physical experience, often featuring personalized content, special offers, or call-to-action incentives. Businesses and organizations use direct mail for advertising, customer outreach, fundraising, and brand awareness, leveraging its ability to create a lasting impression and higher response rates compared to some digital methods.
In past years digital marketing has taken center stage, however, direct mail remains a powerful and effective way to reach customers. Why? Because it is tangible, memorable, and offers an individualized touch that emails, and online ads can’t always achieve. Studies show that direct mail boasts an impressive response rate—often significantly higher than digital marketing efforts. That means if you are not leveraging direct mail as part of your marketing strategy, you are missing a major opportunity to engage your audience and drive sales.
However, not all direct mail campaigns are created equal. A poorly executed mailer can end up in the recycling bin, while a well-crafted campaign can boost brand awareness, generate leads, and even create loyal customers. So, how can you ensure your direct mail campaign gets noticed and delivers results? Let us explore the best practices that will help you maximize the impact of your next mailing.
1. Build a High-Quality Mailing List
The success of your direct mail campaign starts with the right audience. A healthy, well-maintained mailing list is critical to reaching the right people and minimizing wasted efforts. Sending mail to outdated addresses or uninterested recipients not only wastes money but also reduces your campaign’s effectiveness.
How to Strengthen Your Mailing List:
Keep It Clean and Updated: Remove duplicate entries, fix incorrect addresses, and update records regularly.
Segment Your List: Group your audience based on demographics, purchase behavior, or location to send more relevant offers.
Leverage Every Door Direct Mail (EDDM): If you are targeting a broad local audience, USPS’s EDDM service allows you to blanket an entire neighborhood without needing a personalized mailing list. This is particularly useful for businesses like restaurants, real estate agencies, and service providers looking to reach local customers.
By ensuring your mailing list is accurate and targeted, you increase the chances that your mail will be received by the right people—those most likely to engage with your message.
2. Personalization: The Key to Engagement
People are more likely to open and respond to mail that feels personal. Personalization goes beyond simply using the recipient’s name, it is about making the message relevant to their needs and interests.
Ways to Personalize Your Direct Mail:
Use Variable Data Printing (VDP): This technology allows you to change text, images, and offers based on individual recipients, making each piece feel tailored.
Reference Past Interactions: A customer who recently made a purchase might appreciate a discount on their next order.
Include a Handwritten Element: Even a printed handwritten style note, or signature can add an individualized touch that feels more genuine.
Personalized mail stands out. It tells your recipient that you understand them, increasing the likelihood of engagement.
3. Design for Maximum Impact
Even the most compelling offer can fall flat if the design is not visually appealing. Your direct mail piece needs to be eye-catching, easy to read, and designed to drive action.
Essential Design Tips:
Keep It Clean and Simple: Do not overcrowd your mailer with too much text—get your message across clearly and concisely.
Use High-Quality Images: Professional, high-resolution images create a polished look and reinforce your brand.
Make Your Call to Action (CTA) Stand Out: Whether you want recipients to visit your website, call your business, or use a promo code, make your CTA bold and easy to find.
Incorporate QR Codes: QR codes provide a seamless way to drive recipients to your website, an exclusive offer, or a sign-up page with just a scan.
Brilliant design isn’t just about aesthetics—it’s about guiding the recipient’s eye toward the most important information and making it effortless for them to take action.
4. Timing: Send It at the Right Moment
Even the best-designed, most personalized mailer will not be effective if it arrives at the wrong time. The key to a successful direct mail campaign is strategic timing.
Consider These Timing Factors:
Seasonal Relevance: If you are a retail business, schedule mailings before major shopping seasons. If you are a tax professional, mailers in early spring make sense.
Follow-Up Strategy: One mailer is rarely enough. Plan follow-up mailings or combine direct mail with digital efforts like email reminders.
Day of the Week Matters: Studies suggest that mid-week mailings (Tuesday- Thursday) tend to get better responses than those sent on weekends.
Carefully planning when your direct mail arrives can increase open rates and conversions, ensuring your message reaches people when they are most receptive.
5. Track Results and Optimize for Future Success
Once your campaign is out the door, your work is not done. Tracking performance helps you measure success and refine future campaigns for even better results.
How to Track Your Campaign Effectively:
Use Unique Promo Codes or URLs: Assigning a unique discount code or a dedicated landing page URL allows you to track responses.
A/B Testing: Experiment with different headlines, offers, or designs to see what resonates best with your audience.
Monitor ROI: Look at how many responses or conversions your campaign generates versus the cost of production and mailing.
By analyzing what works and what does not, you can continuously improve your direct mail strategy for maximum impact.
Elevate Your Direct Mail Campaigns with Tru Art Color Graphics
Direct mail remains one of the most effective and engaging marketing channels when executed correctly. By building a strong mailing list, personalizing your message, designing with purpose, choosing the right timing, and tracking performance, you can create campaigns that stand out and drive actual results.
A Better Mailing List = A More Successful Direct Mail Campaign
At Tru Art Color Graphics, we’re more than just a printer—we’re mailing experts who help businesses maximize the impact of their direct mail campaigns. Whether you have a list you need to refine or need help acquiring a targeted list, we ensure your mail reaches the right audience, at the right time, with the highest deliverability possible.
Building the Best Mailing List for Your Campaign
Acquiring the Right List – We guide you through the process of sourcing high-quality, targeted mailing lists that match your ideal audience. Instead of wasting money on broad or outdated lists, we help identify recipients most likely to engage with your message—ensuring a stronger ROI on your campaign.
Refining & Cleaning Your Existing List – If you already have a list, we help optimize it for accuracy and efficiency. We use deduplication processes to remove duplicate contacts, verify addresses against the USPS National Change of Address (NCOA) database, and ensure compliance with postal regulations.
Navigating USPS Requirements – The USPS doesn’t want to deliver undeliverable mail, and neither do you. We work closely with the postal service to ensure your list meets mailing requirements, minimizes returned mail, and qualifies for optimal postage rates.
Eliminating Waste & Reducing Costs – A poor-quality mailing list means wasted postage, printing, and effort. We help identify incorrect, outdated, or undeliverable addresses, so you aren’t throwing money away on mail that never reaches your audience.
Tru Art: Your Direct Mail Expert
When you work with Tru Art, you’re not just getting a printer—you’re getting a trusted partner who understands the complexities of mailing. We act as the conduit between your business and the USPS, working to maximize that every mail piece is:
Sent to your preferred audience
Delivered at your desired postage rate
Compliant with USPS mailing regulations
Optimized for reach and response
By partnering with Tru Art Color Graphics, we minimize your worry about the headaches of mailing logistics—we handle the details so you can focus on your message and results.
Ready to launch a high-impact direct mail campaign? Contact us today to explore how our printing and mailing services can elevate your marketing strategy. Let us bring your vision to life and get your message into the right hands!
When it comes to print projects, paper isn’t just a medium—it’s an integral part of the message. The right paper can enhance your design, amplify your branding, and create an unforgettable tactile experience. From weight and texture to special finishes like embossing and foil stamping, the choices you make can transform a simple print piece into something extraordinary.
At Tru Art Color Graphics, we’re here to help you navigate these options with confidence. Let’s dive into what you need to know to choose the perfect paper for your next project.
Understanding Paper Weight and Thickness
Paper weight refers to its heaviness and is often expressed in pounds (lbs) or grams per square meter (GSM). These measurements indicate the thickness and durability of the paper.
Lightweight Paper: Ideal for projects like flyers and newsletters, where foldability and easy handling are priorities.
Medium Weight: Perfect for brochures and booklets, striking a balance between durability and flexibility.
Heavyweight Paper: Best for business cards, postcards, and other materials that need to convey sturdiness and quality.
Tip: Heavier stocks exude professionalism and luxury, making them a great choice for high-end branding materials.
Coated vs. Uncoated Paper: What’s the Difference?
The finish of your paper—coated or uncoated—dramatically influences the look and feel of your print piece.
Coated Paper: A slick, smooth finish enhances the vibrancy of colors and the sharpness of details. Glossy coatings add a polished, eye-catching sheen, while matte coatings provide a softer, understated elegance. This type of paper is ideal for projects that rely on high-quality images or bold graphics.
Uncoated Paper: With a natural, porous texture, uncoated paper absorbs ink more deeply, giving colors a muted, softer look. It’s perfect for materials like stationery, journals, or anything that needs a warm, approachable aesthetic.
Tip: If your project requires writing space, such as a form or a note card, uncoated paper is the way to go.
Texture: A Tactile Experience
Paper texture adds a new layer of engagement to your print piece. Smooth, flat papers are great for modern, clean designs, while textured options like linen, felt, or laid paper bring depth and sophistication.
For example, embossed or debossed textures—where elements are raised or recessed into the paper—can create a striking, tactile dimension that elevates logos or design elements. These effects are especially powerful for invitations, premium packaging, or certificates.
Tip: Ask for samples and feel the textures yourself. A hands-on approach is the best way to decide if a paper’s texture matches your brand’s message.
Special Finishes: Elevating Your Print
Beyond paper type, special finishes can take your print project to the next level. These techniques create visual and tactile interest, turning ordinary materials into extraordinary works of art.
Embossing and Debossing
Embossing raises design elements above the paper’s surface, creating a 3D effect that’s elegant and eye-catching.
Debossing presses elements into the paper, resulting in a recessed impression that adds subtle sophistication.
Both techniques add a tactile quality that invites your audience to interact with your piece.
Foil Stamping
A metallic or colored foil is pressed onto the paper using heat, creating a shiny, reflective surface. Foil stamping is perfect for highlighting logos, text, or patterns, giving your design an upscale and luxurious feel.
Spot UV Coating
This involves applying a glossy coating to specific areas of your design, such as a logo or image, while leaving the rest of the paper matte. The contrast between glossy and matte finishes draws attention to key elements.
Die-Cutting
Die-cutting allows you to create custom shapes and designs in your paper, from intricate patterns to functional features like windows. This technique adds a unique, creative touch to business cards, invitations, or packaging.
How Ink Interacts with Different Papers
The type of paper you choose affects not only the visual appeal of your print but also how the ink performs:
Coated Paper: Ink sits on the surface, creating vibrant, sharp colors and details. This makes coated paper the go-to choice for designs with high-resolution images or intricate patterns.
Uncoated Paper: Ink absorbs into the surface, producing a softer, muted effect. This can be ideal for projects that require a more understated or classic look.
Tip: Always proof your design on your chosen paper type to ensure the final result meets your expectations.
Bringing It All Together
The combination of paper weight, texture, and finishes should align with the purpose and audience of your print piece. A heavy, textured paper with embossed lettering might be perfect for a formal invitation, while a glossy coated stock with spot UV accents could make a marketing brochure pop.
At Tru Art Color Graphics, we pride ourselves on understanding the art and science of print. With decades of experience, we can guide you through every step of the process, ensuring your paper choice and finishes bring your vision to life.
Ready to Elevate Your Print Project?
The right paper and finishes can transform your materials from functional to unforgettable. Whether you’re designing business cards, brochures, or specialty invitations, Tru Art Color Graphics has the expertise and resources to make your project stand out.
Contact us today to explore our wide range of paper options, special finishes, and custom printing solutions. Let’s create something extraordinary together.
By focusing on elements like weight, coating, texture, and special finishes, this guide gives you the tools to craft print materials that captivate and connect. Partner with Tru Art Color Graphics to turn your ideas into stunning realities.
A brand’s identity is more than just its logo or tagline—it’s a promise to customers. One of the most vital components of that promise? Consistent, recognizable colors. Color is often the first thing people notice, and maintaining color accuracy across all printed materials is crucial for establishing and reinforcing trust. But why is this so important, and how can businesses ensure flawless color consistency?
Why Does Color Consistency Matter?
Imagine receiving a beautifully printed brochure with your brand’s signature blue, only to find the accompanying business card in a slightly different shade. Does that small discrepancy matter? Absolutely.
Here’s why:
Brand Recognition: Consistent colors create familiarity. Think of brands like Coca-Cola or Starbucks—their signature red and green are instantly recognizable, reinforcing their identity wherever they appear.
Customer Trust: Inconsistent colors can signal inconsistency in quality, even if the product or service remains the same. Customers might subconsciously associate off-brand colors with a lack of professionalism.
Unified Message: Every printed piece, whether a direct mail flyer or a tradeshow banner, is a piece of the larger puzzle of your brand. Consistent colors ensure that all materials work together to convey a cohesive message.
So, how does Tru Art help businesses maintain color consistency, even across different materials and printing methods?
Understanding Printing Methods: Pantone, CMYK, and the Path to Consistency
To achieve consistent color in commercial printing, it’s essential to understand the technologies and techniques behind it.
1. Pantone Colors: The Gold Standard
The Pantone Matching System (PMS) is an industry-standard guide to color precision. Unlike CMYK, which relies on a blend of four colors, Pantone provides a pre-mixed ink formula for exact matches. This makes it the go-to choice for brands that need precise, repeatable colors—like a unique shade of red for a logo.
At Tru Art, we utilize Pantone inks to ensure unparalleled color accuracy, particularly in offset printing. This is especially beneficial for spot-color projects where a single, defined color needs to stand out across different materials.
2. CMYK Printing: The Art of Blending
CMYK—short for Cyan, Magenta, Yellow, and Key (Black)—is the standard color model for most commercial printing. By mixing these four colors in varying percentages, we can achieve a vast range of hues. However, CMYK printing is inherently more variable than Pantone, as slight differences in ink, paper, or press settings can impact the result.
To combat this variability, Tru Art employs state-of-the-art color calibration techniques. Whether we’re using an offset press or a digital printer, our systems are finely tuned to deliver consistent results.
3. Offset vs. Digital Printing: Bridging the Gap
One question customers often ask is: Can digital printing match the quality of offset?
Traditionally, offset printing has been considered the gold standard for color accuracy and consistency, especially for large print runs. Digital printing, on the other hand, excels in flexibility and cost-effectiveness for smaller runs or variable data projects.
Thanks to advancements in technology, the gap between digital and offset quality is closing rapidly. Tru Art leverages high-end digital presses with precise color management systems that rival the consistency of offset printing. Whether you’re printing 500 brochures digitally or 50,000 on an offset press, you can expect seamless color matching.
How Tru Art Color Graphics Ensures Color Consistency
Maintaining color accuracy requires more than just the right technology—it demands expertise and meticulous attention to detail. Here’s how Tru Art achieves this:
Color Proofing: Before production begins, we provide clients with proofs that replicate the final colors. This ensures that there are no surprises when the finished product arrives.
Calibrated Equipment: Both our digital and offset presses are calibrated to maintain precise color reproduction. This includes regular inspections of ink density, paper alignment, and press conditions.
Pantone and CMYK Expertise: Our team understands the intricacies of both color systems, allowing us to recommend the best approach based on your project’s needs. For example, a logo-heavy piece might benefit from Pantone inks, while a full-color brochure might lean on CMYK.
Paper and Finishes: Colors can appear different depending on the paper stock or finish (e.g., matte vs. glossy). We work closely with clients to select materials that complement their brand colors.
Cross-Press Consistency: When a project requires a mix of digital and offset printing, we use advanced software and visual checks to ensure that the colors align perfectly across all pieces.
Questions to Ask Yourself About Color Consistency
When planning your next print project, consider these questions:
Is my brand color accurately defined in Pantone or CMYK values?
Am I working with a printer that understands the importance of calibration and quality control?
How will my materials look across different printing methods?
What steps can I take to proof my colors before going to print?
At Tru Art Color Graphics, we’re here to help you navigate these decisions and ensure that your brand’s identity shines through every piece of printed material.
Conclusion: Invest in Consistency for Long-Term Success
Color consistency isn’t just a technical detail—it’s a cornerstone of effective branding. By ensuring that your colors remain true across every project, you reinforce your brand’s identity and build trust with your audience. Whether you’re looking to create a stunning direct mail campaign, branded stationery, or promotional materials, Tru Art combines cutting-edge technology with decades of expertise to deliver results that align perfectly with your vision. Ready to elevate your brand? Let’s talk about how we can bring your colors to life.
As we look toward the future of commercial printing, the industry stands at an exciting crossroads, fueled by technological advancements and evolving customer expectations. Innovations in print technology, sustainability efforts, and enhanced personalization are shaping how companies engage with their audiences through high-quality, physical marketing materials. For businesses looking to make a memorable impression, keeping pace with these trends is essential. Here’s a look at what’s ahead for the commercial printing industry and how forward-thinking companies are adapting to remain competitive and impactful.
The Rise of Digital Printing: Flexibility Meets Quality
The growth of digital printing technology is one of the most transformative trends in the industry. Unlike traditional offset printing, digital printing offers fast turnaround times, high-quality output, and the ability to print on demand, making it ideal for shorter runs and customized projects. High-speed inkjet and laser printing systems are continuously evolving, improving color accuracy and enabling businesses to print a wide variety of marketing materials—from brochures and business cards to direct mail campaigns and personalized catalogs—at a fraction of the time and cost of traditional methods.
For companies looking to add value to their marketing efforts, digital printing enables mass customization. Customers can now receive targeted, personalized materials that reflect their unique interests and preferences, which can increase engagement and improve conversion rates. Could your business benefit from more flexible, short-run print options that connect with customers on a personal level?
The Comeback of Printed Catalogs and the Impact of Direct Mail
In a world where digital ads have become almost ubiquitous, print media like catalogs and direct mail are making a strong comeback. Recent research from HubSpot revealed that 91% of consumers feel that digital ads are more intrusive today than they were just 2–3 years ago. By comparison, print materials like catalogs offer a hands-on, engaging experience that digital ads often lack. Many brands are returning to printed catalogs to create a more intimate and memorable interaction with customers. Could your brand stand out by providing a more curated, physical experience?
Direct mail also remains a trusted marketing channel. According to data consistently shared by industry sources, 76% of consumers find direct mail trustworthy, and it drives 70% better brand recall than digital ads. Direct mail prompts 400–900% better response rates and generates approximately 600% more revenue per lead than digital ads. These impressive metrics showcase the value of combining digital and physical media to create effective, multi-channel campaigns. Printed catalogs and direct mail connect customers to brands in a way that’s concrete, memorable, and proven to drive results. Is your business maximizing the power of direct mail to reinforce your digital efforts?
3D Printing and Its Expanding Role
3D printing, or additive manufacturing, is another area where the commercial printing industry is seeing substantial innovation. Although still a relatively niche area, 3D printing has applications in prototyping, small-batch manufacturing, and even customized promotional products. Industries like aerospace, healthcare, and automotive have already begun incorporating 3D-printed parts to reduce costs, save time, and enhance product functionality.
For commercial printers, the integration of 3D printing presents new opportunities to expand their service offerings and appeal to clients in creative fields. Imagine offering clients customized, 3D-printed promotional items, product prototypes, or display materials, all created with remarkable speed and precision. As 3D printing technology continues to improve, we can expect to see it become a more prominent part of commercial printing operations. Could your company benefit from personalized, 3D-printed items or prototypes for unique promotional campaigns?
The Growing Demand for Sustainability
Today’s customers are more environmentally conscious than ever before, and the commercial printing industry is responding with green initiatives. Sustainable inks, eco-friendly substrates, and energy-efficient production processes are becoming standard in many printing operations. For example, some companies now offer climate-neutral printing, offsetting carbon emissions and utilizing recyclable materials to meet customer demand for greener solutions.
This trend toward sustainability extends beyond the materials themselves; it also encompasses the entire production process. Many commercial printers are investing in energy-efficient equipment and reducing waste through smarter production practices. Is your business seeking eco-friendly printing solutions that align with today’s sustainability goals?
The Role of Print in the Digital Age: A Perfect Pairing
In today’s digital-dominated world, print is finding new relevance as a complement to digital marketing efforts. Print offers a real-world experience that digital cannot fully replicate, making it an excellent tool for building deeper connections with customers. By combining print with digital elements like QR codes, augmented reality (AR), and Near Field Communication (NFC), brands can create interactive experiences that bridge the gap between physical and digital.
For example, a printed mailer can include a QR code that links to a personalized landing page, or a catalog can feature AR elements that allow customers to view products in a 3D space. These hybrid marketing approaches enable brands to reach customers on multiple channels, increasing the chances of engagement and conversion. Would your brand benefit from combining digital and physical media for a more interactive customer experience?
Embracing the Future with Tru Art Color Graphics
The future of commercial printing is full of possibilities, and businesses that stay informed and adapt to these changes will be best positioned to thrive. From the flexibility of digital printing to the push for sustainability, commercial printing is evolving to meet the demands of a modern, discerning audience.
At Tru Art Color Graphics, we are committed to staying at the forefront of these advancements. Our team is dedicated to helping clients create impactful print solutions that resonate with their target audiences. Whether you’re looking for high-quality digital prints, eco-friendly options, or personalized marketing materials that bridge the gap between print and digital, Tru Art is here to support your goals and bring your brand’s vision to life.
Ready to take your brand to the next level with innovative print solutions? Contact Tru Art Color Graphics today to learn how our expertise and commitment to excellence can make a difference in your marketing efforts.
In a world where digital marketing often takes center stage, savvy businesses know that commercial print materials still deliver unbeatable value. From direct mail campaigns to event flyers, printed materials create a tactile, memorable connection with customers. But what if you could make that connection even stronger? Adding promotional products as a complement to your printed marketing pieces enhances brand recall, increases customer engagement, and encourages long-term loyalty. Together, print and promotional products can elevate your brand strategy to new heights.
Why Print Materials are Essential to Your Brand Strategy
Commercial print pieces—such as brochures, catalogs, and direct mail—are essential for delivering detailed information in a way that sticks with your audience. People engage more deeply with physical print than they do with digital media. Studies show that printed pieces are easier to read, more likely to be retained, and can inspire action through thoughtful design and clear messaging.
Consider direct mail: a high-quality postcard or a beautifully designed catalog can grab attention right away, especially when personalized with the recipient’s name or tailored offers. Unlike emails that get lost in crowded inboxes, print marketing is harder to ignore and more likely to sit on a desk or countertop, serving as a constant reminder of your brand.
But the impact doesn’t have to stop there. By combining your print campaigns with well-chosen promotional products, you can reinforce your message and extend the life of your marketing materials.
Enhancing Print with Promotional Products: How They Work Together
Promotional items work best when they complement an existing print campaign. Think of them as reinforcements that help your message stick. Imagine a direct mail postcard inviting recipients to a VIP event, paired with a branded keychain or lanyard that builds anticipation for the event. Or, a product catalog mailed to customers with a small branded notepad, encouraging them to take notes as they browse.
Promotional products make your printed materials more interactive. While the print delivers the core message, the tangible gift keeps your brand present long after the initial touchpoint. Together, they engage multiple senses—seeing, touching, and using—which help customers remember your message longer and strengthen emotional connections to your brand.
Examples of Brands Using Print and Promotional Products Successfully
IKEA’s Product Catalog + Measuring Tape: IKEA’s annual product catalog offers inspiration, but by including a small, branded measuring tape, they invite customers to interact with the print piece and start planning their own home improvements.
FedEx’s Direct Mail + Stress Ball Campaign: FedEx once mailed a promotional flyer with a branded stress ball to executives, promoting their reliable delivery services. The flyer captured attention, while the stress ball provided a humorous, lasting reminder.
Toyota’s Test Drive Invitation + Branded Keychain: Toyota mailed printed invitations for exclusive test drives to select customers and included a branded keychain. The printed piece delivered the message, while the keychain became a small token that kept the brand top of mind.
These campaigns worked because the print materials carried the core message, while the promotional items reinforced the brand, encouraging engagement and boosting loyalty.
Why Tangible Marketing Has a Lasting Impact
Print creates a sense of permanence and value that digital channels often can’t match. A well-designed printed piece tells customers, “This matters.” When paired with a useful promotional product, the impact becomes even more powerful—your customers not only see your message, but they interact with it in a meaningful way.
Think about it: When a customer receives a printed mailer they can hold in their hands, and an accompanying product they can use daily, the chances of remembering your brand increase exponentially. These touchpoints create positive associations that digital messages alone simply can’t achieve.
Questions to Reflect On for Your Next Campaign
Are you leveraging print to engage customers at key moments—like product launches, events, or seasonal promotions?
Could your direct mail campaigns be enhanced with a small, branded gift that adds value and memorability?
What promotional product would best reflect your brand and complement your print materials?
How Tru Art Can Elevate Your Marketing Mix
At Tru Art Color Graphics, we understand the power of print and how it drives brand engagement. Whether you need direct mail, catalogs, brochures, or custom event signage, we can design and produce print solutions that communicate your message clearly and effectively. And when you want to take your campaigns further, we’ll help you select the perfect promotional products to complement your printed materials—creating a marketing mix that leaves a lasting impression. From concept to production, Tru Art ensures every piece works together seamlessly to support your brand goals.
Print is powerful on its own, but when you add the right promotional products, the results can be transformative. Are you ready to create campaigns that connect, engage, and build loyalty? Let’s work together to design a print-driven marketing strategy that leaves an impression your customers won’t forget. Reach out to Tru Art today to get started.
“As Featured in Canvas Magazine: Our Insights on ROI of Print”
Our feature in Canvas Magazine explores the ROI of print and how tangible, personalized materials like calendars and direct mail create deeper engagement, increase brand recall, and drive better response rates than digital media alone. Print’s unique sensory appeal and credibility make it a powerful tool in any marketing strategy.
In the digital age, businesses often focus heavily on online marketing channels, leaving traditional methods like print in the shadows. However, printed marketing materials—such as brochures, flyers, and direct mail—are far from obsolete. These tangible assets play a pivotal role in enhancing brand visibility and customer engagement. Understanding how to leverage these tools effectively can set your business apart in a crowded marketplace.
The Power of Tangibility in a Digital World
One of the unique strengths of printed marketing materials is their physical presence. Unlike digital ads that disappear with the click of a button or the swipe of a finger, printed materials provide an impression. A well-designed brochure or flyer can sit on a potential customer’s desk for days, weeks, or even months, serving as a constant reminder of your brand.
Tangible items like brochures and business cards are also more personal. They involve physical touch, which can create a sensory experience that digital media cannot replicate. This tactile interaction builds a psychological connection between the consumer and your brand, making it more memorable.
The Benefits of Brochures and Flyers for Brand Visibility
1. Comprehensive Information Delivery
Brochures and flyers allow businesses to present detailed information in an organized manner. Unlike a quick social media post or a banner ad, brochures can include company history, product details, testimonials, and even call-to-action elements—all in one place. This comprehensive approach helps potential customers gain a fuller understanding of your offerings.
2. Versatility in Distribution
Brochures and flyers can be distributed in various settings, from trade shows and networking events to direct mail and storefronts. This versatility ensures that your marketing message reaches a wide audience, including those who may not be active online.
3. Cost-Effective Marketing Tool
When compared to digital advertising, which often requires constant investment to maintain visibility, printed materials can be more cost-effective over time. Once produced, they have a long shelf life and can be distributed as needed without additional expenses.
Direct Mail: A Powerful Tool for Customer Engagement
Direct mail, often overlooked in favor of email marketing, remains one of the most effective ways to engage customers. Research shows that direct mail boasts a higher response rate than email, with 70% of people feeling more valued when they receive direct mail compared to just 30% who feel the same about email.
1. Personalization and Targeting
Modern direct mail campaigns can be highly personalized and targeted. With variable data printing, you can customize messages, offers, and even images based on the recipient’s demographics, past purchases, or location. This level of personalization enhances customer engagement and increases the likelihood of a response.
2. Tangible Call to Action
Direct mail pieces, such as postcards or catalogs, often include tangible call-to-action elements like coupons or QR codes, driving recipients to take immediate action. These physical reminders are harder to ignore than digital CTAs, which can be easily scrolled past or deleted.
3. Measurable Impact
Contrary to the myth that print marketing is difficult to track, direct mail’s impact is highly measurable. Using techniques like personalized URLs (PURLs) and QR codes, businesses can track who interacts with their mailers and measure campaign success.
Integrating Print with Digital Marketing for Maximum Impact
While print marketing has its distinct advantages, combining it with digital efforts can yield even greater results. A cohesive multi-channel strategy ensures that your brand stays top-of-mind across various touchpoints.
1. Drive Online Traffic with Print
Incorporate QR codes and personalized URLs in your printed materials to seamlessly bridge the gap between print and digital. These elements can direct recipients to your website, social media pages, or a custom landing page, offering them a convenient way to learn more about your products or services.
2. Retargeting Opportunities
Use print materials as part of a retargeting strategy. For example, after a potential customer visits your website but does not convert, sending them a personalized brochure or postcard can reignite their interest and bring them back to your site.
3. Social Media Integration
Encourage customers to share their experience with your printed materials on social media. You can create a branded hashtag or run a contest for those who post photos of your materials in creative ways. This user-generated content extends the reach of your print campaign and enhances brand visibility online.
SEO Strategies for Printed Marketing Materials
While SEO is traditionally associated with digital content, you can use similar principles to optimize the effectiveness of your printed materials.
1. Keyword-Rich Content
Use keyword-rich content in your brochures and flyers to align with your digital messaging. For instance, if your digital SEO strategy focuses on “custom printing solutions,” make sure this phrase appears in your printed materials as well. Consistency across channels strengthens your brand message.
2. Use of Analytics
Track how recipients interact with your printed materials by using unique tracking mechanisms like QR codes and PURLs. Analyze this data to refine your future print and digital marketing strategies.
3. Leverage Local SEO
If your business serves a specific geographic area, emphasize your location in your printed materials. Include local keywords and references to local events or community involvement to establish a stronger connection with your audience.
Conclusion
Printed marketing materials are not just a relic of the past—they are a powerful tool that, when used strategically, can significantly enhance your brand visibility and customer engagement. By integrating these tangible assets with your digital efforts, you can create a comprehensive marketing strategy that stands out in today’s crowded market. So, the next time you plan a campaign, remember to think beyond the screen and put the power of print to work for your brand.
In the world of print, ink is more than just a medium for transferring text and images onto paper; it is a critical component that can determine the final product’s quality, durability, and environmental impact. Over the years, advancements in ink technology have revolutionized the printing industry, offering new possibilities for creativity, sustainability, and efficiency. This article delves into the art and science of ink, exploring key innovations such as eco-friendly and UV inks and their impact on the industry.
The Evolution of Ink Technology
Ink has been a cornerstone of human communication for centuries, evolving from natural dyes and pigments to the sophisticated formulations used in modern printing. Today, ink technology is a dynamic field where science meets art, blending chemistry with design to produce vibrant, durable, and environmentally conscious products.
Traditional inks, often made from petroleum-based solvents, have long been the standard in the printing industry. However, growing environmental concerns and the demand for higher performance have driven significant innovation. As a result, the industry has seen the emergence of eco-friendly inks, UV inks, and other advanced formulations that cater to a wide range of printing needs.
Eco-Friendly Inks: A Sustainable Future
One of the most significant advancements in ink technology is the development of eco-friendly inks. These inks are designed to minimize environmental impact by reducing the use of harmful chemicals and promoting sustainability throughout the printing process.
Soy-Based Inks: Soy-based inks, derived from soybean oil, are one of the most popular eco-friendly alternatives to traditional petroleum-based inks. They offer advantages, including lower levels of volatile organic compounds (VOCs), which contribute to air pollution. Soy-based inks also provide vibrant colors and sharp print quality, making them a preferred choice for environmentally conscious businesses.
Water-Based Inks: Water-based inks are another eco-friendly option, particularly in the packaging and textile industries. These inks use water as the primary solvent, reducing the need for harsh chemicals and making the printing process safer for workers and the environment. Additionally, water-based inks are easier to clean up, reducing waste and the need for toxic solvents.
Plant-Based Inks: Building on the success of soy-based inks, plant-based inks derived from other renewable sources, such as algae and corn, are gaining traction. These inks further reduce reliance on fossil fuels and contribute to the industry’s overall sustainability efforts.
UV Inks: The Future of High-Performance Printing
UV inks represent another significant innovation in ink technology, offering unique advantages in terms of durability, versatility, and print quality. Unlike traditional inks, which dry through evaporation or absorption, UV inks cure almost instantly when exposed to ultraviolet (UV) light. This process, known as “curing,” results in a solid, durable layer of ink that adheres strongly to a wide range of substrates.
Faster Production Times: One of the most notable benefits of UV inks is their rapid curing process, which can significantly reduce production times. Because the ink dries quickly, there is no need to wait for prints to dry before moving on to the next step in the production process. This efficiency can lead to faster turnaround times and increased productivity.
Superior Print Quality: UV inks produce vibrant, high-quality prints with sharp details and rich colors. The instant curing process prevents ink from spreading or bleeding, resulting in crisp, clean lines. Additionally, UV inks are often used on a variety of substrates, including non-porous materials like plastics, glass, and metals, making them ideal for a wide range of applications.
Durability and Resistance: Prints made with UV inks are highly resistant to fading, scratching, and other forms of wear and tear. This durability makes them an excellent choice for outdoor signage, packaging, and other applications where longevity is essential.
The Impact of Ink Innovations on the Printing Industry
The advancements in ink technology have had a profound impact on the printing industry, driving changes in production processes, environmental practices, and the range of services that printers can offer.
Sustainability and Environmental Responsibility: The shift toward eco-friendly inks reflects a broader trend in the industry toward sustainability. As businesses and consumers become more environmentally conscious, the demand for sustainable printing solutions continues to grow. Printers that adopt eco-friendly inks can appeal to this market, positioning themselves as leaders in responsible business practices.
Expanded Capabilities: Innovations like UV inks have expanded the capabilities of printers, allowing them to offer a wider range of services. From high-quality packaging and labels to durable outdoor signage, these advanced inks enable printers to meet the diverse needs of their clients and explore new markets.
Cost Considerations: While advanced inks, such as UV inks, may have a higher upfront cost, their benefits often outweigh the expense. Faster production times, reduced waste, and superior print quality can lead to cost savings overall. Additionally, the growing popularity of eco-friendly inks is driving down costs, making sustainable printing more accessible to businesses of all sizes.
Conclusion
The art and science of ink are at the heart of modern printing technology, and recent innovations have transformed the industry in remarkable ways. From the development of eco-friendly inks that promote sustainability to the introduction of UV inks that enhance print quality and durability, these advancements offer new opportunities for printers and their clients.
As the printing industry continues to evolve, the role of ink will remain central to its progress. By embracing these innovations, printers can not only improve their products and services but also contribute to a more sustainable and efficient future for the industry.
At Tru Art Color Graphics, we are committed to delivering high-quality print solutions that are both innovative and environmentally conscious. That is why we utilize both soy-based inks, known for their vibrant colors and eco-friendly properties, and UV inks, which offer superior durability and print quality. By combining these advanced ink technologies, we ensure that our customers receive printed materials that not only look great but also align with sustainable practices.
A densitometer is used to measure the ink density and helps ensure that colors are consistent and accurate. Tru Art Color Graphics. Iowa City, Iowa.
In today’s communication landscape, digital media has infiltrated every nook and cranny of our lives. However, amongst all this digital noise, print media continues to be a trusted source of information. While the Internet provides instant gratification, convenience, and variety, print provides unique advantages that digital platforms just cannot compete with. From its tangibility to its unrivaled reliability, print media still captures and holds a significant piece of both the hearts and minds of consumers. This editorial explores the enduring value of print in a digital world and why it is still a vital part of effective marketing strategies.
The Tangibility of Print
One of the most wonderful things about print media is its tangibility. Print materials that consist of books, magazines, brochures, direct mail, posters, and others – offer a physical presence that is impossible with digital media. The physicality of print engages multiple senses: the feel of paper, the smell of ink, and the visual attraction of high-quality graphics. These multisensory experiences help to create an impression, elevating the emotional attachment making printed materials more memorable than their digital counterparts.
Credibility and Trust
Perceived as more credible and trustworthy than digital media, print has the power to bring information to life. A recent study published by Canvas magazine shares that print readers spend 20+ minutes with publications, while digital visitors spend less than five minutes per site. A whopping 82% of consumers trust printed material the most when making a purchase decision. And lastly, 56% of consumers find print marketing to be the most trustworthy type of marketing.
Targeted Marketing and Engagement
Print media excels in targeted marketing and engagement. Direct mail campaigns, for instance, can be highly personalized, allowing businesses to tailor their messages to specific demographics. This level of customization leads to higher engagement rates. Canvas also reports that 44% of consumers visit a brand’s website after receiving a direct mail piece. The same report shows that the response rate for direct mail marketing is 37% higher than for email. These statistics demonstrate the effectiveness that print has in its ability to capture and retain consumer attention.
Longevity and Shelf Life
Printed materials offer a lasting impact compared to the fleeting nature of digital content. Items like magazines, brochures, and catalogs are frequently kept for future reference, ensuring ongoing visibility for the brand and its messages. This enduring quality prolongs the effectiveness of a marketing campaign, delivering continued value well beyond the initial distribution.
Complementing Digital Strategies
Print and digital media are not mutually exclusive; they work together to create a more effective marketing strategy. Integrated campaigns that blend print and digital elements can enhance a brand’s reach and impact. For instance, a printed direct mail piece can direct recipients to a website or social media page, fostering a seamless connection between the physical and digital realms. This synergy allows brands to capitalize on the strengths of both mediums.
Sustainability in Print
The printing industry has made notable progress in sustainability. Innovations like recycled paper, soy-based inks, and energy-efficient printing processes have significantly reduced the environmental footprint of print media. Companies dedicated to sustainable practices can proudly showcase their efforts, resonating with environmentally conscious consumers.
Conclusion
In conclusion, the enduring value of print in a digital world cannot be overstated. Its tangibility, credibility, targeted engagement, longevity, and ability to complement digital strategies make it an indispensable tool in any marketer’s arsenal. As the digital landscape continues to evolve, print media’s unique advantages ensure that it remains a vital and effective means of communication.
For businesses looking to enhance their marketing efforts, integrating print media into their strategies can provide a competitive edge. By leveraging the enduring value of print, brands can create lasting impressions and build stronger connections with their audiences.
