Catherine Howell loves the calendars Tru Art Color Graphics creates each year. And she is not just saying that because the award-winning, full-service commercial printing company makes them. It is because the calendars are an ideal blend between useful and memorable—an old-fashioned ode to practicality and lasting value.
In a time where people are clicking and scrolling through the day, the calendars are a perfect example of print’s ROI, providing a daily, visual reminder and long-term engagement in a way that digital media often cannot.
The way Howell, Tru Art’s Director of Marketing & Communications sees it, the calendars keep a brand top of mind, day after day. “They’re not just seen as a marketing tool, but as a valued gift—something tangible that people can look forward to receiving each year. Print offers a unique, tactile experience, Unlike digital content, which often feels fleeting and can be easily ignored or forgotten. Print is tangible, creating a physical connection with the reader. When I receive a printed piece, I control when and how I engage with it. There’s a sense of ownership and intentionality that digital media struggles to match. Unlike intrusive emails that can disrupt my day, print respects my space and time, allowing me to engage with the message on my terms.”
“Digital channels, which showcase movement and audio cues to activate emotional cues, are done best when done in tandem with print.”
— Maigen Berg, Founder & Owner, Good Times Marketing
Founded in 1896, Tru Art continues to be an ambassador for the power of print. Along with its advertising calendars, the Iowa City, Iowa, printer, now into its fourth and fifth generation of family leadership, produces branded apparel, promotional advertising, awards, and signage and displays. “As a commercial printer, we have the ability to design and produce pieces that are not only visually striking, but also highly personalized. This increases the relevance and emotional impact for the recipient. Personalization in print can go far beyond just a name; it can include tailored content, images and messaging that resonate deeply with the individual, making it more likely to elicit a response.”
Howell believes this level of customization creates a connection that digital media, with its often generic and impersonal nature, struggles to achieve. Moreover, print offers the recipient the privilege of keeping, revisiting and sharing every printed engagement. That makes print’s shelf life capabilities the ultimate in ROI. It is print’s sensory appeal that plays such a crucial role in enhancing customer engagement. The tactile experience of holding a printed piece, feeling its texture and appreciating its visual design creates a multi-sensory connection that digital media struggles to pull off.
“In our experience, customers often remark on the quality and appeal of a well-crafted print piece—whether it’s the weight of the paper, the texture of the finish or the vividness of the colors,” Howell says. “These are elements that leave a lasting impression and elevate the perceived value of the message being delivered.”
On the other hand, Howell says that digital communications like emails rarely elicit the same level of feedback or engagement. While emails can be easily dismissed or overlooked, a thoughtfully designed print piece invites recipients to pause, engage and appreciate the effort that went into creating it. This sensory experience makes the engagement more meaningful and memorable, ultimately leading to a stronger connection with the brand or message.
In an time where trust in media is being challenged, print is giving marketers an upper hand of credibility by signifying a level of commitment and responsibility that digital media often lacks. For example, before a piece goes to print, it undergoes thorough editing, verification and quality control to ensure accuracy and professionalism. “This meticulous process instills confidence in the content, as mistakes are far less forgiving in print than in digital formats, where corrections can be made with the click of a button,” Howell says. “Moreover, once a printed piece is distributed, it’s permanent. There’s no easy way to retract or alter it. This permanence demands a higher standard of accuracy and integrity, reinforcing the credibility of the information.”
Howell says that when consumers recognize this, they tend to view printed materials as more reliable and trustworthy. “There is an association with a level of seriousness and authenticity that digital media, with its transient nature and susceptibility to misinformation, often struggles to convey.”
Hold on to me…
Maigen Berg recently worked with a real estate investment firm client that was pulling together material for a conference. Their booth featured a series of large-format branding signage, along with flyers/handouts. Nearly every person who attended the booth received a 6-inch x 8-inch flyer.
“The flyer was able to hold their engagement time with the firm a little longer,” says Berg, founder and owner of Houston-based Make Good Times Marketing. “We use the same large-format branding each time, and when we talk with clients on follow-up strategies, they always refer to ‘that bright blue banner we had at our booth and how it was so cool.'”
Berg calls it substantiation. There is something very specific about holding a well-printed piece of marketing material in your hand that digital media cannot replicate, quite literally. Known as haptic perception, digital marketing is void of activating this type of sensory experience. Take one of her favorite print pieces, a cover weight with soft touch on one side only. “When done correctly, this type of engagement is hard to beat. But I think that digital channels, which showcase movement and audio cues to activate emotional cues, are done best when done in tandem with print. Large-format print experiences, with audio, video and print flyers/banners, do something incredible together.”
Having started her marketing career in print and migrating into digital marketing, Berg continues to keep print in her toolbox. “There are certain times where print is more heavy in the marketing stack of a specific project, and other times where it plays a supporting role, but there is never a time that print is not part of the equation when I’m executing a marketing project. I also have found that the more high-end the event or marketing initiative, the more print plays a role in substantiating the event or the initiative. Galas, private parties, etc.”
“The future of print lies in its ability to become even more targeted and personal, leveraging its unique strengths to stay relevant in an increasingly digital world.”
— Catherine Howell, Director, Marketing & Communications, Tru Art Color Graphics
To remind its clients about the ROI print can deliver, Tru Art leverages the value it offers in strategies like direct mail campaigns, which Howell believes remains one of the most effective ways to demonstrate the impact of print. “Postcards serve as a physical reminder of the power of print. They arrive directly in the hands of recipients, cutting through the digital clutter that often overwhelms email inboxes and social media feeds.”
The Tru Art team designs the pieces to be visually appealing and personalized, highlighting the attention to detail and care that goes into each print project. By using direct mail, they are not just telling their clients about the value of print; they’re contrasting the difference in digital strategies. “We make it a point to include metrics and case studies in our marketing, illustrating real-world success stories where print has delivered significant ROI. We emphasize the lasting value of print and its ability to stay top-of-mind. With print, there is a a capacity for creating deeper emotional connections and to drive response.”
In a digital-dominated world, print strategies continue to reinforce the relevance and impact of print, ensuring that it remains a critical component of the marketing mix. “The future of print lies in its ability to become even more targeted and personal, leveraging its unique strengths to stay relevant in an increasingly digital world,” Howell says. “As technology advances, we anticipate that print will continue to evolve, allowing us to create highly customized and precise campaigns that speak directly to the individual needs and preferences of the audience. This level of personalization is where print can truly shine, offering a depth of engagement that digital platforms often struggle to achieve.”
While the landscape will continue to shift, print’s inherent advantages—its tactile nature, its ability to stand out in a crowded digital space, and its potential for deep personalization—will ensure it remains a vital part of any integrated marketing strategy.