WIDE FORMAT PRINTING Your chance to grow your business
Wide format graphics are one of the most cost-effective ways to communicate information to a large audience. Studies have shown that wide format signage can be anything from three to ten times more cost-effective than alternative advertising methods like newspapers, magazines, television, and radio advertising. At the same time, it is widely believed that point-of-purchase advertising can impact as much as two-thirds of in-store purchasing activities.
WIDE FORMAT PRINTING
WIDE FORMAT PRINTING
Konica Minolta Business Solutions Europe GmbH Europaallee 17 30855 Langenhagen Germany www.konicaminolta.eu
Changing demands, serious challenges
The need for faster cycle times, versioning, and just-in-time production in the digital graphics business places high demands on digital graphics providers and the technolo- gies they use. At the same time, increasing pressure for low operating costs and more easily recyclable output puts even greater emphasis on the economics and sustainable operation of these suppliers.
Due to the high selling price of wide format digital graphics output, the opportunity for print service providers is a very exciting one; however, this is not limited to the digital graphics business. The transformation occurring within the wide format technical market also represents a strong opportunity because of the changeover to distributed printing and more colour-oriented processes. Wide format digital printing is one of the few areas in the global printing market experiencing rapid change and growth; now is the time to get involved!
Ideal: consultative sales model
There are several important characteristics of the wide format printing business, but one of the most significant is that the barriers to entry are relatively low. Essentially, any individual or small printshop able to invest in a wide format printer can become a wide format print service provider. Individuals involved in wide format print campaigns may be ad agencies, merchandising managers, and store planners. Companies that provide narrow-format prints but want to get into wide format printing should manage their accounts at a much higher level. Serving the wide format market at the highest levels means serving clients with a very consultative sales model, offering design, fulfilment, installation, and management services that provide cost-efficiency as well as integration with other marketing and advertising messages.
Key drivers for success
– You have the ability to provide prints profitably. Even in this market with its attractive growth potential, it is critical to understand all of the cost elements and factor them into the “cost-plus” calculation.
– You have the ability to sell wide format prints effectively. Different print service providers will have vastly different sets of customers, and in many cases the types of customers that buy wide format prints are very different from the people who buy other types of prints.
– You differentiate your business through higher service levels. This could for example include a “while- you-wait” wide format graphics printing capability that many wide format print shops cannot offer due to the time required to change over media rolls or fear of disrupting ongoing print jobs.