Growth Areas for 2016 Fabric: “People are looking for something nicer than vinyl.” —Jay Buckley, owner, MegaPrint “I believe we will experience continued growth in soft-signage printing opportunities. These market segments appreciate a more thoughtful and cost effective manner to sell the message, and a greater ease of production, finishing, shipping, and installation. They will also prove to be popular as Green product opportunities.” —Pete Gallo, CEO, Vista Color Imaging Retail: “Even smaller companies are learning the importance of having a consistent brand identity and want to carry that through to all their products and promotions.” —Stacy Gestring, owner, Art Advertising “Retail continues to grow as bricks and mortar businesses need to compete with online businesses.”—Ronald Sizemore, owner, Influence Graphics What Else Can You Do? As Graphic Trends’ Gasper pointed out, “Printing services is an assumption, quality is expected, and short turn-around times is an assumption. Customers want to know, ‘What else can you offer?’” Going along with the technology part of the conversation is the increased emphasis on data and personalization. “We are working more and more with our clients’ data, including generating, storing, and providing metrics on the effectiveness of their marketing campaigns,” said Ed Zelasko, VP of sales & client “Retail, retail, retail! We are seeing the biggest opportunities there and continue to make investments to support these opportunities.” —Steven Saltzman, east coast sales manager, Big Mountain Imaging Out-of-Home and Grand-Format Signage: “Grand-format will have the largest growth due to more advertising agencies understanding how to use superwide formats in the public’s eye.” —Allen Gasper, owner, Graphic Trends, Inc. “Building construction, consisting of grandformat graphics, including barricade structures, and building wraps, will have big growth. Transit stations, subways, and train stations are all being updated. Signage will continue to grow both with paper and digital ads.”—Howard Weinstein, CEO & co-owner, Candid Litho “Outdoor signage is a wide area but building signage, event signage, directional signage, etc. services, Vision Integrated Graphics Group, Chicago. One of the challenges facing CMOs and marketing directors is the ability to provide detailed analytics on the real ROI of their various marketing campaigns. Consider that in 2015 the Fournaise Group reported that: “90 percent of marketers are not trained in marketing performance and marketing ROI and 80 percent struggle with being able to properly demonstrate to their top management the business effectiveness of their marketing, spending, campaigns, and activities.” Shops that can provide numbers and metrics continues to grow and as the economy improves new companies need signage and existing companies need to upgrade signage.” —Mark Rowan, marketing director, Hackworth Digital Signage: “Digital signage is easy to change and promote the latest product, event, or company.”—Robb Schmidt, owner, Fastsigns Glendale “Dynamic digital signage technology is improving and the cost is coming down as the segment matures.”—Scotty Hager, partner, Image360 – RVA Wraps: “I believe this has greater potential with the introduction of solid color wrapping materials and various laminates.”—Schmidt, owner, Fastsigns Glendale “Wraps are now more commonplace and everyone is asking about them. I tell clients they are the best ROI ever and there are so many applications and materials available.” —Mark Rowan, marketing director, Hackworth can be an important service to their customers—and, in turn, become more closely integrated with them, essentially aligning with them as a partner in their marketing process. In this day and age it is also vital to measure social media marketing efforts. Savvy wide-format print providers can provide reports and help with social engagement. The trend toward multichannel marketing— including social media—is not going to end and customers will want to see reports that detail how their marketing message—and their spending—is aligning with sales pipeline and revenue goals. EH Teasley & Company printed and installed a large, 16,000-square-foot window perf job for the 80th Goodyear Cotton Bowl Classic game in Dallas and decorated the AT&T Stadium with the Goodyear Blimp and Cotton Bowl logo for the game. 18 Wide-Format & Signage | April 2016 PrintingNews.com
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