What’s Your Sign?
As mergers and acquisitions become the industry norm, margins are getting squeezed and making a consistent profit is a struggle. Advertising is put to the test and companies continue to gamble with marketing dollars to promote brand awareness. Approaches may vary, but most businesses can agree that effective signage goes beyond a storefront window. Otherwise, they will eventually see the "Going Out of Business" sign.
This could explain the push toward wide-format printing (or large-format printing) as a promotional tool. Signage is often reflective of the quality of a store's products and services. In turn, it can influence potential consumers' purchasing decisions. So, why not go big and be seen?
"As companies continue to pull back on the old traditional forms of advertising, they are putting their marketing dollars into 'in your face' graphics," observed R. Scott Schoner, owner of Speedpro Imaging, Piscataway, N.J. "Every empty space is now prime territory for client[s] to get their message across."
Speedpro Imaging has vinyls that can be adhered to almost any surface. The company has wrapped items, including elevator doors, tractor trailers, walls, ATM machines and ice cream freezers. One of Speedpro's locations even produces graphics for caskets.
Glendale, California-based 4over, Inc. also is active in wide-format printing—or as branded by 4over: Grand4mat. While 4over is no stranger to the industry, its Grand4mat division is fairly new, initially dating back to January 2009. Its most recent Grand4mat facility launched in December 2011.
"We try to stay ahead of the wide-format industry and we have introduced some new and exclusive products to the market. For instance, KoroKards and KrazyKuts are giant greeting cards with customized cutouts produced on high quality and durable coroplast material," said Zarik Megerdichian, CEO of 4over.
Despite the many benefits of wide-format printing, it has some disadvantages. Megerdichian pointed to the costly shipping rates that can accompany these oversized products. 4over has solutions for this problem.