Larger than Life - Print+Promo

By Elise Hacking Carr

The Learning Curve

There are certain things a novice distributor should know before testing the wide-format waters. Our  experts had the following advice to offer:

Before jumping in, make sure you have customers that will use it. I’ve been in printing and graphics my adult life and this is different than selling printing because if I sold 5,000 brochures or letterheads, I could be pretty assured that my customer wasn’t going to use them up over a reasonable period of time. In wide-format, you don’t have that same purchase for the same reason. You could produce 1,000 posters for somebody and then never do another job for them. But mostly it’s application and pricing strategy where a lot of dealers fall down. It’s all about the application: how is it going to be used, what is it going to be used for, what is the best way to do it based on what the customer hopes to accomplish. And then, what’s your pricing strategy? That’s an area where people don’t spend enough time devising.”

– Robert Hessinger, president, MegaGrafix

Decide what you want to offer. Each machine is capable of something different. Find a machine that fits your need. Do not buy on price—in the long-run, it will get you. Start by building a base. Many don’t offer wide-format and are amazed at the response they get when they do. Choose a good wholesale partner; build enough volume to justify an entry level. Once that machine is in place, even larger opportunities will present themselves. As a wholesaler, we have helped companies go from offering no digital to owning entry digital. And some customers get to the point where  they need to make the next step and buy industrial equipment.”

– Brent McKinnon, vice president, Graphics House Imaging

Be aware that unit costs are “printing-method” sensitive. Cost wise, digital printing is best for low quantities or outdoor use, while offset printing is best for higher quantities and indoor use, or limited outdoor use.”

– Ralph E. Wilbur, president, Graphic Litho

Inspiration is often found in the most random places: among the flowers, at the beach or through our loved ones, to name a few. But Mick Alles, president of Falls Cities Printing, New Albany, Ind., found his in internal bank documents.

Traditionally a forms printer, specializing in internal bank documents, Alles wondered what might make a good vertical sell for his distributors selling to small community banks. That's when he decided to branch out into wide-format printing. After all, indoor and outdoor signage could give lesser known banks a polished look and a solid marketing plan.

Today, wide-format printing comprises between five percent to 10 percent of his business. And, though, Alles anticipates that number to climb in a couple of years, some of his smaller-sized distributors remain reluctant to take advantage of the  opportunities this sector has to offer.

"I don't know if it's a case where it's not something they have to do yet. Or maybe they're comparing it to their traditional channels. ... That stuff will need to be overcome because there's a large market for this out there," he insisted. "I think seeing how the economy is getting worse that mostly the small- and medium-size distributors are [eventually] going to become more open to try and sell this stuff. ... You're not really having to diversify, you're just trying to become more of a full-service [provider] for your end-user. And all I'm trying to do is give you another vehicle to do that."

Ralph E. Wilbur, president of Graphic Litho, Lawrence, Mass., agreed, arguing in times of sluggish sales, visibility and promotion can make things happen. "The bigger, the more eye-catching," he commented.

But remember to research, research, research, stressed Brent McKinnon, vice president of Muskegon, Michigan-based Graphics House Imaging. "Over the last few years, the industry has flooded the market with low-cost, inexpensive printers. But today's current economic condition has caused prices to crash. Many companies are fighting for survival so they're willing to print for nothing," he said. "Wide format as a market will grow, but there are more print providers than ever. Those companies that bought equipment based on want versus need are struggling and, in the process, driving output costs down."

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Elise Hacking Carr Author's page

Elise Hacking Carr is editor-in-chief/content director for Print+Promo magazine.