Take Our Advice
The following article was originally published by Wide-format Impressions. To read more of their content, subscribe to their newsletter, Wide-Format Impressions.
We all have questions, and SGIA Expo is a perfect chance to get them answered, especially when it comes to wide-format trends and opportunities. But finding the time to talk to every expert can be a challenge in and of itself. We sat down with a few of them from throughout the SGIA show floor, and asked them to boil down their best advice for printers looking to get into — or grow — their wide-format business.
“Do your homework,” says David Conrad, Director of Sales and Marketing, Mutoh America Inc. (Booth 2545). “Study the market, and understand the applications and how to deliver the best solution for your customers in your market space. With this market, there is a lot to learn, so you can never have too much information.”
“Pay close attention to the type of products/services your customers are asking for — especially those requests that cause you to outsource or turn down business,” notes Daniel Valade, Product Manager, Color Products, Roland DGA (Booth 601). “I also encourage those attending to take full advantage of the opportunity. It’s an unbeatable opportunity to research lucrative applications, and shop for the very best equipment available for performing those jobs.”
“My advice would be for attendees to leave themselves plenty of time to complete their goals and objectives for attending the Expo,” says Mike Compton, Product Marketing Manager, Top Value Fabrics (Booth 2155). “Set appointments with exhibitor company representatives prior to the Expo. Visit the SGIA Booth (2245), where you will find helpful, well-versed experts who can assist you in guiding and mapping out your experience establishing a plan to visit the exhibitors that will guide you toward the products you are looking for. Download the SGIA App on your mobile device to assist you in locating the companies you seek to partner with. Once you have immersed yourself in the Expo, seek out companies that will work with you in a consultative nature to help you determine the best overall package that suits your print shop and needs.”
“Every press type and brand has its intended wheelhouse,” advises Rebecca Fuhrman, Digital Market Development Manager, Tekra (Booth 2711). “They will all be created for — or simply better at — printing specific substrates. Finding a press that allows for the ability to adjust temperatures, run speeds and vacuum pressure will allow them more versatility with various substrates and applications vs. purchasing one that only has pre-sets available.”
“Regardless of whether you work in commercial signage, print-for-pay, the vehicle wrap business or currently outsource your digital print work, there are key priorities to sort out before adding a wide-format printer to your shop,” says Lou Stricklin, Director of Product Marketing, Industrial Business Unit, Oki Data Americas (Booth 2233). “They are: Do you have the work to support it? Is your demand increasing and are you looking to expand? Your top two priorities should be speed and quality. Period. Make sure your chosen device is fast and durable enough to meet job deadlines while producing the quality output customers expect. Does your printer manufacturer offer meaningful customer support? How much of the products functions are automated? Do you have the resources to support it? Financially, it may make sense today, but do you have the bandwidth to absorb it? Can you execute all of the production gates? Do you have enough peripherals to support it — such as a laminator, a good Raster Image Processor (RIP) program and a cutter that works with the printer? Never underestimate these details. What will your ROI be? Customers want vivid imagery that can only be accomplished with wide-format printing. If you aren’t already printing digitally nor doing so on a wide-format, you are running the risk of becoming irrelevant, if it hasn’t already affected you.”
“Wide-format printing can create head-turning vehicle graphics with outstanding saturated colors, unlimited design possibilities, now with the ability to remain good-looking for years under harsh environments,” agrees Stephen Smith, Industry Manager — Graphics Films, SWM (Booth 4216). “Having the capability to offer these types of advertisements can truly differentiate your shop’s capability and allow you to engage the most sophisticated customer base.”
My advice is simple: ‘GO FOR IT’,” says Alex Ravari, VP of Sales and Marketing, Printmatics (Booth 1807). “You are placing your company in a healthy, profitable and fulfilling part of the industry. Make sure you attain proper tools, staff and understanding of the market, but other than that, it’s like moving your golf game from the executive par-3 course to the big-boys, par 72, 6,500 yd. course. Take your driver out and rip it!”
‘“Know what market you want to target is the first step,” says Evan Lyons, Regional Sales Manager, INX International Ink Co. (Booth 1919). “From there, selecting the right blend of products for the particular job application is next. Working with knowledgeable manufacturers and suppliers that represent reputable brands will be your best opportunity for success.”
“SGIA is a fantastic venue for seeing equipment, substrates, software and pretty much everything you need to run a successful wide-format business,” says Mike Madura, VP Product Development and Management, Mohawk (Booth 1026). “Give yourself plenty of time to spend talking with the exhibitors and other attendees about the customer base you are targeting and what you are trying to accomplish by adding wide-format. It is important to have the right equipment and substrates that align with your business objectives.”
