Wide-Format Digital Printing: A New Game Plan Pays Off

Support Your Digital Imaging Team

A well-informed digital wide-format salesperson will be able to interpret the interests of your customers and find beneficial applications. With a clear understanding of customer needs, they will be better prepared to select the most suitable wide-format technologies. Your salesperson will help target new markets where digital wide-format capability is the ticket for admission. He/she will play a critical role as you move your corporate culture past conventional “print think” to embrace a new way of working with your customers.

Play Your Markets Right


The Specialty Graphic Imaging Association (SGIA) conducts a series of annual surveys to help members understand the changes in the community and surrounding markets. SGIA’s “2011 Market Trends and Product Specialties Benchmarking Report” revealed which specialty imaging market segments are growing, shrinking or holding steady.

New markets are continually being developed and new uses for the technology are being discovered. Being early to the right markets can generate new business and the margins are better when emerging technologies are needed.

Win Big with Wide-Format

As with any new endeavor, it’s better to start slowly by employing the technology required to do some work in-house and outsource the balance, at least for a while. An in-house effort is needed to truly make the commitment to changing your business model. By combining your in-house efforts with outsourcing you continue to learn and fine-tune your market development strategy. You can add additional technology as it fits your business model.

With the rapid development of wide-format printing, we’re seeing more outsourcing and multi-business partnerships. Companies will continue partnering to gain access to technology on a limited basis.

And, there’s no better way to find that crucial digital imaging partner than aligning yourself with the SGIA community. Take advantage of SGIA’s Wide-Format Output Device list and Digital Equipment Evaluations to see an up-to-date listing of output devices currently available and to compare top-ranked digital imaging equipment on the market. You also will not want to miss the opportunity to network with the specialty imaging community at the 2012 SGIA Expo held in Las Vegas, Oct. 18-20, which will feature a broad range of digital imaging solutions that are driving the industry.

Related Content