The Wider View: So You Didn't Make The List...

First off, thanks for taking the time to peruse the Wide-Format Impressions list of the 150 largest wide-format producers (by sales) in North America. If your company is on the list, that’s great! It’s a reason to celebrate, and provides — if you’re so inclined — bragging rights. But what if your wide-format company or department didn’t appear? What happened? What can you do?

Dan Marx, content director of Wide-format Impressions, holds extensive knowledge of the graphic communications industry, resulting from more than three decades working across segments with business owners, equipment and materials developers, and thought leaders.

At risk of sounding like the IT professional who begins troubleshooting by asking, “Is it plugged in?,” I’ll ask the question, “Did you participate?” This list is a participatory process. We ask and you answer … but YOU must answer.

If you participated, but your wide-format revenue just wasn’t high enough to make the cut, then I’d like to propose a new goal: Set your sights on making the list next year. Because the list is based on annual wide-format revenue, the obvious conclusion is that you need to sell more. That’s partially true. A change from passive to strategic sales can do wonders for a company’s bottom line.

But is your company doing all it can to maximize revenue from your current clients? Also take a look at your pricing strategies. Have you recently evaluated your prices to see if they are truly competitive? Materials costs have increased — especially recently — and outdated calculations may be limiting revenue potential. Do some research, adjust as needed.

Is your company limited in capacity somewhere in the process? Will the investment in a new or additional printing device raise the ceiling of your potential capacity, therefore adding space to take on additional work? Look also at process pinch points: If your wide-format device is a Ferrari, but your cutting system is more of a Ford Fiesta, there exists a compelling opportunity to harmonize capacity and productivity across your operation.

Another way to expand capacity without buying a new machine is through greater efficiency. This can include rethinking (or considering for the first time) thoughtful process flow, effective plant layout, or the development of standard operating procedures based on best practices. Strong steps in efficiency can bring faster production, stronger quality, the elimination of margin-busting waste or rework, and space to generate more revenue in the same amount of time.

Finally, better skills — either through effective employee training and/or well-executed process improvement — open the door to produce higher-value print. Doing so can lift your company out of commoditized areas of wide-format and into areas where price is not the dominant negotiation tool. Again, look at your pricing strategies: Higher value work should demand a higher price. Because it is a premium product or offering, it can demand a higher margin per unit produced, which equals greater revenue.
I would be remiss if, after this discussion, I did not mention the upcoming PRINTING United Expo (Sept. 23-25 in Las Vegas, Nevada). For companies seeking strong strategies to increase revenue — through capital investment, process improvement, more effective sales, and more — the Expo can give you what you need to up your industry ranking. I hope to see you there!

And if you make the list next year? Fantastic! But in the end, that’s not really the point. The greater victory is that well-earned, carefully maximized revenue creates space for future possibilities — to grow, to expand, to diversify, to do more or better, and to escape the price-obsessed daily hustle.