Anthony Choi, global managing director of Sydney trade house Bannershop, believes commercial offset printers can best capitalise on the large format revolution by partnering with specialist large format print companies such as his.
Large format digital print (LFDP) is a revolution. Evolving from digitally printed photos, LFDP has grown to replace traditional signage. Where shops once employed sign-writers to draw on their walls and windows, LFDP-produced self-adhesive vinyls (SAV) now provide a more attractive solution. The acceptance of LFDP has been so prolific that its products now surround us in the modern world.
In addition to the visual appeal of LFDP-output, other advantages include its flexibility:
• No minimum quantity requirements
• No set-up charge
• No size limitations
LFDP Applications include:
• Exhibition Displays
• Retail Displays
• Point of Sale (POS) Displays
• Wall / Window Graphics
• Street Furniture
• Outdoor Displays
• Flags
LFDP was near unaffordable for most companies only a few years ago. But just as we have observed in the digitally printed photos market, prices have dropped dramatically. Now, LFDP is affordable to almost anyone, and with exponential growth in the demand for LFPD, Bannershop anticipates that prices will only continue to drop.
With the decline in prices, the market is growing, not only in dollar terms but also market share. Existing users are finding new and innovative ways to make the most of LFPD and new adopters are constantly knocking on the door. This has culminated in a shift in focus from outdoor digital printing to indoor prints used in exhibitions and retail shops.
Further, the saturation of the outdoor advertising (eg billboards) has led marketers to identify new advertising space in the form of mobile advertising, street furniture and flags. The flexible nature of the revolution that is LFDP has embraced each of these advancements and matched it with a LFDP solution.
As LFDP continues to evolve, commercial offset printers should consider partnering with a LFDP supplier. Whilst many are concerned that LFDP suppliers will cannibalise their customer bases, Bannershop firmly believes that this is a non-issue. On the contrary, Bannershop expects that such partnerships will expand the customer base of both partners.
Under the 'no partnership' condition, a single corporate customer's corporate print department will order products from an offset printer, whilst the same company's marketing department will order from an LFDP supplier, thereby incurring ordering and other costs and time (including contact and tender) for both orders.
However, under the 'partnership' condition, working together, the offset printer and the LFPD supplier are able to provide the single corporate customer with a one-stop shop for all its printing needs. Furthermore, the customer will save on ordering and other costs and time. The stronger relationship that results between the customer and the partnership will also fortify the barrier to entry for other competitors.
