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Strategies for Expanding Capabilities and Technologies

(June 2010) posted on Mon May 24, 2010

The market research presented here covers wide-format printing to see what shifts are taking place during times of economic recovery.

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By Tim Greene

I recently got to attend an event, the FESPA Global Summit, in Miami, FL, which brought together some of the leading wide-format-printing organizations across Europe and North America. At the summit, there was a lot of insight on the ways companies are now marketing their services. It was a stark contrast with some of our findings on standard practices among these operations currently. In one of the more interesting presentations, social media ninja Simon Burton described the use of social media as a marketing vehicle, identifying some of the more popular, including LinkedIn, Facebook, and Twitter. (Anecdotally, I know that social media is very hot right now because my wife recently enrolled in a continuing education class called Eight Hot Social Media Marketing Tips You Need to Know that had more than 3,600 people sign up for a class with space for only 1,000 attendees.) Twitter reports on its Website that there are now more than 50 million tweets per day. I believe that social media is hot largely because much of it is free, or at least it doesn’t have a direct capital expenditure, but can provide significant marketing appeal.

In another of the studies that InfoTrends is involved in, about one in five wide-format-printing companies are already participating in social media as a marketing tool. Also at that Summit there was a print buyer from a notable global advertising agency who indicated that one of the biggest areas of need for print buyers was awareness of all of the products and services that their existing partners can provide. Social media can provide an opportunity to promote your services at low cost to new and existing customers. The communications companies I follow using these social-media tools promote some of their interesting wide-format-graphics projects and the good results that advertisers got when they invested in the printed communications these companies produce.


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