One of the most fascinating things about wide-format printing is its ability to transform a space. However, it’s usually short term. Maybe it’s a retail display, or a tradeshow set up, but typically it’s life span isn’t terribly long. But what if wide-format print providers could find a way to make sure something they printed winds up on your desk, or in your home, or even just in someone’s memory for years to come? That’s where promotional products come in. Thanks to evolving direct-to-object technology, and the desire for brands to stand out more than ever before, the door to the promo world is as open as it’s ever been.
To paint a picture of where exactly wide-format fits in within the promo space, Wide-format Impressions sat down with Allee Bruce, content director of one of its sister publications, Promo Impressions.
Wide-format Impressions: How do you define wide-format printing within the promotional products space, and why is it becoming more relevant for promo distributors today?
Allee Bruce: Wide-format printing, through the promotional products lens, includes an array of applications, from soft to hard goods, but I think the best way to define it is as a tool to help companies or brands bring their event, campaign, or marketing strategy to life.
Whether it’s banners, flags, tents, vinyl graphics, decals, table covers, blankets, towels, or hard goods, the capabilities a wide-format printing partner can bring to a promo distributor’s offerings are extensive.
As brands and companies view their marketing and event strategies more holistically, traditional promo products and wide-format applications don’t stand on their own. They’re both part of the brand story.
WFI: From your perspective, where does wide-format add the most value in a branded campaign, as compared to traditional promotional products?
AB: Wide-format print is the perfect complement to traditional promo products. Take a pop-up event, for example: A brand is hosting an activation to promote their latest product in a city near you. They want it to be memorable and connect with the audience — really tapping into the experiential marketing moment. Naturally, they’re giving out sample products, branded promo products like water bottles, socks, or lip balm. And to really tell the brand story and elevate the experience, wide-format print is absolutely going to play a part in that. Whether it’s SEGs, A-frame signage, flags, or a wrapped cart that’s giving out freebies, those wide-format printed elements bring excitement, enhance brand image, and make the brand or product that much more impactful.
WFI: What types of clients or industries are most open to incorporating wide-format graphics into their promotional strategies?
AB: Any company or brand looking for a way to create high visibility is going to want wide-format graphics as part of their larger promotional or marketing strategies. Some industries where we see this play out include retail, travel and entertainment, education, events and trade shows, healthcare, construction, and real estate, just to name a few.
Read the rest of this feature on Wide-Format Impressions, a publication of PRINTING United Alliance, ASI’s strategic partner.
