The PRINTING United Expo has come and gone, and now all that remains is a batch of photos, memories, and of course some sore feet that are still recovering from walking all over the giant show floor.
Despite “printing” featuring so prominently in the name, there was quite a bit of the promotional products market represented in Las Vegas.
For starters, multiple sessions hosted by members of the ASI staff educated attendees on the opportunities within the promotional products world.
Additionally, among the humming printers and other equipment, distributors walking the show floor would recognize some familiar names and faces exhibiting, such as Counselor Top 40 suppliers alphabroder (asi/34063) and Vantage Apparel (asi/93390), as well as Los Angeles Apparel (asi/67971), Stouse LLC (asi/89910) and more, bringing that idea of convergence within the promotional products and print industries together through decorated apparel and hard goods.
While trying to place ourselves in the mindset of a distributor – either one specializing in promo who wants to learn more about print, or a print-first distributor interested in promo – we took in the sights of the show floor to extrapolate some of the biggest trends and storylines.
Heat Transfers & Headwear
The STAHLS’ (asi/88984) booth heavily featured heat-press as a decoration concept. They displayed smaller machines to show how printers could apply decoration onto items like caps without taking up too much space in a facility, and also showed how heat-transfer patches can go on just about any product like bags, jackets and apparel.
Emily Bihary, trade show coordinator for STAHLS’, was on hand to talk about how heat-transfer equipment can appeal to printers looking to grow into the apparel space.
“[Heat transfer] scales upward, so if we talk to a bigger customer, we suggest they have two machines,” she said. “The patches tend to take 30 seconds, so you can really get a lot of efficiency running two next to each other and loading up while one is pressing. Make sure you have a product that can be applied with bottom heat, and it opens up the door to patches, emblems, those types of three-dimensional products that you can really elevate your looks with.”
Bihary added that headwear is one of the most in-demand items with distributors and end-buyers right now, too.
“Headwear is exploding,” she said. “It’s a huge driver, especially if you can get a chenille patch on a headwear piece and really make it stand out. That’s a huge trend we see coming in.”
Going the more traditional route of headwear decoration, plenty of printers were on the show floor demonstrating embroidery for an even more classic multi-dimensional headwear look without the need for new heat-transfer equipment.
Multi-Dimensional Displays
Speaking of three-dimensional decorations, the exhibitor booths themselves provided insight into how to create eye-catching displays through signage and other promotional products.
One of the biggest trends was using not just a backdrop or wall but floor space to make an immersive space for visitors. Floor graphics and back-lit signage caught the eyes of passersby and transported them away from the bustling show floor, if even for a few seconds.
Throw in mixed media ideas like neon lights, and you have a top-to-bottom display that transcends the idea of a normal trade show booth with nothing but a tablecloth.
Cardboard Can Go a Long Way
Right now, environmental friendliness is the name of the game. End-users, especially younger ones, demand eco-friendliness in their promotional products. They expect the same when they’re wandering a show floor. Seeing a company use green options for their displays speaks to the values of the supplier or distributor, and therefore leaves a positive impression.
It’s no surprise that printing show attendees knew their way around paper and cardboard, and used them for interesting display pieces.
UltraBoard used cardboard signage to literally pop out from the wall and show what they were capable of with different colors, finishes and textures.
And Neofoam exhibited the strength of its honeycomb board by making a whole seating area out of the printed products, complete with chairs and tables that actually stood up to people sitting down.
Driving Billboards
Say what you want about the Cybertruck, but the harsh angles created plenty of flat surfaces for vehicle wrap demonstrations on the show floor.
But for those who aren’t afraid of curves, printers demonstrated how vehicles like minivans and sports cars could become branded products in relatively short periods of time.
The ethos of the Expo is, “if you can put ink on it, it’s here.” For promotional products distributors, the vast array of product types and decoration styles can give them inspiration to decorate and sell products they might have never considered before. It doesn’t necessarily mean they have to throw a Cybertruck into their next branded kit, though.
