Wide-format producers have been creating graphics, signage, and displays for events, marketing campaigns and businesses for ages. And now, more than ever, those same projects are opening the door to promotional products.
From branded tents, table covers, and point-of-purchase displays to banners, stickers, and apparel, the product categories begin to blend when their use case warrants brand recognition. For shops already producing this kind of wide-format work, taking an additional leap into promo doesn’t have to be scary — they already have one foot in the door.
Where Promo Fits into Wide-Format Work
Promo has shifted from add-on to strategic extension. As brands lean on events, activations, and experiential marketing to create brand awareness, promotional products show up alongside their needed wide-format work. The two go hand in hand as part of a broader campaign or promotion.
“Clients typically come to us with a larger goal, and promo products are one piece of the overall solution, rather than the starting point,” Linda Fox, CEO and owner of SpeedPro Nashville South, says.
The shop is in what she calls the “foundation-building phase,” understanding where demand is, working with the right supplier partners, and identifying products that complement what SpeedPro already does well. Right now, that includes everything from event giveaways and branded apparel to promo products and small-format branded items, paired with larger installs, events, and displays.
Read the rest of this article on Wide-Format Impressions, a publication of PRINTING United Alliance, ASI’s strategic partner.
