Road to success
For some time now, the boundaries of certain markets have been tricky to distinguish due to the type of work on offer. For example, when does wide-format print become large-format, and should we class vehicle wrapping and vehicle graphics as two different segments?
While identifying set markets has become more difficult, this has not necessarily been a negative, with the crossover between segments allowing sign-makers and wide-format print businesses to take on a wider range of work and reach new customers.
Here, SignLink picks out some of the most important crossover markets for businesses in the signage sector and analyses how they can take advantage of the work that crosses into more than one of these areas.
Changing habits
First, industry trade organisation ISA-UK has its finger on the pulse of the market, helping its members take advantage of the latest trends. Chief executive Craig Brown believes the sign industry has always reacted quickly to a changing marketplace and provided solutions to the needs created by such changes.
ISA-UK has noted a renewed appetite for sustainability in the industry
“Covid-19 was a prime example, pivoting from point-of-sale to floor graphics and screens to protect frontline staff, and as shops reopened the staff behind the tills,” Brown explains, adding: “People’s shopping habits have changed and the shop window for services being offered has focused pretty much on digital content.
“We as an industry need to recognise that and make the purchasing path as simple and smooth as possible, which is not always easy with bespoke products. Company websites can no longer just be a static brochure but need to engage the buyer.”
We as an industry need to make the purchasing path as simple and smooth as possible, which is not always easy with bespoke products”
Brown goes on to say that ISA-UK has noted a renewed appetite for sustainability in recent months, commenting that companies and individuals are asking the questions and want proof of the supply chain, including end-of-life disposal and reclamation. He adds that if you cannot or choose not to show proof, it is likely that the buyer will go elsewhere.
“We will see more people needing to be educated by the supply chain with data that is evidence based,” Brown says.
“ISA-UK can be a conduit between the supplier, manufacturer, and the end-user, offering unbiased guidance on materials currently available to use. The association’s main driver is to see a healthy sector for all its members to trade in; being able to connect people, companies, and suppliers should be a natural succession to that process.”
Beyond parameters
Next, CMYUK supplies a wide range of machinery and materials for companies to use across a number of markets. Robin East, group commercial director at CMYUK, says advances in digital print technology across equipment, inks and materials have created an industry that is now equipped to move beyond its traditional sign and display parameters.
Robin East, group commercial director at CMYUK
“Commercial opportunities that have arisen from these improvements, now represent a merger between digital printing and other industry sectors such as textile architecture, interiors, décor, fashion, and apparel,” East says.
“As we all know, digital lends itself to bespoke solutions. Add the internet and you have a heady combination of on-demand customisation with ecommerce platforms, making it possible to directly access a nationwide customer base.”
An early example of merging markets, East says, has been soft signage, which he explains has basically swapped out paper substrates and rigid boards for lightweight, flexible, reusable, easy-to-transport, and less easily damaged graphics that sit nicely within tension frame systems (TFS).
East goes on to say sign-makers not offering soft signage are at serious disadvantage as this type of application, particularly for events, retail, and exhibitions, has become the expected norm.
“Owners of wide-format digital production equipment – including sign-makers – can leverage their core equipment and skills to expand into new applications that offer increased revenue streams,” East says.
“By expanding into new application areas, you can service existing clients more deeply and attract new customers. What is also very important here, is that they are spreading risk and building greater resilience into their businesses. One thing that the pandemic has taught us, is that businesses need to ensure that they don’t overly rely on a core specialism.
“CMYUK offers a wide range of digital production equipment and materials to help clients grow their businesses to ultimately become more profitable. Our printer portfolio includes UV, UVgel, Resin, and dye-sublimation print technology that covers every conceivable application for new and existing markets.
“Materials account for nearly half of our business, and we have the widest range of digital print-ready textiles that are suitable for a vast variety of applications. What’s more, many of these are recyclable and adhere to stringent environmental standards.”
Alter your approach
Elsewhere, Drytac is also well placed to offer advice and guidance on taking advantage of market crossover opportunities. Amanda Brown, global marketing manager at Drytac, explains that diversification is key in the modern industry and allows for growth.
Drytac says there are plenty of opportunities available in interior décor
“Traditionally, the main focus for sign-makers has been to promote their services and products to customers to win new and repeat business,” Brown says, adding: “However, in what is now an incredibly busy market where many companies are offering similar services, it may be time to alter this approach to help your business stand out from the crowd.
“Rather than pitching the type or brand of media, you should instead help your customers see what can be created using your products. Doing this allows the customer to see the opportunities they can access and provides them with food for thought when it comes to developing innovative graphics.”
As for the markets sign-makers and wide-format printers should be looking to target, Brown says one major area of interest is interior décor, which is becoming increasingly popular for companies in the signage industry.
“It’s no surprise that over the past decade wall graphics have become more and more relevant,” Brown says, adding: “The explosion of higher quality and more affordable large-format printers has enabled graphics companies to offer their customers more than just their standard signs, vehicle graphics, and posters.
“Offices, schools, gyms, and hospitals, to name but a few, are all benefiting from using formerly blank wall space to convey a mission statement or promotional message – or simply to brighten things up.”
Drytac has a range of products to meet the strict guidelines for wall graphics work. These include Drytac Polar Grip, an 80-micron polymeric PVC film coated with a high coat weight/high strength adhesive. Polar Grip is available in both matte and gloss white finishes and is suitable for application to brickwork for exterior use.
O Factoid: Drytac Polar Grip is an 80-micron polymeric PVC film coated with a high coat weight/high strength adhesive O
Also available from Drytac is the range of Drytac ReTac products, which Brown says adds a new dimension to wall graphics. Not only are there various finishes and thicknesses but the ReTac adhesive allows for wall graphics to be changed around if the image starts to look dated or is no longer suitable. There is also a glossy wipeable version, so dry-wipe boards can be moved around a building without leaving adhesive residue or damaging the surface.
New lease of life
Meanwhile, another diversified supplier to the market is William Smith. Marketing executive Kyle Giles says stagnating or operating in completely saturated markets can really weigh businesses down, and ultimately have an adverse impact on the business in the long-term.
“Merging with other markets can give you, your employees, and your business a new lease of life. Expanding your offering of what you do can open a lot more doors in terms of opportunities for you, but for your client network too, as your additional offering can help them achieve their goals and objectives.
William Smith has noted merging between the interior architectural wrapping sector and the sign and graphics trade
“Diversifying can also really give you that competitive advantage over others in your industry and being an early adopter can allow you to become ‘thought leaders’, which again points to a chance to really grow your business.”
Looking at specific merging markets, Giles picks out the interior architectural wrapping sector with the sign and graphics trade, saying this is blossoming and allowing customers to diversify and prosper.
“Architectural wrapping is fast becoming the new phenomenon in the interior design world, with the growth of the concept of wrapping interiors rising over the last four years,” Giles says, adding: “Change is inevitable in any industry, and we have seen this in the sign trade.
“Over the last 30 to 40 years, we have seen a shift from traditional signwriting on vehicles to cut vinyl letters and logos, with car spraying now emerging into full vehicle wraps, and this is the next step in this journey.
“These products are in synergy with what our customers are already doing and can act as very much an ‘add on’ to the existing services they provide to their clients, helping not only themselves win more business but helping their clients get to the end result they desire.”
To address this trend, William Smith has established its Architextural division. From training people up on how to apply and sell these products, to marketing, technical and sales support, and generating customers with leads for architectural wrapping projects, the Architextural team can support those in this market.
Meeting demand
Soyang Europe rounds up the discussion, highlighting how digital printers can have various media and offer graphics to customers for both outdoor and indoor applications, opening up all sorts of markets.
“Outside signage, which has traditionally been PVC materials for the likes of flex face signage, banners, mesh building wraps and lamppost banners, can now be complemented by graphics for windows, reception areas, meeting rooms, and offices as further promotion or just to enhance the feel of the indoor space,” group managing director Mark Mashiter says.
“The most important merging markets are for sustainable materials and Soyang Europe is now offering a large portfolio of non-PVC alternatives and biodegradable media as this is what printers are going to be asked for as the world demands alternatives.”
Soyang Europe’s products here include Solar Frontlit, a PVC-free selection of materials that is super lightweight and can be printed with a range of technologies such as solvent, eco-solvent, UV, latex, screen, dye transfer, and dye direct. It is suitable for indoor and outdoor use, while it can be printed on any side to meet the customer’s preference.
Also available from Soyang Europe is Endutex’s BIOTEX Collection of eco-friendly materials. Showcased at FESPA 2022 earlier this year, the new product collection includes bio-based and bio-attributed materials, produced using 100% recycled PES yarn fabric, while the coatings are obtained from non-petrochemical and non-fossil resources.
“With customers demanding an increasingly sustainable service from their print partners, these new materials will allow print-service-providers to respond by delivering high-quality, eco-conscious work for multiple applications,” Mashiter says.
The message here is a clear one: diversification is the way forward for modern signage businesses, and the emergence of merging markets is making this process easier for those companies seeking to access new sources of revenue.
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