…and explore the wider opportunities at Fespa Digital 2012
Have you seen Digital Man lately? Take a look at the marketing campaign for Fespa Digital 2012 (Barcelona, 21 – 24 February 2012). You’ll see him at the wheel of a bright orange convertible, at the start of an exciting road trip towards a bright horizon. His route is rich with opportunities to develop his business, but he also faces some stimulating choices about which directions to follow on his journey. With an open mind and a spirit of adventure, the tank is full, the roof is down and he’s ready to explore the wider opportunities for his business.
Time to change direction?
According to Fespa research, the majority of digital printers are ready to embark on this adventure. Tested by the challenges that the world has thrown at them during the last three years, but cautiously optimistic about the future, most printers know that the road well travelled is no guarantee of future success, and they’re ready to change direction to grow.
Today’s PSPs can go down many different paths, delving into software, printing and finishing systems, substrates and inks. This market’s technological development has reached a level of maturity that invites the printer to look at technology with fresh eyes, and from a more commercial and creative angle. In a global economic landscape that’s still far from an easy ride, each technology acquisition has to be considered in terms of how it will complement and optimise all other investments, and how it is compatible with today’s - and tomorrow’s - business model.
Rev your engine...
Exploring new opportunities does not necessarily mean investing in expensive high-level devices, some of which could potentially become a financial burden for SMEs. Technological innovations are essential, and R&D is still the beating heart of this industry, but the high end of the market is - by definition - out of reach for some, and this is by no means a limiting factor.
Often the key to improving competitiveness lies not in the most advanced output device but in the pursuit of more efficient processes. Creating a seamless workflow from prepress to finishing, deploying intuitive software tools, implementing Web-to-print infrastructures to simplify and automate the route from job receipt to production, or investing in finishing solutions that can create high added-value - these are some of the stategies that could accelerate Digital Man’s business.
The enterprising digital printer should dare to explore new niches, too. Today’s Digital Man shouldn’t limit his scope to wide-format alone, but should consider how he might expand his service offering by adding small-format capabilities. With the right approach, this could transform him from ‘wide-format printer’ to ‘full service provider’.
...pimp your ‘ride’
Enterprising PSPs of all sizes have already proved that they can achieve excellent levels of quality and creativity by combining hardware, software, inks and materials intelligently, without having to commit to huge capital investment. But, this is still an experimental minority and the range of applications that large-format printers can play with offer massive untapped potential.
Heading off the beaten track, Digital Man might, for example, look at the potential of variable data, which could allow him to offer clients outdoor or POP campaigns tailored to specific target audiences or locations. Digital print is perfectly suited to efficient one-to-one (or one-to-few) communication, and this could be a profitable business opportunity.
In addition to the most popular vehicle decoration, signage and poster applications, visual solutions for POS are more diverse than ever, as retailers demand more creative solutions to attract the buyer’s attention and motivate a purchase. The result is a blaze of POS and promotional materials and displays, including sophisticated solutions like ‘pop-up shops’ and exhibitions in both indoor and outdoor settings.
...switch on to cross media
Familiar forms of visual communication are being presented in new and innovative ways too. Billboards, street furniture (bus stops, benches, etc.) and building wraps now often feature 3D effects, lenticular printing and integration with digital signage. True, at first, wide-format printers were wary of these innovations. Now though, switched-on PSPs realise that working with these new tools can emphasise both the printed and the electronic medium, creating more effective marketing solutions, and more revenue opportunities for the enlightened.
Digitisation of communications and the mobile generation put interactivity and images at the heart of the marketing mix, through videos, social media, and QR codes. This gives PSPs the perfect opportunity to demonstrate their experience of multi-media communication, and explain how the rich creative scope of wide-format print combines brilliantly with ‘new’ media to drive better results for brands.
...and don’t miss the ‘industrial’ turning!
In addition to the evolution of visual communication, we shouldn’t underestimate the trend to industrial applications that is transforming the scope of the wide-format community. The potential to print direct onto wood, glass, aluminium or ceramic isn’t just a sales pitch from the manufacturers of flatbed inkjet devices. The increasing performance of these systems means these applications have become a genuine business opportunity, opening the (digitally printed) door to the world of interior decor. PSPs can now direct their attentions to interior designers and architects, as well as exhibition stand and retail designers.
The same goes for the boom in digital textile printing. On the one hand, this has created a new and profitable visual communication segment - ‘soft signage’. On the other, it is gaining traction in previously inaccessible markets such as fashion and furnishings. Inkjet technology is now a viable - even valuable - process in fashion and design, and the capability of digital to deliver small quantities of customised finished products at competitive costs is giving new impetus to prototyping, leading to the creation of small production lots in the fashion, packaging and label sectors.
Make your journey a great experience
Digital Man is on an exciting journey with a complex choice of avenues and stops along the way, and Fespa Digital 2012, now incorporating the garment decoration ‘show-within-a show’ Fespa Fabric, will give him the inspiration and information to map out his trip.
With over 350 exhibitors in a single hall at the Fira de Barcelona (Gran Via), a series of six Explore Routes will help visitors prioritise the products they want to see.
Those looking to build their understanding of the wider opportunities and hear from the experts will want to check out the comprehensive, free Explore Conference programme, with seven fascinating topics being covered over the four days of the event.
Other inspirational features including Big Buck$ Cafe, a showcase of exciting wide-format applications, and the hands-on Print Shop Live!, which brings together a real end-to-end workflow for visitors to touch and try using their own job files.
And, a walk through Fespa’s Digital Hall of Fame will remind visitors of our sector’s real-life ‘explorers’, wide-format printers who have pushed the boundaries in their business. Maybe they’ll motivate you to do the same?
Whichever aspects of Fespa Digital 2012 you choose to focus on, Digital Man (that’s you, don’t forget) is guaranteed to leave Barcelona with unique insights into the technological solutions, applications and markets which will accelerate his progress.
Register now at www.fespadigital.com