GRAPHICS PRO

June '20

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2 6 G R A P H I C S P R O J U N E 2 0 2 0 G R A P H I C S - P R O. C O M GRAPHICS PRO (GP): HOW CAN SHOPS THAT HAVE NOT PREVIOUSLY OFFERED POP SIGNAGE AND EXHIBIT DISPLAYS DETERMINE IF THIS IS A GOOD SERVICE TO ADD TO THEIR OFFERINGS? MIKE MORRISON: The answer is … it depends. Is the shop willing to add personnel to the staff in order to create this style of product, or does it make sense to contract that part out and create a partnership with another business in the area to make the structure and have said shop provide the graphics? The latter creates less control of the pric- ing structure but eliminates the capital expendi- ture for more staff, space, equipment, etc. I think a shop has to evaluate all costs involved on the front end to see if it makes sense to implement these new product offerings with their existing offerings and see if it is a win-win for everyone involved. Personally, I'm a big believer in partner- ing on the frontend with a supplier I trust, learn the ropes, then when the time comes to sever that tie and move forward, make the move. GP: WHAT POP/EXHIBIT PROJECTS CAN BE INCORPORATED IN A SHOP THAT HASN'T PREVIOUSLY OFFERED THEM? MORRISON: Both styles of product can be some- what daunting if not previously done as there are many things to consider when building a POP stand or trade show booth. There are materi- als that make the structure, which can include aluminum extrusion, steel, tubing, or possibly pre-constructed hardware, which may be new to a business that has not delved into the world of displays. Usually a project manager and a building team are needed to accomplish the building of an ex- hibit project as multiple personnel makes it easier and faster to get a structure/booth built. It's rec- ommended for a company to practice the crawl, walk, run theory when moving into this world, meaning start with something small like an in- line 10-by-10 booth or individual POP stand to get used to the product line and see if it is some- thing that the company would like to pursue. On Display A Q&A ON ADDING POP SIGNAGE AND EXHIBIT DISPLAYS TO YOUR GRAPHICS BUSINESS There are many things to consider when build- ing a POP stand or trade show booth. There are materials that make the structure, including alu- minum extrusion, steel, tubing, or possibly pre- constructed hardware, which may be new to a business that has not delved into the world of displays. (Image courtesy WS Display) S I G N A G E & P R I N T I N G WITH THE FOCUS ON REBUILDING AND RE- COVERING after the COVID-19 pandemic, there are many markets that will offer viable revenues to regain profit. POP signage and exhibit displays are one avenue to take, though it takes some careful consider - ation. GRAPHICS PRO sat down with Mike Morrison, national sales director at WS Display, to pick his brain about this segment of the graphics industry.

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