August '22

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6 0 G R A P H I C S P R O A U G U S T 2 0 2 2 G R A P H I C S - P R O. C O M S I G N A G E & P R I N T I N G S uppliers and proprietors across the graphics, signage, and promotional products indus- tries say they continue to face heavyweight pres- sure from modern consumers with sky-high expectations. Even a staple product category like banners is beginning to show some wear and tear. Banners offer clientele an effective and eco- nomical way to promote their brand or amplify a specific message. e segment enjoyed a big boom in recent years, thanks to new material and vinyl developments advancing usage and customization opportunities. However, industry professionals agree increased commoditization driven by a consumer appetite for low-cost solu- tions and rapid production is having an impact. OVERSATURATION OF THE MARKET Nonna Kofman, owner of Signarama in Ormond Beach, Florida, points to the sheer quantity of printing sources oversaturating the market. She says banners constituted a much larger revenue stream seven years ago when her franchise initially opened for business. Today, however, anyone can produce a basic graphic with the help of elementary software and medi- ocre direct-to-print providers – the latter of which, she says, are popping up like whack-a- mole. As amateurs displace professionals, she sees a noticeable decline in cost, quality, and customer satisfaction. In addition, e-commerce, specifically the Amazon business model, is making it difficult COMPETING IN THE WORLD OF BANNERS DON'T FALL BEHIND IN THIS FAST-MOVING MARKET B Y S T E F A N I E G A L E A N O - Z A L U T K O Banners offer clientele an effective and economical way to promote their brand or amplify a specific message. (Image courtesy Orbus Exhibit & Display Group)

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