August '22

Issue link:

Contents of this Issue


Page 69 of 104

G R A P H I C S - P R O. C O M 2 0 2 2 A U G U S T G R A P H I C S P R O 6 3 these processes equals a reduction in mis- communication, redundancies and, ulti- mately, human error. Quality materials and technological advancement aside, Jaroszewski cred- its factory ownership as a large-scale differentiator. "ere is no bait and switch. We're not partnered with anyone, so the factory – and its production – is ours," he says, cit- ing the level of autonomy it creates. "ere is no middle broker. We quality control everything to our high standards. Not to mention, we have an owner who is there every single day, watching and making sure everything comes off the line per- fectly. It makes a difference." LOOKING AHEAD Technological advancements and fine- tuned production methods ensure manu- facturers can hone efficiencies, while pro- viding customers with variety. "As we come out on the other side of this pandemic, we see a lot of companies rebranding and trying to make a splash," Jaroszewski says. "Whereas this same person may have purchased a tent or flag before COVID, now they want it all post COVID. So, we created kit pricing to bun- dle the tent and add on banner, flag, back- wall, etc. based on their needs." As such, he plans to expand the com- pany's banner and flag category in the next year, offering more shapes, sizes, and finishes. Easily accessible with a quick turn- around, Kofman says temporary banners traditionally offer customers an immedi- ate form of communication at an afford- able price. During COVID, Kofman says small, standard-sized banners in 13-oz. vinyl were a primary request, especially for direct-to-print competitors. Post COVID, however, Kofman sees temporary banner sales declining alongside an uptick in other areas: retractable and oversized banners. While retractable banner sales all but disappeared during COVID, the Ormond Beach shop owner says the product is making a resurgence. She also points to oversized banners as a comeback story and area of increased opportunity, noting she recently com- pleted three 10' × 30' oversized ban- ners that were repurposed as a billboard advertisement. "People expect more mileage and value out of anything they purchase," Kofman says, emphasizing consumers want to pick one product to transition from a tempo- rary advertisement to a quasi-permanent sign. For example, a restaurant preparing to open its doors to patrons may opt for a company-branded banner with the abil- ity to hang and swap out various messages from complementary grommet attach- ments or decals. "Opening Soon" easily becomes "Now Open." Looking ahead, Robertson expects to see greater consumer demand for eco- friendly materials and more advancements in technology and online marketing. "The world has made some major advancements in how we get a message in front of people digitally, which has impacted marketing and the use of (phys- ical) signage," he says. "However, there are still a lot of ways we need to commu- nicate once someone is onsite to make a purchase or engage in an experience, such as building identification, entrances, reaf- firming messaging, product locations, etc. As a human race, we are still conditioned to look for a sign to tell us where to go or confirm that we are in the right place. For that reason, I don't see banner material going away any time soon." GP Stefanie Galeano-Zalutko is the president/CEO of Za- lutko Business Services of Central Florida. She can be reached at " As consumers become increasingly frustrated with the inferior quality and poor customer service of print-on-demand providers, I expect these customers will turn to experienced shops." — NONNA KOFMAN, SIGNARAMA

Articles in this issue

Links on this page

view archives of GRAPHICS PRO - August '22