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Who Buys Wide Format? - Understanding End Use Markets & Demand Drivers of Wide Format Graphics Printing

Publication Date: March 2009
Service: Wide Format Printing

Introduction

In today’s wide format print market, print service providers face many challenges when it comes to developing an effective sales strategy and generating new business. Many small businesses are so focused on day-to-day operations that they have little time to dedicate to developing a sophisticated marketing approach. This lack of resources is compounded by the fact that print buyers span a broad range of vertical markets, each with different needs. While a tailored approach to selling into each of these markets is ideal, it is simply not a reality for many businesses.

Growing the wide format business requires next level marketing and business growth tools that more closely integrate print service providers and buyers. To gain the insight that is necessary to develop these tools, InfoTrends is conducting an in-depth study of the wide format print market. This study will help print service providers overcome the obstacles related to targeting various markets, achieving market differentiation, and coping with the price-based decision making that is characteristic of mature markets. In conducting this study, InfoTrends will leverage relevant knowledge obtained through its previously conducted studies on the print industry, which include Wide Format in China and The Future of Commercial Printing in the United States: Digital Technology Driving Change.

The results of this study will answer questions such as:

• What are the key business decisions that lead to wide format graphics print service demand?
• What is the outlook for wide format graphics print service budgets?
• Which industries will drive future growth for wide format digital graphics?
• Which industries & applications are threatened by digital signage?
• How receptive are print buyers to various sales methods?
• What additional tools and information can printing systems and supplies manufacturers provide to help PSPs grow their business?
• What are print buyers’ selection criteria?

Project Objectives

Through a combination of interviews and structured surveys, InfoTrends will:

• Assess the market for wide format digital graphics for various customer size segments and vertical markets
• Understand selling levels from merchandising manager to print buyer
• Determine the outlook for wide format digital graphics print service budgets
• Develop marketing tool kits for particular vertical segments
• Generate a definition of application eco-systems for key applications & markets according to:
  • Sizes & substrates
  • Selection criteria
  • Run lengths
  • Finishing requirements
  • Price points
  • “Green” sensitivity

Analysis and Project Deliverables

Extensive analysis of the desk research, interviews, and results of the structured surveys will be used to develop a comprehensive understanding of the opportunities and issues for service providers in the wide format print market. Clients will receive:

• An Executive summary with key findings
• A PowerPoint style document with bullets
• A PowerPoint presentation with charts
• Vertical market tool sets
• Data tabulations

Getting Started

For more information on the study or to sign up as a participant, contact Scott Phinney at +1 ext. 123 or via e-mail at . Early subscriber discounts are available until November 28, 2008.