POS and Poster Printing
The relevance of POS and poster printing
In an increasingly digital world, physical point of sale (POS) displays and posters remain as relevant as ever. Aside from driving sales, POS and poster campaigns create valuable brand awareness and can even help build customer loyalty.
POS and poster printing is therefore a crucial element of the marketing strategy for diverse organisations across a wide range of sectors, and can prove highly effective when married with your online strategy. Eye-catching, high-quality POS and poster material that creates an immediate and lasting impression on customers can generate impressive, measurable results and offers a worthwhile return on investment (ROI) for marketers.
Opportunities for POS and poster printers
If you print POS or poster materials, there are several manufacturing options available to you. As technology advances, and customer needs and expectations evolve, this also opens up new possibilities for your business.
Some key areas to consider in this include:
- What types of POS and poster materials are you producing? What methods are you using to do so?
- How is market demand in this area changing? Have any patterns or trends emerged that are affecting your business? Are there printing projects you are having to turn down?
- What post-printing finishing solutions does your business offer its clients? Are there opportunities to expand your offering in this area in order to increase your revenue and improve client convenience?
Challenges for POS and poster printers
Despite the popularity of POS and poster printing, there are a number of hurdles that have to be overcome when producing these materials.
1) Time pressure
When it comes to turnaround, today’s customers have high expectations, demanding shorter lead times and a quicker time to market. Traditional, analogue printing methods, such as offset printing, struggle to meet these requirements. Digital printing, by contrast, requires less press-plate set-up time, for faster overall print times and increased customer satisfaction.
2) High costs
The time and costs involved in analogue printing make it difficult to satisfy market demand for high-quality, short print runs at competitive prices. However, digital printing makes offering on-demand, short-run printing a cost-effective proposition. The ability to place smaller print orders is particularly attractive to customers operating with a lean production model or ‘zero inventory’ approach.
3) Lack of flexibility
Customisation and personalisation have become increasingly important in the world of marketing. Unlike analogue printing, digital printing makes it possible to incorporate this in the printing process through variable data printing (VDP) which allows the insertion of variable print (such as images or specific text) into a print run. These variations can either apply to individual pieces or to specific batches in the print run, and might include localised information, such as an area map or address, or a campaign-specific QR code, for example.
4) A limited offering
Today, increasing numbers of customers are looking for convenience and ‘one-stop shops’ that can meet a variety of their needs. One of the most obvious ways in which a printing business can diversify and grow is to access new revenue streams by offering post-printing finishing services to its customer base. These could include laminating, varnishing, CAD cutting and packing, for example. Printers should also ensure they are able to work with a full range of base materials, from paper to display board, vinyl, plastics, aluminium and more…
Benefits of digital printing
The digital printing industry is evolving at pace and print quality is continuously improving as technology advances, so much so that it now rivals that of analogue printers. Digital printing also offers the ability to simplify many of the processes involved in traditional printing. For example, switching from analogue to digital will ultimately mean that there will be a need for fewer machine operators, particularly with ongoing developments in smart technology.
Some of the main benefits of digital versus analogue are:
- Reduced set-up times: productivity and turnaround times are improved, short runs and one-off printing become more cost-effective
- More efficient workflows: printing using collated sets, for example, saves time on post-print handling and logistics, which in turn leads to reduced delivery times
- Improved flexibility: digital printing allows maximum scope when it comes to personalisation and customization – areas which are continuously gaining traction in the marketing sector. Customised printed output can also lead to greater engagement amongst the target audience, thereby achieving a higher return on investment (ROI) for marketers.
- Innovation: with ongoing technological advancements, the scope for post-print finishing to be carried out digitally rather than through analogue methods is also increasing. Reducing the need for manual intervention for post-print finishing will also ultimately lower costs and turnaround times which will appeal to customers seeking comprehensive, efficient printing solutions. Having these processes carried out digitally also reduces the risk of manual error.
Printer Case Study
Impressa is a Belgian print services provider than prides itself on its versatility. The business was looking for a digital solution to help it respond to the growing market demand for short-run orders, in the POS market in particular. As a more traditional litho printer, Impressa faced a number of challenges:
- Speed limitations presented by the offset process
- Labour-intensive workflows that required prints to be manually collated
- The need to reduce the cost of short-run printing in order to satisfy customer demand
- Limited scope for customised/personalised printing presented by the offset process
To address these challenges, the business decided to purchase a ColorWave 700 large-format digital printer. As a result of this purchase, Impressa saw a range of tangible benefits including:
- Delivery times cut by 2-3 days
- Productivity increased by 15-20%
- Efficient workflows, with the ability to print in collated sets
- An improved customer offering, including the ability to fully customise POS and poster materials
Impressa was extremely happy with the outcome and commented: “Impressa can now accept every job because we know we can handle it and deliver it at a good quality and in the right amount of time”.
If you’re interested in learning more about how digital printing can support your POS/poster printing needs please get in touch.