Wide-Format Summit: 'Who Buys Wide Format: How, From Whom, and Why?' and 'Confessions of a Print Buyer'

Day two of the 2023 Wide-Format Summit was organized like a funnel -- starting out broad and conceptual, and becoming more specific as the day transpired. Along this process, event attendees could see themselves getting closer to the solutions they sought; gaining clarity regarding their paths forward.

What Is and What's to Come

Three strong general sessions gave Summit attendees a deep view into current industry trends.

Who Buys Wide-Format?

Napco Research Principal Analyst Lisa Cross Presenting on who buys wide-format and why during day two of the Wide-Format Summit.

Following a networking breakfast that filled the room with excited energy for the day ahead, Lisa Cross, the principal analyst for NAPCO Research, kicked off the second day of the summit with her general session, “Who Buys Wide-Format: How, from Whom, and Why?”

Throughout her presentation, Cross presented key study findings, including application demand trends, buyers’ criteria for selecting providers, providers’ investment plans, and general market trends. The data presented came from NAPCO Research, which surveyed buyers and providers of sign and display graphics printed on wide-format devices.

Who Is The Buyer?

So who are the print buyers? Cross said there are a lot of overarching characteristics when it comes to wide-format print buyers.

“What we’re seeing is that buyers have many job responsibilities beyond buying, and there are many options beyond print. There's an intense pressure to demonstrate return on investment in anything they invest in, and they represent multiple generations of experienced sellers,” Cross said.

And if you want to make sure you’re reaching out to the right people, according to the research, 47% of the survey respondents were CEOs, presidents, owners, and directors.

Why Do They Buy? 

Cross explained this with the four Rs of Wide-format.

1. Reach: Wide-format graphics reach audiences and resonate with them.
2. Reliability: Graphics don’t need to be turned on, tuned into, or clicked through. They’re reliably hard to ignore. 
3. Recall: OOH advertising generates upwards of 67% ad recall, which is higher than most other channels. In essence, wide-format creates a long-term awareness. 
4. Radiate: wide-format enhances decor, and it improves an environment– essentially radiating an energy that cannot be provided otherwise.

But above all, the findings show that the main reason for buying wide-format is to attract customers’ attention to products and displays, with an overwhelming 71% of respondents citing that as their main reason.

Who and Where Are They Buying From?

Cross explained that key findings from the report show that survey respondents’ top sources for purchasing sign and display graphics are sign shops, general commercial printers, online providers, and retail stores specializing in signage.

So how are buyers finding these wide-format providers? Cross said that the top response was that the respondents had a long-standing relationship with their providers, but for those who don’t already have those relationships, Cross had a bit of advice.

“You need to use print to sell print and show people what you’re capable of. You need to be networking and out in your community, meeting with people because people do business with people. And you also need to get referrals,” Cross said. According to the survey, one of the top ways a buyer would buy from a new business would be through referrals from a colleague, friend, or customer.

Confessions of a Print Buyer

In an illuminating discussion, Denise Gustavson, editorial director of NAPCO Media and co-chair, Wide-format Summit, spoke with Jennifer Ventola, director, production services at OUTFRONT Media. She describes OUTFRONT as a large-format out-of-home buying vendor, with a primary focus on billboards, wallspaces, and applications for transit authorities. The company serves 38 markets nationally.

Denise Gustavson (left) and Jennifer Ventola discuss Ventola's experiences as a print buyer for OUTFRONT Media.

Ventola said the media industry is fast-moving and requires quick turns. Because of that, she says OUTFRONT has to carefully vet its printing vendors and puts great value on customer service. Service and response time are paramount, as is “workability:” how easily it is to get things done. “Our guys need to know that someone is going to respond,” she said.

Because deadlines are tight in the media segment, Ventola says it is essential for vendors to be able to manage timelines, which benefits those vendors who are more efficient and can deliver more quickly.

As an agency specifying print for high-profile brands including Warner Brothers, Loreal, Louis Vuitton, and Apple, print quality is important even as the budgets and margins in billboard and transit markets are slim. That said, Ventola wants the vendor’s printing to look good. “Our name is on it,” she says. Ultimately, OUTFRONT is looking for printers they trust: strategic partners instead of simple vendors. “If I didn’t trust them,” she says, “they wouldn’t be on the list.”

Integrating Interior Design with the Wide-format World

The day's final general session, "Diving into Decor," was led by Kristen Dettoni, owner of Design Pool.

Kristen Dettoni, owner of Design Pool discussing the benefits of PSPs getting into the interior design space.

During her talk, Dettoni dove into the commercial interiors and residential markets. Over the course of her session, she talked about all the printable products along with textiles, discussed imagery, how to find it, and how it works, and she also shared some success stories where print-on-demand solved a designer’s problems.

Dettoni acknowledged that members of the audience have many different printers already and are already looking for different types of materials to print on.

However, she urged, "I'm not necessarily suggesting going out and getting something different. But this presentation is just to give you an idea of maybe what you already have within your inventory or within your practices that you can then sell into commercial interiors."

From textiles to vinyl flooring to sound absorption materials, the opportunities in substrates for wide-format printers are ever-growing and evolving.

Learn to communicate with interior designers

When it comes to attracting and working with interior designers, Dettoni said its crucial to provide as much information upfront as possible.

"They know the language. They know what to ask, but sometimes they don't fully understand what they're asking. So it could also be like education on your part," Dettoni said.

But at the end of the day, Dettoni reminded the audience that interior designers are just like everybody else, and above all else, all they truly want– just like the rest of us– is good customer service. So it's truly all about cultivating trusting relationships with these potential clients.

Given the amount of materials interior designers work with, Dettoni said that there are many opportunities and options out there for them, so if you want to stand out, make yourself known on social. She mentioned that interior designers are on Instagram and LinkedIn.

"It's important to have some type of presence, and where you're doing it, don't sell. Nobody wants to be sold to. If you can, if you have a customer, you know, highlight your customers, hashtag at them, and kind of help them grow their business as well," Dettoni said.

Customization is key

Dettoni emphasized the fact that in world where everyone is fighting to stand out, Wide-format print printers can help interior designers fight the good fight-- and do a really good job doing it.

"It's all about customization. Essentially, everybody is their own brand. I mean now with social media, everyone's trying to make a name for themselves and are trying to like the next HGTV person. So it's the fact that you guys can do that. That's your edge," Dettoni said.

The Deep Value of the Summit Experience

During the day, Summit attendees, divided based on their key areas of interest, attended six case studies presented to show how technology solutions have helped wide-format producers expand, grow, achieve. These brief, solutions-focused sessions took attendees closer to their decision point, and provided the opportunity to understand strategies, challenge assumptions, and get questions answered.

Later, attendees benefitted from the Summit's 1:1 meeting zone, where they were able to discuss the specific needs of their businesses with OEMs and service provider who can provide the solutions they seek. Organized in a "speed dating" format, the 20-minute sessions help set the course for robust growth and the new directions specific wide-format businesses seek.

Attendees enjoyed the evening full of fun and games.

Rolling Dice and Playing Nice

The fun didn't stop after an eventful day of case studies and general sessions. In the evening, EFI sponsored dinner and casino night. The night was filled with blackjack played with "EFI dollars," raffles and raffle prizes, and laughter and comradery as print professionals played roulette and craps.

About the Wide-format Summit

The Wide-format Summit is a hosted buyer-guide event that gives eligible attendees invaluable access to the industry leaders and experts covering the trending topics in the Wide-format industry. Fill out the attendee form here to get a jump start so you don't miss next year's event.

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