Wide-Format 101 — The Essential Skills

Chuck Payne, Owner of Image 360 in Kansas City Midtown, KS

To kick off the Wide-Format 101 half-day event on Wednesday, October 17, Chuck Payne, Owner of Image 360 in Kansas City Midtown, KS, looked at the essential elements printers should consider if they want to jump into the wide-format space.

There is still a lot of opportunity for shops that can differentiate themselves from the competition. The one thing that should never be used to set your shop apart is price.

“Find out what makes you different — whether it’s service, responsiveness, quality, consistency or something else —and don’t just sell on ‘I can do it cheaper.’”

Choose Your Own Adventure

In terms of size, he stressed that the “sweet spot” was 60-64 inches, which will allow printers to produce 80-plus percent of what walks through the door. Going larger, to 72, 96, or even larger, he pointed out, is strictly going to be for banners or fabrics. That is the only materials sold in those sizes, and he pointed out that there are trade printers with that equipment to allow most wide-format printers to take those jobs and outsource them, while still servicing the vast majority of the work themselves.

Whether it’s latex, eco solvent or UV, he noted, make sure you choose a wide-format printer that can produce work that won’t fade or crack when placed outside.

He strongly recommended that printers invest in a wide-format cutter, as well as a wide-format laminator to get the most out of the equipment.

Finally, he said, don’t expect the work to just come to you — get out there and promote. Show your clients and prospects what wide-format could do for them, and how your shop can solve their problems. Show them the value you bring to the table, and watch your business grow.