This story is an excerpt from an article which appeared in Sign Builder Illustrated magazine in 2006.
Although
digitally-printed textiles currently represent a very small segment of the
signage market, manufacturers see the potential of this fast growing market and
have invested in developing top coated fabrics for solvent, ecosolvent and UV
inkjet printers. While many of these textile substrates are more expensive than
vinyl banners, printed fabric banners project an upscale appearance that
warrants its higher price.
digitally-printed textiles currently represent a very small segment of the
signage market, manufacturers see the potential of this fast growing market and
have invested in developing top coated fabrics for solvent, ecosolvent and UV
inkjet printers. While many of these textile substrates are more expensive than
vinyl banners, printed fabric banners project an upscale appearance that
warrants its higher price.
By
adding printed fabric banners to your portfolio of products and services, you
make the most of your printer investment, because your equipment can be
printing on these additional substrates rather than sitting idle.
adding printed fabric banners to your portfolio of products and services, you
make the most of your printer investment, because your equipment can be
printing on these additional substrates rather than sitting idle.
Use
of fabric media at this time is not widespread. Because very few sign shops are
fabricating fabric banners, printing on these textiles provides you with a way
to differentiate yourself from other sign shops. By being more flexible in your product
offerings, you can provide your customers some unique and creative solutions
for their graphics requirements.
Because the media is new and unique, profit margins are typically higher
for fabric banners than for vinyl banners.
of fabric media at this time is not widespread. Because very few sign shops are
fabricating fabric banners, printing on these textiles provides you with a way
to differentiate yourself from other sign shops. By being more flexible in your product
offerings, you can provide your customers some unique and creative solutions
for their graphics requirements.
Because the media is new and unique, profit margins are typically higher
for fabric banners than for vinyl banners.
I
am a believer in the maxim that the more you tell, the more you sell. But, when
selling fabric banners, printed samples and pictures of completed projects are
worth a thousand of a salesman’s words. What works for sign shops is to display
the printed textiles so they can show and tell their existing customers what is
possible. Two of easiest ways for sign makers to grow
their business is to increase the unit of sale either by selling additional
products and services at the time of a sale and by increasing the frequently of
sales to your customer base by offering new products, such as textile banners.
am a believer in the maxim that the more you tell, the more you sell. But, when
selling fabric banners, printed samples and pictures of completed projects are
worth a thousand of a salesman’s words. What works for sign shops is to display
the printed textiles so they can show and tell their existing customers what is
possible. Two of easiest ways for sign makers to grow
their business is to increase the unit of sale either by selling additional
products and services at the time of a sale and by increasing the frequently of
sales to your customer base by offering new products, such as textile banners.
Selling
more to your current customer base is much easier than finding new customers. Of
course, there’s nothing wrong with expanding your base of customers. Selling printed fabric banners can open the
doors to opportunities in other markets, such as advertising agencies, museums,
airports, architects and designers.
more to your current customer base is much easier than finding new customers. Of
course, there’s nothing wrong with expanding your base of customers. Selling printed fabric banners can open the
doors to opportunities in other markets, such as advertising agencies, museums,
airports, architects and designers.
Lightweight
vinyl banners and fabric are excellent choices for general purpose interior
applications, such as Point-Of-Purchase banners and tradeshow signs. The smooth
finishes of vinyl banner materials and top-coated fabrics are perfectly suited
for printing high-resolution photographic images.
vinyl banners and fabric are excellent choices for general purpose interior
applications, such as Point-Of-Purchase banners and tradeshow signs. The smooth
finishes of vinyl banner materials and top-coated fabrics are perfectly suited
for printing high-resolution photographic images.
Banners
can be used for cost effective product promotions, complementing advertising
messages and marketing themes. By
reinforcing an advertising message, POP signage entices the consumer to make a
buying decision on the spot. According
to POPAI, the international trade association for the Point-Of-Purchase
industry, 70% of purchases are impulse buys.
can be used for cost effective product promotions, complementing advertising
messages and marketing themes. By
reinforcing an advertising message, POP signage entices the consumer to make a
buying decision on the spot. According
to POPAI, the international trade association for the Point-Of-Purchase
industry, 70% of purchases are impulse buys.
After
you complete a banner, take a photo of it for your portfolio. With a picture of
a past job you can show a prospect what is possible. By doing that, you can “sell up”. Instead of
black letters on a white background, you can now sell the customer on the idea
of digital images or cartoon elements, airbrushing, etc. As you add design
elements, you add to the uniqueness, visual impact and most importantly value,
which all add to the selling price.
you complete a banner, take a photo of it for your portfolio. With a picture of
a past job you can show a prospect what is possible. By doing that, you can “sell up”. Instead of
black letters on a white background, you can now sell the customer on the idea
of digital images or cartoon elements, airbrushing, etc. As you add design
elements, you add to the uniqueness, visual impact and most importantly value,
which all add to the selling price.
Sales
opportunities for sign makers are not limited to retail graphics. Other
opportunities include banners for tradeshows, airport graphics, museum
graphics, backgrounds for theater performances and signage for sporting events.
opportunities for sign makers are not limited to retail graphics. Other
opportunities include banners for tradeshows, airport graphics, museum
graphics, backgrounds for theater performances and signage for sporting events.
In
addition to commercial applications, banners can serve a decorative function,
complementing and enhancing the décor and ambiance of an interior environment,
such as a restaurant, museum, airport, or shopping mall. Various colors and the soft textures of fabric
can effectively soften the hard edge of a sterile commercial space, brightening
and warming the atmosphere.
addition to commercial applications, banners can serve a decorative function,
complementing and enhancing the décor and ambiance of an interior environment,
such as a restaurant, museum, airport, or shopping mall. Various colors and the soft textures of fabric
can effectively soften the hard edge of a sterile commercial space, brightening
and warming the atmosphere.
In
January of 2005, environmental artist, Christo,
displayed over 7,500 saffron yellow banners, called “The Gates”, along
the paths of New York’s Central Park.
Like it or not, and many didn’t, the flowing, colorful fabric banners
made viewers of his artistic statement more aware of their environment and
elicited an emotional response. And that
was part of his message. Color doesn’t
communicate intellectually; it communicates emotionally – right at gut level.
January of 2005, environmental artist, Christo,
displayed over 7,500 saffron yellow banners, called “The Gates”, along
the paths of New York’s Central Park.
Like it or not, and many didn’t, the flowing, colorful fabric banners
made viewers of his artistic statement more aware of their environment and
elicited an emotional response. And that
was part of his message. Color doesn’t
communicate intellectually; it communicates emotionally – right at gut level.
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About Jim Hingst: After fourteen years as Business Development Manager at RTape, Jim Hingst retired. He was involved in many facets of the company’s business, including marketing, sales, product development and technical service.
Hingst began his career 42 years ago in the graphic arts field creating and producing advertising and promotional materials for a large test equipment manufacturer. Working for offset printers, large format screen printers, vinyl film manufacturers, and application tape companies, his experience included estimating, production planning, purchasing and production art, as well as sales and marketing. In his capacity as a salesman, Hingst was recognized with numerous sales achievement awards.
Drawing on his experience in production and as graphics installation subcontractor, Hingst provided the industry with practical advice, publishing more than 150 articles for publications, such as Signs Canada, SignCraft, Signs of the Times, Screen Printing, Sign and Digital Graphics and Sign Builder Illustrated. He also posted more than 400 stories on his blog (hingstssignpost.blogspot.com). In 2007 Hingst’s book, Vinyl Sign Techniques, was published. Vinyl Sign Techniques is available at sign supply distributors and at Amazon.