For any company seeking to expand its message and raise its visibility among its customers, applied graphics offer an excellent and affordable way to do so. Applied graphics offer a large number of opportunities for companies to place their visual images, brands and messages in front of thousands of viewers each day. While there is a cost for all advertising methods, applied graphics offer a significantly lower cost per view over other active advertising methods including print ads, radio and television advertising, and a significantly higher level of engagement over passive advertising methods including Yellow Pages ads, printed circulars and others.
Let’s say a company vehicle, fully wrapped in branded graphics and out on the road in a busy metropolitan area, is likely to be seen by more than 20,000 individual viewers each day. Similarly, a series of pillars in a metropolitan subway station or airport are seen time and time again as busy commuters and travelers see the message on the way to their destination and on the way back. Each view — each impression — strengthens the branded message and provides a valuable “touch” wit potential members.
The opportunities in applied graphics are as broad as as the number of surfaces to which graphics can be attached. Walls, windows, cars and trucks, transit vehicles, floors ceilings and more, are regularly “branded” using applied graphics, which are often printed using digital printing technologies and installed by trained professionals who are highly proficient in graphics installation. An effectively-designed graphic, coupled with bold, accurate printing and expert installation results in often spellbinding results.
PDAA and SGIA are excellent sources for the very professionals who can take any company’s branding message and transform it into eye-opening, engaging and affordable applied graphics. Through SGIA’s online Find Print Providers Search, and PDAA’s online Find an Installer Search. Print buyers, brand managers and company owners can take the guess work out of applied graphics and let the professionals take care of everything.
Increased awareness of your brand is only a few easy steps away. Increase your potential today with SGIA and PDAA.
Submitted by: Dan Marx, SGIA/PDAA
Opportunities in Applied Graphics
September 15th, 2011PDAA at GlobalShop: A Retail Introduction
March 23rd, 2011One of the goals of PDAA is to help bring graphics installers a broader range of opportunities for their businesses. While fleet graphics and vehicle-related installations continue have ruled the roost for many PDAA members, an ever expanding group of installers have looked to other applications as a way to expand their business opportunities and bring additional elements to their range of services.
One such example is in retail settings, where installers are working with graphics producers, brand managers and directly with retailers to add engaging sales and branding images to stores and other retail-related settings. Walls, floors, windows, display cases and a growing number of objects and surfaces now receive full vinyl graphics treatments, providing branding and other retail messages exactly where buying decisions take place.
By exhibiting at this year’s GlobalShop trade show (March 28-31), which is the largest store design and at-retail marketing show in the United States, PDAA is working to raise the visibility of graphics installation in general – and PDAA members specifically – before thousands of designers, retailers, brand managers and other decision makers. By doing so, these professionals are able to better understand the possibilities of applied graphics in retail, and further understand the critical importance of graphics installers in completing graphics projects successfully.
For those graphics installers currently serving retail clients or seeking new avenues of opportunity – retail or otherwise – PDAA is committed to representing its member installation companies before key producers and decision makers.
Submitted by: Dan Marx, PDAA
Working Together, Despite Differences
November 12th, 2010In a spirited panel discussion at the recent SGIA Expo, two representative of graphics installation companies and two members of the graphics producer community addressed what has long been on the minds of each group: How can they more effectively work together? I though I’d take a few paragraphs here to report on the high points of this discussion, and to put in a bit of my own opinion as well.
As the community producing the graphics to be installed, graphics producers want to work with installation professionals who can perform in keeping with the high standards expected of the job. This means obvious things like the need for the installer to have the proficiency to do the job, show up as scheduled, and represent the company professionally. It also means something less obvious, which is the sense of confidence the printer has in the installer. One of the printers on the panel reported the when an installer is interested only in when and where to show up, it gives him pause. “I like installers who ask me questions: What is the material? What are the installation conditions, etc. It shows me that the installer wants to know up front what will make the job successful, and what some potential pitfalls could be.”
When I talk with graphics installers, I often hear from them that they want to be included as a partner in graphics projects, and not simply as a service provider finishing the job. They want graphics producers to utilize their knowledge and expertise to make sure the films selected are appropriate for the surface and application, that the design is created with the end product in mind, and they want to be included in such a way that they are not regularly told to “just make it work.” Graphics producers are urged to cultivate strong working relationships with their “go to” installers. Make them partners in the process, and see how the headaches involved with certain jobs may just melt away.
On the flip side, graphics installers are urged to ask for a “seat at the table” with the graphics producers they serve regularly. Based on the comments offered in the panel discussion, graphics producers are looking for more than someone who can simply install graphics. They are looking for professionals that they can trust to do it right the first time, work efficiently and make their companies (and their projects) look great.
For the discussion panelists, the word “trust” went even deeper toward an issue the can be referred to a the “elephant in the room” when these two communities meet. This is the issue of installation companies who also print. Think of a full-service graphics company who also performs installations as a stand-alone service. Other graphics producers are often reluctant to work with these companies for fear that they will attempt to woo away their business. Here, trust must become faith, a certainty that clients will not be recruited away. While this has certainly happened in the past, and will also happen in the future, it is important to point out this is where building trust through professional, collaborative relationships can be so critical. Companies can work together despite their differences.
The final element to be discussed here is another elephant in the room: Installers not getting paid for services provided. Installers perform the final critical step in many graphics projects, and expect to be paid for their work once the job has been performed, and sometimes are not. Trust, and the behaviors that bring trust, must go both ways between graphics producers and installers. Learning to work together is the first, critical step.
Submitted by: Dan Marx, SGIA
Graphics Installation: Learning from the Experts
October 19th, 2010The PDAA Graphics Application Zone at this year’s SGIA Expo was a whirlwind of activity, as installers from across the country met to demonstrate the installation of graphics to a wide variety of surfaces. Over three days of set-up and three days of the show, I witnessed numerous installers do what they do best, and achieve excellent results. But it’s not always that easy.
Time and time again, I’ve heard installers mention how their customers – printers, retailers or others – ask them to “just make it work,” and complete a successful graphics project, even when faced with challenges along the way. In the PDAA Zone, I saw installers use their installation skills and their problem-solving abilities to make the installations the best they could possibly be. It was inspiring to watch.
Graphics installation is a job filled with uncertainty. Will the graphics be the right size? Will they be on the right material? Will they arrive damaged? Will they arrive on time? Will the surface accept the graphics as expected? What will the conditions for the installation be? What do I do if one or more of these concerns turns out to be a problem during the installation process? This is where experience and knowledge become critical, because it takes a skilled, highly proficient installer to “just make it work.” That’s why graphics producers and others swear by the talents of PDAA Master Certified Installers.
Truth be told, graphics installers would prefer to do without some of the certainty mentioned above. They would, in fact, prefer that jobs go as expected. These results, however, are not all in the control of the installer. That is why it is critical for graphics producers to communicate regularly and effectively with their installers, and to consult them if they have questions about materials, conditions, what will work and what won’t. Through this simple process of consultation, projects requiring installation go more smoothly and perform as expected, and no one is counted on to “make it work,” because it works in the first place.
Some of the questions I heard in the PDAA Zone demonstrated that graphics producers should learn more about the installation process. They were honest, curious questions, and this is good. The more we can communicate, the better our results will be.
Submitted by: Dan Marx, SGIA/PDAA
Sponsors and Installers will Make PDAA Zone Shine
July 16th, 2010The PDAA Graphics Application Zone at the 2010 SGIA Expo will bring the industry’s best installers together to demonstrate the newest and most innovative installation techniques and highlight a wide variety of materials. Check out what’s in store:
http://www.sgia.org/events/current_expo/sgia10/zones/pdaazone.cfm
This year, five supplier companies are sponsoring the Zone, providing printed materials for PDAA’s installation demos. They are: 3M Graphics Market Center, Avery Dennison Graphics & Reflective Products Division, FLEXcon, Hewlett Packard Company and MACtac. Clear Focus Imaging is serving as a Zone partner. I’m delighted to have the participation of all of these companies, and I’m impressed by their commitment to the graphics installation indsutry.
The Zone will truly present a unique learning experience. Master Certified Installers and Zone sponsors will work together to highlight new developments, techniques and materials, applied to a variety of objects and surfaces that go beyond vehicle wraps, including: Tables, rough surfaces, glass, concrete, walls and more. There’s only one way to see this year’s PDAA Zone, and that’s by visiting the 2010 SGIA Expo. You can register free here.
Submitted by: Dan Marx, PDAA
Graphics Installers: Join Your Peers in Las Vegas!
June 25th, 2010For PDAA and the broader graphics installation community, this year’s SGIA Expo will serve as a strong rallying point for building business, facilitating connections and raising the visibility of installation and installation companies.
The 2010 PDAA Graphics Application Zone, sponsored by 3M, Avery Dennison, FLEXcon, HP and MACtac, will present PDAA Master Certified Installers applying graphics to a wide variety of surfaces using a broad range of materials. The Zone will provide the graphics producer community with an excellent view of the possibilities for applied graphics, and the skills of qualified graphics installers. Further, the Zone will provide a strong meeting point for all installers. Feel free to stop by, make friends and share stories.
Installers can hear from nationally-acclaimed business authors at SGIA’s first-ever Pre-Expo Business Development Conference (October 12), which will include a panel of leading graphics installation companies as they discuss how they mix sales, media, markets, social media and more to successfully market their businesses. Further, a number of installation-focused and sales-oriented sessions during the Expo will add to your competitive advantage.
The gigantic expo floor at the this year’s Expo will present innovative new products from hundreds of industry suppliers and manufacturers. This is your opportunity to learn about the new products that are expanding the possibilities of our industry, and meet industry professionals seeking connections with qualified, proficient installers.
Finally, this year’s PDAA Reception will link members of the graphic installation community, PDAA Zone sponsors, and graphics producers for valuable industry networking, and “a cold one” on PDAA.
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Registration is open for the 2010 Expo, so sign up now for your free Expo pass. Book your hotel. We’ll see you in Las Vegas!
Growing Opportunities for Graphics Installers
June 10th, 2010While graphics installation consisting of cut vinyl and long-run screen printing for fleet applications has been with us for decades, the graphics installation industry as we know if today came into being, and expanded greatly, with the rise of durable wide-format digital printing. As a witness to the rise of digital within the specialty graphics industry, I have seen how the very markets that helped grow the industry, literally serving as the “bread and butter” for most companies using the technology, eventually became saturated. Competition became too high, and prices became too low as companies “duked it out” over price. For the customers of these companies, a well-produced banner or flat sign was a commodity. Quality didn’t really matter, because quality was a given for such simple applications. Companies seeking to evade this price trap found ways to differentiate themselves from the pack.
I see similar things happening in graphics installation. While most of the installers I talk to today focus strongly on vehicle wraps, many also express concern about both increased competition and declining prices. Some find limited profit for the job done. For installers, this is where differentiation is critical. While some installers have differentiated themselves within the vehicle wrap market by focusing almost exclusively on motorsports or marine applications, or the capability to quickly install to large, commercial fleets, others are looking outside the box (or in this case, outside the car) to high-end retail applications, full product branding, floor graphics and niche products like mailboxes, helmet wraps and any number of other as-yet-untapped applications.
As certain markets become increasingly commoditized, market differentiation may be a critical step in the long-term success of many installation companies. For many, success will be realized either by broad market diversification or dominance in a particular market. Either way, business success in a competitive industry is a moving target. Things change, and you will need to stay on top of ongoing developments.
Another way to diversify is through proven skills, such as Master Certification through PDAA. When I talk with graphics producers about installers, many say what they seek most are installers with the skills and qualifications to do the job right the first time. They don’t want the headaches involved with jobs that were printed beautifully, then installed poorly. Becoming a certified installer through PDAA gives definable clout, and serves to differentiate your installation company from the many installers of unproven ability that comprise your current competition.
For the future of your business, think about how you can work to stay ahead of your competition, continue to get the prices you seek, and stay viable for the long term. As an association serving the graphics installation industry, PDAA is here to help you maximize your business. Let us know how we can help.
Submitted by: Dan Marx, PDAA
PDAA Certification: An On-Site Report
May 11th, 2010For any graphics installation company, earning PDAA Master Certified status is truly a ticket to the next level. Between increased exposure on the PDAA Web site and the credibility that certified status brings to any graphics installation company, Master Certification should be seen a critical goal to be attained sooner than later.
I recently had the pleasure of visiting the Kansas City area – Olathe, KS to be specific – to attend Master Certification testing for three member companies. Two of the three companies passed. The testing, administered by Rob Ivers, PDAA’s Certification Director, consists of several hands-on tests designed to measure the proficiency of the installer being tested, as well as a written test to measure knowledge of tools, techniques and capabilities.
In a challenging, day-long testing session, installers were evaluated on cutting skills, rivets, an acrylic testing using high-tack material, and installation to the front door/quarter panel and rear of a van. Flat surfaces, simple and complex curves were addressed. Within each of these tests, numerous criteria were considered, providing a complete view of the installers’ skills.
As a representative of PDAA – I’m not an installer myself – I was deeply impressed by the level of confidence shown by those installers who passed the tests. They approached the job with a strong level of knowledge, worked efficiently and paid strong attention to detail. Inside and out, these installers proved their worth, and truly earned the Master Certified designation.
For your installation company, I challenge you to make your move toward PDAA Master Certified status. How do you know if you’re ready to make the step? Review the PDAA Certification Guide, and then register online.
Submitted by: Dan Marx, PDAA
Graphics Installers: Getting Paid?
April 20th, 2010As the challenging economic times of the past year and a half have put a squeeze on many graphics companies, graphics installers – the professionals who put the printed graphics in place – are feeling the pinch as well, not only from a reduced amount of work, but also from clients who fail to meet contracted compensation.
Getting paid in a tough economy is a challenge for any company, whether they operate at the beginning or the end of the graphics production workflow. I have heard from SGIA members – graphics producers – who have expressed their frustration at having to extend longer and longer terms to customers who can’t pay their bills. These graphics companies have taken the job, done the work, and wish only to be paid for their services. The same is also happening to installers: The work is done, but the check is not always in the mail.
Within the chats and online discussions frequented by installers, the challenge of getting paid is a common concern. What to do?
For small businesses, lost revenues can be devastating, and protecting a company at the outset of the job – even through a contract – does not guarantee expected payment. Checking references can be a good start, whether it’s installers checking on graphics producers or vice versa. Word of mouth also continues to be a powerful force. Value existing customer relationships. A known customer appreciates the relationship too. Do business with the many companies that comprise the SGIA Community. As a group, they show a high rate of viability.
PDAA Graphics Installer Industry Survey: Summary of Findings
March 15th, 2010
Of the companies responding to the survey, 25.7 percent provide installation services only, 59.1 percent provide both printing and installation services, and 13.5 percent provide only printing services.
Companies were asked to indicate the total number of employees on staff in their company, followed by the number of installers employed. Companies providing both printing and installation services were most likely to have between one and ten full time employees, and between one and three installers on staff. Companies providing installation only were also most likely to have between one and ten full time employees, and between one and three installers on staff.
The survey asked companies to select from a provided list all applications they serve. Among print and install companies, the top three applications served were vehicle marking, glass and interior walls. The application least served by this group was buildings, 21 feet or more above street level. For installation-only companies, the top three applications served were semi-trucks and trailers, transit vehicles and vehicle wraps. The applications least served by this group was walls, interior, non-pressure-sensitive wallpaper.
Companies were asked to select from a provided list all areas served by their businesses. Print and install companies ranged from 85.1 percent serving local clients, to 22.8 percent serving international clients. Installation-only companies ranged from 95.5 percent serving local clients, to 27.3 percent serving international clients.
Next, the survey asked companies to select from a list their expected sales growth for calendar year 2010. Companies providing both printing and installation services had an optimistic outlook. A strong majority (more than 80 percent), expect positive growth. Companies offering installation only had a slightly less optimistic response, with nearly 70 percent expecting positive growth.
Survey participants were asked, in a open-response question, to provide their opinion on the biggest challenge for their installation business. Among companies that both print and install, the top two responses were decreasing prices, followed by finding and keeping good installers. Among installation-only businesses, the top two responses were getting business and decreasing prices.
Next, survey participants were asked, in an open-response question, to provide their opinion of what the biggest challenge is for the graphics installation industry. Among companies that both print and install, the top two responses were decreasing prices and competing with unqualified installers. Among installation-only businesses, the top two responses were decreasing prices and economic conditions.
Of those companies responding to the survey that are print providers who offer no installation services, 60.9 percent report that they utilize the services of graphics installers. 65.2 percent said seeking a certified installer was either important of somewhat important.
Members of PDAA will have access to a full survey report, available late March.
Submitted by: Dan Marx, PDAA Read the rest of this entry »
