While 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