Want to Brand Your Print Business? Do What You Do Best

WHAT’S ONE THING a PSP should never do? We asked our Brain Squad this question in last month’s survey. Responses varied from “never stop improving processes” to “never give bad customer service” to “never argue prices” to “never underestimate your competition.” Ryan Clark, Direct Edge Media, even joked, “Sleep! Never sleep. You should be working on that rush job your client forgot to send you!”

They’re all valid answers (well, maybe not Ryan’s), but they’re standard to any business in any industry. One response that really stood out – because of its specific connection to wide-format digital print — is from Kelly Mank, Time4Printing. She says, “Never have an unwrapped vehicle.”

This is such a good answer!

We already know vehicle wraps are the ultimate branding tool. The Outdoor Advertising Association of America says a single vehicle wrap can generate between 30,000 to 70,000 impressions each day. You pitch them as billboards on wheels to your clients. And you either have the equipment in-house or have friends in the industry who can offer their services.

What better way to not only brand your business, but also show off your design, print, and wrap skills?

In the Do You or Don’t You section of our October Brain Squad survey, I’m asking if you have a wrapped vehicle that promotes your business. If you’re not yet a VIP member, join today at bigpicturemag.com/brainsquad to see the results. Need help getting started on your company’s personalized wrap? Check out pages 8 and 42 for some inspiration.

Smart Tips From This Issue

Purchase equipment that allows for flatbed and roll-to-roll printing. Your customers will get the best of both worlds. (Big Products, page 16)
Recognize the females in this industry, and in your shop, who are impacting the wide-format digital print space. (Special Feature, page 20)
Print, laminate, and install a sample roll before producing a specialty wrap. This will help you choose which materials work best on certain surfaces. (Big Business, page 48)
Join 85 percent of your peers and create a strong vision statement, mission statement, and company values. (Big Business, page 50)

Adrienne Palmer

Adrienne Palmer is the editor-in-chief of Big Picture and Screen Printing magazines. She joined Big Picture magazine in 2012 after graduating from Ohio University's E.W. Scripps School of Journalism with a BA in magazine journalism. During her time with Big Picture, she has held the roles of assistant editor, associate editor, and managing editor; she added sister publication Screen Printing magazine to her resume in 2019. She is a 2019 Folio: Top Woman in Media; spearheads Big Picture's annual Women in Wide Format Awards and Best of Wide Format Awards as well as Screen Printing's annual Women in Screen Printing Awards; is on the board of Printing United Alliance's Women in Print Alliance and the U.N.I.T.E. Together diversity and inclusion program; hosts the Screen Saver podcast; and represents the Big Picture and Screen Printing teams at numerous industry events year-round as a speaker, moderator, and panelist.