Wide-Format Summit Soars Into Second Day
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The 2024 Wide-format Summit - now in its 4th year - kicked off its second day at the JW Marriott Turnberry Resort and Spa, in Aventura, Florida. Day two was jam-packed with educational sessions, case study breakout rooms, and one-on-one meetings between vendors and attendees.
The day started with the smell of hot coffee and the murmur of attendees discussing what was to come, as well as the paths ahead for their businesses – their challenges, their opportunities. The day ahead would give them a deeper dive into the wide-format segment. A new, broader view.
Evaluating the Wide-Format Segment
In the day’s kick-off session, Lisa Cross, principal analyst at NAPCO Research, presented a fast-moving, data-supported session, “Maximizing Wide-Format Sales: Integrating SWOT Analysis with Byer Insights.” Using data from a recent survey exploring how wide-format print is sold, she framed the discussion around the SWOT analysis – a well-known method to identify and evaluate a company’s strengths, weaknesses, opportunities, and threats.
Lisa Cross of NAPCO Research presents a SWOT analysis of the wide-format segment.
Among the strengths identified were the strong range of product offerings in the wide-format segment, as well as the efficacy of wide-format applications as communication tools. Several of the weaknesses identified are connected to sales efforts: many companies are challenged when engaging with prospects, and in understanding their motivation to buy.
Opportunities are many in the wide-format segment, typified by strong growth in applications and solid profit margins. One opportunity Cross discussed stems from the growing preference of customers for print provider that offer online portals and/or digital “storefronts.” Artificial intelligence also represents a vast, growing opportunity.
Current threats included increasing sales cycles and the challenge of building effective sales teams.
Big Answers for Wide-Format Questions
Marco Boer, I.T. Strategies, answers key questions posed by Summit attendees.
When Wide-Format Summit attendees register for the annual event, one of the things they are asked is what “burning questions” they hope to have answered during the event. In the day’s second general session, Marco Boer, vice president of I.T. Strategies, provided answers to questions he found to be particularly prescient.
Among those questions were the effect of AI on the industry, the current state of the digital signage opportunity, and whether dye-sublimation continues to be a growing opportunity. A handful of questions spoke to current challenges faced by wide format producers: the need for automation, reducing costs, and staying profitable. For companies asking the eternal/elusive question: what equipment should I buy, Boer offered key considerations: What does my business need today? What will it look like two or three years from now? He also urged attendees to choose carefully, illustrating the value of the vendor relationship – serving and product support matter.
Wide-Format Textiles and Digital Interface
Kerry Maguire King provides insight into the intersection of digital textile printing and e-commerce approaches.
In the day’s final general session, Kerry Maguire King, formerly of Spoonflower and Shutterfly, who is now seeking a degree in textile technology management, provided an overview of digital printing technologies and described how e-commerce approaches are changing models and opening opportunities. Her presentation addressed textile printing for apparel, décor, and soft signage applications, and also touched on wallpaper applications.
Maguire King provided views into workflows for high-production and micro-production approaches and highlighted the necessity of digital solutions for order creation and job management. She further offered insight into how project visualization – selling a product that does not yet exist – is key to compelling commercial customers and consumers to click “purchase.” Clearly, that critical step is essential to the profitability of new, online sales approaches.
Case Studies and Personalized Meetings
Sponsor-led case studies provide specificity to new technologies and solutions.
Throughout the day, attendees sat through sponsor-led case study sessions. The case study rooms serve as an intimate educational space where attendees can learn more about different technologies and solutions that can benefit their business and ask sponsor executives their burning questions.
Throughout the day we also had the opportunity to chat with some first-time attendees. Kerry McCormack, general manager of LightVisions in Winnipeg says that hearing experiences from past attendees made him take the leap into attending this year.
"This summit basically sold itself, so far I'm really enjoying these breakout case study rooms. The vendors are providing us with so much useful information, and it's also amazing the fact that everyone here seems like they know each other. It's great gathering with a community of people who all want to help each other succeed," McCormack said.
Vendors and attendees chat during their scheduled 1:1 meetings on day two
Lara Kovalchuk, account executive for Heeter in Canonsburg, Pennsylvania, said that after this year she already can't wait to come back and bring other people from her company with her so they can have the opportunity to attend as well.
"It's been a really great experience and everything has been over the top amazing. And so everyone is so helpful from the sponsors, to the attendees, to even the event staff. And as a first-timer it's so encouraging to see everyone so excited to be here, it just makes everything more fun while still being an amazing networking and learning experience," Kovalchuk said.
After the case studies concluded, it was time to head to pre-scheduled 1:1 meetings with the vendors. These meetings allow attendees to get invaluable one-on-one time with the industry's leading solutions providers.
And is it truly a wide-format summit without the casino night? After a lovely dinner sponsored by Fujifilm, attendees and vendors alike laughed and "gambled" the night away playing games like blackjack and roulette with summit bucks (very similar to monopoly money).
Summit attendees enjoying casino night
About the Wide-Format Summit
The Wide-format Summit is a free, all-inclusive experience for qualified attendees – senior managers and business executives who want to understand how current and future wide-format printing technology, software and solutions will impact their business and investment decisions. This summit offers strategic-level insights into what printing industry leaders can do to improve and optimize their business.
For more information, visit wideformatsummit.com
Dan Marx, Content Director for Wide-Format Impressions, holds extensive knowledge of the graphic communications industry, resulting from his more than three decades working closely with business owners, equipment and materials developers, and thought leaders.
