Wide-Format's Place in the Promotional Products Space

One of the most fascinating things about wide-format printing is its ability to transform a space. However, it's usually short term. Maybe it's a retail display, or a tradeshow set up, but typically it's life span isn't terribly long. But what if wide-format print providers could find a way to make sure something they printed winds up on your desk, or in your home, or even just in someone's memory for years to come? That's where promotional products come in. Thanks to evolving direct-to-object technology, and the desire for brands to stand out more than ever before, the door to the promo world is as open as it's ever been.

To paint a picture of where exactly wide-format fits in within the promo space, Wide-format Impressions sat down with Allee Bruce, content director of one of its sister publications, Promo Impressions. 

Wide-format Impressions: How do you define wide-format printing within the promotional products space, and why is it becoming more relevant for promo distributors today? 

Allee Bruce: Wide-format printing, through the promotional products lens, includes an array of applications, from soft to hard goods, but I think the best way to define it is as a tool to help companies or brands bring their event, campaign, or marketing strategy to life. 

Whether it’s banners, flags, tents, vinyl graphics, decals, table covers, blankets, towels, or hard goods, the capabilities a wide-format printing partner can bring to a promo distributor’s offerings are extensive.  

As brands and companies view their marketing and event strategies more holistically, traditional promo products and wide-format applications don't stand on their own. They’re both part of the brand story.  

WFI: From your perspective, where does wide-format add the most value in a branded campaign, as compared to traditional promotional products? 

AB: Wide-format print is the perfect complement to traditional promo products. Take a pop-up event, for example: A brand is hosting an activation to promote their latest product in a city near you. They want it to be memorable and connect with the audience -- really tapping into the experiential marketing moment. Naturally, they’re giving out sample products, branded promo products like water bottles, socks, or lip balm. And to really tell the brand story and elevate the experience, wide-format print is absolutely going to play a part in that. Whether it’s SEGs, A-frame signage, flags, or a wrapped cart that’s giving out freebies, those wide-format printed elements bring excitement, enhance brand image, and make the brand or product that much more impactful.  

WFI: What types of clients or industries are most open to incorporating wide-format graphics into their promotional strategies? 

AB: Any company or brand looking for a way to create high visibility is going to want wide-format graphics as part of their larger promotional or marketing strategies. Some industries where we see this play out include retail, travel and entertainment, education, events and trade shows, healthcare, construction, and real estate, just to name a few.  

WFI: How do wide-format applications help brands create more immersive or experiential marketing moments? 

AB: Wide-format applications bring brands to life. I think about some of the ways food and beverage brands create excitement around new releases. One of my favorite healthy soda brands, Poppi, does this incredibly well. I’ve seen them host fun pop-up activations to create buzz for the brand or a new flavor they’re launching. Inside the pop-up, they’re using wide-format print to captivate consumers. Whether it’s vinyl graphics on the walls to create a selfie moment, expansive murals, or floor and window graphics, there’s no mistaking whose event you’re at or what the brand is promoting. They make it engaging, and with other branded elements like cups, apparel, and headwear, print and promo come together for a memorable, immersive activation.  

WFI: What misconceptions do promo buyers or distributors often have about wide-format, and how do you help overcome those concerns? 

One misconception is that you need to know everything about wide-format printing before offering products to customers. If you have a wide-format printing partner you can trust, and that’s willing to truly be a partner, they’ll make the lift easy by providing you with the specs needed to ensure orders go off without a hitch. If you succeed, they succeed, and it’s truly a team effort.   

WFI: How can promotional product professionals position wide-format solutions as part of a cohesive brand story rather than a standalone offering? 

AB: I think the key here is to understand the client’s needs and goals for their marketing campaign, event, etc., first. Once you understand that, you can offer solutions to make that promotion a success. Viewing wide-format as part of the story from the jump, rather than positioning it as an add-on, encourages that more holistic marketing approach. Like the Poppi activation I mentioned earlier — without the wide-format elements, that pop-up event would have had blank walls and windows. The magic came when wide-format was introduced.  

WFI: What production or logistical considerations should promo distributors understand before offering wide-format to their clients? 

AB: They need to understand the basics of what’s required for that job to go through to their print partner successfully. Do they have the right logo size, print location, run size? Without everything accurately gathered upfront, the print job is at risk from the start. And again, you don’t have to be an expert in wide-format applications to sell it, but you do need to understand what’s possible before you sell someone something that’s not actually printable. If you don’t, you should call your partner and ask.  

WFI: How do sustainability, materials, and durability factor into wide-format decisions in the promo space? 

AB: Sustainability continues to be a huge topic of conversation across all industries, print and promo included. Brands continue to have sustainability as a top concern within their larger organizations, and when we’re talking about wide-format print and promo, it can be even more of a concern, especially when graphics may be temporary or short-term. For companies invested in sustainability, there are plenty of products in the marketplace that keep planet in mind, using recycled materials and eco-friendly inks, for instance, without sacrificing durability. 

WFI: Looking ahead, how do you see wide-format evolving within the promotional products industry over the next few years? 

AB: I see experiential marketing becoming more prevalent than it ever has been, with brands and companies looking for more ways to connect with their audiences. And that’s good news for both wide-format and promo. A truly immersive marketing or brand moment has both, and I think that’s an exciting place to be. People want connection, brands want to offer it, and wide-format and promo make it happen.