The Top 5 Reasons to Use a Multi-purpose Product for Wide-format Advertising

While the goal of any business is usually to differentiate by offering something special, there is something to be said for simplicity. Reducing complexity can improve efficiency without necessarily losing anything in terms of performance. Using multi-purpose pressure-sensitive products for wide-format advertising applications can often accomplish just that.

1. Workflow Efficiencies

One of the top three areas of focus for the print industry, according to Drupa, is more automation in print. Investments to save resources, lower costs, and increase efficiencies are key.¹

Credit: Flexcon

One of the greatest benefits of utilizing one multi-use material is that a printer can run multiple jobs consecutively. This may mean not only running multiple applications at once for the same client, but possibly running numerous jobs for multiple clients. This means fewer changeovers for press operators — less downtime and less start-up waste. It also means workers will spend less time handling individual rolls. All of this adds up to efficiency gains which enable printers to increase throughput, decrease turnaround times, and improve their bottom lines.

2. Inventory Optimization

According to PRINTING United Alliance State of the Industry Update Third Quarter 2023 report, sponsored by Canon U.S.A. Inc., 49% of survey participants are focused on managing inventory procurement and supply chain more effectively in 2024.

Reducing the number of SKUs in the warehouse has multiple benefits. First, it reduces complexity for all involved — in purchasing, for buyers managing inventory reorder levels, and in manufacturing, for reduced time spent on material handling, increased inventory turns, easier asset tracking, and improved shelf-life management. Furthermore, printers can more easily meet minimum purchase requirements and enjoy volume pricing benefits. Fewer different materials taking up space on their racks also means printers can more profitably service customers who may place small orders only two to three times per year. Finally, by purchasing fewer, larger rolls of one material, there are sustainability benefits. For example, there is a reduction in environmental impacts with fewer shipments that result in reduced transportation carbon footprint, and less packaging waste.

3. Color Consistency

Up to 90% of an initial impression comes from color.²
Color can increase brand awareness and recognition by 80%.
93% of consumers make purchasing decisions based on visuals alone.³

When producing graphics that will be installed in multiple locations on different surfaces, such as walls, windows, and floors, the urge may be to purchase multiple substrates — each formulated for the specific surface. However, if the films are different, this can present challenges when it comes to achieving consistent color profiles. In the case of white films, for example, the hue of white of each film may be slightly different, making color profiling more difficult and possibly resulting in unacceptable color variation across applications. This can be a deal breaker when it comes to reproducing brand colors, especially national brands. And while large print service providers (PSPs) have entire departments devoted to color management, small PSPs have fewer resources and can lose jobs based on color inconsistencies. By choosing one product that works for all surfaces, it’s easier to dial in a brand’s color and maintain it without having to reprofile, thereby assuring color consistency across applications, from sampling the client to the finished graphic.

4. Broad Performance Range

Out of Home Advertising spend on Place-Based ads, retail, events, and other locations, grew 67% in 2022 — the highest growth across all category formats.⁴This trend means the variety of application environments and surfaces that ads are applied to will demand robust product performance to ensure the ad remains adhered and attractive for the life of the campaign.

The performance range of a multi-use product is more versatile and can resist exposure to UV, chemicals, abrasion, and moisture better than an economy vinyl, minimizing failure risk for your client. It won’t be the least expensive option, but robust performance gains have the potential to outweigh any difference in price. Products are available in white and clear with either a permanent or removeable solvent-based adhesive that adheres well to many application surfaces. These include stainless steel, painted metal, styrene, painted wood, smooth painted non-vinyl wall board, glass, indoor floor surfaces, and more.

5. Total Applied Cost Savings

Consider the benefits of multi-use products to reduce the overall cost of the “applied or installed” finished graphic by examining the costs from materials to process to installation. Initial cost savings from an economy product that fails to adhere to a surface and has to be reprinted and installed can quickly erode profitability.

Many factors can impact a successful installation - indoor or outdoor, vertical or horizontal, exposure to UV, weather, level of foot traffic, and cleaning method, for example. The robust performance range of a multi-use calendared vinyl reduces the risk of application failure without being an over-engineered solution for short-term use, such as cast vinyl.

Whether the graphics are being installed by a novice or a professional, some multi-use products feature air egress liners that reduce the likelihood of bubbles or wrinkles, making installation faster and easier. Such products can also compensate for challenges that may arise due to the way the graphics are shipped – often rolled up in tubes – allowing installers to make up for what may have “happened” along with way.

Improve Your Bottom Line With Multi-use Products

The Flexcon® FlexMark® line of multi-use products is suitable for many advertising applications, including walls, windows, shelves, signage, floor graphics, and vending graphics. All six products in the line are printable via UV and solvent inkjet, UV and solvent screen, UV offset, and HP Latex, and certain products feature an air egress liner.

Additional Considerations

If niche performance is required, such as optical clarity on a clear window graphic, a multi-use product will likely not fit the bill, and a product such as Flexcon® WindowDeco™ 6545 super clear would be a better option.

Multi-use products support the process from start to finish with consistent color for the creative design, broader performance range, efficiencies for workflow, and faster installation. When making a purchase decision, all variables must be taken into consideration to determine if a multi-use product is the right fit. In many cases, it may be just the right thing to achieve desired results without breaking the bank or sacrificing performance.

Not sure what’s appropriate for your applications? Flexcon is here to help. Contact us today.