Wide format printing is a profitable and complementary product offering for print service providers that are seeking new markets and higher-margin businesses. Printers are quickly learning that adding wide format to their current offerings can enable them to quickly and easily leverage their existing customer base while fulfilling existing outsourced volumes for cost savings and improved turnaround times.

Today’s savvy service providers are discovering that there are three keys to success in the wide format market.

Business owners must emphasize the right target markets for large format. Target markets are defined market segments that are the strategic focus of a business or a marketing plan. Finding the right large format market can enable you to succeed in a specialized area of the market—examples include point-of-purchase signage for retail establishments, event signage, or wayfinding signage for college campuses. The most successful large format providers target markets that are driven by customer demands for innovative products, services, or marketing. With a targeted market focus, service providers can access markets that are characterized by higher growth, more limited competition, and above-average profitability. Firms with a strong focus can get more attention in the market space, become viewed as an expert within the segment, market more effectively, and productively sell to a targeted client and prospect base.