Large format's advances have led to
a growing impact at points of purchase.
There's more "pop" to P-O-P (point-of-
purchase) marketing these days, thanks in part
to advances in large-format digital printing.
Print services providers who specialize in
point-of-sale collateral report clients are embracing digital's easy set up and quick turnarounds, short runs, and variable print capabili18
ties for fresh approaches to in-store marketing.
Digital isn't about to supplant traditional print, they note.
Rather, it is establishing its niche as a creative way for
marketers to pre-test and refine concepts before a roll-out,
to easily cater displays and signage to a region or store, and to
support in-store events with special displays and signage.
The good news for PSPs is that many who could benefit from
the advantages of large-format P-O-P have not yet embraced
the technology. With each successful campaign incorporating
digital printing, awareness builds and demand follows.
There are growth opportunities for any PSP who can sell
the benefits of digital large format as a key component of
Table of Contents for the Digital Edition of Big Picture - March 2015