Big Picture - March 2015 - (Page 18)

POP Make It March 2015 BY MIKE ANTONIAK Large format's advances have led to a growing impact at points of purchase. There's more "pop" to P-O-P (point-of- BIG PICTURE 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

Big Picture - March 2015
Wide Angle
Inside Output
Business & Management
Make It Pop
Internet of Places: ISA Preview
Behind the Silver Screen
Job Log

Big Picture - March 2015