Thirty delegates attended PrintWeek’s Wide-Format Opportunity breakfast briefing to hear from three experts about the evolution of the market last week.
Service Graphics managing director Nick Cole and Creo Retail Marketing sales director Neil Johnson both agreed that key to success in the field were
added-value services and a consultative approach to establishing and meeting customers’ needs.
Cole also highlighted that, while business conditions felt more positive than they had for a couple of years, in reality, the situation was only returning to the norm prior to the recession.
He said that, while budgets were starting to return, they were often for last-minute, ad-hoc and local projects, which meant businesses had to be extremely reactive. Increased spending on events as part of the marketing mix was, he claimed, likely to benefit wide-format print over other sectors. He also touched on the dangers of reduced public sector spending.
However, overall, he explained that, based on recent increased activities around the World Cup, he expected the sector to benefit from the 2012 Olympics, but that was dependent on thinking beyond working directly for the Olympic organisers and looking to help brands in the marketing campaigns tied in to the games.
See full article at: Value-added services and consultancy focus of PrintWeek breakfast briefing | printweek.com | Wide-format News and Jobs from the Wide-format Sector | Wide-format.
