Wide Format Imaging

Most reprographic companies are not prepared to pursue large-scale color graphic jobs such as bus wraps and jumbo-size architectural banners, or compete with a national screen printer for 10,000 floor-graphics. But almost all reprographic companies are exceptionally well-positioned to capture their share of the growing portable display market. That Encad/Kodak, Epson, or HP inkjet printer that may not be pulling its weight is actually perfectly suited for outputting graphics for portable banner stands. Not only is this a market in its infancy, it is also such a broad-based opportunity that it is resistant to domination by larger printers.

A Global Phenomenon
Compared to the more mature markets in Europe and Asia, the deployment of banner stands in North America is still relatively modest. In Europe, you see portable banner stands everywhere: trade shows, stores, hotels, restaurants, shopping malls, hospitals, showrooms, churches, fund raisers, airports, public buildings, museums, conferences, train stations, open air markets, schools, and political rallies. I have even seen them used outside for advertising a circus coming to town.

It's easy to account for the success of portable banner stands?they are inexpensive, lightweight enough to be transported and located anywhere, and the better models allow quick changeout of the graphics. And because they aren't permanent, banner stands are generally not subject to local signage regulations. Therefore, it is reasonable to believe that the North American market for portable banner stands will follow the global growth trend. Look no further than the White House: You never see President Bush speaking on television without a graphic in the background reinforcing his message.

The Rise of the Retractable
The retractable banner stands have become one of the fastest-growing segments of this business in the past year or two. There are good reasons for this. With retractables, the graphic is stored in the base of the unit, making them extremely easy to transport. Most models weigh between five and ten pounds. The stand can be set up literally in seconds by unwinding the graphic from the base and attaching it to the support pole. The process reverses after use, and your customer is packed up and on their way in under a minute.

This type of stand has also become relatively inexpensive, with prices ranging from $59 to $300 depending on style, features, and usage. In fact, the versatility of retractables is such that your customers most likely have applications for them they haven't eve thought of. They are just waiting for someone to show them.

A word of caution: make sure to purchase from a reputable company, since obtaining spare parts, accessories, or even purchasing the same style unit for a customer six months later may prove difficult with some"importers.?

Building the Business
From the fabricator's point of view, the beauty of the banner stand business is that it will continue to generate revenue long after the original sale. Assuming you manage the customer relationship well, a solid clientele of banner stand owners should provide your shop with steady revenue in the form of printing and fabricating replacement graphics for the stands you have sold. Some graphics providers even go as far as renting the retractable stands to their customers.