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State of the Digital Graphics Industry Dan Marx, SGIA

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State of the Digital Graphics IndustryDan Marx, SGIA

22.09.10Converging Marketing Trends 2

What Is Specialty Graphics?

22.09.10Converging Marketing Trends 3

What Is Specialty Graphics?

Digital and analog printing processes used to create or finish a variety of end products. While many of the technologies utilize wide-format inkjet and screen printing, other technologies are also used.

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The Current State

Source: FujiFilm Sericol200-1000

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Wide-Format Digital:Advantages & Technologies

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Full Color

…why not benefit from it? Use it at will!

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Customization

12

3…every element can change.

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Size

Get the Picture?

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Cost

This is a huge one!

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Short Runs

x1000x100

x10x10… for viability, profitability. Take the job!

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Process Simplification

…imagine the ways digital can change your core processes.

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Turnaround Time

Tortoise?

Hare?

The Decision is Yours!

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Wide-Format Inkjet Presses

• Roll to Roll• Flatbeds• Hybrids• High-Production• Single-Pass• Fabric Printers• Narrow-Format Devices• Direct-to-Garment

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Ink Systems: Major Players

• Aqueous-Based Inks• Eco-Solvent• Solvent-Based Inks• UV-curable Inks• Dye-Sublimation

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Specialty Inks for Graphics

• White• Gloss Lacquer• Silver/Metallic• Spot Color

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Wide-Format Applications

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Specialty Products Produced

Ad Specialty Products, Architectural Signage, Awards, Plaques, Trophies, Banners Fabric, Banners Vinyl, Billboards, Blueprints, Boxes, Cartons, Ceramic Printing, Circuit Boards, Clock Faces, Watches, Compact Discs, Credit/Loyalty Cards, Decals Ceramic, Decals Cut Vinyl, Decals Heat Transfer, Decals Pressure Sensitive, Decals Waterslide, Dials, Faceplates, Displays, Electroluminescent Lamp, Exhibits, Fine Art Prints, Fine Art Reproduction, Flat Glass, Fleet Markings, Foam Board, Glass Flat, Glass Tile, Graphic Overlays, Graphics Floor, Graphics Indoor, Graphics Extremely Large, Graphics Outdoor, Graphics Outdoor, Graphics Narrow Format, Graphics, Vehicle, Graphics Vinyl, Greeting Cards, Announcements, Menus, Heat Transfer, Color Laser Copier, Heat Transfer Plastic, Instruments/Gauges, Keypads, Labels/Stickers, Lenticular Prints, Membrane Switches, Mouse Pads, Nameplates, Numbering Graphics, Packaging, Panel Fronts, Photo Prints, Photographic Services, Plastics Printing, Plates, Point of Purchase Displays, Posters, Presentation Graphics, Prototypes, Signs Back-Lit, Signs Luminescent, Signs Magnetic, Signs Metal, Signs Paperboard, Signs Plastic, Sublimation Printing, Tile, Ceramic, Transit Advertising, Wallpaper, Window Graphics, Perforated Film, Wood Products, Textiles, Carpet, Rugs, Fabric Bolt Flags, Gaming Cloths, Textile, Apparel, Textile, Heat Transfer, Textile, Dye-Sublimation, Textile, Roll Goods, Neckwear, Silk Scarves, Swimwear, Tablecloths, Etcetera

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Signs/Posters

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Banners

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Point of Purchase/Retail Display

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Vehicle Graphics

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Textile Prints

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Outdoor Signage Applications

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Industrial Applications

• Development of Solar• RFID• Custom Electronic

Circuits• A Massive Opportunity

for Manufacturing

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Trends & Statistics:Wide-Format Digital Printing

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Graphics Producers: Technology Mix

44% Digital-Only Facilities1% Screen-Only Facilities55% Multi-Technology Facilities

These numbers have changed dramatically over the past decade.

2010 SGIA Product Specialties Survey

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Expected Sales Growth: Year Ahead

• More than 100% 1.5%• 50-100% 6.7%• 30-49% 8.2%• 15-29% 16.0%• 10-14% 18.6%• 5-9% 15.5%• 1-4% 12.9%• No Growth 9.8%• Negative Growth 7.2%

Source 2010 SGIA Product Specialties Survey

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Primary Products

• Banners 80.4%• Point of Sale (POS)/POP 72.2%• Window Displays 71.1%• Decal/Label/Sticker 69.6%• Indoor Wall Graphics 64.4%• Presentation graphics 61.3%• Backlit Sign 60.3%• Trade-show Displays 59.3%• Vehicle Graphics 56.2%• Construction Signs 52.1%

SGIA 2010 Product Specialties Survey

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Growth Products

• Building Wraps 58.1%• Environmental Graphics 58.0%• Indoor Wall Graphics 56.8%• Point of Sale (POS)/POP 51.4%• Vehicle Graphics 49.5%• Floor Graphics 48.9%• Banners 46.8%• Window Displays 45.7%• Building Graphics 45.7%• Architectural Wayfinding 40.3%

Source: SGIA 2010 Product Specialties Survey

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Equipment Purchases: Plan vs. Actual

Device P2009 A2009 P2010Flatbed: Solv 13.5% 6.9% 10.3%Desktop: Solv 31.5% 1.1% 4.6%Flatbed: UV 12.6% 18.4% 32.2%R2R: Aqu < 96” 11.7% 10.3% 9.2%R2R: Solv < 96” 8.1% 12.6% 16.1%R2R: Solv > 96” 5.4% 9.2% 5.7%R2R: UV > 96” 3.6% 3.4% 4.6%

2010 SGIA Financial Outlook & Business Plans Survey

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Marketing Methods Used

• Referrals 97.9%• Company Web Site 91.5%• Networking Events 89.1• Inside Sales 87.2%• Outside Sales 77.0%• Trade Shows 68.8%• On-Site Advertising 66.0%• Social Media 64.9%• Direct Mail 59.6%• Pay-Per-Click Advertising 45.0%

2010 SGIA Market Trends Survey

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Online Marketing Methods Used

• Company Web Site 87.9%• Search Engine Listings 51.4%• Email Campaigns 42.6%• Social Networking Sites 32.6%• Online Directories 27.0%• Online Storefront 21.0%• Published Articles 17.7%• Pay-per-Click Keywords 15.2%• Your Own Blog 13.5%• Forums/Discussion Boards 10.6%

2010 SGIA Market Trends Survey

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Production Initiatives

• Reduce Operating Costs 65.2%• Add New Product Lines 53.9%• One-Stop Shop Approach 47.2%• Train Staff 44.0%• Add Imaging Capacity 41.8%• Add Finishing Capability 37.6%• Add Fulfillment Capability 27.3%• Staffing Adjustments 26.2%

2010 SGIA Market Trends Survey

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Sales & Management Initiatives

• Develop New Markets 70.6%• Increase Internet Presence 63.5%• Improve Customer Service 61.0%• Maximize Current Clients 57.1%• Increase Sales Staff 34.8%• Increase Marketing Budget 32.6%• Marketing Sustainability 19.1%• Reducing Prices 14.9%

2010 SGIA Market Trends Survey

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Conclusions

• Wide-Format Digital is Mainstream Technology• Remains a Strong Segment• Technology Still in Development Curve• New Markets/Applications• Product Focused Workflow is Critical• How to Market/How to Sell

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Join the SGIA Community

• SGIA Expo, October 13-15, Las Vegas• SGIA Webiars• SGIA Membership• SGIA LinkedIn

Dan MarxVice President, Markets & Technologies

[email protected]