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Far and Away

POP Expands from its Traditional Definition

By Melissa Donovan

Display and point of purchase (POP) signage is much more than traditional promotional advertising. Today’s POP work runs the gamut from sending a direct marketing message to subliminal designs and decorative pieces that enhance a company’s brand or lifestyle. Print service providers (PSPs) who embrace this multi-faceted POP phenomenon offer customers and prospective buyers a new kind of marketing solution.

 

Important History

Mammoth Media, based in Hingham, MA, is one of those PSPs. Founded in 2004, the 40 employee company offers grand format printing, digital displays, graphic design services, a full finishing department, kitting, and shipping.

 

The company’s history is unique. Founder and CEO, Mark Rowell, began in large format print developing hardware, specifically for NUR Macroprinters of Israel. It is Rowell’s rich background that positions Mammoth Media from the competition.

 

“His love of technology and engineering background sparked a passion for large format digital printing. Being in on the ground floor gives Rowell a unique perspective of where large format printing came from and where it is going,” explains Susan Fitzgerald, national account executive, Mammoth Media.

 

Rowell’s expertise allowed the PSP to accumulate an impressive hardware portfolio. On the shop floor an EFI VUTEk QS3200, VUTEk GS3250LXr Pro, and VUTEk GS5000r; and Hewlett-Packard (HP) Scitex XL1500, HP Scitex XP5300, and HP Scitex TJ8550 printers are found.

 

Versatility is essential to a company offering diverse products to its customers, especially when it comes to printing POP and meeting innovative and unique needs. UV and solvent ink, as well as white provide many opportunities for printing on media.

 

“POP applications are endless and since Mammoth Media is a solution-driven company, we are willing to try anything. Sequins and acoustical panels are just a few of the out-of-the-box substrates we have been asked to test,” shares Fitzgerald.

 

Requests can run the full scope of an advertising campaign. For agencies, working on behalf of larger corporations, Mammoth Media creates multiple billboards, bus wraps, kiosks, displays, and floor and window graphics. Many times these agencies come to the shop with graphics in mind, but the PSP does offer its in-house graphic designers when the occasion arises.

 

The print provider also welcomes smaller, up-and-coming businesses looking to promote its products and services. In this case, one-offs or small quantities are the norm.

 

Smoking Hot

Located on Newbury Street in Boston, MA, the Boston Smoke Group connected with Mammoth Media to design and print graphics for its flagship store, which sells functional glass art. “They were looking for a cool, sexy, vibe—unlike anything ever seen before,” explains Fitzgerald.

 

The PSP collaborated with Jennifer Moore, owner, Jenerations Design, to create the look and feel. Custom LED light boxes were constructed and retrofitted to the 1,700 square foot space. A light box manufacturer cut 26 separate acrylic panels to fit in the boxes.

 

Panels were printed on the EFI VUTEk GS3250LXr Pro with 3M ink. As the panels were pre-cut, the team found it challenging to line up continuous images while simultaneously working with bleeds on all four sides. In addition, the acrylic pieces were not cut square, making the project labor intensive.

 

The job was submitted on March 24, 2014 and despite the challenges with the panels, Mammoth Media had it installed and ready by April 11, 2014.

 

“The Boston Smoke Group is pleased that the finished project gives them the wow factor they were looking for. A representative from the group says that everyone loves it and it stops people in their tracks,” shares Fitzgerald.

 

With the success of the Newbury Street location, Mammoth Media is working on printing graphics for the Boston Smoke Group’s second retail store. Digital Output plans to catch up with the print provider in a future article, so keep any eye out!

 

Popping Out from the Pack

Mammoth Media’s portfolio of digital hardware allows it to harness the power of innovation, offering its customers unique products that walk the line between POP and décor. Boston Smoke Group is one client that benefits from this, in particular the efficiency of digital print and the capabilities of printing onto almost anything played directly into its needs.

 

Jun2014, Digital Output

 

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