By Melissa Donovan
Part 1 of 2
In an industry that is constantly changing and evolving, with new applications coming to market nearly every day, it can be difficult for a print service provider (PSP) to keep up. When a customer asks for a certain item and they can’t deliver, it’s hard to accept the idea of a customer walking away and taking that order—and money—to another shop.
But there is another alternative—the wholesale printer, one solely working with the trade. These companies offer high-quality graphics using brands you know and love in a quick turnaround time. Reasonable pricing allows the PSP and the customer to reap the benefits.
This two-part series looks at two trade-only wholesale printers in the wide format market and how they help PSPs get more done.
Signobi, located in Denver, CO, launched in September 2014. It derived from its parent company, Ultimax, which was founded in 1996 as a graphic design and brokering firm. Eight years later, Ultimax expanded into large format printing. After understanding the market, acknowledging where demand was coming from, and expanding its capabilities and capacities, the company decided to create a business that would solely function as an online, trade-only printer that specializes in completely custom print solutions at low wholesale pricing; and thus Signobi was born.
The goal of Signobi is to present its customers with products and services outside of what most of the competition presently provides. To do so, it offers large format printing on all commodity sign materials such as Coroplast, foamcore, rigid PVC, and vinyl, and also on an expanded range of premium materials like Lexan, clear vinyl, black rigid PVC, brushed metal and white aluminum composites, magnets, static cling, and more.
These unique materials present many opportunities for sales, according to Ryan Shackett, president, Signobi. “Examples like Lexan, commonly used in backlit applications from lighted boxes to store cappuccino and fountain machines, to brushed aluminum composite for entrance and branding signs, to semi-rigid PVC, which is useful for many point of purchase type of signs including wobblers and shelf talkers,” he continues.
Another way the trade-only printer differentiates itself from the competition is its ability to contour cut custom shapes, which is a minor cost difference but adds value. “Many people don’t realize the profit potential from up selling contour cutting. Contour cutting adds very minimal cost, but has a much greater perceived value, and helps move your customer away from comparing purely on commodity. Additionally, contour cut signs are far more effective and attractive,” explains Shackett.
In addition to expanded material options and contour cutting, Signobi also offers white ink printing capabilities on clear and black substrates; a user-friendly online pricing tool; print quality options—production, mid, and fine; and a number of sign accessories including tape, Velcro, and French cleats to provide a complete solution.
With its central geographical location, Signobi is ideally situated to handle business from all corners of the U.S. The rapidly growing customer base is proof of this, with Shackett admitting that since the company’s launch in September 2014 they have had many customers who have placed multiple orders.
While these clients understand the benefits of working with a wholesaler to trade, Signobi continues to educate those who are unaware of the perks. “Using an experienced partner can expand your product offering to create many new product centers, give you ability to handle a greater capacity of business, and can even be more cost effective than your in-house means of production,” recommends Shackett.
Signobi’s origins in parent company Ultimax provide its employees with experience and knowledge to produce many types of jobs. These skills keep up with the constant introductions of new applications, substrates, and print technologies many PSPs deal with. Instead of sending away a customer with a one-off type of request, a PSP should consider a partner like Signobi, who can get the job done correctly and on time.
The next article in this series looks at Signs365, which also offers trade-only printing at wholesale prices.
Feb2015, Digital Output DOWT1502