Despite the rise of digital engagement, print media still has an important role in reaching customers and building brand awareness. Large print marketing – such as posters, banners, and vehicle wraps – is among the most effective mediums offering:
- Unmatched visibility
- High impact recall
- Geographical targeting
- An enhanced local presence
- Durability and cost-effectiveness
- Trackability and measured ROI
Large print acts as a powerful complement to digital marketing. Nevertheless, many newer businesses shy away from print marketing because of the costs and logistics involved. But as technology improves, large printing doesn’t need to be expensive, especially if you invest in a large-format printer.
While businesses have traditionally outsourced the production of their large print materials, with large format or wide format printers in-house, producing such material is more affordable than ever, and moving production in-house is now an attractive prospect.
Large-format printers are also highly versatile and can print on almost anything. So, while you may invest in a printer for banners and vehicle wraps, you could conceivably create branded t-shirts and other merchandise.
Benefits of In-House Large Format Printing vs. Outsourcing
While there are many possible benefits associated with investing in a large format printer, there are several key advantages to printing in-house rather than outsourcing when it comes to cost, quality, and efficiency.
Faster Turnaround and Reduced Project Timelines
Even with the best planning, outsourcing a print job can be time-consuming. Finding a great supplier that delivers both quality and speed can be challenging, especially if your business requires a minimum number of quotes to approve a job.
In addition, turnaround times are dictated by the provider, rather than your business priorities. A major print job ahead of you or other issues can delay your project with something that’s out of your control.
Moving large print jobs in-house can give you more flexibility, greater control of planning and delivery timelines, and rapid turnaround when required. There is also the ability to make last-minute changes and adjustments if they become required.
Reduced Printing Costs
If your business does a significant amount of large-format printing, moving this service in-house can have obvious cost-saving benefits, as you can deliver prints at cost price. You can also save significantly on shipping.
But even if you aren’t printing high volumes, simply printing bespoke items in-house can have benefits. Suppliers usually charge a setup fee and then charge for materials. That is why ordering just one copy of a large-format print can be just as expensive as ordering 1,000 copies of the same print.
Most companies are probably already paying for printing in-house, both for standard documentation and smaller publication-level print jobs. Because many large-format printers can also manage standard-size printing, you can have a versatile machine that covers what you are already doing and more.
Enhanced Quality
It is fair to say that no one cares as much about your business as you and your team. Outsourcing a print job can result in a product that doesn’t feel quite right. They may have printed exactly what you sent over, but may not have noticed that the color of your logo isn’t the same as it is on other material, or that there’s a slight misalignment in the graphics that only really becomes visible when printed.
When you work in-house, your team can check for logo accuracy, color consistency, and other elements right away. You can go through more rounds of proofs as required to get the final product just right. This is crucial for communicating your brand and maintaining the reputation of your business for high quality and attention to detail.
New Opportunities and Applications
When large format printing is a complex task that is outsourced, a company may limit the number of items they print in this manner, whether due to cost or limited needs. But when you have in-house capabilities, you open the possibility of new options. Perhaps you have always produced banners for networking events, but you haven’t explored vehicle wraps or outdoor flags. An in-house printer can create new marketing and offer the chance to experiment.
Many large-format printers can print on almost any material, including vinyl, fabric, and more. This could allow your business to explore unexpected avenues, such as branded clothing and company merchandise.
Confidential Printing
One of the biggest issues with outsourcing printing is maintaining the confidentiality of your company’s intellectual property (IP). While you probably aren’t printing your accounts and human resources records in large format, you could be sending new branding, unseen marketing, and innovative product information to a third party. Depending on your industry, you could also be sending confidential materials, such as architectural plans. Printing in-house allows you to control access, limiting the exposure of market secrets and data protection issues.
Should Your Business Invest in a Large Format Printer?
Every business is different, but if you do occasionally require large-format printing, it is worth considering whether moving this function in-house represents a valuable return on investment.
This assessment starts with the numbers. What is the total amount that you currently spend on large-format printing – not just the job itself but requiring proofs from multiple providers, delivery costs, etc? This needs to be compared with the costs of moving in-house, which include:
- Buying or leasing an appropriate large-format printer
- Additional accessories and software for the type of printing you intend to do
- Costs of ink, paper, and other materials you intend to print on
- Maintenance and operating costs
While these give you numbers to work with, you must also consider the time and money saved, as well as the cost of correcting mistakes involved.
If you do decide that a large-format printer is worth the investment, read our complete buying guide for businesses to better understand your options.
Looking for Large Format Printers in Sacramento?
If you are looking for large-format printers in the Sacramento area, reach out to the team at Buckmaster Office. With 60 years of experience in the industry, we offer award-winning technology and exceptional service. We offer an array of versatile large-format printers for both purchase and rental, helping you find the best solution for your specific needs.