Beyond the Banner in Sign & Display
Episode Summary: Beyond the Banner in Sign & Display
Podcast: The Print University
Hosts: Ryan McAbee & Pat McGrew
Wide-format printing offers far more opportunity than basic signs and banners, and this episode explores how print providers can turn existing equipment into higher-margin applications and new revenue streams. Ryan McAbee and Pat McGrew explain that while the barrier to entry for sign and banner production can be relatively low—with capable systems available for under $20,000—the resulting commoditization makes differentiation increasingly important.
The discussion focuses on expanding beyond commodity work by understanding equipment capabilities, supported substrates, finishing requirements, and target verticals. Key wide-format platforms include UV flatbed, latex, eco-solvent, and dye-sublimation systems, each opening different application opportunities. Printed interiors and décor, soft signage and textiles, custom wallcoverings, hospitality graphics, event displays, and rigid specialty applications are highlighted as promising growth lanes.
A recurring theme is that profitability often comes from value-added services, not simply print output. Site surveys, installation, project management, fabrication partnerships, design services, distribution, and outsourced installation networks can strengthen margins while making the customer relationship more difficult to replace.
The episode also emphasizes vertical-market specialization. Hospitality, healthcare, retail, events, and local businesses all have distinct print requirements, terminology, buying cycles, and seasonal needs. Print providers should analyze existing customer and profitability data, choose a market lane, understand what those customers currently purchase elsewhere, and create application bundles around their needs.
For companies developing printing industry training programs for new employees or outsourced training for print production staff, this episode provides practical context for wide-format sales, production planning, application development, and profitable diversification.
You Will Learn:
- How to move beyond commodity signs and banners into higher-margin wide-format applications
- Differences between UV flatbed, latex, eco-solvent, and dye-sublimation production
- How finishing, installation, site surveys, and project management add customer value
- Ways to identify profitable vertical markets and application niches
- How printed interiors, soft signage, textiles, and rigid specialty graphics create growth opportunities
- Why customer data and existing wallet share should guide wide-format expansion
Who This Course is For:
- Commercial printers expanding into sign and display
- Wide-format and sign shop owners
- In-plant production teams
- Print sales, estimating, and business development professionals
- Production managers and onboarding leads building printing industry training programs for new employees
- Organizations seeking outsourced training for print production staff or broader wide-format production education
Time to Watch:
- Approximately 28 minutes
