Marketing is an essential ingredient of modern business; without it, even the most productive company would fall behind its competitors and fade into obscurity. Gone are the days, however, when CEOs just had a handful of approaches to choose from - the world of marketing is now complex and navigating it effectively calls for certain levels of care and knowledge. That said, when the right strategy is adopted, the rewards can be huge.
One way many businesses make themselves stand out from the competition is by using soft signage, but why exactly is it such a great investment?
All about image
The idea of marketing is to develop a positive image of a product, service or company, so aesthetics should be the priority. Traditionally, most brand displays and point-of-sale signage would be created using PVC, paper or plastic, largely due to cost and accessibility. These materials, however, are often criticised for giving off an industrial appearance. Similarly, thick card can sometimes look cheap and may leave a bad impression on potential customers.
This is perhaps why soft signage has proven so popular since it started to become more accessible; the air of professionalism it gives off can mean the difference between the success and failure of a marketing campaign.
Problems to solve
Recent advancements in printing technology have made it possible for all kinds of substrates to be utilised when producing signage. This fresh range of textiles is providing a range of new opportunities for businesses.
Digital equipment has existed since the 1990s, but cost, among a number of other things, has always stopped it from entering the mainstream. Traditionally, high-quality dye-sublimation printers would be used and although quality levels are usually high with this approach, it typically requires the business to outsource different parts of the process to specialists, adding to both the price and time taken. These are just a couple of the issues which have been solved by HP's new Latex technology.
How does it work and why is it so special?
It's safe to say that HP has revolutionised the soft signage industry with Latex. It uses pigmented, water-based inks with aqueous-dispersed polymer technology (hence the name). As well as being odourless, these inks have low volatile organic compound levels, making them perfect for large displays.
More than anything it offers versatility and quality without the added expense of specialist help. Businesses have the opportunity to print their promotional imagery onto a huge range of materials, at the highest standards.
With the equipment now so accessible then, business owners are able to rely on the skills of their in-house marketing teams to set them apart, instead of their budgets. Staying ahead of the curve is all about being quick and responsive; having the technology at hand can only help with this.