For print service providers (PSPs) the world over, there are a large number of reasons to attend trade shows. According to FESPA Global Print Expo, 92% of visitors to FESPA Amsterdam 2024 were looking to invest in equipment in the following 12 months. Pair that with a key finding from the most recent FESPA Print Census that 55% of respondents want to enter new markets and expand their service and application offerings, and it paints a vivid picture of the desire to diversify.
With customer expectations rising and profit margins consistently under pressure, wide-format print businesses are increasingly looking for new ways to add value, win new customers, and remain competitive. Though diversification into new markets has a significant appeal, the risk factor can sometimes stop printers in their tracks. But diversifying doesn’t have to mean a complete change in direction. In fact, some of the most successful diversification strategies are those that build upon a business’s existing capabilities and customer base. For wide-format print businesses, exploring opportunities with direct-to-object printing can be a lucrative additional offering that sets them apart from their competition.
Thinking Beyond the Banner
Picture this scene where a wide-format print provider specialising in events has a customer who is planning an upcoming conference, for which they require banners, floor graphics, and signage. However, since these items are far from all the print that the customer requires to pull off a successful event, could there be an opportunity for the wide-format print provider to offer more?
By adding direct-to-object printing to their offering, event specialists can provide clients with branded items like reusable water bottles, coffee cups, tote bags, even customised candles. These products not only boost brand visibility but also help clients deliver a more cohesive, memorable experience. Whether it’s a sporting event, a corporate conference, a product launch, or any other kind of event, attendees are more likely to remember, and reuse, thoughtfully branded swag.
For print providers, this presents a valuable opportunity to upsell. Instead of stopping at signage, they can now say, ‘Would you like branded cups to go with that?’ It’s a simple step that enhances the customer relationship while unlocking new revenue from existing projects.
Diversification into DTO
Despite the complementary nature of applications for banners and signage, direct-to-object printing can sometimes seem like a daunting new market to enter, especially as wide format has seen commercial success. Luckily, the technology is more accessible than many may think. The Inkcups Helix digital cylinder printer is user-friendly, space-efficient, and requires minimal setup, serving as a perfect entry point for businesses that want to expand their services without overhauling their entire production floor.
The direct-to-object UV inkjet printing is ideal for shorter runs and personalised applications, serving as an ideal add-on for wide-format print products. As diversification isn’t just about adding products, but also about forging a deeper connection with customers, the Inkcups Helix technology will enable print businesses to evolve from being a mere supplier of one-off jobs to a trusted partner offering complete solutions for customer brands.
An Evolving, Innovative Technology
Direct-to-object print technology continues to offer a myriad of growth possibilities. One such is the Inkcups X5-T High Throw UV printer, which will be launched at this year’s FESPA in Berlin. The new technology expands the range of objects that can be printed on, accommodating items with more complex or taller shapes while maintaining print quality and precision.
This opens up even more application potential across sectors like packaging, gifting, industrial branding, and bespoke promotional goods. From cylindrical bottles and aluminium cans to custom gift boxes and high-end retail packaging, businesses can now offer truly differentiated products in smaller batches with fast turnarounds.
Adopting this new technology is more than an upsell opportunity. For wide-format printers, particularly those serving industries such as craft food and drink, cosmetics, and hospitality, DTO technology could represent an entirely new customer base. Independent brands and local producers often look for affordable ways to create personalised, premium packaging in small volumes, and direct-to-object printing could be the answer.
