There is more to PRINTING United Expo than just ink on paper. Two large exhibit halls allowed apparel and textile printing as well as UV print for promotional items to be displayed.
Both suppliers and distributors of promotional products attended the event. Some exhibited in booths while others strolled the show floor with other print buyers. Some companies were looking for new equipment to enhance their processes and products, while others were looking into what the end users wanted.
We spoke with some people in the promotional world, both on the distributor and supplier side. Sometimes we sat at cafe tables, other times at exhibit booths, to talk about what attracted them to the show. Also, they discussed where promotional products fit into the show. They also talked about what equipment or knowledge they were taking back to their company, and what the future holds for decorated merchandise.
Convergence
Print service providers have a unique position in the promotional products industry. They can use their print experience to become distributors of promotional items. It’s not that far to jump from print into promotional products like apparel and signage.
Alphabroder, based in Trevose (Pennsylvania), showcased both its apparel and hard goods divisions to educate the public about promotional products.
Mitchell Wilson is the business development ambassador at alphabroder. He said, “For apparel we have our own private brands, our fashion labels, and then the retail side of promotional products are evenly distributed.” We sell journals, pens and mugs. We do screen printing and embroidery as well as imprinting, pad printing, laser engraving, and other decorating on certain promotional products. We can help with decorating and also do wholesale for customers who want to decorate their own products.
Online Boom
The appeal to distributors, who are interested in a variety decorated products, resonated on the showfloor.
Jim Franklyn spoke about how internet demand has led to a rise in direct-to garment (DTG) and direct-to fabric (DTF), all of which were on display at the show.
Franklyn called it “interesting”, saying that the show personified the blurring lines between traditional business model: print and promotion, supplier and distributer. He also stated that he believes that internet shopping for promotional goods is encouraging more small orders.
Franklyn stated that many companies might have a large program but need smaller quantities and one-offs for a more micro type of event. “We are interested in DTF and UV DTF because we can offer these services to our customers. [offer] They provide full service.
He said that even ten years ago, many promotional product distributors would have avoided one-offs. But now, this is impossible to avoid thanks to the Internet and to competitors that allow buyers to purchase directly in small amounts.
Franklyn stated, “That is just part of the equation.” “A customer must be able order online, even if it’s just one shirt.
Face-to-Face interaction
As Franklyn pointed out, many attendees were either distributors, or perhaps print professionals, who wanted to know the easiest way to enter the promotional product industry. So, some suppliers set up exhibits that showed how products are decorated and how they fit into promotional campaigns.
Miles Wadsworth – the president of Logo Mats – walked us around his booth, explaining what they had to offer to attendees who walked by their colorful booth.
Better Decoration
One way that suppliers made use of the show was by investing in the latest print technology. There were many print companies on display and they demonstrated what they could do.
Rhonda Reilly was on the floor of Pilot Pen’s promotional products department looking for ways to upgrade Pilot’s UV digital machines.
She said, “I believe it’s going to be really beneficial for us because it will reduce our people’s time but increase our productivity.” “More importantly, that’s what we are looking for.”
Reilly claims that if Pilot invests in new decorating equipment, the distributor will be able to expect quicker turn-times thanks to increased print capacity.
“For distributors, we could turn around and meet rush order a little bit better and also provide a better quality imprint on the pen,” she added.
Matt Quinn of QUINN said that his main goal was to learn about the latest equipment, printing technologies, software management systems, and finishing systems for banners and flags. His list included laser cutters as well as finishing systems, software management programs, and sewing capabilities.
Quinn was compelled to travel from Pennsylvania to Atlanta, even though he says that he does not attend shows of this nature very often. Quinn is betting that his company will be able handle the future, since we have seen in the past few years how quickly major changes can occur.
He said, “I’m here because I believe 2024 will be a tough year in the industry and nationwide with all the things going on around the world. I like to do what’s the opposite.” “I really like to invest in my business and do more. When COVID hit and everyone was scaling down, I pumped in a lot of money and invested in the company. This included hiring people and looking for new equipment. This is why I am here. [to do.] I don’t attend many of the shows myself. I have friends who go. I’m in this room because I need to make a decision.”