Why do print service providers attend trade shows? Of course, there are any number of reasons, but let’s dig into some of the data a little. 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 Print Census from FESPA, 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. Diversification into new markets therefore has a significant appeal, however 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.             

Think beyond the banner 

Picture the scene: 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. Great! However, 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 when wide-format is your bread and butter. How on earth do you get started? Fortunately, the technology is more accessible than many may think. Inkcups’ Helix® direct-to-object technology 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. 

This kind of direct-to-object UV inkjet printing is a match made in heaven for shorter runs and personalised or customised applications, serving as an ideal add-on for wide-format print products. Diversification isn’t just about adding products; it’s about forging a deeper connection with your customers. For print businesses, this means evolving from being a supplier of one-off jobs to a trusted partner offering complete solutions for customer brands. 

Evolving and innovating 

Direct-to-object print technology is not standing still – the myriad of possibilities is continuing to grow. One standout example is Inkcups’ brand-new ‘high throw’ technology on the UV flatbed printer the X5-T, which will be launching at this year’s FESPA in Berlin. This development 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. 

This means 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, this 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. 

--- 

For those attending FESPA Berlin this year, there’s no better time to discover how direct-to-object printing can support your growth and diversification goals. Visit Inkcups in booth A50, Hall 27 to see our DTO product portfolio, arrange a demo, and talk to the experts on the Inkcups team about how your business could benefit.