Course correction
It’s hard not to look back and reflect on the peak of the pandemic when lockdowns and empty high streets dominated headlines and peoples’ daily lives.
At one time households were only able to go outside for just an hour of exercise each day, ensuring they stayed at least two metres away from anyone else at one time. Shopping became an event that was either a way to leave the house, or an experience filled with sanitising, mask wearing, and safeguarding.
Despite the need for many of these measures and protocols to still be in place, our enhanced understanding of Covid-19 has meant we are less in the dark than before.
While it is strange to think back to March 2020, especially for those who experienced it during furlough, for many, work life resumed, in some cases busier than ever.
With the constant need for labels, packaging, signage, and instructional print (letters and leaflets were essential for informing the public about government guidelines), the print industry was crucial for the delivery of key services.
With some print-service-providers having to close their doors and others operating in new or in-demand areas, let’s look at some of the ways print businesses have diversified during the pandemic, and the feeling in the industry as we ease away from it.
Riding the storm
A large part of the pandemic saw print businesses have to close their doors depending on the services they provided. For businesses that offered solutions such as wide-format print for areas like the events and exhibition sectors, work immediately ceased as mass gatherings were not allowed for a lengthy period of time.
High street printers, and companies whose clients worked in areas like construction, education, and advertising saw work drastically alter as different industries and businesses closed.
But while many companies were forced to shut their doors, others continued to operate. When speaking to industry expert Shaun Holdom in 2021 at Drytac’s Academy in its European office, Holdom said: “The last 18 months for all of us, not just in business but personally too, has been a struggle. We have lived in a world which has been hit by a pandemic that has caused problems in any business.
“The pandemic saw us go through quite a few phases over the past 18 months. From the first lockdown we didn’t know if we would be open or not, but the government soon realised that print and graphics were a requirement, meaning key worker status for much of the industry.”
Holdom went on to speak about the “explosion” of floor graphics that filled public spaces as circles were used throughout the world to help direct people when navigating Covid-19.
Floor graphics surged in popularity during the pandemic due to social distancing rules
“As society started to open again, health and safety messages changed into subtle health and safety messaging, but also marketing messaging. As everything started to re-open, businesses were welcoming back customers, staff, and the general public by telling them they’re glad to have them back.”
Many printers and supply companies demonstrated their importance during the last three years, with the public becoming more aware than ever of print’s key role in everyday life.
Many printers and supply companies demonstrated their importance during the last three years, with the public becoming more aware than ever of print’s key role in everyday life”
A company like Drytac which already supplied wall and floor graphics to different sectors was also remarkably busy as the medical side of its business continued to produce adhesives used in surgeries and hospitals.
“The need for products like slip resistant laminates was huge, and I don’t think there’d be one supplier or competitor which hasn’t seen the same boom in requirement as Drytac has,” said Holdom.
When looking back at 2020 (arguably the most turbulent year of the pandemic) Graham Hunstone, managing director of print business Visual Print and Design, said: “I never thought some of the biggest sellers of the year were going to be floor stickers, hand sanitiser stations, and face masks, but as a business, you’ve got to adapt and innovate and even in the middle a pandemic, we got to celebrate some positives such as becoming an approved print and design supplier for six different local authorities and being named as a Crown Commercial Service approved supplier for Covid-19.”
Speaking a year later, Hunstone comments: “Writing down all the amazing things we’ve achieved over the last twelve months does put everything in perspective. I’d be lying if I said that Covid-19 didn’t cause us some headaches, but like a lot of businesses, we have continued to fight back. This is thanks to our wonderful, loyal customers and having such a great team behind us.”
Just as adhesives and the likes of wall, floor, and window graphics saw a huge boost in popularity, many printers found themselves adapting to be able to provide protective screens and PPE that all become vital during the peaks of Covid-19.
Once schools, universities, shops, and public places began to open, signage and graphics were essential for health and safety messages
Premier Paper, a supplier of printable media in the industry provided South Wales printer Lexon with enough 470mic gloss clear Viprint to create 10,000 protective visors for the NHS.
Speaking at the time, Premier’s marketing director, Dave Jones, said: “We are a key supply chain partner to the NHS, Government departments, pharmaceutical companies, police forces, local authorities, and the food packaging industry, where print media and paper-based systems are a critical part of their day-to-day operations.
“Maintaining our service levels is difficult in these uncertain times, however these difficulties pale into insignificance when compared to the work that is being done by our NHS staff. We are playing our small part in ensuring that the supply of paper and print media continues, but when the call came in from Lexon for direct support to help protect our NHS workers who are on the front line of fighting Covid-19, then we were delighted to be in the position to offer help.”
The last three years has also demonstrated the power of digital technology, with home working being more common than ever. Many providers of software and automation solutions bolstered their digital presence and digital communications.
Companies like Tharstern, Ricoh, and Loftware, just to name a few, offered digital events, videos, and webinars in order to communicate with existing and potential clients in new ways.
Associations and charities were also needed more than ever to offer support and wellbeing to their respective industries.
Managing director for FESPA UK Association, Suzi Wilkinson, says: “During the pandemic FESPA UK & FESPA Ltd offered our members webinars to help them adapt their businesses and keep up to date with changing markets.
“We held member group zoom calls so that our members could openly discuss the challenges they were facing, which we hoped would make them feel less alone and at one point we even went to a members facility and helped to make over 5,000 visors for care homes across the UK.”
Just as webinars and online communication has become key over the past few years, Wilkinson has also seen social media become even more relevant for companies to communicate.
“I think a lot of printers have really had to change the way they use social media and media marketing,” says Wilkinson. “Before the pandemic so many printers only did basic social media and marketing but that has changed massively over the past three years. Companies have really had to step up their game when it comes to shouting about what they do.”
Catalyst for change
The production of protective visors, sanitisation stations, and floor markings has shown how businesses have used their materials and suppliers to keep working despite the loss of many business revenues.
With the drastic changes in weather along with problems such as excessive waste and by-products, the last three years has led many businesses to up their commitments to the environment.
While masks and protective equipment helped significantly in protecting people from illnesses such as Covid-19, the counter problem was the increased waste created by these products.
Due to this and other crucial factors such as the new plastic packaging tax (PPT) many businesses have used the pandemic as an opportunity to diversify into greener solutions, and in many circumstances building the business on a green ethos.
Premier Paper is another example of a company which is able to help others in diversifying by suppling materials and solutions that match the trends and needs of the industry.
Demonstrating its commitment to education, Premier is hosting the sustainability area of the Diversification Zone at this year’s Print Show.
Marketing services manager at Premier, Brad Goldsmith, says: “The industry is very innovative as was demonstrated during the pandemic when many businesses including our own had to quickly adapt and rise to the challenge that faced us all.”
Like many issues currently facing consumers and businesses alike, sustainability was highlighted even more in the wake of the pandemic as everyone began to re-consider their impact on the planet as we saw the difference on our oceans and wildlife without excessive amounts of pollution and human intervention.
Businesses are now working to be carbon neutral/ negative to help offset their environmental impacts
“Another challenge that we all face is how to lessen our impact on the environment and become more sustainable.
“At Premier we are continually evaluating processes and practices whilst looking at new ways to make our business greener and offer our customers more sustainable options. As an industry if we all make some changes to be greener, whether big or small, we can make real difference.”
Goldsmith adds: “There is a growing demand for more recyclable products such as fibre-based and PVC-free materials. Premier now has an expanding portfolio of products to meet these demands that include products such as eTEC self-adhesive PVC-free PP film, which features a water-based adhesive that is free of volatile organic compounds (VOC), REACH compliant and B-s1, d0 fire rated.”
Commenting on the collaboration of different companies to meet new demands since the pandemic, Goldsmith also says: “Premier also recently announced our exclusive partnership with UK manufacturer Dufaylite whose Ultraboard is a fully recyclable, honeycomb-centred, FSC-certified fibre-based rigid display board. The unique and innovative design of Ultraboard, along with its strength and rigidity enable the production of some truly eye-catching and innovative projects.”
The importance of sustainability has been pinpointed in areas like the wide-format and signage sectors where businesses are producing more PVC and fabric alternatives than ever before.
New conversations around sustainability have been recognised by organisations such as Two Sides, as well as associations like FESPA UK.
Wilkinson says FESPA UK is encouraging companies to diversify in the future by growing green credentials: “Our waste management project encourages printers to have the conversation with their clients, about being responsible for their end of campaign waste.
“We look at the ways to dispose of waste, what alternatives there are to landfill, and what the cost is to become more environmentally friendly. Until the end-users get on board and demand accountability for their waste, it’s hard for printers to justify the extra cost of disposing of waste responsibly. A change is coming, and I believe it will be forced on printers and clients eventually, so those printers who make the effort to become more responsible now, will be ahead of the game.”
O Factoid: 2021 report from Smithers, The Future of Global Printing to 2026, predicted print and printed packaging value will grow from $799.6bn (£681bn) in 2016 to $834.2bn (£710.4bn) by 2026 O
Wilkinson believes it is crucial that suppliers open their doors more to customers and partners in order to truly feel like partnerships are working, especially after people were distanced and only communicating virtually for so long.
“Everyone wants more than ever to take unnecessary workloads out of their business, so providing learning opportunities and content at open houses is becoming very popular,” says Wilkinson.
Goldsmith agrees, adding: “Choice within product portfolios can help to inform and inspire customers to think differently about the media that they choose. If we combine this with a better industry education on environmental matters such as the methods and components involved in the products’ manufacturing, this can help to arm customers with the knowledge they need to make informed decisions.
“Improved support from suppliers can help customers to understand the full capabilities of products, helping them to achieve a new potential in their printed communications.”
New investments
While the last three years have been a difficult time for most in one shape or form, the pandemic has also meant businesses and individuals could use the lockdowns and quieter periods to expand, reinvest, and plan for the future.
Dufaylite was able to use large periods of time to invest in new equipment, reorganise its production facility, and get to work on opening its new Design Lab.
Leicester-based Flexpress took the time to refine its services and make investments it felt would better the business. At the time, managing director Steve Wenlock said: “We eliminated large-format work for example and began to invest in areas we felt could add more value without the need to increase our headcount.”
With the installation of new machines like folders, trimmers, and binders, Wenlock said the investment paid off as the company broke all previous turnover and profitability records.
While Flexpress knew its speciality was in books, booklets, and printed media like manuals, flyers, and leaflets, large-format companies have too stayed strong thanks to existing relationships and delayed investments.
Castleford-based wide-format company CSDPrint has expanded and invested £100,000 in new cutting and printing machines, after which sales rose by 30%.
Managing director for the company, Stephen Harrison, says: “We have been in business since 1987 and I’ve got to say the last few years have definitely been the most challenging.
“Like many in our sector we tried to adapt as quickly as possible to the impact of the pandemic but now we feel a definite stability returning to the market.”
Complementary machines such as cutters, engravers, and DTF printers have become far more popular over the past few years as printers look to diversify their solutions.
Bryan Jater, sales director at Trotec says the company has seen many of the ways printers are expanding and investing in new equipment due to the pandemic. “Trotec is a leading manufacturer of laser cutting, marking, and engraving machines. Traditionally serving the awards, trophies, and rubber stamp industries with laser engravers. Trotec’s technology has come a long way over the years and thanks to modern innovations, Trotec laser systems are now in common use within a wide range of industries including the print and display segments.”
Laser cutters are capable of cutting acrylic, personalising gifts, and making prototypes for packaging
Jater adds: “In recent years, we have been helping customers to learn and implement new applications for technology as they looked to ‘pivot’ their business or add new products and services to their ranges in response to market demands.
“Some print businesses have started to explore new products such as promotional merchandise, where a laser system is perfect for quickly adding an engraving to a blank product. Many print businesses are using laser cutting technology to digitally finish their printed products or to create prototypes for packaging as well as for short-run production, labelling, and much more.”
As mentioned previously by Wilkinson, open days and interactions are now a huge part of making customers feel connected and appreciated.
Covid-19 has expanded our horizons to what can be achieved online and remotely, while also allowing us to value in-person interactions. Not only is Trotec demonstrating this by exhibiting at this year’s Print Show by highlighting what can be achieved with its engraving section at the Diversification Zone, but also with its various other forms of interactions.
“We always encourage potential customers to come to one of our showrooms so they can get a good look at the huge number of samples we have produced. Inspiration is the key,” says Jater.
“Since lasers are such a versatile technology, we’re always experimenting with new materials and product trends, which we share with our customer base through our marketing campaigns. We have DIY tutorials that are available on our website to offer inspiration for businesses looking to expand or diversify their product ranges.
A laser cutter can cut and engrave a breadth of materials such as acrylic, plastic laminates, paper, cardboard, textiles, and wood
“In addition, as a UK-based team, we stay close to our customers to provide ongoing technical service and application support whenever it is needed. We encourage customers to speak to us if they’ve got some ideas but are not sure how to make it happen. This level of service is part of our business ethos, and we stand strongly beside our customers to help them to succeed and meet their goals.”
While it might be easy to bid farewell to the pandemic and the challenges it brought about, as we all know the ramifications of Covid and a huge slew of other global issues are constantly adding to the challenges we face.
While Covid-19 is still a very real threat, as well as the prospect of another epidemic/pandemic in the future, the past three years have demonstrated how businesses can diversify and eb and flow with the constant changes the world throws at us.
Whether it be new technology like engraving, sustainable solutions, or new ways to communicate with clients, printers are now in a better position due to the last three years to band together and strive for success, despite the difficulties that may try to block the way.
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