Good riddance 2020! It was a long and tragic year. Finally, the vaccines are underway and all the “Hindsight is 20/20” memes seem to have run their course. While things are still not back to normal, here are some insights about how we spent the last year.
Signing Up for the Long Haul…Our wide format and sign division has been the busiest part of our operation during the pandemic. Why? Because wide format printing is a go-to choice for communicators. The vast number of textures, finishes and applications and the endless variety of custom shapes and sizes make communication easy. Our clients were able to find many ways to connect with customers, employees and the general public.
But what were all these people printing? At first, we were producing mainly safety graphics and informational signs. Our customers used floor graphics, wall graphics, elevator wraps, banners and even outdoor yard signs. The main message was safety and the need for masks and social distancing. Over time, they added traditional mailings, brochures and post cards to their communication efforts. And while we stayed busy with everyday work we also produced some out-of-the-ordinary products. (Can you say “disposable face shields?”)
Many businesses were not fortunate enough to survive the start of the pandemic. Those who survived eventually started to prepare for the possibility of re-opening. As an example, a few customers added new and updated wraps to their vehicles. Some replaced cut vinyl window graphics and logo applications. Some spent their budget on direct mail marketing to stay in touch with customers and prospects. Still others used vinyl and mesh banners to say “We’re Open!”.
We even had a few customers who had the misfortune of launching businesses as the pandemic started. Instead of quitting, they continued to build out their facilities. For some, we printed wall murals, window graphics, construction fence banners, and directional and wayfinding signage. For others, we printed traditional marketing pieces like business cards, letterhead and brochures.
In good times, but particularly in bad times, people need to communicate. A key takeaway has been that it takes more than digital messaging to communicate and promote messaging workload. In any crisis it pays to use all the tools available.
G.Sodano
