Tuesday, 26 Feb 2013 17:11 GMT

Fastsigns drops potential bombshell on competition

With the commercial print sector continuing to remain pressured as digital platforms grow, one of the UK’s biggest sign company franchises, Fastsigns, has announced a major new initiative that will see it target beleaguered independent print business owners.

“We know that lots of printers would like to enter the signage and visual graphics market but find it difficult due a variety of reasons such as knowledge of the right equipment or marketing the products and services,” explains Fastsigns UK managing director, Garth Allison.

He adds: “Through our co-branding programme, independent print business owners have the opportunity to grow new, profitable revenue streams by diversifying with signage and visual graphics services, while still retaining their original business identity. Through the programme, independent operators have access to our proven track record and business model, including ongoing training and support.”

The move could see Fastsigns, which has 530 outlets worldwide, cement its global dominance in the sign franchise sector. Most significantly, the programme offers print business owners the opportunity to join the franchise at a, ‘significantly reduced investment’ and has seen large-scale success in the US were it was piloted in late 2012.

The move is part of a wider trend that has seen hundreds of UK print houses make the move into producing wide-format banners and textile graphics printing, as well as several moving to trade printing supply models.

We know that lots of printers would like to enter the signage and visual graphics market but find it difficult due a variety of reasons such as knowledge of the right equipment or marketing the products and services”

While good news for printers looking to diversify out of a saturated market, it will not be welcomed by the majority of sign-makers, with the potential for a flood of new competition coming into the market.
 
In a public statement, Fastsigns cited the case-study of franchise owner Bob Kromhaly, who after 30 years as a print business owner, co-branded in 2011 to become Fastsigns and Kromhaly’s Printing.

“Before joining Fastsigns, it would take us anywhere from a few months to a year to find the right equipment or software to invest in. Imagine consistently researching a heavy investment while staying on top of your everyday work—it’s a job in itself,” says Kromhaly.

He continues: “As we began moving our business into signage and visual graphics, we knew a lot of research was ahead of us. Luckily, we came across Fastsigns early on and saw that the value in the added support and expertise from the franchise was a better investment.”

The outcome of the new initiative remains to be seen, what is certain is that the news marks a major cross industry shift and one that may change the shape of things to come.

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