In an era defined by rapid digital transformation and shifting consumer demands, the wide-format printing industry stands at a pivotal crossroads. For many print service providers (PSPs), the equipment sitting on their production floor represents more than just a tool for posters and signage—it represents an underutilized engine for business growth. On Thursday, September 10, 2026, at 2:00 PM ET, an expert panel of industry leaders will convene for an exclusive, complimentary webinar titled "Industry Trends: Unlock New Wide-Format Applications."
This session is designed to move beyond the technical specifications of machinery and focus on the strategic imperative of diversification. By analyzing current market trajectories and providing actionable "how-to" guidance, this event aims to empower shops to maximize their existing assets and capture untapped revenue in an increasingly competitive marketplace.
The State of the Industry: Why Diversification is Non-Negotiable
The modern print landscape is no longer about simply offering high-quality output; it is about providing holistic solutions. Industry analysts suggest that shops that fail to diversify their service offerings risk stagnation.
Lisa Cross, Principal Analyst at Alliance Insights, will lead the conversation by presenting a comprehensive "State of the Industry" breakdown. This segment will explore the macroeconomic factors influencing print demand, the evolving expectations of corporate buyers, and the critical data points that signal where future growth lies.
The narrative is clear: the businesses capturing the most significant market share today are those that have successfully pivoted from being "commodity print shops" to "specialized service providers." By integrating diverse applications—ranging from interior décor and architectural graphics to custom retail displays and industrial labeling—PSPs can transition from a transactional relationship with their clients to a consultative partnership.
The "How-To" of Operational Efficiency: Maximizing ROI
One of the most compelling aspects of the upcoming webinar is its focus on extracting maximum value from current equipment. Many shop owners operate under the assumption that growth requires significant capital expenditure. However, the panel, which includes Bill Farquharson of The Sales Vault, Seth Austin of Craft Signs and Specialty Printing, and Gene Hamzhie of FireSprint, will argue that the most profitable applications often lie in the creative repurposing of existing hardware.
Strategic Utilization of Existing Assets
The panel will address the common phenomenon of "untapped capacity." Many shops dedicate 80% of their print volume to 20% of their machine’s capabilities. By experimenting with substrates, textures, and finishing techniques that the equipment is already capable of handling, printers can enter niche markets without the burden of additional debt or training on new, complex machinery.
Bridging the Gap Between Sales and Production
Bill Farquharson, a renowned authority on print sales strategies, will provide a roadmap for sales teams to identify new opportunities. The challenge for many shops is not the lack of capability, but the lack of communication between the production floor and the client-facing sales force. Farquharson’s insights will focus on how to train sales representatives to recognize the "hidden needs" of current customers—needs that can be met by the shop’s existing wide-format printers.
Expert Perspectives: The Panelists
The strength of this webinar lies in the depth of experience represented by its participants. Each speaker brings a unique perspective on the intersection of technology, business development, and market analysis:
- Bill Farquharson (The Sales Vault): A veteran in print sales training, Farquharson focuses on the "human element" of business growth.
- Seth Austin (Craft Signs and Specialty Printing): Austin provides a practitioner’s view, offering real-world case studies on how to balance high-volume production with custom specialty work.
- Gene Hamzhie (FireSprint): As a leader in a fast-paced printing environment, Hamzhie brings expertise in scaling production and maintaining quality while diversifying output.
- Lisa Cross (Alliance Insights): Cross serves as the data anchor, providing the market intelligence necessary to make informed strategic decisions.
- Ashley Roberts (Content Director, Printing Impressions): Roberts will moderate the discussion, ensuring that the dialogue remains focused on actionable takeaways for the audience.
Supporting Data and Market Trends
The drive toward wide-format diversification is supported by shifting trends in retail, hospitality, and corporate branding. According to recent industry reports, the demand for "experience-based" printing—where graphics are used to create immersive environments rather than just providing information—has seen a consistent year-over-year increase.
- Retail Reimagined: Brick-and-mortar stores are utilizing wide-format graphics to compete with online shopping, investing heavily in high-impact, seasonal, and interactive signage.
- Interior Décor: The rise of custom-printed wallcoverings, window films, and floor graphics has opened a lucrative B2B segment that offers higher margins than traditional signage.
- Sustainability as a Service: Clients are increasingly demanding eco-friendly substrates and sustainable ink sets. Shops that have integrated these into their workflow are finding a competitive advantage in securing corporate contracts.
The webinar will dive into these specific verticals, explaining the technical requirements and the sales pitch necessary to break into these sectors.
Implications for the Future of Print Shops
The implications of this shift toward a "multi-application" model are profound. For a print shop, the ability to pivot is the difference between surviving and thriving.
Risk Mitigation
By serving a diverse array of industries, a shop insulates itself from the volatility of any single sector. If retail demand dips, the demand for industrial labeling or interior décor may fill the gap. This diversification strategy is the hallmark of a resilient business model.
Strengthening Customer Retention
When a shop provides a wider variety of applications, they become "sticky" to their clients. A customer who relies on a shop for both their high-end retail displays and their office safety signage is far less likely to switch to a competitor based on marginal price differences. The depth of the relationship creates a moat around the business.
Operational Longevity
Finally, the webinar will touch upon the importance of future-proofing the production floor. Even if a shop is not ready to purchase new hardware today, understanding the trajectory of wide-format technology allows owners to make better decisions regarding future equipment acquisitions and software investments.
How to Attend and Participate
This session is presented as a sponsored, comprehensive professional development opportunity. Registration is open to all industry professionals, and the event will be held on Thursday, September 10, 2026, at 2:00 PM ET.
Attendees are encouraged to come prepared with questions regarding their specific production challenges. As the industry continues to evolve, the ability to ask the right questions—and to act on the answers—will be the defining factor for success in the coming decade.
Registration Details
- Date: Thursday, September 10, 2026
- Time: 2:00 PM ET / 11:00 AM PT
- Duration: 60 Minutes
- Cost: Free
- Registration Link: Interested parties should visit the event registration portal to secure their spot.
Note: By registering for this event, participants will also receive a subscription to the Wide-Format Impressions Newsletter, ensuring continued access to industry news and educational content long after the webinar concludes. Attendees should ensure that Javascript and Cookies are enabled on their browsers to facilitate a smooth streaming experience.
For any technical inquiries or questions regarding the content of the webinar, attendees are encouraged to contact the organizers directly at (215) 238-5300. This event represents a unique opportunity to gain a competitive edge, refine operational strategies, and ultimately transform the wide-format printer from a machine into a primary driver of corporate profitability.
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