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Closing the Loop: Wide Format as a Sustainable Solution
As brands and consumers embrace the digital revolution, there is a cognitive dissonance surrounding wide format marketing and its place in business, retail, hospitality, and event solutions. Through the years, there have been varying opinions on whether going green by focusing more on digital mediums is the best path to sustainability. Unfortunately, when companies start making changes towards a more eco-friendly business environment, paper is often one of the first things to go. However, is this a sustainable strategy?
Under pressure to be good corporate citizens, companies and brands are now considering every facet of the products and campaigns they develop: the environmental footprint, the lifecycle analysis, and the selection of recyclable and post-consumer recycled material. Marketers may be under the impression that traditional, paper-based marketing mediums may not fit into their sustainability platforms. In actuality, print marketing collateral is recyclable, sustainable, attention-grabbing, and can even drive high numbers of impressions for online campaigns. In fact, in 2019, AF&PA reported that paper has a well-established worldwide recycling stream and can be recycled up to seven times in its life cycle.
With sustainability in mind, brand owners also face the growing challenge of creating eye-catching, impactful marketing campaigns across multiple channels, otherwise known as omni-channel marketing. As savvy marketers adjust to omni-channel expectations, they are discovering that consumers don’t shop on just one medium. Forrester estimates that 86% of U.S. retail sales still happen in brick-and-mortar stores. However, customer expectations for brick-and-mortar store experiences are evolving rapidly. According to Forrester, 53% of all purchase decisions are now digitally influenced. Confirming that consumers desire an integrated online and offline experience.
Beyond retail, marketers for hospitality, conventions, and event venues are also coordinating omni-channel marketing campaigns to create the ultimate experience for their guests. Every online detail from mobile point-of-sale to augmented reality must be considered to make the smartphone presence a seamless part of the customer experience. After booking hotel reservations or purchasing a pass online to attend a convention or event, guests now expect to arrive at their experience and feel the same connection with the brand in person. When a consumer moves from online to offline, the marketing collateral, advertising, and promotions have to be consistent. Stores, hotels, events, and conventions offer a way for brands to connect in person with consumers (and vice versa).
Wide format marketing is the welcome mat to the retail store, hotel, event, or convention; it’s the way that consumers instantly connect with and recognize brands. There’s a growing trend towards the use of designer commercial wall coverings, murals, and retail wall graphics. Wallcoverings create endless short and long term solutions for retail, hospitality, and conventions. Brands are using them to create the perfect backdrop or floor covering at event venues, as a display wrap for promotions and retail displays, for elevator signage, and even boarding ramp advertising at airlines and airport terminals. Wallcoverings are functional and flexible; they are also more sustainable than ever before.
The majority of Neenah’s wide format offering is recyclable, allowing marketers to change them out more often, guilt-free, to keep up with fast-paced omni-channel marketing campaigns. DigiScape® is a latex-saturated, non-woven wallcovering print media reinforced with synthetic fibers for strength and durability. DigiScape® is a superior alternative to PVC wall decor materials. Its environmentally responsible construction also supports two LEED credits. It is dimensionally stable and tear-resistant with a bright white surface, and it is available for both paste and pressure-sensitive (PSA) applications. It’s also available in four attention-grabbing finishes; canvas, matte, sand pebble, and weave.
Wide format is a blank canvas ready to accept beautiful graphics, floods of color, and a variety of printing and finishing techniques. Neenah has a sustainable wide format solution to take each unique design idea wherever it might lead. Neenah’s vast wide format offering includes paper-based solutions for indoor/outdoor signage, backlit displays, banners, floor graphics, point of purchase displays, and so much more.
Today’s marketers want it all—material beauty, environmental integrity, and performance. No one understands this more or has more experience in providing the products and services — the solutions — to help transform ideas into results than Neenah. Neenah takes this concept and personifies it in its latest Where Ideas Lead campaign.
Designers are creating it all; from packaging and business cards to wide format solutions for retail, hospitality, or convention environments. Neenah provides the products to help designers create the experience for each brand touchpoint.