Indoor banner graphic for the CrossFit games

Three Innovations for Visual Advertising in 2018

JULY 28, 2018| SpeedPro

In the ever-evolving advertising landscape, businesses are always looking for new ways to stand out from the crowd and convey their messages in a quick, visual way.

Since visual content has such a significant impact on our lives – particularly when it comes to signage and advertisements – agile, wide-format printing solutions providers like SpeedPro dominate the industry.

From murals to decals and vehicle wraps, we’re constantly finding new ways to deliver immersive branding campaigns to accomplish clients’ objectives – whether it’s to engage audiences, drive sales or simply create a more exciting environment or experience.

For more than a decade, SpeedPro Madison franchisee Sean McCarthy has been delivering top-tier, comprehensive visual advertising strategies and campaigns to reach client objectives and surpass expectations.

With many high-profile business clients throughout Wisconsin, Sean’s recent standout experiences have been supplying all the graphics and signage for the Reebok Crossfit Games. He shares some of the latest trends he has noticed in recent years and the services and techniques for which he has continued to see a surge in demand.

Environmental Graphics and Experiential Design

Since 89 percent of consumers ignore ad content, businesses are constantly looking for ways to cut through the noise and give consumers a reason to pay attention to their promotional content. Cue experiential design. Experiential design and environmental graphics don’t just passively display or promote a product. They bring consumers in and share an interactive, immersive experience not easily ignored or forgotten.

From promoting a product or event to creating an engaging workplace and boosting employee retention rates, businesses leverage experiential design to accomplish diverse objectives. During the 2017 CrossFit Games, Sean transformed the city of Madison into a welcoming hub for athletes from around the world.

“The main objective behind our city-wide graphics during the Games was to make athletes and fans feel welcome in Madison,” Sean said. “Last year was the first year the Games were held outside of California, so we had to work a little harder to make Madison even more beautiful and welcoming as a host city.”

Sean and his team made hundreds of window graphics to put up around the city. They created and installed a wall mural for the Dane County airport, and they even made signs that could be seen on jet bridges; making their graphics the first things many athletes saw when flying in to Madison. Sean and his team also created a 45-foot tall graphic of a famous CrossFit athlete and installed it on the side of a large building on Capitol Square.

“Our client for the CrossFit Games also really wanted a 3D design, so we made a 3D sign to put up in the park,” Sean said. “It made a great photo opportunity, and in a 10-day period, nearly a thousand people had uploaded pictures of themselves with that sign on social media.”

Creative Places for Promotion

Alongside experiential and immersive design, Sean  also sees more and more businesses express an interest in putting marketing graphics in nontraditional spaces.

“Businesses are increasingly looking for ways to stand out and make an impact, and we’re doing a lot more creative work when it comes to wraps,” Sean said. “We’ll wrap everything from vehicles and trash cans to water fountains, benches, floors, ceilings and walls.”

Sean and his team are revving up for the 2018 Reebok CrossFit Games in August, and his strategy this year involves a lot of new public places to display his graphics.

“Finding these unique places to promote and advertise is incredibly effective,” Sean said. “They really generate a lot of buzz – no one tweets or posts about a billboard. Experiential graphics and wrapping different public areas shows people something new and interesting, and these graphics are much more likely to grab and keep people’s attention.”

Fabric over Panels

With increasing consumer interest in environmental impact and utilitarianism, Sean and his team are also noticing changing trends in trade show displays and other traditional advertising or promotional avenues.

“More and more businesses are using fabric signs over paneling, especially at trade shows,” Sean said. “Not only does it transport easier, it’s also much easier to install. Of course, we always take care of the installation, but for people whose signage or graphics company doesn’t do installation, fabric is a much easier route to take.”

Fabric and vinyl are also much more cost-effective and sustainable than paneling, plastic or poster board.

“Additionally, fabric just looks better, and you can get a lot of use out of it,” Sean said. “You can use fabric signs and displays for years without showing any wear and tear.”

Whatever your objectives are, your local SpeedPro can help you accomplish them. To receive a goal-driven, innovative graphics strategy and second-to-none visuals, find a SpeedPro studio near you.


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