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KEY TO SUCCESS

 

Company: ColorImage, The Graphic Source, Wise Signs

 

Project: Printable magnets

 

Key to success: Offer magnets as an affordable and effective alternative to more permanent sign systems.

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This magnet was printed by a Durst Rho 800 on Adams Magnetic Products sheeting. All photos courtesy of The Graphic Source, Fairfax, Calif.

Magnets are easily changeable and require no installation fees, which can be very attractive to clients who can’t afford murals, vehicle wraps or lettering.

When your client is looking for an inexpensive way to advertise or strengthen branding, magnets are an ideal option. Magnets can be produced with cut vinyl or directly printed, which means most sign and digital graphic shops are already in a position to offer this application. And many sign and digital graphics shops are successfully incorporated magnets into their product lines. 

 

MAGNETS OFFER MESSAGE FLEXIBILITY

When ColorImage, Chicago, first opened in 1985, it primarily worked as an advertising provider for Marlboro, but as the tobacco industry began to fade, ColorImage found ways to reinvent itself, says account executive Mickey Krimsin. 

 

“We branched out into other applications,” Krimsin explains. “That’s where we’re at now. Trade show exhibits, retail displays—things of that nature are common service offerings.”

Eventually, ColorImage began to make magnets, Krimsin recalls, which is an application that came easily. In fact, most clients directly contacted ColorImage for magnets, requiring a minimal marketing effort. 

 

“We didn’t pursue it,” Krimsin reflects. “People are calling and asking for magnets. The magnet work just came to us, so we tested some materials, ran them through the inkjet printer, found that we could do it and began offering magnets as a product.”

 

Since providing magnets, Krimsin finds clients who are regularly changing their messages are especially ideal for this application. Some of these clients include restaurants, trade show exhibitors, advertising agencies, parking garages and retail outlets. And unlike some signage applications, magnets are a low-maintenance, cost-effective option. 

 

“Magnets are great when people want to interchange messages,” Krimsin says. “Simply peel off the magnet, and you’re ready for a new message. When there’s a new product, special sale or introduction, your clients can get the message out quickly and without an extra installation cost.”

 

When creating magnets, do not use overly thick material, as some routers may have problems cutting through the substrate, Krimsin advises. Most applications do not need magnetic material any thicker than 1/8", though you should examine its placement. For instance, outdoor magnets require a stronger substrate that does not blow off in the wind, but indoor applications work well with thinner materials. 

 

Magnets may not be a primary product offered by ColorImage, Krimsin says, but they are a complementary component of ColorImage’s display and advertising business. Magnets are used with others types of signage to provide clients with an updateable option for maximizing their branding messages. 

 

FINDING RETAIL SOLUTIONS

For the past 15 years, The Graphic Source, Fairfax, Calif., has operated as a retail marketing firm, providing creative branding, custom displays, graphic fixtures, print production and promotional products. But, over the last couple of years, digital printing has become increasingly popular and found its way into The Graphic Source’s service offering, says Chris Lopin, owner of The Graphic Source. 

“Direct digital printing is more eco friendly, has a consistent good look and allows us to produce projects a little more expeditiously, so we can get the message to market quicker,” Lopin asserts. 

 

With The Graphic Source’s digital printing capabilities, it now offers graphic magnets to enhance retail displays, Lopin says. Magnets are lightweight, easy to change and can be reused, which are especially practical for clients who frequently update their messages.

 

“You pay for magnets once, and you get to use them multiples times,” Lopin explains. “Maybe today’s message is 30 percent off and tomorrow’s is buy one, get one free. With magnets, your messaging is always current.”

 

In addition to digitally printed applications, The Graphic Source also uses magnets for product board displays in retail settings, Lopin notes. Williams-Sonoma, for instance, currently employs this method but previously attached its consumables to product boards by glue. However, after Williams-Sonoma switched to The Graphic Source’s unit, they found it to be a more convenient and economical option. 

“By developing a particular board with a thin metal sheet under it and a durable vinyl that matches the interior wood look, they can now reset products at their whim,” Lopin states. “It saves about a quarter of a million dollars a year.”

 

Magnets are also financially appealing to many of The Graphic Source’s clients because their shipping costs are reduced, Lopin says. With magnets, The Graphic Source can better serve its clients, as a greater investment can be dedicated to branding messages.  

 

“When you start producing 10-foot-by-10-foot panels and then ship them around the country, it gets pretty expensive,” Lopin explains. “You end up spending most of your budget with UPS and FedEx, as opposed to getting the maximum impact from your display.”

 

According to Lopin, The Graphic Source offers approximately 200 substrates, but each month, the requests for magnets continue to grow. Retailers are increasingly understanding the benefits of magnets and adding this application into outlets to strengthen their brands. 

 

MAGNETS FOR VEHICLES

In 1982, Wise Signs, Reading, Pa., entered the sign business when vehicle lettering and signs were all hand painted, partner Gene Wise says. In fact, when Wise Signs first fabricated magnets, even they were hand painted. But, like other sign applications, Wise Signs adopted new technology and began printing magnets in a more efficient manner. Now Wise Signs either prints to cut vinyl, which is then applied to the magnet, or it directly prints to the magnetic substrate with its new flatbed printer. 

 

Wise finds the flatbed printer has especially helped with printing magnets. Since the flatbed printer purchase, Wise Signs has increased efficiency and cut production costs. 

 

“You cut the piece of magnetic the size you need it, put it on a flatbed, and the whole thing is printed in about five to seven minutes—and you’re done,” Wise says. “You don’t have to laminate. It saves a lot in materials, time and aggravation, and it’s the least expensive way for us to make magnets now.”

Vehicle magnets are a popular application, especially for clients on a tight budget, Wise says. Full vehicle lettering and wraps are expensive, but magnets still allow for on-the-go advertising—just at a much cheaper rate. Often clients who fit this model include new independent sales consultants for companies such as Avon.

 

“They tend to be a little ‘iffy’ in business and may not know if it’s going to work out,” Wise explains. “It’s the guy who doesn’t have a lot of money, and he can’t afford to letter his whole truck, so he’s getting magnets instead.” 

 

Magnets are also popular among independent sales consultants because they can operate their vehicles for both professional and personal uses, Wise notes. With magnets, clients can advertise on their vehicles during business hours and then simply remove the graphics when they’re off the clock. 

 

“They use their vehicles to do business, but they’re also using those same vehicles to go to church or go to the store,” Wise explains. “Not everyone wants those messages on their personal vehicles all the time.” 

 

Before creating a magnet, Wise suggests asking clients if their vehicles have ever been in an accident. Many sign shops forget this minor detail, but it may determine whether the magnet adheres to the vehicle. In one case, Wise had a client who ordered a magnet, but it would only cling to one door. After a little probing, he discovered the door was in an accident and covered in so much Bondo that the magnet would not stick. 

 

In the future, Wise believes magnets will continue to play a role in the signage industry. 

“Magnets are always going to be around, and as long as they keep making magnetic material, there’s always going to be a call for it,” Wise says.