In New York, Graphic Systems Group is aggressively pursuing the “de-coupling” trend.
One area in which GSG has seen substantial growth of late are the realms of out-of-home and point-of-purchase. His clients, both brand owners and agencies alike, seem to be re-discovering the marketing tactic after years of having shifted their focus to the Web.
“I’d say about 30 to 40 percent of our business today is P-O-P/out-of-home, and it’s definitely growing,” says Madsen. “What happened with marketers is they pushed a ton of money to digital – when I say digital, I mean Web – and they were pushing it there because they needed to get into that space. A lot of those dollars at that time went away from out-of-home, and P-O-P, and P-O-S, and even packaging.”
But it’s a trend that seems to have reversed itself in the last two or three years, by Madsen’s measure.
“I’d say today that out-of-home is definitely coming back,” he says, particularly among the companies that shifted the bulk of their resources and marketing dollars to the Internet. “The metrics came back and those companies said, ‘Wait a minute! Where is the impact?’ Especially when they saw that some of their competitors – people that were smart – who worked on refreshing the packaging on the shelf instead of worrying about digital. It was a big differentiator, they got huge results and sales went up.”
Those companies that had shifted their focus to online campaigns are playing catch-up now and the result, says Madsen, is a renewed focus on reaching customers at the store level. This spells money – and lots of work – for GSG.
“These same companies realized, ‘Wait a minute, we’ve got to refresh our P-O-P and P-O-S because that’s where all our competitors went when we were going digital,” explains Madsen. “What they lost sight of, and what they’ve got to remember is this: people still touch the package, and they’re still going to look at a P-O-P and a P-O-S.”
Hitting One Out of the Park
As noted in the main text, wide-format printing is just a slice of GSG’s service offerings, but that doesn’t stop the company from making a giant splash with every project it produces. A perfect example of the team’s creativity and versatility – including wall and window graphics and other printed and die-cut vinyl – can be seen in its recent work for Major League Baseball’s Fan Cave in New York City.