Billboard Insider’s Dave Westburg moderated a panel titled All You Need to Know About Vinyl at last weeks IBO show. The panelists included Robert Arnold of Associated Posters, Alex Job OAI Visual Branding and Cody Golliher of Circle Graphics. Here are some excerpts from the discussion.
What is your turnaround time and what factors impact turnaround time.
Robert Arnold: Typical turn time is 2-3 days after approval. However, turn times vary in spring and fall when volume spikes. We have found that operators are ok with a turn of a week or less which gives us some room for error with a 2-3 day turn. There are special circumstances that come up and things like clients dragging their feet and approvals getting delayed so we also offer 24hr turns with no charge. This cannot always happen and that is why we are transparent with our scheduling and if we can make it happen, we will. We will not over promise and under deliver.
Alex Job: Turn time is typically 3 days out the door to assure that you can receive that service. We need proof approval by 1 p.m. of the day that you place your order. Factors which can delay executions are whether art files are formatted correctly, whether proofs are approved quickly and what are the shipping points.
Cody Golliher: Standard turnaround on bulletins and posters are 3 business days after proof approval. Complex wallscapes and transit are 4 business days after proof approval. We are continually trying to improve turnaround time with automation and are averaging ~2.5 days year to date. Clients impact turnaround if they delay submitting art and delay in approving proofs.
What trends are you seeing in how out of home companies use vinyl?
Robert Arnold: Biggest trend we are seeing operators converting some of their inventory into big spectaculars. Operators are taking double stacks and filling the gap to create one big spectacular. For example two 14’x48′ double stack panels quickly turn into a 30’x48′ bulletin. We see it a lot on units with large set backs converting a hard to read double stack into an easy to read spectacular.
Alex Job: A major trend we are seeing is the use of lighter weigbht vinyle. Clients are moving to 7oz
Cody Golliher: (1) Wallscapes have been a growth area at Circle and we’ve invested heavily at our Wooster, OH facility to produce the strongest welds, vivid color and “seamless-like” welds for paneled walls. (2) Poster panels being wrapped with vinyl (Premier Posters). (3) Shorter campaign buys. Not seeing a lot of 1+ year buys.
How long can vinyl be expected to last and what factors impact vinyl life?
Robert Arnold: Several factors impact vinyl life. Facing direction seems to be the biggest factor, east and west get hit hard with uv and tend to fade quicker. Our inks are designed withstand fade up to two years in these heavy uv circumstances but the limiting factor is the vinyl itself. UV breaks it down overtime and becomes brittle with age. This is why we warranty bulletins for one year and posters for 30-60 days depending on finishing and excluding acts of god.
Alex Job: If you rotate your 7 oz vinyl will be warranted for 6 months. Otherwise 1 year. 9 oz vinyl can be expected to last 12months. 13oz vinyl can be expected to last 12months. Sunshine has a huge impact on vinyl life. Fading is our number one issue in the Southeast. We have also had catastrophic weather conditions that have been challenging for the local operator.
Cody Golliher: 7 and 13oz vinyl bulletins have a 2 year warranty. Eco Flexx bulletins have a 1 year warranty
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