Service Graphics managing director Nick Cole and Creo Retail Marketing sales director Neil Johnson both agreed that key to success in the field were added-value services and a consultative approach to establishing and meeting customers’ needs.

Cole also highlighted that, while business conditions felt more positive than they had for a couple of years, in reality, the situation was only returning to the norm prior to the recession.

He said that, while budgets were starting to return, they were often for last-minute, ad-hoc and local projects, which meant businesses had to be extremely reactive. Increased spending on events as part of the marketing mix was, he claimed, likely to benefit wide-format print over other sectors. He also touched on the dangers of reduced public sector spending.

However, overall, he explained that, based on recent increased activities around the World Cup, he expected the sector to benefit from the 2012 Olympics, but that was dependent on thinking beyond working directly for the Olympic organisers and looking to help brands in the marketing campaigns tied in to the games.

Johnson highlighted the need to deliver customers with solutions that met their marketing and sustainability requirements, while minimising the time they needed to consider their print requirements. He suggested working to address "time pad pressure" and also to consider how to 'wow' clients.

"Give ideas to your clients that can make them look great to those inside their business," he advised.

He cited the example of one Creo client in the entertainment sector who signed off a pan-European point-of-sale campaign with the word "wow", after the company erected a prototype unit in their reception.

Procurement consultant Nancy Rothery advised printers to understand the needs of different stakeholders and to tailor their approach to meet their needs based on whether they were in a marketing or procurement function and their level of understanding of the print process.

All three debated with the audience the importance of understanding client’s businesses before making an approach and of working with them in their preferred manner, whether that was directly, or via a trusted third party.

The event, which was supported by wide-format supplier HP, was held at PrintWeek’s Hammersmith, London, offices on Thursday (8 July).