Welcome to the June/July issue of Digital Image Magazine.
What a show! PacPrint 2025 brought the full force of our industry’s creativity, innovation, and community spirit to the floor. As the Southern Hemisphere’s premier print, sign, display, and graphics exhibition, it delivered an unforgettable four days of connection, conversation, and forward momentum.
The buzz on the show floor translated into results, too, with several significant purchases concluded and announced during the show and strong leads reported across the board. Exhibitors consistently praised the quality of conversations, the visitors’ readiness to invest, and the genuine sense of optimism in the air.
In this issue, we look at the PacPrint highlights, the innovations that turned heads, and the collaborations that stood out. There were many Australian debuts, ranging from new printers to the latest innovations
in sustainable media and materials, as well as new applications; it was a whirlwind of activity from start to finish.
Also, in this issue, learn how Briner Signs leveraged technology to expand during the digitisation of the Australian Real Estate industry, and our resident Meta Advertising expert, Cass Theodore, gives us a detailed look at the latest breaking changes coming to Meta as the company rolls out AI-powered targeting. It includes a checklist of questions to help you navigate the change.
As always, for all the industry coverage and latest news, visit imagemagazine.com.au and sign up for our newsletter. You can also follow us on social media @imagemaganz .
Stephanie Editor
Technology in Motion: PacPrint 2025 Delivers
Held over four days in May, PacPrint 2025 and Visual Impact Sydney drew thousands to Sydney Showground, offering a dynamic platform for technology showcases, hands-on demonstrations, and industry reconnection. With over 100 exhibitors presenting solutions across wide format, signage, textiles, labels and packaging there were many products making their Australian debut, and an inspiring range of new applications and revenue generating ideas.
STAND HIGHLIGHTS
Occupying a central footprint as a Platinum Sponsor, Roland DG Australia presented a comprehensive production suite anchored by newly released TrueVIS XP-640 which recently won a 2025 BLI (Buyers Lab) Pick Award in the category ‘Outstanding Gamut Expansion EcoSolvent / Latex 54”/64” Printer.
Avery Dennison brought innovation and community spirit to the floor with the debut of its DOL 1400 Max Series, a premium overlaminate range, and the three-day WRAPBATTLE competition. Explore the Avery Dennison showcase in this issue’s cover story on page 6.
Epson had something for everyone with the new SureColor S9160 with its new wider ink gamut including green and opaque white; and the SureColor S8160 for uninterrupted high-volume production making their Australian debut. There was an emphasis on new revenue opportunities through its comprehensive range of printers enabling short run personalisation.
Spicers curated a multi-experience destination across two stands, with zones dedicated to architectural finishes, highend photo papers, and live equipment demonstrations on a Mimaki UCJV330-160 and a Roland TY-300. Their Environs range was also prominently displayed, reflecting their ongoing focus on sustainability.
Currie Group showcased the Canon Colorado M-Series as part of its “Business in a Box” concept, highlighting its automation features, matte-to-gloss transitions, and media versatility. ImageBox Group were so impressed with the showcase that they bought one after coming to the show without any intent to purchase.
Celmac celebrated 30 years in the industry with a substantial showcase that included the HP Latex R530, the Epson SC9160, a nextgeneration Roland DG Dimense in a “secret room,” and newly formed partnerships with UK DTF brand Resolute and US Adhesive Film manufacturer Jessup.
GJS Australia launched the ROQ IMPRESS automatic DTF heat transfer press, with integrated ROQ FEED and ROQ PEEL, showcasing a complete high-speed, highvolume DTF production system. The first system sold in Australia was announced on the stand, with Ministry of Shirts snapping up the 8-platen system.
Orafol showcased the ORALITE Eco Traffic Printer, a dedicated solution for producing temporary and permanent signage for road safety. Based on a Roland solvent printer, this system utilises a specially formulated ORALITE 5017 CMYKR ink system.
Fujifilm announced its partnership with Vivid Laminating Technologies, becoming the first authorised distributor of Vivid’s VeloBlade Nexus and VeloBlade Volta digital die-cutting systems in the Asia Pacific region. On day two of the show, Officeworks purchased three VeloBlade Volta solutions.
Smartech debuted the Jwei SG-1625 flatbed cutter, featuring an auto tool changer for knife/router switching. Positioned midrange, it expands Smartech’s finishing lineup with robust automation capability.
HP occupied an expansive stand near the front entrance, featuring multiple Latex system demonstrations and a bank of interactive displays showcasing their new printOS. The latest generation of Latex wideformat printers, including the HP Latex R530, L730 and L830, made their Australian debut.
All printers are also EPEAT Climate+ certified. Mutoh Australia introduced the HA-1642 HydrAton with ‘Aquafuze’ water-based UV ink, its Australian debut. Other displays included award-winning UV Direct-to-Object printers and eco-solvent systems, which offered practical demonstrations on-site.
Rollover Applicator tables were displayed, including the compact Flexi 1510, the midrange Flexi 336, and the wide-format Classic 4000mm x 1700mm. International Sales Director Dorothe Schjødt provided product insights during live demos daily.
Pozitive showcased the new swissQprint Nyala 5, for the first time in Australia. The new series introduces a redesigned platform that includes a new chassi, electronics, and software. The Nyala 5 is part of swissQprint’s Generation 5 series, which also includes the Impala 5 and Kudu models.
Mimaki debuted the UJV300-DTF-75, a Roll-to-Roll UV Direct to Film(DTF) printer that enables decoration of both curved or rigid surfaces with full-colour, highdefinition graphics, providing revenue growth opportunities.
CAPTURING MOMENTUM
Beyond the equipment, exhibitors reported a shift in conversations: more focused and implementation-ready, with many hosting experts from around the globe who could answer technical questions on their stands. This, coupled with live jobs running across the floor, made PacPrint 2025 a show geared towards production realities, strategic decisions, and signing deals. The show served as a critical touchpoint in the sector’s continued evolution. Stay with us, as we review the debuts, technology demonstrations, and standout collaborations.
New Solutions and Community Spirit with Avery Dennison at PacPrint 2025
Avery Dennison took every opportunity at PacPrint 2025 to show how innovation and handson engagement can drive real impact in the print, sign, and graphics industries.
The stand was more than a product display; the company used its presence to highlight quality materials and give practical demonstrations. It also unveiled cutting-edge products and fostered connections through creative competitions and collaborations.
Avery Dennison showcased its full Supreme Wrapping Film portfolio throughout the exhibition, attracting professionals from Australia, New Zealand, and the Asia-Pacific region.
Another successful activity on the stand was the three-day WRAPBATTLE Competition. Over thirty wrap professionals participated, showcasing their wrapping skills and creative techniques. After an intense and inspiring competition, Jordan Amos from Bailey Print Group emerged as the winner, epitomising the skill and craftsmanship that define the vibrant wrap community.
PacPrint 2025 marked the grand debut of Avery Dennison’s Premium Digital Overlaminate range, the DOL 1400 Max Series. Available in Gloss, Matte, and what the company calls “a stunning Satin finish”, the new series has elevated the durability and performance of overlaminates in the market.
Daily live demonstrations of the innovative product took place, as a BMW i8 vehicle was wrapped in the brand-new Satin finish, paired with Avery Dennison’s 1105 film. This demonstration, led by the talented teams at WrapStyle Sydney and Bailey Print Group, captivated onlookers and highlighted the precision and craft achievable with Avery Dennison’s solutions. Experts were on hand to offer insights and answer questions for visitors and observers who gathered to watch the demonstrations.
Stand-out features of the DOL 1400 Max Series:
• Enhanced Longevity: Up to 7 years of vertical and 2 years of horizontal durability (Zone 1).
• Superior Conformability: Designed to handle irregular substrates with ease.
• Enhanced Image Depth: Amplifies colour vibrancy and image clarity.
• Outstanding Outdoor Performance: Built to endure the elements while maintaining its superior dimensional stability.
Avery Dennison Wrap Battle WinnerJordon Amos from Bailey Print Garage
Whether working with Gloss (DOL 1460 MAX), Satin (DOL 1470 MAX), or Matte (DOL 1480 MAX) finishes, the DOL 1400 Max Series guarantees unmatched quality and versatility for even the most demanding graphic applications.
Avery Dennison’s presence at the show fostered industry connections; from the WRAPBATTLE to its live demonstrations, the team created an inclusive space for sharing ideas and expertise.
WrapStyle Sydney and Bailey Print Group supported the team in elevating the booth experience and inspiring the audience with impeccable wrapping techniques; the company notes its deep appreciation to both for their “extraordinary support” throughout the show.
Strong engagement at PacPrint 2025 in Sydney, combined with the DOL 1400 Max Series launch and crowd-drawing initiatives like WRAPBATTLE, highlighted Avery Dennison’s continued focus on innovation and performance. Drawing on its longstanding strengths in technical precision and creative application, the company remains a key player in shaping the industry’s future.
Visit the Avery Dennison website to learn more about the DOL 1400 Max Series or to find out how Avery Dennison can elevate your graphic solutions.
‘True Vision’ on display at PacPrint with expanded Roland DG TrueVIS range
There was a tangible sense of pride pervading through Roland DG’s PacPrint stand as its team of experts basked in the praise circling the continued development of Roland DG’s TrueVIS printer range.
At the start of the show, Toru Yamauchi, Director and Head of APAC/ Japan at Keypoint Intelligence, made the trip to Sydney to formally present Roland DG Australia Managing Director John Wall with the 2025 BLI Pick Award, recognising the TrueVIS XP-640 inkjet printer in the category ‘Outstanding Gamut Expansion Eco-Solvent / Latex 54”/64” Printer’.
The judging panel described the printer as ‘setting a new standard’ in wide-format print quality. It cited its exceptional contrasts, vivid colours, and smooth gradations, stating that its ‘wide colour gamut and colour reproduction exceeded all other printers we tested’.
But by the end of the show, all attention had turned to the new TrueVIS XG-640 64-inch eco-solvent inkjet printer/cutter. Roland DG Product & Marketing Manager Greg Stone says: “The XG-640 builds on the legacy of our original - world-first - integrated Print & Cut innovation, which enables users to keep their printer running at full throttle whilst simultaneously combining high-quality printing with automatic precision cutting in one device.”
“Put simply, this is our fastest printer/cutter ever, and it enables the seamless, automated production of a wide variety of uniquely shaped applications, including stickers, labels, and apparel decorations, so it offers customers a strong competitive edge.”
NEXT GENERATION
Reflecting on Roland DG’s presence at PacPrint overall, Stone notes: “We don’t sell directly ourselves, but we had all our key distributors at the show, so it was important for us to be there in the background, not just to showcase our technology, but to have product experts on hand to assist with any technical questions or user demonstrations.”
One prime example of this was the presence of Conrad Birkett, Global Manager, Strategic Partnerships New Business Planning Office, Research & Development (Japan) at Roland DG, who shared much of his time between the Roland DG and Celmac stands.
Initially shrouded in secrecy and open for private walk-throughs of the tech only, Celmac eventually opened the doors of its ‘inside room’ to reveal a first-in-Australia glimpse of the next-generation Roland DG DA-640 Dimense printer.
Unlike its predecessor, which was developed before Roland DG’s merger with Dimense and limited to printing only on proprietary dimensional media, the new enhanced structural inkjet printer has been built entirely on a Roland DG engine. It supports a broader range of substrates, including non-dimensional materials.
This is made possible by the integration of Roland DG’s resinbased ink technology alongside the structural ink, allowing users to print both textured and flat applications on a single device.
The printer is also significantly smaller, more energy-efficient, and lower maintenance than its predecessor, and is compatible with the Versaworks RIP and an expanded range of specialist media.
“Roland DG’s engineering is definitely the value-add in all our solutions,” says Stone. “Our motivation is borne out of listening to what the end customers of our products need, understanding how they use the products and what is important to them, and what adds value to their operations.”
Toru Yamauchi, Keypoint Intelligence, and John Wall, Roland DG Australia
“Business in a Box” – the Canon Colorado M-series at PacPrint 2025
Currie Group made a bold statement at PacPrint 2025 with a standalone showcase of the Canon Colorado M-series, presented under the “Business in a Box” concept. The minimalist setup featured a live demonstration of Canon’s UVgel technology, with the M5W model producing wide-format applications unattended, highlighting its automation, media versatility, and low-maintenance design.
Paul Whitehead Business Unit Manager –Sign & Display, Currie Group explains the intent behind the concept, “The Colorado did the talking,” he said, emphasising the broader market significance of the technology. “It was important for the Australian and New Zealand print community to see the Canon Colorado in action. UVgel is a unique technology; there was nothing else like it on the floor at the show.”
The Canon Colorado M-series, equipped with Canon’s proprietary UVgel print technology, offers high-speed, high-quality output with consistent colour performance and durable, instantly dry prints. The printer is designed to handle a wide variety of applications, including wallpaper, window graphics, decals, posters, banners, and canvas. The UVgel inks cure instantly under LED lamps, allowing for immediate finishing or installation, and are known for their stretchability and scratch resistance.
Whitehead says, “Its ease of use, broad application range, and the ability to run with minimal intervention make it an ideal solution for businesses looking to streamline production.”
He notes that many print businesses may already outsource trade work produced on a Canon Colorado M-series. Yet, the technology may not be widely known in all segments of the market.
By bringing the technology directly to the show floor, Currie Group aimed to close that knowledge gap and offer a firsthand experience of the machine’s capabilities.
One such visitor was ImageBox Group. Having already followed the performance of the Colorado M-series through industry feedback and peer discussions, ImageBox used the opportunity at PacPrint to conduct a
final, hands-on assessment. After seeing the Colorado M5W running live and evaluating its technology, applications, and feature set, the team decided to purchase the same model as demonstrated on the stand; fully equipped with all showcased features.
ImageBox had not intended to purchase at the show, but the concept resonated. “The Colorado had been on our radar for some time, and we knew it was a purchase we would eventually make,” said Dominic Borello Director at ImageBox Group. “Experiencing the stand firsthand, seeing the machine in action, and speaking with Paul, who demonstrated a deep knowledge of the printer, brought everything together for the purchase.”
He also highlighted the confidence that came with purchasing from Currie Group. “There’s assurance in knowing we’ll get local support. That made the decision even easier.”
Borello also noted that while PacPrint 2025 was smaller in scale than pre-COVID events, all stands were well executed. “It was a fantastic show. Creatively executed.”
In addition to its productivity features, the “Business in a Box” stand spotlighted the Colorado M-series’ low-maintenance requirements. Operators can run the machine with limited supervision thanks to automated printhead maintenance and ink replenishment systems. The printer uses a modular design, allowing users to upgrade functionality over time. For instance, the base M3 model can be upgraded to the M5 for higher print speeds, and optional FLXfinish+ technology enables a matte or gloss finish without changing inks or media.
Whitehead comments that
those who buy a Canon Colorado M-series rarely look back. “The people that have it love it. And once they have their first one, they go on to buy more,” he says.
The concept stand proved effective for Currie Group as a platform to engage with visitors through technical demonstrations and a light-hearted, well-timed marketing approach. It became a visual statement about the evolution of automated wide-format printing. For ImageBox it provided the final clarity and confidence to proceed with the investment.
By removing the complexity often associated with high-volume output and trade show demonstrations, Currie Group embodied the expertise and quiet commitment to practical, future-ready solutions that have long defined their role in the modern A/NZ print environment.
Graphic Art Mart puts on a show within a show
With PacPrint boasting an impressive visitor count of just short of 4,000 over a busy four days, one of the 116 exhibiting companies – Graphic Art Mart – delivered a show within a show, investing in a dominant footprint to enable it to feature a rich mix of hands-on workshops, live demos, and product and technology showcases from a wide range of leading global brands.
This included hardware from HP, Roland DG, Mimaki, BRM, Colex, CWT, Flexa and Keencut, as well as a broad portfolio of pressure-sensitive films, substrates, and application tools from Avery Dennison, Arlon, Aslan, Mactac, Chemica, Siser, and General Formulations.
Themed around a Signage Playground, the stand was designed to engage, featuring a live vehicle wrapping competition, print-andtransfer demos, and live garment decoration.
With a strong focus on DTF (Direct-toFilm) technology across the PacPrint stands, Graphic Art Mart showcased the Mimaki TXF300-75 dual-head printer, supported by a custom-built powder shaker and heater. “We entered the DTF market with this integrated Mimaki solution about 18 months ago,” says Pete Townsend, Graphic Art Mart Business Manager. “There is no doubt that
the technology has matured even since then, and with no cutting or weeding, the uptime and output are incredible.”
“But the real uplift has been through the advances in the film and ink technology. We find that the Mimaki transfers adhere to almost all textiles, making them ideal for short runs and on-demand production.”
“We’re also a distributor of French brand Chemica, who supply a wide range of transfer films and printable media, and their cold-to-warm peel film and instant-peel film are giving some vivid colour reproduction and fast turnaround times.”
“There’s also a real industry focus on sustainability, so we showed some transfers printed onto PET film, which is recyclable, and the shaker unit’s built-in filtration removes airborne contaminants during curing and vents breathable air,” says Townsend.
Peter Townsend, Business Manager, Graphic Art Mart Prestons, NSW
THE FINISHING TOUCHES
Finishing equipment was a major focus of many exhibitors at PacPrint 25 with a highlight on the GAMART stand being the BRM CO₂ laser cutter and engraver, designed in the Netherlands and built to deliver European quality at an accessible price. Aside from being fascinating to watch as the laser set about its precision business, the BRM unit can cut up to 15mm acrylic, as well as materials like plastics, wood, leather, cork, and rubber. “This is absolutely the kind of kit our signage customers have been asking for: it’s accurate, versatile, safe, and at a price point that offers a realistic ROI,” says Townsend.
A large format 1700x3200mm Colex flatbed cutter and router were also running live on the stand. With a conveyor table design, the Colex supports continuous jobs such as kisscut vinyl rolls, foam boards, coreflute, ACM, and even thick acrylics and thin aluminium. A compact 1700x1700 model is also available for print shops where space is at a premium.
Adding some Italian flair, a product expert from Flexa had flown in from Venice to help demonstrate the versatility of the on-stand FLEXA MIURA PLUS 160 Automatic XY Cutter. Capable of cutting a 50m roll in under 3 minutes, the simultaneous horizontal and vertical trimming offers something different to potential customers, along with the versatility to cut continuously (automated/unattended) by crop marks or manually for custom, handson adjustments. For more information, visit www.graphicartmart.com.au
Media - Ink - Equipment
Graphic Art Mart powers Australia’s sign and graphics industry with trusted equipment and expert support. From printers and cutters to lasers and laminators, we supply leading brands like HP, Roland DG, Mimaki, CWT and Keencut. Backed by hands-on advice and a full range of media and substrates, we deliver end-to-end solutions built for real-world results.
WHAT’S NEW AT GRAPHIC ART MART
Mimaki UCJV330
Featuring” Weaving Dot Technology” to ensure seamless colour gradation.
All-in-one solution designed for both rigid and flexible printing.
Roland DG XG-640
High-speed eco-solvent print/cut solution with 8 colour ink configuration.
A New Chapter in Print: Mimaki’s DTF Technology is Changing the Game
Imagine being able to decorate just about any surface – curved or rigid, with full-colour, highdefinition graphics without the cost or complexity of traditional print setups.
At PACPrint 2025, Mimaki debuted the UJV300DTF-75, a Roll-to-Roll UV Direct to Film (DTF) printer. This innovative technology provides print service providers an opportunity to offer more, produce faster, and break into new markets with ease.
At its core, Direct to Film (DTF) technology is about flexibility, unlike other methods that require specific substrates, heat presses, or pre-treatment processes. DTF allows users to print designs onto a specialised film, which can then be transferred like a sticker onto almost any surface - from drink bottles and phone cases to helmets and hard hats.
Where traditional UV printing has often meant bulky equipment and significant investment costs, Mimaki’s roll-to-roll system offers an efficient, compact, and affordable alternative. Its built-in UV curing technology ensures that prints are instantly dry and ready for transfer, significantly reducing turnaround time.
Ben Carroll, an expert in the DTF printing space, commented, “This technology is one of the most commercially exciting breakthroughs in years, particularly for small to mid-sized businesses looking to expand into personalised products, promotional merchandise, or ondemand printing without overhauling their operations.”
“What makes this launch especially attractive is how accessible it is. For newcomers or entrepreneurs exploring the world of print, the Mimaki UJV300DTF-75 removes many entry barriers. With no need for flatbed printers, expensive setups, or specialised skills, users can quickly begin producing high-quality transfers,” says Carroll.
“For established businesses, the benefits are equally clear: faster job completion, lower material waste, and broader product offerings. Print shops can now fulfil short-run, custom, or high-margin work without disrupting existing workflows.
“This is the kind of tech that makes you rethink your whole business model. It’s compact, it’s fast, and it opens up entirely new revenue streams. By combining cutting-edge UV printing with the simplicity of DTF transfer, the UJV300DTF-75 provides a powerful and scalable solution for businesses of all sizes.
“If you’re a print professional looking to stay competitive, diversify your offering, or simply do more with less, now is the time to explore what UV DTF technology can do for you. Because in today’s print world, versatility isn’t optional; it’s essential,” concludes Carroll. For more information about the UJV300-DTF-75, visit www.mimakiaus.com.au
Epson unleashes a record number of new products at PacPrint 2025
Against a vibrant Australiana-themed printed backdrop reflecting Epson’s new wider colour gamut, Epson showcased a selection of its new products across a broad range of categories.
One of the heroes of the stand was the new SureColor S9160, Epson’s flagship eco-solvent model. This new 64-inch printer features an advanced 11-colour ink set—including red, orange, a newly introduced green, and opaque white—designed to deliver an expanded colour gamut and enhanced versatility across clear and dark media.
Also new on the stand was the SureColor S8160, a next-generation eco-solvent printer featuring a 6-colour UltraChrome GS3 ink set for a wide colour gamut. Designed to enable uninterrupted highvolume production, the new S8160 printer features dual ink slots per colour, allowing for hot swapping and ink replacement without pausing print jobs.
Rounding out the large-format eco-solvent signage category was the new SureColor S7160. Building upon the success of the SC-S40600, which has achieved over 11,000 units in global sales, the SC-S7160 is designed to deliver outstanding image quality, productivity, ease of use, and reliability at a minimal cost.
Epson also showcased its first resin ink large-format printer, the SureColor R5000, which uses aqueous-based resin ink to produce signage, decor, and promotional applications. The R5000 offers a fast turnaround with lower curing temperatures and improved scratch resistance, delivering a safer and more sustainable alternative to traditional latex systems.
UNLOCKING INCREMENTAL REVENUE OPPORTUNITIES
Short-run customisation of apparel and promotional products was a significant trend seen at PacPrint 2025, and Epson delivered in the
form of its new SureColor V2060, an A3 UV flatbed desktop printer specifically designed for producing bespoke merchandise, promotional products, and small-format signage. Building on the success of its existing direct-to-garment (DTG) and direct-to-film (DTFilm) range, Epson debuted the new SureColor G6060, its first-ever wide-format printer designed exclusively for direct-to-film production. With minimal maintenance and high-duty cycle design, the G6060 supports highvolume, on-demand garment imaging with streamlined operation. The SureColor G6060 makes adding images and logos to shirts, pants and accessories simple and straightforward on a wide range of materials. As such, garment manufacturers can produce event and show merchandise alongside value-added clothing and a wide range of other items including coasters, umbrellas, notepads and binders.
“Our stand not only features our largest launch of new products ever, it also highlights new applications, new markets, and new business opportunities for our customers; there really is something for everyone,” explained Priscilla Dickason, marketing manager, Epson ANZ. Dickason continues, “It’s not only the new products; it’s the way we do business and our focus on sustainability. Things like the use of recycled materials in the printers themselves, the use of sustainable packaging, and moving from ink cartridges to pouches to reduce the amount of plastic used. We try to be sustainable in every aspect of our business.”
For more information, visit www.epson.com.au
Epson SureColor S9160
Epson SureColor G6060
Collaboration and Innovation at the PacPrint 2025 Spicers Precinct
Spicers made a powerful impression at PacPrint 2025 with the Spicers Precinct, an immersive destination for signage, print, packaging, and creativity. The showcase was driven by a central theme of collaboration with suppliers, customers, and the broader print community.
Collaborating with the company’s key business partners and relationships was a key driver for Spicers in delivering a meaningful and successful presence at this year’s show. A standout feature of the Precinct was the hands-on involvement of Spicers’ global supplier partners. General Formulations, 3M, Hahnemühle, ChromaLuxe, and RollsRoller were on the stand throughout the event, offering live demonstrations, technical insight, and product expertise.
For customers, this offered a unique and valuable opportunity to engage directly with global manufacturers, a rare chance to ask in-depth questions, gain technical advice, and understand how to get the best results from the materials and hardware they use daily.
“Our goal at PacPrint was to create an experience where customers could connect with technology, materials, and knowledge all in one place,” said Wayne Hood, Spicers Visual Communications Portfolio Manager. “By bringing our suppliers onsite, we gave customers the chance to talk directly to the people behind the products — and that’s a powerful exchange.”
Another major highlight of the Precinct was the introduction of Signet, marking the first time Spicers and Signet appeared together at a tradeshow. Signet joined the Spicers Group in 2024. Signet is a leading supplier of industrial packaging products, offering solutions in protective packaging,
tapes, warehouse supplies, and more. Their inclusion at PacPrint provided customers with a first look at the expanded capabilities of the Spicers Group. It opened up exciting new opportunities for those seeking an integrated supply partner across print and packaging.
Spicers also used the show as a platform to showcase its Visual Communications Catalogue, an industry-leading portfolio designed for screen and wide-format print professionals. This complete resource spans hardware, software, inks, accessories, and a broad suite of media for point-of-sale, vehicle graphics, exhibition stands, retail displays, and shop fitouts.
“Visual Communications is one of the most dynamic areas of print, and our portfolio is evolving to meet that,” said Hood. “From fibre-based rigid boards to digital wall films and everything in between — we have the consumables and the machines to bring ideas to life and a team to support them from concept to completion.”
Spicers says that PacPrint 2025 was a resounding success for the company; as a showcase and celebration of collaboration, innovation, and future-focused solutions. Thanks to the company’s strong supplier partnerships and customer engagement, the Spicers Precinct became more than a stand, it was a destination reflecting Spicers’ commitment to driving the industry forward.
The Spicers Precinct came to life as a bold, immersive destination for print, signage and packaging.
Strong partnership: Spicers has been awarded the RollsRoller Best Partner Award for 2024.
Spicers POP UP Gallery featured Menagerie by Greg Elms printed on exquisite Hahnemühle FineArt papers.
The Spicers display showcased the transformative power of 3M Di-Noc.
Stick On Signs comes out swinging
Stick On Signs made a powerful impression at this year’s PacPrint with the launch of the upgraded Neschen Coldlam 1650 SW Heat assist laminator. The new model, which features two swing-out shafts for easier and safer roll handling, was such a hit that it sold out entirely during the show.
“We effectively sold out of the German-made laminators at the show,” said Abe Weiszberger CEO of Stick On Signs. “I’ve already had to contact the suppliers to get more machines shipped over.”
An evolution of the standard Coldlam model, the 1650 SW Heat assist offers more than just the swing-out shafts. With temperature controls adjustable in 1°C increments, improved roller pressure distribution via an integrated compressor, and externally located brakes for precise film tension control, the new version raises the bar for heat-assist laminators in the wide-format printing space. Importantly, these upgrades come without a major increase in cost.
“We’ve worked hard to reduce the price differential between the old and new models,” Weiszberger explained. “We know there’s a price ceiling for this type of equipment.”
Founded in 1976 by George Lowin as a screen printing and signage shop, Stick On Signs has steadily grown into a leading supplier of visual communication products and hardware for the signage, graphic arts, and commercial print industries. Based in Dandenong, Melbourne, the company has expanded its reach across Australia and into New Zealand, while staying true to its roots in hands-on print and finishing expertise.
its ability to produce textured, structured effects on unique substrates. More recently, the company became the exclusive Australian distributor of the Massivit 3000 large-format 3D printer—one of only a handful currently operating in the country. Though still a niche market, Weiszberger sees enormous potential in sectors like signage, education, and research. “It’s an exciting product to represent,” he said.
Weiszberger credits that legacy for helping the company identify meaningful product innovations. “Because of our roots, we understand the entire process—from printing to finishing, installation and removal. That gives us an advantage in spotting gear that solves real problems.”
This knack for innovation isn’t limited to laminators. Stick On Signs was also an early adopter of the DG Dimense digital printer, known for
Hardware is only part of the equation. At PacPrint, Stick On Signs also showcased a robust portfolio of digital print media and accessories, including application tapes from Nekoosa (RTape), one of the world’s largest producers in the category. Other key brands in the media lineup include PhotoTex, JM Mediatex, Magnum Magnetics, and Clingz, with products designed to work across latex, UV-curable, eco-solvent, and solvent ink platforms which is sold solely via our distributors Australia and NZ wide.
“We’re not trying to compete with mainstream distributors,” Weiszberger said. “We look for products that bring something extra—so we can help our customers create more value in their own businesses.”
With a keen eye for practical innovation, a deep understanding of the industry, and a growing footprint across the region, Stick On Signs continues to position itself as a trusted partner for print service providers seeking standout solutions in a crowded market. For more information visit https://stickonsigns.com.au
Abe Weiszberger, CEO Stick On Signs
SAS Supplier Group lights up PacPrint with new ‘LED digital screen’ range
With two decades of experience and a hard-earned reputation as a trusted supplier to the Australian signage industry, SAS (SAS Supplier Group) offers a comprehensive range of products — from aluminium composite panels and rigid boards to display solutions such as roller banners, A-boards, and more. At PacPrint SAS expanded its range even further with launch of its new LED ‘digital poster’ screens, attracting significant attention, positioning itself as the perfect complementary solution for anyone looking to amplify their visual impact and light up their promotions.
Patrick Bala BDM Manager, SAS Supplier Group
“These new LED signs are where the future is heading, and we received a lot of interest from people seeing them for the first time,” says recently appointed Business Development Manager Patrick Bala.
Something of an industry veteran himself, enjoying long stints at Amari and Graphic Art Mart Bala adds: “We supply these LED banners ready to go, with an HDMI cable and a WiFi number that you just punch in your supplied password for and you can play any digital file you want through the accompanying app on your phone.”
“This gives customers the flexibility to make multiple changes on the fly and even remotely, so we’re confident there is a huge market for them.”
Currently available in two sizes – 640 x 1920mm or 960 x 1920mm (similar dimensions as a standard ‘pull-up’ banner), the panels can be free-standing or wall-mounted. “There are sealed outdoor versions too, which we’re targeting for the big supermarkets and shop awnings as a great, affordable alternative for their current LED signage,” adds Bala.
“I could take your photo now and put it up on that sign within 10 seconds. Or you could give me a USB to plug in and play. Or you can plug speakers into the banner, and we can even sit here and watch Netflix on it: that’s how versatile these banners are.”
“The individual units are portable and
modular, but the real power is when you put three or four of these panels side-by-side – as shown in the image here- and suddenly your portable, affordable offering is transformed into a giant seemingly single screen, and the colours and graphics pop. They are also really price competitive when you consider the flexibility of LED banners, which can carry a different message/image/content which would require several static printer banners to achieve the same thing,” explains Bala.
Over the years, SAS has made it its business to be at the forefront of industry trends and demands. Well-known for its industry-leading range of ACP, the company has been on a continuous journey of opportunity, navigating the increasing scrutiny on fire rating and compliance and constantly adapting to the various changes and advances in the signage application market, Bala says: “Aluminium composite panels are still our primary business, and we offer customers a wide choice of substrates and colours.”
“Whilst the new LED Screens go some way to addressing the diversifying needs of Australian signage companies, we view this as complementary or supplementary technology and don’t see our primary ACP business diminishing any time soon.”
SAS’s Head Office is in Melbourne and has offices in Sydney, Queensland, and Western Australia. For more information, visit www.sassignage.com.au
PacPrint Sydney 2025: Real Conversations, Real Solutions
PacPrint Sydney was a great reminder of why in-person events still matter. With so much happening in the industry, new technology, changing workflows, and ever-tighter turnarounds, seeing equipment up close and talking face-to-face is hard to beat.
The Pozitive stand focused on showing practical, future-ready solutions that make a real difference in businesses’ operations. Front and centre: the swissQprint Nyala 5, making its first public appearance in Australia. Throughout the show, it ran reliably and consistently, producing high-quality prints across a wide range of materials. For many visitors, this was their first time seeing the capabilities of this machine, and it led to in-depth conversations about productivity, precision, and where their workflows could go next.
A standout application for many was the demonstration of Pyramid Printing. This new swissQprint feature uses a smart mix of texture and colour to create angled effects that change the image’s colour as your perspective changes. While similar to lenticular printing, this is done with ink only. Whether used for signage, packaging, or creative displays, this new feature has clear value for anyone looking to offer something utterly unique in a competitive market.
Also showcased was swissQprint’s Neon UV ink range, which was shown through a fully enclosed walkthrough Neon Tunnel. The glow under the blacklight turned heads, but more importantly, it sparked useful questions. People wanted to know how to use these inks for applications such as event signage, POS materials, and retail displays. It was an engaging way to highlight how creative features can still be practical and inform commercial outcomes.
Also on display was the Summa F Series flatbed cutter on the floor, with live demonstrations running each day. Paired with GoProduce software, it showed visitors how
automation and barcode workflows streamline production, reduce errors, and save time. From rigid boards to stickers and posters, the Summa handled it all easily and showed just how versatile it is.
A range of materials that perform reliably in real production environments was highlighted alongside the hardware demonstrations. This included Ritrama’s self-adhesive vinyls, with a strong interest in the Platinum range, known for its excellent colour range and ease of application across signage and display work. For apparel and textiles, B-Flex Heat Transfer Vinyl was on show, with the new puff series attracting plenty of attention for its soft finish and raised effect, which is perfect for adding dimension to garments. Pozitive also demonstrated B-Flex’s hot peel DTF film, designed for speed and versatility, manufactured in Italy to consistently high standards.
The team was joined by three international partners: Adriano Gut from swissQprint HQ in Switzerland, Christof Van Driessche from Summa, and Andrea Sottana from B-Flex Italy. The global experts on the stand added technical depth to the conversations, allowing visitors to speak directly with the people behind the technology and materials. Those one-on-one discussions brought valuable insights and helped spark ideas about where these solutions could be applied in the real world. Beyond the technology, the team noted that reconnecting was an essential part of the week.
There were many conversations with long-term customers, exploring how businesses are evolving. They also met plenty of new faces, some just getting started, and shared honest, practical advice throughout. Good relationships are a core aspect of the Pozitive approach, and PacPrint was a great space to continue building those relationships.
For Pozitive, the focus is always on helping customers find the right solution for their needs, whether it is a flagship printer, a cutting system, or the right combination of materials. PacPrint helped reinforce that message, and the team looks forward to continuing those conversations beyond the show floor.
If you didn’t make it to PacPrint or want a closer look at something from the show floor – the team invites you to arrange a one-onone walkthrough at their experience centres in Emu Plains NSW or Burwood VIC. Visit www.pozitive.com.au or reach out to your local rep to get started.
Celmac aims for a “Home Run” with Jessup Adhesives
Whilst describing itself as a galaxy-class organisation, there is a humility about Jessup Manufacturing, now represented exclusively in Australia by Celmac, that is a key ingredient in its origin story.
“My grandfather, Paul Jessup, started the business in 1956, converting leather for baseball gloves in his family garage in Illinois, US,” says Jessup Adhesive Coated Films President, Robert A. Jessup, one of two brothers who now runs the multi-national ‘galaxy-class’ company. Wind forward three generations, seven decades, and five acquisitions, and Jessup Manufacturing Company is now a global manufacturer, specialising in adhesive coated and laminated materials and photoluminescent films and sheets, and claiming global leadership in anti-slip, photoluminescent safety, largeformat media, and action sports.
“We offer over 10,000 custom and branded solutions for customers, all supplied out of two huge manufacturing plants in McHenry, Illinois, just outside of Chicago.”
“To help our graphic arts customers understand what’s right for them, we’ve essentially broken our product range into a variety of categories. Firstly, we have the Print and Go, which are all designed to be direct image, so you don’t have to over-laminate them. Then there are the High-Tack options, which come in various strengths and thicknesses to stick to almost anything. We also offer a wide range of Photoluminescent products: in fact, we’re one of the world’s largest producers of glow-in-the-dark films, used for a variety of
applications, on ships, oil rigs, aerospace, and various military uses,” explains Jessup.
Rounding out the product catalogue are Jessup’s Anti-Slip tapes – the majority of floor decals they produce are NFSI-certified for high traction and ASTM D-2047-certified for slip resistance – and GripTapes.
Vice President of Sales, Steve Blackowicz, adds: “We are very application driven in terms of what we do, which is part of the reason for choosing Celmac as our exclusive distributor partner for the Australian market: the breadth of equipment they sell is a clear indication that their customers are exactly the ones we’re looking to sell to and Celmac have a great track record in selling specialty products.”
CODES & STANDARDS
Jessup explains, “Naturally, compliance is a huge part of our industry and having the global footprint that we do, it is definitely a double-edged sword. On the one hand, it can be challenging and time-consuming to keep up with standards that likely differ between the US, Europe, and Australia. But the flip side to that is that there is a sort of implicit guarantee for customers that our products will have met the most rigorous global standards.”
A glimpse at the company’s comprehensive website pays testament to Jessup’s statement:
“Every one of our products has a side which tells you what it does, how it works, and what it sticks to. Then you have the Safety Data Sheet (SDS) for all products, coupled with a Regulatory Data Sheet (RDS), catalogued by country, which is updated every time a new regulation comes out in a different country.”
“This compliance piece is an important differentiator for us. It means that we are wellpositioned to provide the technical knowledge in terms of matching the right substrate to the right application. However, we also collect and analyse a substantial amount of quantitative data to help ‘prove’ a solution. And we typically back that up with a third-party approval or endorsement”, says Jessup.
Wayne McIntyre, Managing Director of Celmac, says, “We are really proud to partner with such a long-standing, innovative company as Jessup Manufacturing. As two family-owned businesses, we share common values in that we both focus on developing strong, long-term relationships with all our customers.”
“Their extensive range of speciality products is perfectly suited some of the harsh conditions we experience in Australia, and we look forward to helping our customers in providing these technical solutions”, concludes McIntyre. For more information on the Jessup Adhesive range, visit www.celmac.com.au
L-R Steve Blackowicz, Wayne McIntyre, Robert A. Jessup
How Briner Signs navigated the explosive growth of digital real estate platforms
In the early 2000s, many in the signage industry feared that growing digital real estate platforms would render physical signage redundant, killing off the revenue stream. Briner Signs , however, took a different view and turned a potential threat into a strategic growth opportunity.
Founded in 1945 in Victoria by partners Brian Stegley, Don Lombard, and signwriter Les Briner, the company began by producing hand-painted signage for property sales, supporting agents with lot-numbered signs displayed in marquees. For many years, Briner operated under the Stegbar Umbrella until the 1970s, when Brian McNamara acquired it.
The company was one of the first in Australia to adopt one-off screen printing for real estate boards, breaking away from mass production models. In 1996, Con Tsakonas, who had initially joined the company as a production manager, became a partner and helped steer Briner into a focused, digital future. The company shifted focus entirely to real-estate signage and began investing in
digital production processes and automation ahead of its competitors.
Under Tsakonas’ leadership, Briner moved quickly to modernise its production capabilities. It was an early adopter of digital printing and overhauled its analogue processes to meet the growing demand for full-colour, image-rich property boards. These became a key element in real estate branding, designed to mirror the hero images used in brochures and on digital listings.
“When realestate.com.au and other platforms took off, we thought it might mean the end for printed boards,” says Tsakonas. “But the opposite happened, demand increased. Clients wanted consistency between their online presence and street signage.”
Online listings rapidly expanded agent reach, but real estate agents quickly discovered the value of physical signboards, regardless of how many clicks and views a digital listing received. The truth became clear: signage wasn’t being replaced by digital, it was being repositioned as a localised marketing tool that attracted walkby attention, signalled market activity, and reinforced campaign visibility on the ground. Rather than fading into obsolescence, signs became more sophisticated. QR codes and physical signs were used to direct traffic to online listings. Meanwhile, agents increasingly relied on signage to reflect premium branding, and companies like Briner evolved their offering and capacity to meet the demand.
Briner’s early investments in digital workflows proved pivotal. The company dramatically reduced turnaround times by investing early in online portals, automated production systems, and integrated approval processes. Agents now submit orders online, triggering a streamlined end-to-end process, from artwork approval to printing, finishing, and dispatch. Tight control over the production lifecycle ensures consistency and speed, which are critical in the competitive and timesensitive real estate industry.
Innovative thinking at Briner is also about product innovation as much as it has been about automation and digital adoption, for example, their new reusable A-frame. The recently launched product replaces single-use signs with durable frames and slide-in inserts. This allows agents to refresh messaging without adding excess waste to the landfill, and Briner prints the inserts on demand.
Significantly, Briner invested in robotics to automate large-format board production partnering with an engineering company to design a custom production line for the factory. The company was one of the first in the world to use robots for signage production, decades before the push to automate became entrenched in the industry. What once took five staff 45 minutes now takes one operator just minutes. The integration of automation not only increased output and reduced physical strain but also laid the groundwork for scalable growth.
“When you’re lifting 30 to 40-kilo signs multiple times a day, it takes a toll. Automation has made the work less physically demanding,” says Tsakonas, adding, “Our record with WorkSafe over the last 20 years has been strong, but now it is even better. Incidents are down to small things like cuts and grazes; we’ve dramatically reduced serious risks.”
Rather than replacing staff, Briner’s digital transformation has enabled strategic
repositioning of its workforce. Many team members transitioned sideways into new roles that leveraged their experience while supporting emerging operational needs. Administrative staff shifted into client service and project coordination, print technicians took on maintenance and quality assurance responsibilities, and logistics roles expanded in response to increased delivery volumes. Drivers, for instance, grew from six to more than 30 as the company scaled. This approach ensured Briner retained valuable knowledge and relationships while allowing staff to grow with the business. This ethos helped build loyalty, reduce turnover, and maintain high standards through change. Keeping his eye on the future workforce, Tsakonas notes that the company will be recruiting at least one, possibly two Signs and Graphics apprentices soon, saying “The industry has a serious problem with the aging workforce and a slowly emptying pipeline of new, fresh faces. We must do much more to make our industry attractive and exciting to young people.”
The company’s operational structure also reflects its commitment to scalability and quality. Orders are tracked via GPS, installation photos are uploaded for immediate invoicing and quality control, and any issues are flagged in real time, reducing delays and ensuring visibility across the workflow.
Additionally, the company regularly invests in upgrading and updating equipment, having purchased a new swissQprint Kudu at drupa in 2024, an HP FS50 from Celmac earlier in the year, with a second FS50 following quickly at PacPrint. At the time of writing, Tsakonas was finalising the purchase of an HP Latex 54 Plus Cutter, also from Celmac.
Briner’s success underscores a broader industry truth: the evolution of print in real estate has not been about replacement by digital media, but about coexistence. Physical signage remains a vital touchpoint, capturing attention on the street, reinforcing digital campaigns, and anchoring brand presence in the physical environment. The dual-channel strategy of combining online reach with offline impact is now standard across the industry.
Through clear strategic thinking and a willingness to innovate early, Briner proves that print and digital can work together. Its trajectory offers a blueprint for signage companies navigating how to remain relevant in a digital-first landscape.
Tsakonas says the company will remain focused on refining its systems, exploring emerging technologies, and continuing its commitment to customer service, sustainability, staff development and safety. In doing so, Briner reinforces that a willingness to adapt will ensure traditional media will endure and thrive.
Reusable A-Frame from Briner Signs
EcoDisplay Board the real winner at the National Print Awards
As the demand for sustainable materials in the print and display sector continues to grow, Ball & Doggett ’s EcoDisplay Board provided practical performance and more than met environmental expectations at the Australian National Print Awards.
EcoDisplay Board is a highly versatile, rigid honeycomb board designed for single-use and shorter-term display, exhibition and point-of-sale applications; it is a functional, eco-friendly alternative to traditional display substrates.
Manufactured from recycled carton board and designed with both printers and creatives in mind, EcoDisplay Board is a practical option for brands and businesses wanting to reduce their environmental footprint without compromising on quality or presentation. Its dense, durable honeycomb structure makes it ideal for short-term or single-use freestanding displays, exhibition booths, signage, structural displays and visual merchandising projects.
VERSATILE PERFORMANCE FOR PRINT AND DISPLAY
One of EcoDisplay Board’s standout features is its excellent compatibility with UV and Latex printing technologies. Its smooth, double-sided printable surface ensures high-quality, vibrant print results, making it a reliable choice for a variety of creative and commercial applications.
Available in 3, 5, 10, 16, and 20mm thicknesses and a choice of white, kraft, and black finishes, it offers great flexibility in visual presentation and structural possibilities. The board’s lightweight yet robust construction also makes it easy to handle, transport, and install. It is suitable for V-notching and other finishing techniques for more intricate display builds and designs.
EcoDisplay Board was recently used at the relaunched National Print Awards. The board was used to create a giant Instagram frame large enough for several people to stand in for the official photography. Multiple board banners replaced traditional pull-up banners. The banners were so easy to move that attendees shifted and rearranged them across the room to take their own photos, creating a multitude of unique user-generated content for the Awards that retained the branding elements of the event.
A SMARTER, SUSTAINABLE CHOICE
In an industry that’s increasingly conscious of material lifecycle and waste reduction, EcoDisplay Board ticks the box for circularity. It is 100% recyclable through standard waste paper recovery streams, giving designers, printers and end-users peace of mind that the material’s end-of-life process is environmentally responsible.
Rob Brussolo, General Manager – Sign, Display & Digital at Ball & Doggett, believes sustainable options like EcoDisplay Board will continue to play a growing role in the future of wide format and display production.
“We’re seeing an increased demand for environmentally responsible substrates, particularly in retail and exhibition markets,” says Brussolo, adding, “EcoDisplay Board offers our customers a material that not only performs exceptionally well with modern print technologies but also aligns with their sustainability goals. It’s a versatile, reliable option for everything from temporary event signage to high-impact retail displays.”
EcoDisplay Board is available at Ball & Doggett and offers wideformat printers, designers, and display specialists a dependable solution for eco-friendly, rigid media projects.
For more information or to request samples, contact your local Ball & Doggett representative or visit www.ballanddoggett.com.au
BRING YOUR VISION TO LIFE WITH DTF
The ultimate all-in-one solution for those ready to expand their product o ering and scale up.
From cotton tees to polyester blends and more, the DTF Eclipse delivers vibrant colour, exceptional durability, and total freedom of design – no weeding!
Ready to level up
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The DTF Eclipse is your gateway to high-impact, low-e ort, custom garment production.
STEP INTO THE FUTURE OF GARMENT DECORATION WITH THE DTF ECLIPSE
Key Features:
Integrated Print, Powder & Cure System
All-in-one design saves space and simplifies workflow
• Vibrant, Durable Prints
Produces high-resolution transfers with excellent stretch and wash resistance
• User-Friendly Operation
Ideal for beginners and experienced print professionals alike
Print on Cotton, Polyester, Blends & More –No pretreatment needed
• Fast Turnaround Times E icient output for growing demand
• Compact Footprint Fits easily into most workspaces
The Safety Impact of High-Visibility Signs
Each year, more than 1.35 million people lose their lives in road traffic accidents around the world. While speed, distraction, and poor infrastructure are often cited, one critical and sometimes overlooked intervention is signage.
For manufacturers of traffic and safety signage, visibility isn’t just a design requirement; it’s a public safety imperative.
A study from the state of California, USA, shows that improving the visibility, specifically with reflective materials, of traffic signage can significantly reduce crash rates, by as much as 25% to 46%. These aren’t marginal gains; they are measurable reductions in harm. For signage producers responsible for building and installing these critical pieces of infrastructure, this underlines the importance of material choice, production quality, and long-term performance in the field.
High-visibility signs do more than convey rules and guidance, they increase reaction time, reduce uncertainty, and prevent collisions. That’s why the effectiveness of a sign depends not only on placement but on how well it performs in all conditions: day, night, wet weather, glare, and beyond. And this performance starts with retroreflective sheeting.
Not all retroreflective materials offer the same durability, brightness, or weather resistance. Differences in microprismatic vs. glass bead technology, adhesive strength, and UV resistance can all influence long-term sign performance in real-world conditions. For manufacturers, understanding these variables is essential
to ensuring that signage delivers consistent retroreflectivity across the full-service life.
The reflectivity of a sign must comply with AS/NZS 1906.1:2017 from the moment it’s installed, with measured retroreflectivity and colour performance that meet minimum luminance coefficients across traffic colours. These standards are designed not only for initial compliance but for visibility retention over time—even under harsh UV exposure and variable weather conditions. Long-term performance is not a given; it must be designed and manufactured into the sign from the outset.
The 3M MCS Warranty for Traffic Signage provides signage producers with a matched-component system—including sheeting, inks, and overlays—engineered for long-term durability. Backed by up to 12 years of warranted performance, the system guarantees traffic colour retention within regulatory tolerances and minimum retroreflective values as defined in AS/ NZS 1906.1:2017. This level of certainty supports production planning, reduces risk of compliance failure, and helps producers deliver reliable, specification-ready signage for every project.
The role of a signage manufacturer isn’t to be visible, but rather to ensure that every sign they manufacture is. No one notices a good sign; until it saves a life.
3M™ MCS for Traffic Warranty.
As a sign manufacturer, the 3M™ MCS™ Warranty for Traffic provides you with a system of matched components to meet your needs for producing regulated signage.
This warranty ensures the performance of the sign including retro-reflectivity retention and guaranteed traffic colours for up to 12 years*
SAi’s FlexiPRINT Authorised 3M™ Traffic Edition is the required software to produce warranted permanent signage. This is a complete design application that makes traffic sign printing easy and accurate.
Contact your 3M Commercial Branding and Transportation Sales Representative for more information and onboarding process.
3M™ MCS™ Warranty.
A Winning Wrap: Ferrari, Arise Racing GT, LIFTOFF
Arise Racing GT, a Ferrari-affiliated team based in Perth, competes in the 2025 GT World Challenge Australia Series and the Bathurst 12 Hour. Recently, the team required a wrap for its two Ferrari 296 GT3 race cars to reflect the Ferrari brand while effectively showcasing sponsor identities. They called on Perth-based company LIFTOFF Solutions .
“Branding is very important in motorsport,” says Jake Klarich, Commercial Manager for Arise Racing GT. “With Arise Racing GT being a Ferrari-backed team, we get huge national exposure, and it’s critical to showcase Ferrari and our valued partners at the highest level.” As a trusted partner of Arise Racing GT for several years, their reliability and expertise made them the obvious choice for executing the project.
The brief: create a durable, visually stunning wrap that could withstand the rigours of competitive racing while ensuring ease of maintenance for midseason touch-ups.
LIFTOFF turned to its long-standing partner, ORAFOL Australia, to bring the vision to life.
ORAFOL Autralia has a four-year partnership with LIFTOFF Solutions, and the company’s hard-wearing, vibrant films were well suited to the motorsport endeavour. “The relationship between ORAFOL Australia and LIFTOFF has been very tight,” says Matt Sindel, Director of
LIFTOFF Solutions, referencing the service reliability of the ORAFOL Products.
To meet the project’s performance and aesthetic requirements, ORAFOL supplied a tailored selection of high-performance films designed for durability, colour accuracy, and ease of application.
The primary wrap was achieved using ORAJET 3951GRA+ ProSlide paired with ORAGUARD 293G gloss laminate. This cast PVC film and protective laminate combination provided a high-gloss finish, excellent conformability, and long-term outdoor durability—critical for the rigours of endurance racing.
For brand-specific colour matching, ORACAL 970RA films in #032 Ferrari Red and #022 Light Yellow were selected as base colours. These multi-layered cast PVC films delivered vibrant, saturated tones aligned precisely with the team’s livery specifications.
A key highlight of the project was the use of ORACAL 970RA+ ProSlide in #070
Matte Black—marking the first application of this product in Australia. With advanced ProSlide technology, the film offered improved repositionability and handling, streamlining the installation process on complex curves and contours.
To complete the visual design, ORACAL 970RA in #070, Gloss Black, was used for accent elements, providing contrast and definition while maintaining material consistency across the vehicle.
The chosen materials offered a combination of density, flexibility, and long-term performance—critical for withstanding the extreme conditions of the Bathurst 12 Hour. As project lead, Klarich noted, “We love the ORAFOL product as it’s great to apply and easy to remove,” referencing its ease of use and practicality for teams that require frequent updates.
The project’s success hinged on the seamless collaboration between all three companies. The ORAFOL team worked closely with LIFTOFF to ensure the films met the precise specifications required.
Solutions and ORAFOL Australia
“ORAFOL Australia and LIFTOFF working together has benefited the project through a collaboration between getting the films and everyone in the same place, all working together and on the same page,” said Sindel. This alignment ensured the final product—a pair of striking Ferrari race cars—captured the essence of Arise Racing GT’s brand and Ferrari’s legacy.
The wrapped Ferraris debuted at the Bathurst 12 Hour with their bold colours and flawless finish. The ORAFOL films withstood the gruelling race conditions and allowed Arise Racing GT to maintain their branding throughout the season with easy touch-ups. The vibrant liveries amplified the visibility of Ferrari and Arise Racing GT’s partners ensuring brand recognition across the racing calendar.
The project reinforced LIFTOFF Solutions’ role as a trusted provider of highperformance branding with Arise Racing GT. It also highlighted ORAFOL Australia’s materials expertise, which ensured brand visibility in the demanding motorsport environment.
As Arise Racing GT continues to compete on Australia’s premier circuits, ORAFOL Australia remains a proud partner, driving and ensuring wrap performance excellence.
Navigating the Role of a Support Person in Workplace Meetings
Recently, I received a request from a friend of a friend to accompany them as a support person to a work meeting concerning a corporate restructure and its potential effects on their job. Typically, I assist employers in restructuring strategies, drafting related employee communications, and ensuring legal compliance. Thus, acting as a support person for an employee was a shift in perspective.
What unfolded was an example of applying good processes and procedures, and that left the employee with clarity as to what would happen, why, and available options for them in moving forward. The employer thanked me for being present to offer the employee support during a difficult time! I would give the employer a 9 out of 10. Thinking it over, though, I have seen numerous examples of a support person overstepping, or employers not quite understanding the role of a support person. So, let’s explore the issue.
WHAT IS A SUPPORT PERSON?
A support person is someone an employee may, but does not have to, bring to significant workplace meetings related to disciplinary measures, termination, or performance management. The person may be a friend, relative, lawyer, union representative, coworker or other person with no conflict of interest and can understand confidentiality. Their presence is generally not to act as an advocate, but rather to assist the employee in a limited capacity, including:
• Offering emotional support - their presence can help reduce stress for the employee.
• Acting as a silent witness, they observe the process to help ensure procedural fairness. The corollary is that they can be called as witnesses if any related litigation occurs.
• Assisting with clarity - this role is particularly relevant when an employee doesn’t understand, is in a heightened emotional state, or has English as a Second Language (ESL) issues.
• Taking notes - they can document what’s discussed, helping avoid disputes later.
• Suggesting breaks: If the employee becomes overwhelmed, a support person might request a pause in the meeting.
WHAT DOES THE FAIR WORK ACT SAY?
The Fair Work Act 2009 (Cth) does not entitle every employee to a support person, but it does require that employers do not unreasonably refuse one, if requested. The particular circumstances will determine the reasonableness. However, if an employee makes an unfair dismissal claim, section 387(d) of the Act makes this a relevant consideration when deciding whether a dismissal was harsh, unjust, or unreasonable. Clear communication is crucial when an employee’s request for a support person is declined.
LIMITATIONS AND BOUNDARIES
Despite their role, support persons must operate within boundaries:
• No advocacy - they must not speak on behalf of the employee or argue the case.
• No interference - they should not interrupt or disrupt the meeting.
• No legal or strategic advice during the meeting - that should happen outside the formal process.
• Respect confidentiality - matters discussed in the meeting must be treated as confidential.
• Conflict of interest - they should not be directly involved in the matter under discussion.
Overstepping these boundaries can compromise the integrity of the process and reflect poorly on the employee.
GOOD PRACTICES
For Employers:
• Establish clear policies on support persons and meeting procedures.
• Train managers to handle meetings with professionalism and courtesy.
• Consider rescheduling if a support person request is reasonable.
• Maintain detailed meeting records.
• If a support person derails the meeting, and you are doing the above, stop the meeting.
For Employees:
• Select a composed, dependable, and professional support person.
• Clarify roles and expectations beforehand.
• Where possible, prepare any relevant documents and questions in advance. Support persons are a key component of fair workplace processes. When their role is understood and respected, restructuring, disciplinary and performance-related meetings can be managed with greater integrity, transparency, and care. Employers upholding these principles and employees who engage constructively contribute to positive outcomes and diminished legal risks.
Charles Watson GM – IR, Policy and Governance Visual Media Association
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Is Sustainability Costing Your Business? Why Not Going Green Means Losing Opportunities
Sustainability is no longer a buzzword, it is a business necessity. You only have to look around to see how prevalent sustainable messages are in advertising and how corporates and brands are adopting more sustainable practices and leading with these initiatives in their promotional advertising. This transformation is driven by consumer demand, regulatory pressure and a growing recognition that sustainability is a key pillar of business success.
The Better Futures 2025 report published by Kantar and the Sustainable Business Council highlights that consumers are still prioritising sustainability despite cost-of-living concerns. 49% say they have stopped buying products because of their environmental or social impact. That’s almost half of consumer purchasing decisions being influenced by sustainability! 89% believe businesses should take responsibility for their environmental and social impacts.
In Australia, climate action has moved from ambition to obligation. Large entities are now required to disclose climaterelated information as part of their annual reporting. Globally, there have been a number of regulatory shifts to ensure more environmental responsibility from corporations.
Today, ignoring sustainability just doesn’t make good business sense.
While some print companies may worry that sustainable products and initiatives will increase costs or mean providing customers with lower quality, less functional products, the reality is that
failing to embrace sustainability can cost print businesses even more. Suppose your business isn’t seen as sustainable or cannot offer sustainable solutions. In that case, you risk losing market share to your competitors or to alternative technologies that are seen as greener (such as digital advertising). Some retail brands I have spoken to have rejected the use of window decals, floor graphics, and other POSs because of their stance on plastic and waste and their lack of awareness of solutions aligned with their sustainable policies.
Print buyers are becoming increasingly aware of the materials our industry uses, our reliance on plastic, PVC-based materials, and solvent inks, and the lack of environmentally responsible solutions for print media waste. Educating them and offering solutions to maintain the business is in our best interest.
NOT “GOING GREEN” MEANS LOSING OUT
Offering sustainable solutions is not just about compliance or risk management is about unlocking new opportunities:
• Premium Products and Service: Many eco-conscious customers are willing to pay more for greener solutions (within reason, of course!). Sustainable print media is not always more expensive, either. This means there is an opportunity to command higher margins on products that offer a genuine environmental advantage, as they are seen as being of higher value.
• Market Differentiation: In a crowded and competitive market, sustainability credentials set businesses apart. Brands and agencies that expect more eco-friendly solutions want to work with print providers who can help them meet their environmental goals.
• Customer Retention and Acquisition: Solving customers’ challenges and helping them achieve their goals builds loyalty and trust among existing customers and also attracts new business.
• Operational Efficiency: operating with sustainability in mind can help to reduce operational costs. Improving energy and fuel consumption, increasing supply chain efficiency and lowering material waste can directly enhance a business’s bottom line.
HOW TO START BEING SUSTAINABLE - SMALL STEPS, BIG IMPACT!
Assess your current materials and identify where sustainable alternatives can be used without compromising quality and performance. Sustainable options can be PVC-free, readily recyclable, materials made from recycled content, or those that contribute to a lower carbon footprint.
Educate your customers about materials, where using sustainable alternatives is advantageous, and areas where it may
not be, especially if the product doesn’t have the performance aspects the client needs for their campaign. Repeating a job is unsustainable if the material doesn’t meet the client’s expectations. Investing in reusable components that can be used multiple times also contributes to sustainability. Sustainability is not just about the composition of the substrates you use but the whole life cycle of the job.
Consider the environmental impact of your inks and print processes. What effective changes can you realistically make?
Look at your business practices overall. Where can you improve energy and fuel efficiencies, improve supply chain logistics and reduce waste?
Adopting more sustainable practices and offering sustainable solutions isn’t really as challenging as it may seem. Small incremental changes will make a big difference. It doesn’t mean you have to change everything in your business. There still is a place for PVC and other plastic materials. It is about making smarter choices about what you use and where. It is also about educating your customers and giving them options to decide if they want to invest in sustainable products or stick with traditional materials.
If used correctly, sustainability can be an asset and a significant commercial advantage in business. The question isn’t whether sustainability will cost your business, but what it will cost your business if you ignore it altogether.
DENISE KIRBY has nearly thirty years’ experience supplying self-adhesive media to the sign and print industry. Initially starting out in the family business as a distributor, she went on to work for leading self-adhesive manufacturers in marketing, business development and product management roles across Australia and New Zealand. She now has her own business, Kirbyco, which develops and supplies eco-friendly, recyclable and sustainable print media, and created ZERO, a product stewardship scheme which recycles end of life printed media. Denise is highly passionate about the industry and enjoys writing about applications, opportunities and new developments in print and signage. Her goal is to inspire people to explore new creative, functional and sustainable opportunities in print as well as educating the industry on products, trends and innovations.
DENISE KIRBY
Photo Credit: AdobeStock
VERNON KINGMAN
It takes a Team to win
Michael Jordan is quoted as saying: “Talent wins games, but teamwork and intelligence win championships.”
When we employ more than one person, we must deal with personalities and egos. So many sporting analogies relate closely to business that you can almost apply one to the other.
One of our clients was Perth Airport, and we did a tremendous amount of work for them over the years. During that time, I received an unusual call from a purchasing officer in the Australian Navy from their Garden Island base south of Perth. He told me he had a request from the HMAS Perth (III) crew for a sign they would like for their Helicopter hangar. He told me that when the ship deploys for months, often in less-than-desirable locations, it’s vital to have reminders of home. He wanted a sign for the hangar to replicate Perth Airport signage and call it Terminal 5. Perth Airport has four terminals.
The story touched my heart, and we offered the sign free of charge. It was a 2000 x 1200 ACM panel, so I thought it was not an unreasonably expensive or costly donation.
When the sign was ready, we let them know, and they asked if I could deliver it as the Captain would like to thank me personally. “Wow!” was my first thought. I happily arranged a time to suit.
On arrival, I had to pass security and was escorted to the ship, an Anzac Class Frigate, and I had to confess to being in awe of a combat-capable ship.
On board, I was introduced to the Captain, and the 2IC took me on a ship tour; nowhere was off-limits, including the war room. After the tour, the entire crew was called together so the Captain could thank me, and a formal morning tea was held. I was a bit star-struck; the only things missing were the Prime Minister and the Navy Band. Nonetheless, the Captain invited me to the bridge afterwards, where we chatted, and he reiterated the importance of the sign and what it meant to the crew.
I recounted the many team-building events I had hosted or arranged to motivate my team, build bonds and goal-oriented thinking.
It was like I had released a torpedo. The Captain said he had no idea that businesses also used team-building events, and some of my events were very similar to the Navy’s.
My point is that all teams of people, be they sporting teams, business teams, or our Department of Defence troops, need help
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at times to build trust, camaraderie, some self-worth and become professional cohesive teams.
What I found, as the company grew, is that individual personalities play a much more significant role when there are more than 20-30 staff members or personnel.
Imagine if Billy had decided that Brian was a goose and refused to work with him again. You would speak to them both individually, and of course, their stories are unique from each perspective. I found employing a third party to mediate and coach much more helpful than me trying to be the “man-in-the-middle”. The thirdparty, being removed from the personalities, was received better.
The challenge for business owners magnifies when one of the personalities is a valued team member or considered senior in their role.
Mentoring individuals was often a great challenge, but one I thrived on. Regular team events almost always had positive outcomes. Many weren’t visible then; in fact, some were virtually mocking. But when a challenge presented itself, they often used aspects of previous team sessions and/or mentoring moments.
Expecting individuals to bond automatically is just naïve at best. We all have some ego and feel we know more than we do; it’s human nature. Often, the more talented a person was, the more inflated their ego was. Perhaps rightly so, but how others manage or perceive that ego can challenge team morale.
No matter how talented an individual may be, you will always need someone in your workforce who is happy to dig holes or sandpaper signs for the paint department. Someone has to empty bins and sweep floors. Every team should and must consist of varying levels of skills. It forms a large part of the training and growth of personnel. Even bringing in an “A Grade” new employee takes time to bond and find their place in the pecking order.
I’ve had some people who, on paper, appear to be the most talented ever. However, when placed in a high-quality environment, especially under time-restraint pressures, their actual skill, abilities, and aptitudes are evident for everyone to see. After a while, I’ve had some self-professed “best in the trade” guys come to me and admit they weren’t as skilled as they thought. Cream rises to the top, so time will always clarify what you’ve got.
Identify who you think has room to improve and show the desire to do so. Not everyone wants to become a manager or team leader. Others thrive on it. Our challenge is identifying which is which. Spend time on having the team come together. Whether social or a formal training exercise, bonding takes time and effort, but it is essential to building a successful team.
“It can be challenging to fit the team together and get everyone working smoothly.”
VERNON KINGMAN is a highly respected and prominent figure in the signage industry. He is known for co-founding Kingman Visual in Perth with his wife, Dianne, in 1984. Starting from their garage, the business grew into one of Australia’s leading signage companies, known for major projects such as Perth’s Optus Stadium and the largest sky sign in Australia at St John of God Murdoch Hospital. In 2020, Vernon sold the company. He remains active in the industry as a consultant, continuing to influence and support other businesses in the field. You can contact Vernon at vernonjkingman@gmail.com
Photo Credit: AdobeStock
How much are ‘Lapsed Customers’ costing your business?
Many businesses spend most of their time and marketing budget chasing new leads, and servicing existing customers. But often, the most significant revenue opportunity is sitting quietly in your database: customers who have bought from you repeatedly in the past ... and then disappeared.
They’re not necessarily unhappy. They may not even realise they’ve lapsed. But if you’re not proactively tracking when a regular customer drops off, you’re likely losing sales without even noticing.
And the worst part? Those lost sales are often the easiest ones to win back.
WHAT IS A LAPSED CUSTOMER
An arbitrary time frame doesn’t define a lapsed customer; it’s about a break in their usual behaviour.
If a client who regularly places an order every two weeks hasn’t done so in a month, that’s a lapse. If a seasonal customer doesn’t return during their typical busy period, that’s a lapse, too.
The key is understanding each customer’s average order timeline and watching for deviations. When you treat all customers the same, it’s easy to miss these early signs and let them drift unnoticed.
THE HIDDEN COST OF INACTION
Re-engaging a previous customer is not only more efficient but also far more cost-effective.
According to Harvard Business Review, acquiring a new customer can cost five to 25 times more than retaining an existing one¹. Bain & Company and Marketing Metrics further report that you have a 60–70% chance of selling to someone who’s bought from you before, compared to just 5–20% for new prospects².
Let’s run the numbers.
Say you have 100 repeat clients annually, each bringing in $2,000 annually. If just 15 of those customers quietly disappear, that’s $30,000 in lost revenue.
If acquiring a new customer costs you an average of $300 in marketing and sales effort, you’re spending $4,500 to replace what you’ve lost—assuming they convert.
The numbers are startling, yet many businesses don’t have a clear process for identifying or re-engaging lapsed clients.
WHY CUSTOMERS QUIETLY DISAPPEAR
In most cases, customers don’t leave because of dissatisfaction. They leave because:
• They got busy and forgot to reorder
• Their needs changed, and they didn’t realise you still offered a solution
• A competitor followed up… and you didn’t
• They assumed you didn’t notice—or didn’t care—that they stopped buying
Lapsed customers are often still warm. They need a reason to reengage, which is often a simple reminder that you’re paying attention.
SPOTTING THE EARLY WARNING SIGNS
If you’re not already tracking customer purchase timelines, it doesn’t have to be complex. Simply noting the last order date, frequency, and average value, will highlight for you when your client exceeds their usual reorder interval.
Better visibility means faster intervention—and fewer silent losses.
CAN SMALL BUSINESSES DO THIS?
Absolutely; and it doesn’t need to be high-tech to be high-impact.
Even a basic spreadsheet will do the job if you’re not using a CRM. List repeat customers, track their order frequency, and flag any gaps. Start with your top five, ten or twenty accounts to make it manageable. You’ll be surprised how quickly the patterns reveal themselves. And how many opportunities are hiding in plain sight.
This isn’t about adding another onerous additional administration task to your list. It’s about increasing awareness and visibility of your top customers’ ordering patterns across your entire sales team. When everyone knows what “normal” looks like for each customer, you can act before the silence becomes permanent.
WHAT CAN YOU DO NOW TO GET TRACTION?
If you want to take immediate action, here’s a simple framework that gets results fast:
Step 1: Identify your top ten lapsed customers. Review your records and flag those whose buying behaviour has dropped off or changed noticeably compared to their usual pattern.
Step 2: Reach out to five this week. Don’t overthink it. Use a simple plain messaging for your call or email. Something like:
“Hi [Name], it’s [Your Name] from [Business Name]. The purpose of the call is to check in as we haven’t heard from you in a while. How’s business going on your end?”
Step 3: Contact the next five next week. Space it out so it’s manageable, but don’t lose momentum.
Step 4: Track your success rate. How many replies? How many reorders? How many valuable conversations were restarted?
This small step can help you recapture significant revenue with little cost.
HOW TO RECONNECT IN A MEANINGFUL WAY
Reaching out to a lapsed client can feel awkward, especially if you’re unsure what caused the drop-off in the first place. But thoughtful reengagement isn’t about delivering a pitch but opening a conversation.
The businesses that do this approach it with curiosity and care. They don’t assume the worst. They simply ask how the client has been, whether anything’s changed, and if there’s anything they could be doing to help. It’s more customer service-based than sales-based.
A casual check-in can uncover valuable insights: perhaps the client’s needs have shifted, their volume has dropped, or they’ve been too busy to place a new order. And occasionally, they’ll admit they’ve gone elsewhere—but even that gives you clarity and a chance to win them back.
The key is to be human. Reach out not to sell but to get genuinely curious. Ask how things are going, what’s changed, and what’s next. These questions, delivered with genuine intent, re-establish trust, remind the client you are still there to help and keep the door open.
CHRISTINA BRUCE
TURNING RE-ENGAGEMENT INTO A REVENUE STRATEGY
Reaching out to lapsed customers should become part of your regular rhythm, not something you do only when sales are slow.
You can embed it into your process by:
• Scheduling a monthly “lapsed customer check-in” block
• Creating a simple dashboard to flag deviations in order of frequency
• Training your team to track follow-ups and report re-engagement outcomes
Reconnection isn’t awkward when it’s consistent, it’s one of the most powerful ways to protect and grow your revenue. But, like most things, comfort and confidence comes with practice. The more you do it, the easier it will become.
FINAL THOUGHT: DON’T LET SILENCE COST YOU
Lapsed customers are one of the biggest hidden drains on small businesses. And yet, they’re also one of the most solvable problems.
If you’re only focused on bringing in new business, you’re leaving easy sales on the table while existing customers quietly find someone else to work with.
The solution isn’t complex. Notice who has gone quiet, and then with care and curiosity, reach out to them.
Because when customers feel seen, they come back. And when you make it a habit to check in before they lapse, they never need to leave in the first place.
References:
1. Harvard Business Review https://hbr.org/2014/10/the-value-of-keeping-the-right-customers 2. Invesp https://www.invespcro.com/blog/customer-acquisition-retention/ 3. McKinsey & Company https://www.mckinsey.com/~/media/mckinsey/email/rethink/2023/08/202308-16c.html
Meta is killing Manual Ad Targeting
Manual audience targeting is being further reduced, and AIdriven Advantage+ targeting is becoming the default for more campaign types.
To many, especially those outside the day-to-day of digital advertising and agency life, this might sound like good news. Meta promotes the move as one that delivers better performance with less effort, where the machine does the work while conversions roll in.
However, the reality is more complex for small and mediumsized signage businesses, whether they do their own digital advertising, or those who are outsourcing ad management to an agency or freelancer.
This shift is not necessarily going to make advertising “easier.” It demands more skill, strategy, and creativity than ever before. If you or the agency you use are prepared, you could see stronger results. But if not, you may find yourself spending more and getting less, with no idea why.
Let’s unpack what’s changing and what you need to know to ensure that your ad budget is being spent wisely and optimally.
THE DEATH OF MANUAL TARGETING MEANS LESS CONTROL
Until now, when buying an ad campaign, you could manually refine your ad audiences by combining demographics, interests, behaviours, and geographic zones to help your signage business reach the right prospects. For example, suppose you specialise in vehicle wraps or real estate signage. In that case, the person managing your digital advertising might have narrowed your audience to specific industries, suburbs, or buyer types, and they may have already done test campaigns validating this audience for you.
Now, with Meta’s AI-first Advantage+ model, most of that control disappears. Buyers can still set basic objectives for ad campaigns, but it’s in Meta’s hands after that.
The platform will automatically test, learn, and optimise based on what it thinks will deliver results.
That might work well for large national brands with mass-market appeal in consumer or retail markets. But it’s much riskier for local graphics businesses, or trade suppliers with specific buyer personas. Meta’s algorithm may eventually find the right audience, but how much of your budget will be wasted on testing to get you there?
Photo Credit: AdobeStock
If your campaigns rely on targeting to place your content in front of the right people, you will now need to shift gears.
CREATIVE IS NOW THE CAMPAIGN
With targeting stripped back, the most significant lever of campaign success becomes your creative, which is the visual content and messaging used in your ads.
Your images, videos, headlines, and offers will now do all the work of attracting the right audience. In Meta’s eyes, good creative helps the algorithm figure out who’s interested in your offering, and they are expecting that to be faster and cheaper than manual targeting. What this means:
• Static product shots won’t cut it anymore.
• Strong visuals or video of your installations, team, or client jobs will become more important.
• You’ll need more variations to avoid “ad fatigue.”
If your ad freelancer or agency hasn’t requested updated approval on new creative assets in months or is still running the same “special offer” ad on repeat with minor tweaks - it’s time to ask how they plan to adapt.
If you do your own advertising, then it’s time to refresh your creative and launch a new campaign.
OLD METRICS DON’T TELL THE WHOLE STORY ANYMORE
Previously, you could judge the performance of your ads by clear metrics like cost-per-lead or click-through rate.
With AI-led campaigns, results are not straightforward. Your top-performing ad might have fewer clicks but better conversions behind the scenes, thanks to data that only Meta can fully see and understand.
If you outsource, with the help of your agency, you should now be monitoring deeper platform signals, not just surface numbers. If your reports only focus on “likes” and “CPL,” you are not seeing the whole picture.
HIGHER COSTS, HIGHER STAKES
Meta claims Advantage+ levels the playing field. However, with rising ad costs (especially cost per 1,000 impressions), businesses need better offers, tighter margins, and more innovative back-end systems to stay profitable.
If you don’t have solid email follow-up, lead nurturing, or upsells, you might struggle to turn new leads into long-term value, meaning every click costs more than before.
Make sure your campaigns factor in your whole customer journey, not just your first sale, so you look at the entire picture.
STRATEGY ISN’T DEAD, IT’S JUST MOVED
Some agencies or freelance contractors might tell you, “Don’t worry, the algorithm handles it now.” That’s a red flag.
Strategy still matters, and it matters a lot. It has moved from micro-targeting and budget tweaking to further include knowing your customer, positioning your offer more clearly, creating content
that connects, and reading the right data signals
Your marketing person, whether internal or external, should still help you define a clear campaign strategy and not just click buttons and hope for the best.
ASK THE RIGHT QUESTIONS
Meta’s shift to Advantage+ isn’t the end of advertising as we know it. But it is a reset.
It sharpens the focus back to the age-old fundamentals and the staples of excellent marketing.
If you’re outsourcing your digital marketing, this is a moment to pause and check-in. Make sure your vendor understands the new rules and has a plan to help you win work under them.
Because while AI can assist, it’s only as strong as the inputs we give it.
Five Questions to Ask your Marketing Person or Ad Agency this Month
1. Are you using Meta’s Advantage+ in my campaigns? If so, how?
2. What creative assets are we running, and how often are they refreshed?
3. What metrics are you now tracking beyond cost-per-click or cost-per-lead?
4. How are you adjusting our strategy to suit AI-led optimisation?
5. Can we test more visual content from our installs, customer jobs, or projects?
CASS THEODORE is a Digital Marketer and Founding Director of That Mrkg agency. She specialises in strategic performance marketing with over ten years of experience. She is a highly creative marketer who creates targeted and effective marketing campaigns, with expertise in strategic marketing and social ads. Cass has a proven track record of driving significant increases in website traffic, lead generation, and revenue growth for her clients. Cass is the ideal partner for businesses looking to thrive in the digital landscape, offering expertise in strategic marketing planning, social media ads, email marketing, and invaluable marketing consulting services. www.thatmrkg.com
How to Estimate Your Business’s Worth
Understanding your business’s value is one of the most critical steps in making informed decisions about its future. Knowing your business’s worth gives you clarity and confidence, whether you’re looking to grow, attract investment, or prepare for an exit. While a professional valuation provides the most accurate picture, you can start with a simple, reliable method to estimate your business’s worth.
This article outlines a three-step process using common industry benchmarks to help you calculate a rough estimate. Please note that this is a general guide and not a substitute for formal financial advice. A professional business valuation is essential for legal, funding, or sale purposes.
STEP 1: GATHER KEY FINANCIAL FIGURES
Before you begin estimating, collect two essential numbers from your financial statements:
• Annual Revenue: This is your total business income over the past 12 months before any deductions. It appears at the top of your Profit & Loss (P&L) statement and is known as turnover.
• Net Profit or EBITDA: This figure shows what your business earns after covering all regular expenses, such as salaries, rent, and utilities. EBITDA stands for Earnings Before Interest, Taxes, Depreciation, and Amortisation, and it’s a standard measure used in many valuations. For simplicity, you can use net profit if EBITDA is not available.
Your accountant or bookkeeper can help you locate these figures if needed.
STEP 2: APPLY A COMMON VALUATION FORMULA
A widely accepted method for small and medium-sized business valuations is the income-based approach, which uses a profit multiplier. It estimates value by multiplying your net profit or EBITDA by a factor typically ranging from 2.5 to 3.5, depending on your industry and business characteristics.
Example:
If your net profit is $250,000:
• Low Estimate: $250,000 × 2.5 = $625,000
• High Estimate: $250,000 × 3.5 = $875,000
Your estimated business value would be in the range of $625,000 to $875,000. This provides a helpful ballpark figure to guide your strategic decisions.
STEP 3: CONSIDER KEY VALUE DRIVERS
While the above formula offers a starting point, many qualitative factors can push your valuation higher or lower. Consider these common drivers of business value:
• Consistent revenue and profit growth
• The ability to operate without the current owner
• Recurring income (e.g., subscriptions or contracts)
• High customer retention and low client concentration
• Ownership of intellectual property or brand assets
• Expansion opportunities in untapped markets
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• Clear operational systems and processes
• Strong management team and business history
The more of these value drivers your business has, the more attractive it is to investors or buyers — and the higher your potential valuation.
WHY YOU MIGHT NEED A BUSINESS VALUATION
Valuing your business isn’t just for those looking to sell. A business valuation can be crucial for:
• Selling your business: to determine a fair market price
• Mergers or acquisitions : to negotiate from a position of strength
• Raising capital: to attract investment with realistic expectations
• Strategic planning : to set goals and make informed decisions
• Succession or estate planning : to prepare for future transitions
• Understanding your net worth : for insurance or financial planning
It also helps uncover potential risks and opportunities, allowing you to refine your business strategy.
PROFESSIONAL VALUATION METHODS
While DIY estimates are a helpful starting point, a professional valuation provides a more accurate and comprehensive view. Experts typically use one or more of these three recognised methods:
1. Asset-Based Valuation: This method adds the value of all tangible and intangible assets (e.g., equipment, property, inventory, intellectual property) and subtracts liabilities.
2. Market-Based Valuation: This method compares your business to
similar companies recently sold, using current market data and industry benchmarks.
3. Income-Based Valuation: This method projects future cash flows and discounts them to present value, or it applies a profit multiple (as we did earlier).
The right approach depends on your business structure, asset base, and industry trends.
THE IMPORTANCE OF A PROFESSIONAL VALUATION
While it’s tempting to rely on a quick online calculator, doing so can lead to serious misjudgments:
You might undervalue your business and miss out on profits
You might overvalue and deter buyers or investors
You might overlook hidden liabilities or undervalued assets
Working with a Virtual CFO or valuation expert helps you fully understand your business’s current and potential future value. They’ll consider the complete financial picture — including your balance sheet, financial history, operational setup, and industry landscape.
Knowing your business’s worth is the first step toward achieving your goals, whether you’re looking to sell or scale. Use the basic calculator to get started — and when you’re ready to go deeper, a professional valuation can provide the insight and guidance you need to grow and succeed.
Book a Free Consultation with a CFO On-Call Expert today.
