What opportunities exist for printers specialising in wedding, conference, and other event printing? Soyang takes a look.
For most print shops, business is built on billboards and wide format banners, signage, posters, wraps and flags. But there is another way. The road less followed. The niche print projects that may not be quite so obvious as a way of growing a business.
We’re talking about becoming a specialist in print for events and social occasions.
Why specialise in niche print markets?
There’s an obvious issue here. After all, there’s a reason why every print shop tends to focus on wide format print, flags, posters, banners etc. It’s because that’s where bulk demand sits.
Yet the bulk market brings challenges. How do you differentiate your print shop from the rest (without descending into a price war?). What’s your unique selling point? How do you retain customers who have lots of potential options?
The print, event, and conference printing market may not be as broad and deep as traditional markets, but there are fewer players in it. For a printer attuned to the opportunities that market brings, there are real opportunities.
Event, conference and wedding printing – what’s the potential?
The custom print market in the UK (excluding packaging) was worth about £9 billion in 2024. Over a quarter of a million weddings take place in the UK every year, with an average cost of £23,250, according to Hitched.
Conference organisers in the UK manage a total spend of around £2.5 billion each year. Print represents a significant slice of that. And conference organisers account for only a third of the total events in the UK.
In short, the conference, wedding and event print market may be relatively niche. But it’s a pretty big niche.
Here’s how to maximise the opportunities it presents.
1. Offer custom wedding stationery packages
Offering individual wedding print services can be challenging – it’s hard to make a predictable, regular and worthwhile income from a set of invitations here and a seating chart there.
But when you bundle print, offering a package that includes save-the-dates, invitations, RSVP cards, seating charts, menus, and thank-you cards, you create a valuable offering and a viable business service.
Better still, the wedding market presents perhaps the best opportunity to drive profit from premium finishes like foiling, embossing and letterpress.
2. Create branded event collateral for conferences
It’s a similar situation with conference collateral. Bundle it, offering print kits for corporate events including badges, lanyards, programmes, booth backdrops, and branded swag (notebooks or folders), and you create a comprehensive, repeatable and profitable offering.
To further boost that offering, emphasise fast turnaround and design support for last-minute needs.
3. Provide on-site printing services for large events
The challenge for the biggest event organisers is that when things change, it’s hard to adapt at pace. That’s when an on-demand print partner can be hugely valuable. At trade shows and expos, offer services such as printing updated signage, delegate name cards, or last-minute agenda changes. You’ll need portable printing equipment and tight coordination, but it’s a service that can command premium pricing.
4. Develop a white-label event partner programme
Collaborate with event planners, wedding coordinators, and venues by offering white-labelled or co-branded printing services. These partners can upsell your services as part of their packages, driving steady referrals to your print shop.
5. Promote eco-friendly print options
Carve out a niche with eco-conscious printing. Recycled papers, soy-based inks, and minimal-waste production can be attractive hooks for a sustainability focused target audience.
When marketing, check the sustainability credentials of targets (a specific section on a website, an annual sustainability report, a sustainability accreditation lie EcoVadis, B Corp or Support the Goals) to connect with those most likely to respond to your offering.
6. Target luxury printing markets
Upscale wedding clients or prestige event organisers will want every aspect of the event to carry a premium feel. That includes print, so they’ll want luxury options, such as velvet-touch paper, custom die-cuts, and wax seals.
Talk to Soyang
Want the print materials to support your event, conference or wedding print ambitions? Talk to Soyang.
