Think print is dead? Think again. Even as we see the world around us go digital, print is still a thriving industry especially here in Singapore. With over 900 local printing establishments, Singapore is a top printing hub for the region and is renowned for quality, reliability and efficiency, and robust intellectual property protection. But in order to remain relevant and compete with players from around the globe, many businesses are actively taking steps to keep up with advancements in technology by adopting new solutions. Some have even expanded their suite of services to include valued added capabilities that can bring the gifts and premiums industry to another level.
The Singapore Gifts Show spoke to some local printing and paper houses to find out how innovation has changed their businesses for the better and allowed them to evolve with changing customers’ needs, expectations and preferences.
Technology as an enabler
Technology can pose as a threat or provide opportunity and inspiration depending on how it is viewed. Antalis, a leading distributor of paper, packaging solutions and visual communications products for professionals, shared in a recent interview with SGS that technology has opened up more ways for them to reach their target audience and promote its paper products through email, social media and websites. In fact, embracing technology has helped them create an online presence to bring their latest products, collaborations, events and public relations initiatives to the online community. For Antalis, print is well alive and relevant where the desired message is meant to be personal, exclusive and exceptional as it has the ability to address one person directly at a time.
Apart from increasing reach and breaking through clutter, technology has also improved the quality of print. ASP Innovative not only provides customers with a slew of gift and premiums options, but offers and recommends a variety of printing processes to suit different surfaces and. For example, the special Metal Print process makes the printed area scratch and wear resistant while the revolutionary 360° Digital Print allows the entire circumference of a pen’s barrel to be printed with photo-realistic prints and complex colour gradients. ASP Innovative’s services do not end there – print durability is verified using abrasion and dishwasher tests and high quality is ensured using the optical curve technique.
Innovation through knowledge and design
As customers have greater access to information at the touch of the button and scroll of a mouse, print, paper and premiums suppliers are pressured to innovate as competition increases. Many suppliers are now offering new services to cater to needs of a more empowered and knowledgeable customer.
These services that are aimed at helping customers make better choices include paper consulting service (Antalis) and page layout and design services for marketing collateral (Grenadier Press).
Antalis’ dedicated team of Paper Consultants, for example, assists designers and corporate users in shortlisting and selecting paper choices. While the Internet still serves as a source of information, this service gives customers clarity in terms of suitable paper usage and provides them mock-ups before committing their project for final printing.
The company also seeks to engage the design community and bring more exposure to their customers’ works through self-funded initiatives implemented across Asia such as the Antalis 10-20-30 project, The Paperweight Awards and Conqueror Design Contest.
Greater emphasis on packaging
Any marketer knows that having a great product alone does not guarantee a lasting impression – the packaging it comes in requires just as much thought to bring about the desired impact. Some suggestions for choosing a suitable packaging for your corporate gift includes its shape, functionality and materials to be used.
Antalis shared that they have started to collaborate with end users and packaging agencies, getting involved in the entire process of developing packaging. Requirements like high whiteness, light fastness and sensory cues are taken into consideration before a recommendation of suitable paper materials is made. In some cases, clients might choose to work with papers that have unique characteristics and formulate a design around that paper instead.
As design becomes priority for corporate gift buyers, the print industry is amping up their game to continuously improve value for their customers. What this means for both suppliers and customers is that with technology and innovation, many are now able to explore ideas never before imagined.
1. Reader’s Digest has maintained a global presence for almost a century – to what do you owe your longevity?
Ms Laetitia Mahicka – Retail and Custom Publishing Manager, APAC (RD): Reader’s Digest magazine began over 90 years ago with a simple idea – condense the very best of articles into one enlightening and entertaining read, that every member of the family can enjoy. This idea has remained the constant guide for editors over the generations, and has helped the magazine build a loyal and steadfast stream of readers.
2. What brings Reader’s Digest to the Singapore Gifts Show this year?
(RD): Reader’s Digest is the best loved magazine and therefore it is the perfect gift to give away. To celebrate our first year at the Singapore Gifts Show, we will have special offers especially for visitors.
3. How important is it to cultivate a culture of reading in today’s always-on-the-go lifestyle?
(RD): Reading offers an escape to a place where interesting people, places and events collide. It feeds our creativity and helps us to take risks, try new adventures and learn wonderful things. Even in today’s fast-paced world, the solitary act of reading remains the best way to nurture our sense of self. Through reading, we can explore a world full of humour, adventure, thrills and inspiration.
4. Being in the media industry, you may have received a range of thank you gifts and media drops. What were some of the most memorable ones?
(RD): Our most memorable ones would be the thousands and thousands of personal stories and anecdotes from readers that we received over the years and which have inspired millions of people.
5. What’s the next big thing for Reader’s Digest?
(RD): Reader’s Digest has remained true to its founding philosophy – to provide our readers with stories about ordinary people achieving extraordinary things. We continue to celebrate the best that people have to offer the world around them. Our reach now extends across generations through our digital iPad and iPhone e-magazines as well as to our social media followers.
Singapore Gifts Show 2017 12 - 14 July, Copyright & copy; 2017 TTG Asia Media
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