Chris Martin,? country manager for Mactac UK, explains how it’s helping get the message out about the creative potential of printable wide-format media.
Having served the Graphics Industry for over 40 years, Mactac has built its reputation on innovative, reliable products. At the heart of its development strategy is understanding what the end user wants so that it can deliver materials that exploit the company’s knowledge and expertise across its three business units - graphic and decorative products, technical tapes, and label materials.
For example, when the potential market for wall, street and floor products was identified it was obvious a high performance adhesive would be a prerequisite. Here Mactac was able to utilise proven existing, or “tweaked”, technical tape adhesives it already supplies into similarly demanding applications in the building and construction industry to create complete product ranges for each of these applications
Serving so many varied and changing markets creates an expectation within Mactac to remain at the forefront when it comes to developing products for both existing and new applications. In this respect it has come to realise that an application led, consultative approach to working with customers works best and is to everyone’s advantage, whether the customer be a designer, architect, printer, sign maker, installer etc.
Of course, having huge products and market knowledge within Mactac is all well and good, but the real challenge is how best to get the specific information required by the different people out into the supply chain to ensure the best /right product is chosen for every application. And how does Mactac “sow the seeds” in the minds of the huge number of creatives as to what is possible with self-adhesive products?
To that end Mactac has invested heavily and focused on easy access and sharing of the accumulated knowledge and expertise it has to offer. To begin with Mactac embarked on an intensive application led training programme with its three Gold Distributors - Amari Plastics, All Print Supplies and Pyramid Display - to increase the knowledge and expertise within those operations on product selection when consulting with their customers.
In that training, great emphasis was put on new products and providing supporting promotional material to get these seen and understood in the market. For example, a new application-based brochure (see image) was produced containing a huge number and variety of photos of new, often unusual, and innovative installations to give the creative audience new ideas.
Also, for Mactac’s distributors and their customers, the company created an easy-to-use 3D app for mobile and desktop devices that acts as an interactive means of defining products for various applications, and contains myriad photographic examples of past applications, technical data and availability information.
In addition, Mactac has recognised that with new product launches descriptive product names, as opposed to confusing product codes, is the way forward to help identify and promote applications. Recent examples are StreetRap and StreetLam, a digitally printable vinyl and accompanying print protective laminate that can be directly bonded outdoor in the street, or Floor Grip a new anti-slip over-laminate for interior use.
Continuing the application led approach, and to further encourage and reward creativity and innovation, last December the worldwide Mactac Creative Awards was launched. This online scheme was developed to promote customers’ creativity and to act as a showcase for the finest projects carried out using Mactac products. Those wishing to enter can find out more and submit details plus photographs of their projects on the dedicated website www.mactac-creative-awards.com.
In short a professional jury and the public vote for project of the day, week, month and year within five categories - exterior decoration, vehicles, boats, exterior/interior decoration of stores and sales outlets, and the fast growing sector of non-promotional interior decoration.
The Jury will assess projects based on the three criteria of innovation, high impact and design; then winners, apart from the obvious recognition gained via the award, will receive cash prizes and Mactac will actively promote on its website, to the press, and a long list of contacts, the work of those that are successful.