Jamie Manifold, Amari product development manager, explains why it’s changing its communications strategy to wow designers.
As a relative latecomer to supplying the world of print with substrates Amari has had to look to innovate, the result being products that enable printers and designers both to fully express their ideas in POS /POP applications. Think Falconboard, which Amari brought to the UK market, and Bubbleprint board, the polypropylene based lightweight sheet - and latterly PET films that provide a non-PVC option for in-store displays.
But Amari has realised that stock and service are not enough these days to help it win new business. Jamie Manifold, Amari product development manager, says the company has therefore started communicating directly with the creative elements of the industry - whether that be in-house creatives at the printer, designers, agencies, architects or end users.
Within the last year Amari has employed someone who’s specific role it is to visit agencies and designers, with the intention of broadening their product knowledge. The company also has a national sales manager who calls on the larger converters but spends a lot of time with the specifiers or designers at end users.
Steve Cleave says of this strategy: “Having worked in distribution and manufacturing for many years and seen many different new products during this time, my approach has changed dramatically over the last few years. I now discuss directly with end users, agencies, designers and the in-house creative teams, demonstrating how products are used and for what type of applications. Knowledge of our customers’ requirements are key to offering the right solution for the application.”
Amari has also employed a product manager for one specific product, and is now looking at a second to cover three or four products that can be utilised in wide-format printing. These managers are very technical, with immense product knowledge and will work with the creatives/designers to provide solutions for challenging POS/POP applications.
Manifold says: “By getting to see the individuals responsible for the initial designs we can help them develop applications. New materials are clearly ones where we have to explain the
potential for use and it is surprising to all how varied the applications are for wide-format digital printing. The real growth area, away from traditional POS/POP or vehicle graphics, that a lot of designers are now embracing is interiors – using products such as Mactac WW300 for wall decoration, floor graphic and window films to accentuate buildings and the new Boltaron membrane press sheet that can be used to make substantial furniture but is printable so that furniture is personalised. 10 years ago that was almost unthinkable.”
To support this change in direction Amari has also changed its in-house and external training of customers so that it’s now application based. The company also regularly has open days at some of its 28 sites around the UK, where creatives are invited, as well as converters, to meet manufacturers and visibly see applications that products have been used for in the past.
Finally, Amari is broadening its communications tools set. Its website is being updated and will include more application-based knowledge. Advertising/editorials are no longer confined to general print or signage magazines but a broad base of retail and design orientated magazines; ecast/ecard’s are sent regularly to a huge database of agencies and designers to tempt them into learning more about products; social media is also slowly being engaged by Amari as the realisation hits home that a young designer straight out of college, would probably rather access information that way than via a phone conversation.
Manifold says Amari has recognised that the creative has to be challenged and taken out of his/her comfort zone. “If we want to see ground-breaking ideas and exciting POS/POP or in-store design we need the creative to have a better understanding of the true potential that the huge range of products Amari offers, has, and they need to unlock it. Amari Plastics believes it can fill that knowledge gap and help drive the market forward to reach new heights.”
