Africa print celebrates Women’s Month by interviewing some of the female trailblazers who are making strides in the industry. Ilisna O’Reilly, Sales Manager at NUtec Digital Ink, and Kitty Mhlongo, Marketing Manager at Kemtek, give their take on major industry trends, as well as advice to young women starting their careers in the print industry.
How important is sustainability to your customers, and how do you communicate your efforts in this area?
O’Reilly said that retailers in the industry are becoming more conscientious in terms of how products their suppliers procure are manufactured, whether it’s digitally printed fabrics for clothing or in-store printed substrates used for display.
‘NUtec as a manufacturer is constantly looking at ways to reduce the environmental impact by selecting raw materials that are more environmentally responsible, raw materials that have lower VOC (volatile organic compounds) emissions and ozone depleting substances. Receiving world-class awards on selected products, for example UL GREENGUARD Gold Certification for applications with low VOC’S, as well as OEKO-TEX passport certified inks that have been tested for harmful substances, means we are setting the benchmark for textile safety,’ she said.
‘Our dedicated regulatory department monitors all international regulations to ensure our products adhere to these international standards. NUtec also recently installed a photovoltaic solar energy system that will generate 400MWh of clean energy annually, resulting in our carbon emissions being 600 tons less per year.’
How has the digital transformation impacted your business operations and marketing strategies?
Mhlongo said that digital transformation has been nothing short of a game-changer for Kemtek. ‘It’s like we’ve moved from driving a well-oiled machine to piloting a cutting-edge spacecraft. Everything has become faster, smarter and more data-driven.’
‘On the operations side, the impact has been profound. We’ve integrated digital tools like Trello to streamline everything within the marketing team to help us better manage projects, events and content. These platforms allow us to collaborate better even when we’re working remotely, keep track of current and upcoming projects as well as manage human resources more effectively,’ added Mhlongo.
‘As for our marketing strategies, digital transformation has opened up a whole new world of possibilities. We’ve shifted from traditional, one-size-fits-all campaigns to highly targeted, multi-channel strategies. With the help of platforms like Google Analytics, we can now track customer behaviour across multiple touchpoints: social media, email, our website and even print. This data empowers us to craft messages that resonate deeply with our audience, delivered at the exact right moment.’
‘Moreover, the rise of digital has allowed us to experiment with content in ways that were unimaginable before. We’re exploring creating interactive and dynamic content such as webinars for our partners that engages our audience on a much deeper level. And because we can measure everything in real-time, we’ll be able to constantly make iterations and improve our strategies, ensuring that we stay ahead of the curve.’
Mhlongo said digital transformation hasn’t just impacted their business, it has revolutionised it. ‘We’re more agile, more responsive, and more connected to our customers than ever before. And that’s a very exciting place to be.’
What are the biggest challenges you face in bridging the gap between print and digital media?
Mhlongo said the biggest challenge is not just technological, it’s psychological. ‘There’s often a mindset that print is ‘old school’ and digital is the future, but the truth is, they’re two sides of the same coin. Getting stakeholders to see the value in an integrated approach can be tough.’
Additionally, tracking ROI can be a challenge. ‘Digital offers instant analytics, while print’s impact is often delayed. We overcome this by making use of tools such as QR codes to drive traffic from print to digital, allowing us to track customer behaviour across two very different mediums. It’s still a challenge to align expectations and prove that print isn’t just a compliment, it’s a crucial part of the marketing mix,’ added Mhlongo.
What advice would you give to young women entering the print industry today?
‘First, let me say welcome. This industry needs your creativity, passion, and perspective more than ever! My advice? Don’t let the ‘old boys’ club’ mentality discourage you. Print might have a reputation for being traditional, but that’s exactly why it needs fresh voices like yours to push boundaries and innovate,’ said Mhlongo.
‘Secondly, become a hybrid professional. Master both print and digital. The future of marketing is in knowing how to weave these two together seamlessly. You’ll stand out if you can speak the language of both offset printers and digital marketers.’
‘Lastly, network relentlessly. The print industry is built on relationships. Find mentors, join industry groups and don’t be afraid to ask questions. Knowledge is power, and in this industry, it’s also influence,’ concluded Mhlongo.
O’Reilly’s advice is to ‘Always be a follow-through person, make sure you are keeping yourself relevant, and embrace an ever-evolving industry. Show up every day, and don’t be afraid to voice your valuable opinions. Use the correct social media platforms like LinkedIn to show your ideas, your achievements and successes. Take constructive criticism, and don’t be afraid to learn and to share what you have learnt with others.’
Do you want more inspiring content from successful women in the industry? Printing SA will host its Central Chamber ‘Printspired’ – Women Changing the Future of Print event on 30 August 2024. Tickets are still available, book now. Africa Print, Sign Africa and Modern Marketing are proud media partners of the event.
PRINTING SA
+27 11 287 1160
info@printingsa.org
http://www.printingsa.org
