Technology modernizes visual marketing tools

Technology is fast modernizing practically all forms of visual marketing tools, which companies use to enhance their brands’ geographic visibility in a bid to gain a bigger share of the market.

This development is also changing the way companies compete for marketing attention as they try to bring brand visibility on a B2B (business to business), or straight to the community and down to the household.

Thus, merchandising collaterals, corporate and product presentations, leave-behind marketing materials, printed memorabilia, and even giant billboards are taking new and exciting forms.

"Nonetheless, technology is not only modernizing these visual marketing tools but also creating cost-efficiencies that can help companies produce print collaterals and below-the-line advertising on a tight budget," said Norelyn Babiera, vice president of Fiera de Manila, an event organizing firm that is staging this year’s biggest exhibit and seminar series on printing and digital imaging in various areas of corporate applications.

"These include the latest trends in desktop publishing, web publishing, large format advertising, pre-press, print production, and multimedia and animation, which are important to companies that are bent on achieving their marketing objectives," Babiera said.

Dubbed "Graphic Expo 2004," the event is slated at the Philippine Trade Training Center on Roxas Blvd., Pasay City, on June 16-19.

While the expo component showcases the biggest assembly of products and technologies on printing and imagery, the seminar series will explore options to minimize cost using new materials, techniques and exciting concepts to maximize market exposure and optimize effectiveness.

These will be presented by experts from various fields, who will also provide comprehensive technology updates on different areas of operation.

Some of the 29 seminar topics include the powerful tools in the latest version of Adobe Photoshop CS, the techniques in implementing color management, advanced masking skills for complex images, retouching tools to fix problem photographs, maximizing use of Adobe Illustrator CS and Macromedia FreeHand MX, InDesign CS, PDF, and transforming a personal computer into an animation studio using Flash MX 2004.

Other seminar topics include CSS tips and tricks in Macromedia Dreamweaver MX, fundamentals of effective publications design, optimizing Photoshop and Illustrator as imaging tools, editing essentials in Adobe Premiere Pro, compositing, color correction and special effects of Adobe Premiere Pro, optimizing videos for the web and DVDs, editing video in Final Cut pro, Adobe Photoshop CS for photographers, and paints and water color in Adobe, among many others.

Special seminar sessions on printing technology update as gathered from DRUPA 2004, the biggest printing show in Germany, will be rolled out by experts. A "Print Buyers Seminar" will also discuss various options on how to produce printed materials cost effectively.

Inquiries and reservations can be made with Fiera de Manila Inc. (tel. 899-6893, 896-0637, 896-0639; fax 896-0637; e-mail [email protected]; and website www.fmi.com.ph).

The event is managed by Fiera de Manila in cooperation with eArt Philippines, IDN Club Phils., Zone V Camera Club, IT Phils., Phil Center for Creative Imaging, Animation Council of the Phils., Outdoor Advertising Association of the Phils., and the Screen Imaging Graphic Association of the Phils.

Graphic Expo 2004 is also supported by American Technologies Inc., Gakken Phils. Inc.; YKL Color Lab/ Fuji Film, and Epson Phils. Corp., and sponsored by the Philippine Daily Inquirer, Manila Bulletin, The Manila Times, IT Update, Metropolitan Computer Times, Computer World Phils., Softrigger Interactive, Designer Magazine, and The Digital Filipino.com.