One thing that’s undeniable about tags and labels is that they are everywhere. We have tags for our luggage; labels on all our packaging, clothing, and more — I could keep going with the examples, but I won’t bore you. Essentially, labels and tags can be used to further enhance a brand and tell its story in greater detail. And as we enter the new year, distributors should be privy to what they can offer so their clients’ brands stand out and stay on people’s minds.
Custom Messaging is Key
Sharon Menssen, marketing manager at Label Works, North Mankato, Minnesota, says what helps their operation stand out is the fact that they offer custom messaging.
“The beauty of labels, stickers, and decals at Label Works is that we print mostly custom messages, so everything seems new and unique,” Menssen says. “Labels are the perfect vehicle to capture your brand essence and carry it across multiple products.”
Will Prettyman, general manager and leader of the label products division for Alpharetta, Georgia-based Wise, echoes a similar sentiment, saying the options for customization in this segment are endless, and offer distributors plenty of opportunities to sell solutions.
He explains that in the age of digital printing, each label has the potential to be unique and different. A printed label can even allow us to carry the brand experience to our phones.
“With the continual growth of digital printing, end-users continue to understand the benefits of variable content printing,” Prettyman says. “This allows brands to offer things like each individual label being unique, as well as omnichannel marketing through QR codes and such to transition the experience to our digital devices.”
Don’t be Afraid to Ask Questions
One of the key mistakes distributors can make when it comes to the tags and labels segment is simply not talking about them enough. That’s why Prettyman says he and his team at Wise focus on educating their customers on how digital printing and finishing can benefit their brand and campaigns.
“Sometimes distributors can forget how customized label and tag products can be,”Prettyman says. “There are many benefits to offering a custom solution tailored exactly to the end user’s needs. The only way to get there is to ask questions. There are certainly label applications that are a commodity, but there are lots of custom solutions as well.”
Menssen also agrees, saying the biggest mistake distributors can make is not reaching out and asking questions. At the end of the day, if you don’t ask, you don’t get. So if you’re ever curious about different customizations and solutions pertaining to labels and tags, the best thing to do is simply pick up the phone or send an email and ask an expert.
“The only mistake I can think about is not reaching out to us if you are unsure,” Menssen says. “We print labels, stickers, and decals all day, every day, and we truly are the label experts. We can help you and your client make the decision on what is best for their product.”
Peak Times, Shmeak Times
While other product categories might have peak selling times, or at least times where they sell a little better comparatively, tags and labels are more consistent. It’s an opportunity that goes year-round. If a seasonal event happens to coincide, even better.
“There are no peaks and valleys as far as selling times, but the smart marketer will use different events or seasonal opportunities to freshen up their brand to be relevant in the moment with a label refresh to meet the times,” Menssen says. Prettyman says that generally the most optimal time for labels is when kids are in school because “everyone is focused on their work.” But, he warns that you never know when an opportunity will present itself, so be prepared.
What’s Available
Curious about the different substrates and inks that suppliers like Wise and Label Works offer for tag and label printing? Here are just a few examples.
Prettyman says Wise plans to sell more metallic options, including metallized substrates, metallic digital inks, and metallic foils. Label Works also uses metallic inks, and is a licensed Color-Logic partner.
“At Label Works, we really cover the gamut in materials and decoration methods,” Menssen says. “We carry well over 25 standard substrates, and if there is something else you need, we can source and bring it in for you.”
Menssen also mentions that Label Works is excited to design with the
HP Mosaic technique. Using this process, a brand can create several unique labels from one art file, causing shelf disruption and promoting an individual experience for the customer.
Overall, the key is to create a brand experience that will last.
“Keeping your brand fresh and relevant is so important to catch
the eye of the consumer,” Menssen says. “Don’t be afraid to let us, the experts, help you create an impactful design.”
