It has become a standard part of almost everyone’s life—wake up, shower, brush your teeth, drink that first cup of coffee, grab your security badge and lanyard, and run out the door. Why do lanyard and badge sales continue to live at the top of the promotional product food chain? According to Kimberly Damp, sales and marketing coordinator for The WOV-IN Group, Jackson, Wis., “Lanyards make sense. [They are] a basic ‘one size fits all’ item that can serve multiple purposes: security, identification, advertising, promotional reminder, souvenir and home-daily use. Today, lanyards are now seen as a normal everyday apparel accessory.”
WHAT’S NEW
Now that lanyards are becoming commonplace accessories, those in the business of manufacturing them are starting to get creative. Case in point, Fields Manufacturing, St. Cloud, Minn., has taken the concept of lanyard-as-accessory to a higher level. Recently the company introduced a beaded lanyard that will keep even the most fanatical fashionista feeling stylish. The lanyard features iridescent composite beads, designed as a necklace/lanyard alternative to the standard lanyard fare. Susan Tobias, MAS, senior vice president of sales for Fields Manufacturing, expressed that distributors need to be fearless in presenting new ideas to their clients. “Don’t be afraid to offer different suggestions or take the customer to the next level in a lanyard,” she said. “There are so many different materials to choose from.”
The WOV-IN Group also keeps an old standard fresh by continuing to innovate. “Customers are always looking for the next new trend,” Damp explained. “[They] are becoming a fashionable and hip ‘apparel-like’ accessory.” The WOV-IN Group’s response to the hunt for a new twist are Logo Lanyards, which feature a new logo pendant that can slide on the lanyard much like a bolo tie with branding.
When it comes to innovation, however, lanyard suppliers aren’t the only ones coming up with new ways to sing an old tune—those badges that attach to the lanyard are getting a high-tech face-lift as well. Josh Robbins, vice president of marketing and sales for Imagery Group, Nashville, Tenn., explained how digital print technology is taking off in this arena. “For a long time, the standard for individually personalized badges and plates was a screen printed logo and engraved name,” he said. “Now, with the advances in printers and digital technology, the majority of our business is done in full color. It allows a much cheaper production method for companies to use their multicolor logos.”
The advantages of digital printing are almost too many to mention—from pricing to customization, it is a clear standout. “Digital processes also enable us to use any font style for personalization [that a client] would wish,” Robbins said. “With all of our digital processes, it’s much easier to streamline and automate the production, meaning a cheaper cost per unit to your customers.”
ANY SEASON ‘TIS THE SEASON
Still not feeling inspired to introduce badges and lanyards to your client base? Then there is only one place to go: the bottom line. With retailers preparing for the holiday season and corporate entities beginning to hire again, this already successful niche is expected to grow. “Badge sales across the board are strong right now,” said Robbins. “A lot of companies are starting to bounce back and hire again, resulting in more name badges. Health care in particular is a growing market as many hospitals and care centers are requiring photo ID badges for security purposes. This has been one style of badge that has really taken off.”
Tobias added, “It is a product that is universally used by every type of business. With the constantly increased awareness of security in schools and the marketplace, there remains an ever-increasing demand for lanyards.”
With a lackluster economy, it appears lanyard and badge sales remained steady, in part due to the fact that badges and lanyards have become necessity products, and as Damp explained, an “anytime” product. “Lanyards can be used in many market areas, [especially] business and educational environments for everyday security use,” she said. “Initially, the recession probably did affect sales a bit, but our lanyards are generally ordered for regular, everyday use as opposed to a quick one-day event, which I think were probably more affected.”
DON’T JUST TAKE MY ADVICE
The most important factor to remember when presenting lanyard and badge products to end-buyer clients is that these products are not one-shot orders but long-term solutions for schools and companies. “Think long term,” said Robbins, “One of the great things about selling name badges is that it is ongoing. Repeat orders come in all the time, and it’s important to think about your clients’ ordering needs and habits from the start. While it’s great to sell that initial order and turn in a list of 300 names to be printed, chances are, they will need additional, smaller chunks of badges in the future as they hire or replace employees.”
Representing the lanyard side of the market, Damp agreed. “Don’t just think about lanyards as one-time event items,” she said, and also noted that with the advent of lanyards as pieces worn daily, trying to keep it fun and personalized is important. “Obviously, an ID holder feature is standard with split rings for keys or other hardware options,” said Damp. “Fun, trendy patterns, design variety and unique colors make a lanyard more of an apparel accessory that can be worn daily.”
The options are endless and with digital technology and dye sublimation*, badges and lanyards can become keepsakes that brand a company for extended periods of time. “There are so many different materials to choose from,” said Tobias, “and with the use of dye sublimation a lanyard can be a keepsake to be used long after an event is over.” Robbins supported the notion of badges and lanyards as souvenirs, saying, “We have many customers who use name badges as promotional keepsakes for events and cruises. Attendees are encouraged to take their magnetic badge home and place it on their refrigerator or filing cabinet as a keepsake. We have one company that produces badges for a monthly event, and their employees love their collection of quirky badges.”
* The process of dye sublimation allows a customer to have exactly the PMS color they want on their lanyard and allows for full-color reproduction, even in small quantities.
