Add Value By Affixing Solutions
Applications determine whether affixed or integrated products are indicated.
The demand for value-added products has resulted in some innovative applications that combine multitasking convenience with aesthetic impact. This is certainly true of affixed and integrated products, which offer customers effective, streamlined approaches to sending, receiving and processing information. Add to this the tamper-proof/tamper-evident features that can be incorporated, and it's not surprising that these products are flourishing within the health-care, direct mail, manufacturing and retail industries.
As single products that break out into individual components, there are clearly similarities between affixed and integrated solutions. However, affixed products involve joining two separate pieces of media together, while integrated products use a single base material that's punched or perfed to create the label, card or decal. Intrinsic differences in the manufacturing of these products impact the effectiveness of—and appropriateness for—particular applications.
According to Peter Kvam, director of marketing for Bertek Systems, Swanton, Vt., integrated products were introduced to the market as a cost-saving device eliminating the need to use costly piggyback, pressure-sensitive stock or card stock.
The streamline design of integrated products offers certain advantages, especially when it comes to processing in a laser printer. But Kvam pointed out that there are also limitations—particularly with regard to adhesives. For instance, specific adhesives are
required for many UL/CSA label/forms, as well as several health-care products.
"There is a latex impregnated paper label stock frequently used for lab applications that necessitates a pressure-sensitive material," he said. "The label must be flexible enough to go around a glass vile, and has latex introduced into the slurry for more durability and chemical-resistancy. While it's not impossible to create this product using an integrated format, it is highly unlikely considering the high cost of the specialized stock and the waste that would be involved."
Questions of perceived value can also come into play, observed Kvam. He noted that while integrated cards serve many applications, it's important to know what the end-user thinks is acceptable. "Paper cards are used by many organizations and can last a fair amount of time, but in cases where the end-user desires higher perceived quality and long-term life expectancy, plastic cards prevail," Kvam said.
Getting a Fix on Affixing
Bertek Systems supplies affixed products for markets such as health-care organizations, cosmetic manufacturers, tele-communication companies, state and local governments, various associations and retailers.
A good portion of those products are used as direct mail inserts or stand-alone business applications, including validation stickers that are applied to self-sealing mailers.
Describing production, Kvam said that labels are blown on to a conventional piggyback liner, or Bertek Systems uses its proprietary BareBack method, which involves applying the label stock to a siliconized patch on the carrier.
"We generally use the BareBack process for high-speed laser applications," added Kvam, "since it anchors the card more securely to the carrier."
Know the Client's Intent
Fully understanding how the customer intends to use the product is essential to designing the correct solution. Kvam explained that usage dictates how the card or label must be positioned on the carrier, and which proper stock and coating to employ.
If the product will eventually be imaged, it is imperative for distributors to determine which of the various imaging technologies will be used so the manufacturer can apply the proper chemical coating—whether a laser receptive coating, an impact printer receptive coating, etc—to facilitate that process.
In addition, while a matte coated PVC card would work with an impact printer, the heat of a laser printer would cause it to shrink. Instead, polyester stock would be used for the laser.
"It's surprising how many orders come in without this basic information," Kvam remarked. He added that by discussing applications with customers, both parties can be assured that the best solutions are offered.
"There are still a lot of applications out there where personal data is imaged on a separate label and then combined with a form," said Kvam. "Instead of going into the account and accepting things as they are, the distributor should use this opportunity to educate the customer about the added value of an affixed printing solution."
He also mentioned that because they don't know much about them, some distributors may not even consider card solutions. "Don't be afraid of plastic," said Kvam. "There are knowledgeable manufacturers out there who are more than willing to assist distributors."
Kvam predicted that affixed products will maintain their status well into the future, offering distributors profit margins ranging from 30 percent to 50 percent.
His suggestions for account contacts for these products included membership coordinators, direct mail managers and marketing managers.
By Maggie DeWitt
- Companies:
- Bertek Systems
- People:
- Peter Kvam