Label and tag opportunities show promise for 2014

By Elise Hacking Carr

FAST TIPS

Stuck on selling tags and labels? Here are three no-nonsense tips courtesy of Sandy Brown, plant manager for New Dimension Labels – a Graphic Dimensions Company, Austell, Ga.:

1. Listen. Understand that you aren’t selling anything. As a distributor you are partnering with the end-user to improve production efficiencies, improve product awareness and help them capture more of the market share. By listening, you can hear if they have current issues in either the production or final outcome of their product. Too many sales representatives are just looking for the sale instead of understanding their client’s needs.

2. Utilize your supplier’s expertise. At New Dimension Labels we are partnering with our distributors to help them partner with their client. It’s a team effort that goes a lot farther than writing a purchase order. The distributor doesn’t need to know everything about labels, as we are their technical resource for any of their label and tag needs.

3. Be relatable. There are tons of sales representatives out beating the street. By having an upbeat and friendly personality coupled with listening and having the backing of a great supplier, you will have the upper edge and great success.

After a year fraught with industry shake-ups, government red tape and global strife, many are turning to 2014 for hope. For distributors, hope translates to stability and profits—both of which can be found in the label and tag market. Just ask Sandy Brown, plant manager for New Dimension Labels – a Graphic Dimensions Company, Austell, Ga.

"I have heard the term 'Print is dead' so many times and it is simply not true. Labels and tags are the future," she said. "They will always be needed, and as technology continues to create new adhesives, face sheets and print methods, the sky is the limit."

Brown's optimism is backed by encouraging statistics. According to the Freedonia Group's July 2013 study on the label market, product demand in the United States is projected to climb 4.2 percent annually to $19.1 billion in 2017. To stay on track, labels and tags are getting a little help from their friends. Thanks to digital enhancements like QR codes, these pieces are positioned to engage their audience in exciting ways. Richard Phelps, owner and director of marketing for Allen-Bailey Tag & Label Inc., Caledonia, N.Y., offered more information.

"The QR code can be static or consecutive and have a GUID (globally unique identifier) associated with it," he explained. "Allen-Bailey has some proprietary ways in which it addresses these requirements and distributors should not be afraid of the new requirements. They should capture as much information as they can from their customer in regard to the use of the product, and convey that to their manufacturing partner."

Certain printing processes are also creating opportunities for distributors. John Shanley, president of Labels West, Woodinville, Wash., pointed to flexography as one example. Because of advances in press design and plate making technology, the quality of flexo printed products has grown exponentially compared to just a few years ago. As a result, customers are afforded more flexibility in what they choose to print on their label, giving distributors an easier sell, Shanley said.

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Elise Hacking Carr Author's page

Elise Hacking Carr is editor-in-chief/content director for Print+Promo magazine.

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