Laser Labels Remain Hot Sellers

Distributors can profit from end-user mailing and product identification needs.

What's not to love about laser labels? The adhesive-oozing, printer-jamming and label-curling snafus have, essentially, been eliminated, the technology is more affordable than ever, and customers find them indispensable products for a variety of home and office uses.

Although emerging technologies can wreak havoc on some traditional product lines, for the foreseeable future, suppliers such as Continental Datalabel, Elgin, Ill., and North Mankato, Minnesota-based Label Works expect laser labels to hold their own. "They are definitely a valuable product line for us," noted Katherine Bjorndahl, marketing coordinator for Label Works. "Sales remain steady, and we have seen growth."

Bjorndahl explained that stock products—available blank or printed with senders' information—feature a variety of pre-printed color border designs and come as 31⁄3x4˝ mailing labels printed six up on 81⁄2x11˝ sheets. "As simple as it may seem, designs that specify 'to' and 'from' are among the most popular," she added. "We also get more requests for border designs printed in red and blue."

In addition, Label Works offers 26 configurations for its custom laser label products, including media storage applications for CD-ROMs, diskettes, videos and audio cassettes. Many are compatible with today's most popular label software packages.

Said Melinda Fulton, marketing manager at Continental DataLabel, "Anyone who would use a label is a potential customer." The company provides stock and custom products for distributors, as well as other printers, and address and shipping labels make up the bulk of the orders—including legal-sized laser sheets measuring 81⁄2x14˝ containing two 41⁄4x13˝ labels that are perfect for corner wrapping applications. The labels may be separated at a perf to produce two 41⁄4x61⁄2˝ labels.

"There are many other applications for laser labels," Fulton continued. "For instance, we're doing a custom label for a group of libraries using a special polyester laser material. There are 64 labels on an 81⁄2x11˝ sheet that end-users will bar code on laser printers and use to track the books. We also offer laser transcription labels, which are available in 8x1˝ and 8x2˝ designs," she said. "They have perforations every inch or every two inches, and are used to conceal data on various medical documents and to add information."

Fulton added that Continental Datalabel can produce laser labels on web offset presses, which provides higher print quality and tighter registration.

Applications Galore

Both Bjorndahl and Fulton pointed out that many of their companies' stock laser label products are also compatible with ink-jet printers. "Laser/ink-jet labels have been available for some time, and distributors are fairly familiar with the products," said Bjorndahl. "However, many end-users are now discovering that there are more places where they can use these labels."

In addition, more affordable ink-jet and laser printers have meant a proliferation of these devices in offices and homes, which is adding to the demand—and the creativity. "Customers are asking for different stocks," Bjorndahl continued, "such as gold- and silver-foil laser stocks used for scrapbooking and wedding applications, perhaps printed with a commemorative date or thank-you message." End-users can also use standard paper stock and a metallic ink for a similar effect.

Bjorndahl noted that circular configurations are popular for inventory purposes, particularly for small businesses and home office use. Businesses also use laser labels for special events and fundraising drives, and to promote causes. "End-users can take fluorescent stocks and black ink and do this themselves," Bjorndahl said. "The vibrant fluorescents really do the job when customers need to highlight something."

She encouraged promotional products distributors in particular to broach the subject of laser label usage with customers. "End-users who are working on fundraising, preparing boxes and materials for shipping to trade shows, and sending new products to the marketplace are all strong candidates," she said.

Both contributors stressed the importance of discussing the full application with the end-user to ensure that the proper stock and adhesive are used. "For example, if the label will be used in a freezer, it's important to know if it will be applied directly to a cold surface or one applied at room temperature, then chilled," said Fulton. "And, adhesive requirements are different for metal, cardboard and wood surfaces."

Bjorndahl mentioned that for outdoor applications, special coatings are required, such as a moisture-resistant varnish, or a vinyl stock may be necessary.

Although sales are healthy and laser labels appear to have staying power, Fulton mentioned that advancements in RFID (radio frequency identification) products—as well as technology that allows for printing directly on products, such as boxes and CDs—may have ramifications for the future. "Technology may have an impact on laser label usage, but it could be cost-prohibitive," she said. "There will be a strong demand for laser labels for some time."

By Maggie DeWitt