Packaging Combo Convenience
Form/label combinations offer relief to those needing to 'keep it together'.
Just one pass through the printer and it's done. No need to match packing invoices with labels, and no reason to purchase and keep track of two separate forms for a single application. Form/label combinations serve as the ideal all-in-one product for many customers' all-in-one needs.
Manufacturers, distributors and mail order companies as well as medical and insurance-related clients are happy to use this product, which solves previously time-consuming and costly problems.
"Any operation that involves a warehouse is the ideal home for this product," said Rick Barbieri, product line manager for Townsend, Massachusetts-based DFS Business Forms.
Because these companies are constantly shipping goods, Barbieri explained, and form/label combos easily keep purchase and shipping data together, fewer errors occur and less time is spent on packaging.
Promoting these products, however, takes time. Currently, form/label combinations account for only a sliver of DFS's production, but that percentage is growing. According to Cheryl Mailloux, marketing manager, the company began manufacturing the product two years ago.
"After researching market trends and trade journals, we decided this was a hot item that many of our competitors were considering," said Mailloux. "In terms of sales, its popularity has been increasing over the past year as distributors spread the word on its convenience."
At Garland, Texas-based Metro Label, form/label combinations continue to account for 5 percent to 10 percent of company product production.
Of that business, about half of those combos is produced for shipping and packing applications, while the rest is used in health care.
"In the health field, reduced errors are extremely important and even though the cost is higher for a form/label combo, no cost is too high when it comes to preventing the possibility of a harmful mistake," said Marketing Manager Steve Mandell.
Selling the benefits of convenience and reduced errors is key when presenting form/label combinations. And while that may be enough to make a sale, Mandell suggested distributors also discuss cost and time-saving advantages.
"Distributors will have to tell their customers that this product will cost more money," said Mandell. "But they need to add that in the long run, the customer will save money."
Mandell explained that since erroneous shipments occur when data is not kept together, it costs companies time and money that totals more than what they would initially invest in combos.
"The chances of packing lists and mailing labels getting mixed up when using form/label combos are minimal," he said. In addition, printing all information on one form, as opposed to multiple forms, saves toner and potential printer maintenance.
Understanding a customer's operations is yet another part of the promotional package, said Charlie Ryan, sales consultant for FORMost Graphic Communications, a distributor located in Rockville, Md. Although integrated cards account for more business than form/label combinations at FORMost, Ryan said salespeople take great care in the design process for those clients buying the latter.
"Distributors can't recommend anything if they don't know what the customer's procedures are," said Ryan.
Currently, FORMost sells combinations to a high-tech computer supply company that uses a sophisticated bar-coded packing list and mailer label. The product was tailor-made to the client's specifications after FORMost investigated the software.
"Working closely with the customer in his domain allowed us to create the best possible combo suitable for that client," said Ryan. "That's the advantage of being in the field, distributors can design from the get-go."
Mandell agreed. "Distributors should think about the client's software since it may limit or expand design possibilities," he said.
Testing is required as well—especially when the combination consists of a form on one side and a label on the other. "The adhesive from the sticker may cause the printer to jam," he said. "In order to prevent this, the product—with the customer's exact construction—should be tested."
Taking a manufacturer along when visiting customers is also important in the design stage. "We are all in this together and it is difficult for distributors to design without knowing how it will convert on the press."
While form/label combinations are widely known for packing and shipping applications, other uses are employed through alternative combination variations. Value-added products such as integral labels, cards and magnets, in addition to windshield stickers and scratch-off patches are creative examples of two-in-one products manufactured on machines like the Versa-Web M500 manufactured by Tamarack Products, Wauconda, Ill.
According to Gayle Harrop, sales and marketing manager, integral or integrated labels meet the challenges of customers requiring multiple labels, or very small labels, on one form.
"Integral labels are also used for innovative applications such as financial forms," said Harrop. "A peel-back label that reveals a customer's PIN when removed is another possible use."
Distributors are also boosting windshield stickers. Combining a form with a removable sticker, said Harrop, is ideal for parking permits, oil change reminders and promotions. For example, an alumni association might send thank you letters for donations which include stickers.
Additional combination products include integral magnets, loyalty programs, business card/letterhead documents and service information for appliances.
By Sharon R. Cole
- Companies:
- Metro Label
- Tamarack Products
- Places:
- Townsend, Massachusetts