Put a Lock on Security Issues
Manufacturers can provide distributors with valuable, cost-effective security solutions to fulfill their customers' tag and ticket needs
THE CURRENT ECONOMY presents increasing security concerns over theft and counterfeiting to distributors of tags and tickets. From the entertainment industry to the government, security features are in high demand—but, at an affordable cost. Manufacturers can work with distributors to guarantee a cost-effective solution that sufficiently addresses end-users' security needs.
"We as manufacturers have to be very innovative, kind of like the 'think tank' for the
distributors," said Peggy Carlson, sales and marketing manager for Special Service Partners (SSP), Neenah, Wis. SSP offers customers a variety of tamper-evident substrates and specialty inks as well as a confidentiality agreement for their protection. Each account is reviewed individually and security measures do not overlap between orders to protect the privacy of the end-user, according to Carlson.
While their product must be protected, customers can be overly cautious, note manufacturers. Because end-users adhere to a budget, distributors should justify the amount of money being spent on security features depending on the value of the product requiring protection. For example, hologram requests for a low-level security need should be avoided.
Lance Wilson, director of sales and marketing for Labels West, Woodinville, Washington, gives distributors alternative solutions to ensure a quality fit for their needs at an attractive price. "We tell [distributors], 'you know, you really ought to consider this path. It's probably going to serve you better,'" said Wilson. This forms a rapport with customers and consequently, increases chances for conducting repeat business with them.
Oftentimes with tag and ticket applications, the ultimate goal of security features is to prevent high-dollar products and high-dollar established brands from being reproduced or counterfeited.
Sophisticated inks ranging from ultraviolet (UV) inks to thermocromatic inks comprise one option that distributors can use. Chicago Tag & Label, Libertyville, Ill., frequently handles UV inks that are only visible through black light detection. This feature is particularly popular in the automotive industry, noted Judy Jacobs, marketing manager.