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.
Specialty Inks
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.
Labels West finds there is a high demand for specialty inks for event-type tickets. In one instance, a distributor requested a ticket that would only be valid for a certain time at a museum event. The solution involved a ticket that expired over time by changing into a different color after being exposed to certain light.
By combining two security features—a specialty ink and a foil stamp—a valuable solution was created for ski tickets. Wilson stated, "We used an ink that was visible under a certain light. The foil stamp was an aesthetic, but it was an easily recognizable graphic that was hard to duplicate."
End-users can even request inks that carry a specific code exclusive to their company. When the tag or ticket is scanned, companies can validate that it is their product.
A Wise Investment
Bar codes are simple, effective security measures that capture data at fast, accurate rates thereby minimizing errors. Non-consecutively numbered check digits, appearing at the end of the bar code, prohibit individuals from reproducing a specific tag or ticket.
Bar codes are also advantageous to end-users because they can be programmed. "We program the bar codes for our customers so it's all based on the knowledge or the type of information they want to gather from that bar code," said Carlson. "As far as the materials, we have materials that certainly would disintegrate when tampered with, so that's a quick action-type of security feature."
For added protection, bar codes can be used in conjunction with punches—specific different types of holes commonly used on tickets in the entertainment or amusement industry. Bar codes give end-users a product that is the "same, but different," Carlson noted. For instance, if an end-user requests bar-coded tags to track a product, those bar codes may look identical, but the check digits store different information.
Digging Deep
Often with their high-value products, end-users are willing to pay more for advanced security features. In these situations, protecting the brand is worth the extra cost. "Holograms, for example, are easily recognizable and are also more expensive to pirate, which is why they continue to be fairly popular for folks with deeper pockets," said Wilson.
In addition, they cannot be optically scanned by a computer or reproduced with a photocopier. And, access to the holographic dye is restricted, according to Wilson. Products also maintain their authenticity from embedded and hidden images within the hologram such as microtext.
In major league baseball, holograms are used to not only prevent counterfeiting, but also to promote consumer brand awareness. "When you want a security feature, as well as the flash and the good looks to go along with it, holograms work very well," Jacobs noted.
Big Brother is Watching
RFID (radio frequency identification) is still another option for end-users. But, are end-users willing to spend thousands of dollars in the process? Organizers of the 2006 FIFA World Cup soccer games in Germany made this decision when they issued tickets with RFID chips, making this the largest use of RFID technology at a sporting event.
When tickets are checked at the games this upcoming June, RFID tag readers capable of reaching between 10 and 15 centimeters will be used. The chip includes information about the game and seating. Personal information is not contained in the chip itself. However, cardholders are required to submit personal data in the registration form including their address, phone number, date of birth and passport number. This fends off ticket scalpers, but because these tickets are mailed months in advance, a new problem is potentially created if the envelope gets lost in the mail and ends up in the wrong hands.
All three manufacturers ultimately agreed that bar codes are more cost effective than RFID, and are better suited to fullfill end-users' needs in situations where static information and direct line of sight to products are required. "The barcode is still important in many arenas because it passes through parts of the system where they don't have readers for RFID. Also, human readable, believe it or not, is still needed by most companies," Jacobs said. Carlson added, "I don't even think bar coding is being used to its fullest. I don't think people really understand barcodes and what they can do for them."
Despite the flaws of RFID, manufacturers will not ignore any advances that continue to be made with this technology. If the end-user needs to change or update information as the product flows through the system or lacks direct line of sight to the product, then RFID is a suitable choice. Carlson urged manufacturers to ask themselves what is the customer's ultimate goal because without that knowledge, they're simply "chasing their tails."
New World Discovery
With a promising future on the horizon, security options for tags and tickets continue to expand. For instance, progress in production methods invites new opportunities for security features. Labels West recently purchased a new Indigo digital press which is capable of printing microtext, 2D bar codes and invisible inks on a variety of security stocks.
Wilson sees digital presses playing a larger role. "The horizon is wide open as to some of the things that can come out of a digital press," Wilson commented. Digital presses can produce digital watermarks and variable data that conventional presses are not equipped to handle.
However, the future of tags and tickets also depends on distributors' ability to successfully close a sale. Distributors must know their customers well, manufacturers stress. Understand the value of the item or event. Understand what the company stands to lose at the expense of fraudulent activity.
Most important, consider cost when making suggestions to customers. Said Carlson, "Everyone knows the old saying, 'how bad do we need this and where can we get this for the least amount of money?'"
By Elise Hacking