A Perfect Combination

When it comes to integrated products, it’s not so much about the product itself, but the product’s features. Manufacturers are getting even more creative and coming up with new applications for their customers that make production more efficient, cost-effective and sometimes, even better for the environment. “New applications are important to companies,” observed Richard J. Frese, northeast area sales manager for the Midlothian, Texas-based Ennis, which offers integrated products through its line Enfusion. “That’s what they’re looking for.”

He went on to describe a specific label the company produces for a well-known flower company. One side of the label is used for shipping, while the other side features a message card. “It’s really great for them,” Frese said. “It serves two purposes. [First,] it allows [the client] to laser in the shipping and message information on one label. [Furthermore,] it’s more cost-effective because there is one piece instead of two and yes, it is greener.”

Frese added, one of the most important pieces of form/label sales is to show end-users how products can save time, effort and make a particular business’ work a little smoother. “[Businesses] want things to run as efficiently as possible,” Frese said. “They want the best and they want the applications that can help the most. The product the flower company uses actually can cut down on order-processing time.”

David Harnett, vice president of Englewood, New Jersey-based New Jersey Business Forms (NJBF), encouraged resellers to look past the marketing and trademarks that have given integrated labels a proprietary feel. These products have been around for more than 10 years.

“The differences are in the creative use of the integrated label/adhesive patch construction with traditional form products,” Harnett noted. “One example would be a chain-of-custody form which, although unique, is still a standard multi-ply carbonless form incorporating a standard integrated label patch. Another example is an integrated label patch with a reverse die cut to create a window sticker.”

Harnett also mentioned a fairly new product—created by NJBF’s Roanoke, Virginia-based sister company, InfoSeal—called FastTabps. A 2008 recipient of the Print Solutions Conference and Exposition award for most unique label/form, FastTabps shows how a little ingenuity can go a long way. The idea for the product began with an online retailer who would typically put together a mail order package, including promotional materials, discount offers, a gift card message and the shipping label that would be affixed to the exterior of the carton, Harnett said. The beauty of the patented FastTabps is that it combines all of these features into one cut-sheet document while using an integrated label to create the shipping label.

In addition, the FastTabps is designed with a pull tab opening feature, which allows for an interactive method of cleanly opening the carton label. Harnett explained the product permits the shipper to “variably image full-color marketing and promotional messages in addition to the basic ‘ship to’ information.”

“Think of the FastTabps as a type of Transpromo shipping label document. The idea is that parcel shippers are not taking advantage of the marketing aspects of the exterior of the carton,” he said.

Since the FastTabps incorporates a discount card, gift card, packing slip, promotional offer or other option within a single page integrated label document, “parcel shippers get better efficiency, 100 percent order accuracy and personalized/targeted messages on the outside of the carton for maximum effect,” Harnett said.

Trendsetter

The current rough-and-tumble economy is creating few new trends for end-users, Harnett noted. However, he said some case studies in progress are working on customizing glue releases based on specific carton types, designing specific adhesive patterns to work through bursters and cutters and trying new-coated paper types especially for process-color, laser-compatible direct mail applications that would be folded and inserted into envelopes. Harnett also sees customers searching for ways to convert pharmacy label forms or direct response labels into integrated label formats. “These require test runs and real thinking in order to become successful,” he stressed. “Buyers, of course, are always looking for ways to trim costs. Converting forms that have traditionally been done on Flexo Label presses is another area that NJBF sees as a trend for the future.”

Similar to Harnett, Frese has noticed the poor economy pushing retailers to use more integrated cards for direct mail. “A lot of retail stores are offering discounts to get people into stores so they are sending integrated direct mail pieces with peel-out cards that offer 10 percent off,” he said. “We’re seeing a lot more of that and we didn’t see as much before the economy got like this.”

Frese added there is a lot of growth potential with form/card products. He noted there is a real advantage to having a card incorporated into the paper instead of it being affixed to the top of the page.

Membership cards or VIP cards can be integrated into an introduction or thank you letter, for instance. Another option is to include a magnetic business card. “You’re doing the printing only one time,” Frese said. “You’re eliminating the need [for] a second printing of separate cards. … When the cards are printed separately, sometimes there is a mismatch print, so it doesn’t look as good. You have to sell it as a much more cost-effective way of doing business.”

In regard to the medical industry, Frese said the demand for integrated products is definitely expanding at hospitals and labs. These facilities are always looking for ways to streamline processes and improve customer service. They already have developed labels for IV bags that include areas where the patient’s name and prescribed medication is highlighted in yellow; this makes this information “stand out,” Frese said. “New applications in the healthcare market will be the future.”

Interestingly, integrated products can find a place in almost any business. To keep up with potential growth and demand, Frese said the company recently purchased two Hunkeler Sprinters, a modular web finishing system that produces integrated applications such as identification and business cards and adhesive address identification cards, for its Chatham, Va. plant.

Whether it’s to save time or money, integrated labels can be a welcome addition to any business—it’s just a matter of how well the value of these products is communicated to potential buyers.

“Converting forms that have traditionally been done on Flexo Label presses is another area that NJBF sees as a trend for the future.”

– Andy Harnett, NJBF