Top performers in industrial environments, tags also have a softer side.
Samples sell. They also inspire. In fact, distributors looking to increase their tag sales can get great ideas for value-added designs, as well as potential new customers, by simply perusing suppliers' sample packets.
For instance, materials from Midlothian, Texas-based Ennis' tag and label manufacturing division in Wolfe City, Texas, include products utilized in manufacturing, retail, maintenance, customer service, public safety, property management, and warehousing and shipping, just to name a few. "We even have a distributor who places orders for toe tags used in morgues," said Barbara Woodruff, office manager. "We are one of three designated companies that produce government-required tags that cotton gins use to identify cotton bales."
"The tags indicate grade information and provide a history of the bales as they work through the system so that if a problem arises, the workers are able to track it down," explained production advisor Phil Ticer.
At Trebnick Systems, Springboro, Ohio, tag samples showcase a variety of synthetic substrates, such as high-performance Valeron, that are suitable for hazardous environments and temperature extremes. They also support President Gregg Trebnick's observation that certain markets tend to use tag solutions, while others seem to prefer labels. "The majority of our tag products satisfy manufacturing and warehousing needs, whereas in health-care, you see more label usage," he said.
Trebnick uses Valeron, polyester and other synthetic materials to produce tags for livestock, lumber, postal bags, textiles, beams, decking and a multitude of other industrial applications.
However, tags are extremely versatile products and extend to many markets. Suzy Crowell, customer service supervisor at Ennis, pointed out that the company does a surprising volume of door hangers, including four-color process jobs, for apartment complexes. "The tags are used to welcome new residents, acknowledge birthdays, and note that the maintenance department has completed a repair or that pest control is coming," she said. Frequently ordered tag products at Ennis also include baggage tags, parking permits, shelf talkers, government-required occupational safety danger/warning tags, fire extinguisher tags, and Tyvek tags that are attached to carpeting, mattresses, pillows and furniture.
Woodruff noted the ongoing demand for manifold tags. "They have been a steady line for us since the beginning of the company," she said. The layered, multi-part products are favored by retail, manufacturing and warehousing operations for controlling and tracking inventory. "The design allows for the heavier tag stock portion to remain with a product, while the carbon or carbonless bond copies on top can be distributed for accounting and record-keeping purposes," she said.
Stock Products
Ticer explained that at Ennis, it's the stock—as opposed to design or format—that identifies a tag product. "Most tags will be 100 lb. stock or above, up to 20 pt.," he said. "We use tag stock in a continuous pin-fed format to produce postcards and coupons—often featuring four-color process artwork—that health-care providers, car dealerships and service centers use for customer mailings." A typical design is coated on one side to facilitate high-color graphics, while the back is uncoated so that it can go through a printer and be variably imaged with the recipient's address.
Manufacturing capabilities allow Ennis to produce special shapes and die cuts to add value. "We can also put transfer tape on back in whatever direction is needed," added Woodruff.
As always, understanding the tag application is essential, such as indoor/outdoor usage and temperature extremes. Other factors that distributors new to tag sales should watch for include the type of attachment the customer needs—such as wire, string and elastic—and whether a paper or metal eyelet is indicated. "For instance, a paper eyelet on an outdoor hang tag would easily tear in windy conditions," explained Ticer. "The product would require a metal eyelet and a wire attachment, as well as a durable stock. Weatherproof Tyvek is our largest-selling material for outdoor use." (He mentioned that press modifications allow Ennis to do wiring and stringing inline, saving time and money.)
Ticer also stressed the importance of knowing the type of equipment the customer has if the tag will be run through a printer. "With pin-fed tags that will be printed using a ribbon, you don't want a smooth surface because it would smear. A smudge-proof or uncoated stock is required," he said. "But, for laser printers, coated stocks with a smooth surface must be used."
"Product size requirements must be exact, not approximated," added Crowell, "and artwork must be readable."
Rather than simply matching what is currently being used, Trebnick encouraged distributors to communicate with suppliers to ensure that the end-user receives the best possible solution. "What 99 out of 100 distributors do is mail in a sample to be matched. Duplication is not offering a solution—it's encouraging commoditization, and then no one makes any money," he said. Fully understanding the need and talking it over with manufacturers helps the distributor sell a better product.
Trebnick also believes in doing sample runs to ensure customer satisfaction. "As a manufacturer, it's taking a high risk, but customers get what they want. Sample runs have also resulted in very lucrative orders," he said.
Lastly, the suppliers reminded distributors that when selling tags, they should keep their eyes open for additional selling opportunities. "Look around," said Ticer. "See what type of identification needs a prospect has and try offering both labels and tags."
By Maggie DeWitt
- Companies:
- Ennis