Put It on Plastic

Nobody enjoys the gridlock of the daily commute to and from work. That is, nobody except advertisers who recently invested in a billboard campaign. It’s an “inconvenient truth” to accept, but let’s face it—after spending hours on XYZ highway, drivers can only tolerate the latest Top 40 radio hits so many times. Distractions are welcomed.

Because of billboard advertising, individuals know which jewelers provide the highest quality of diamonds and where to seek excellent medical care. Distributors can take this technique one step further by providing end-users with a tangible, wallet-sized item that practically guarantees optimal brand reinforcement—a plastic card.

Individuals typically consider gift cards and credit cards to be the major players of the plastic card market. However, while these products continue to dominate the scene, there are many unsung heroes in the game, as well. For instance, nonprofit agencies rely on plastic cards for their membership programs. Rachael Martinez, marketing manager of Midland, Texas-based Teraco, observed individuals often associate all quality plastic cards with value due to the high-end reputation of gift cards and credit cards.

“It is important for distributors to understand this mental connection and communicate its significance to their clients. The success of these programs can depend on the quality of the cards,” she cautioned.

“[Distributors] don’t want a membership card that is substandard for risk of making the members feel insignificant, especially since nonprofits depend on donations for their cause[s].”

For Bertek Systems, Georgia, Vt., phone cards and affixed plastic cards, including membership cards and loyalty cards, are top sellers, comprising approximately 75 percent of the company’s business. Debbie Chadwick, plastic products manager, noted the power of plastic. “Today, just about everyone is in the plastic card arena, and [distributors] do not have to look very far to land—or promote—a plastic card deal. This ranges from: trade associations, insurance companies, alumni groups, local video stores, libraries, zoos and, of course, the retailing industry, to name a few,” she said.