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.
In addition, the medical industry and the security industry are ripe with opportunities for distributors trying to drive profits. Every year, insurance companies are issuing an increasing amount of insurance cards. And, according to Martinez, pharmaceutical companies are using plastic cards as a vehicle for medical information. Lately, it is not uncommon to see breast exam instructional cards and shower hangers, along with CPR and choking guide cards, for instance.
Furthermore, in a post-9/11 world, more companies and organizations are implementing ID card programs into their business practices as a means of enhanced security.
Educational institutions may also prove to be successful targets for distributors. Colleges and universities, in particular, often need to order gift cards for the campus bookstore, faculty member and student ID badges and cards and keytags for parking, Martinez mentioned. She continued to explain, “Distributors can also help area businesses put together a promotional card with a sports schedule for an area team. There are many avid sports fans, and this makes a great community-oriented gift.”
A Plastic Affair
Plastic items enable companies to marry a creative promotional message with practicality. It currently isn’t enough to rely on only one of these features. Said Chadwick, “A simple customer loyalty card adds tremendous value to a retail company. Discount cards, frequent buyer cards and club membership cards carry a promotion[al] message that lasts. Think of plastic cards as a billboard.”
And that is exactly what distributors are starting to do with plastic items. “Plastic is an excellent promotional tool. Conventions and trade shows deliver highly targeted audiences for companies [that] market to other businesses. Promotional hotel keys are a perfect solution, [for example]. Distributor[s] can promote anything they or their clients can dream up in any industry,” Martinez insisted. She recalled an incident when a reseller sold write-on luggage tags to a music store that used them for instrument identification tags for a rental program.
Another distributor sold a plastic card fan pack equipped with golfing tips to a local country club’s golf professional, she continued. In addition, Teraco used a three-up break-off keytag product as a promotional drink ticket for one of its own events.
The company is even finding success in the automotive industry with its patented IceCard, a credit card-sized windshield ice and frost scraper that displays a high-quality, four-color imprint on each side. “Creative advertising is the name of the game with plastic cards,” stated Martinez.
With so many innovative design options, is there a place for the materials used to make plastic items in this increasingly green world? Raising awareness to save the environment continues to be a major issue as people across all seven continents witnessed during former Vice President Al Gore’s Live Earth concert last July. More manufacturers are adding corn-based cards to their product line, but others aren’t sure how feasible that decision is for them at this time. Said Martinez, “Retailers are feeling more pressure to go green ... . Corn-based cards are certainly getting a lot of hype, but we’re not seeing them much in the marketplace. For one, they are very expensive, and most retailers can’t justify that much of an added cost.”
Chadwick agreed, as she does not see corn-based cards and other green materials gaining relevancy any time soon. Instead, she suggested distributors inquire about 100 percent recyclable plastic items, which are available at no extra premium cost.
Asset Protection
Once distributors decide to enter the plastic product market, they will need to address end-users concerned with protecting their products, particularly gift cards and credit cards. Both Teraco and Bertek Systems acknowledged the rising problem of fraud. Bar codes and magnetic stripes aren’t enough anymore. More desirable solutions include adding unique PIN numbers with scratch-off panels or labels, which remain hidden until after the point of purchase; eliminating the human readable number; creating customized packaging; and adding special security pantographs, said Chadwick.
Bertek Systems now offers a product line called SECURELAM, a dollar bill-sized, prepackaged card. “The card is made of a series of tear-resistant materials, along with foil stock and laminate film to ensure there is no show-through of the critical PIN number information,” Chadwick commented. “The card itself is securely sealed behind laminate film and cannot be accessed without breaking a tamper-evident seal on the face of the packaging.” Bertek Systems even recently purchased a high-speed card wrapping machine—coincidentally the first company to do so in the United States—allowing for individual, customized secure card packaging, she added.
Teraco advocates other security features, such as using optical variable ink to change the appearance of the colors of the item, which in turn creates a holograph effect. Martinez also recommended using micro-printing and UV visible ink.
Plastic has been around long enough to avoid the stigma associated with passing fads. In the end, whether end-users desire aesthetics, practicality, security or all of the above, distributors will never be at a loss for effective solutions. And if they’re lucky, as distributors court potential consumers, they will hear those magic words when closing a deal: “charge it.”
- Companies:
- Teraco