The Key to Success
The first priority of advertising is establishing need. Even product lines offering unlimited market potential and movement require a little push to maintain sales quotas. The good news is, the function of some products enables them to sneak their way into virtually any market. Form/label combinations, for instance, can be sold to almost every business sector. And, while traditional forms business has hit a plateau in recent years, form/label combinations still indicate room for product growth. Any business with high-volume shipping; any company dealing heavily in consistent consumer response or one requiring the services of a two-in-one product can be targeted to expand form/label combination customer bases. In fact, as commerce changes, relying more heavily on direct mail products and services—and as consumers become better adjusted to the ways and means of e-commerce—form/label combinations can “sell themselves,” according to John McKillip, CMO and partner at USAdocufinish, which has facilities in Chicago and Anaheim, Calif.
Here, USAdocufinish; Ace Forms, Pittsburg, Kan.; Ward/Kraft, Fort Scott, Kan.; and Phoenix Data, Montgomery, Pa., weighed in on the most important aspects of keeping form/label combination product lines viable.
All of these companies offer a full product line for form/label combinations. USAdocufinish carries piggyback and triggyback form/label combinations, integrated label-form combinations and has recently added address label-form combinations to its product line. “Ace started offering integrated labels to the customer base in the mid ’90s,” said Lindeye Webb, sales and marketing coordinator at Ace Forms. “The label portion[s] of these forms were subcontracted to industry converters who specialized in that area. .... We upgraded our equipment in 2005 and again in 2006. We currently offer a full line of integrated cards and labels, plus dual-web and blown-on labels.”
“The basic premise of our product line is to create a medium to move information from the form to another location, which saves time and increases accuracy,” noted Rita Fry, marketing and sales coordinator for Phoenix Data. And Gina Holt, Ward/Kraft’s VP of business development and sales, contended the company got in on the game early, and has provided products such as “Add-A-Labels, Form-N-Label, joined web, integrated labels, Uniwebs and full plastic integrated.”