Static cling signs, banners and decals make great advertisers and have unlimited applications.
Your flag decal won't get you into heaven," went a popular refrain in the '70s. These days most people probably wouldn't even consider putting an adhesive decal on their windows in the first place. But there is an alternative—static cling labels and decals.
Using an electrostatically charged vinyl substrate, static cling labels are removable, repositionable and perfect for short-term advertising. They allow advertisers to quickly change and update their messages and can be printed in almost any size with eye-catching graphics.
Though they may cost a bit more than adhesive-backed labels and are generally limited to indoor use, static cling labels are more versatile and user-friendly. They also promote a better positive brand identity for end-users than traditional adhesive-backed products.
"It drives my wife crazy when she can't get a pricing label off of a product," said Warren Wurzburg, vice president, Artcraft Converters, Memphis, Tenn. "Every time you look at the leftover residue, it leaves a bad taste in your mouth. But static cling labels just pull right off."
It's not just the pricing labels on housewares that people object to. Adhesive-backed labels are also undesirable when it comes to short-term advertising decals, parking permits and bumper stickers. The reason why is that nobody likes spending an afternoon with a bottle of acetone and a razor blade trying to remove a stubborn sticker.
Static cling labels, however, don't mar the surfaces they come in contact with or leave behind sticky residues. As such, they're ideal for short-term promotions. The trend toward automobile leasing offers one opportunity for static clings since fewer car owners are willing to risk voiding a lease contract by defacing their cars with adhesive-backed stickers or decals.
The same is true for clients who may want to cater to consumers who are even willing to place advertisements—like political stickers—on their homes, automobiles and places of business.
With so many options for static clings, clients who ordinarily would have turned their noses up at using an adhesive-backed decal are suddenly all ears.
"We're seeing a demand for static cling labels because people are finding more and more applications for them," said Bill Bohning, president, Labelworks, Mankato, Minn. "They can replace just about anything. It's just a matter of application."
Whether they're used in conjunction with form/label combinations as part of a service center's oil change program, or as front-window signage for a chain of grocery stores, static cling labels can handle the job.
And because static cling labels can be either relief-printed on a flexographic press or a letterpress, digitally printed on a wide-format printer or screen printed, they're available in a wide range of sizes. There are even some static cling products that are made to cover entire cars or trucks.
"There really aren't many limitations to using static cling labels," said Peter Kvam, vice president of marketing, Bertek Systems, Swanton, Vt.
"They can be used as mileage markers for oil changes, as signage for retail stores or anywhere adhesive-backed bumper stickers would be placed."
In addition to those applications, static cling labels can also be used as hours-of-operation and credit card signs, as promotional or pricing labels on televisions, glassware and appliances or as short-term advertising decals at automobile dealerships and fast food restaurants.
There are only a few limitations distributors need to consider with static clings. Printing static cling labels flexographically results in a lower ink density and, therefore, the label requires a white backer to ensure that the text and graphics are readable. Also, it's also important to remember to use fade-resistant inks for signage that will be exposed to direct sunlight, and that the labels work best on glass, hard plastic and other smooth surfaces.
Totally Wrapped Up
Distributors looking for an entirely new product line to offer should consider wrap ads. Wrap ads are static cling decals that can be applied to cars, trucks, buses or airplanes and can be used to advertise nearly anything under the sun. The only requirement is that the graphics and text should be simple and convey an easy-to-understand message.
Stephen Satz, vice president of Ads on Wheels, Hollywood, Fla., said that wrap ads are actually much less expensive than most advertising options. He pointed out that a recent study by the Federal Highway Transportation Administration estimated that drivers of personal vehicles see an average of 750,000 visual impressions per month, making wrap ads a fantastic and inexpensive way for distributors to promote their clients' products.
Furthermore, with the skyrocketing prices of traditional advertising such as radio, television, print ads, and traditional billboards, Satz said Ads On Wheels is expected to become a powerhouse in the outdoor advertising community. He also said they're open to working with independent distributors.
"If distributors are interested all they have to do is call us and we'll get them involved on the sales side," said Satz. "We'll handle it in conjunction with them and they will take the commission on the car."
The cost of wrapping a car is about $3,000, Satz said, including mark-ups and commissions, though some of his competitors are charging up to $4,500. If the advertiser doesn't have a car to wrap, it's no problem. According to Satz, Ads on Wheels pairs route drivers with interested advertisers who are equipped with a Global Positioning System device to track the location of their ad at any time.
"Wrap ads don't just offer more exposure, they provide greater brand recognition," said Satz. "They're unique and people point at them as they pass by."
Because of their low cost, Satz said that any company from a local utility to a mom-and-pop restaurant can afford a wrap ad. He also said that 3M guarantees the product to last for seven years and that it will not damage the paint on cars and trucks.
Perhaps the best thing about offering static cling labels and decals is that they are versatile and provide another way for distributors to partner with their customers in finding solutions to problems. Furthermore, distributors who have begun offering static cling products say it has opened their eyes to how much labels are in demand.
"When I got into this business, I didn't concentrate on labels. I was in the offset business—business cards, letterheads, en-velopes—so that's what I paid attention to," said Bohning.
"Then when I got into labels, I started seeing them everywhere. Now we run labels every day and there's a lot of room out there for them. Distributors just need to see the applications."
By Allan Martin Kemler
- Companies:
- Bertek Systems
- People:
- Stephen Satz