A Perfect Combination

Features are key to selling form/label combinations

February 2009

multipage

When it comes to integrated products, it’s not so much about the product itself, but the product’s features. Manufacturers are getting even more creative and coming up with new applications for their customers that make production more efficient, cost-effective and sometimes, even better for the environment.

“New applications are important to companies,” observed Richard J. Frese, northeast area sales manager for the Midlothian, Texas-based Ennis, which offers integrated products through its line Enfusion. “That’s what they’re looking for.”

He went on to describe a specific label the company produces for a well-known flower company. One side of the label is used for shipping, while the other side features a message card. “It’s really great for them,” Frese said. “It serves two purposes. [First,] it allows [the client] to laser in the shipping and message information on one label. [Furthermore,] it’s more cost-effective because there is one piece instead of two and yes, it is greener.”

Frese added, one of the most important pieces of form/label sales is to show end-users how products can save time, effort and make a particular business’ work a little smoother. “[Businesses] want things to run as efficiently as possible,” Frese said. “They want the best and they want the applications that can help the most. The product the flower company uses actually can cut down on order-processing time.”

David Harnett, vice president of Englewood, New Jersey-based New Jersey Business Forms (NJBF), encouraged resellers to look past the marketing and trademarks that have given integrated labels a proprietary feel. These products have been around for more than 10 years.

“The differences are in the creative use of the integrated label/adhesive patch construction with traditional form products,” Harnett noted. “One example would be a chain-of-custody form which, although unique, is still a standard multi-ply carbonless form incorporating a standard integrated label patch. Another example is an integrated label patch with a reverse die cut to create a window sticker.”

Harnett also mentioned a fairly new product—created by NJBF’s Roanoke, Virginia-based sister company, InfoSeal—called FastTabps. A 2008 recipient of the Print Solutions Conference and Exposition award for most unique label/form, FastTabps shows how a little ingenuity can go a long way. The idea for the product began with an online retailer who would typically put together a mail order package, including promotional materials, discount offers, a gift card message and the shipping label that would be affixed to the exterior of the carton, Harnett said. The beauty of the patented FastTabps is that it combines all of these features into one cut-sheet document while using an integrated label to create the shipping label.

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