Coupon labels have been popular for decades. They are a great way to catch the attention of new customers and reward old customers. They are proven winners. However, we have recently noticed a sharp reduction in coupon label orders. We checked with other converters in the industry (at least 15 converters/customers) , and they report seeing the same thing. Everyone is saying coupon label business is slow. (This is only a small fraction of our business so it isn’t affecting us too much-thankfully) I was wondering why this might be the case. Frankly, I think there are some trends working against it. (1) The economy is still hurting in certain markets so people don’t want to discount their products. (2) More people are using Smartphone coupons where there is less cost for delivery. (3) More people are using the coupons that are given away at the register. (4) It’s the weather. LOL. I had to put that one in because everybody blames the weather for everything although you could make a case this winter.
If it’s the economy, this is interesting because the coupon business has traditionally increased during a poor economy so it just might be that companies are favoring other delivery methods right now.
I firmly believe that coupon labels will be around for a long time. You can’t beat putting something directly on the product. They really aren’t that expensive, and they are more obvious than something on a smartphone. But, with that said, it certainly appears that coupon labels are facing some stiff head winds right now. Not dead, but certainly a bit wounded for the moment.
Medical Booklet Labels need to be stored in the cleanest conditions with climate control. JH Bertrand does a lot of make and hold and print-resupply jobs so this space is particularly helpful for those projects where standard warehouse storage isn’t good enough. This room is lock and alarmed. Only authorized personnel have access.
GHS stands for Global Harmonization System where hazardous chemicals are required to follow a global standard of labeling. OSHA is the regulatory body in the United States responsible for the US component of this planet-wide agreement. The chemical industry worldwide is a $1.7 trillion dollar market so this is a big deal. World governments believe that this will make chemicals safer to use across countries and languages where there are many different standards which are ostensibly creating confusion and unsafe chemical use. These changes will result in more copy being displayed on the product particularly if foreign languages are involved.
In reviewing this regulation, JH Bertrand believes the biggest issue for manufacturers will be in the area of small containers. As of this writing, OSHA is allowing no exemptions for small product containers meaning that foldout labels may be needed to accommodate the new label regulations. If you find yourself facing the problem of complying with GHS on small containers, please call us. We are VERY skilled at applying a volume of copy to small, curvy containers.
The deadline appears to be sometime in 2015 so it is fast approaching.
Jeff Bertrand gave details this week about how the company currently uses advertising and PR to promote its Booklet Label products. The class assignment is to come up with a PR campaign for JH Bertrand that is based on a smaller company budget. The Buffalo State students seem up to the task. “It was really a fun experience. The students at Buffalo State are engaging and very sharp” said Jeff Bertrand. “I look forward to the fresh perspective on PR/marketing that they will bring to the company. It should be very interesting to hear their ideas.” Jeff made a point of telling them not to be shy about their thoughts. He told them that it’s important to business executives to hear both the good and the bad. The PR class will report results at the end of the semester.
The label converting business is a tough, competitive industry. There are a number of good manufacturers out there. And, fortunately for all us in the industry, we are in a good spot because we provide labeling for packaging which still has years of growth ahead. (And, it’s good to be in a niche of course!)
Yet, we all (the industry in general) still suffer from the “why we’re great” syndrome. We spend too much time talking about what we can do rather than being proactive and finding ways to solve problems for our customers that they may not realize that they are facing. I think the prevailing opinion is that if we somehow show all our capabilities..show how nice and likable that we are… that somehow we’ll get our fair share of business. Certainly, some of that works. But, the future value as a potential supplier lies in the ability to solve problems that customers don’t know that they have. This means spending time researching the business and then presenting ideas that may not be good news. Who likes to know about potential threats that aren’t on the radar screen yet? Ouch! We all know how that feels, but that is business 3.0 now.
We’re spending more time at JH Bertrand doing this with good results. It’s not easy, but we feel like we are a more valuable supplier. It feels really good when you come up with something that makes a big difference to a customer. Jeff Bertrand
It may sound like something you could care less about (and you’re probably right), but boy do our customers have their opinions on this. It’s like the “tastes great”… “less filling” beer debate.
Both work, but there are differences. Glue bound books don’t have a metal staple so they appear “cleaner”. They also lay flatter than a stapled booklet. However, glue takes up more space for graphics so you get less copy on a page. Glued spines can also have a problem with pages releasing on very thick booklets. Glue doesn’t rust, but I have never seen a rusted staple so this is a perceived negative of the staple that just isn’t true since they are corrosion proof. In general, glued spines are more expensive. Staples- are more reliable, less expensive and can handle thicker booklets, but you have to deal with a tiny metal sliver from an aesthetics point of view. Most customers are okay with it. Some refuse to change and that is okay…(we gently give our opinion as a good company should, and then do what the customer wants) And, staples cost less which helps people move that direction. Most converters generally prefer glue because you have that added worry of nicking the die with a staple..which definitely happens and is a pain.
Can you tell which one we prefer?- We like staples the best for the reasons above. But, we’ll do glue if our customers want it. It all comes down to customer preferences. Now you know! Jeff Bertrand
Technology is moving too quickly to do everything in house. Printing and converting equipment is too expensive and becomes obsolete too fast to do that. Even the best financed companies will find that it’s just too much. JH Bertrand has always believed in focusing its energies (and finances) on core competencies and using “best of breed” suppliers to fill in the gaps. We have perfected this over the last 30 years. We feel for those companies who are trying to do everything under one roof because it is going to become more and more impossible under the face of relentless technological change. Those companies that believe a company is “less” by using partners are using outdated thinking. JH Bertrand has a healthy manufacturing and partner base that has allowed us to provide everything our clients desire while keeping the company in top financial shape. Companies that are unwilling to acknowledge this truth are going to come to the end of their financial rope faster than they think.
One of my childhood heroes was professional golfer Jack Nicklaus who is arguably the greatest golfer to play the game with 18 major championship wins. What has always impressed me about Jack is how he practiced. He would never hit a ball half heartedly or without full concentration. He hit every shot at the range as if he were playing in a tournament. This is what I teach at JH Bertrand. When we are doing R&D work, whatever we are producing should be done as if a customer is going to see it. If we are working out a new SOP, we should do it as if the customer is standing over us. The most successful people (and companies) think this way. This is how champions think! Jeff Bertrand
The “cold vortex” is hitting our area today. It’s -2 right now with some white-outs, yet more than half our team is in. (Some couldn’t come because of driving bans in their area) I am proud to say that our hearty staff always does what it takes to keep things going for our customers! I am lucky to have such a dedicated group!! Jeff Bertrand
We get nice remarks like this all the time because we put heart and soul into making our customers happy. We truly have a passion for what we do. We wish everybody a Merry Christmas and Happy New Year!