| 2. | USAGE OF A4 LASER LABELS. |
| 2.1 | Address labels. For direct mail campaigns and for individual mailings by envelope for repeat and occasional addressing, as well as for parcels. |
| 2.2 | Product identification.
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| 2.3 | Positioning in storage and warehouses.
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| 2.4 | Private usage for labelling diskettes, CD's, DVD's, etc.
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| 2.5 | Labelling file holders, folders, shelves, boxes.
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| 2.6 | Logistic purposes for libraries, promotions, signs. |
| 3. | ROUTES OF OFFICE LABELS TO THE USERS. |
| 3.1 | Sales through OFFICE STORES and DEPARTMENT STORES for pockets of 5 to 50 sheets DIN A4. The buyers are mostly private users, small companies, professional individuals and larger enterprises who have limited needs for particular types of the standard range of 40 to 60 shapes. |
| 3.2 | DISTRIBUTION to selected larger consumers by CATALOGUE and LEAFLETS. This target group can be enlarged at wish for increasing volume. The addresses are entered into a specific data file, available for information shots as per seasonal or other necessities. Thorough and controlled data file updating is a basic procedure for this kind of marketing. Persons names are listed in the data file as an essential factor for one-to-one and response mailings. An example of such a data file structure is available on request. |
| 3.3 | Marketing via MAIL ORDER HOUSES carrying office articles. Depending upon the type of mail order company this category often handles A4-labels in pockets of 5 to 50 and/or in lid-and-bottom boxes for 50 to 100 sheets. In this market segment the DESIGN of the boxes is crucial, equally for instruction- or reorder sheets. The label printer will strengthen his position, when he ensures just-in-time service to refill the storage rooms, ensuring the readily available on-line supply. A label producer who renders such logistic assistance will take an attractive position in the distribution chain. Such service can be discretely promoted and also be used for other products, like design paper, pads or photo paper. |
| 3.4 | Distribution through STATIONERY STORES can be similarly approached as described under par. 3.2., equally controlled by data file and possibly with programmed reorder reminder. |
| 3.5 | Selling through local or regional BROOKERS for OFFICE SUPPLIES can be very effective. Area or account protection to be considered. Continued personal contact should be a policy for this way of marketing. |
| 3.6 | Distribution through SHEET FED PRINTING COMPANIES who imprint plain DIN A4 labels, for instance for sales promotions, exhibitions and events. This type of labels is mostly sold in boxes of 500 sheets. The sheet printers can also act as intermediate for plain A4-office labels. Such distribution should be promoted and backed-up by a database with the possibility to change or widen the customer base to arrive at the most promising position. |
| 4. | WHAT TYPES OF DIN A4 OFFICE LABELS ARE REQUIRED, NOW and SOON? |
| 4.1 | SOME 60 STANDARD SHAPES. Most of the about 60 regular shapes of Laser Labels will be required by the various user groups. In practice 90% of the volume will come from 10% of the assortment. Which types, colours and paper qualities should be carried by the A4-label specialist has to be decided upon market research, experience and feedback from the customers. In several instances the more current models are kept in stock and others are produced on demand. Delivery time, the investment in die-cut plates, the production machinery and the required way of packaging are the primary factors for a successful market approach. |
| 4.2 | WHITE OR COLOURED OFFICE LABELS. Coloured office labels are still in limited use. Insiders expect an additional increase in the demand for coloured labels in particular yellow, blue and pink as an obvious way to attract attention. |
| 4.3 | PAPER QUALITIES. At the moment there is not often a general difference in the paper surface for specific purposes. In the course of the coming years a further diversification in the types of label stock will take place. Especially for high gloss labels, photo papers and other colourful ink-jet effects adhesive labels enjoy increasing popularity. |
| 4.4 | OTHER SIZES. DIN A5 labels in pockets are offered for the small users and for specific purposes to-day. For postage machines 2-up labels in about DIN A6 are in steady demand. |
| 4.5 | TYPES OF PACKAGING. The kind of packaging is primarily subject to the number of sheets per item, to the application and to the presentation at the point of sale. |
| • | Up to 50 sheets in stiff carton, in a film pocket or in a C4-wallet type envelope. Mostly with hanger hole or plastic hook. Instruction sheet on top. |
| • | 50 to 200 sheets in a lid-and-bottom box. An information sheet often on top of each batch. |
| • | 100 to 500 sheets in PP-film (with tear strip). |
| • | 500 sheets in a grey carton box or in a stiff promotional box. |
| 5. | INVESTMENT FOR SUCCESSFUL OFFICE LABEL BUSINESS. |
| Automation offers solutions for the starter as well as higher capacity equipment for the established DIN A4 laser label producer. An efficient technique is available to meet the required capacity and the characteristics for the range of labels to be offered. The core machine can grow with the demand and develop into an all-round piece of equipment to serve a large choice of office labels. |
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| 6. | RESUMEE. |
| Even when A4 laser labels belong to the younger category of office stationery, a obvious diversification is already taking place. Office labels have become a speciality and a profession on their own, requiring specific know-how, marketing tools, equipment and dedication. This makes office labels to an interesting business with highly attractive growth rates. |
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R/S-pioneers since 1959 |
Cloerather Str. 1 - 3 D-41748 VIERSEN Tel +49 2132 9902 0 Fax +49 2132 9902 39 Bodo O. Meijer md G. W. Meijer eMail contact |
R/S-pioneers since 1959 |
Elektronstraat 17 1014 AP AMSTERDAM Tel +31 20 68 20 453 Fax +31 20 68 63 211 Bodo O. Meijer md Yvonne Meijer eMail contact |