Don’t become a label of the past.
Evolve with Columbine Label Company.

The question that seems to keep many business owners awake at night often boils down to one ominous question:

“How do you get a yes in a world full of no’s?

In the sea of consumer products, it is tough to get yours to stand out.  How do you get a label that screams “pick me!” in the vast number of choices that consumers are offered, in both online and retail operations?

While price is sometimes a consideration, more often than not, the decision to buy or not to buy is an emotional one.

As an example, think about bottled water.  Prices range by 200% or more, so what makes a consumer gravitate toward a $3 bottle when there is a bottle for $.69 on the shelf next to it?  Sometimes, it’s not much more than the message that has been communicated, often on the spot via the label, to the consumer.  The perception could be that it is new, fresh, hip, eco/green, clean, prestigious, fashionable, or just plain cool looking.  Each label has been created specifically for its audience, and sometimes, has created a new audience using subliminal marketing strategies.

Recently, I saw a bottle of wine that had upgraded its label.  I saw the old label and the new label side by side, and I have to say I would consider buying the wine with the new label because it made the wine “feel” more expensive.  I never considered purchasing the wine before, as I thought it looked like a boring brand with no compelling reason to purchase it, but now…maybe.

Your label ultimately delivers your branding message to consumers.  Although as a label company we are not in the business of marketing, we are in the business of getting your product noticed and purchased.

At some point during your creative process, think about the subliminal message or emotional feeling you want to convey to consumers.  Size up the competition (think big!) and decide based on your target market if you want to reach those same consumers or target a new audience altogether.

Artwork

Color and design are important factors that must instantly convey the feeling of the product in order to get the label read by the consumer.  The microsecond it takes to make this impression is often the only chance you have to get to a “yes”.  Think about adjectives that you would use to pinpoint the originality of your product.  For example, is your marinade organic, kicky, downright hot, sweet, gluten free, does it have a southern twist or Caribbean flair?  Why would a consumer purchase it before the other many choices?

Shape and Finish

Depending on your container, product visibility, application and end consumer, there are many choices that are appealing for various reasons.  An oval label in gold foil might be perfect for chocolate candy, but not so great for motor oil.  Glossy finish delivers impact and pops color, while matte finish softens the look of a label.  Keep your end user in mind.

Consistency

Ultimately, your label is your business card, and needs to deliver a consistent message.  That message should be the same message that you would deliver if you were able to greet every customer with your unique 30 second product pitch.  Once you find what works for your product, the message must be consistent.

Creating a great label and getting your product purchased over and over again takes time and thought.  We love to hear our client’s success stories.  Many of the customers we have served over the past 20 years started out as small companies and have grown by leaps and bounds, even during these lean times, and we are proud to be a part of that process.  We know that getting to yes is not easy, and we want to do everything in our power to help you deliver your product into the hands of consumers.

We look forward to helping you create more “yeses” this year.

With technology racing along at an alarming pace, it’s tough to stay ahead of the competition without your Droid getting out of control and tweeting about LinkedIn updates on Facebook.  Seriously, it’s a lot to keep pace with, and it is easy to fall into comfortable patterns and becomes antiquated.

How can businesses stay ahead of the curve when it comes to technology?   Most of us can barely keep up with the Apps on our I-phone, let alone the advances made when it comes to software and technology.  So how do you get ahead and stay ahead?

Sometimes getting ahead of the competition means effective delegation to the right person or organization.  Sometimes it means projecting trends and getting in front of them before your competitors do.  Most of the time it is both.

By projecting trends in the custom label industry, we have been fortunate to increase our digital capabilities with the very latest technology.  We are also fortunate to employ some of the industry’s best and brightest in the custom label industry.

By increasing digital capabilities, we are able to weigh the best option for each individual job and offer the best solution for our customers.  Increasing our flexibility allows us to stay ahead of competition when it comes to the label industry, and to focus on our customer’s needs.

We also believe that business is built on relationships, and it’s difficult to have a relationship with an automated phone system.  Yes, real professionals work here, in the office, and are ready to answer questions and offer solutions.  That personalized service is one aspect that makes us a favorite among our customers.

Although technology allows us all to be more mobile, effective, in touch and available when we want to be, without the human element there would be no need for business that is not purely automated and transaction based.  Have you ever tried dealing with a question or concern on an automated system?  Especially when it comes to custom work, not everything is so simple.

When it comes to label printing, we love to take the reins and get projects off your plate so that you are free to move on with other important commitments.   With our in house capabilities and experts at the helm, we are confident in our ability to offer great product and service, and both technology and experience work hand in hand to achieve those goals.

We are lucky to live in a time when there is an infinite amount of options for almost everything, available at our fingertips.  The challenge is to be deliberate in our choices and focused on the desired result.

Experience has taught us to focus on what we do best and leave the rest to the herd.

The 23rd Annual National Fiery Foods & Barbecue Show is March 4–6, 2011. With over 200 exhibitor booths and more than 1,000 different products, the Fiery Foods & Barbecue Show is the largest and most visited show about spicy foods and barbecue in the world! We are going to be there telling people how to spice up their product labels so that they have the bold first impression that they need in the marketplace. Come to Booth 321 or contact us here to ask how YOU can get your next labels FREE!

When it comes to custom label printing, digital printing is quickly becoming the new standard for many applications.  Technology in the digital arena seems to be blazing forward with lightning speed.  So why is everyone talking about digital when flexo printing has been the stand-by for decades?

When we think of digital printing, we may tend to think about quality similar to a home office printer and wonder if the end product will be a suitable representation for your product.  Like any technology, digital presses come in many shapes, sizes and calibers to be sure.  From digital photo printers ranging all the way to the new state of the art HP Indigo digital press, different presses are configured and priced for various production standards.  Do you need a special die shape?  Is four color process suitable for your requirements? Or do you need to duplicate – now and later – particular brand colors that may not be achievable with simple four color process?  Not all digital is created equally – nor is the outcome – just because its “digital.”

So why all of a sudden the excitement about having the option of high end digital printing in addition to flexo?  Digital printing offers high resolution 4 to 6 (and even 7) color process, quick turnaround and great quality without the excessive set up time or lengthy press changes required for multiple copies.

Digital printing can be a cost effective resource for many applications.  Some instances where digital could benefit you:

• Short runs
• Multiple copies
• Quick turnaround time
• Less expensive custom dies
• Eye popping color
• High resolution images

Regardless of whether you own a small start up or large established company, there is most likely a digital application that would benefit your company.

Some great digital conversions might include:

• Food product Labels
• Private labeling
• Beverage Labels
• Seasonal Labels
• Medical/Dental Labels
• Photo Image labels
• Beauty Product Labels
• Marketing and price point Labels

Digital is not a replacement for flexo printing, but isn’t it great to know that there are options?  Our professionals know how to weigh those options so that the end result is exactly what you need.

What digital can do beautifully is capture images and landscapes, intricate designs and shorter runs with the ability to handle more frequent, shorter bursts without excessive set up time.  Digital can be of assistance in helping you introduce a new product, marketing or version of artwork without a high investment in plates.  With so many options, digital is quickly becoming the new basic black of the custom label industry.
Give us a call or go to our website for a quote to see what digital printing can do for your company.

This recent holiday season, I was, for the first time in recent memory, ahead in my Christmas shopping and package mailing.  Woo-hoo!! Maybe the planets were aligned, or my horoscope mentioned I would be extra organized this year, but more likely it was that retailers, giving a nod of recognition to the struggling economy, raised the bar a bit when it came to early holiday sales.  Perhaps retailers were concerned that if they left sales until Black Friday, they would miss their mark for the year once again.

It was more than the prices though.  I felt that retailers were focused on being a bit choosier with both stock and holiday help.  Personally, I was pleased to see both.  I would rather see fewer items and great displays accompanied by nicely groomed and well-mannered associates than racks crammed full and orbited by rude salespeople.  This year, I could almost feel my wallet loosening with each, “Thank you for coming in today,” and, “Please let me know how I can help.”

Despite the deals and happy holiday faces that seemed to abound starting even in early October, as a consumer I felt well within my right to shop around, not just for price, but to give my hard earned money to those businesses I deemed worthy.

My barometer for value has changed in the past few years, especially during the recession.  I now find myself gravitating to businesses that offer excellent customer service, stand behind their product, are involved in giving back, and who try their very best to exceed my expectations with each visit.  Conversely, I have begun avoiding big box stores with the cheapest items and unhappy staff in favor of more wholesome, local products, even if they are more expensive.

Why?  Quite honestly, it’s because I just like to feel better about where my money goes.  Do I favor the underdog, the Mom and Pop shops?  Yes, sometimes I do, but it depends on how they make me feel.  Sometimes I like Nordstrom, sometimes I like the little corner store.  It’s the experience.  That’s it.  No other reason.  I like to feel like I am helping to preserve and protect the businesses that want me as a customer enough not just to say it, but to act like it, all the time.  I have decided that I am in favor of the good guys who smile while stocking the shelves, ask how they can help and have knowledge about the store, rather than the disgruntled cashier talking on her cell phone while ringing up my imported, crooked-seamed fleece top that I just saved $4 on.  Big deal.

Supporting solid business and promoting best value rather than the cheapest price has become my mantra in everyday life.  Even if I have to budget, I would rather bring my lunch and save for a spectacular meal at the end of the week than spend a fistful of cash on mediocrity.  To me, there is more satisfaction in getting the best overall value and not having to return it, regret it, or re-gift it!

The best value involves the entire experience and the residual effects long after the sale has been made.

One way of adding value and creating a memorable experience for your customer is by adding “lagniappe” to your repertoire.  Lagniappe (pronounced “lan-yap”) is a Louisiana French term defined by Wikipedia as, “a small gift given to a customer by a merchant at the time of a purchase, such as a 13th donut.”  Particularly in the south, street vendors often throw in fresh herbs, spice mixes or a free baguette with purchases, creating a personalized experience and adding value for customers.  Certainly a conversation starter and a creative marketing hook, Lagniappe originated from the Spanish word “la napa” meaning literally, “something that is added,” and although a colloquialism, the theory applies worldwide.

By adding the proverbial 13th donut to your strategy, think of the value you add in the customer’s eyes.  What is your Lagniappe?

“Price is what you pay.  Value is what you get.”
-Warren Buffet

How to Choose a Label Company

As an entrepreneur or marketing executive, you undoubtedly know how important your unique product label can be in conveying branding, product knowledge, ingredients and application. Using the right artwork, text, color and scale, material, texture, adhesive and finish can help you appeal to your target audience, but it’s a lot to think about. Ultimately, conveying the right message can result in higher sales and help gain a following of loyal customers. But while you are busy helping consumers determine that your product is better for them than the competitions, how do you form a long term, dependable custom label partnership that is best for you and your growing company? How do you identify the industry expert who will deliver the best value to you?

There are many variables in custom label making, because…, well, every job is custom. Maybe you are a startup company and need good pricing on a small quantity and need consistency with small runs that only happen on an as needed basis. Maybe you are a corporation who distributes millions of labels to franchises or retail operations. Both of these types of companies and every business model in between will have a different set of label needs.

Not only are your labels custom, your needs are custom as well. We get that. It really is all about you.

Is your Label company providing expert advice regarding best practices and new technology for achieving your desired result?

Can your label company produce both small runs and mass quantity?

Are you able to ask for recommendations on material types and product testing prior to ordering?

Do you feel comfortable that the company is financially solid and will be available to serve you in the future? Does their facility reflect your expectations?

What about overall value proposition, including price, quality, timing, delivery and customer service?

Would you feel comfortable referring your label company to others?

Often product labels are the “make or break” factor for start-up companies, and can be the bread and butter for branding, creating top of mind awareness and recognition for your audience. Labels are the first and often only form of communication you have with your customer. As with most competing products on the market today, many conditions come into the decision making process for consumers. Factors such as effectiveness, taste, quality and overall value often override price.

Next time you are running errands, look at all the choices you have as a consumer. What determines the purchases that you make for your family? Would you rather have the pasta sauce that tastes like Mom’s, or the sauce that is on sale but that no one will eat? Most people will vote for the sauce that tastes like Moms even if it is a little more expensive because as my Mom used to say “A sale is no sale if it ends up in the trash.”

We know that your time is valuable. Not only do labels need to look good and convey your unique message, they need to stick when they are supposed to stick, have the right material for the application and exposure and be a good overall value, leaving you more time to concentrate on what you do best- growing your business.

Is your label company making it easier to achieve your branding and sales goals? How do you know that you are getting the best value for your money? How does new technology affect your labeling options? What makes the most sense for your individual situation? Does your label company deliver consistent product and stay on top of industry trends?

Sometimes, the answer lies in the question.