First, keep in mind that a card is not a card, i.e., there are several products that lend themselves to the “affinity” approach. For example, there are bareback cards (7-15 mil plastic), bareback labels (for example, 2 mil clear polyester permit decal substrate), and tip-on cards (7-30 mil plastic). All three products are available in full bleed, tight register, and process color with the labels available in up to 12 colors.
Signature imprint panels, encoding (magnetic strip), embossing, thermal printing (for PINs and numbering), scratch off foils, and/or bar coding are available on both card formats with laser compatibility and variable inkjet imaging standard on all three products. The tip-ons are produced either offset or silkscreen with metallic ink capability while the other two can also be produced flexo or UV letterpress. The labels normally come preapplied to continuous or cut sheet for additional value-added printing or customization.
The following applications have proven successful for:
Tip-on cards: preferred customer, retail store registration, prepaid phone, loyalty, health care/insurance, discount, identification, calendar, and membership.
Bareback cards: information wallet, license or permit, preferred customer, prepaid phone, loyalty, health care/insurance, identification, calendar, and membership.
Bareback labels: return merchandise, state/local government permit decals, hospital lab labels/forms, shipping labels/forms, and promotional labels/form inserts.
There are only a handful of vendors in North America producing these products because of the unique manufacturing expertise required. However, these niche suppliers primarily market through third party distributors that work with the corporate-end clients. They offer end-to-end processing for those marketing sources that do not want to intercede at some point in the value-add chain. Each supplier will provide striking and impressive samples along with technical advice on the ancillary equipment needed to tip-on, fold, insert, etc.
Here are a few of the suppliers that will be important in developing this offering and expertise:
Arthur Blank & Company, Boston, MA.
www.arthurblank.com
Bertek Systems Inc., Swanton, VT.
www.berteksystems.com
Plastilam, Salem, MA.
www.plastilam.com
PLASTIcard by M.G.I., Melbourne, FL.
www.mgi-usa.com
