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Product Attraction Starts (and Sometimes Ends) With the Label

By: James Lowry and Mark Lusky
Posted: July 16, 2012, from the September 2012 issue of GCI Magazine.

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Enhance the value of your product by making the label a “collectible.” Today, one-of-a-kind labels can be digitally printed as quickly and in the same price ballpark as one master label. Everything from sequential numbering to individual images on 10 to thousands of labels can be accommodated—creating the opportunity for “limited edition” attraction. One popular winery trend is to commission contemporary artwork for a label. Much like a limited edition print, labels featuring this art can be numbered—and become collectibles in their own right.

This can become a strong sales draw in and of itself, complementing the quality of the product. And, it can even bolster product popularity among lukewarm users. For example, millions of people watch the Super Bowl—but not just for the game. In fact, some watch primarily for the halftime show, and others for the commercials.

In the same way, purchasers may forgive a few product shortcomings if there are other compelling reasons to buy—such as a limited edition label.

In summary, brands that create distinctive and dynamic error-free labels can look forward to an excellent return on their label investment.

James Lowry is the general manager of Lightning Labels, a premier provider of labels, now celebrating its 10th year in business. He is a 25-year-veteran of the printing industry with experience in digital, flexo, offset and commercial printing. Mark Lusky is a marketing communications professional who has worked with Lightning Labels since 2008. The company works with customers as business partners to provide labels that will help them be successful. Overall value to customers is a strong balance of high quality print, dependability, service, fast delivery and fair pricing. 1-888-907-3004;;