excelsior-marking

Pallet Stamps – What are they made of and How are they made?

Sun, 26 Jun 2022 22:16:49 GMT

Stamp Types and Materials

We’ve had some questions regarding Pallet/Lumber Stamps – here are some answers…

What are the styles of Pallet Stamps?

There are several styles of stamps currently being used for marking pallets to indicate pallets have been heat treated, meet IPPC requirements and or are for dunnage. The most common sizes produced for stamps are 1 ¼” x 2 1/8” and 2” x 4” but stamps can be made to any size to fit the application

There are rubber stamps that are inked before use with a separate ink pad, these can be supplied with a flat mount or a rocker mount for larger sizes, along with various styles of handles or knobs. Some are also supplied as a hammer stamp
There are self-inking styles of stamps, these will have an ink pad as part of the stamp and will ink the die while being used. They can be supplied as an upright style, commonly referred to as a grocery stamp, or as a roller stamp where the image is rolled on.

Which type of Rubber is best for Pallet Stamps?

There are different types of rubber used to make the stamp dies, natural rubber and buna rubber, and some people will use photopolymer to make the stamp dies. All provide different characteristics and benefits. Ink choice needs to be considered when choosing the rubber type used

Natural rubber is the most used. Latex based; it will provide a softer material surface that’s helps provide a better image on a rough wood surface. Natural rubber can also be supplied with a ribbed back that will be used to snap and hold into place on the stamp mount, making it easier to change dies when they wear out. Good abrasion resistance and tear resistance, fair solvent, and oil resistance.
Buna rubber is a harder durometer material. It is a synthetic material that will be more resistant to the corrosive ingredients in the inks used. While it will hold up better, the harder surface makes it less forgiving when stamping a rough surface, it will not be as conforming when stamped. Excellent abrasion resistance, good solvent, and tear resistance
Photopolymer is a synthetic polymer. While it may provide the best image quality, it is also the most susceptible to abrasion and environmental (ozone) issues. Poor abrasion resistance, fair tear, and solvent resistance.

What type of Ink should be used with Pallet Stamps?

There are several types of inks used for stamping wood.

Rubber stamp ink, it is used for stamp pads and for self-inking stamps, it will have a slower dry time to avoid drying out on the pads, lower solvent (alcohol) content, designed for use with natural and buna rubber. Higher in cost.
Stencil ink, quick drying. Used by many in the pallet industry because it is lower in cost, but it is much higher in alcohol content and will cause the stamp dies to swell, become gummy, and produce a lower quality image.

This information does not cover all the stamp styles and materials available but includes the most commonly used. Every application can be different, we hope this will provide a good reference for you when deciding what best fits your need.

EMAIL SALES@EXCELSIORMARKING.COM to learn more.

Sustainable Signage

Mon, 21 Mar 2022 22:16:47 GMT

As a designer and maker of business signs that meant looking at the materials we

use, and determine if we could integrate more recycled and reusable. Interestingly, this meant going back to some tried and true options – wood and metal. And cutting down on materials used.

So, what is sustainable design? Simply put it’s design that offers “responsible interaction with the environment to avoid depletion or degradation of natural resources and allow for long-term environmental quality.”

We began designing Signs using wood and metal sheeting, metal frames, wood plaques, and metal lettering. We tested and

produced ADA/Braille Signage using UV Print technology with wood and metal. We produced Awards and Recognition displays combining natural materials and recycled, locally sourced acrylics to achieve the aesthetics and sustainability goals.

In addition we produce Office Signs ,that traditionally have used 2-3 layers of materials, that use one layer of material. Our process can produce raised print, Braille and even design textures in one step on layer of material.

Here’s a few more ideas… By using cut aluminum lettering we upgraded the look and environmental impact. Another trick was to use recycled materials to create an impactful design.

Pallet Identification – Brand, Stencil and Stamp

Tue, 15 Feb 2022 22:16:45 GMT

Call it Marking, Stamping or identifying; every Wood Pallet and/or Plastic Pallet that travels globally must be marked with an ISPM approved mark. The International Standards for Phytosanitary Measures – ISPM mandates this fact. The reasons for the mark is clear – to reduce the risk of the introduction and spread of pests, via wood pallet. Each item must be treated either by Heat Treatment or Chemical Treatment (Methyl Bromide). The problem arises when the “How” to mark the Pallet comes into play.

The Mark, indicating treatment, varies by country. In general it will include:

-The symbol (IPPC)

– Country Code

– Certification Agency Code

– Treatment code (HT or MB)

Always check with your Certifying Agency for the exact standard.

From these guidelines, the search for the perfect marking solution was born. The challenge is to find a method that will work in a dusty, outside environment. In addition, depending on where the Pallet manufacturer is located, air temperature may need to be considered. There are a few major ways to mark wood pallets. All have advantages and disadvantages. They include Branding, Stenciling or Stamping.

Branding

Branding uses a Iron with a heated, metal die to burn an imprint into the pallet. Heavy duty Branding Irons can be hand held or machine mounted. Branding creates a solid impression. Generally the brand will include the two letter country code (e.g. DE for Germany), the regional identifier (e.g. NW for North Rhine-Westphalia) and a registration number issued by the regional phytosanitary authority to the packaging container manufacturer, the packer or the consignor (unique number beginning with a logo. Learn more about the approved mark from your certifying agency. Custom branding dies are made of steel or hard metal that can withstand the high temperatures. Electric and Propane Branding Irons come in different wattages. A higher watt iron will allow a quicker process, with less down time. Branding entails more of an investment than stamps or stencils. All dies are custom machined, and the heavy duty Branders are also an investment. Once set up to Brand, the equipment can last several years.

Stamping

First, and probably, most common is marking with a Rubber Stamp. There are several types of rubber stamps; knob handle, self inking, and roller. The image is clear and visible, and with proper care, the stamp is a good solution. However, the process can be relatively slow since each pallet is stamped individually.

Stenciling

Stenciling is another solution for marking wood pallets. A laser cut, custom stencil is positioned on the pallet; Ink or paint is applied; and the stencil is removed. When applied carefully, a good mark can be achieved.

e best solution to marking pallets and lumber. The printer can be programmed from a PC and allows wireless marking. Printing is quick and consistent. For larger operations, inline printers can be machine mounted. This option does require an investment and a more “innovative” business philosophy. One early adopter had this to say; (the hand held printer) has “given us the ability to quickly mark our pallet and crating products with very little effort… Markings are clean and clear, showing a professional look our customer base now demands.” There has also been some resistance to accept the printed marks by some in the Pallet Industry, but that seems to be subsiding as more Hand Held Printers are used.

The Evolution of Excelsior Flexo Solutions

Tue, 08 Feb 2022 22:16:43 GMT

Currently, the global flexographic printing market is growing at a consistent pace, with a projected value of over $20 billion by 2025. At the forefront of this growth is the wide web press market as its versatility provides important applications in the world of consumer goods packaging and labeling.

“We knew about the growth opportunity within the industry and made it our focus to enhance our capacity, speed, quality, and resolution,” said Dave Sutter, owner of Excelsior. Combining our new focus and our extensive experience in the wide web market, we set forth to improve our plate making capabilities on the digital side to better serve current and potential customers. The team needed the right technologies to cover a wide variety of clients and industries. In 2020-2021 we went to work and invested in new, state of the art equipment and software.

This investment included installation of a new digital imager, which produces plates at resolutions of up to 5080 dpi, to compliment the existing imager that produces plates at resolutions of up to 4800 dpi. With the new equipment installed into our workflow, we are able to offer higher quality resolutions unlike before as both imagers improved print quality by 61.29% and 44% respectively over competitive offerings.

Our high dpi imagers produce more intricate high-quality photopolymer plates that allow our customers to see a marked difference in the quality and detail of the products they are printing. “We were already above our competitors with 4800. Now, we are a step even higher at 5080, putting us at a greater advantage.”,

Operating with Efficiency

In the current flexographic market, it’s difficult to compete with us. Multiple digital imagers allows us to increase capacity and improve turn around times. Our centralized Shop offers high tech solutions from experienced Designers, Technicians and Customer Service. Tami Warlop, our Team Manager, has over 25 years experience in Prepress Services and Brian Collins, Technical Manager has over 25 years in Prepress and Press side.

We are, and have been, ISO 9001-2015 Certified, which is a newer requirement for many print jobs. Through this intensive focus on Quality Assurance and Control, customers can rest assured that Excelsior’s plate manufacturing process will always be consistent with every plate it makes. Not only will every single plate print perfectly, but also each batch will be presented at maximum quality.

Our Team of experts, combined with state of the art Flexographic Plate equipment, work with each Customer to ensure the best supplier experience. To learn more call 800-433-3615, email Tami Warlop, Team Manager or Brian Collins, Technical Manager.

Founded in 1905, Excelsior Marking is a pre-press printing service firm located in Akron, Ohio. For the last 50 years, Excelsior has made a name for itself thanks to its high-quality flexographic printing plates. As one of the only prepress houses that isISO 9001:2015 certified with quality systems, Excelsior continues to provide top-quality products and services to its clientele. More Here

We Go On!

Sun, 29 Aug 2021 22:16:42 GMT

Two years and counting…

So here it is almost 2 years after it all started. Many business are recovering and/or reopening. People are returning to “in person” work. Many businesses are having difficulty finding workers. We are dealing with a new virus variant. The government is “printing money” to keep the economy going. It’s somewhat controlled chaos. The next few years will be interesting for Small Business.

In February 2021 CBS News reported…

“Three out of every 10 small businesses in the U.S. say they likely won’t survive 2021 without additional government assistance during the coronavirus pandemic, a survey from the Federal Reserve Bank shows. Considering there are roughly 30 million small businesses in the U.S., that means 9 million small firms are at risk of closing for good this year.”

As an update a June 2021 Fact Check report quoted a Harvard University-based project called The Economic Tracker. The online platform provides data about real-time economic trends and uses financial transaction activity to suggest whether a business has closed.

As of the week of June 8 2021, the Tracker showed there were 37.5% fewer small businesses open nationwide compared with January 2020, two months before the pandemic hit the United States.

As a small business we are proud and grateful that we have survived and, in some ways thrived during this crisis. The downturn gave us a chance to re-group. First, we upgraded technology and equipment to keep up with added demand in our Prepress Services (Packaging) area. Second, we entered new markets to help with the crisis(PPE). Third, we are reviewing goals in our Contract Machining area to accommodate new markets. Finally we increased our E-Commerce presence. All this was to keep current with the new normal.

To us the most important part of this was our people Keeping them healthy and employed. These people are like family; their families are like family… I also know that without these people, we can’t serve our customers. Consequently, our customers can’t serve their customers… and it goes on. (The simple definition of Supply Chain). With the help of Federal PPP, State and County Grants, and a lot of “thinking outside the box” we have continued to grow. Although Covid is still with us, I’m optimistic that we have learned how to navigate the health crisis. I believe and understand that it’s not going to be a straight line out of this. There will continue to be ups and downs, opens and closes, speed ups and slow downs – you get the idea. To us, that’s what you get when you go into business.

You may be asking “how did you do this”. Reflecting back, it’s a blur and a Team effort. At times we would look around at my coworkers and think “why do you do this?” One word comes to mind CULTURE. Excelsior Marking stays together because we have built a culture of respect, empathy, and perspective for each other, and our Customers. These are a few guideposts I maintain to get through.

First, Stay presen t and remember the Law of Impermanence – everything is constantly changing. The good times will come and go/the bad times will come and go.
Be Positive – Think Positive – Do Positive (this saying is painted on one of my Manager’s office walls) Positivity is a choice to make every day. There is something good in everything. Even a closure will move you to the next opportunity. No one regrets what they did, they only regret what they didn’t try.
Next, watch for Burnout . Stress on the job for a prolonged period affects our ability and desire to do our jobs. We needed to learn to be empathetic, take breaks, and breathe. A job is what we do, it’s not who we are. This attitude needs to come from the Top. If you manage people, you need to be the model. A few times I caught myself saying “This job is not life threatening”!
Always, be open and communicate, communicate, communicate. None of us know all the answers. None of us have been through a pandemic. We will all make mistakes and that’s ok. I stopped “posting” written information because it changes every day and confused all of us. Every morning I check my news feed and walk around the Plant to hear if anyone has heard anything new. (It’s called managing by meandering, and I highly recommend you try it)
Finally, Celebrate the “Good Stuff” . Holidays, Birthdays, Weddings, Babies , the Super Bowl, St. Patrick’s Day, Memorial Day…all happened during Covid. Get the pizza, make the cake, bring in the donuts and celebrate!

One last thing, if you’re one of our loyal Customers or Vendors, WE THANK YOU FOR YOUR LOYALTY”! To all others be well!

A Brief Overview – Advantages of Face Shields and Face Covers

Wed, 15 Jul 2020 22:16:37 GMT

Prior to Covid19 most PPE was used by Medical Professional. Most PPE was sourced from overseas. The worldwide spread caused an initial shortage in the United States. To answer the call, many US manufacturers’ (including Excelsior Marking) retooled to fill the gap. Currently, Americans are being encouraged to add Face Coverings to Social Distancing and Hygiene protocols. So “what’s the best covering?”. The honest answer – “it depends who you ask”. Here’s a brief summary of some of what we’ve found regarding non-medical Face Covers – Acrylic Shields (which cover eyes, nose, and mouth) and Cloth Masks (which cover nose and mouth). Both are viable options and may offer a barrier to the spread of airborne viruses. Nothing can offer complete protection, and both are meant to protect others.

Acrylic Face Shields

Generally made from clear, thin, acrylic with a band which fastens around the head. Shields should reach above the forehead, below the chin, and wrap partially around the side of the face. Face Shields are often worn by medical professionals to prevent fluids from getting to eyes, nose and mouth. Recently, Shields are being seen worn by the general public.One study* of their effectiveness reported a 96% reduced exposure of cough aerosols with a distance of 18”.

Shields do not replace the need for Social Distancing and good hygiene.

Advantages

Lightweight
Offers good airflow
Reusable – Cleans easily
Covers Eyes, Nose and Mouth
Limits eye touching
Less need for “adjustments” than with a Face Mask.
Allows for better communication as the mouth is visible.
Can be worn with eyewear – less fogging

Cloth Face Covers

Todays’ non- medical Face Masks are made from cloth. Generally, cotton or polyester blend. A mask is secured around your ears and will cover your nose and mouth. The CDC reports that used in conjunction with Social Distancing and good hygiene, a Mask may provide protection for those around you.

Advantages

Lightweight
Easily forms to the face
Commonly available
Reusable – wash/launder after each use.
Convenient
Widely accepted

Both Shields and Masks may provide virus protection. Which to choose depends on the situation and the wearer.

*published 6/24/2020 “Health Essentials form Cleveland Clinic”

Excelsior Marking has pivoted its operations to provide PPE during the Covid19 crisis. To learn more visit DeskGuardShop.com .

ISO Certified Ultra HD Flexo Platemaking

Sun, 09 Feb 2020 22:16:35 GMT

ULTRA-E HD platemaking will take your flexo print to ULTRA HIGH levels. Combining industry leading 4800dpi imaging, innovative flexo dot screening and skilled flexo prepress professionals, ULTRA-E HD will improve your print color and clarity instantly.

Using proven direct to plate technology, ULTRA-E HD consistently produces high quality photopolymer plates at 23 million pixels per inch. Comparing that to 16 million pixels for normal HD and 5.7 million pixels for traditional digital platemaking shows ULTRA-E HD images with about 40% more data per square inch. More data. Better imaging. Better plates. Better print. Learn more.

Industrial Marking/Coding/Tagging of Products – points to consider…

Wed, 11 Dec 2019 22:16:34 GMT

A product Code or Mark is a unique identifier, assigned to each finished/manufactured item. Today, most, if not all, manufactured products require some type of identifying code, mark or tag. Whether it’s an official government requirement, to keep track of inventory or simply to identify an asset. Sounds simple, but depending on the product, it can be challenging. Here are 4 questions to ask for better product Coding, Marking or Tagging.

What needs to be marked, coded or tagged? It’s important to know the type of product substrate the code/mark/tag will be applied. Is the product plastic, wood, metal or other? This will help determine which marking method is best – print, stamp, tag… Which method will provide long lasting results? It is also important to know if there are any special marking regulations for the product. Are there size requirements? Does the mark need to be etched into the item…
Where should the Code, Mark or tag be applied. Do you need to code/mark the outside, inside, top or bottom of the product? This can be very important for display and inventory control purposes.
How is the code, mark or tag going to applied? Are the items used indoors or outdoors? Does the mark need to be engraved, stamped, branded, labeled or printed?
When does the code, mark, or tag need to be added – before, during, or after production. This is important when planning the production process. Do the parts need to be marked before or after assembly?

For more information about Marking/Coding/Tagging products ask the experts a Excelsior Marking.

Creating Recognition/Donor Displays

Tue, 29 Oct 2019 22:16:30 GMT

In todays’ world, we hear much about gratitude –“ the quality of being thankful and the readiness to show appreciation and return kindness.” For many Nonprofits, Health Care Facilities and Educational Institutions, saying thank you entails creating a display to showcase gratitude. In addition to honoring generosity, Donor walls build a legacy and inspire future giving. Here are some points to remember, when creating a display:

Tell a story. Today’s recognition displays don’t simply list donors, they honor the heritage of the organization. Timelines and photos can help tell the tale.
Coordinate with the current interior of the space. A recognition display can both stand out and harmonize to be effective. Choose colors and materials which bring together the theme.
If appropriate, plan for future giving. A recognition wall may need to be amended over time. It may be necessary to have additional pieces produced for the future.
Consider a personalized gift for the Donor or family of the donor. The gift gives them a “piece” of the display as a remembrance.

Architectural Lettering and Logos in Signage

Mon, 15 Jul 2019 22:16:28 GMT

Architectural Lettering and Logos have become very popular in the last few years. Offices, Schools, and Medical Facilities are using individual lettering to name buildings, conference areas and common areas. This type of signage provides a stylish way to name an area. Here’s a few points to consider when choosing lettering.

What are you naming? Are you naming an exterior building or interior area? This will determine, among other things, the type of material used. The lettering needs to be weather resistant to withstand outdoor settings.
What type of surface are you mounting on? Are the letters being installed on drywall or masonry? This will determine how the letters will be mounted. A hard or stud mount is generally more stable. An adhesive mount is generally easier to install.
What are the dimensions of the area? This will determine the size and layout of the lettering. Your Sign company should provide a technical drawing with dimensions. A hard copy printout is advantageous to allow for adjustments before installation.
What’s your budget? Lettering can be more of an investment than a Sign. The individual placement, materials, and time of production can add to the cost. A combination of individual lettering and signage is a good option to control costs.

Rely on your sign company to provide information and guidance with Architectural Lettering. Use it as part of your overall visual plan.

Business Signs, ADA Compliance and Sustainable Design

Thu, 06 Jun 2019 22:16:26 GMT

“We want high end design, efficient function and ADA compliance – all at an affordable price”. This statement can heard in many discussions among Project Managers, Architects, Building Managers…So how can we have it all?

Excelsior Marking has a innovative sign system that integrates all three. UV Print technology allows pantone color matching to create custom multi color designs. Designs may include logos, textures, and Tactile/Braille components. The latest innovation is a sustainable wood/metal option.The window design allows for changeable customization. Signs can also accommodate framing systems. Finally, the one step process allows for production affordability. With other Sign Systems you may get one of these advantages, but rarely do you see all three.

This innovation can be used for Signage in Schools, Hospitals, Medical Office Parks, Hotels and Restaurants. Want to learn more?

Steel Stamps – Why Quality Matters

Wed, 01 May 2019 22:16:22 GMT

Custom, Made In the USA, high quality, Steel Hand Stamps are manufactured from hardened, high-grade tool steel that resists spreading. Custom Steel Stamps are engineered to specific drawings, and should be Heat Treated for hardness. Steel Stamps are machined with numbers, symbols and/or Company logos/Trademarks. Well made Stamps will hold up over time.

A quality Steel Stamp manufacturer will guide you to the correct set up for your application – Size, Font, Bevel, Face type are all considerations. Custom Steel Stamps are used by Welders, Furniture Makers, Tire Mold Shops and Metal Parts Manufacturers to uniquely identify items. Generally, Stamped marks are more permanent than other types of identification methods. To learn more about Steel Stamps and other types of Industrial Marking solutions visit: www.excelsiormarking.com .

ADA Sign Requirements -Building Renovations

Wed, 24 Apr 2019 22:16:20 GMT

As a ADA Sign Contractor, we are asked about compliance requirements for building renovations. The general excerpt from ADA Standards ,Section 202.1, states:

“Additions and alterations undertaken at existing facilities are covered by the ADA Standards. The extent of application is largely determined by a project’s scope of work as the standards apply to those elements or spaces that are altered or added. Additional requirements apply to projects that affect or could affect the usability of, or access to, an area containing a primary function.”

In simple terms, if the building is changed or altered, the ADA standards apply. There are exceptions. Details of the section can be viewed HERE. ADA standards include the types and placement of Signage. Older buildings may not have signs that are accessible for Visually Impaired individuals. All Signage in public spaces needs to meet specific standards for specifics, such as, Font, Spacing, Tactile Lettering and Braille. In addition, installation requirements also apply. For more information regarding ADA Signage, contact your Architect, General Contractor or Signage Contractor.

Why Choose Flexographic Printing for Packaging?

Tue, 11 Dec 2018 22:16:17 GMT

Whether a company manufactures household products, pet food, frozen food or most other consumables, packaging is an important consideration. Packaging protects, provides storage, and defines the product. There are many types of packaging – bags, boxes, cans… It has been said you have 3 seconds to get the attention of a consumer – the package design matters! Whether its a printed Polybag or Label, the Printers job is to reproduce the design, color and detail. The package needs to “jump” off the shelf. Although there are many ways to print the package or label, one of the most popular is Flexographic Printing. So what is it?

What is Flexographic Printing? In its simplest form Flexo is relief printing using soft or flexible printing plates. The plates are made from a polymer material by a process know as flexography. The plates are mounted to a press and quick drying inks are used to print on material such as polypropylene or label stock. Each color requires a separate plate.

What are the benefits of Flexographic? Flexographic Packaging offers a nimble solution which is relatively economical, offering greater profit margins, as compared to rigid packaging. In addition, It allows great flexibility in art and color choices. Flexible packaging also uses less material, which can make it environmentally favorable. It is also lightweight and easy to transport, which makes it logistically beneficial.

What’s the Flexographic Process? The process begins with the art or concept for the package. A Prepress Design Specialist will work with the art to make it Plate/Print ready. The Graphic Designer, with expertise in Package Design, will work to color correct, if necessary. The file is sent to the Processer where a photo polymer plate material is used to produce the soft or Flexographic Plate. The Plate is “washed” and “dried” and is ready for the Press within a few hours.

Need more information?

Case Study – School Signage

Tue, 02 Oct 2018 22:16:16 GMT

A school in Ohio needed help replacing their older signage. Doug from FASTSIGNS Dayton jumped in to help! He also took the opportunity to educate the school on integrating colors and logos to reinforce their brand while maintaining ADA integrity. Here are a few tips for your next project.

1. Keep the color contrast high

2. Keep the design minimal.

3. Keep the character size and Braille within ADA guidelines.

As the ADA Sign partner, we were able to guide Doug through the process. From quote to production, we worked together to offer the best solution for the customer. We thank Doug for allowing us to be a part of this project!

Based in Akron, OH, Excelsior Marking has been in business for over 100 years. We design and manufacture all types of custom marked products. One, of which, is permanent signage. We offer custom interior Signage, ADA Compliant/Braille Signs,Architectural Letters, Donor Displays, Name Plates, and Suite Signs. Our capabilities include UV Printing, Laser and CNC Engraving. There’s great flexibility in size, design, color, and substrate choice. Your customers will love what they see! We are a “made in the USA” family business. We welcome “special applications” – we love a challenge.

Interested? Call us 330-745-2300 or email Sales@Excelsiormarking.com

Signs of Safety

Thu, 06 Sep 2018 22:16:14 GMT

Our manufacturing facility recently hosted a OHSA Onsite visitor. After some research, I learned 5 the most common Signs which help to keep us all safe!

Exit and Evacuation Signs – emergency exits and evacuation pathways need to be clearly marked. Hallways and doorways that can be confused for exits should be marked as NOT AN EXIT.
Fire Safety Signs – Fire equipment like extinguishers, fire alarms and fire hose cabinets should be identified with a sign.
Electrical Hazard Signs –Signs which indicate high voltage make safer work spaces for areas close to electrical equipment.
First Aid – First aid supplies and equipment should be flagged by a sign for visibility.
Flammable/Combustible Signs – Signs on containers with combustible or flammable liquids, vapors, or materials are necessary.

To make a facility easier to navigate, Equipment, Wayfaring, and Directional Signs are also recommended. To learn more about OHSA sign requirements go to https://www.osha.gov/ . To learn more about office signs email Katies@excelsiormarking.com.

Excelsior Marking in the News…

Tue, 21 Aug 2018 22:16:11 GMT

Excelsior Marking was proud to be a part of the inaugural ConexusNeo Manufacturing Camp for Akron Public School High School students. We hosted 17 students for a Tour and hands on activity. Our group was able to help design and produce a UV Printed Aluminum Water Bottle. At Excelsior, we are committed to workforce development for all in our community!. This video highlights the young women who participated…

A Label is a Label, or is it?

Thu, 26 Apr 2018 22:16:07 GMT

Labels are everywhere in packaging– on bags, boxes, cans, bottles, jars, equipment… A label is one of the most efficient ways to define a product. Labels are versatile in material, color and design. But all labels are not created equal, and not all labels fit all applications. Let’s review two of the most popular types of label in respect to “how they’re made”.

1. Flexographic labels

Flexographic labels are an adaptable label solution that can be used on a variety of packages. They can be printed on a wide variety of materials, including plastics/polypropylene, metal films, and papers.

Uses for flexographic labels

You can find flexographic labels on just about any type of product. They’re widely used for a variety of consumer package goods because they’re economical with large runs, they can be printed on non-porous materials, and they’re great for printing large areas of a solid color. Their versatility makes them a good option for tags, flexible packaging and pouches.

Advantages

Flexographic labels provide rapid speed at reasonable cost with design flexibility. If you need large quantities of labels ASAP, flexographic presses can achieve quick line speeds because the labels are fed in using rolls. Particularly for large orders on short lead times, they’re a great value.

2. Digital labels

Digital labels are made using cutting-edge digital printing technology.

Uses for Digital Labels

Digital labels, as with Flexographic labels, are used for many types of packaging. They are great for small quantity testing of new products and/or seasonal packaging.

Advantages

Digital labels provide excellent resolution for minute details and small print. As well as sharpness and clarity of images. Turnarounds are quick and efficient for shorter print runs. The latest digital technologies offer great consistency for each label, and photo quality imaging. Digital Labels are best for print runs with differing designs and sequencing runs.

Which is Best?

There isn’t really a better choice in regard to quality of label. Determine the number of labels needed, the turnaround time, the design, and the variations needed.

Excelsior Marking offers boutique style Graphic Services. Including Design, Account Management and Prepress. Our Team can work with your Printer, or one of our partner Printers to get your package from concept to the shelf. Learn More

Flexo Platemaking – Take Printing to a New Level

Thu, 28 Dec 2017 22:16:05 GMT

Office Signs… Color, Contrast and Legibility

Wed, 27 Dec 2017 22:16:03 GMT

Office Signs provide several important functions. Three of the most important are:

Provide Information. What?
Provide direction. Where?
Tell the story. Who?

So how do you decide what your office signs should look like? Three considerations are Color, Contrast and legibility. According to Color Combo.com, people are affected psychologically by color. Therefore, it’s best for business owners keep this in mind when choosing Office Signs. Warm colors are relaxing and may help customers “feel at home” and be comfortable. Good choices are soft reds, oranges, gold’s… A vibrant red or bright yellow sign will arouse the senses and give your visitors a sense of energy. Whereas cool colors are attention getters – think hot pink or neon green.

Businesses should decide what response they want when choosing colors for signs. Here are a few examples of businesses that use signage that illustrates this:

McDonald’s – yellow is a happy color.
Macy’s – red is stimulating color.
Capital One – blue is a trustworthy color.
Toys R Us – primary colors are fun.

If your business already has a color scheme or logo, you can work to carry out those colors throughout the signage. Black and white signage is always a good basic choice. It has good contrast, is legible and cost effective. Studies show that one or two colors is best, three may work, but more than that may get confusing.

Just as important as the color choice is the amount of contrast in your business sign. The more contrast, the better. For example a black and white sign creates high contrast, whereas a navy blue and black sign creates low contrast. Offset and dimensional signs offer contrast and interest. Interestingly, the background color of a sign can be light or dark, as long as the foreground contrasts. Some colors are considered more feminine or masculine as with pink and blue. Orange evokes positivity and joy. In today’s environmentally conscious society, green is thought of as a healthier color.

The ability to read a sign, legibility , is also important. Keep the size of the sign and lettering in mind. Will the sign be read from a far distance? The American Disabilities Act can give some guidance on sign size, lettering, and approved font choices. Rely on your sign supplier to help you with these requirements.

Thank You for Your Service!

Mon, 16 Oct 2017 22:15:58 GMT

How do you recognize your staff? One study* indicates companies with effective employee recognition programs have a 31% lower voluntary turnover than those without. The same research found that organizations that recognize employees have better employee engagement, productivity and customer service than organizations that do not. These results are not surprising, as most of us want positive feedback. Wages, income and salaries are considered “earned” and are not a form of recognition. Recognition is something above and beyond what is expected.

Click for ideas.

Here are few points to consider when setting up your employee recognition program.

Be specific. In other words, don’t just say “Thanks”. Recognize a particular act or event. For example, recognizing an employee who was given praise from a customer for solving a problem.

Be consistent. Set up a system that recognizes your staff often.

Be visible. Recognition is better if it is done in the presence of other employees. Some find making it a part of their weekly staff meeting works well. Encourage your staff to tell stories about their peers’ good work.

Trends in Technology – Hand Held Printers

Mon, 31 Jul 2017 22:15:56 GMT

The ability to identify a product with a specific mark or brand has become increasingly important. Marking allows quick asset identification, as well as, provides brand awareness. Businesses needing to mark products and/or assets, generally ask for faster, more reliable methods.

In the marking industry, Hand Held Ink Jet printing is the trend. The printers are light weight and durable. The portable printers are designed for industrial and office use. Today’s inks generally work on most substrates. There are several types and styles to choose from; gun styles, table top and even pen types, Hand held Printing has some definite advantages to labeling, rubber stamping, stenciling and hot branding.The marks tend to be more consistent, and the process is more efficient.

Hand held printers are used in offices, warehousing, packaging, construction, and lumber. They are helpful when you need to quickly change copy. Printers are battery powered, wireless and programmed on a desk top or lap top computer. Once programmed, they can be used within various distances.

Customers comment that the printers provide a clearer, more consistent marking. They can be programmed with company logos, safety symbols, dates, counters’, and various other marks and messages. As with most new processes and technology, there is a learning curve. Generally, after some training

, customers are very happy with the printers. The investment saves time and money!

https://www.excelsiormarking.com/ebs-hand-held-printing/

Excelsior Marking Awarded Excellence in Business Award

Wed, 19 Jul 2017 22:15:52 GMT

Do You have a Smoke Free Workplace?

Mon, 22 May 2017 22:15:51 GMT

Many organizations have decided to make their workplace and campus “Smoke Free”. Although employers know this is best, it can be challenging. Most people are aware of the dangers of smoking – they don’t need a lecture. Restricting people from a habit, like smoking, has negative connotations. What if we flip the card? Highlighting the positive aspects of the policy may make it more palatable to people. These are a few tips to make the transition easier.

Call it a Smoke Free Workplace. Don’t define it with words like “No Smoking” or “Not Allowed”. Semantics can change people’s attitudes. It’s a simple way to create positivity.
Use Visuals – Signs- that are pleasing, not punishing. Although there are some requirements for signage, all the signage doesn’t need to be harsh.
Communicate by explaining the benefits of a Smoke Free workplace. Statements like “We care about your health and your coworkers health” are positive. Statements like “Don’t smoke because it’s bad for you” are very negative.
Offer information about Smoking Cessation programs. Have your Health Insurance Representative, or a Health organization speak to your employees. Sometimes hearing the facts from an authority can help.

ADA/Braille Sign Guidelines

Sun, 14 May 2017 22:15:50 GMT

ADA/Braille Sign Guidelines Explained

As a part of The American Disabilities Act (ADA) specific building Signage requirements are defined. Signs must conform with color and contrast; Braille and Tactile; and Installation rules. Here are a few of the main points to keep in mind..

All signs that contain visual characters must have a high dark to light (or vice versa) contrast between characters and their background. The important issue is not color, but lightness and darkness. Thus, a sign, such as a Restroom sign, with very light gray letters on a charcoal gray background would be fine, but a sign with red letters on a black background would not.
Directional and informational signs can use upper and lower case letters (recommended by many experts for visual readability) and “simple” typefaces of a non-decorative nature. Strokes are of medium weight, not too bold or too thin. In addition with, Building Signs, Hotel Signs, School Signs… The size of the letters is dictated by the distance of the sign from the expected position of the sign reader. Character size on these signs is to be determined by a chart in the 2010 ADA Standards for Accessible Design that uses a combination of the height of the text above the floor and the distance the reader has to stand from the sign.
ADA signs that identify rooms and spaces are to be located adjacent to the door they identify so they can be located by persons who are functionally blind. For the most part, one sign is used by both tactile and visual readers, so there are compromises to assist tactile readers. However, it is possible to use two separate signs with the same information. Tactile signs require uppercase characters in sans serif typefaces. The characters can be from 5/8 inch to 2 inches high. The Braille must accompany the characters (below the characters) and must be Contracted Braille (formerly called Grade 2 Braille). The signs are installed 48 inches minimum from the baseline of the lowest raised character and 60 inches maximum from the baseline of the highest raised character. (Although the definition of “character” doesn’t include Braille cells, the Access Board has stated that the 48 inch rule applies to the base of the lowest line of Braille cells.) If pictograms are used to identify the space (example: restrooms with gender pictograms), they must be in a six inch high clear field and accompanied by a tactile character and Braille label below the field.
There are four symbols that stand for accessibility. One is the familiar “wheelchair symbol.” It is used generally to show that persons with mobility impairments can access entrances, restrooms, or pathways. Three are specifically for persons with hearing impairments. The “ear” symbol is the International Symbol of Access for Hearing Loss, and is used to show the availability of an assistive listening system. The “keyboard” symbol stands for a TTY or text telephone. The “phone” symbol with sound waves stands for the availability of a volume controlled phone.
Not every ADA compliant sign requires Braille. Most people think an “ADA compliant sign” must have Braille. While signs with Braille are the most visible manifestation of the ADA laws requiring access to the built environment, the sign standards in the ADA Accessibility Guidelines, or ADAAG, deal with almost every sign that would be considered an “architectural” sign. For one thing, Braille is not required for signs that have tactile pictograms or symbols – but do not carry text. Because the function of Braille is to mirror the words in a sign’s message.
ADA Guide Signs, also known as Wayfinding Signage or Path of Travel signs must comply with one or another of the ADA Guidelines. In other words, if a sign identifies a permanent room or space of a facility, including exits, directs or informs about functional spaces of the facility, or identifies, directs to, or informs about accessible features of the facility, it must be ADA compliant. Guide and Wayfinding signs often do not require Braille. Your ADA inspector, ADA architect or ADA compliance authority can advise you on a case by case basis whether the guide sign you need will require tactile text and/or Braille.
Bathroom Signs. We take them for granted, but think of the confusion and awkward situations if we did not have signs on to indicate at a glance who the bathroom is for? Women only, men only, unisex bathrooms and gender neutral bathrooms, family bathrooms with diaper changing facilities. And importantly, which bathrooms can accommodate persons using wheelchairs. Restroom Door Signs are practical. They are for everyone to use, not just persons with disabilities, including sight impairments.
In general, almost every sign that would be considered an “architectural” sign must comply with one or another of the ADA Guidelines. In other words, if a sign identifies a permanent room or space of a facility, including exits, directs or informs about functional spaces of the facility, or identifies, directs to, or informs about accessible features of the facility, it must comply. Signs and Banners used for advertising and marketing purposes, temporary signs, company logos and names are examples of signs or sections of signs that do not have to comply.
All signs must have non-glare backgrounds and characters. (Exception is for reflective parking and other traffic signs. Glare and reflection are a major problem for persons with vision impairments, and particularly for the elderly.

These are some general guidelines. Always check with your local rules. See more

Changes in Labeling Requirements

Wed, 12 Apr 2017 22:15:48 GMT

Food manufacturers have until July 26, 2018 to comply with the new FDA nutrition facts labeling requirements. Manufacturers with less than 10 million in sales will have until 2019. As partners to the Industry, we as package printers and suppliers need to be ready! According to the U.S. Food and Drug Administration “The Nutrition Facts Label, introduced 20 years ago, helps consumers make informed food choices and maintain healthy dietary practices.” Packagers have adopted the rules, and consumers have become more educated. The new guidelines provide consumers with more detailed information regarding daily requirements and serving sizes. You can read the detailed label requirements at www.fda.gov/Food/GuidanceRegulation. These are some highlights of the proposed changes.

Require package labels to include information about added sugars. Specifically the % of the daily intake for added sugars.
Labels need to include the Percent Daily Values for sodium, fiber and Vitamin D.
Remove “Calories from Fat” while adding the “Type of Fat” on the packaging.
Update the Serving Size requirements. Label information needs to include the actual serving size consumed, NOT what consumers “should” eat. For example, a 20ounce bottle of soda, typically consumed in a single sitting, would be a single serving rather than more than one serving.
For large packages, dual column labels will provide “per serving” AND “per package” nutrient information.
Label and packaging designs will need to emphasize the important
nutrient information – Percent Daily Value should be first and prominent.

Overall, the new packaging requirements are meant to inform and educate consumers.

Ultimately, the goal is to address public health concerns such as obesity, diabetes, and cardiovascular disease. For our industry, it means another change to our labeling!

Manufacturing A Charitable Organization

Mon, 03 Apr 2017 22:15:45 GMT

You don’t always see the words “manufacturing” and “charitable” in the same sentence. Some think of manufacturing companies’ as impersonal, work horses. You may think of a large, cold, warehouse type building cranking out metal parts. However, the workers, in this building live in the community, have families with children. They attend local schools and churches, and play in the parks. So, of course, they care about the community, and want to give back. So how do we “manufacture a charitable organization”? Here are a few ideas:

Start small. One small, easy idea is to organize a canned food drive at Thanksgiving. Post a flyer with a collection box near the time clock for a few weeks before the holiday. Most churches will accept the donation.

Choose one organization to help. Ask employees if they have a cause they currently volunteer with.

Engage your employees. Organize a competition for departments. Winners win nominal prizes or accolades.

Offer “in kind donations” of products you manufacture. My company manufactures Industrial Tags, so we made Dog Tags to donate to the Humane Society.

Be consistent, not overbearing. Keep collections and/or donations to 2-3 per year.

Excelsior Marking is a manufacturer of Marking products for Industrial and B to B uses. For more information go to www.Excelsiormarking.com.

Building your Brand with Signage

Wed, 01 Mar 2017 22:15:43 GMT

The last couple of conversations I’ve had with customers I was asked the same question “Is there an easy way to update and coordinate our Office Signage to reflect my company Brand?” The reason for the question is evident as I look down the hallways. There are signs of all sizes, colors, fonts, and materials. You can literally date the signs based on how they are made. The 1970’s Peel and Stick lettered signs; the 1980’s plastic wood grains, the 1990’s two color acrylic… It would overwhelm even the most energetic facilities manager. In addition, most signs from these era’s were not reflective of a company’s Brand. My answer is simple, “Update them one hall at a time.”.

Of course it’s not that easy. Here are a few tips to get you started

Write it down! A simple “ Sign Design Guide” distributed to all potential sign buyers in your company. Include exact colors, materials, logos, sizes, and any other details you deem significant. Even a small company can define colors, logos and materials. Larger businesses will include more detail. Starting here is very important. It’s like the primer when painting. Skip this step and the project will fail long term.

2. Prioritize your needs. I suggest starting at the front door. Generally this is where you get the most exposure. This is the publics’ first impression of your business- make it your best! Next move to the lobby area, hallways, and conference rooms. The idea is to coordinate the signage in the areas where your customers will visit.

3. Set a budget and project timeline. Your Sign supplier can help you with this. Signs come in many sizes, shapes, colors, and prices. Be clear with your supplier, and they should accommodate.

4. Also rely on your sign company to keep you compliant with ADA requirements. Don’t forget about legal requirements such as colors, contrast, braille, installation…

Start with these few steps, and you will be on your way to updated, cohesive, signage that reflects your Brand. Need more information about updating signs? Contact me at Katies@excelsiormarking.com .

Manufacturing For the Arts

Thu, 04 Aug 2016 22:15:40 GMT

As a manufacturing company, we aren’t generally thought of by the Artists’ Community. This changed several months ago when we received a call, from a local exhibit company. The caller noted that he was looking for a local machine shop which offers industrial engraving. He proceeded by saying “I found you on Google”. This is a good thing because our Machine Shop offers industrial engraving– we machine custom metal parts and engrave steel tire molds. The project involved machine engraving 3’x3’ steel panels to be used on very large speakers – yes stereo speakers. Although not a normal request, our very astute sales person pressed on.

The caller explained, he worked for a local exhibit company which was building the speakers for the Rock and Roll Hall of Fame in Cleveland, Ohio!

The panels, designed by a locRock Boxal artist, were to be engraved with the names of Hall of Fame inductees.

This is when the astute salesperson did what salespeople do – said “YES we can do that!” What she was really saying was “Yes, we want to be a part of that”. After our Machine Shop Manager got up off the floor, he also said “Yes we want to be a part of this”. After several meetings, conversations, emails, design tweaks… the project moved forward. In a few short months, we had engraved and delivered 30 panels. The panels were then coated, painted and installed. The target date coincided with this summer’s Republican National Convention.

We would like to thank, and acknowledge, our partners CEI of Canal Fulton and Land Studios for this opportunity.

Process Improvement for Tire Manufacturers

Wed, 13 Jul 2016 22:15:38 GMT

There was a time when you asked tire makers “What happens when you need to make changes to a tire mold?”, they would say…”We take the mold out of production, ship the XXX lb piece of steel to the mold shop, and have the changes made”. Several weeks later after considerable time and expense the mold will be back into production.

Today, however, the story has changed for some tire manufacturers. A small, but innovative, machine shop, has worked to improve the process. What if the mold didn’t need to be taken out of the plant and shipped back? What if we could machine a part to fit into the mold, like a puzzle piece? When a change needs to be made to the tire sidewall, a new puzzle piece will be machined.

The puzzle piece is called a Pocket Plate. This small piece of high quality steel or aluminum is machined to fit into a pocket or slot in the mold. The Pocket Plate has the new information, such as date codes, speed ratings, load range and even logos, on a profiled and engraved, finished pocket plate ready to be fit into the sidewall. When information and/or designs change, the plate can be switched out for a new plate right at the plant. There are several advantages to this process:

Down time is minimized.
The tire mold stays at the Plant
The product is more consistent.
The logistics of the process are simplified.
Cost is lower

Business owner, Dave Sutter, credits Bob Bussey, the shop manager at Excelsior Marking, with leading the advancements. “The results are a more efficient process, saving our customers time and money, which is what we all strive for.” comments Dave. To learn more about Precision Machining contact Daves@excelsiormarking.com.

A Sign is a Sign..or is it?

Sun, 17 Apr 2016 22:15:36 GMT

In today’s world, everywhere we look there are signs. Signs direct our lives – when to stop, when to go; which way to turn, where to eat, sleep and live… For those with adequate sight, hearing and mobility, signs are the way we navigate through our daily lives. For those with physical challenges, signs may be less helpful. The Sign requirements of the American Disabilities Act (ADA) was designed to help with those challenges. For sign makers, architects, and builders the ADA is a guide to help them make more accessible designs. The Act, itself, can be an intimidating document. This article touches on 6 main points of Sign requirements of the ADA.

All signs that contain visual characters must have a high dark to light (or vice versa) contrast between characters and their background. The important issue is not color, but lightness and darkness. Thus, a sign, such as a Restroom sign, with very light gray letters on a charcoal gray background would be fine, but a sign with red letters on a black background would not.

Directional and informational signs can use upper and lower case letters (recommended by many experts for visual readability) and “simple” typefaces of a non-decorative nature.

ADA signs that identify rooms and spaces are to be located adjacent to the door they identify so they can be located by persons who are functionally blind.

There are four symbols that stand for accessibility. The familiar “wheelchair symbol.”; The “ear” symbol;the “keyboard”;and the “phone” symbol.

Not every ADA compliant sign requires Braille. Most people think an “ADA compliant sign” must have Braille. For example, Braille is not required for signs that have tactile pictograms or symbols – but do not carry text.

ADA Guide Signs, also known as Wayfinding Signage or Path of Travel signs must comply with one or another of the ADA Guidelines.

In general, almost every sign that would be considered an “architectural” sign must comply with one or another of the ADA Guidelines. In other words, if a sign identifies a permanent room or space of a facility, including exits, directs or informs about functional spaces of the facility, or identifies, directs to, or informs about accessible features of the facility, it must comply. Signs and Banners used for advertising and marketing purposes, temporary signs, company logos and names are examples of signs or sections of signs that do not have to comply. For more information and to learn how we can help with your sign project go to https://www.excelsiormarking.com/business-signage/

Out and about…

Sun, 15 Nov 2015 00:10:13 GMT

This week, we travelled to Cambridge, Ohio for the Ohio Oil and Gas Technical Expo. We offered demonstrations of our newest marking solution – the EBS Hand Jet Printer.

Manufacturing a Charitable Organization

Tue, 03 Nov 2015 00:10:11 GMT

Start small. One small, easy idea is to organize a canned food drive at Thanksgiving. Post a flyer with a collection box near the time clock for a few weeks before the holiday. Most churches will accept the donation.
Choose one organization to help. Ask employees if they have a cause they currently volunteer with.
Engage your employees. Organize a competition for departments. Winners win nominal prizes or accolades.
Offer incentives. Give small tokens of appreciation for participants. A pizza lunch or morning donuts can go a long way!
Be consistent, not overbearing. Keep collections to 2-3 per year.

Excelsior Marking is a manufacturer of Marking products for Tire and Packaging Manufacturers. For more information go to www.Excelsiormarking.com.

Excelsior in the news…

Mon, 12 Oct 2015 00:10:07 GMT

https://www.crainscleveland.com/print/article/20151011/NEWS/151009786/pieces-and-parts-a-closer-look-at-the-auto-supply-chain

The How and What of Wayfinding Signs

Mon, 05 Oct 2015 00:10:05 GMT

The term Wayfinding is a term often used interchangeably with Signs. Basically, it’s “How” we direct someone to a destination in a building or area. For architects, designers and builders it’s important to a successful project. Whether it’s a new building, an addition to a existing building, or a repurpose of a building, the objective is to get the visitor from the door to the destination. Sounds easy, right? Well, for those of us who have been to a poorly marked building, we realize, good planning is necessary. Several elements need to come together to make a successful Wayfinding system – the “what” of Wayfinding include three basic elements.

The sign needs to be functional. It needs to guide a visitor through the building, to the destination, and back to an exit. The best signs are consistent throughout the building. Using the same colors and shapes is one way to achieve consistency.
The sign must be ADA compliant. Whether it contains letters, pictograms and/or braille. It must offer the correct contrast, be made of compliant materials and be installed correctly. For more information about ADA regulations read “Shedding Light on ADA Regulations”.
The sign should be aesthetically pleasing. Today’s ADA signs can fit the building design. The Architect, Designer and Sign Supplier can collaborate to marry function and design.

For more information about ADA Signage contact Katies@excelsiormarking.com.

Pallet Marking 101

Tue, 18 Aug 2015 00:10:02 GMT

Stamp, Stencil, Brand or Print?

Call it Marking, Stamping or identifying; every wood Pallet that travels globally must be marked with an ISPM approved mark. The International Standards for Phytosanitary Measures – ISPM mandates this fact. The reasons for the mark is clear – to reduce the risk of the introduction and spread of pests, via wood pallet. Each item must be treated either by Heat Treatment or Chemical Treatment (Methyl Bromide). The problem arises when the “How” to mark the Pallet comes into play.

The Mark, indicating treatment, varies by country. In general it will include:

-The symbol (IPPC)

– Country Code

– Certification Agency Code

– Treatment code (HT or MB)

Always check with your Certifying Agency for the exact standard.

Stamping

First, and probably, most popular is marking with a Rubber Stamp. There are several types of rubber stamps; knob handle, self inking, and roller. Rubber Stamps are one of the most affordable solutions. They are also relatively easy to use. The image is clear and visible, and with proper care, the stamp is a good solution. However, the process can be relatively slow since each pallet is stamped individually. In addition, the correct amount of pressure is necessary to create a good impression. Perhaps the biggest problem with rubber stamps is after several impressions, if the stamp is not cleaned of debris, it will be coated with sawdust. In addition, if the correct ink is not used, the ink solvent may cause the die to separate from the base.

Stenciling

Stenciling is another solution to marking wood pallets. A laser cut, custom stencil is positioned on the pallet; Ink or paint is applied; and the stencil is removed. Stenciling is also one of the most affordable solutions. When applied carefully, a good mark can be achieved. Again, this process can be time consuming. In addition, if care is not taken, excess ink and paint may cause the area to be soiled.

Branding

Branding is also a way to mark Pallets. A heated, metal die with the ISPM approved mark, is pressed on to the pallet. The impression is burned into the wood. Heavy duty Branding Irons can be hand held or machine mounted. Branding, arguably, creates the best impression. There are no inks involved, so it is a relatively clean process. Custom branding dies are made of steel or hard metal that can withstand the high temperatures. Electric and Propane Branding Irons come in different wattages. A higher watt iron will allow a quicker process, with less down time. Branding entails a significant initial investment. All dies are custom machined, and the heavy duty Branders are also an investment. Once set up to Brand, the equipment can last several years.

Other, less used, ways to mark include Ink Jet printers. The pallet passes by the printer and a mark is applied. This also entails a substantial investment in equipment and training. The pallet manufacturer will need to have some type of conveyer system. In addition, the environment of a pallet operation can create challenges for the machine. Although some type of printing system can be advantageous, it may not be practical for some manufacturers.

Although it sounds simple, marking a pallet can be a challenge. What is clear, whether you stamp, stencil, brand or print, every pallet that travels globally must have an approved mark.

Sources: ISPM 15, ALSC

Katie Sutter is the Marketing Director for Excelsior Marking, a marking products manufacturer and NWPCA member.

www.excelsiormarking.com

ADA Compliance in Educational Buildings

Tue, 04 Aug 2015 00:10:00 GMT

When Akron Digital Academy moved to its new location in Akron, Ohio there were many challenges. One such challenge was how to rebrand the facility from a religious building to an educational institution. Dominic Donatelli, Director of Operations indicated that the “… goal of redesigning this building was to give it a more professional feel.” Basic updates like paint and furniture offered some obvious change. Donatelli also recognized the need for wayfaring signage to help with the functionality of the building. As the sign supplier, we understood the visual communication needed to “look good”, but it also needed to comply with the ADA (American Disabilities Act) standards. ( More information about ADA Standards )

For us, the challenge is to offer both! After a few fact finding meetings, we offered a few different designs, color combinations and substrates. After a few versions, the team came up with signs that showcased the Akron Digital “brand” and offered ADA compliance. The brand’s logo and colors were used in various ways to delineate administration areas, elementary versus high school areas, and other spaces such as auditoriums and computer labs. The facility now has “quality ADA compliant signs, with our branding” says Donatelli.

Other considerations included the “where and how” of sign installation. To help with this process, a printed installation guide is included with the signs. The guide explains where the signs needed to be placed to adhere to ADA standards. For example, signs need to be installed at a specific height and side of the door.

Attaching the signs can also be tricky. In Akron Digital’s building there were several different wall types – marble, concrete, and drywall. Generally, until the exact position of installation is determined, the “way” to install the signs is not clear. Some signs are hung with screws, some with adhesives, and some with Velcro. The end result was a professional look and a functional ADA compliant environment. Are you considering a change and have questions regarding the complexities of ADA compliance? For more information contact Katies@excelsiormarking.com or visit www.ExcelsiorSign.com .

Updating a Sign

Wed, 11 Mar 2015 00:09:57 GMT

Excelsior Marking was featured in the August 2014 issue of Awards and Engraving Magazine. Follow the link to read more:

https://read.uberflip.com//read/download_selected_pages/344390

And the “Oops” Business Award goes to…

Mon, 02 Mar 2015 00:09:56 GMT

If you are in the Awards business, at some point, you will say, “Oops we made a mistake”. Once said, you have a limited amount of time to rectify the problem. In addition, “how” you decide to move forward can be more important than the mistake itself.

Recently, we had to say “Oops” to an Award customer. My company designs and manufactures custom business Signage and Awards. We had a relatively new customer who placed a reorder of an item. The Award and the layout remained identical, however, the business name changed.

Although we have a Quality Policy, and orders are sent through several checks and rechecks, mistakes happen. We also send a proof to the customer. Once the customer has signed off on the proof, the item is put into production.

Orders are processed through customer service, and the approved file is sent to production. As an extra check, we opened each award box and cleaned each item to be sure the names were correct. We labeled each box for easy identification for the customer. The awards were delivered.

The customer distributed the items to company personnel. This is when the mistake was noticed – the last line of type on the award was missing.

Four sets of eyes, yes four sets of eyes, missed the mistake. The Customer Service Representative, the Customer, the Engraver and the Salesperson.

Once the mistake was communicated to all parties, and after we all got up off the floor, we went into “fix” mode. First was to assure the customer we would correct the problem at no cost to them. Even though the customer “signed off” on the proof, it was our mistake, and we needed to take responsibility. If we tried to play hardball, we would have lost a good customer. We picked up the awards from the customer.

So what happened? First we determined that when the awards were typeset, each line was separate. At some point, when a long name was entered, the last line of type was knocked off. That was easily corrected by changing the file set up into one group – if there’s an overage, the entire design will be moved.

Next, we decided to also proof internally before production. Although we ask the Customer to proof the items, ultimately, its our responsibility to make a the customer satisfied. Finally, we sent the awards back through the engraver to add the missed line of type. We delivered the order and the customer was happy.

Ultimately, no one minds an occasional “oops”. The key is to ACKNOWLEDGE AND CORRECT QUICKLY!

Please visit WWW.EXCELSIORMARKING.COM and WWW.EXCELSIORSIGN.COM

Look Within… The easy way to increase sales.

Wed, 04 Feb 2015 00:09:55 GMT

Some of us, in Sales, know there’s nothing worse than the thought of a “Cold Call”. For some reason, we think selling to a new customer is our greatest achievement.

I’m going to challenge that thinking by saying “It’s better to look within!”

Looking within simply means going back to your current customer base to offer more solutions. Here are 5 easy ways to look within without seeming greedy.

Company Newsletter. Keep in contact via e-mailed newsletters. I use a quarterly, one page, letter to introduce my customers to some of the projects we’re working on, company events, employee highlights, charitable giving and, of course, product specials. Try Mail Chimp or Constant Contact. These services are relatively easy and efficient.
Thank You’s. A month, or so, after you’ve filled an order, call your customer to say “Thank You”. Sounds easy, but how many of us simply forget. Check up to see how the solution is working for them and ask how your company did. This is one time when voice mail can be used. I simply mark my calendar and make a 30 second phone call on that day. You’d be surprised how many customers comment on how they appreciate this gesture.
Send an e-mail of an article or photo your customer may have an interest in. I have a customer that’s been on the fence about a Donor Wall design. To help them, I sent a few images of designs they might like. This simple technique may move the project forward.
Referrals. (But NOT for you) Ask your customer if you can refer them to another customer. This shows your customer you’re not just in the relationship for you. This simple act also tells your customer you know about their business, and care about its success. Remember, it’s a two way relationship… “You scratch my back, I’ll scratch yours”.
LinkedIn, LinkedIn, LinkedIn… Share, post, comment, repeat. LinkedIn is a powerful tool. The key is not only to post, but also to share and comment. Especially comment on your customers’ posts. Remember, “it’s not all about you”.

That’s it, five simple ways to “look within” to increase sales. The best part—No Cold Calls!

Katie Sutter is Director of Marketing at Excelsior Marking in Akron, Ohio.

www.ExcelsiorMarking.com and www.ExcelsiorSign.com.

K.I.S.S.(Keep It Simple Sally)

Fri, 12 Dec 2014 01:08:37 GMT

“What you get by achieving your goals is not as important as what you become by achieving your goals.”

Henry David Thoreau, American author and philosopher.

So here it is, the end of the year. Time to start setting goals, budgets, plans… for 2015. Or is it? What about a recap of 2014? With the exception of revenue, can you point to what your business has achieved this year? It’s a mistake, as a business leader, to omit this important step. It’s also a mistake to make it to difficult. Here’s a simple 3 step review process to do with your team.

Go off site, or at least, off grid. Have your team bring last year’s goal worksheet. If they don’t have one, ask them to write down their supposed goals.
Have each team member present their recap. Presentations can be no longer than 5 minutes long – use a timer. It’s not a discussion.
When all presentations are finished, open the floor for discussion. This is the most important part. See if the team can answer “Did we achieve our goals, and did our collective goals allow the company to move forward?”

If the answer is yes, congratulations! Thank your team, and go to lunch. If the answer is “No”, this is the start to planning next year’s goals…

Will we print parts?

Fri, 12 Sep 2014 00:01:23 GMT

Much has been written, posted, tweeted, shared … about 3D Printing in the last few years. The question is “will we soon be printing parts”, rather than machining them?

It’s called Additive Manufacturing, because rather than removing materials by cutting and drilling, it builds up the part one layer at a time. Is this a practical replacement for machining? Some naysayers refer to 3D printing as a gimmick that may make a few prototypes, but will not be able to make finished parts. Having said that, the proponents of the process say the technology will soon improve to the point where mass additive production may become a reality.

To date, the market for 3D printing is small but growing. Last year it was worth $2.2 billion, up 29% from 2011. In addition, about 25% of that market involved making finished, production ready parts.* Some examples include; 3D printed tools and jigs, plastic molds and dies, and temporary Stand INS for broken steel parts. It’s also being used to replace discontinued or hard to find parts for older machinery. The pharmaceutical companies are also adopting the technology. Since every patient is different, 3D printing is used to make Hearing Aid shells.

The bottom line, Additive Manufacturing may not replace traditional machining YET. However, how many of us thought e-mail would replace the stamp and envelope?

*Source: The Economist, Technology Quarterly

Price vs. Value

Thu, 28 Aug 2014 23:57:35 GMT

As small businesses, we are often in competition with the “big guys”. With more and more of our customers looking at the bottom line, we can often find ourselves squeezed out. It’s a fact that a small business can’t take advantage of economies of scale. We buy supplies in smaller quantities, we can’t afford to stock big inventories to sit on shelves. In addition, most of our products are custom – they are not mass produced.

This disadvantage can become our opportunity to WOW our customers with VALUE. By value, we mean “the emotional combination of price, quality and service”. Over the years, we’ve learned that our customers seldom purchase from the company which offers the lowest price. Customers look for a high quality product coupled with excellent service.

For example, one small manufacturer recounts “We recently came across a bad batch of material which caused some problems with the end product. Unfortunately, we weren’t aware the material was bad until our customer pointed it out. We worked through the issue, with the supplier and customer, and corrected the problem.” Because the customer had a good relationship with manufacturer’s Customer Service Representative, it was easy to call and explain the problem. The customer quickly realized the VALUE of buying the product.

In another instance, a company was looking to update the interior signage in their office. There were inexpensive, several online options – choose the sign, type the copy, click and order. When the product arrived the size and color weren’t quite what was expected. The customer was able to return the signs, but did not have a solution. This customer realized the lack of VALUE in this experience.

The reality is every price is too high until you see the benefit. For a small business, the goal isn’t to have the lowest price, the goal is to provide the greatest VALUE.

Marking Talk – Can we get some respect

Tue, 15 Jul 2014 23:51:23 GMT

Can we get some R-E-S-P-E-C-T Please From recent headlines…

NASHVILLE, Tenn. (AP) — Volkswagen plans to build a new seven-passenger SUV at its factory in Chattanooga, Tennessee, adding about 2,000 factory jobs as it tries to reverse U.S. sales that have fallen for the past two years.(Manufacturing Net 7/2014)
National Association of Manufacturers … “600,000 manufacturing jobs are going unfilled this year”.
Manufacturing was the biggest contributor to growth in Ohio and the nation last year. Much of the growth within manufacturing occurred in sectors that focus on plastics, rubber products, chemicals and food manufacturing. The Columbus Dispatch • Thursday June 12, 2014 1:42 AM
A Boston Consulting Group study released in August found that U.S. competitiveness has improved so much that the nation could add 2.5 million to 5 million factory and related jobs by 2020.

Major companies need our parts, employers are looking to hire more manufacturing types, and consultants are complementing our American spirit. You can’t read a newspaper without seeing something about the renaissance of manufacturing in America. Alas, we are underrepresented on major Boards of Directors; we are overlooked for corporate awards; and are the minority in community leadership roles. Recently an area Chamber of Commerce offered its annual Small Business Awards. This, potentially, could be a better arena for some well-deserved accolades. Again, not a manufacturer in the group! The Law Firms, CPA’s and Construction companies are the winners. The local Leadership group also has several professionals, nonprofit employees and government workers. Obviously, these are just a few examples, but ask yourself “who do I know in manufacturing?” Let me introduce you to Bob. Bob is a 20 year veteran programmer/machinist. He started with the company when computers were starting to be used more in manufacturing. He has seen his machinists’ job move from operator to programmer/operator. He has needed to learn how to read prints, program the computer AND operate the machine. Automation has made Bob’s job less manual, yet more intricate. A part was a straight forward piece of metal – now it’s a detailed, engineered, design piece. Bob’s education mainly consists of “on the job” training. Some of Bob’s coworkers have been to machinists’ school, but most learn as they go. Bob has seen the ups and downs of American manufacturing. After being laid off, brought back a few times, he is more optimistic about his future. Bob’s company owner wonders where he will get more Bobs for the future. The High Schools have cut back on most vocational education. In fact, it seems, college is the only avenue that is encouraged. How disappointing it is when companies, with jobs, can’t find the people they need. Imagine if these groups listened to the rhetoric and called on the small Manufacturer to participate in these groups. In other words, gave them some RESPECT. Could this possibly attract more young people? What if more High Schools offered more information about a career in manufacturing? If corporate America valued and promoted manufacturers would it spread to all? Imagine if being a master machinists was given the respect it deserved. It seems just a little R-E-S-P-E-C-T, from the traditional corporate arena, could go a long way to improve Manufacturing’s attractiveness. The first step, we need to respect ourselves!

How one small company incorporates “Wellness” in to the business plan…

Sun, 06 Jul 2014 23:46:52 GMT

The Owners of a small manufacturing company did just that! They started by asking their Health Care/Insurance provider for help. The first step – a mini Health Fair. After some research, and a little planning, the first company Health Fair was launched. Several stations were set up in the office. Employees could get their BMI, Body Mass Index, measured; blood pressure and blood glucose checked, weight and, as an added benefit, flu shots were administered. In addition, information was offered regarding smoking Cessation, weight Loss, chiropractic care, and exercise. The event was held during the work day, and lasted about 3 hours. The cost was minimal; in fact, most was covered by Insurance or donated. Each participant was given their confidential results in a report form. Once the employees received their base line results they had a starting point. They knew the changes they needed to make.

It was not a surprise that one of the health issues facing the group was obesity. Like most of America, they needed to find a way to eat healthier, exercise and lose weight. One of the employees brought saw an article about a weight loss challenge called “Dump Your Plump”, a national program administered by The Ohio Wellness Council. It fits a small for several reasons. The program was easy to follow and administer. Participants were split into two teams; each team had a captain who tracked results. Each participant set weekly exercise and weight loss goals and reported to their team captain. The results were recorded to the Dump Your Plump web site. Results were posted in the company conference room. They held a few meetings throughout the 10 weeks to discuss progress and share ideas. The company provided healthy snacks. Participation, in the 10 week program, was voluntary. Excelsior paid the initial $25 entry fee. If a participant didn’t finish the program, they were asked to pay $25. The outcome of the program was astounding. Of the 14 participants (from a total of 23 employees), everyone reached or exceeded their goals. Total weight loss for the company was 175lbs. More importantly, the group all more aware of maintaining a healthier lifestyle. Ultimately, the results will be lower health care costs. The CDC reports that for every $1 invested in wellness, a company can expect a savings of $3-$6.

To maintain the momentum started in Dump Your Plump, each participant was rewarded with a Movband. Movband is a wrist watch like device that tracks daily activity. The plug in device monitors activity via your PC. The company set up challenges with rewards. Any type of tracking device helps make participants accountable to the program.

The next step is for participants to check their progress against their original results from the Health Fair. That was left up to the individual, although a follow up Health Fair is a good idea.

There are many reasons for the success of a company’s health initiative. Participation needs to start at the top. If your leader doesn’t buy it, no one will follow.
Cost of the program is also key. A small company can’t invest in on site gyms and memberships. Encourage the use of area parks for hiking and biking. In the winter months, anyone can head to an area shopping mall to walk.
Enlist the help of your Health Insurance provider. Take advantage of the many FREE programs they offer.
Ask local gyms, physical therapists, nutritionists… if one of their experts can come and speak to your employees. This can help these businesses potentially gain customers, and provide information to employees.

The company continues the commitment by holding annual Health Fairs. It also has ongoing fitness and weight loss challenges, and have begun periodic “Lunch and Learn” meetings.

Have we recovered yet?

Wed, 18 Jun 2014 23:38:28 GMT

If you are reading this, you have survived one of the coldest, snowiest, iciest… winters in history! Well today its 80 degrees and sunny and all is good. Not so fast. As a business owner, you may be wondering “what impact did this winter have on the economy”? In my world, orders were way down over the same period last year. However, we weren’t sure why – was it the weather? Have we recovered?

The answer is “yes” according to Planalytics, a company which studies the impact weather has on business. This years’ significant number of storms, which included heavy snow and frigid temperatures, had a huge effect. In addition, most storms were in, or close to, major metro areas, making the impact even greater. The good news is some businesses actually benefit from the bad weather. For example, most online consumer products sites faired well. When people are stuck at home they go online! Increases were also seen in on demand cable and restaurant delivery. On the flip side, Malls, Movie Theatres and sit down restaurants were reporting bad news.

Spending habits were also impacted by the extreme winter. People were hit with heating bills which were 25-50% higher than a typical January. The result is belt tightening in the following months. On a larger scale, higher heat and electric costs on the industrial sector also effects spending. Some factories in the Northeast were forced to temporarily shut down due to power outages. Again, the result is, less spending to offset the down time.

According to the study, the airlines were really hit hard, canceling 49,000 flights, delaying another 300,000 in January. That’s 30 million passengers. The dollar estimate is two and a half billion dollars lost just to passengers alone.

The good news – if history repeats itself, business revenue should rebound in the second half of 2014!

A Sign of the Times

Wed, 04 Jun 2014 23:33:56 GMT

It is true… You only have one chance to make a first impression.

In business, often times, the first impression is your office building sign, your reception /sales staff, and your office lobby.

What do your visitors see when they drive up and/or walk in your door?

Is the outside of the Facility neat and relatively clean? Is the lawn mowed, parking area free of debris, entrance clean and well marked with a sign? The thought is, if the facility is well kept and cared for, so to, will be the products and services that come out of it.

I recently travelled to a Trade Show in Columbus, Ohio. I stayed in the Hotel that hosted the show. It was a well known Hotel with a good reputation. However, my first impression was marred by the state of the Lobby – it was dated and tired. My stay was actually very good, but my impression made me wonder about the “state” of the company. What’s the first impression your customers have of your business?

Use these easy tips to make a good “first impression”:

1. Start in the Parking Lot. It’s a mistake to forget – this can be your customers’ first look at your business.

2. Make sure your Building/Office is well marked with your Businesses name. A business directory sign is helpful for a shared office.

3. If you have an outdoor sign, check to see it’s in good repair and eye catching.

4. Do you have a Lobby or waiting area? Keep this space neat and clean. Display up to date company information, brochures, and product samples. This is also a great place to introduce your business’ logo by way of a sign. Display awards, certifications, and business organization affiliations.

5. Reception staff should be professionally dressed. And always provide a greeting, and a smile.

These details will help to make your companies first impression a great one!

For more information regarding office signage, call us at 800-433-3615.

Pallet Marking 101

Tue, 27 May 2014 23:26:51 GMT

Click to Watch Pallet Video

Stamp, Stencil, Brand or Print?

The Mark, indicating treatment, varies by country. In general it will include:

-The symbol (IPPC)

– Country Code

– Certification Agency Code

– Treatment code (HT or MB)

Below are some sample marks. Check with your Certifying Agency for the exact standard.

Stamping

Stenciling

Branding

Although it sounds simple, marking a pallet can be a challenge. What is clear, whether you stamp, stencil, brand or print, every pallet that travels globally must have an approved mark.

Sources: ISPM 15, ALSC

Author is the Marketing Director for Excelsior Marking, a marking products manufacturer and NWPCA member.

Welcome to our blog

Mon, 26 May 2014 23:17:04 GMT

“Marking Talk” is the official blog of the Excelsior Marking company.

Our aim is to provide an informative and engaging platform for topics and discussions about marking and how it can help your company. We also want to provide a window to the behind the scenes life of what goes on in the marking world to create successes.

New blog entries will appear occasionally, so check back often and email us with things you would like to read about or know the answers to!

The Excelsior Marking Team

Ruining Your Reputation by ‘Getting Real’ on Social Media

Tue, 29 Apr 2014 23:08:08 GMT

Almost every single company in the world has a social media presence. Someone in every company is writing tweets, composing email messages, crafting Facebook posts, and attempting to engage customers in a friendly conversation in which the company looks great and the consumer is compelled to do business.

That kind of thing has been going on for years. But recently, I’ve seen many marketing blogs that suggest that we’re approaching consumer engagement in the entirely wrong way. For those bloggers, social media work must truly be social. In other words, the content must feel like it comes from a human being and be somehow authentic and real.

Companies that engage with consumers in that manner, the thinking goes, will experience astronomical success that eludes others. Some bloggers are going so far as to suggest that CEOs and other executives, under their own names, should communicate with clients directly rather than attempt to speak for a business.

Let me say upfront that I think this approach can be catastrophic for some companies, as it often leads to really nasty reputation management problems. In fact, I think that getting real isn’t at all the right approach for companies that really want to do business in the years ahead.

And I’ll tell you why.

The Concept of Human

There are myriad wonderful attributes that humans share. We can be funny, supportive, generous, and even amazingly kind. We can also be sad, needy, depressed, and sometimes just a little scary. That full range of emotions is what makes all of us real, but some of those emotions have no place in a business social media site.

The following example is a few years old, but it demonstrates what I’m trying to say with eerie precision. In 2011, a social media agency responsible for the Chrysler account confused the personal and the professional and tweeted a message that condemned all Detroit residents for the way they chose to drive. There were numerous expletives involved in this message, so I can’t reproduce it here, and the person in question posted that message on the Chrysler page, not on his/her individual page. That person lost a job.

Now, on the surface, it might be easy enough to say that someone running a social media agency would know enough not to share something hostile on a client Twitter account. But, wasn’t this person being real and authentic? Wasn’t this person being human?

If Chrysler had followed the run-of-the-mill advice about being human online, it’s possible that this angry person might have experienced no confusion at all. The person would have posted on an individual page, expressing an individual thought. It’s possible that the reaction wouldn’t have been so severe if it came from an individual and not a company… but I’m not so sure about that.

Consider the backlash leveled against a PR professional who let out a very offensive tweet on the way to a conference in Africa. She mashed up race and a medical crisis in just a few simple letters, and she lost her job before the plane landed after scores of Twitter users complained about her choice of words.

In that example, the writer wasn’t speaking behind a company firewall. She was using her own social media site to express a personal, human opinion. In other words, she was doing what some want all of us to do. However, the outrage her authenticity sparked was tremendous. People didn’t appreciate her thoughts, even if they were human.

I work in the reputation management field, so you’d think I’d be jumping for joy when I see little examples like this. After all, each gaffe requires assistance to fix it, and that’s the kind of work companies like mine do regularly. But honestly, these problems make me deeply sad because they are so very avoidable.

Words of Reason

I understand that social media has the ability to expand our horizons and provide us with the ability to reach out to consumers in a new way. But, remember that consumers aren’t our “friends,” even if we communicate with them on social media channels. They are consumers, and they want something from us. They understand the transactional nature of the relationship, and they (probably) want us to hold up our end of the bargain by being professional, charming, and a little less embarrassing.

In my opinion, the safest approach involves hierarchy. Social media channels in which random strangers or potential clients can join in the conversation should be a little more professional and a little less social. No outbursts, racy content, unusual jokes, or rants should ever show up here. Period. If those human thoughts simply must be expressed, they should wend their way onto private sites with locked guest lists made up of friends and family members, not outsiders.

I’ll go a step further, too, and suggest that this kind of content shouldn’t appear on social media sites at all, no matter who might be on the receiving end of those messages. It’s all too easy to cut a comment and paste it somewhere else, and it’s all too easy for a disgruntled reader to strike out against the company.

* * *

Professionalism should mark every interaction online, even if that makes the person’s online persona a little less than human.

To me, the hope for safety is just part of human nature. Eliminating the nasty parts of an authentic social media persona make that safety a little easier to achieve.

by Jean Dion | May 20, 2014 | Senior Journalist | InternetReputation.com

Excelsior Marking is Participating in the Richmond Expo: May 16th-17t

Wed, 16 Apr 2014 23:02:01 GMT

Excelsior Marking is participating in the Flex Pack Tech Tour on April 17, 2014. The tour showcases advances in Flexible Packaging for narrow web converters. https://www.flexpacktechtour.com

Excelsior Marking is Participating in the Flex Pack Tech Tour: April 17th

Tue, 15 Apr 2014 22:56:42 GMT

Excelsior Marking is participating in the Flex Pack Tech Tour on April 17, 2014. The tour showcases advances in Flexible Packaging for narrow web converters. https://www.flexpacktechtour.com

Is creativity bad for marketing?

Mon, 07 Apr 2014 22:39:33 GMT

As a writer just typing the question – is creativity bad for marketing – hurts a little.

Advertising and marketing people pride themselves on their creativity. After all, it’s one of the lures of the profession for most of us.

But does it serve our businesses and our business goals?

On the surface, it’s easy to argue that creativity is essential to good advertising and marketing. Whether it’s strategic nuances and insights, being innovative in your brand and how you express it, or marketing materials that capture the audience’s attention and imagination – all of those are built on a foundation of creative thinking.

But I’ve been in some situations recently where it was evident that the long-term objectives were not being well served by an infusion of creativity. Then, sadly the answer is yes…. creativity can be bad for marketing.

So let’s look at how the very thing we work so hard to capture can also be a detriment.

Too many ideas:

This can be a killer. When a team is on fire with great ideas and falls in love with them all, the end result can be a mess. Sometimes the team tries to pack in all the ideas so rather than building a message hierarchy where you lead with your key message and then support that message — you get five pounds of ideas shoved into a one pound bag. That results in a lot of superficial messaging rather than a well-developed story with depth and relevance.

The other possible outcome of too many ideas is that the team decides to use them all sequentially. That typically means that no one idea is left in place long enough to really take root. Remember, about the time that we as the creators are getting sick of the ad/brochure/tagline etc. is about the same time the intended audience is just noticing the communication. If you pull the plug too soon, you lose all momentum and have to start all over.

Unbridled creativity: As the brainstorming pendulum swings, it often goes to an extreme that’s beyond the audience’s sensibilities. Sometimes a team can get so enamored with being provocative or wildly creative that they forget who their audience is. We’ve all seen ads that were very outlandish and got a lot of attention but in the end, were too far over the top and the company ended up issuing an apology or retracting the ad.

Marketing has a very simple purpose – to sell something. It might be selling a product, or an ideal or a candidate or a charity’s cause. But it does not exist to entertain, provoke a reaction or win awards. If it sells AND entertains, all the better. But it needs to do its job. Which means the audience’s perspective must always be front and center.

Cart before the horse creativity:

Believe it or not, good creativity is actually the outcome of a very disciplined process, at least in marketing. To truly be creative in a way that nets the desired results, you have to do your homework before you release the creative juices. Until you define the goals, identify and get to know your audience and understand your unique position in the marketplace – you hold your creativity in place.

When you unleash it too soon, you may come up with the most compelling marketing tools that drive the audience to action, but they might be the wrong audience, might be taking the wrong action or might play to one of your competitor’s strengths.

Like most things, creativity isn’t good or bad, at least not in the world of marketing. It’s how we use it that makes it either a huge asset or a hindrance to us achieving our ultimate marketing goals.

Drew McLellan | APRIL 8TH, 2014 | INNOVATION & CREATIVITY

State Of The Art Flexo Plate Imager

Thu, 27 Feb 2014 23:27:50 GMT

https://www.palletenterprise.com/articledatabase/view.asp?articleID=4100

Excelsior “Marking 101” to the Pallet industry

Thu, 27 Feb 2014 23:08:46 GMT

https://www.palletenterprise.com/articledatabase/view.asp?articleID=4100

Excelsior helps customers with product innovation

Thu, 27 Feb 2014 23:05:17 GMT

https://www.palletenterprise.com/articledatabase/view.asp?articleID=3489

Tradeshow May 9th 2013

Thu, 18 Apr 2013 21:40:12 GMT

Excelsior Marking will be exhibiting at The Ohio Association of Court Administrators Conference on May 9, 2013.

New Haas Vertical Machining Center

Thu, 18 Apr 2013 21:24:36 GMT

Excelsior Marking is pleased to announce that it has installed an additional Haas Vertical Machining Center, with 5 axis capabilities, to its shop fleet. The high quality, high performance machine will allow the delivery of better products and service to customers.

Excelsior Marking, founded in 1905, supplies marking products and services for customers in markets ranging from the tire industry, the wood pallet and packaging industry to the Graphics market.

If you would like more information regarding Excelsior’s machining capabilities, please contact

Bob Bussey( bobb@excelsiormarking.com ) or

Dave Sutter( daves@excelsiormarking.com ) at:

Excelsior Marking

888 West Waterloo Road

Akron, Ohio 44314

330-745-2300

www.Excelsiormarking.com

Excelsior Marking Offers Pallet Marking Solutions

Sun, 06 Jan 2013 22:16:29 GMT

Pallet Enterprise Story

Excelsior Introduces Thin Branding Die

Sun, 25 Sep 2011 21:05:42 GMT

Excelsior Introduces Thin Branding Die

Excelsior Marking Joins NWPCA

Tue, 26 Apr 2011 21:03:37 GMT

Excelsior Marking Joins NWPCA

Purchase of Rossini Graphics & Services LLC

Mon, 25 Apr 2011 21:06:58 GMT