TEN Magazine January 2019 TEN January 2019 | Page 22
LASER
Adding value to promotional items
with laser engraving and marking
Promotional merchandise
is used by almost all
companies at one time or
another, usually featuring
the company name or
logo and often a brand
message. Personalisation
of promotional products
is possible by various
production methods.
Printing technologies
are commonly used, but
recently laser technology
has become more and
more popular in the
personalisation fi eld.
Today, nearly all major suppliers and
retailers of promotional items also offer
laser engraving for refining their products.
Why has laser technology become so
popular in this sector? There are many
different reasons for this, explained below.
Promotional items are
part of every successful
advertising strategy
Branded merchandise is often used in
advertising campaigns, providing prospects
and customers a tangible memento which
will aid in keeping the brand front of mind,
holding an advantage over other marketing
technologies. For example, conventional
TV or print advertising can struggle with the
problem of significant loss of advertising
recall. A promotional item on the other hand,
overcomes this problem as the customer is
often able to use it on a daily basis. When
combined with other promotional activities,
it becomes a valuable tool.
Classic examples of promotional items
include ballpoint pens, USB sticks and
calendars, however new and innovative
products such as smartphone accessories
(battery powerbanks, selfie sticks) or fitness
products (step counters) are becoming more
common and these more novel ideas can
really set a brand apart from the rest.
Modern suppliers of
promotional items rely
on laser technology
The numerous advantages
of laser processing
Many different materials can be processed
and any design can be implemented using
a laser machine, with even the finest motifs,
logos and photos being reproducible
thanks to unmatched precision. Aside from
uncoated metals, no additional consumables
are required for laser engraving materials
and additional processes such as complex
machine setups or print preparations are
eliminated. This makes producing even small
batches of products economical, even
one-off laser engravings can be realised
without any extra effort or expense, while
the contactless processing creates durable
engraving results without causing any
damage to the material, reducing wastage
and rejects.
Laser marking on a
stainless steel hip fl ask
Bernd Kerbl, product marketing manager
for Trotec Laser explained “Innovative and
successful manufacturers and retailers of
promotional items rely on laser technology to
offer maximum flexibility in terms of material
options, marking content and product sizes
or quantities. Laser engraving is perceived as
the mark of a high quality product, especially
for promotional items made of metal as it
does not fade or rub off.”
Laser-engraved ballpoint
pens made of anodised
aluminium
Laser processing makes
retailers more profi table
Promotional items are usually mass-
produced. At the same time, there are many
suppliers or retailers of promotional items
with a broad product portfolio. These goods
are often sourced from Asia in large
quantities.
20
JANUARY 2019
read online: www.trophex.com