Oftentimes I’ll hear customers refer to tire tread labels as ‘marketing labels.’ As a marketer myself, I am very familiar with the divided perception that comes along with that reference. Because although most will agree with the value that marketing efforts can add towards communicating brand awareness to consumers, these efforts are rarely prioritized.
But here is the truth: tread labels aren’t just marketing labels – they are critical components to your tire distribution processes. These labels communicate unique safety and performance features to consumers that help make buying decisions at the retail level. Additionally, in most countries there are several legislative requirements you will need to follow with tread labels, which includes expressing certain values in full color.
So let’s face it, tread labels are here to stay – you may as well get as much value out of them as possible. Let’s look at a few ways good tread label branding can improve consumer perception of your products.
1. Your brand – in color!
Don’t think your tires have a personality? Think again! The way consumers perceive the value of your brand can be a decisive factor when making a purchasing decision. Striking, full color tread labels can have a huge impact on consumer perception and developing your brand’s personality. Think about it, the tread label is your only opportunity to separate yourself from competitors at a retail level, so you need to stand out. And don’t forget, certain aspects of tread label legislation require specific color elements – learn more here to avoid non-compliant tread labels.
2. Information the consumer can use
Legislation set by the ETRMA and pertaining to most tires sold in the EU dictate that tread labels need to include information such as wet grip, noise level, and fuel efficiency in an effort to boost awareness and allow consumers to make safe and responsible purchasing decisions. This means that tread labels themselves serve as a mini-database of research for the consumer. Ensuring that such information is crisp, clear, and easy for the consumer to understand (nobody likes a smudged label!) is critical at the point of retail. Don’t miss out on sales simply because shoppers couldn’t read the information provided by the label!
3. Professional aesthetics are key
Something as seemingly simple as label position or peeling edges can really can make a difference in how consumers perceive your brand. When positioned on the shelf next to your competitors, you don’t want the labels on your tires to look faded, crooked, or be lifting at the edges. Attention to detail and genuine care for how your brand is represented is part of your differentiation strategy. Robust print and apply tread label automation ensures the label is printed clearly and applied in a straight orientation and on the center of the tire itself. Your label solutions provider should care about these details as much as you do and provide a system to accomplish these goals.
How to Get Started
Tread labels don’t have to just be a nuisance or a silly marketing ploy, all of these factors can lead to more delighted customers. So how can you get there?
You need two things: an automated print and apply tread labeler, and full color pre-printed labels.
Pre-Printed Color Tread Labels
There are a few different considerations you need to make when deciding between pre-printed and print on demand labeling strategies. However, when it comes to color you will get a much higher quality label from a supplier than you would be able to print in house. Most label suppliers use advanced printing technologies run by highly trained certified operators that result in far superior products than a desktop label printer could provide. The tricky part is that when it comes to tread labels it isn’t necessarily feasible to purchase fully pre-printed labels – complete with variable data for millions of different tires. So, what you can do is purchase partially pre-printed labels. These labels will include all of your branding details and colored elements, and still allow you to print your black and white data in house.
Automated Print and Apply Tread Labeler
Once you have your partially pre-printed labels you need a way to print your variable data and apply the final label to your tires without disrupting or slowing down your workflows. Manually applying tread labels not only takes an enormous amount of time, but also leaves room for countless mistakes from crooked labels to mislabeled tires. A fully automated system can print the final data onto your tread labels and apply those labels perfectly straight and centered to a wide range of tire sizes. This allows you to maintain proper label aesthetics and save time and budget on your labeling strategy.
Although the benefits associated with branding are certainly compelling did you also know that Chromaffix, our automated tread labeling system, can label tires more than 3 times faster than the average rate of manual application, and can lead to upwards of $500,000 in annual savings? Fringe benefits such as branding and lean manufacturing are great, but at the end of the day, those aren’t the most important factors when considering a significant capital investment.
If you want to learn more about Chromaffix check out some of these resources:
- 4 Tread Labeling Inconsistencies Solved By Automation
- 5 Ways Automatic Tire Label Application Can Save Budget
- The Complete Guide to Chromaffix
Or, if you just need to get some questions answered why not schedule a 15 minute consultation with one of our label pros – completely free.