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Imagine your logo, big and bold on every product you manufacture. It is possible with ink-jet printing systems. For example, many building products companies are printing giant logos on their LVL, I-joists, OSB, gypsum board, plastic pipe, insulation, stacked lumber and more. just to increase their brand awareness nationwide.

The best aspect of these applications is that they can increase and expand marking to enhance the marketing of all product lines efficiently and inexpensively; stretching their marketing efforts beyond what they had thought possible.

Ink-jet printing is invaluable for manufacturers considering private label projects. Since modern ink-jet marking permits instantly variable message printing, operators simply select the appropriate message in the printing system and then run it until it's time to change that message. Thus, you don't need to have a large number of these printers throughout your plant. A single printer can do the job fbr many products.

Other manufacturers are printing installation instructions such as "this side up" handling advice on their products to provide additional value to distributors and end-users while reducing the need for expensive labels. Nail marking or cut patterns can also be printed on demand.

In addition, marking information that differentiates one product fiom another is a growing application. Consider, as an example, marking a note that states "treated lumber" or "untreated lumber" on appropriate products. While you're at it, don't forget to include your logo or Web address.

A final application involves the marking of grade and species identification. Make sure that your mark looks impressive, especially if you are selling top grade products. Modern ink-jet technology allows you to grade and change your stamp on the fly.

Remember that buyers make deter- minations about the quality of your product, especially when it stands out on a shelf from nearby competitive products. If the quality of the printing is superior, so much the better for your identification marks. Don't let this brand image opportunity slip by. Be certain of representing your product through every step of its manufacturing and distribution.

Why Ink-Jet Technology?

You may already be marking your logo with tracking and operational information on most products. If you are doing this with roller coders,

Many building products

companies are printing giant logos on their LVL, l-joist, 0SB, gypsum board, plastic pipe, insulation, stacked lumber and more, just to increase their brand awareness nationwide.

stamps and stencils, be mindful that new advancements in marking methods can put you ahead via ink-jet technology.

Ink-jet marking produces some of the best quality marks possible on most building products. The surface of a wood product is textured, which makes it difflcult to master high quality marks from contact printing solutions.

Stenciling can become a very messy method of marking products, which requires manual interruption and usually results in a lot of wasted paint.

Inflexibility is a final downside to contact printing. When messages are changed, rubber type or dies must be removed, requiring handling of messy dies. Periodic cleaning of the roll coder is also time consuming and expensive to keep print looking good.

Further, contact printers or redundant printers, do not facilitate the potential fbr test marking or branding additional products because you need to change type with each new product. With an ink-jet printer, to change a printed message, the operator simply selects the desired message fiom the printer controller. In less than a second. the printhead begins prinring the newly prompted message without any process lnterruptlon.

The fact is: industrial ink-jet printers have become much more than simple marking systems. They can improve your productivity through automation, provide feedback and reports on the products traveling through your lines, and communicate with PLCs and other devices throughout your plant. Product coding changes from the PLC are instantaneous and can prevent costly errors such as fbrgetting to change a stamp at product changeover.

This technology can also save money by providing you with the capability to print only what you want and where you want on each product instead of the typical continuous string of print required by contact printing.

Juture 0pporlunities

Some future marketing potential exists in applications that provide value-added information to commercial and retail customers. Manufacturers may consider marking utilization guidelines on their products, such as noting the best way to cut their board, while providing the most yield. They may start to include specific job site information on products prepared fbr a specific project or customer.

There is also some interest in using marking to help bundle products into complete construction kits for sale within retail channels. Research and development fbr bar coding applications lhat meet retail requiremenls are currently in process throughout the identification industry.

The next time you drive past a construction site, notice how many products are appearing with large logos. Such messages are visible fiom great distances. This type of brand marking offers prime marketing opportunities that should not be passed up. Think about the impact the site has on the individuals that pass by each day.

Such innovative marketing methods have been developed by some of the leading manufacturers in the building products industry. It would be wise to reconsider how modern marking techniques can jump-start new approaches to promote brand recognition fbr your products in varied locations-from lumber yards through job sites and retail outletsbefbre it is too late.

- Michelle Spuulding is the nnrketing communicatit)ns munuger .fltr industrial marking ecluipnent munu.facturer Matthen's Intenntional Corp., Pittsburgh, P tr. (v'ww'. matth ett's mo rki n g. cortt )