Angela Klimmek:”I deem name badges with first names more personal in customer contact. “
Interview with Angela Klimmek, Marketing Director at badgepoint Namensschilder Systeme
”Professional name badges are an important part of modern corporate identity“, says Angela Klimmek. ”With their name, employees signal a sense of responsibility and are directly approachable at any time. “ Klimmek is in charge of marketing at badgepoint from Ahrensburg near Hamburg. Unlike other vendors, the company has exclusively specialized in premium nametags. We spoke with Angela Klimmek about the retail market’s wishes, about trends and whether you should put the first name on a name badge.
Does every industry sector want different name badges?
The needs in different industry sectors vary a lot. The maintenance sector for instance almost exclusively uses nametags for self-inscription, which are affordable, durable and clearly legible. On the other hand, hotels for example attach great importance to a sophisticated, classy visual appearance. The events sector even has its own products on the market that are not made for daily use. We notice that especially in retail the differences are very large. You can establish a direct correlation here between the perceived value of the offered merchandise and the value of presenting the corporate design on the name badge.
From your point of view, which trading segments still have pent-up demand for name badges?
Generally, we do not have any segments in retail that do not use name badges. We expect from retail that the segments pay even more attention to choosing a name badge that fits the image of its products and the respective corporation. We believe a discount store may use a different tag than a delicatessen store.
Are there any trends for badges? What is in vogue right now?
A name badge is meant to set a framework for corporate design and not steal the show. Quite on the contrary. When we develop name badges, we consider trends that are currently important in corporate logo design. Frames in stainless steel finish are especially popular. They fit into almost any CI and appear classy with practically any outfit.
Where do you wear a name badge? On the right or on the left?
It has proven successful to wear a nametag on the right side. In these parts, we use the right hand to shake hands. Our eyes then move from the hand to the face and in doing so, automatically glance at the name badge. Unfortunately, the notion persists that you should wear the CI close to your heart. It would be better to wear the CI on the name badge on the right side and simply carry the CI in your heart!
Here is a tip for men: wear your name badge on your lapel! Nametags that are pinned on jacket pockets always bend down. This way, a taller conversation partner is no longer able to see the name.
Should you specify first names?
I deem name badges with first names more personal in customer contact. On the other hand, if you selected a very small name badge and the type size would need to be too drastically reduced by using the first and last name, I would prefer legibility. Generally, we abbreviate very long names. When the name is no longer legible at first glance, we use initials for first names.
What is the benefit of fully printed name badges? How big is your percentage of tags for self-inscription?
At about 70 percent, the percentage of badges for self-inscription is very high at badgepoint. The benefit of fully printed badges is obvious: the customer can immediately use the name badges after delivery and has no further work to do. Unfortunately, the disadvantage surfaces very quickly: buying an individual badge for a new employee, temporary employee or an intern can get difficult.
That is why we pay special attention to flexibility and make an attractive proposal to our customers: for its name badges, badgepoint takes advantage of digital UV direct print with the “quick-print” print technology. The motif is imprinted down to the last detail behind the vision panel and subsequently hardened. We take care of the initial batch with exchangeable nametags based on the customer list. By the way, this is a free service at badgepoint. This way, the customer has all of the advantages of fully printed badges – no work – and can still self-inscribe in a quick and flexible fashion. The demand for fully printed badges continues to decrease while customer satisfaction increases.
Frames in stainless steel finish are very popular. Logo on top or the bottom – the customer decides
How do you ensure with self-inscription that the corporate design is consistent in all stores?
One great option we provide free to our customers is our online badgeserver. All work stations work via the Internet on our server. You can centrally create a design there with the logo and name placement. If all branch offices have access to this account, there should be no variations in corporate design. Printer-based variations resulting from using different printers, toner or ink remain.
For companies that prefer an even more professional look, we recommend this uncomplicated solution: by now, it is possible to print on the backside of the visual panel, so the logo is always uniform and not identifiable from the outside as an imprint. This way, you can leave the preparation of the paper nametag to the branch offices. If you print the names in black, you do not even need a color printer, which often is not available in every branch.
Do you also take on the logistics for chain stores?
Basically yes. badgepoint rarely works with warehousing here, since we are a manufacturer working under the axiom ”Made in Germany“ and have all raw parts in stock at any time. This way we can supply chain stores with large or small amounts “on demand” and “just in time“ for every branch office. However, the deliverable quantity per branch office should not be below our minimum order quantity of 10 pieces. Of course, we have lots of experience with large corporate clients. Individuality is in great demand and we are very open and creative to develop the matching logistic solution for such partners.
What solutions do you have for small retailers?
badgepoint is able to supply almost any product for smaller companies starting at our minimum order quantity of 10 pieces. Altogether, we offer numerous solutions in almost any price range. Items start at around four Euros per piece for a name badge for self-inscription with magnetic fastener system all the way to more intricate solutions with logo printing – also starting at a minimum quantity of 10 pieces.
Badges with magnetic fasteners are gentle on clothes.
What fastener that is gentle on clothes do you recommend as an alternative to the safety pin fasteners?
More than 90 percent of our customers want a fastener that is gentle on clothes. badgepoint has developed a patented magnetic system that is gentle on clothes and yet strong. The advantage compared to standard magnets is that on each side of the badge and the opposing magnet, a magnet and indentation interlock. This prevents shifting and all day long, the badge remains at the same spot where it was originally attached. This “smag” magnetic system is available in two strengths, with the strong magnet featuring twice as much adhesive force. Both ”smag“ magnets are completely encapsulated in plastic and can thus also be worn directly on the skin.
What has happened with your new products from the EuroShop 2011?
The newest member of our product line in 2011 was our product ”amigo“ with round or square logo details, which we highlighted at the Euroshop. At this point,”amigo“ has become an important part of our portfolio, since it pays tribute to the trend towards smaller round or square logos and therefore is very well received on the market, especially in retail.
How many products do you export? Which name badges are in demand in other countries?
The export quota for badgepoint is currently at around 30 percent. Especially in the U.S., the use of badges with self-inscription is still something new. There they use more tags and embossed labels. However, the trend there is also towards a modern look-and-feel and there are already numerous excited users.
Wherever cultures meet, two scripts need to find a spot on the badges since the names often are stated in Latin script and the script of the country. Often larger badges are chosen in this instance.
Interview by René Schellbach, EuroShop.de