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There are lots of ways to promote products at point of purchase. Shelf talkers, in store signage, free standing POP displays and product packaging are all possibilities. However, at some point, a clever marketer thought of attaching printed information directly via a string. Hence, the specialty post press niche of string tying was born.
 But first, let’s remind ourselves of what we’re trying to do in the first place: Sell more product! Printers, binders and finishers involved in the promotion of a product should share in the achievement of these mutual goals:
- Attract attention
- Generate interest
- Create desire
- Encourage action
If these sound familiar, you’re a step ahead of the game. The AIDA principle (awareness, interest, desire, action) is a time tested marketing staple.
BIG IDEA IN A LITTLE PACKAGE
Many products have a physical shape that lends itself to having a string tied piece attached. Well-conceived string tied promotional pieces attract attention and provide useful information right at the point of purchase. If your customer’s product is a bottle, or has a button or a hook, then string tied tags might be exactly what’s needed to boost unit sales.
PRODUCTS BENEFITING FROM STRING TYING INCLUDE:
- Grocery items: Especially items with bottle necks.
- Liquor
- Hair care products
- Condiments
- Spices & flavorings (i.e., soy sauces or olive oils)
- Cosmetics
- Clothing items
- Wrapped around buttons
- Attached via safety pins
Those of you familiar with miniature folding and small format product inserts know the benefits of frequently repeating orders. String tying has the same repeating benefit because printers need only sell a job once but still can reap many repeat orders.
DESIGN OPTIONS
String tying allows creativity and problem solving skills to shine. Consider:
- String tied pieces can be folded products, stitched or pasted booklets, or flat tags.
- Consider using EZ-release glue for keeping multiple panels wrapped tight
- Tying materials
- Elastics: Full range of colors available
- Cotton String: Great for products that need a large loop
- Quality: different thickness and fray free options are popular
- Die cut shapes are limited only by your imagination and occasionally by the machines capabilities.
 In addition, at this time of the year, die cut tags in the shape of holiday ornaments lend a festive air and attract a lot of attention, especially for products that make good gifts. Just in case you were wondering, it’s not too late to bring an ornament string tying project to life in time for this holiday season!
PRODUCTION TIPS AND CONSIDERATIONS
Here are some pointers to keep in mind to make your next string tying project a winner:
- Don’t punch into type.
- The standard hole size for string tying is 5/32” diameter. Allow 1/8” safety zone away from the hole to assure that important copy isn’t punched.
- Hole placement is important: Most string tied products are punched in a corner. Holes typically start 1/8” from each edge and extend 9/32” into the sheet. These dimensions can vary, so please consult with your bindery representative prior to committing ink to paper.
- Important dimensions to remember include:
- Maximum flat size: 5-3/4” wide x 8” long
- Minimum flat size: 1-1/2” square
- Maximum stock thickness: Up to 1/16” thick
- Minimum stock thickness: 0.004.”
- Coated, cover-weight stocks work best.
THE RICKARD BINDERY ADVANTAGE
Although Rickard Bindery installed its first string tying machine earlier this year, within a couple of months, we knew we had a winner on our hands. We recently installed a second machine. Both machines are well-utilized, but still have available capacity for both large and small jobs. Rickard Bindery’s full complement of folding, gluing, attaching and saddle stitching services dovetail nicely with our string tying capabilities.
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