Beyond the Lanyard: How Distributors Can Build Badge Packages That Add Value
Lanyards are often an easy sell for distributors.
In 2022, ASI estimated branded lanyards made up nearly 3% of total distributor sales, edging out electronics and computer-related products.
But if you stop at the lanyard, “You're not finishing the thought,” says Patty Lee, Global Channel Sales Manager for Credential Express. “We put a lot more emphasis on what you're hanging on the lanyard.”
Because they are so popular, lanyards represent a jumping-off point for distributors. Once a client requests branded lanyards, that’s a clear opening to sell a badge bundle that includes ID badges, protectors, and more.
In this post, we’ll walk through the hidden potential beyond that lanyard, and we’ll outline the value of offering badge bundles — especially when you have an experienced supplier in your corner.
Adding value to your clients’ frequent requests increases your sales and it turns you into a problem solver who wins repeat business.
What’s Hanging on That Lanyard?
Lanyards are popular for events and meetings for a number of reasons: They’re relatively inexpensive, they offer prime real estate for logos and branding, and they are necessary. Many companies focus on lanyards and treat the actual badge as an afterthought, maybe opting for a paper nametag hastily printed on-site at the event.
As a distributor, you have an opportunity to turn your client’s focus to the badge. Chances are they don’t know what they’re missing by overlooking quality, multi-functional badges.
Setting the tone. An event badge reflects the quality of the event itself. A personalized Permabadge tells attendees and vendors they’re at an event that values them and what they have to offer.
Personalization. Beyond a standard name tag, badges can be personalized with titles, attendee or vendor level and more. Personalization makes attendees feel seen and recognized, which leads to deeper engagement.
Attendee experience. Adding elements like RFID or QR codes to badges gives them multifunctional properties. They can double as access control cards and parking passes, or link to an attendee app that includes schedules or event maps.
Data gathering. RFID badges come with the added benefit of giving you real-time data about where attendees go most, which breakout sessions they're attending and how they are moving throughout the event.
Security. From color-coded badges that match access levels to scannable codes to RFID integration, a high-quality badge offers security for attendees and vendors. Add things like holographic overlays and photo identification to prevent duplication or badge sharing.
Branding. Just like the lanyard is prime real estate for brand or sponsor logos, the badge itself completes the look. Your design can remain clean and readable while showcasing your company colors and branding.
Beyond the Badge
Don’t stop at badging. Events have all sorts of access needs that often get overlooked until the last minute. Here are a few additional add-ons your clients may not even know they need:
- Parking passes/hang tags. An event starts in the parking lot. Making sure attendees have the credentials they need to park is part of the experience. Custom branding? An added bonus.
- Badge backers
- Badge holders
- RFID enabled cards
- Holographic or foil overlay
Build a Better Bundle
The Super Brand Bundle
For events that want to break out of the rectangle, suggest a custom-shaped badge that not only serves its purpose but garners attention and contributes to overall branding. Add a lanyard to keep it in place and coordinate with a custom-shaped parking pass.
The Security First Setup
RFID cards allow gated access that can be customized based on level. They can also carry data and serve as a contactless payment method. Add a reel instead of a lanyard to keep the card securely out of the way until needed. SkimSAFE sleeves provide an added layer of protection, making it impossible to skim card data from a distance.
The Personalization Package
Use variable data printing to design badges customized to each event attendee or vendor. The badge can include name and title, a photo and even information about the person that would be relevant for networking. Add a lanyard that indicates level or title and a badge backer with a customized schedule for even deeper personalization.
All the Value, None of the Stress
Building out badge bundles is a great way to increase the value of your services and boost sales. But it can be intimidating if you’re used to operating in a lanyard only environment.
A qualified partner can make the process easy, even if you’re not an expert. Partnering with a supplier with a deep well of badge experience gives you an edge. They can set up drop-ships to the event site or multiple offices, offer total customization that includes nearly any shape badge client could dream up, and support you in speaking the language of RFID and personalization.
Every lanyard quote should trigger the discovery of a badge need. When your clients come to you with lanyard requests, your first question should be: Where are you getting your badges? When you make your client look good, you look good — and win repeat business.