As a business owner, I spend a lot of time thinking about my business. I am always pondering the question "where will we be 10 years from now?" I remember when my father and I started to focus on the Booklet Label niche back in the late 80's. Then, we were so far ahead of the curve. Very few companies needed our foldout labels except for the agricultural chemical and pharmaceutical industries.

   Frankly, I had a few sleepless nights over our decision to focus just on Booklet Label products. Since the market wasn't ready for our products back in the 80's, revenues were tough to get. Who wouldn't lose a few winks over that? But, today I am so glad we stuck with it. Our business continues to thrive as the market understands and embraces Booklet Labels products.

   J H Bertrand is right in the center of a major trend toward expanding the product's label copy. In the last year, we have been contacted by the following industries: cookware, general chemical, oil, food, medical instruments, software, transportation, computer, lawn and garden, building products, biotechnology, life sciences, genetic seeds, advertising agencies, promotional firms, appliance, major retailers, tools, toys and an Internet company just to name a few.

   Some of the applications have gone beyond my imagination. For example, we recently met with an Internet company named Chek. Chek specializes in web based email. Chek approaches companies like Budweiser with the idea that Bud can makes its web site a media property. The first step is to get more people visiting the web site. To do this, Chek sets up a "free email" site at Budweiser. Now, all Bud enthusiasts can have a free email account. For example, somebody might be "joe@bud.com". Many people sign up because they like being associated with certain companies and brands. They think it is cool. Since email is checked frequently, Budweiser gets a huge and consistant increase in web visits. Budweiser also gets a very specific profile of the person using the account and permission to market to that person. Both Budweiser and the customer benefit.

   You ask "so where does JH fit into this plan?" Well, Budweiser wants as many email users as it can get. The best way to attract email accounts would be to direct a promotional effort at customers. Budweiser could put a Foldout Label on every product that tells about the free email opportunity. Since "customers" would be the only people seeing the "offer", Budweiser would getting more "Bud" drinkers to sign up. Each email sign up makes Budweiser's web site more valuable. Just think of what Budweiser can do with that information? While this is an idea that Budweiser is considering, it illustrates how effective a tool your product can be. Using your product as a delivery vehicle is powerful.

   As J H Bertrand enters the 21st century, we are an excellent supplier to the medical, chemical and consumer products industries. But, who knows, the frontier is ever changing. One thing is for sure, J H Bertrand is going to look a lot different 10 years from now.

Jeff Bertrand

please email at jhbertrand@aol.com with your comments on this idea.