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Private Labeled Drinking Water And The Martial Arts Company
Copyright (c) 2007-2012 Jon M. Stout
Martial arts training is an important contributor to the health and wellness of American culture and it combines physical fitness with a lifestyle that emphasizes discipline, honesty, respect for authority and the rights of others.
The martial arts industry has a small number of large companies and franchises but the mainstay of the business is the small dojo owned and operated by an accomplished martial arts instructor. As a result, it is important for the individual dojo to segment itself in the marketplace by emphasizing the uniqueness of its brand in the marketplace.
Private label drinking water is an ideal way to promote a dojo brand because it combines healthy water with a durable and attractive message.
Martial Arts in America
Anyone who has ever been involved with martial arts training quickly realizes that it is more than the physical aspects of punching and kicking. The successful participant comes to understand that martial arts training is life style training with equal emphasis upon the physical, mental and spiritual leading to a confident but respectful individual.
There are many schools of martial arts in the United States and dojos are located in almost every town and city. Training involves basic physical fitness, technique, strategy and tactics, sparing and participation in events and tournaments that test various levels of skills.
Successful dojos are those that not only provide high quality training but appeal to all age groups in society. An important element of any successful dojo is the appeal to youth.
Martial Arts and its Impact on Youth
Many dojos are aware of the youth interest in martial arts and offer programs that appeal to youth and schools. These programs are significant because they share the martial arts philosophy of character building through physical and mental conditioning and respect for adults, institutions and the rights of others. Many programs tie continued training privileges to continued academic success.
Youths who have participated in martial arts training tend to be confident individuals of character, often highly resistant to peer pressure to undertake smoking, drinking, drug usage and other undesirable activities that are harmful to youth.
Growing a Martial Arts Business
The martial arts industry however is a business, and competition is always a factor to deal with particularly for the owner/operator of an individual dojo. A customer base must be established to the point that the bills are paid from memberships and cash flow is critical. Each owner must convince prospects and customers that there is value added in their membership and that the individual dojo is different from the competition.
To be successful, it is critical that a brand is developed and promoted. The brand is an essential element to any business because it shows how the business is different from the competition and enhances the strong points of the offering.
There are many ways to promote a brand but avenues like advertising and public relations are expensive and the effects tend to be more noticeable in the long term. Therefore, small businesses like martial arts studios need to rely on smaller and simpler brand development opportunities in order to differentiate themselves in their marketplace.
One of the most practical and cost effective means of brand promotion for small business is the use of private label pure drinking water (also known as custom label bottled water).
Private Labeled Drinking Water
Private label drinking water is an ideal and powerful way to promote a brand. Essentially private labeling allows businesses to design and develop a label with a custom message and attach that label to a bottle of healthy drinking water. A result of this process is the creation and promotion of a brand with a clear message. Because of the immediate and permanent nature of the bottled water product, consumable advertising is created that leaves a lasting message in the mind of the consumer.
Some of the benefits of private labeled water include:
A high-quality, custom message is created that can be used or resold at a profit.
Messages can be modified to reflect events like tournaments and promotions.
Individual users often carry the water with them and the brand is further extended and promoted.
Pure water is popular and universally accepted as contributing to good health. The message of the private label effectively reaches more prospects as use grows.
Effective cost is low and response to the brand message is rapid.
Consumable advertising creates a lasting message and impression.
What to Look for in a Private Label Water Supplier
There are a number of private label water suppliers but they vary widely in the quality of their product offerings. There are three areas to investigate when choosing a supplier:
1.Quality of Water
As a high-intensity sport, martial arts require proper hydration with water of the highest quality. High quality water in terms of health and taste is also critical for the acceptance of the product and brand message. If the water is low quality or tastes bad then the branding will fail. The best quality water on the market today is purified using a distillation/ filtration/ oxygenation process that removes all impurities, including all bacteria, and creates a light, refreshing taste.
2. Quality of Label Design and Production
The label is the message part of the product and poor-quality labels send a poor-quality message. Production of a poor-quality message is a waste of money and adversely affects the image of the brand.
It is very important to know that the vast majority (almost all) of the private label opportunities in this country come from water resellers (not bottlers) with desktop-model "thermal" (or "thermal wax") printing devices with a quality level that cannot compare well to even consumer-grade inkjet printing devices widely available for less than $200 at your local electronics store. These label printers are very cheap in both quality and cost, typically ranging from $10-20k depending on configuration, and are widely used throughout the private label water industry because of their low cost.
In steep contrast, a quality label, i.e., one that looks like a top-shelf brand that you might find in your local gourmet grocery store, needs to be produced with professional-quality equipment using professional-grade printing equipment. There are three types of printing equipment that can produce a high-quality label.
1. Rotary offset lithography;
2. Flexography; and
3. High-quality digital presses.
For most smaller runs (under about 10,000 units), digital equipment offered by Heidelberg or HP is the most cost effective solution, but instead of $10-20k, the minimum equipment costs for these professional solutions range from $750k to $1.25M per station.
These facts are a little dry to read about, but very important to understand when choosing a private label bottler - because those who sell low-quality labels would have you believe that nothing better is available because of the short runs required by private label customers. Nothing could be further from the truth.
In order to succeed, your label must be professionally designed and produced with high-quality materials using a printing process that renders a high-quality result. Waterproof lamination is also required for long lasting labels. This is easily achieved for an affordable unit cost using the right equipment for the job.
3. Quality of Customer Service
The design and production of private labeled drinking water is complex and requires intense interaction between the customer and supplier. Communication and a culture of customer service excellence is a prerequisite to the creation of an effective brand message and a successful product. Without a significant commitment to customer service on the part of the supplier, the branding exercise will fail.
Choose a quality supplier to help develop your brand offering and to produce your and create success for your martial arts company or other small business.
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