Lanyards 101

Lanyards are a staple in the promotional products industry, but selling them can be daunting when there are so many options of materials and attachments. If you focus on the major requirements of lanyards, the process can easily be simplified. It is definitely worth the time to present this product for your customer’s programs because most companies will buy lanyards at one time or another and repeat orders are common. Once you put in the initial work, the results of lanyards placed in your programs can be very beneficial.

But which lanyard to choose? The answer is simple if you identify your customer’s needs. Once you identify the needs of the promotion, you can easily find the right lanyard to fit the client's expectations.

When new promotional products distributors ask about how to sell lanyards, here are the steps I recommend they ask to help them determine the best lanyard for the job:

Identity Your Customer’s Budget. Lanyards range dramatically in price based on the imprint method, style, quantity and attachments. So, figure out how much money your client has to spend, and investigate the options that fit their budget. For example, if you know they would like the least-expensive lanyard, you can offer an economical polyester over a dye sublimation lanyard.

Do Some Logo Evaluation. Often the imprint will determine the best lanyard choice for your customer. The imprint area is quite small on lanyards; therefore, choosing the best material and imprint method for the job is pertinent. If you're working with a logo with multiple colors or fine details, a dye sublimation lanyard may best accomplish the look. If the logo is simple, a screen-printed lanyard is a great option. The fonts also make a difference in determining the best material. For example, if the logo is a serif font, it will require a very smooth, flat material, such as polyester or cotton. If the logo has a bold, block-style imprint, then a nylon material is best. Does your customer want a PMS color-match on the imprint? Be aware that some materials allow for that, while others do not. Lanyards come in several different widths ranging from 3/8-inch to 1-inch. A more detailed logo will require a wider imprint area.

Identify the Lead Time. How soon does your customer need the lanyards? Lanyard suppliers can finish some processes, such as screen printing, much faster than other options, including dye sublimation or woven lanyards. Timing can greatly affect your decision. Is your customer able to consider an overseas quote, or did he or she forget to order lanyards that are needed the next day? Ask your supplier if they have options available on a same- or next-day ship program to accommodate fast turnarounds. Once you determine the lead time, you will be able to evaluate how extensive your options are.

Don't Forget About Attachments. One of the most confusing aspects of ordering lanyards is sorting through all of the attachment options. When you discuss this with your client, be sure to ask, “What do you want or need to connect to the lanyard?” It may be a badge holder, key card, cell phone, lip balm or keys. No matter what it is, the product must have a hole or other connection device. Here is a safe way to consider the appropriate attachment:

If a badge has a rounded hole, a swivel hook or j-hook style attachment is your best option. If the badge has a rectangular slot, a bulldog clip is ideal. If there is no slot for an attachment, you will need a bulldog clip attachment with pads included to hold a credit-card style badge firmly. Many badges come with their own attachment device, such as a bulldog clip. If the badge has a bulldog clip, it will clip sufficiently to the split ring or o-ring of the lanyard.

Lanyards can be assembled with metal or plastic components. Both options are quite sturdy and similar in price. But determining your audience will help establish the appropriate components. For example, metal crimps are a great recommendation for schools as they are hard to pry apart. However, plastic may be a better option if your customer wants a very clean, finished look. Also, lanyards have the option of a convenience release. Always remember to ask if your customer wants a convenience release on their lanyards.

Consider the Type of Event. You can be really creative with lanyards. Consider asking questions such as: “Will you use the lanyard for a one-day event or for multiple occasions?” “Will the end users wear the lanyard every day at work?” “Is there a theme for the event?” Depending on the answers, you can better determine the best lanyard. For example, if the end users will wear the lanyard every day for work, white may not be a good color suggestion. Also, they may want a snap buckle release to scan an entry pass. If there is a theme, such as a Hawaiian luau, choose a fun dye-sublimated Hawaiian floral pattern for the background. If it is a one-day event, you can substitute a water bottle strap or an eyewear retainer to double as the lanyard for the day. Afterward, the end user has something to keep long term — extending the life of the promotion!

Most important, use the expert knowledge of your favorite suppliers. If you are ever uncertain of which style to choose, call your lanyard supplier and let them walk you through the process. The more information you can provide, the better your supplier can determine the best lanyard for your promotion. With the information you collected from the above considerations, we are able to easily make recommendations your clients will be thrilled about. n

Sydra Newell is the national sales manager at SnugZ USA in Salt Lake City. SnugZ has won lanyard supplier of the year four years running in Corporate Logo's Best of Business poll. For more information, visit www.snugzusa.com or call 888.447.6840.

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