How ID Lanyards Have Made Security a Modern Marketing Tool

There is a traditional image associated with security, that of an industry populated by hard nosed, largely proportioned intimidating men whose very presence is designed to deter unauthorised personnel from trying to gain entry. But that is now an image of the past. Instead, friendly faces usher unauthorised folk away. As the chief deterrent, burly security officers have been replaced by the absence of ID cards dangling on the end of ID lanyards. If the card cannot be seen, then they cannot enter.

At events and venues around the world, it has become easy to identify security and official personnel simply by the fact that they wear their ID cards around their necks and in plain sight. This has a number of advantages, not just in terms of security efficiency but in marketing. At a trade show, for example, the host of the event can have custom printed lanyards distributed to personnel, ensuring that the name of the venue or organising company is clearly seen.

At rock concerts, the same theory is applied to the use of event wristbands, which make good use of the narrow strip of material that envelopes the wrist, announcing the venue name or the event itself, if it is a music festival. Regardless of whether it is the name of the organisers, the venue, the event, or even the performers that is printed on the particular material, the value of a lanyard as a marketing tool is very high.

There is nothing really new about lanyards. In fact, they have been around for centuries, originally used by cavalry and naval officers to keep their pistols, swords and whistles with them at all times. The lanyard, a simple but strong cord often of leather, was tied at one end to the item and at the other to a uniform belt, scabbard or holster. A whistle was often connected to the uniform by tying the cord through a button hole.

Today, the concept behind the use of the lanyard has not changed at all. Simply put, it is used to ensure that an important possession is not lost. These days, that tends to be a digital camera, a wallet, a USB drive and, of course, ID cards when proof of identity in high security situations is a must.

The fact that marketing experts seized on the opportunity presented by this simple item is no great surprise. After all, it hangs around the neck and has a flat piece of laminated card dangling at the end of it. The result is that it is hard not to notice the ID, and what can be spotted quickly can project an image and a message very effectively. So, printing brand names on them is a logical step.

Branding a lanyard is not difficult. Since they can be manufactured in a variety of materials and sport most conceivable combination of colours, it is clear that any name and logo can be either printed onto the fabric of the lanyard. So, it is not hard at all to produce a lanyard that will feature the name of a brand.

Of course, the real strength of marketing is the image that it can project of a product or company, and ID lanyards can be a highly effective tool in the development of a positive image. This is chiefly because of its non-intimidatory nature. The custom printed lanyards around the neck of wearers, who are often smartly dressed business executives and officials, are normally brightly coloured and thick in diameter, making them look more fun that functional.

In fact, the contrast with the grey or black suit worn by the bearer can seem somewhat contradictory to the often serious nature of a business event, like a trade show or conference. The image is, therefore, much more positive, making even a large security officer, seem less threatening and evoke a more human side. By association, the brand name benefits by appearing less uptight, more approachable and more in tune with the everyday person.

And while event wristbands can accomplish the same result, there is little doubt that lanyards, and the ID cards that they secure to the bearer, are far more visible and a better marketing tool.

About the Author

Kathryn Dawson writes articles about ID Pro, where you can find some of the best quality custom printed lanyards in the UK. Lanyards are an extremely valuable security tool these days, especially while you are one company that deals with sensitive data or you are dealing with a congregation of masses of people, you will need some form of control. ID lanyards and event wristbands not only provide the necessary security, they also help others identify your brand.