Business Card Marketing: Evolution of the Smallest, Most Versatile Marketing Tool
06 May 2014 Leave a Comment
in Marketing, Products Tags: business cards
Quick: Which single piece of marketing collateral combines two old adages — “first impressions are the most important” and “a picture is worth a thousand words” — and proves them both true?
The forerunner of the business card stretches back to 15th century China. At that time, royals and aristocrats would send their servants to the homes of other members of the upper classes, bearing “visiting cards,” announcing their intent to pay a visit.
Two centuries later, the practice caught on in France. During Louis XIV’s reign, visiting cards became all the rage in high society circles. Proper gentlemen and ladies handed out “calling cards” as a means of social introduction and as a way to request a meeting. Over time, the practice became more formal, and many rules surrounding the use of calling cards came into play.
The practice made its way to England and across the pond to the U.S. in the mid-19th century, bringing a strict etiquette along. For instance, a married woman had to hand out her husband’s cards along with her own, in order to avoid seeming risque. Also, the way a card was folded conveyed a message. These early cards were usually engraved on glossy paper and, along with the caller’s name, often featured a design such as a family coat of arms, flowers, or hearts.
Reaching Into the Business World
Around the same time, calling cards began making their way into the world of commerce. Known as trade cards, these early business cards were used both as advertisements for businesses and as maps to point the way to stores. Trade cards were usually printed using woodcuts or engraving and used monotones. They featured the name of a merchant, their address, directions to the business, and often a reproduction of the store’s sign.
Unlike social calling cards, the use of trade cards wasn’t limited to the upper classes. After the widespread use of the printing press created a boom in print advertising, trade cards became less of an advertisement and more of a way to introduce oneself and one’s business. Most were printed on white card stock with black ink, a trend that continued until recent decades.
Today, business cards are just as ubiquitous as ever — but much more creative in design.
The Boom of the Creative, Innovative Business Card
As digital and printing technologies continue to improve, so do business card designs. Long gone are the days of monotone cards with little to no personality. Instead, many people choose to create business cards that truly reflect their business and their own unique personality. In doing so, they make their company stand out to potential customers.
Some of the most innovative and clever cards integrate functionality into the card itself; for instance, a jeweler might create a card that folds into a ring sizer, a tire company might print a tread gauge on the bottom of the card, or a tailor might choose a folded card that can be unfolded and cut into a measuring tape.
Some modern business cards are just plain fun, such as restaurant cards that can be folded to look like little menus, or cards with cut-outs in the middle to create finger puppets.
Of course, your business cards don’t have to be over the top to show creativity. Just a little something different can make them stand out in a sea of traditional (boring) cards.
Is Your Business Card Bringing You Business?
24 May 2013 3 Comments
in Design, Print, Products Tags: business cards
Business Cards are the number one marketing tool – carries your branding and image
Typically, many hours are spent deciding on the logo, layout, and tagline to include on a company’s business cards. But not much time goes into thinking about strategies to make those business cards actually work to bring in customers. That is a mistake.
Business cards are like mini ambassadors for your business. They represent you, your company, and your brand. Business cards often provide the first impression a recipient will have of you and your company. They shouldn’t be just an afterthought in your marketing collateral mix.
To effectively market and advertise your business, whether through business cards, social media, or a website, the first step is to create awareness. Awareness is generated through uniqueness. The colors, stock, font, graphics, and unusual finishing touches like rounded corners or foil stamping and special die cutting can all add up to create a business card that stands out in a crowd. Using a template from the internet is not a way to stand out from the crowd. Having your image professionally designed is well worth the cost.
Simple elegance and a clean, uncluttered layout work best. Sometimes more is learned about a business by the professional look and design of its business card than by almost any other marketing collateral. Prospects may forget about and toss out many other collateral pieces, but they usually keep an interesting business card.
Visually standing out is the first step to make a business card work to bring you business. The second involves the recipient and answering a simple five-word question…
What’s In It For Me?
The text on your business card must quickly and clearly explain the benefits of working with you. You can’t fit an entire brochure on the small area a business card provides (although some people try!). Most companies will list the services they provide. That is fine to do on the back of a business card.
On the front, however, where everyone looks first, you need to state clearly what results your products and services deliver. What is the primary benefit of working with your company? Make it short and sweet. Don’t hide it. Proudly display it on the front of the card.
The quality of the stock used, the font and layout, the finishing touches, and the copy used all work hand in hand to create a powerful, client-getting business card.
But those beautiful cards won’t do much good if they aren’t getting deployed. Take business cards everywhere you go. Put a stack in your car, in your wallet, and in your purse or briefcase. If you find the right target audience, hand them not one but several cards and ask them to pass the extras along to colleagues or friends who might be able to use your services.
Strategically thinking about the design, production, and copy on your business cards has the effect of creating a viral campaign for your business. Unlike the online variety, this is a viral campaign that can actually bring you real results and not just buzz in the marketplace.
Business Card Etiquette Tips
06 Jul 2012 Leave a Comment
in Design, Products Tags: business cards
Business cards are an inexpensive, yet valuable way to introduce yourself and your business. Here are a few etiquette tips to keep in mind the next time you exchange business cards:
- Be prepared by having business cards on you at all times, including weekends.
- Never distribute tattered business cards that show wear from being stuffed in your wallet. Instead, use a hard business card case to keep your cards clean and crisp.
- Offer your card during informal conversations if the person you’re talking to expresses interest in your products or services.
- Distribute only one card to each new contact (unless more are requested), rather than expecting them to distribute your cards for you.
- Exchange cards at the beginning of meetings to have the names and titles/rank of everyone involved readily available.
- Show respect when receiving a business card by briefly looking it over (front and back) and placing it in a portfolio, notebook, or card case. Never fold or crumple the card, and don’t stuff it in your pocket or bag within eyesight of the card giver. Reading over or commenting on the card right away may also help you build a better association between the new contact’s name and face for future reference.
- Be aware that foreign countries have different business card customs. If doing business in a country that speaks another language, consider translating one side of your card into their language.
Let us know if we can help you print customized business cards that will make a lasting impression with every exchange.
Stand Out and Get Noticed With Folded Business Cards
15 May 2012 Leave a Comment
in Design, Marketing TIPS, Products Tags: business cards, folded business cards, mini-billboard
Everyone knows that business cards are an essential marketing tool for exchanging contact information, so why not double your marketing effort with a folded business card?
Folded business cards not only provide your standard contact information, but can also provide your audience with something useful to them, such as an events schedule, appointment card, coupon, map, menu, frequent customer discount, punch card, or response card.
The extra space can also be used as a mini-billboard, provide a list of your products or services, highlight helpful tips or industry resources, and much more.
Creative options are endless, including designs, paper and ink choices, diecut shapes, finishing touches, and even the placement of the fold. Folds can made along the top edge, short side, or even offset, where part of the card is shorter, revealing information on the panel below.
Check out your options for folded business cards next time you want to make a lasting impression and ensure your prospects and customers keep your business card on hand.
What Do Your Business Cards Say About You?
11 Mar 2012 1 Comment
in Design, Marketing, Marketing TIPS, Print, Products, Social Media Tags: business cards
1. Make sure the card is great quality.
Good-quality cards are available on an economy of scale; unlike the long waiting times and expense of pressing traditional cards, the modern digital process is swift, economical and can result in superbly memorable designs. Thick, soft card with rounded corners can make a favorable impression.
2.Contact information should be 100% correct.
The correct name, address, phone numbers, email address and website address are essential to allow your contacts to reconnect with you long after your initial meeting. The important facts should still be prominent and easy to read.
3.Think of a card as a vehicle for your branding.
When spending money on marketing materials, you can get more value of your marketing dollar if you use consistent branding and image. From stationery to your website, to your inside of your business, branding is who your business is, what people remember, and the perception that is created. Your card should not be limited to just you; it needs to tell people about what makes your company so unique and exciting. It could be that the logo isn’t very exciting, or the purpose of your company isn’t apparent. Take a look at your card and ask; what’s missing?
4. Card sizes vary greatly.
In the United States, business cards are normally set at 3.5″ wide x 2″ tall. You can consider various sizes, to stand out, but be aware, if it is a functional size for your customer base. Massage therapist for example can get away with a fun size such as 2.25″ x 2.25″ square, whereas a law firm should stick to the professional size.
5. Font, Spacing, color and style.
The font should be elegant but legible; Gothic script can be difficult to read, and Comic Sans suggests that you don’t take yourself seriously, let alone your business. Think about sizing and spacing of letters to ensure that the script does not conflict with the color pattern of the card. Non-confrontation colors, can be an indication of the comfortable image that your company is trying to project. Cards in full color with custom logos are great for sticking in people’s memories.
6. Stock & Printing style Choices.
There are oodles of different papers and print methods that can create a card just for you. Consider a textured paper such as linens, with a foil stamp, or a blind embossing. Thermography, is a raised lettering technique that was really popular in the 70’s and is finding its way back into the design arena. We also are creating business cards with different quality of lamination and Ultrakoting processes. If you are trying to convey as much information as possible, you can have a set of CD business cards made, with multimedia content, but ensure that your investment will cover its costs- these are expensive unless you commission a batch of several hundred.
7. Consider your photo or photo of your product on the card.
The new marketing is to create relationships, and people tend to first remember how they look and maybe not their name. So a photo on the card is very important.
8. Consider putting a QR Code and social media icons.
Consider the fact that social media is here to stay, well for the moment anyways. Might as well take advantage of this vehicle for what it is worth! It is not for every business, however, for ways of keeping on top of the mind of your customer, this is a great way to do it. You can create fun games and loyalty with all of the great technology advances social media offers.
9. Water run-resistance.
I have seen so many people try to print their business cards on their home ink jet printers. This ink is not water proof. And it looks very unprofessional – not to mention the sloppy quality of the graphics and fonts it generates. The print and paper of your card should be crisp and the text unable to be obliterated by just a few rain drops. Accidents happen, and an occasional spilled glass of wine should not ruin an opportunity. Ink jet printers-produced cards do not use waterproof ink and leave a very unprofessional impression, no matter how small your business is and your budget. Business cards are your number one marketing tool in your tool box, do not short change it!
10. And lastly, Keep them in a decent case.
If you regularly produce dog-eared cards from fluff-infested pockets, consider the impression that this gives prospective clients about your business. Produce cards one at a time from a case with a lid and exchange them with care. The care you take over your card shows the concern you have for your business.
Take a look at your card and ask; what’s missing?
