Fresh Ideas for Marketing with Business Cards

You may have heard that business cards are one of the most cost-effective marketing pieces in your arsenal. You probably wouldn't be caught dead without them at a networking meeting. But do you really know how to make the best use of this important tool?

Before you even begin to design your cards, you should determine their purpose. For example, you might want to use them only to hand out your contact information, or you could use them to generate referrals. One company's objective might be to invite prospects into their store for a sale, while another company could use them to reinforce their brand. Know what you want out of your cards before you have them designed.

Next, consider having more than one business card. Perhaps you own two businesses, have several job titles, or want to print slightly different cards for different segments of your target market. Maybe you would like to track your web traffic by directing customers to different parts of your website. You could print three or four designs, each with a slightly different URL.

Before you have your cards printed, make sure there are no typos or other mistakes on them. Read though your proof at least three times to be sure that all names and words are spelled correctly and all numbers and addresses are correct. Business cards help people to reach you when they need your products. If you print the wrong phone number or email address, they might not take the time to find you.

Printing cards in large quantities makes good economic sense. You lower the cost per card that way, and also the cost of networking. When you have more cards, you will feel freer to give them out instead of keeping them at your desk. If you run out you can always have more printed. Similarly, printing cards for all of your employees ensures that you get the most impressions for your money. If you have 10 employees who each hand out 1,000 business cards, your message will be seen 10,000 times. How's that for marketing breadth?!

However, don't just throw them at people randomly. Make sure to establish a rapport with people before getting their cards and giving yours out.

What should you print on your cards? Again, that depends on your purpose for using them. Contact information is essential. You should also include your company logo for brand identity. A tagline helps solidify your image in your prospects' minds. Your card should make it immediately clear what your business does. State the biggest benefit your customer will get for doing business with you.

Getting creative with your cards will help make them stand out. For example, use a color that gets attention. Print something unique on them, such as your hours of operation, an offer for a free month of your services, or a coupon worth a discount.

Business card sized card stock can also be used for marketing tools other than traditional business cards. Travel and tourism businesses frequently print rack cards with information about their destinations. These are usually 4 by 9 inches, but I have also seen them printed as standard business cards sizes. Essentially, they are used as mini advertisements, admission tickets, or as directions to their locations.

You could print cards with a separate phone number for only your best customers, or directions to your location to include with a mailing. Print a "save the date" card to include with an invitation to a special event. You could make cards that direct prospects to a hidden page on your website. Print a loyalty card with a "buy five, get one free" offer or other special offer. The key is to add value to your cards and make them worth keeping.

Finally, you can use them as nametags, tickets to an event, or "with compliments" cards to attach to gifts or gift baskets. None of these need to be fancy; a one-color design on white cardstock (raised print business cards) will get the message out.