Business Card Marketing

Today's business card does double duty as a reference piece and, more important, as a marketing tool. Some cards are handed out in person, some sit on refridgerators, while others sit on cash counters waiting to catch a customer's eye. Lucky cards are filed neatly in Rolodexes; more are lost in untamed piles in desk drawers. Each situation demands something different of a card, which leads to another key lesson: if a card can make a strong and positive first impression on its intended audience, it has a better chance of surviving a range of harsh conditions. Consider the following scoring system for judging a business card on it's technical merit:

• Does the card offer appropriate contact info? Pretty basic stuff: leave out your mailing address or URL, and you're harder to reach
  
  
• Does the card say what the company does? You can't assume the cardholder knows what you offer, unless your company name makes it obvious (e.g., Bill's Superior Plumbing Service). The more specific, the better. For instance, does your plumbing outfit do residential or commercial work?
  
  
• Does the card include a compelling marketing message? Why should anyone do business with you? If you don't answer that question and your rivals do, you won't get the call
  
  
• Legibility: Readability is the price of admission. Still, we could barely decipher some entries.
  
  
• Is the card visually pleasing? An attractive card that obeys basic design principles connotes a caring business that pays attention to detail
  
  
• Functionality: Can the recipient write on it? Is critical information hidden on the back? Is your card easy to carry or file?
  
  
• Durability: You don't want your card thrown out, but cheap paper tears and home-made cards can bleed.
  
  
• Is the card especially memorable? Catchy slogans, interesting materials or full-force gimmicks can imprint the customer's mind with your brand.