Schmooze ‘em or Lose ‘em: The Art of the Business Card
Business cards are a mainstay in networking. According to an Ipsos survey, 1 out of 3 small business owners really believe in the power of the business card, calling it “very impactful” across a number of different settings, including conferences, social events and even when striking up conversations at their local gyms.
That said, small business owners also give away more business cards than the average employed American –– 40 per month on average, compared to 24 per month for employed people. So, do business cards hold up to their reputation? Or are they simply the paper equivalent of white noise in the business world? With the right business card design strategy this holiday season, small business owners won’t have to worry either way.
1. Master the holiday party
Come December, your professional and personal calendars will no doubt fill up with festive gatherings. It’s not wrong to treat these events as casual networking opportunities, but other attendees might want a chance to unwind, not talk shop.
Respect their wishes and hone your business card etiquette by following these rules:
- Allow work to come up organically –– Wait until the conversation drifts to work before pulling out your stack of freshly printed cards. Don’t come off like a salesperson –– simply use business cards as a demonstrative tool, one your listener can keep.
- Perfect for reconnecting –– Whip out a business card the moment an old acquaintance asks to keep in touch. You’ll revive a long-lost friendship and take on a new advocate for your business all in one fell swoop.
- Don’t panic over running out –– Sometimes, having fewer businesses cards is best. Instead of handing out contact information and waiting eagerly by the phone, a low stock gives you the perfect excuse to take down other people’s info and proactively pursue business that way. (Pro tip: Be sure to partner with a print services provider that offers same-day pickup or delivery so you can replenish on the fly.)
2. Not your grandpa’s print marketing
Remember when businesses cards were just plain old white rectangles?
Break the cycle and take a risk by adding a dash of spice to your business cards. Color, for example, can differentiate your card from the conventional offerings sitting in a recipient’s pile. Features like ultra-thick card stock or raised print lettering could also put your business card in a league all its own.
Just remember: Legibility is everything. Don’t go so overboard with color and shape you detract from the contact information. Always balance your wild side with a touch professionalism so your brand doesn’t come off as frivolous. Looking to switch things up in small ways? Try thicker card stock or a matte finish instead.
3. The stickier the card, the better
Let us explain: “Stickiness” in marketing refers to the ability for material to make a long-lasting impression on a person, to “stick” to them tight and never shake loose.
When you get right down to it, business cards are one of many print products small business owners utilize to draw in revenue, like flyers, posters or reward cards. All of these different tools should work in unison with a central marketing initiative and support cohesive branding. Business cards are no different, and with just a glance should remind customers of what they like about your brand.
This holiday season, use your business cards to make the most of every connection!