Evolving technology has changed the way we do a lot of things. Just recently, I found myself explaining the concept of a “jukebox” to a fourteen-year-old, and I am regularly ridiculed by anyone within earshot when I say that I “taped” a television program. One thing technology hasn’t been able to knock off yet, however, is the lowly business card.
Business cards: Busier than you think
Historically, business cards have been around since the 1400’s, and while they’ve served both business and social purposes, no QR code, email, Bump or NFC app to date has managed to turn the business card into a museum piece. That’s actually good news for you, and here’s why.
Every day, printers churn out more than 27,000,000 business cards. On an annual basis, more than 10 billion business cards are printed in the United States alone. The vast majority of cards – maybe 9 out of 10 – are thrown out within a week of being received. Yes, your business card has a secret life. And it works a little harder than you realize. Most potential contacts who toss out your card do so because they either don’t need what you offer, or don’t need your contact information. But almost 10% of the people who toss your card in the round file add your information to their digital contact manager. Your information lives on, even though the card itself doesn’t.
So, if most of your cards hit the trash, why bother with them at all? This is the good news and it’s why you should pay special attention to your business card – for every 2,000 business cards distributed, company sales increase by 2.5%. Better still, people tend to hold on to a color card ten times longer than they hang onto standard white business cards. Translated, that means color business cards may get retained for 2 to 3 months before they get the gate.
Retention is key to getting the best possible return for your business card, so here are a few tips to give your business card a leg up on the competition:
Use legible type. Business cards are small, but the type should be exceptionally reader-friendly. Making your business card hard to read is just about guaranteed to earn your business card a spot in the trash.
Avoid fatal design flaws! Poor color combinations, no color at all, flimsy paper stock, and cheap production all let the prospect know that you don’t care much about your business cards, and if you don’t care about them, why should the person holding it?
Use standard stock sizes. Business cards with irregular shapes and sizes, or that don’t “file” well, don’t sit well with people who tend to save business cards. Your card actually invites prospects to throw it out. Use color, high-quality stock and good business card design to impress prospects and get them to hang onto your card.
Grantstreet Creative can design professional business cards for your business and your staff, printed on the high quality stock that prospects appreciate. For more information about business cards and other professionally designed marketing materials, contact our Creative Director, Dave Ramsell or give Dave a call at (330) 243-0651 to set up a consultation.
Photo Credit: evobrained, via StockXchng