The Basics Of Business Card Marketing

One of the most frequent requests I have heard throughout my career is "May I have your card?" Whether it's a sales call or business-to-business (B2B) networking, the practice of swapping business cards is the most common way to make an introduction.So why do so many merchant level salespeople (MLSs) arrive at meetings and trade shows without them?

I'm always surprised when, during the "get to know you" part of a committee meeting, someone in the room announces they have "forgotten their cards." Or when someone visits our booth at a trade show and is unable to leave a card because they don't have any with them.In sales, forgetting your business cards is like forgetting your pants.

The most effective way I've found to remember people I've met is to retain their business cards.During our conversations, I often take quick notes on the back of the cards that I can refer to later, such as jotting down a reminder about something from our meeting, an action item I have agreed to or something they have committed to me.

Once back at my desk, I review the stack of cards.I write thank you notes, delegate action items, pass along leads and the myriad of follow up details that occur after a business trip.Without the cards, I'm left only with an attendee roster and pads of paper.

Your cards should include your name, phone number, fax number, e-mail and street addresses and company logo.This information should be produced in a color and font that are easy to read.I recently received a business card that had been printed with pale lavender five-point type in order to fit all of the information the proprietor wanted on the card.A lot of information was there, but I couldn't read it-even with my bifocals on!

Make sure you proofread your business cards before they are printed.You may think that the instructions you gave the person at Kinko's were clear, but did they set your information correctly?Here's an easy trick to use when proofreading to ensure what is to be printed is correct: Read each line backwards, from left to right and from bottom to top.This will force you to look at each word and number, instead of only skimming the information that you are so familiar with.

Also, have your cards printed on a paper stock that someone can actually write on.If your cards are plastic or a dark color they will be less useful to those who receive them, especially if they, like you, take notes on cards.While business cards that look and feel like credit or gift cards may be a novelty, they will most likely be tossed rather than kept as useful reminders for further action.

Check your sales agreement for instructions regarding logo placement on your business cards.Card associations and many banks and vendors have specific rules regarding the use of their logos.Additionally, be sure to include any logos (that you are entitled to use) that might lend further credibility to your business, such as from a trade association, chamber of commerce or Better Business Bureau.

If you conduct business in languages in addition to English, you might consider having your contact information printed on the back of your business card in these other languages.Or, you might add a line to your business card such as, "Se habla espa_ol."

Keep a supply of business cards in your wallet, briefcase, car, computer bag and desk, and invest in a simple business cardholder to protect the cards and keep them looking crisp and clean.

Most importantly, give your business cards away.

Many sales managers monitor their sales staffs' activities based on the number of business cards each rep collects during the day.You can easily rate the effectiveness of your daily routine by counting the cards your collect.You'll have a better idea of how many leads you're generating if you give a card each time you receive one.

Your business cards are one of the most productive pieces of collateral you will generate.Consider them the seeds of your business, and scatter them widely.

About the Author

Kishor Nayak is a Business Consultant working with International clients.

Did you find this information useful?You can learn a lot more about how

business cards can help your business.

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On The Campaign Trail - Leaflet Distribution In Politics

It's the biggest concern to any politician who wishes to see their ideas come to fruition; how do I get my message across to the most people possible.It's all very well having the best idea but unless you can get it into the minds of the voting public then it's no good to anyone.Of course one of the biggest mass media tools is television, but even this has restraints and drawbacks.You rely on people tuning in to listen to what you have to say.Unless you are already well know the chances of that are slim.

Leaflet distribution offers an effective alternative.
Television advertising costs big money these days.The need to look as good in high definition on some of the super sized screens that are on the market right now has meant that a badly produced commercial stands out like a sore thumb.As a result if a politician is going to undertake a TV commercial they'll need to hire the best people possible so that they portray the right image; clothes, location, make-up, sound...the list of things to consider goes on and the cost mounts up.

One of the other majors concerns of any politician is always money.Getting the most for your money, not wasting a penny and justifying any expenses are all at the front of a politician's mind when making any sort of decision.Leaflet distribution, then, has added attraction as a marketing or promotional tool.It is relatively inexpensive, can reach large numbers of people quickly and can be adapted to specific needs or requirements.

Throughout history leaflet distribution has been used in politics to influence decisions and get a particular point of view across.It has helped groups like the Civil Rights Movement and the Suffragettes achieve their aims and it has been used in every democratic nation on the planet to tell people why they should vote for a particular person or idea.It's probably the most cost effective and easiest way of reaching lots of people all at once.

In countries that are governed by oppressive or dictatorial regimes political leaflet distribution is at its most effective.The methods some governments go to in suppressing large groups of people are sometimes shocking and they are always carried out with a view to suppressing free thought and stopping discussion of new ideas.In that situation people turn to surreptitious means to get their message across.Because of the immediate nature of leaflets and their ability to convey a message quickly they are a popular tool among groups of radicals and campaigners, especially those who live under potentially dangerous political systems.

In Central and Eastern Europe the leaflet was an important propaganda tool in bringing about democratic change.Leaflets containing anti communist literature and images were distributed as a way of destabilising governments and making people aware that change was being planned.

The role that leaflet distribution played in bringing down the Soviet Union has added irony in that it was the Russian Revolution at the beginning of the 20th century that made the most of leafleting as a political tool.Before the October Revolution of 1917 its impact had been negligible.After the revolution it was looked at as a serious method of communicating a message and bringing about change.

In recent times it has been used to great effect in Korea, Bahrain and Nigeria.

About the Author

Dominic Donaldson is an expert in the marketing industry.

Find out more about leaflet distribution and marketing.

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