pugdog
Administrator
Jul 7, 2004, 7:47 AM
Post #1 of 1
(4250 views)
Shortcut
Private Reply
|
|
Business Cards
|
Can't Post
|
|
They are your most effective tool. Small pieces of paper the world is used to stuffing into wallets, rolodexes, pockets, between pages of a book, staple to ad sheets, and more.
Don't fight it.
Don't spend a fortune on expensive cards either. Nothing says expensive, flashy cards work *better* than simple black on white stock. They work differently, and if you have a logo and colors, they can carry your image through, but use expensive cards sparingly, where *image* is important.
use less expensive, mass-market cards where the MESSAGE is important, and make sure you get your message out!
If you can combine both into one effective tool, so much the better.
My grandfather used to print up thousands of cards, as cheaply as possible. The lowest, bare-bones come on price you could get. 1000 for $6 (at that time). Or similar. Black on white. He got 10's of thousands per year and handed them out by the handfull to his target market. Left them with counsulates, local shops, and anyone who could possibly refer a customer. Of course, his incentive to them, was if they identified themselves to him, he gave them free service. Of course, his product at the time was 2 passport photos for $3.50, but it was something that made them feel special -- and it got his cards out. He didn't care how many got thrown away, only how many paid off.
I remember a discussion on another board, about craft fairs and business cards. People were complaining that people took their cards -- or two cards -- and one guy said he didn't give out cards any more because he had someone take a card and write something down from the vendor next to him on it. I couldn't believe what I was hearing!
If I could put a card into EVERY hand at the craft fair, I would have! I give people cards as they pass by. Some read the card, and come back to look. Others refuse, or just put it in their pocket. Sure, some hit the trash can (and it pays if you are NOT near one) but I even had my kid stand by one and take the cards back. :) You should have seen how many people put the card back into their pockets ;)
But, that "I don't give out cards because he wrote something on it" story stuck with me. At my last fair, we were going to be the only bead vendor at a fiber show. So, people were not expecting us, and we'd probably not have a great show. So, on the back of the business cards I took, I printed a "NOTES" title, and some faint blue lines. Like a mini note pad. (having a color laser printer helps, but any color printer can do). (Oh, yes, we print up our own cards. More expensive? A little, but we can change them at a whim, and create special cards for any special event we go to to track -- or target.)
They were a hit! We now print up all our cards with the note pad, and when people ask us for something -- even a referral to another shop, or web site -- we write it on the back of the card.
Why? When my dad saw the cards, he said, that every time someone takes it out, they see your card. *NO* I replied, and picked up a card, and looked at the "NOTES" side -- "Every time they take out and look at the card, they are showing it to OTHER PEOPLE"
Business cards are effective. Very. Yes, they cost a little, but you'll never know how much they cost til you STOP giving them out.
Current printer technology and card stock let you print up your own cards easily, and give everyone in your shop personalized cards, as well as a basic shop card, and one for you as owner. Even "gift" cards, "courtesy" cards if you make a mistake with an order, a customer forgets something and has to come back, say you are sorry, and give them a "FREE" or "DISCOUNT" item on their next order. Maybe a free class. You fill an empty spot, and make a materials fee on the deal.
If you know you will use 1000 or more cards at an event, get them mass printed, it might save you some money.
If you have a good color set, or theme, or image, get the store cards printed up fancy.
Some of the printing places, like Kinkos, can print up a "base" card, then over print a different person's name on small amounts. so, you can get 10000 or more of the basic fancy card printed up, uncut, then they can take 100 sheets, or so, and print different names on them. This technology is expanding, so more and more locations and printers can do this. Some on-line printers can too. You print up a large amount of the base color/information, they hold them, and overprint different names as you need them. You save and short batches, and they keep your business. It works for everyone.
But don't go overboard! A cool business card may attact attention, but unless there is *REALLY* something cool about it, it's just a business card, and will get filed, transcribed, thrown out, etc.
When visiting a shop, or potential sales outlet, it pays more to leave 5 clear and informative cards, than one very pretty one. If the person you talked to liked the card, maybe they'll put it in THEIR drawer, rather than the main company file. It does no good there. Giving 5 cards, lets them figure out where to put them, or what to do with them. We like to get at least two cards. One goes in the main file, and one goes in the register, or "current" file to review.
If you would like a shop to give out your business cards, bring with you a desktop business card rack. They are cheap, as little as $0.50 in office discount stores. Fancy ones can be had on clearances, or sales, at different times. Pick them up, and give them out. We got a bunch of the Lowell Cunningham(?) designer card boxes on clearance. They have a frosted glass front, and a solid wood back. We laminated our cards to the BACK of the holder, and handed them out to shops we know would give out our cards. They can either put their cards in the holder, or our cards, but either way, our card is visible to them. Sure, not for every shop, usually ones we have good relations with, but it's EFFECTIVE.
Our cost with laminating our card onto it and everything was $4 or less. It was $10 card holder originally.
Be creative, keep your eyes open, and use BUSINESS CARDS rather than more expensive or odd items. People like business cards. They also like pens (another good advertising venue).
But, don't think because someone takes your card and doesn't call, or takes your card and writes something else on it, your card isn't working. That's a plan for disaster....
(new IBM Thinkpad is coming tomorrow, so hopefully the typos will go away... this one is falling apart as I use it. Don't buy DELL!)
PUGDOG's Rock & Bead Shop
Pittsburgh, PA 15217
|
Bead Banter
SEARCH
WHO'S 
LOG