Business Insights: The mini billboard
Posted on Tue, Jan 18, 2011
In 
the cut-throat world of business competitiveness, creating a strong, positive and memorable presence is the key to survival. Whether you are an executive in a large company or a part-time estate agent, the business card is an effective communication and marketing tool.
But like any tool, it must be used properly. E-mailing as well as social networks are now di rigueur and we carry cell phones with a plethora of applications. But there are two reasons why business cards remain indispensable:
- The simplicity of paper. No operating system required, no batteries to run flat. Also, as humans we are drawn to all things tactile.
- Marketing Power. Business cards are often the start of a marketing interface with a potential client. Business card design and etiquette has yet to supplant the digital realm.
This diminutive 90mm x 50mm mini-billboard can be kept in a purse or pocket. Its colour and logo represent your business, and invites clients to contact you. Unless a client has an outstanding memory or pen to write everything down, you will be soon be forgotten in the sea of suitors vying for their support.
Because of this representation, your card should not only provide essentials but should also speak for and about you. Not just in a written sense, rather the overall image should be aligned with your business objectives. Business experts provide these 2 important points to remember:
1. Keep the details updated. It is estimated that over 80% of cards contain inaccurate information. Since contact in the digital age is mostly via e-mail or telephone, fax numbers and postal addresses are no longer necessary. Nor is a 17 point list of services you provide. Be precise and concise.
2. Availability is key. Unless you are swimming or diving, carry your business cards with you. Some of the best opportunities for networking are outside business hours. But, while you may be tempted to whip out a card every time you meet someone, etiquette suggests its best to offer your card:
- When someone asks for it or when you ask someone for theirs;
- At the conclusion of a meeting with a client; and
- After a meal or networking function, offer your card as you leave.
If your card conveys the proper message you will be remembered for the right reasons and will support your professional persona. Choose a style that’s appropriate for your business, industry and personal style.
When designing the card consider:
Uniqueness – if your card doesn’t stand out in a pile of other cards, chances are people won’t remember you. You need to make your card different.
Typography – fonts have a voice, so choose one that best represents who you are and make sure to choose one that is easy to read.
Feel – appeal to the sense of touch. The thicknesses of the card, its texture, glossy or not all make an impact.
Colour - Blue, the symbol of water, harmony, honesty, and knowledge is also considered the global colour of business because it is associated with reliability. Black and its links to seriousness, elegance and authority may be characteristics you may want to project for your business. Yellow is the colour of vibrancy, summer, cheerfulness and a sense of humour. Red is the colour of excitement, warmth and intensity while green represents that which is fresh, environmentally-friendly, natural and pure.
To Photo or not to Photo. People generally remember faces far easier than they do names. Real estate agents work in a highly competitive environment. If one card has a photo and another does not, which agent will the seller likely remember?
Staying memorable. Allow for some blank space for your client to write a note. It does make it essential for purposes other than just your details and may be kept longer for the written note.
For your clients or potential clients to keep you top-of-mind, consider a magnetised card for the fridge door where they'll ‘see’ you countless times a day. Alternatively have a smaller version of your card enclosed in a perspex key-ring. Your choice of business card is limited only by your imagination!
Finally, when you have the opportunity to provide a business card, make sure that you ask for the client's card as well. Professionals often overlook the importance of demonstrating an equal interest in the person who requests their business card. Although it may seem insignificant, take a moment to review the other person's business card and offer a friendly comment. Your interest in their card will only encourage them to view your business card with equal appreciation. That way your mini-billboard can get to work!
Dieter Deppisch
Head: Research & Development, Knowledge Factory
12 January 2011
Postscript: Nothing is more effective than knowing who your clients are and ensuring they know who you are. Knowledge Factory’s suite of demographic segmentation tools is used by professionals in all spheres of business to align products and services more efficiently. Go to www.kf.co.za for more insights.