|
Home / Business
Marketing ROI: Getting More Out of Your Business Cards
By:Samantha Hartley
The most important thing to understand about lines of communication with your customers is that everything is one. Everything about you communicates, whether you want it to or not.
Are you sending messages, or leaking them? Are you carefully crafting exactly what you want your intended audience to hear when they come in contact with a particular aspect of your business?
I want you to get a great Return On Investment from your marketing, more bang for your buck. So, let's look at one medium you probably are spending on already, but may not be using to the fullest.
How is Your Business Card's ROI?
Your most ubiquitous piece of stationery can be a powerhouse, but don't overload it. As with every other marketing activity, decide your intention for your card.
As I look now at some cards on my desk, I perceive these intentions: "I want my card to build my credibility." "I intend for my card to inform about ALL of my services." "I want to create a warm reminder of my brand promise." Sometimes, there is just the intention to provide contact info in a convenient fashion. That's under-utilizing this asset.
Business cards are the best value in the advertising medium. They're small, personal and usually hand-delivered. They're one of the first impressions you make. Most people will hang on to your card, even if they throw your brochure away.
At minimum, your card should contain the essence of your brand. The card's look and feel should be in harmony with the unique identity you are cultivating for your company. Whether you deliver it in person with a smile and a handshake, or it is passed to someone in a referral from your happy client, it should make a strong impression for you, consistent with all the other experiences someone could expect from your company.
My intention for my business cards is: "May these cards find their way to those who could be helped most by what I do." I think about that when I meet someone and hand them my card.
Be careful of leaking accidental messages. If your cards are flimsy, poorly printed or out of date, people might draw some conclusions about your attitude to your business - that you're cheap, inattentive to detail or not serious about your work.
Your card should include your brand promise (Value Statement), which may take the form of a tag line or slogan. This quick benefit statement will be a reminder each time your intended audience views your card.
Beyond brand essence and brand promise, what you include on your card depends on what the recipients of your cards need to know. Basic contact information is good, but don't list ways of contacting you that you don't prefer. For example, if you're seldom in your office, why list a land or fax line? If you don't have open office hours, you can leave off the physical address.
However, consider the impression made by having, or excluding, any of this information.
If you have a web site, definitely include it on your card, since that's making the best use of both of these assets.
Action plan: Assess your card's effectiveness against your intentions for it. How does it measure up? Could it be working more effectively for you?
Digg
del.icio.us
Blink
Stumble
Spurl
Reddit
Netscape
Furl
Article keywords: marketing, small business, branding, marketing tips, marketing ideas, marketing plans
Article Source: http://www.articles2k.com
Samantha Hartley of Enlightened Marketing helps socially responsible entrepreneurs who are struggling with peaks and valleys in their businesses to generate a consistent stream of new, profitable clients. For FREE marketing tips sign up for our eZine at http://www.enlightenedmarketing.com
|
|
| Top Business Articles |
- 1). A plus C Systems and Affirmative Insight, Inc. announced an exclusive partnership. By : Bartosz Lewandowicz
Affirmative Insight Inc. provides information technology solutions in the areas of IT security, networking, service and support, e-business, web design, web hosting and software development. By partnering with A plus C Systems, Affirmative Insight, Inc. expands its offer with a comprehensive suite of software products – Uplook, Statlook and Anasil – tool kit for IT asset management and network monitoring.
|
|
|
- 3). The Thick Line Between Buddy And Boss By : Tim Knox
Q: One of my key employees is giving me trouble. He has started showing up late for work and has developed a bad attitude in general. The rest of my employees are complaining since they are having to take up his slack. I've tried talking to him, but he doesn't seem to listen. To make matters worse, he has become one of my best friends since I hired him five years ago, so firing him is out of the question.
|
- 4). The Man Who Makes $1 Million in Affiliate Commissions By : David Kamau
His success is phenomenal. Well, not many can claim to make $1 Million a year in affiliate marketing. And at only 27 years of age!
His name is Jeremy Palmer. Until recently, he was virtually unknown in the marketing circles, simply because he preferred to make his money silently.
Now this Jeremy guy has written an ebook about his affiliate marketing techniques.
|
- 5). Overcoming Obstacles By : Debbie Milam
Discover how a young woman overcame serious life challenges through connecting with her inner spirit.
My story begins 38 years ago in Queens
|
- 6). International Investment In Bulgaria Still Strong By : Tim Wright
The strong growth in the Bulgarian economy is continuing and this is emphasised by the confidence in the market shown by companies such as GE for example.
GE Commercial Finance Real Estate recently announced it will be acquiring a 50% stake of the Mall of Sofia. The Mall is an enormous trade, business and entertainment centre currently under construction in the heart of the capital city.
|
|
|
- 8). Should we believe the experts? (Part III) By : Mike T. Davis
Why do we use experts? To predict the future. Consider a patient who is asking a physician about the future effects of a certain drug, or the investor who is asking a stock analyst about the future prices of a certain stock, or the manager who is asking a human resource manager about the future performance of a certain candidate, or the brand manager who is asking a market researcher about the future sales of a certain new product.
|
|
|
|
|
| New Business Articles |
|
|
|
|
|
|
|
|
|
|
- 6). How To Find Low Cost Items That You Can Resell For Profit By : Gregg Hall
The key factor in the success or failure in a business that specializes in closeouts, liquidations, or selling products on eBay is finding items at good prices that you can make a profit on when you resell them. Contrary to popular belief it is when you buy the item that you make your profit as what you pay for something is what determines how much your end profit will eventually be.
|
|
|
|
|
|
|
|
|
|
|
