Remember the lovely sound of ca-ching? We hear it less frequently these days. Retailers may be suffering more than many other businesses during our current economic depression. (Depression in this case being a common psychological state, whether or not it’s the official label for today’s business climate.)

Traditionally, high-volume retail operations don’t use many business cards, but specialty retailers have for years, in fact, long before the ubiquitous frequent buyer card craze.

Maybe it’s time to review what full color business cards can do for retailers.

They can help build new product or service lines.

(Ex: Did you know we carry Webkinz? New arrivals every week!)

They can generate repeat visits.

(Ex: Present this card on your next visit to save 20% on your order!)

They can increase referrals and survey your customers.

(Ex: Find what you need? Tell a friend. Left empty-handed? Please call and tell us what you need – we want to help!)

Because many retail employees work part-time, are students, or don’t necessarily devote themselves to what they consider a temporary job, shop owners need to consider how the employees will be able to use the cards successfully.

If simply sticking a card in the bag with each customer’s order is the realistic best your employees can do, you’re going to have to design your card to do a great job.

Slow down.

Tossing a card in with a customers’ orders or sliding it across the counter while simultaneously reaching for the ringing phone sends a message. It’s here’s-your-card-we’re-almost-done-with-this-transaction-gotta-go.

It does nothing to address the importance of the transaction or make the customer feel special, or even the slightest bit appreciated. If you follow motivational speaking and leadership trends, you know an enduring refrain is “When you deal with things, it’s a transaction; when you deal with people, it’s a transformation.” (See what Steve Roesler has to say about it, here)

Don’t ask, “Would you like a business card?”

Instead, say, “May I give you a business card?” You’ll sound polite, which makes your customer want to be polite, too – too polite to refuse the card. Later, when they linger dangerously near the trash can with your business card in hand, the echo of your sincere question will grant your card a spot on their desk rather than in the can.

In marketing, nothing is negligible. Every small thing counts. So do business cards.

The business card cannot speak volumes. But it is the first impression you make on your customer. It reflects the personality of the organization. It can be young and happening. Or it can be mature and graceful. It can highlight your character. That is what grabs the first level of attention from the prospective customer.

The customer should be able to relate to your organization. You don’t always get the chance to talk to him for half an hour to create that impression. All you get is the two minutes and an opportunity to give the business card. That tiny card has to do tough job of dragging the customer back to you. He will come back to you if you interest him. To generate that interest, your card should act smart. The card should tell in a nutshell what your organization stands for.

A plain basic format can possibly contain the same level of information as a designer card. But there are atleast a dozen others who are in the same business. Why should the customer pull out your card?

There is a limit to the printed information that a business card can contain. It will have the person’s name, designation, and contact details. That is what everybody gives. How can you differentiate?

A professional graphic designer can come up with a design that can subtly indicate the line of work the organization is into. This has added importance if you are start up or a small firm. Choose a different paper type. Handmade paper is a good option. The font and color should go with the character of the business. If your organization is trying to capitalize on its hundred year old legacy, a loud colored card might not be the right choice. But remember, there is no such universal law. If you are super smart, you can turn it around and still create a great card. The only limit is the one imposed by your own imagination.

Innovative artistic ideas can add to the impact of the card. The space on the small card offers myriads of possibilities. If you have decided on the front side, work on the back of the card. No need to waste that space; it can be fruitfully utilized. A quote, poem or small cartoon printed at the back can make your card stand apart.

Do not forget the logo; and may be a small caption under it.

The sole purpose of the business card is to make the prospective client take a note of your card among others. Bet on a “different” card.

A business card is an essential part of your branding. The impact it can bring in often under estimated. It leaves an impression in the customers mind on what you can do. It creates a genuine personality image. Tell what is different in your firm. Tell them that you are vibrant, or reliable.

A designer card can cost you a little extra. It is still worth it.

Now that you have those shiny new business cards, what will you do with them? Far too many people leave their cards sitting inside of the box that they came in. Not only is this a waste of time and money, it is also the farthest thing from a good marketing strategy. Instead of leaving them inside of a box or locked away inside of a drawer, learn how to make your business cards work for you on a daily basis.

First of all, invest in one or two sleek business card holders. Taking your cards out of a new card holder always looks better than removing a few crumpled cards from your pocket. When someone else hands you their card, take the time to put it inside of your card holder – this will show the other person that you are handling their card with care and attention.

Next, keep your cards inside of pockets, wallets, and purses. Get into the habit of putting a few cards into every jacked pocket that you have – you never know who you’re going to meet! It’s also a good idea to place a few cards inside of your car. When you keep your cards handy, you are far more likely to hand them out regularly.

Now you’ll want to think about ways to network. If you are offering a local service that many people in your town might find useful, consider placing a few cards on a local restaurant or supermarket bulletin board. If you want to be even more selective, try and think of those locations that are in direct connection with your business. For example, if you offer homemade meals to go, then a local gourmet food shop might be a good place to leave a couple of cards.

Finally, never give up an opportunity to hand out a card or two. Whether you are sending a postcard or writing down a phone number, always think of ways to get your card out there. You never know who might pass along your card, or who might be interested in the services that you offer. Business cards can really be effective marketing tools if you know how to use them the right way. No matter what you decide to do with those cards, make sure to get them out of the box that they came in – they won’t generate any business if they can’t be seen!

Despite their size, a person’s business card is one of the most powerful marketing tools you can use simply because it is a reflection of your personal branding process and is typically the first thing people see regarding you and your business.  Additionally, having business cards goes beyond identifying what you do for a living simply because it is an identification tool.  You always distribute these to people whether they ask for them or not.  Simply stated, they validate what you are all about and are fundamental to the survival of anyone’s business.

It is critical that your business cards have all of the proper contact information printed on them – i.e. your name, the name of your business, an e-mail address, and a website URL (if you own one).  Additional information would include your motto or slogan which separates you from anyone else engaged in your particular endeavor, a phone number, city, state, and zip code.  By listing all of this information, you are giving the potential client or customer, all the contact information they need in order to follow up with you.

Here’s a critical issue that most people don’t realize.  If you don’t have a domain name with your e-mail address attached to that domain then you really aren’t branding yourself.  Domains and domain names are available for around $10 annually and these are critical for keeping your business cards brand-focused.

Additionally, business people today brand themselves and their product on their business cards by including their company logo.  Another aspect involves “social networking“, a technique that individuals use as part of the branding process.  For instance, if you are a member of Facebook, Linkedin, or Twitter, you would want to include this information as well, especially if you are using these sites for business networking.

7 Critical Aspects to Consider

• Black and White may be the standard but it isn’t very exciting and doesn’t draw enough attention. Conversely, you don’t want to go overboard with color either.  A splash of red on a black-on-white business card draws a person’s attention.

• Too many graphics defeat the purpose. Not only that, they distract a person’s vision away from the two key elements – brand focus and contact information

• Keep the font at a readable size. Remember that the older we get, the worse our vision gets.  If you want people to contact you, the size of the font is critical and should look more important than just being put on the business card as an afterthought.  Granted, your logo is an important aspect, but they can’t contact you if that is all they see.

• If you use a personal photo on your business card, keep it up-to-date. If your hair is greying or thinning (oh, say it isn’t so), then why would you want a 10-year old photo on your business card that no longer looks like you?

• Business cards that are not the standard size (2″ x 3½”) attract more attention. Just remember how critical being able to read your contact information is when you experiment with odd shapes and sizes.

• Use the back as well as the front of your business card. Why leave the back blank when you can put that blank area to good work by printing a message that enables people to remember you and what you are all about? Remember, you are investing in yourself and your brand!

• Avoid using websites that advertise free business card stock. You’re better off spending a few extra dollars and having custom business cards printed, rather than running the risk of being at a networking event and seeing other people with business cards that look just like yours.  Besides that, these websites typically have their name somewhere on that business card to promote themselves as well.  That’s why they are free.

Business card upgrades usually carry subtle changes in design, at most a reformatted address box, or elevated text. One upgrade often overlooked is lamination, a coating of plastic designed to protect the card from wear and tear.

One of the upsides of lamination is that you are guaranteed to save in reprint costs because of battered cards. Additionally, lamination gives off an added dimension with sleeker designs that could help it stand out from other business cards laying on the slush pile. When you are at a trade fair and your potential business partners get handed dozens of business cards, it helps to stick out from the conventional format.

The downsides to laminated business cards is that writing on them can be a hassle. You´ll need a marker to write on them . A business prospect could easily become annoyed scribbing additional information about you on your card, so there´s the small chance you will be forgotten. Another drawback is the added expense; more writable plastics can be had, but cost more per card.

All in all, lamination helps lower printing costs, offers longevity to your brand, and  protects not only the card, but your valuable future business contacts.

Handing the meishi, or business card, in Japan is strict business. Unlike the US, exchanging business cards is downright ceremonial and often confusing to the first time visitor. For starters, exchanging business cards is considered the first step in many business meetings. Leave it home, and you might as well go home.

In Japan, much attention is paid to both the handling and customary greetings that come with exchanging business cards. An exchange begins with a bow, where the lower the bow, the more ¨respect¨ you show for the other individual. The same goes for the actual exchange, where ¨lower status¨ business people extend their business cards lower than his ¨superior.¨ A general rule is to hold your bow as low as your partner initiates his. Immediately after bowing, you want to hand your card with the writing facing him with BOTH hands (card upside down to you) This is known as a courtesy, and is a far outcry from more casual US business settings where business cards are often handed with the same fashion as frisbees.

Another rule in Japanese business card etiquette is the ¨review.¨ A cursory glance at the card is not enough! Take your time in looking over the information, pronouncing both name and title for added effect. Shoving the card in your pocket or writing notes is grounds for a bad impression. To beat the language barrier between US and Japan, the Japanese encourage the use of dual sided cards, one in the English (or your native language) and the backside in Japanese. See this video in Japanese to get a visual idea:

If you are going on business in Japan, be sure to carry plenty of business cards, as that is the first point of contact even in non traditional business meetings. If this procedure seems complicated to you, practice in front of a mirror with a friend, with no fumbling. The success of your business deal could depend on it.

I’m sure it is already pretty interesting to work for Lego, but getting your own custom lego business card is just awesome.

Imagine handing these out?