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223Chapter 14: Brochures, Promotions, Trade Shows, and More

Building business with gift certificates

It’s astonishing how many small businesses make a gift certificate request
seem like an inconvenience, when actually it is the sincerest form of cus-
tomer compliment. If someone wants to give your business as a gift, roll out
the red carpet. Here’s how:

ߜ Create a gift certificate form. This form can convey the details of the
gift while also enhancing the gift’s perceived value simply by its creative
presentation. Use quality paper, a professional design that matches your
company image, and a look that is appropriate to the nature of your
business offering.

ߜ Deliver it to the buyer in an envelope or a gift box. The gift certificate
buyer is a current customer making an effort to bring a new person into
your business. Reward the effort with a package that flatters both the
gift giver and your business.

ߜ Keep track of the names of both the gift buyer and the gift recipient.

ߜ When the gift is redeemed, be in touch with both parties. Reinforce
your relationship with the gift buyer by sharing that the certificate was
redeemed and that you and your staff were flattered by the gift choice.
Send a separate mailing to the gift recipient, welcoming that person to
your business and enclosing an offer, perhaps an invitation to a free sub-
scription to your newsletter, a special new customer invitation, a fre-
quent-shopper club membership, or some other reason for the person
to become a loyal customer of your business.

ߜ If the deadline is nearing on an unredeemed certificate, contact the
gift recipient. Offer a short extension or invite a phone or online order
to build goodwill rather than let the certificate lapse.

Papering the market with business cards

Even the highest-quality business cards cost only a few cents each. You’ll be
hard-pressed to find a more economical way to get your name and brand
image into your marketplace.

To create a business card that makes a quality statement for your business,
use a professional design, careful type selection, quality paper, good printing,
a good straight cut (nothing looks cheaper than a card with a crooked cut),
and good ink colors. Unless you’re certain of their design talents, don’t ask
staff members or quick-print shop designers to create your card. Invest a few
hours with a graphic designer to achieve a distinctive, professional design
that enhances your company image.

Be sure that the card features your business name and logo, your phone
number and contact information in a type size that can be easily read, and
either a slogan or tag line or a short list of your business offerings.