Page 240 - Duct Tape Marketing

224 Part IV: Getting the Word Out without Advertising

Use your cards liberally, following these tips:

ߜ Print a supply of business card masters. These can be quickly imprinted
with the names and titles of new or promoted staff members. Doing this
isn’t necessary if you have an inexpensive single-color card, but if you
invest in specialized ink colors, embossing, or foil stamping, print a large
supply all at once, dramatically reducing your unit cost as a result. Leave
the excess supply uncut and in storage at the print shop, to be imprinted
in small quantities as needed.

ߜ Give a stack of cards to every employee. First of all, it’s great for staff
morale. Second, employees can use their cards to introduce your busi-
ness to their friends as well as to their business contacts, and you’ll reap
the cost of the cards many times over.

ߜ Consider printing a map to your business on the back of your card.
Maps are especially important if you’re an out-of-the-way retailer or a
service business with drop-in clients.

ߜ Add value to your card by imprinting the flip side with useful informa-
tion related to your business. For example, a mailing service company
might include a schedule of postal rates. A retail outlet or visitor attrac-
tion might print open hours. A fine-dining restaurant might imprint the
dates of the current year’s holidays, so patrons won’t forget Mother’s
Day, Father’s Day, and even local events such as the high school proms
or regional festivals.

If you print both sides of your card, keep the most pertinent information —
your logo, name, title, and contact information — on the front. Many people
keep business cards in files in which only the front side is visible.

Weighing the Benefits of
Advertising Specialties

Advertising specialties are ubiquitous little mind-joggers for your business.
They include a wide range of giveaways including pens, pencils, refrigerator
magnets, mouse pads, matchbooks, notepads, paperweights, pocketknives,
calendars, calculators, T-shirts, golf towels, and a long list of other items that
can be printed, engraved, embossed, or emblazoned with a business logo.

They’re also called tsotchkes or SWAGs, which stands for “Souvenirs,
Wearables, and Gifts,” or (to trade show attendees) “Stuff We All Get.”