When you get a business card, what do you
do with it? I appreciate a well-designed business card and know how much
thought, time and money small businesses put into them so I would feel guilty if
I just tossed them out. I actually have a really cute box in my office that
holds all the cards I’ve been given by handmade businesses over the
years. I am not the norm.
Over 80% of people toss the business cards
they’ve been handed.
Even with the respect and safekeeping I
give business cards, guess how often I look in that box? Almost never.
We’re connected to technology. We no longer
reach for the Yellow Pages when we need a business’ phone number; we go online.
You’ve got a website, social media pages
and *ahem* hopefully a Made Urban store. These will all help increase your visibility
online when someone types your business name into Google’s search bar. But the
purpose of handing out business cards is to stay at the top of our (potential)
customers’ minds and keep our contact info at their fingertips. They’re to be
picked up and put into our pockets, wallets or purses.
So how can you fill that purpose in a way
that fits in today’s digital age?
Get it on people’s phones.
We’re always connected to our phones.
They’re in our pockets or within reach and are the first thing we grab when we need
information but are not next to our computers.
How can you get your business info onto
Instead of handing out business cards at your
next craft fair, get shoppers to snap a picture of a sign that’s an enlarged
You could set it in a frame (glass removed to reduce reflection)
or mount it on some foamcore and hang or prop it somewhere in your space. You
can also use foamcore to add a note on a cutout that prompts people to use their phones and snap a picture instead of taking a card to reduce waste,
costs and keep your information handy.
I’m constantly looking in my phone’s photo
albums…..mostly to check out photos of my cat, but the point is, I’m way more
likely to come across your business if it’s on my phone than in a box in my
If you want people to think of you next
time they’re in the market for the products you make, your business needs to be
top of mind. The way to stay top of mind is to stay in view.
This is the reason companies pay a lot of
money for advertising. Brands don’t expect you to jump off the couch to run out
and buy their product after seeing their commercial. But they know if you see
their products and hear their name enough, they’ll be first in your mind when
you are shopping.
Think about one of the least interesting
things to shop for: insurance. If you had to look for a new insurance provider,
who would you think of? I don’t have a clue what’s out there aside from GEICO
and State Farm. They instantly come to mind due to the sheer amount of times
I’ve heard their slogans and jingles, seen their mascots and laughed at their
commercials. They’ve stayed in sight.
Your business needs to be seen after the
craft fair and what better way than to get onto shoppers’ phones?
I would suggest keeping a few business
cards to hand out to those who don’t have a camera on their phone or to include
with your purchases. The business card sign will be a fun way for your shoppers
to interact with your brand, attract some attention, save some money and stay
Check out another version of this idea that
simply uses a regular business card and adds a note next to it.
And if shoppers don't take a card or snap a pic? Well hopefully you've created a business, products and a display that shoppers remember.
If you immediately remembered GEICO's commercials when I mentioned their name earlier, it's because you made a connection with their brand. You may not have a strong connection with auto insurance....most people don't....that's why they've created a connection with people another way: through humor. This article will walk you through how to build a connection with the shoppers at your next craft show so you stay in their minds, even without a business card.
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