When you’re given a business card at a craft fair, 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 and so 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 perhaps an Etsy shop. 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 your business card 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. So getting your business’ information onto people’s phones rather than handing out a card is a great way to help them remember you and to save costs.
How can you get your business info onto peoples’ phones?
Instead of handing out business cards at your next craft fair, get shoppers to snap a picture of a sign that’s an enlarged business card.
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 rather than in a box in my office.
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. And 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 number 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 in view.
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. You’ve gotta make sure you’re not just another jewelry, soap or scarf vendor. You’ve gotta become THE jewelry, soap or scarf vendor selling…..well, what is it that makes your business unique?
Get the FREE worksheets and guide that will help you create a memorable business and display.
From finding your USP (unique selling angle – unfortunately being handmade or made by you isn’t unique enough, check out 3 MISTAKES HANDMADE BUSINESSES MAKE WITH THEIR USP), defining your brand, determining the story you want to tell that will stick in shoppers’ brains and encourage more sales, to grabbing attention and perfecting your sales pitch, you’ll find it all in this FREE challenge.
Think of it this way; if a shopper didn’t grab your card and contacted the event organizer to find out your company name, could they describe your products and brand in just a few words? For example, a jewelry vendor with the white and teal booth selling only turquoise pieces. The soap vendor whose booth looked like a candy factory and sells candy scented soaps. The scarf vendor who uses cruelty-free wool.
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.
You also don’t want to leave everything in their hands. Even if a shopper were to pick up your business card and hang onto it or put your business info in their phones, it still leaves you sitting by the phone…..well email, waiting for their message. Make sure you use the tip in this article too so you have a way to get in touch with them.
And anyone selling any type of product at any craft show should be following the laws:
My FREE 5 day challenge will walk you through building a display that shoppers notice as soon as they walk in the venue and will be sure to remember long after they leave. Sign up for the FREE challenge below: