The Tribune

EVERYTHING we do in business today is digital, whether it is sending mail, signing contracts, attending meetings or even networking. But the business card is one thing that digital will not fully replace any time soon.

Business cards are relatively inexpensive, making them a cost-effective marketing tool for small businesses on a tight budget. A local printing company can often produce hundreds of business cards for just a few dollars. Business cards can go wherever you go, making them an essential mobile marketing tool if your business requires you to travel frequently.

If you often attend industry trade shows or business conventions, for instance, business cards can facilitate the process of establishing and maintaining contacts that can lead to future commercial opportunities. Here are some more reasons why the old school business card is still important, and why you should have a pocket full of them at all times.

Exchanging contact

information digitally is

impersonal

Networking is about making genuine connections. Sending contact information via text or e-mail on the spot is convenient but also extremely impersonal. Engaging in eye contact and actual conversation is how real relationships begin.

Two individuals with their heads buried in their phones, typing away, will not create any kind of significant memory from the encounter. You can easily transfer the information from a business card to your mobile device after the conversation.

Business cards are the

most effective direct

marketing tools

E-mail marketing, search engine optimisation and paid media all do a great job of attracting leads and prospects, but they are still not as effective as an in-person meeting sealed with a hand shake along with a business card exchange.

You can encounter a potential lead or contact at any time at trade shows, industry conferences or airport lounges. Arming yourself with business cards at all times will ensure that you never miss an opportunity to make a valuable business connection. Keep some in your pockets, wallet, money clip or laptop bag so that the next time you encounter a prospect you are prepared.

A business card is a first

impression of your brand

When you meet someone that could potentially be a great prospect or connection, you want them to walk away with a great first impression. A memorable business card does a lot more than just pass on an e-mail address or phone number. When I make a connection via my business card, I do not want my brand associated with the word “cheap”. A retail store trying to make a great first impression would not create a store front sign with a piece of cardboard. We should adopt that same mentality when it comes to our business cards.

Our goal should be to make a memorable first impression, and also act as a great ice breaker. Always strive to end a conversation while handing over a business card. A unique business card will actually fuel the conversation even further.

Creative business cards

get shared

A business card is a physical object that a potential prospect leaves the encounter with. Your brand stays with them.

If you meet a prospect, and exchange e-mail addresses and phone numbers, you each walk away with another contact on your mobile phone and it ends there. If you hand over a creative business card that makes a great impression that person is likely to show it to other people - placing you and your brand in front of additional prospects.

Business cards show you are prepared

Have you ever had someone write their contact information on a cocktail napkin and hand it over to you? How about someone that had a mobile phone with a dead battery? It is not the most professional approach.

If you met two individuals, and one was scrambling to find a pen and something to write on, and the other person simply pulled out a business card, who would you want to do business with? Showing that you are prepared at all times is a great indicator that you are professional. Develop that instant rapport and give them a chance to follow up with you immediately without having to reach for a pen or their phone.

Conversations will still end with: “Let me give you my business card” or “Do you have a card?” Luck happens when preparation meets opportunity. Never be caught unprepared; your business will thank you later. Until we meet again, fill your life with memories rather than regrets. Enjoy life and stay on top of your game. NB: Columnist welcomes feedback at deedee21bastian@gmail.com

ABOUT COLUMNIST: Deidre Bastian is a professionally-trained graphic designer/marketing co-ordinator and certified life coach with qualifications of M.Sc., B.Sc., A.Sc., She has trained at institutions such as: Miami Lakes Technical Centre, Success Training College, College of The Bahamas, Nova Southeastern University, Learning Tree International, Langevine International and Synergy Bahamas.