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Death of the business card?

IT IS a question that most modern executives ask themselves these days: have business cards become obsolete?

Certainly, the emergence of electronic communication like email and contact social media like LinkedIn and Facebook have had a marked impact on how people obtain one another’s contact details for business purposes.

Yet, most would also agree that when attending networking events like business seminars or indabas, the business card is still a ubiquitous presence.

As in the past, the cards are as much about a person’s status as a representative of their company as they are a vessel for relaying basic information.

While the convenience factor of making a contact through LinkedIn certainly should not be underestimated, the business card is indicative of the “personal touch” that is needed in high-end corporate networking.

Business cards still vital

For this reason, corporate trainers maintain the quality of a person’s business card is of vital importance.

Writing in Entrepreneur magazine, author John Williams said: “The preponderance of do-it-yourself online business-card printing companies is an interesting and somewhat troubling phenomenon. With limited exceptions, it’s fairly easy to spot an inexpensively produced card. When you choose to go cheap on your business cards, what message does that send to those with whom you wish to do business?”

These sentiments are shared by Eben Human, co-owner of Cape Town-based printing company Assignment 3.

“Although a lot of business does occur online nowadays, the traditional 90x50mm business card has definitely not lost its purpose in the business world,” said Human. “When conducting meetings, business proposals or interviews with potential clients, it is important that all your necessary contact details and business name is conveyed to the client. This easiest way without having to write it all down is by the use of a business card.”

Tips for business cards

To this end, there are a number of tips a business person should heed in respect of their business cards.

The first, is to know your audience. If you are dealing with a high-end corporate executive, the card should have classic traits like raised lettering and traditional colours like blue or black. However, if you are dealing with younger clientele then it is advisable to use louder, funkier colours.

Another consideration is to maintain brand consistency, that is, your business card should not be greatly different to the styling and branding of your website or company signage. Should you do this, the potential client will become confused and may not take your business seriously.

Finally, it is important that you understand how to use your business card. You should carry your cards with you at all times, and always give a potential contact your client more than one card so as that they may pass on the “extra” to their own contacts, who may very well require your services in the future.

Human explains a new trend is the mini-card, which contains your most basic business details but is finished with high-detail imagery. These are about half the size of the standard business card, but are of great value because they are usually exceptionally eye-catching in design and are able to easily be stored by the person you have given them to.

Another benefit is that they are cheaper to print because less ink and paper are used in the production process.

* This guest post is by John Harvey, the public relations head at Cape Town digital marketing agency Rogerwilco.

- Fin24.

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