While business cards may seem like an optional addition to your trade show, if done right, they can be very significant to your success at the event. This small detail can not only expand your business but also keep your company’s name at the top of potential clients’ minds. Whether you’re making your own business cards or having them made, make sure to read through these tips on integrating them into your trade show.
The key idea here is: the simpler the card, the better. More often than not, business cards are the last step to hooking a client to your company. Rather than being a promotional tool used to convince the potential customer to try out your brand, they are used as an informational note to help the customer reach out to your brand when they decide to do so. With this in mind, it makes sense that the best route to go when designing your business card is to make sure that it is clean, clear and easy to read.
The best business card designs will have the least amount of information. Since most people just want to quickly find the information they need, a simple phone number, address and email in addition to your company name and logo should be more than enough. Anything else will just act as clutter, which may lead to people not bothering to read through the card at all.
What you have to say is extremely important, but how you say it can make or break the success of your business card. When it comes to font, choose one that is clear and easy to read. While fancy cursive fonts may seem to be aesthetically appealing, unless the font is part of your company logo, we advise staying away from these types as they can be hard to read.
When it comes to color, it’s best to stick to no more than two or three colors. Maintain a simple color scheme, in line with the simple design, to keep people from getting a headache. You may use color to emphasize certain bits of information on your card and to help it stand out from the others in your client’s stack.
Pictures on a business card provide a visual for your company that people can later use to remember you and your business. While most attendees will have seen your logo, it’s easy for logos to blend together after visiting dozens of booths. A picture will provide more context and better differentiate your brand. Be careful when choosing a photo to include, as it will represent your brand when you’re not there to do so. The picture should be intertwined with either your brand name or the essence of your business for easy recognition.
While the design of your business card is a key component to its success, how you integrate it into your trade show is equally critical. You want to stand out from the dozens of other businesses that a person might interact with at the event. Your business card should be the link between the conversation you have with potential clients and their taking steps to follow up with you.
Although this may seem obvious, you’d be surprised how many people just leave business cards on the table for others to grab. The truth is, it’s likely passersby won’t pick up your card for whatever reason. Get around this by putting the cards into their hands yourself so they’re more likely to associate it with the person behind it and not just a faceless advertisement for your business.
The handoff should be the closing statement to your pitch. Have a conversation with the person, and then present your business card as an invitation to reach out to you. By saying things such as “Don’t hesitate to call me for any questions” or “Here’s where you can find some more information,” it will make the customer feel as though he or she has the power to either begin or end this business relationship rather than being forced to listen.
Accompany your handoff with a brief explanation of the information that is on the business card. Pointing to where the information on the card can be found will get the potential customer to actually look at the card itself, helping solidify the connection they make between it and your business.
Although business cards may seem like a thing of the past, they are in fact an important asset in creating long-term relationships with potential customers. A business card will not only provide a physical reminder of your company name, but it can also act as a personal invitation for the customer to get to know your brand. Even if it does end up at the bottom of a bag, at least you can say that you didn’t forget to hand out the invitation.