After a long period of virtual networking due to COVID-19 restrictions, 2024 saw a full resurgence of in-person events. With it came a slightly smaller resurgence of traditional print marketing and the old faithful – the business card. But in an increasingly digital world, is a business card worth less than the paper it’s printed on? Let’s explore.
Is it worth it?
Preparing a design, populating contact details, artworking, finding a reliable supplier, sending to print, waiting for delivery, spotting a mistake, sending again to print, and finally carrying them off to your big networking event. It’s quite a lot of hoops to jump through for what can be just as easily achieved by putting your number in someone’s phone.
Then there is the longevity of them, or lack thereof. What if your name changes, your phone number, your branding? Any one of these changes renders previously printed business cards out of date or entirely useless. What if you just fancy a nice new design? You have to wait until you run out.
In their defence
When your prospect goes through their pockets, bag or wallet/purse later and finds your business card it acts as a positive reinforcer of the earlier interaction (if it was indeed a positive interaction). This is not as easily achieved with a number in the phone, and relies on one of you to remember and proactively follow up.
Plus, as the world does get more digital – and indeed less human with the ever-growing ominous presence of AI – I predict there will be a craving for old school, tangible marketing such as print collateral. With that, there may be something in going back to “extra” print features such as foil, UV gloss or custom die cut to help stand out against a sea of boring QR codes which serve a function but lack the benefit of brand recall. I do think there will be a time and a place for the business card, but I don’t think they will ever carry the weight they once did.
What to do instead
The digital business card is an interesting option, adapting the old school printed card and taking advantage of everyone having smart phones. They all work through NFC to tap and share to a phone, but vary in format. Some are essentially email signatures or landing pages on an app, others are physical cards like debit and credit. Their benefits are many: no paper waste; updatable; able to hold more info than a printed card and they show you’re a savvy, forward-thinking consultant with a finger on the pulse. The only drawback is the potential need for third-party support to update the digital business card when your details change.
I mentioned QR codes above, and whilst I described them as boring they are a great idea if you have a fixed spot at a networking event such as a table or booth. You simply print one code and put it somewhere visible, encouraging prospects to scan and sign up to a mailing list or share their details for follow up later. You can even encourage them to scan and sign up to receive something for free, such as a digital document, or enter into a draw to win something in exchange for their details.
Traditional marketing materials still serve a disruptive purpose in the modern world, but do consider tech-savvy alternatives that present you as a clued-up consultant. Consider more creative engagement methods at your next event stall that align with your marketing goals. The creative and digital consultants at PLMR can work with you directly to develop a strategy and design that will deliver your messaging and ensure you stand out.