A Comanche Marketing Guide to Business Card Marketing: Part 5

In the last issue, Matt provided a number if different uses for business cards. In this edition, he takes that one step further. Business cards as CDs? Believe it. Read on for more on this:CDs (Compact disks) are low cost items these days. Production CD duplicators and printers cost several thousand. You can produce the saddle CD, which is business card sized and offer people a business card with megabytes of information about your company.
If you aren’t comfortable producing this in-house, there are a number of companies who can help. CD business cards are available at:

Repeat Your Card
Repeat the front of your business card on the back. This is slightly unusual, which makes it stand out. It also means that any time your card gets tossed into a pile or on a desk, it remains face up.

Bilingual Cards
If you live in a part of the country with a large immigrant population that speaks English as a second language, print a version of the card in another language. This doesn’t mean you support or do not support bilingual education or the English-first movement. It only means you’re in favor of the bilingual acceptance of business.

Cross Marketing Business Card
Work out a cross marketing relationship with four to six other non-competitive service businesses. For example, companies in the air conditioning, plumbing, pest control, home security, carpet cleaning, and landscape business might all align to print each other’s logos on the backs of their business cards. Each company agrees to offer a discount to any homeowner who shows the card.

Local Reference Information
Use the back of the card to provide a list of local phone numbers for various services, such as the library, town hall, tax office, police, fire, emergency, time and temperature and so on.

Make It A Game
Print a small connect the dots or word search game on the back of your card. It’s different and you can use it as a way to distract kids during a service or sales call. It also creates an opportunity to pass out your card more often. If you’re in a public place and a kid is squirming and fidgety, hand a couple of business cards to the parent and suggest with a smile, “He looks a little bored. Maybe this will help.”

Other Uses for the Back
If you haven’t had enough suggestions for things to put on the back of the card, here are a few more:

  • AFUE comparison chart (how much can be saved)
  • Before and after photographs of installations
  • Calorie chart for various activities
  • Checklist of things to do before calling your company
    for service
  • Company bio
  • Company code of ethics
  • Company FAQs (frequently asked questions)
  • Customer testimonials
  • Emergency phone numbers
  • Favorite quotes
  • Heat index chart
  • Hours of operation
  • “How much are you paying YourBigUtility?”
  • Industry jargon defined
  • Large print version of the front of your card
  • List of awards or honors won by you or your company
  • List of emoticons… ;-)
  • Local charities supported by your company (and your
    employees)
  • Personal bio
  • Recommended websites
  • Scalding temperatures and times
  • SEER comparison chart (how much can be saved)
  • What to do if you’re in a motor vehicle accident
  • “We Cut Cooling Costs in Half”
  • Wind chill factor chart
  • Your business philosophy

Your company history

A Final Tip
Does it seem that you never have a business card when you need one? The answer is to keep business cards in multiple locations. Put a small stack in your car. Keep some in every piece of luggage you own. Put them in a pocket of your gym bag, your camera bag, and your computer bag.

Give a few to your spouse (always a good idea since you never know when your spouse might meet someone who needs your services). Keep a box near the location where you leave your keys at night, so you will remember them when you leave.

In the next edition of this series, Matt will begin examining ways you can make your business cards seem even more important in the customers’ eyes. He’ll outline a number of ideas you can use on sales calls and provide some tips you can immmediately implement. So stay tuned.

Matt Michel spoke at HVAC Comfortech 2004 on marketing This rant was solely the opinion of Matt Michel, CEO of the Service Roundtable (www.ServiceRoundtable.com), an organization dedicated to helping contractors prosper. Matt is also the publisher of Comanche Marketing, a free marketing e-zine. Subscriptions are available at www.ComancheMarketing.com. You can contact him directly at [email protected]. Or send your comments to Contracting Business at [email protected].
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