Every year brings new business challenges. Whether it is budgeting tasks, creating goals and traveling schedules, the one thing that should be at the top of your business to-do list is creating marketing collaterals that will bring interest in your company. A consistent corporate identity will give your business brand recognition, build trust and bring in current and new customers in the door. The best way to get the word out is to create flyers, brochures, rack cards, letterhead, business cards, and envelopes that are tailored to your exact needs. And do all of this on a budget!
Out of all marketing collaterals, business cards, letterhead and envelopes are a must. Business cards get handed out everywhere. From trade shows, conventions, sales calls, and just casual run-ins, you need a way for customers to contact you. If you have a business where there are many products and services, adding an informational brochure, flyer or rack card will give customers valuable information to take with them and have on hand. Depending on your offering, you may just need a simple rack card, or single sheet flyer, but regardless, giving customers with the information they need that is easily accessible is a must for growing your business.
Another key element is creating marketing collaterals that show a solid corporate image. Basically, you want everything to match. A solid corporate identity does many things that businesses sometimes take for granted. For example, having many different logos may make your business come off as indecisive. If your brochures have one design and your business card is vastly different, a customer may mistakenly throw one of the collaterals away, not realizing it is the same company. Building trust is one of the hardest things any business does, and customers can be very unforgiving when it is broken. Keeping all collaterals consistent is key to building a solid, trusting relationship with your customers.
Finally, price shop with caution. Sometimes cheaper isn’t better. Having one printer print all of your marketing collaterals may help ensure that your design colors stay consistent. You may also get discounts for ordering many collaterals at one time. Turn time is also important. You do not want to waste valuable sales time waiting on your print. Keeping these points in mind will start your 2013 marketing year off running!
Many businesses think rack card printing is pretty straight forward. Print the cards, put them in a little plastic holder, and watch the occasional customer grab one while the rest go to waste. That is just simply not the case anymore! Many companies, especially retail customers, are using the convenient size of a rack card to throw in their sales bag to promote the next sale or special event.
Rack cards are normally 4×9 inches, give or take, do provide the ideal size for free standing and hanging racks. A nicely designed card will still get taken from the holder if it grabs the customer’s attention. However, sometimes consumers are so busy, that not even a beautifully designed piece will jump out at them. This is why turning a rack card into a functional “mini-flyer”, and either handing it to them or putting it in their sales bag, gives them an opportunity to actually see it; and hopefully act on it. This dual usage of a rack card does not take away from its purpose, but actually enhances it.
When designing a rack card, of course the design is key. If you fill the card with text, it will most likely get tossed away. Most people do not want to bother taking the time to read everything on a rack card. Instead, hit them with quick information that they will need. For example, retail stores need to list any product specials, coupons, and their contact information. They can also get away with a few sentences about their business. A church may want to design a beautiful, scenic background and list their service hours, contact names and numbers, and maybe finish at the bottom with a bible verse. A restaurant could put their hours, daily specials, or even a small carry-out menu. There isn’t an industry that can’t utilize rack card printing to improve their business.
Hotels, tourist info centers, gas stations and souvenir shops have at least one thing in common – displays full of rack cards. Rack cards are a compelling marketing tool for many businesses; and for My1Stop.com rack card printing is a real specialty. Here are a few of the advantages that rack cards offer over brochures, postcards and business cards.
Rack cards can be the better brochure. The main advantages rack card printing has over brochure printing are the lower costs, easier portability, higher visibility and customer familiarity. Let me explain. When comparing “typical” costs, rack cards come in about 2 to 1 over brochures, primarily because rack cards are smaller than brochures. The smaller size also make rack card easier to carry around and to stuff into a car visor or door pocket. Rack cards are definitely more portable than a typical brochure. The displays you see in tourist areas are built for the standard rack card size – not for standard brochure sizes – this creates an opportunity for rack cards to be more visible than brochures in locations that have rack card displays. Finally, customers are used to seeing rack card and rack card displays; they are familiar with the whole rack card set up. In fact, many tourists seek out rack card.
Rack cards are the bigger postcard. Much like brochures, postcards just don’t work well in the rack card display system and a standard postcard offers less room for graphics and details than a typical rack card. There’s about 25% more space on a rack card – giving the marketer that much more room to include larger or more images and text.
Rack cards are an expanded business card. Rack cards have the advantage over almost any printed piece, because of the display racks. Business cards, too, just don’t have the display advantages that rack cards do. But, a good rack card design is really just an expansion of a good business card. In fact, a great rack card uses images and a bit more text to bring your business card – and your business to life.
If you’re considering rack card printing for your business, make sure that your goods or services have high, relevant value to the customers who will view your cards in every display rack where they will be seen. Rack cards have a lot of advantages over other marketing materials, when you target your message and your audience accordingly.