It goes beyond saying that we live in a world of a digital marketing. Sure, massive conglomerates have rigid structures that still force them to heavily invest in traditional marketing means like billboards, TV commercials and telemarketing, however, is such a thing even a possibility for a small business. In the digital environment, it’s possible for a small company to make a disproportionately large noise, thus triumphing over their larger competitors. In this kind of scenario, is it cost - effective to even think about business cards and banners when it comes to the promotion of your business? Let’s find out.
The cultural and pragmatic significance of business cards
The first issue we have to discuss is the one regarding business cards. The reason behind this is the fact that, in some cultures, business cards are not just desirable but even completely mandatory. Things go so far that there is an etiquette on how to handle a business card. For instance, in Far Eastern cultures, it’s customary to present the business card to the other person with both of your hands.
Upon receiving it, the other party is required to examine the card and then either put it in their business card holder or leave them on the table for the rest of the business dinner. Needless to say, if you’re in a country where English isn’t the first language, make sure to double print with different languages on both sides. If nothing else, this will be a nice gesture.
As you can see, business cards have almost ritualistic significance, however, there’s a pragmatic side to them, as well. First of all, on a business card, you can display all of your contacts. You can start by presenting the address of your headquarters, your email, phone number and your social media handles. If you can’t fit all of this, it’s sufficient to leave miniature logos of all the social media networks you’re present on. In this way, you’re merely reminding your audience that you can be found on these networks as well.
Reliable ROI
The best analogy between business cards and digital marketing would be to compare them to various PPC methods. This is due to the fact that each of these cards has its value (the money you paid for their printing) and unless you distribute them, you stand to keep them for further use. In other words, by considering them assets, you’re losing them only when establishing a contact and, in this way, expanding your potential client/partner base.
As for banners, you need to keep in mind that the exact ROI of such method is impossible to precisely measure. The reason why so many marketers assume that it’s great is due to the fact that purchasing a banner is a one-time investment that you get to capitalize on for years and years to come. Moreover, if you look at this purchase as an investment and decide to treat the banner purchase like an asset acquisition, the scenario becomes even simpler.
Look at it this way, your NSW - based company makes a purchase of cloth banners in Sydney and uses it for several months only to find out they need to relocate. All that they have to do is take the banner down and carry it to their next location with them. The reason why we went for cloth is due to the fact that this material is particularly resistant to all sorts of wear and tear and can even be safely left outside even during the most severe of weather conditions.The spontaneity
Another reason why these methods are so effective lies in the fact that they’re, more or less, spontaneous and non-intrusive. What this means is that when a person receives an email or an instant message, they can automatically assume that the brand in question monitored their activity and tailored this message in order to target them specifically.
When it comes to business cards and banners this is clearly not the case. Think about it, when printing your business cards, you have no idea who you’re going to encounter. Therefore, the above-discussed scenario where you print both sides of your business card in two different languages only reveals your own openness towards the target culture and not a ploy to placate the person you’re currently negotiating with.
As for the non-intrusiveness, even the largest, most eye-catching banner won’t be considered as intrusive as an email. Consider this, a lot of people see their inbox section as their own private property, which is why every single email they receive serves as a reminder that someone knows their email address (their whereabouts in the digital world). With signs things are different, seeing as how they’re just idly displayed there for everyone to see. This gives people an option to safely ignore it which, although not your direct goal, works in your favor by keeping their guard down.
A boost in curb appeal
Unless you’re in an industry that values secrecy above everything else, one of your main goals is to attract as much attention as possible. For your company’s retail place, such a thing can be achieved by boosting your curb appeal. What this means is that you should display your company’s logo on the building and post signs everywhere. Why not complete this image by hanging a banner in front of your store? With a banner made of mesh, you can even cover the building you’re currently working at, thus branding it. Roughly speaking, business cards can do for you (as a brand representative) what these banners do for your corporate headquarters.
At the end of the day, it’s important that you understand that by adopting these means of traditional marketing, you aren’t actually giving up on your digital marketing. As we mentioned in the first section, traditional marketing can be used to support your digital marketing campaign, thus making a great fit in your overall marketing strategy. All in all, the biggest perk of business cards and banners is that they give you one more method to reach your audience and even appeal to those who would remain out of your reach otherwise.
