BUSINESS CARDS

Introduction How often do you look at a business card? Possibly four times, namely when: It is given to you You file it You decide to use it/to pass it on to another person You dispose of it

If it is only looked at four times, it raises the question do we still require business cards?

The answer is an emphatic YES. The objective of this booklet is to help maximise their effectiveness.

In the Beginning Visiting cards (cartes de visite) the forerunner to business cards, were introduced by the French in the eighteenth century for social purposes and their use spread rapidly throughout Europe. By the early nineteenth century formalised procedures existed governing the etiquette of visiting cards. These covered not only the size of

card (for instance, cards used by a woman were slightly larger than those used by a man) and what should appear on it, but also included the time of delivery, from whom to whom, and even the type of case in which the card should be carried.

Trade business cards were also used by merchants to attract custom. Generally, calligraphy was in colour and more expensive cards were often used with the aim of attracting a better class of clientele. These cards were an alternative to press advertising

and their use declined as twentieth century press advertising became less costly and new methods of advertising started, such as commercial radio and television.

Todays Cards: Their Purpose While the social use of cards declined, their business use grew rapidly, notably in the mid-twentieth century, and in parts of Asia in particular, as a method of introduction and to make an impression. Even with the current changes in mass communication with the growth of electronic media, the importance of business cards cannot be underestimated. Business cards are the noncomputerised networking tool in todays digital world. They are amongst the most cost efficient tools available for marketing and promotion. Following a meeting, when you want to be

remembered and, hopefully, contacted and referred to others, the business card is crucial to the achievement of these aims. The card can serve to remind others of your business for weeks, months or years.

What Should Be on the Card Using the minimum number of words possible, the card should tell people the name and title of the person, what they do and how to locate them. It may also include: The name of the organisation (and possibly how long it has been in business) Contact details, e.g. address, phone number, fax number, e-mail address, website, etc.

Other information may be provided such as business role, qualifications, location details (for example, there may be a map on the reverse side of the card, name of local contact, list of associated offices in other countries), the mission or vision statement, the companys products or services and what is unique about them. A new feature of business cards is the inclusion of contact details via both Facebook and Twitter; the tradition of paper based networking using the benefits of modern technology.

If the card is sent in advance of a meeting, a photograph can facilitate recognition. All such information can subsequently assist in recalling the card holder and their business.

In some countries management consultants may include additional information as shown below:

Director: President:

Hospitality Services & Project Consultant American hotel & Motel Association

Panel Member: Professional Development Society, Singapore Chapter Member: International Association of Hospitality Accountants

Groups of other professionals may adopt something of a similar nature.

Many corporations produce standardised cards for employee use, which echo the corporate brand. The card can project many images according to the ethos of the organisation, be it simplicity, elegance, or quality. In some circumstances it can be preferable for particular staff or departments to have a different style of card,

for example, the Finance Departments cards may be different from those used by the Marketing Department.

When working in foreign countries it may be useful to have two cards, one used in the home country and one in the country where business is being done. Alternatively, the card may be doublesided, with one language on one side and a second language on the reverse. It is important to have the translation checked by a native speaker as a mistake can be very damaging.

If the card is for someone very famous, all that is needed is their name. The late Mother Teresa added a little more, frequently signing cards and adding God bless you. Her cards carried the inscription: The fruit of SILENCE is Prayer The fruit of PRAYER is Faith The fruit of FAITH is Love The fruit of LOVE is Service The fruit of SERVICE is Peace Mother Teresa

Types of Cards Cards can be categorised as follows:

Traditional Conservative Conventional Simple graphics

These cards provide the basic facts, often use black ink on plain white paper, and have plenty of white space.

Classic These cards differ from the traditional card by using: Tactile The feel of the card can be important. Producing cards which have tactile impact will be more expensive, but they will appeal to more than just the visual sense. For example, a card will feel different if it is also printed in Braille. The reason for printing cards in Braille is not merely because it is useful when given to blind More expensive materials Different or more expensive printing styles Bolder ink colours Creative graphics

people, but because the recipient realises it is unusual and looks at it more closely as a result. Cards may also have unusual edges or embossing.

Cards do not have to be made of paper. They can be in the form of a mousemat, a magnet, a mirror or have something inside them which is edible or of value. In the case of a gardening firm, their cards could be in an envelope style containing, say, grass seed. Cards may also be designed in such a way that the recipient may be able to carry their other cards in it.

Some cards use non-standard materials, for example, metal, wood or leather. This would be particularly relevant if the firm is in the metal, wood or leather industry. Other examples used include the use of tough plastic cards as they remain clean and uncreased, or rubber cards filled with liquid, or a card which looks like a banknote with the head of the monarch or president replaced with that of the card owner.

An innovative use one of the authors came across recently, was a business card made of a small piece of red carpet which, in addition to essential information, stated, this is the treatment all our clients receive.

Colour The colour of the card is very important. It can be monochromic or a mix of blended colours. Colour psychologists believe they can apply their expertise to the design of business cards. If the objective of giving ones card to people is that they use it to contact you, the message must be strong and positive.

In some countries, the Middle East for example, it is considered important to have cards on which the printing is embossed. A thick, white card with bold, black embossed lettering can be effective when wishing to portray a clean, strong image, although some see grey as a more modern alternative. For a more feminine image, pale pink with gentle black lettering could be considered more suitable. Gold lettering is considered to be a warm colour and goes well with a cream or white background.

Full colour cards are sometimes used based on the assumption that this will prompt people to pick up the card, look at it and keep it. Care needs to be taken, however, because the design may be such that it overwhelms the intended message of the card.

Size Cards come in all shapes and sizes, the majority being rectangular, though others may be extra long or have an alternative shape, such as circular. In Japan, womens business cards are slightly smaller and have rounded corners. Less conventional cards have both advantages and disadvantages. A large card is more easily noticed and more likely to be drawn from a pile of cards; it can also carry more material and be easier to read. Further, the recipient of a really unusual card may be more inclined to show it to a circle of acquaintances. Odd shaped and jumbo-sized cards fit less easily in the pocket of both the recipient and the giver, however, they are less easily filed in storage systems.

Some cards are folded, with the business address on the front, the persons home address on the reverse. When opened, the inside is blank and available for the recipient to make notes, saying where one met, what was discussed and so on. Font Font size and style of font should reflect both the desired image and the practicalities of space. Different font sizes will allow some flexibility, however the font style must always indicate the character of the organisation, its ethos and purpose. Colour can

be used effectively to add a further dimension. It is important that at all times the content is easy to read, and that the font or use of colour does not make it less legible. Costs Costs can vary substantially and factors influencing these include: The use of non-standard and larger sizes, colour, number of words and unusual features Quality of paper Printing on materials other than paper Printing on both sides Embossing Folding Printing in Braille Printing in foreign languages Quantity

The price is likely to be affected by how often the printer sells a particular design.

It is a good idea to ensure that you always have plenty of cards with you. Never give out old or faded cards. It is helpful to keep

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the cards in different places and to know where they are. Keep a supply: At work At home In your brief case In your travel cases In your pockets (and know which one they are in) In your card case

There may also be merit in keeping one in the top pocket of your coat or jacket. If someone takes your coat by mistake, there is a greater likelihood that it will be returned.

Always remember to re-order a new supply of cards before you run out. Temporary cards can be produced on a computer, but if any changes are needed, other than in an emergency, it is better to get them professionally printed to ensure simplicity, elegance and quality.

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Card Organisation When organising the cards, a number of issues arise such as: Choice of category: should the cards be filed alphabetically, geographically, company by company in hierarchical order according to the data acquired? Filing system: does one continue to expand the system, keep it up-to-date, or both?

A variety of methods can be used to prioritise and store the cards, which include: Compact cardholder These are designed to house a small number of cards and can be expensive if made of materials such as leather, brass, or silver. Card file The smaller files are portable and usually adequate for one business trip, after which they can be transferred into larger files. Rotary card file These can be useful but it takes time to keep them well organised. Ring-binder file

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These can be divided into appropriate sections, for example, by country, with cards stored in clear plastic wallets. Card scanner The storage problem is solved by scanning all the details on the business card onto an electronic database. One argument for doing this is security since cards stored in luggage can be stolen or mislaid.

Play Your Cards Right A business card exchange can be the first step in the development of a business relationship, hence its importance. There are people who try to work the room and collect a business card from everyone. On the other hand, some believe there is an optimum number of contacts to acquire. As the etiquette for exchanging cards varies between one country and another, it is important to understand the associated cultural differences. In America, Australia and Britain, the transaction is nothing more than an exchange of information. As a generalisation, starting from the West, the further East one travels the more specific the rituals and protocols become. In some European countries and in the Middle East, there is greater formality. Similarly, the importance of titles and business qualifications varies between

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countries. A great deal of importance is attached to status in some parts of the world, for example, central Europe, India and Malaysia. In Germany, the title Herr Doktor is particularly reputable.

If in doubt as to how someone prefers to be addressed, telephone the organisation in advance to enquire. When using a translator, seek guidance on how to address people both face to face and in any written communication.

In France, status is more power-related than in many other countries, so many people wish to be addressed as Directeur; be careful, however, as the French title Directeur does not have the same meaning as the English term director. The person who really matters in any French organisation is Monsieur le President. The title may be shown in large letters and the name underneath in smaller letters.

Confusion can arise for a number of reasons. In Holland, English speakers may confuse Meister with Mister, but it is in fact closer in meaning to the English word Master. Also in Holland, a procurist is someone with power of attorney, not a purchasing manager. In Germany, the ING in front of a persons name indicates a professional engineer.

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When receiving a card, note the texture, any embossing, the font and weight. The manner in which the card is accepted may be influenced by local custom. In Asian culture, the business card is an extension of the person and should be treated accordingly. In China, Korea and Japan, the business card should be presented with the translated side facing the recipient, using both hands and with a slight bow. Offering it with the left hand is considered impolite, as is sliding it across a table. In Japan the receipt of the card is accompanied by a hissing through the teeth. The exchange of cards is also based on rank and seniority. On receipt of someones card, study it carefully for a few seconds before placing it on the table. In Japan, it is considered a serious breach of manners to write on another persons card.

It may be also be effective to give someone two cards, suggesting they may care to pass one to someone they think might be interested. Additionally watch the other persons body language when giving your card; if you have over-stayed your welcome, it can be readily apparent.

Other than in Japan, there can be merit in writing on cards, for example:

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If before handing your card to someone you write a personal note on it, the recipient will be reminded of you each time the card is viewed.

Many professionals, such as chiropractors and dentists, use cards on the reverse of which can be written the dates and times of future appointments.

When using your own business card to write some information on the back, cross off your name and address. If you do not, you might accidentally give the card away. When you are travelling, write the dates and circumstances under which you acquired each business card on the reverse. These notes should help you to recall the meeting and remember whom you met.

Humour Some cards are designed to be humorous. If you use a humorous card, however, it is important to bear in mind that humour varies between countries and it is not appropriate in some contexts.

Humour and thinking out of the box have been utilised very effectively by the Danish firm Lego, which uses business cards in the form of little Lego figures. Employees at www.eToys.com have

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put childhood photographs of themselves on the corners of their cards.

Outside the Box An essential feature of a business card is to provide vital information, in particular about the nature of the business and contact details; the more unusual the card, the greater its impact. Some examples seen recently include one which had printed on the card: Coffee, white with one sugar (to assist the person providing refreshments), another had a hole punched in the card. Such unusual cards will be striking; people will remember them, and you.

An example of an unusual card was one used many years ago when Lord Young of Grantham was Head of Cable & Wireless (then owners of Mercury Communications). His business card incorporated the usual information name, rank, phone numbers and address but it was also a Mercury Phonecard with a value then of 2. In another case a person is reputed to have had his cards printed on gold leaf working on the principle that the recipients would never part with it.

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An Opportunistic Use of a Card Many years ago a UK Minister was the guest of honour at a degree awarding ceremony. As the Minister held out his hand to confer the degree on a successful student, the recipient whispered: Slip this into your pocket, Sir, you may find it useful. After the ceremony, the Minister looked at the card which had been given to him, which was the graduates business card. On it the graduate had scribbled: If you ever wish to purchase gold jewellery, this is my address.

Impressed with the young mans entrepreneurial drive, the Minister wrote to him from the House of Commons to tell him he admired his enterprise and had shown the cards while retelling the story to several other Members of Parliament. This unusual use of opportunism generated a good response. The graduate replied sending a supply of cards with the request that the MP distribute them to other Members of the House.

Technological Advances With todays technology, portable devices such as Personal Digital Assistants (PDAs) and mobile phones allow business people to exchange cards electronically; the electronic version is purely information centred. An electronic business card can store enough

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information to double up as a sales brochure which can be played in the CD-Rom drive of a personal computer. The potential saving on printing costs is substantial.

A 1996 experiment saw two IBM scientists exchange business cards without using the traditional paper variety, and without speaking, using sign language, or writing anything. They simply shook hands, and, as their palms touched, information such as name, address stored in pocket computers were zapped from hand to hand using the natural electrical conductivity of the human body. The business cards were then displayed on standard computer monitors.

Achieving your Aim To summarise, the card design and content must be determined by the market audience as well as maintaining the balance between quality and quantity. Overall, it is how one maintains connections that makes the difference. So, identify reasons for following up with a contact and then do so. At the same time, seek to make the individual with whom you are dealing feel that they are important to you, accompany the exchange with a smile and good eye contact.

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In short, among the things which can make a great business impression are, your CV, a brief exchange in a lift, the handshake, and your business card. So, ask yourself, does your card ensure maximum impact?

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