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May 07 2017

Business cards – E-versions, Dinosaurs or a necessary evil?

 

Recently, at a networking event, a young woman approached me and asked for my business card. So far so good right? Typical you might think as that’s what these networking events are all about. Hand out as many cards as you can, collect as many as you can and then set about the follow-up call where you will, in theory, make great connections and obtain new business.  Except that do you? What happens when those business cards get tossed into your purse or pocket? Do you follow up? What purpose do they really serve?

The young woman in question, when I asked for her business card in return, advised me (gently I think, aware that she was talking to a “PWPM” post war, pre-millennial) that she only had an electronic version of her business card and that instead, when she collected cards from people like me, (dinosaurs?) she now held “all the power” in the relationship. She could determine if and when she wished to reach out to relics like me and could share her information in a manner of her choosing. I invite you to speculate on the various responses available to me (some of them not fit for print) but one thing this conversation did spark was some research into whether in fact business cards are becoming a thing of the past.

With fast, easy and even free access to website building tools, creating a website that will clearly explain everything anyone ever wanted to know about you is painless. And free. Did we mention free? If your website has a catchy enough moniker you won’t need a business card to help others remember it. Hand out a pen instead, with your website on it, then people have both a handy tool for taking notes (like we did in the olden days) and access to your website with all your fantastic business info on it.  Of course, if you’re handing out a pen and need something to jot down a note on – wouldn’t a business card do the trick? Just asking!

Millennial of course always have their phone in their hands.  (Hey, they make sweeping generalizations about us, turnabout is fair play) so that means: A: they have no room for a business card and B: they EXPECT to take note of your information in their phone, setting you up as a contact before you’ve even thought to blink. Again however, I point out some of the obvious flaws including password-protected phones that don’t turn back on quickly, almost out of battery scenarios, and most commonly, typos as you attempt to have “that’s Giulia with a “g,” Frangiopani” spell out her name in a crowded and noisy room of business professionals. (Think Starbucks. Baristas ask for your name all the time and how often, I mean HOW OFTEN do they get it WRONG!) So now, someone has your contact information except they don’t. Your name is spelled incorrectly and they also misheard your company name so when they type in “Frangiopanini” instead on LinkedIn they get a sandwich store specializing in Paninis and don’t understand why they can’t connect with you!

The truth is a business card, with a logo that’s eye-catching and perhaps even memorable, leaves a lasting impression. PLUS, it has the added advantage of containing ALL your information in one easy to read location.  It’s not some random name in a phone (where did I meet Giulia with a “g” again and why do I have her phone number in my mobile?) and a business card helps to foster an association. You pull out the business card after a day of networking, you see the company logo and that prompts your memory to also retrieve a visual of the person you just met.  Perhaps, dare I suggest, your business logo was memorable enough that it actually served as a conversation starter when you were first introduced. Perhaps the business card even has a picture on it helping you to recall both the time and place of your meeting. Necessary evil?  I think so and frankly, I don’t think they are actually all that evil. Unless you have extraordinary recall or sit down promptly after every meeting with every person you’ve ever been introduced to, it’s likely a business card will be a better tool for follow up conversations than an e-version ever could be. Think of all those dinosaur bones we keep finding laying around.  Sure they are relics from the past but they also help tell a pretty good story. They help us to identify and differentiate the various species. Isn’t that what we all want? To be identified and to help differentiate ourselves from the crowd? Be like the dinosaur and leave a bit of yourself behind at your next networking event.

As Owner and Principal partner of “Writing Right For You” Sheralyn is a Communications Strategist – working together with entrepreneurs to maximize profit through effective use of the written word. Looking for web content that works, blog articles that engage or communications strategies that help you get noticed?  Contact Sheralyn today. Sheralyn is also the mother of two children now entering the “terrible and terrific teens” and spends her free time volunteering for several non-profit organizations.

Sheralyn Roman B.A., B.Ed.

Writing Right For You

Communications Strategies that help you GET TO THE POINT!

416-420-9415 Cell/Business

writingrightforyou@gmail.com

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Written by Dwania Peele · Categorized: Sheralyn Roman · Tagged: business card, Millenials, networking, Sheralyn Roman

Mar 11 2017

7 Easy Ways to Tap into the Power of Mobile Marketing

As a business owner, it’s your job to find ways to connect with your customers. We live in a mobile world where 73% of people have their phone on them at all times. If you are targeting Millennials, that number goes up to 87%! Are you doing enough to connect with your audience on the small screen?

A lot of business owners feel that mobile marketing is too complicated and too expensive. While there are some tactics that are more costly, there are a lot of things you can be doing as a small business owner to enhance your marketing strategy that is already in place. The reality is, your customers are likely multitasking with their phones throughout the day, so your marketing strategy should reflect that behaviour.

Here are 7 ways you can integrate mobile into your strategy while not breaking the budget.

  1. Have an event hashtag: While this might seem obvious, a lot of event organizers don’t use this in the best way. You need to make sure your hashtag is:
    • Unique: It’s hard to track the conversation if your hashtag is used for other things.
    • Not too long: Ease of sharing should be the goal and if your guests have to type in 14 characters each time they use it, it won’t get used as often as you’d like.
    • Clear: If your hashtag doesn’t make sense, you’ll likely see a lot of errors.
    • Active: Encourage the dialogue by assigning someone from your business to use it actively throughout the event.

And once you set it up, make sure you track it!

  1. Livestream content at an event: Who doesn’t want to see their name in lights? Set up screens around your event and show a stream of Tweets from attendees. It encourages more participation using your event hashtag.
  2. Post live from events: While you want your audience to engage with you, you also want to show that you are active. Posting to social throughout an industry or client event you are attending shows you are tapped into the latest trends in what you do.
  3. Run a social media contest: People are constantly on their phones and a contest encourages them to share content with you in mind. Either set up a photo contest or a scavenger hunt type of contest where users share a picture to their account and tag you in it and/or use a dedicated hashtag (see #1 for tips!).
  4. Have customers check in at your business or event: This one is great because it has a lasting impact when potential customers see how many people have checked in at your business. You can provide incentive in the form of a loyalty program or contest as well.
  5. Use text and other messenger apps: Text is a great way to communicate with your engaged customers by having them opt in to receive messages. Send special deals, new product information, announce contests, etc.
  6. Have a mobile-friendly site: this should be obvious by now, but many businesses don’t have a mobile-friendly site. Make it easy for your customers to browse using their smartphone.

As with any marketing strategy, you need to set out your objectives and goals before you choose what’s right for you.

Candace Huntly is the Founder and Principal at SongBird Marketing Communications, an award-winning agency working to take organizational and individual brands to the next level. With a passion for all things related to creativity and strategy, she specializes in business intelligence, marketing & branding, content strategy & development, media & influencer relations, and social media. Basically, if you need to put your brand, product, or cause in the public eye, she will find a way to do it, while making the approach unique to you.

Connect with Candace

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Written by Dwania Peele · Categorized: Candace Huntly · Tagged: audience, business, Candace Huntly, cell phone, customers, hashtag, livestream, Millenials, mobile, mobile friendly, mobile marketing, social media, Songbird Marketing Communications

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