According to Google Trends the number of people searching on the term business cards has seen a steady decline in search volume since 2004, with levels flattening out in 2006. Is the true however?
Not really. Closer inspection of the data suggests that consumers searching for business card printing services have just become more literate in the way they search. Doing a search for ‘Free Business Cards’ shows a market that seemed to appear overnight in 2006, just at the point where traditional business card search volumes levelled out.
It would look from the data that some printing companies changed their business models at this time by putting free business cards at the centre of their offering, in the hope that they would up sell once the customer was on board. Over the past 3 years this business model of offering free business printing services has grown, but at what cost?
The main difference would be ‘Quality’. Free Business Cards or even the very cheap offers are of a much lower quality, and are not really suitable for any company who wish to protect their brand or image. The business card creates a first impression, and first impressions count in business. A cheap business card can suggest lack of stability, lack of professionalism, and will leave the recipient wondering if they really wish to do business with a company that doesn’t even take interest in the presentation of their own company.
From a technological view, could electronic business cards have the same effect? Electronic cards allow for the transmission of a greater amount of data, which can then be stored on a platform such as a PDA. Links to this data can be provided in printed materials as well allowing access to more extensive information than can be achieved with the traditional card. Links to a company brochure or sales aid can be very powerful. For example with the popularity of the iPhone, and the Bump application, a digital business card can be exchanged seamlessly just by touching phones together.
Technology may play a big part in the future if a standard platform becomes common place, but for the foreseeable future, would look unlikely to affect the need and reliance on good quality business cards.
Making the right choice between budget and quality is key. Choosing a quality printing company can be of great benefit to your business, not just for business cards but for all business printing. They will have a wealth of experience, and will be able to assist you with the design elements such as colours, fonts and graphic images, and will be in a better position to recommend customized and unique designs in relationship to your specific business. They will produce a better quality card, typically on a 350gsm or 400gsm density card, and will be able to make recommendations on the type of lamination and coatings that can provide a special look, be it UV glossy or aqueous coating.
For that reason alone it is unlikely that the business card will join the Dodo. The need for that little bit of quality card, and the purpose it serves in providing contact details, promoting image, brand and professionalism should not be underestimated.
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