Rack cards can be a highly effective marketing tool. But there are some things that you may need to know so that you can determine the best way to use these items. With so many companies competing in most sectors you need a marketing advantage, and this method of advertising can give it to you for a very reasonable price.
What are Rack Cards?
Rack cards are documents that are used for advertising purposes, and the typically 4 inch by 9 inch cards are set in racks in locations that get a lot of traffic. Often these items look like postcards because they have a graphic design or image that is very eye catching and designed to grab attention. Hotels, convenience stores, rest areas, welcome centers, and many other places have racks with these items on display.
Templates versus Custom Design
When it comes to designing rack cards, you basically have two choices. You can use one of the many templates that are available or you can have your cards custom designed instead. Both methods can have advantages and disadvantages. Templates may be less expensive, but they are not unique and other businesses may use the same exact design that you do.
Cost Considerations
In order to get the best possible rack cards, ones that get noticed on the display and give you results, you have to set a reasonable budget. Whether you choose templates or a custom design approach, make sure that you are realistic about costs in order to get the highest quality cards. Remember that these materials are representing your company and products or services.
Design Tips for These Materials
- Let’s get visual. Choose the most dramatic and attention grabbing graphics or images that you can come up with. Remember that the idea is to get your marketing item noticed immediately, and that starts with visual appeal.
- Use bold colors in order to grab the eye and generate curiosity about your card.
- You don’t need a lot of text on rack cards. A few simple lines, maybe a headline and a slogan or tagline, and call it good. Concentrate most on the visual appeal.
- Think about your targeted audience during the design process, and create the end product for them.
- Keep your message simple and clear. If you make things too complicated or you use words that most people will not recognize then you could end up alienating potential customers with your material instead of attracting them.
Size Affects Impact with These Cards
Choose an unusual size, such as a slim card or one that is larger than usual. This will help set your item apart and make it stand out more among all of the others on the rack. When someone is looking at the display they will see many different choices, and you want yours to be unique enough to get noticed first. Otherwise, you may be better off advertising with a different method instead.
Sales Strategies you can Use
You can use many different sales strategies with rack cards. You can target certain types of locations, such as convenience stores, hotels, or restaurants. You can target certain industries, such as tourism or business travel. You may need to try out different strategies in order to determine which ones work best for your business and the products or services that you offer.
Choose the Right Printer
If you are not careful then all of your hard work and money could be for nothing if you choose the wrong printer and end up with poor quality or substandard marketing materials. If you do not already have a printer that you comfortable with then you should evaluate at least two or three printing companies before you make a final choice.
Coupons and Special Offers
Including a coupon in your rack cards helps retention of your items and thus helps you build your brand. Special offers with limited time frames are valuable tools too. To take advantage of your coupons and special orders, have recipients bring the rack card to your location. This helps you track the success of your cards too.
Check the Proof Carefully Before you Give Final Approval
Before you give final approval and the printing process starts for your rack cards make sure you check the proof very carefully for any errors or mistakes. This happens more often than you may think, and even the smallest flaw in your printed items could reflect poorly on your business. Look at the text, the images and graphics, and even the color.
Take Advantage of Volume Printing Discounts
No matter what items you are having printed you should always take advantage of volume discounts. If you can use the same materials in future campaigns and advertising efforts then it makes financial sense to order all of them at once and get a lower cost per unit.
Where have you used rack cards to advertise your business?
