Switzer Blog

Forbes declared business cards dead, claiming they’re static, being used wrong, and they don’t reflect our life in a high-speed gig economy. Well, they’re partly right.

Here’s our take:

Living la Vide Digital Age

Yes, Americans devote more than 10 hours a day to screen time, but when so many messages are moving digital, there is now more open space for traditional marketing, including business cards.

And traditional marketing (specifically, print media) has gotten much smarter. Predictably, traditional media works best when tied together with digital. The key is connecting through meaningful relationships. And with an action plan in place, both forms bring out the best in each other.

Business Cards' Role Has Shifted

88% of business cards handed out get thrown away in less than a week. Dropping off a business card stapled to a brochure at a prospect’s front desk doesn’t cut it anymore.

Today, business cards are the sidekick with a purpose. Context, delivery, and timing matter. Depending on the meeting style, you may want to hand out a business card in the beginning or in the end. Or it may not be appropriate to hand one out at all. It all depends, and honing on the right time and place can be key to making it work most effectively for you.

High Expectations

People’s BS Detectors are better than ever. Quality, authenticity, and originality have never been more important because we’ve been conditioned to be skeptical of most sales tactics. A second glance is only given to things that resonate as authentic.

With high expectations set, high caliber design and materials are not optional, rather, they’re essential.

High expectations can open the door to being memorable, a rare unicorn in the marketing world. Take a calculated chance on size, shape, material, colors – everything. It’s easier now more than ever to break away from the standard 2” x 3.5” white business card. Local artisans and online retailers are no stranger to custom requests.

So are business cards dead? Far from it. They’re just not what they used to be, and that’s a good thing.