BUSINESS CARDS

An old standby in a modern world of tech-driven communication

By our African Marketing Confederation News Team | 2024

The humble business card is surely one of the oldest, simplest and most cost-effective marketing tools we have. Is it still relevant?

In today’s mobile-first world, where digital networking platforms like LinkedIn have gained immense popularity, the relevance of traditional business cards has, understandably, been questioned.

Tech enthusiasts argue that business cards are outdated and that NFC (near-field communication) technology or QR codes should be used instead.

Plantable business cards have plant seeds embedded in them. Photo: A La KArt Creations, Dover, Kent

Research tells us that the business card market is expected to reach US$242.3-million in value by 2027, growing at a healthy compound annual growth rate (CAGR) of 11.2% between 2021 and 2027. This is according to a study by the research firm Market Research Future.

These are not bad figures for a supposedly ‘dying’ industry, says Zimbabwean marketer, Innocent Mushamba, writing in the latest issue (Issue 3 2024) of Strategic Marketing for Africa, the magazine of the African Marketing Confederation.

“The principle is this: people do business with people they like. Personal interactions tend to be more meaningful because they are face to face. The act of physically handing over a card and engaging in a conversation can leave a lasting impression and build trust and rapport,” Mushamba writes.

“A memorable business card makes you referable. It brings your brand to life, is a convenient means for people to get your contact details quickly, and creates a credible professional image. A good business card can be a great tool for B2B referrals.”

Business cards that make you stand out

The world’s most expensive business cards are the Black Astrum Signature Cards, which cost US$1,500 each and are sold in packs of 25, 50 or 100 – meaning the least you may spend to get them is $37,500 for 25. A pack of 100 will cost you $150,000. That is how much value some people are willing to invest in their personal brand.

If you’re a food lover, you may want to order a pack of edible business cards filled with luscious Belgian white chocolate, or even cards made from cookies. And for the environmentally conscious businessperson, there are eco-friendly plantable business cards made from recycled and biodegradable paper waste. Some even have plant seeds embedded in them.

“Simplicity is the golden rule of a good business card. No one wants to strain their eyes with an overcrowded, busy and cluttered card. The right balance of space is key. Colour is more memorable and stands out better than plain white. This is why a company must invest in a brand manual and mood board,” advises Mushamba.

Find out more in the new issue of Strategic Marketing for Africa – the voice of African marketing and the official publication of the African Marketing Confederation (AMC). Read the Digital Edition online here.  

A Print Edition of the magazine is also available. 

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