When you are checking out of a hotel, you are bound to see a stack of rack cards that promote the other services of the establishment that you just visited. You pick one for future reference, or to give to a friend who might be planning to stay in the same hotel in the future. Such is the effectiveness of marketing through rack cards. They hold a person’s attention enough to grab one card, read through it, and hopefully take it home.
If you would like to take advantage of the appeal of rack cards and use it as a way to advertise your business, here are a few things to learn about them:
- Rack cards should be placed in an area where there is a lot of foot traffic.
Aside from hotel lobbies, you will usually see rack cards displayed in theaters, the waiting area of doctor’s offices, showrooms, booths in tradeshows – basically any area where there is a lot of foot traffic. Placement is important because the more that people will grab one of your rack cards, the more exposure your business will get.
- Design, color, and overall look is important.
Since your goal is to capture the attention of anyone standing near the place where the rack card is set, the design of your card must be eye-catching. Think of the brochures distributed in airports which showcase the most beautiful tourist destinations in the country you’re visiting. The images are attention-grabbing and are professionally photographed. The same thing should apply when it comes to your own set of rack cards. Remember that design, color and the overall look of the card should compel passersby to grab one of your rack cards.
- When you print rack cards, make sure to use high-quality offset printing.
Offset has up to eight times better quality than desktop digital printing, so the extra investment is well worth it. You should also know which size and material is most effective for rack cards advertising. The standard sizes are 3.5” x 8.5” and 4” x 9”.
- You can also incorporate special features in the rack card design.
Finally, you can incorporate special features when rack card printing. You can design it in such a way that the bottom part is detachable and can be used as a business card or a discount coupon. By learning as much as you can about rack cards, you can turn printing them into a vital part of your print promotional campaign.
