Business card coupons combine strategy with originality
Author: Bill Laforme
November 11, 2009

Everyone is looking to save money in today's economy. Studies have shown that consumers are more focused on value than ever, with many cutting back on spending, and many more stretching whatever dollars they do spend. Businesses are not exempt from cost-cutting concerns, either, as many are scaling back budgets and reducing staff.

Consequently, any promotion- or discount-focused marketing strategy will likely see impressive results with both consumers and businesses.

One way to capitalize on this phenomenon is to put coupons on the back of business cards. All too often businesses neglect the reverse side of cards, thereby ignoring valuable real estate for advertising or promotions.

Putting a coupon on the back of a business card is an easy way to drive up sales in a value-focused economy - a recent study by the accounting firm Deloitte found that discount and value department stores will see the highest amount of back-to-school shopping spending this year - 90 percent - while 74 percent of consumers will buy more products on sale, 64 percent will choose lower-priced versions of items and 55 percent will use more store coupons, compared to last year's school shopping season.

In addition, money-saving behaviors are dominating internet use, according to data by the Pew Research Center, which found that 67 percent of online economic users compare prices to find the lowest price available for a product, 40 percent look for online coupons and promotions, and 27 percent look for cost-saving tips.

Tapping into this highly cost-conscious demographic - and the overall value-focused national sentiment - will likely make a dramatic impact on a business' bottom line.

Coupons on business cards can also serve another purpose, as they encourage the recipient to keep the card on hand until the coupon is used - thereby increasing the brand exposure and the consequent brand impact.

As opposed to traditional coupons in print or online advertisements, coupons on business cards have a more personal feel, as they are attached to the name and contact information of a company representative ready to consult the cardholder should he or she wish.

Small businesses considering this approach should decide on the scope of the coupon - will it be available for repeated use, so the client can hold on to the business card? Or will it be a one-time use coupon, making the second side irrelevant after use but saving the company from having to honor repeated discounts?

Regardless of specific choices, companies who put effort into customizing their business cards are likely to be well-received by consumers and businesses alike.