Magnets follow logically from my previous post about Ernie, the business card.

'How so?' Mavis (my inner-post-critic) asks.

'Like business cards,' I reply, 'magnets are more likely to be kept and referred to for the longer term. Magnet are usually kept on the fridge. A place we look at again and again.'

'I prefer my fridge to be free of clutter,' Mavis says smugly.

'Good for you,' I reply. 'Can I write my post now?'

'Fine.'  Mavis sits back and folds her arms in a huff.

A promotional magnet often looks like a business card, but is one-sided and can be slapped on a fridge (or filing cabinet, or those funky metallic pin boards, etc.). So in some ways they are even better than a business card. Magnets are on display as a visual reminder and an introduction to others who happen to see it. 

Here are some tips to consider when it comes to promoting what makes you special via this most magnetic marketing tool.

• Promote what makes you special
  (Yes, Mavis, I'm repeating this for a reason). Magnets are not just a game of logo and contact details. Every piece of promotional material you have needs to promote what makes you different from the rest. Read my business card post for more info on this.

• Branding continuity 
  Ensure your magnet has the same 'look & feel' as your business card and all your other promotional material. Branding continuity is vital for building up trust in clients and potential clients.
   
• Basic contact details
  Always have your business name, phone number and website address. If you have a location you want people to drop into, then have the physical address. You can afford to lose: a PO Box address, fax number and email address (they can email through your website). 
   
• Make it look attractive
  You want the magnet to be picked up and put on display elsewhere. So make sure it's designed attractively – not only for the fridge owner but also for the friends and relatives who pop around and gaze at that person's fridge while the coffees are being made.
   
• Give them a good reason to 'fridge it'
  Tradespeople and healthcare givers seem particularly popular in the refrigerator realm. Easy reference for basic needs = fridge slap. If you're not in either of these sectors then it might be worth taking your magnet to the next level: the particularly inspiring or helpful magnet.
  Example 1: Have a famous amusing or inspirational quote that's also be relevant to your business.
  Example 2: Helpful reference info (e.g. a wine association invests in a larger-sized magnet to include a wine variety diagram).
  Example 3: Annual calendars, again on larger magnets (done to death but can still be handy)
   
• Sandwich board trick
  Business owners with metal sandwich boards can put the magnets along the edge of the sign to encourage passers-by to pick up a magnet on the way. This tactic means the magnets are not just used by current clients, but those who haven't used your services yet.
   
• Special offer distribution
  Print a time-limited offer on an attractive card and have a space to stick you magnet onto it (ensure it can be pulled off the card without causing damage to the magnetic side). Distribute through:
  -  Networking event tables or event 'show bag' 
  -  Through letterbox mail-drop in your targeted district
  -  Magazine/newsletter inserts
  -  Surprise bonus with any purchase (include in retail bag or direct mail purchase package)
  -  Give to treasured clients as appreciation for their support

Magnets are cheap to produce so it's worth a whirl – no matter what Mavis says. 

Next we are going to be talking about the secret pleasures of bookmarks, postcards and coasters…very exciting.

This post was written by Megan Hills.  Megan is a writer, cartoonist, marketing consultant who thinks you have a certain magnetic quality. Find out more about Megan.
 

The humble business card. So small, yet so powerful. Let's call him Ernie. 

Not all our business comes from the internet. Some of our most powerful connections can come from actually meeting a real 3-D person – and handing over Ernie (your business card).

Not just because they can use Ernie to look on your website or contact you directly. Ernie can help the conversation along. Ernie can explain what makes you special.
 

An Ernie scenario 

You're alone at one of those business networking things. This one is even more horrific than usual. There's a sea of people, but none of them familiar. Those who already know each other clump together like survivors on a life raft. Meanwhile you're paddling along hoping for someone to shuffle over and create some space for you. 

This doesn't happen, of course. Bastards.

Fortunately you come across another lonely paddler, Dolores. Talking while paddling can be hard work. At least you both look engaged.

You try to explain to Dolores what you do for a crust, but the waves are getting bigger and the room is getting louder. Dolores is looking puzzled. So you end up pulling out Ernie and passing him across like a floatie. It works. Dolores' eyes light up. Why? Because:

• Ernie answers all her main questions:
  -  Name of your business
  -  What you do that's different and how you can help (in your tag line)
  -  Your name (qualifications/credentials, if necessary) and where you can be found 
   
• Ernie looks fabulous  
  You immediately go up several notches in Dolores' estimation because the cardboard is firm (emitting confidence) and the design is easy to read, engaging and professional. 

• Ernie is a visual cue
  This can make all the difference, because many of us are more visual than auditory in how we receive information.

Dolores asks for another Ernie because there's someone else she knows who is likely to be interested in what you do. Hey, this networking thing isn't so bad after all…

After the networking thing

Back at the office, Dolores checks out your website (the web address is on Ernie, of course). The logo on Ernie is the same as what appears on the header of your website. Dolores immediately knows she's in the right place. Ernie is part of the family. You go up a few more notches in Dolores' estimation. Branding continuity is a beautiful thing when it comes to building confidence. 

Once Dolores has checked out your site, she adds your details to her contact list and slides Ernie into her business card folder. If her contact list is ever lost (computers are great when they don't send your hard drive into an abyss), she knows Ernie is there as a quick reference.

And there's no need to pull out Ernie from the folder to get all the details, because all the important information is on one side. Super easy. Unlike some, this Ernie slides in nicely to the folder. He is just the right size. The ones that aren't the standard dimensions always get thrown out because they don't fit into the filing system.

Other people's flyers, brochures and presentation folders are cumbersome things to keep. Ernie is much easier, so he's saved from the circular file.

So what have you learned from this tale?

• Have an Ernie that clearly states your name, your business name, what you do and why you are special (conveyed by business name and/or tag line), and how to contact you (if you don't want to put your actual location down, have a PO Box address – just a phone and email looks half-baked)
   
• Make sure all these details appear collectively on ONE side of Ernie
   
• Have an Ernie that's well designed, well printed and on decent, firm stock (i.e. cardboard)
   
• Have branding continuity from Ernie through to your other promotional materials 
   
• Don't make it hard to put Ernie in a wallet… 
  …business card holder or presentation satchel (they often have a plastic pocket or 4 cut slits to slide your Ernie in there). 
   
• One exception to this rule above… 
  …was a photographer who had a concertina design for her business card, making it an immediate portfolio of her work. Six panels all up. Spiffy. And still using the regular dimensions with firm cardboard (but not too thick to be cumbersome).
   
• Make sure your Ernie is inflatable (just kidding)

3 extra quick tips 

1. Be careful with die-cutting
   i.e. fancy-trim irregular edges (e.g wavy edge). It can look impressive but be expensive. Unless you're a printer or designer, it's probably not worth the expense. I'd generally opt to use the money for internet marketing development.
    
2. What to do on the back of your Ernie
   Don't repeat the information you already have on the front.
   Instead you can:
   (a)  List some key benefits. 
   (b)  Keep it blank so you can scribble additional information on it. 
   (c)  If you have the kind of business that involves regular appointments (e.g. a massage therapist) you can use the back to write the next appointment details and give the card to your client.

3. "I remember faces, but I don't remember names"
   Okay, photographs on business cards is usually a tacky look. However, I have seen one with a semi-transparent b&w image that looked incredibly sophisticated. It was representing a shmick graphic design company. Consider it.   
    

Printing a professional business card is fast and cheap. Don't print them out on flimsy card at home. You will look unprofessional and that's going backwards. You're better off not giving a business card at all. 

Don't have your brand worked out?

Read my other posts on branding design:

• Briefing a logo designer
• Logo basics that even some graphic designers forget

After these simple steps, you can go forth and proudly offer your fabulously professional Ernie – and even enjoy paddling around those crazy networking events. Bon voyage!

This post was written by Megan Hills.  Megan is a writer, cartoonist, marketing consultant who quite likes hanging out with Ernie. Find out more about Megan.