Need help with a concept/copy for a Rackcard

by Roxyj

Posted: 11 years ago 8 replies

OFFLINE MARKETING

Hi everyone,
I'm looking for some help with branstorming some concepts, and help hammering out some copy for a Rackcard. I know how awesome you guys are with marketing and I'm hoping for some feedback and some ideas.

I'm working on a 2-sided Rackcard for marketing my design business. I would like to promote my web design service on the front side, and promote the rest of my services on the other (traditional graphic design).

Some concepts I've had are:
Front:
On the front I would like to focus on a specific offer along with a "fun" headline:

Refresh Your Website, eye-catching photo, with a list of features, a promotion (like; buy our hosting and maintenance package for 1 year, get 50% off your site), call to action (call us for a free quote).
Or
New Website For a New Year, eye-catching photo, with a list of features, a promotion (like; buy our hosting and maintenance package for 1 year, get 50% off your site), call to action (call us for a free quote).

Back
A list of other services, contact info. I'm stuck here.

Any ideas or tips on creating a more compelling Rackcard would be really appreciated. Any ideas/examples on how I can incorporate a USP?

#concept or copy #rackcard

sandalwood

11 years ago

Originally Posted by Roxyj

I took this definition off wikipedia:

A rack card is a document used for commercial advertising, frequently in convenience stores, hotels, landmarks, restaurants, rest areas and other locations that enjoy significant foot traffic.

May I ask why you elected a rackcard to promote a web design service? Seems incongruent medium with message. I guess I'm out of date but we use face to face promotion plus cold calling. I realize cold calling has a bad rep but it works for us.

Of course the referrals also help but the initial referrer was generated via one of the two methods I mentioned.

I wish you success.

Tom

Thanks
1 reply

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Roxyj

11 years ago

Originally Posted by sandalwood

Hi Tom,
The Rack Card will be used in my local chambers bi-monthly newsletter. It was the most cost effective way to print the insert without going with a flyer. I wanted something different from a typical 8.5 by 11 flyer, it will use a heavier stock. The newsletter is typically unbound, with loose letter-sized advertisements from local businesses sandwiched between a folded 8.5 by 22 cover. I'm hoping the smaller size will stand out a bit, another local business went with a smaller and heavier format last newsletter, and it fell out when I opened it causing me to handle it, and look at it more closely. Also my chamber has a Rackcard stand that I will put the extra cards into.

I was also considering a postcard, or greeting card format, but the Rackcard format could serve dual purpose by being able to add it to the stand at the chamber.

Thanks
1 reply

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ClayWhite 11 years ago

I'm also looking at using Rack Cards for local advertising. I first thought that brochures were the way to go until I came across rack cards. They are cheaper than brochures, easier to hand out, take up less space, and can be placed in a nice display box at local retail shops.

Here's an idea for you...

Design the front with some of your best work and a catchy heading. Then on the bottom of the front side glue (use glue dots) a business card or offer card to it. This way people can pull of the card and keep it in their wallet if they are interested... most people will just throw away or lose the rack card because it's too big to carry around.

On the back side, list all your services and special offers CLEARLY. Hand them out around town, colleges, retail shops, the mall, or any large gathering points in your city.

That's just my 2 cents... hope that sparks something for you.

Good Luck!!
- Thanks
- 1 reply
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- Irish Intuition 11 years ago
  
  With a rack card your success or failure rides directly on the top
  40% of the front of card. You do not want a 'fun' headline, unless
  you are selling vacations.
  
  "Is the Internet Secretly Killing Your Business Too?"
  
  Now of course the copy that follows needs to be relative, but
  that is easy to do with what you are selling. I tend to not use
  the term of the thingy I'm selling (SEO, SMS, Mobile websites,
  Rep management, etc), in the headline.
  
  Instead make it easier for them to instantly grasp but more
  importantly, get them reading.
  
  Thanks
  
  1 reply
  
  Signature
  
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  Roxyj 11 years ago
  
  Thanks for replies!
  
  ClayWhite:
  I really like that idea, the deadline is a bit short to hand-glue 500 Rackcards, but I'm looking into the cost of adding a tear-off to the bottom. Thanks for the inspiration.
  
  Irish Intuition:
  So you are saying to "poke at" a pain-point?
  I was also thinking of highlighting a positive outcome.
  
  Some ideas are:
  Is you website getting stale just sitting there?
  Refresh your site.
  
  New Year. New Website. New Customers.
  
  Hi. We make websites... ...and other stuff too. <---- This conversational "cute & clean" method was effective in some testing. Made us appear more approachable. ("and other stuff too" on the back).
  
  Thanks
  
  2 replies
  
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  Irish Intuition 11 years ago
  
  Originally Posted by Roxyj
  
  Irish Intuition:
  So you are saying to "poke at" a pain-point?
  I was also thinking of highlighting a positive outcome.
  
  Not really, just trying to get interest in them to pick
  it up and start reading.
  
  Most are oblivious that their website sucks so there
  is no pain point, yet. You must plant the seed to grow
  the tree
  
  There is no real positive outcome headlines that would
  be very interesting (as most think their website is not
  an issue).
  
  The hardest obstacle you have is them picking it up
  and starting to read it.
  
  Thanks
  
  Signature
  
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  ClayWhite 11 years ago
  
  What about....
  
  1) A website says a lot about a company... What's yours say about you?
  
  2) Studies show that businesses can lose sales just by having an out of date website...
  
  just a few thoughts.
  
  Thanks
  
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DaniMc 11 years ago

I agree with Tom. Can't really help you without knowing your intentions for this card.
- Thanks
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Need help with a concept/copy for a Rackcard

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