9 Tips for Creating Highly Effective Rack Cards
A rack card is a simple and cost-effective print marketing solution for businesses of all sizes across a broad array of industries—particularly tourist attractions, landmarks, dining establishments, and events. Rack cards are printed on heavy cardstock. Although typically laid out in vertical orientation with approximate dimensions of 4” x 9” in order to fit in standard display racks, a rack card is equally on retail countertops. Because it fits inside standard #10 business envelopes, rack cards can also serve as mailer inserts.
Rack cards are often displayed in places that receive a lot of foot traffic, such as
- Waiting areas
- Hotel lobbies
- Grocery store entrance vestibules
- Convenience stores
- Trade show displays
Because there are typically many rack cards displayed next to one another, your rack card needs to earn the attention of viewers. Keep these nine tips in mind as you create your rack card.
9 Tips for Creating Highly Effective Rack Cards
1. Use high-quality images to command your audience’s attention.
Choose crisp, high-resolution images that clearly illustrate the attractions, events, products, or services you are promoting.
2. Less is more when it comes to text.
Rather than cramming as much information on your rack card as possible, focus on the essential information:
- Your business’s name, logo, and tagline
- A relevant and attractive image
- Features and benefits of the products, services, attractions, or events you are promoting
Invite your audience to learn more by directing them to your website or social media page. Don’t forget to include that information on your rack card, too.
3. Give the viewer a reason to pick up the rack card.
Let the card serve as a discount coupon or a handy takeout menu, practical calendar, or beautiful art print that your audience would love to pin on a bulletin board or fridge. [Need help creating the design you’re envisioning? Learn more about 5 Star’s graphic design services.]
4. Prompt the viewer to take the next step.
Think about what you want the rack card viewer to do next, beyond simply picking up the rack card. Prompting your audience to take the next step is called a call to action (CTA). If you want them to learn more about your offering, include a QR code and your website. If you want them to head straight to your restaurant, attraction, event, or landmark, be sure to include the address, as well as a clear map and directions to your location on your rack card.
5. Keep your target audience at the forefront of your mind as you create your copy and design.
It is often said that if you try to be everything to everyone, you won’t be anything to anyone. As you craft your rack card’s copy, think about what makes your ideal audience unique. What type of language do they use? By keeping your content concise and consistent with your ideal customers’ style, you are more likely to entice the right audience to pick up your rack card.
6. Align the tone and style of your message with your color palette, and images, fonts, and other design choices.
If a picture is worth a thousand words, think of how much the visual elements of your rack card contribute to its tone and style.
7. Proofread, proofread, and proofread again.
Before your marketing materials are distributed far and wide, take the time to ensure that there are no spelling, grammatical, typographical, or design errors. It is helpful to have a second pair of eyes look at your rack card or, at minimum, step away from your rack card for a bit and then review it with a fresh pair of eyes. If you would like to enlist the help of a professional proofreader, contact us to learn more about 5 Star’s proofreading service.
8. Invest in top-notch cardstock and printing.
Your rack card will likely be displayed next to others, and the quality of printing and cardstock you use, as compared to your competition’s rack cards, will be immediately apparent to your audience. Therefore, it is worth investing in quality products to help build your brand’s reputation. [Learn more about 5 Star’s printing services.]
9. Formulate a plan to distribute your rack card.
You might have impressive images and compelling copy, but if your rack card does not get seen by prospective customers, it will not be effective. 5 Star’s distribution system offers an impressive and customizable reach. 5 Star’s display rack information centers are regularly stocked and serviced—as often as two to three times a week during the peak summer season. [Learn more about 5 Star’s distribution options.]
And there you have it! Planning the design, text, call to action, printing, and distribution of your rack card will enable you to create a multipurpose marketing piece that will attract and convert your targeted audience into visitors and customers.
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