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
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.
Choose crisp, high-resolution images that clearly illustrate the attractions, events, products, or services you are promoting.
Rather than cramming as much information on your rack card as possible, focus on the essential information:
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.
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.]
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.
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.
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.
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.
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.]
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.
What’s a simple, inexpensive way to capture the attention of your ideal customer and provide them with information about your company? If you said rack cards, you are correct!
Brochures offer the same benefits, however, brochures provide more in-depth information. Because of their size, they can go into more detail. This can be good, or bad.
If your customers want detailed information, brochures or booklets are the way to go.
If they want short and sweet (but more information than what’s on a business card), rack cards are for you.
First, let's look at some examples. Below, you'll find a list of a few well-designed rack cards. You will also find explanations of some of what works about them.
Someone I spoke recently with looked through different rack card options, and she noticed the most effective rack cards are simple.
They capture attention and keep your eyes focused on where you want them. In other words, they only share the most important information about your company.
The most effective rack cards are simple
If clients share with Inkling what information they want on the card, and provide a few images to choose from, we make the design decisions and deal with the wording and headlines.
When designing a rack card, asking yourself these questions will get you started on the information to provide.
When deciding on the printing of your rack cards, answer the following questions.
In addition to these tips, there's one final element we must consider. Every time we move forward with a marketing effort for our company, we need to ask ourselves, “what’s the goal of this piece?”
The goal of a rack card is to establish authority (you know what you’re talking about) and show why your company is memorable — along with what your customers/prospects should do about it.
As we’ve discussed, a memorable company will capture the attention of the right customers, create solutions to their problems, and change their lives.
A rack card simply shows how your company is memorable — and makes a statement while doing it.
If your company needs to make a statement with a rack card, contact Inkling Creative today!