What kind of a impression can a virtual business card make?

Steve Feinberg is the owner of Appletree Business Services, llc http://www.appletreebusiness.com/ and a great colleague and customer. When he commented on virtual business cards in Facebook today, I had to get a word in.

When I think of the word “Virtual” the next word to follow is “Reality.” In the late 1950’s, when computers were used for crunching numbers, Virtual Reality was a radical idea. Douglas Engelbart, an engineer and former radar technician, came up with the idea to add a digital display– much like a radar screen – to a computer and use both to solve problems.

Today, we experience virtual reality every time we boot up, log-on, or send an email. Two weeks ago I attended a Virtual Trade Show. No traffic, no lines, no waiting. Got to order samples of the latest products and chat with colleagues in the comfort of bunny slippers. It was perfect to a fault.

Thankfully we live in a world where we can see, hear, smell, taste and touch. While “virtual” may work for some businesses, it does not work for mine.
You see, promotional products or “physical advertising” is the only medium that can stimulate all five senses. And if you can stimulate any (or all) of a person’s senses, chances are they will have a distinct feeling about what that product represents.

For instance, I can show you this image of fair trade espresso beans and tell you they are covered with organic dark chocolate. I can describe how aromatic they smell when you rip open the bag. I can suggest that popping one into your mouth is like catching a glimpse of paradise. Or I can hand you the bag and in five minutes ask you for your opinion.

Business cards are a considered a promotional product and enjoy a long history dating back to 15th century China.
Beginning as social or calling card, it transformed to a trade card often listing a map or directions. (Mind you this was the 17th century and the street numbering system that we use today did not exist.)
Today our streets are as well marked as our storefronts are. And while Steve’s “virtual” location can introduce his business to the world, it is his “actual” location in Londonderry, NH that customers and prospects will visit before they conduct business.

As our virtual world continues to expand, we will need tools to keep it organized. Virtual business cards can be an asset in that respect.
But it is in the “real world” where quality branding – like Steve’s ivory linen, two sided, PMS color matched business cards – sets a business apart.

If a product is Green does that mean it is Green?

Not necessarily. Take promotional products for example. Almost anything you can think of: pens, magnets, paper products or wearables now have a green cousin.

And what exactly is the definition of Green?
Since there is no industry wide standardization, it is a matter of presentation and interpretation. For example, let’s look at non-woven polypropylene bags. These typically imported bags have been marketed as shopping totes and trade show bags for over 30 years. Only in the past few years have they been promoted as a “Green” or eco- friendly product.

Granted, these reusable bags do replace plastic grocery bags that San Francisco wisely banned the sale of in 2007 and have been major contributors to the Great Pacific Garbage Patch. This stew has been growing in the Pacific Ocean since 1950 and consists mainly of plastic products (see http://tr.im/o4UO). However, like the plastic bags that they replace, they are made from a non-renewable resource. So are they in fact “Green” or just “Greener?” Mama used to call this the lesser of two evils and I have to agree.

I suspect by now you’re wondering “What about the shopping bags made from recycled plastic?” These are typically composed of pre and post consumer scrap as well as recovered soda bottles, denier and PETE. Technically another Greener candidate as they are not necessarily recyclable.

Now by process of elimination, we’re left with “Greenest.” Ideally, this will have an organic beginning, enjoy a long service life and ultimately be biodegradable like this American made, 15 oz. organic canvas shopping bag.

So the point is, if you are leaning towards Greening your life, consider products that are more like yourself: sharing an organic beginning, enjoying a long life devoted to service and ultimately biodegradable!