Ripcard Marketing

A rip card is a printed marketing piece that has a perforated portion that allows the receiver to separate it into two pieces, retaining one and using the other to take advantage of your offer. For example, you may offer a coupon to encourage a sale or an appointment, but you also want the receiver to still have your contact information about you after they redeem the coupon.

A rip card is often a rack card with the addition of a perforation. Rip cards work equally well for direct mail.

Rip cards offer a unique twist to your marketing campaign. Brochures, sell sheets and presentation folders only offer one-way communication with customers. You provide information and the recipient chooses whether or not to receive it. This is called push marketing.

When you use a rip card, you still push information, but at the same time you encourage the recipient to take action. This is pull marketing. The action may result in an immediate sale or create long-term value by helping you develop relationships with potential customers.

Here’s an example.

Suppose you are a financial advisor. You send a rip card to a potential client. It consists of an invitation to a seminar to learn about saving for retirement, and a detachable business card. Because you provided something of value to the prospect (information), she may decide to use your services in the future. In the meantime, she has your business card to keep or to pass along to a friend.

Create a bond with a client.

While rip cards are useful for prompting action, they can also create a bond or obligation between you and the recipient.

For example, use the tear-off portion of the rip card as a membership card in your VIP program. Remind the participant of the benefits of membership on the large panel. Or, use it as an appointment reminder card (this prompts action and creates an obligation).

Rip cards are frequently used as raffle tickets in drawings to raise money for charitable causes or to register for rewards at trade shows or grand openings. Giving something away can create excitement for a product and goodwill with the public. However, savvy marketers also use rip cards to collect names for their marketing database.

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