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In today’s economic climate, it is getting increasingly difficult for small businesses to gain and retain valuable customers. Many merchants are cutting back on anything they feel is optional, including critical business initiatives like print advertising, promotions, trade show attendance and direct mail. This leaves businesses with a problem: how to effectively communicate to customers that they WANT and NEED them? Loyalty card marketing is one answer that many merchants may not have considered.

You’ve decided it’s time to take your marketing to the next level and add gift cards to your business — a wise choice. Now, you are ready for the next step, and choosing the right card design is an important part of the process. Here are some do’s and don’ts and common mistakes people make when designing their gift cards.

Tough economy — no one is spending any money. Merchants all over the country are forced to devise ways of doing more with less. Preservation of capital is key. Survival is everything. Keep your head above the waterline – don’t change anything and ride this baby out. This is what you’ve heard if you’ve tuned into any business advice floating around the Internet, television and radio airwaves.