Because they don't cost much, club cards can provide you with a big return on your investment.  And while their name shows that they are commonly used to promote nightclubs, a club card can be used to promote any business with a brick and mortar location.

Regardless of what your business is, if you know the traits of a great club card, you can create one that will bring new customers through your door.

So, what does make a great club card?  A great club card:

Has a Hook

You need to give people a reason to care about your club card.  For a nightclub, the hook is usually a special party, popular DJ or celebrity guest appearance.  For any other business, the hook can be anything from a special offer to an exciting new product launch.

Is Attention-Grabbing

When you hand someone a club card, the difference between them looking at it and throwing it into the nearest trashcan will be whether or not it grabs their attention.  To grab their attention, you need to ensure that the design of your club card emphasizes the hook you are offering.  You can have a great hook, but if it's not made clear enough to grab their attention, your club card is just going to be thrown away.

Is Easy to Read

Because you've successfully grabbed their attention with your prominent hook, the person you handed your club card starts to take a detailed look at it.  At this stage, it's important that that person can actually read the information you've included on your club card.  This may sound like common sense, but it's actually a common mistake with club cards.  Many club cards simply go overboard with their designs, and as a result, it's very difficult to read the information that is included on the card.  If someone can't read the address of your business, they're not going to walk through your door.  Therefore, make sure your design doesn't render the text virtually impossible to read.

Is Fun

Club cards don't have to adhere to strict guidelines.  Instead, they are your opportunity to be creative.  Club cards also don't need to be formal.  In fact, a club card that's formal and overly "corporate" will probably flop, while one that's fun and creative will do well.

When it comes to having fun with your club card, you have lots of options.  You can add humor to your hook.  You can make bolder design choices that might not work with other marketing tools, but will be successful with your club card.  

Is Durable

You do not want to print club cards on plain, flimsy paper.  If you do, your club cards are going to fall apart or get ripped up.  To ensure that your club cards don't get destroyed before people have a chance to act on them, you want to make sure that your club card is printed on durable stock.  An added bonus of printing your club card on high-quality stock is that when people feel the strong texture, they will want to hold up the card and take a closer look at it.