Guerilla Marketing Example
How a Humorous Business Card Cuts Through the Clutter to Build a Small Business Brand
Please Note: This conceptual piece was designed for a project 'pitch.' The name 'Bernie the Barber,' the logo image, and the contact information are merely placeholders. But the exercise illustrates how we approach all design projects.
Our assignment was to design a business card concept that makes people smile while still delivering critical contact details at a glance. The solution is not just a card. It's an attention-grabbing conversation starter that mirrors the interesting and enjoyable personality of the person behind the brand.
Sep 16, 2025 • 4 min read
"Create a guerrilla marketing piece thats inexpensive, attracts attention, and drives sales."
-- That was the challenge we gave ourselves.
Most people think of branding as just a logo or a website. In reality, branding occurs with every customer interaction. It doesn't matter if it's online, offline, the store decor, how you interact on the telephone, or the design of your marketing materials -- even as small as a business card pinned on the community bulletin board at the supermarket.
So for our Bernie the Barber business card design project, we didn't treat it like a throwaway print job. We approached it as we would any small business marketing assignment: start with the user's perspective, and create a message that sticks.
The Challenge: Standing Out in a Crowded Small Business Market
A competitive field:
Bernie runs a neighborhood barbershop in a city full of options. Plenty of places offer decent cuts at fair prices.
The customer mindset:
On a Saturday afternoon, getting a haircut isn't at the top of most people's to-do list. It's easy to procrastinate.
The differentiator:
What makes Bernie the barber unique and keeps customers loyal? It isn't just the haircut itself. And he isn't the least expensive. It's the enjoyable experience. And for a small service business, the way you make people feel is often your strongest competitive advantage.
The Concept: Using Humor in Business Card Marketing
For Bernie, humor was the perfect way to show his personality. His "Hey, great to see you!" smile is instantly welcoming. So the result is a cartoon-style business card design that communicates both the problem and the solution at a glance.
The final pencil-sketched illustration and headline are unexpected and direct enough to get noticed. They nudge readers to think, "Actually… maybe I am overdue for a haircut."
Of course, small business marketing can't just spark interest--it also has to convert. That's where a clear call-to-action comes in. On Bernie's card, the line "Call Now or Book Online" adds urgency and convenience, making it easy for customers to take the next step.
The Design Approach: Balancing Professional Branding with Playful Personality
Front: Clean and professional. Uncluttered contact details build trust.
Back: Illustration and humor spark conversation and emotional connection.
The card does much more than share contact details--it creates an experience. The humor sparks a smile, the clean type builds trust, and together they leave a lasting impression. That mix of clarity and personality is part of what we call sensory appeal in website design: engaging people on more than one level so the message sticks.
Business-Card Marketing Strategy
Thoughtfully designed business cards can be a powerful marketing tool. But they can't work if they're not being used. Below are six creative, time-tested ways to get your cards into the right hands -- and keep your business top of mind in your community:
- Leave cards where your customers naturally gather: coffee shops, gyms, apartment complex welcome packets and university dorm move-in packs (ask permission first).
- Partner with complementary businesses: These might be businesses that appeal to your customers -- but with different products or services or are geographically related -- such as other merchants within the immediate area (like in a strip mall). Leave a few cards and ask to trade display space.
- Community bulletin boards: hung at laundromats, community centers, grocery stores, and co-ops. Target boards that match your demographic.
- Bag stuffers & receipts: include a card with every order/transaction. When personalized with a brief 'thank you' message, this can be an inexpensive way to encourage repeat business.
- Contests & raffles: collect your customers' cards in a fishbowl for a monthly "free product or service" drawing. This creates customer interest and is a great way for small businesses to build an email list.
- Referral coupon: have customers sign a card with an email; the referred friend gets a discount, and the referrer gets a thank-you coupon. There's nothing more powerful than a referral for establishing trust.
Why Stop at the Business Card?
Posters, flyers, and fun takeaways can multiply the impact.
The Lesson: What Small Businesses Can Learn from Guerilla Marketing
This project is a reminder: whether it's a website, logo, or business card marketing piece, design is never just decoration. It's about creating an experience that motivates action.
For Bernie, humor turned a simple card into a conversation starter. If these cards get pinned to an office wall (or on a local bulletin board), they'll stand out far more than any generic, traditional card.
For your business, the principle is the same: don't just sell the commodity. Make the experience memorable. Create something worth sharing. That's what great small business branding is really about.
Readers' Poll: Which Card Cuts Through the Clutter?
We're putting three business card designs to the test. Each with its own style, tone, and visual strategy: from bold and quirky to clean and classic. All three share the same objective: grab attention and get that appointment booked.
Take a look and tell us which one you'd be most likely to keep, share, or act on: card 1, 2, or 3. Your feedback helps us shape Bernie's brand into something unforgettable.
Let's Build Something Worth Talking About
An exaggerated self-portrait of our developer, Randy, when he's overdue for a haircut. (This was our starting sketch for the disheveled character on Bernie's business card.)
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