A Wider Net

Recently we were discussing technology innovations for printed communications. I’ll be the first to admit that I’m not an authority in the world of things you can print on (except, apparently, bottle openers). In fact, I think that I may have remarked at one point long ago that “print innovation” was an oxymoron (which is a wholesale mistake and I apologize). That embarrassing little admission is important for you to understand where my next bit of idiocy came from. I was shown a picture of a product called Z-Card. It’s essentially a two-sided colored sheet of paper folded between two thin credit-card-sized cardboard ends. When folded, it fits anywhere a credit card fits. When unfolded, it’s a… well, it’s a piece of paper. My initial reaction was (to the tone of a dull drooling Homer Simpson) “ooOOooh… Folded Paper!”. The counter-reaction was an appropriate email slap.

When I finally got one of these in my hands, however, I became one of the converted.

True, it’s a business built entirely on a clever way to fold paper, but it is a very nicely folded paper. It folds as easily as it unfolds. I realize that’s a hefty claim, but it’s true - this thing practically folds itself. For that reason alone, I love it.

I don’t think it’s terribly new. Apparently they sold their billionth Z-card in 2004. But hopefully some of you haven’t seen it. It makes a terrific map of your host city, complete with directions to all your event hotels, meeting facilities, function areas, etc. On the back it can contain your agenda, key contacts, or information to support a team-building activity such as a clue, a puzzle, or an assignment. Every time they use it, your event message and branding keeps the spirit of the event in the foreground. And it’s highly sponsorable, especially if it contains information they’re going to want to keep on them after the event is over. I would ask yourself “What is it that I want everyone to have at their fingertips while they’re at my event” and then add “What is it that my attendees want to have at their fingertips all the time”. Then you have content for the perfect piece of folded paper.