Weddings, baby showers, birthday parties, family reunions, college graduations, business meetings, summer vacations—with so much going on in our everyday lives, it would be nice if there was a way to keep track of it all. Thankfully, the paper calendar isn’t going anywhere, and your end-users need them now more than ever. To give them exactly what they want, we spoke to two experts, John Pattinson, national sales manager for House of Doolittle, Arlington Heights, Ill.; and Amberlea Barnes, CEO of Drum-Line, Stuttgart, Ariz., about what makes the perfect calendar promotion.
The Value
Before we get into the specifics, you might be wondering why your business should bet on paper calendars in a digital-driven world.
“Many people today think that calendars are going away,” Pattinson said. “This is not true. While some people only use the calendar on their phone or Outlook in their office, many office workers today still use a paper desk pad, wall calendar or appointment book. Many studies have shown that when you physically write something down, you will remember it much better than just putting it in your phone.”
Barnes agreed that calendars are here to stay. “Calendars are not dead,” she said. “Even in the digital age, people still like to put pen to paper for organization and planning.”
The Repeat Potential
Besides the fact that everyone could use more organization, the calendar is a promotion that will keep working for you long after you gift it. Because most calendars typically last for a year, end-users will be ready for another one in a year’s time, making the repeat potential endless. All you need to do is follow-up.
The Brand Exposure
The best kind of promotion is the promotion that attracts attention to your client’s branding. Thankfully, the calendar is the king of brand exposure.
“Year-round visibility for your company [makes calendars a good promotion], of course,” Barnes said. “Statistics show that the majority of people still have at least one calendar prominently displayed within the home or office.”
A promotional calendar turns any home into a billboard for your client’s logo. And, why stop at the logo? Pattinson provided some examples for distributors looking to increase new business.
“[Distributors] can highlight different product categories that they specialize in, and highlight different products based upon the time of the year and the area of the country,” he said. “Winter gear in the fall, coolers and picnic cups in the late winter and early spring. …The distributor can use it as a reminder that it is time to order a particular type of product.”
The Personalization Possibilities
If you want to create a calendar promotion end-users will truly appreciate and remember—personalization is key.
“People love to see their name in print,” Barnes said. “Personalized calendars are a great end-of-the-year gift for clients or employees that they are sure to keep.”
In addition, customization with photographs is growing in popularity, according to Barnes.
“The classic wall calendar is a top-seller year after year, but it is now popular to include custom photographs,” she said. “With low minimums and quality photos easier to obtain, many small companies, organizations and schools are able to create custom calendars that truly tell a story. A picture is worth a thousand words.”
The New Styles
While it might seem difficult to get inventive with new calendar formats, there’s always room for creativity.
“The adult coloring trend for relaxation and focus continues [to gain traction],” Barnes said. “We offer coloring patterns on several styles, including desk pads and wall calendars. This is great for hospitals, senior care, rehabilitation, counseling or human resources to promote health and well-being of employees.”
Barnes also offered easy-read calendars as another calendar style growing in popularity.
Pattinson, on the other hand, noticed end-users are asking for different formats.
“We are finding more and more distributors looking for the three-month (past, present and future months) on each page [of] wall calendars,” he said. “While these are not new, they are becoming more popular. We are also seeing a trend to full-year 24×36″ laminated planners.”
The Popular Markets
While most people need calendars, there are several tried-and-true industries that you can count on for new business.
“Look for companies that rely on repeat business all year and have heavy competition from larger companies,” Pattinson said. “They are looking for innovative ways to keep their company name in front of their customers all year at a very reasonable cost. …We have heard of successes for calendars that are used for fundraising, [like] choirs, fire departments, schools booster clubs, etc.
Barnes provided more ideas: holiday gifts, employee recognition, donor gifts, nonprofit awareness campaigns and teacher appreciation.
