Time seems to be flying by more quickly than ever, heightening the need to check the day and date (and for some people, week). Calendars of all sorts – and journals – keep us all on track, as lives contain big events and little appointments.
So, when presenting calendars (of all types) and journals to your customers, how often do you hear that, “Nah, people use their smartphones to tell what day it is and what they have planned?” This in and of itself may discourage you from this vibrant and ever-evolving category. Many suppliers have great advice and observations which will help you sell these useful mementos of life’s journeys.
Don Guthrie of Payne Publishers exclaims, “This question always makes me roll my eyes. Like here we go again defending planners. Distributors need to get over the myth of ‘technology killed the planner market.’ Payne Publishers is still going strong after 65 years in business. Technology may have dented the calendar/planner market, but we are far from being killed off.”
He adds that a significant percentage of the 310 million Americans still prefer paper planning products; calendars and planners remain one of the best returns on a client’s promotional dollars. Payne’s reorders on previous orders still run close to 80 percent, Guthrie points out. “We have some repeat projects that have run close to 25 years.”
Jon Hicks of Hotline Products provides some sales-worthy stats:
• Out of the $22 billion spent in our industry in 2016, over $600 million was on calendars.
• Out of the 24 categories represented in our industry, calendars rank eighth. So out of the 300,000 items available, calendars are in the top 10.
• Homes have an average of two to three calendars hanging up, while an average office has one to two.
• Calendar renewal rate is 70 percent.
• Calendar programs last on average 10 years.
• HotLine produced over 11 million in 2016.
• Surveys indicate that 50 percent of people do not use the calendar function on their phones.
He suggests that if any client says that nobody is using calendars and planners anymore because they do it all on their phones, remind them to look at the mall kiosks devoted to calendars, as well as the calendar and journal section in bookstores. “If nobody uses or wants calendars anymore, why would retailers give up their valuable floor space during the busiest time of the year to sell them?”
Tom Donlin of ADG Promotional Products suggests mentioning the family angle – ask any parent with kids involved in sports or after school activities what the most important item is in the house. Most will point to a wall calendar with each kid’s doctor appointment, birthday party or event, and practice and game schedule penciled in.
“As much as we like to think technology has solved every issue and consumed every marketing dollar there are still many places where simple, practical and easy is still in vogue,” he asserts. Another major advantage for distributors, he adds, is that planners and calendars provide a regular order source. “Call it an annuity if you want, but many clients find calendars/planners a valuable marketing tool that their customers/recipients look forward to receiving year after year.”
Changing the mindset may be successful by changing one word – “and” not “or” – believes Jerome Hoxton of TruArt. “Today, people need both the advantages of digital and print,” he says. “A print calendar provides unique benefits for advertisers: a) print calendars are a tangible thank you to recipients letting them know their business is valued; b) the calendar combines two important attributes to recipients – intrinsic value coupled with utility; c) and, the ‘mailbox’ is far less cluttered than the email inbox.”
Speaking of “and,” Laura High of BIC Graphic adds that today’s calendars can interact with the user as BIC Graphic offers a selection of calendars that utilize the Pixaction app. The recipient of the calendar can download the free Pixaction app, scan each monthly calendar photo and watch the calendar images come alive. “We have even created a documentary style calendar for Canada’s 150th Anniversary which is taking place this year. This piece includes educational voiceovers mixed with fluid images and music making it the ideal way to celebrate various topics from arts, wildlife, nature and history,” she describes.
“Calendars are not dead!” exclaims Amberlea Barnes of Drum-Line. Even in the digital age, she emphasizes, people still enjoy hand writing their notes, planning, journaling, doodling, and making lists. Using planners to organize are making a comeback, Barnes notes, “as more people have the desire to unplug and disconnect in this world of never-ending social media and technology.”
Remind those smartphone and computer calendar diehards that “Nothing can give their company, event, or product the daily exposure and reminder of a physical calendar,” advises Phil Martin of Warwick Publishing. There’s no clicking, searching, opening or scrolling necessary to view a date reminder. Bonus: the calendar is there for all to see the client’s brand and message.
If buyers are millennials, you may have a bit more of a tough time, many believe. Shelley Brown of Sungraphix observes that millennials are currently the largest consumer buying group in history, and grew up with advanced technology and proficiency at a very early age. However, a significant number of college students prefer printed textbooks over electronic versions. “I am impressed by this because it shows that they inherently knew what science has been saying for years – reading from a physical book aids in cognitive function and memory,” she relates. “Students relying on a screen have shown difficulty in reconstructing information in the sequence it was presented. The added interruptions from alarms, e-mails and notification only serve to make matters worse.”
Steve Jackson of FINN-Line notes that the company’s calendars “are a full year of continuous advertising without continual maintenance. Stick it up once a year and you’re done. A lot of our calendar products provide dual purposes such as lap-top and surface protection, mouse and counter mats.” He adds that FINN-Line is adding more year-at-a-glance counter, wall and surface calendars as standard but with the option to add personalization.
Journals are also important for many people to chronicle and organize their lives and thoughts, and, emphasizes Roni Wright, MAS vice president, The Book Company, just like printed books have survived and sales of printed books continue to grow nationwide, journals continue to be used daily by millions of people who also use a smartphone.
A strong selling point, she offers, is new research showing that those who hand write their notes and thoughts actually learn more. Further, some studies show that electronic devices tend to be distracting. Writing is a slower process that contributes to longer retention of knowledge.
“Learning from this research, many Fortune 500 companies now hold tech-free meetings, where attendees must leave behind their electronic devices in exchange for a journal and a pen,” she says. “These companies report that their employees recognize quickly that writing on paper leads to better recall, the ability to solve problems more effectively and higher chance of achieving goals.”
Travis Cope of Castelli (the Magnet Group) also points out that an increasing number of leading companies, tech companies in particular, are banning laptops, tablet, and smartphones from their board meetings. Journals are frequently being used for note taking, and making meetings much more productive. “Regardless of anyone’s addiction to digital, no one can argue the staying power of a fine Italian journal, a promotional piece that will live for years on your client’s desk,” he says.
“With calendars, the promotional possibilities are endless,” High emphasizes.