It really seems that more people are putting their phones down to consult traditional paper – and this is great news for promotional products distributors. It is known that too much blue-screen viewing is harsh on eyes (such as developing dry eye), and on vision itself. Paper calendars not only give our eyes a break from a flat screen, it restores the tactile ability to turn a page, to grab a pen and doodle around an appointment notation. And unlike a smart device that automatically shows a new date or month, when a month is over on a paper calendar, that page has become a unique piece of art, for it is likely not blank as it was on the first day of the month.
This is great news for sales of calendars (and by extension, writing instruments). July is the time when superstores such as Staples start to feature next year’s calendars and planners.
Interestingly, in 2018, research from the Advertising Specialty Institute showed that 29% of respondents said they currently owned (and used) a promotional calendar. Of the thousands and thousands of promotional products, that is a huge number!
When presenting calendars and journals to your customers, you may hear an objection like, “People use their smartphone calendars, so it’s redundant and might get chucked.” But there are salient points to change this mindset:
- Surveys show that up to 50% of smartphone owners do not use the calendar function.
- A typical home has an average of two to three calendars in easy view and they are often looked at. An average office/workspace has one to two.
- Promotional calendar renewal rate is 70%.
If your customer has his/her own family with children in grade or high school, try mentioning the family angle -- ask if the kids are involved in sports or after-school activities and what is the typical schedule like? Oh – and where is the schedule located? The “aha” lightbulb just may go off. Most if not all families will have a centrally visible calendar with each child’s doctor/dentist appointment, birthday party or event, as well as sports practice and game schedule, or music, art, or dance classes.
Like the once dominant mantra that “digital” will kill print in magazines, it’s a simple matter of changing one word – “and” not “or.” As you can see in any store – the book and magazine section is still alive and well; the publishers join the print with online and social media to create a 360-type experience.
Today, end-users expect to enjoy both the advantages of digital and print – and this is fully applicable to calendars and journals.
Additionally, a print calendar – no matter the size -- provides unique benefits for your clients: they can serve as a tangible “thank you” to recipients letting them know their business is valued, and the recipient is reminded of this daily. That’s 365 routine, repeated exposures!
Here are several wide-ranging examples of how calendars were used as promotions:
ADG Promotional Products had a large custom calendar order for a professional sports team as an opening game-day give-away. The calendar featured large photos of favorite players and date blocks of every home and away game. Another unique feature was the calendar ran from October to October to match the sports season.
A medical supply company chose Drum-Line’s Color Your Calendar style desk pads as a leave-behind for nurses, doctors, and social workers who make patient referrals. Contact information for each location was listed in the large imprint area for easy reference and a different coloring pattern was featured each month.
A local brewery gave out 250 Warwick Publishing’s Daily Date calendars to bars, restaurants, liquor stores, and convenience stores to be a year-long reminder for employees and patrons of age-appropriate liquor and beer sales.
There are hundreds of calendars to choose from – and it would not be surprising if every current customer and prospect could find the perfect one. From mousepad calendars (Digispec) to business card magnets with team schedules (TradeNet Publishing), to stand-up desk calendars (Red Tupid), to vinyl calendars (Lincoln Line) to full-size desk planners (Custom Plastic Specialties), your own sales calendar will fill out!