At this time of year (September), many businesses and families begin to look forward, to project. First comes the holiday season to plan for, and businesses begin to review successes and losses with an eye towards ending the year in an upswing.
And immediately following, as both families/individuals and businesses know, is a brand new shiny year replete with myriad possibilities, opportunities and obligations.
Sure, our electronic devices remind us what day it is, and many programs give us the current month in grid form, tiny as it may be. And sure, we can program our devices to remind us of meetings, appointments and special dates for fun.
However, a substantial majority still feel the need to have some sort of paper date reminder/calendar and/or diary. Very often, as we tend to write down a date/reminder, we also jot relevant little notes that may be cryptic to others but have full meaning to us. And, let us not leave out the doodlers who create unique works of art as they festoon their calendars with subconsciously driven glyphs.
Let’s look at some key facts provided by Bill Mahre of ADG Promo: 98 percent of people look at a calendar every day; 82 percent enjoy receiving a calendar, 80 percent remember the name of the company that gave them the calendar, 79 percent of all homes have at least one calendar, and the average home has three (this particular writer has two, plus a pocket calendar toted in a purse).
Innovative Sales Ideas
It shouldn’t be that difficult at this time of year to launch the concept of date reminders (calendars, diaries), but there are other creative ways you can present it to your clients that may seal the deal.
Phil Martin of Warwick Publishing notes that there are dozens of innovative and creative ways to use Warwick desk calendars. They are attractively and commonly used as a “Thank You” to customers and clients, but they are also often used as a “save the date,” a daily reminder of a service performed, or as a volunteer thank you. “Fundraising organizations and awareness programs are terrific candidates for desk calendars as they are inexpensive, easy to mail and they stay front and center every day, all year long, to keep your customer’s message top of mind. As a bonus, all Warwick desk calendars are paired with free mailing envelopes and there are no set-up charges.”
According to Jerome Hoxton of Tru Art Advertising Calendars the most effective sales approach is to present the calendar you as a promo products distributor personally like best. This approach is easy, powerful and consistently produces orders.
He advises reviewing calendar lines and samples and pick the one calendar style you like best – and then understand why that product is your favorite: size, design, artwork, features, paper, finishing, packaging, etc., or any combination. This is the sample you present to your clients, as follows, say, “'I have something I think is very effective advertising and I’d like your (the buyer’s) opinion." The complete presentation is showing the sample and telling the customer why that calendar is your favorite! Because you are talking about and showing your favorite, your enthusiasm creates a presentation that is comfortable and very effective.”
Hoxton then believes afterwards, one of three things can happen: the customer will agree and buy the calendar presented – sale closed; the buyer agrees calendar attributes are beneficial for promotion but wants a different style or design – the right calendar is selected for that account and – sale closed; or even if the customer isn’t interested in calendars at that time, “the seed for calendar advertising is planted.”
Shelley Brown, MAS, MASI of SunGraphix emphasizes that pocket diaries and calendars provide what no other identity-product in the industry can – branded exposure every day, all year long. Further, the average person looks at his or her calendar about 10 times a day. Also, she asserts, many people actually wait for someone to give them a planner or calendar; if not, they will buy one. “What if you dug a little deeper and added custom content with an audience-focused message and images?” she offers. “This content would look different for every company; it could be product information, location information, maps, anything. What an amazing opportunity to share information and capture attention in such a convenient location.”
Mahre advises to remember that print technologies have changed and improved dramatically over the last decade. “Those improvements have helped us make calendars and pocket planners personal. By adding a person’s name to the cover of a planner, adding custom wrap pages, we can take an ordinary planner and make it specific to any distributor’s clients’ business needs and personalize it for their top customers,” he comments.
In case a client balks because “everyone now relies on their digital devices today,” Joe Bunsness, MAS, of Hotline Products says that the reality is that printed calendars work synergistically with electronic calendars, allowing for more precise and reliable schedule planning for the year. It would behoove distributors, he says, to cite a recent industry study showing a full 33 percent of the respondents reported never using the calendar feature on their computers and/or phones. Also, he adds, calendars allow the client to reinforce and tie into its other promotional activities planned throughout the year.
Margit Fawbush of BIC Graphic observes that since people do rely on their smartphones and computers so much now, many are unsure if calendars are still relevant. “However,” she emphasizes, “calendar products are still very relevant in many settings – and many people still rely heavily on a planner. Organizational habits die hard. Calendars, planners and diaries are still very relevant.”
There are many innovative options for calendars and planners that make this traditional product category more appealing, according to Amberlea Barnes of Drumline Calendars, which offers as she describes several trendy calendar and planner styles such as Drum-Line’s new “Color Your Calendar” with adult coloring patterns. She suggests, “Try personalized image planners with the recipient’s name creatively embedded in the cover photo. Completely custom wall calendars with your client’s photographs and special events on each month – these are available for orders as small as 100 pieces.”
Bunsness points out that studies show that 75% of calendar recipients can recall the name of the advertiser on their calendar and that 75 percent of calendar recipients also report doing business with the company they received their calendar from and plan to do business with them again.
He adds that distributors should remember the annuity factor for their own businesses. “Calendars will repeat year over year at a 70%+ repeat order rate,” he says. “A focus on calendar advertising gives the distributor sales rep sales revenue they can count on each year – you don’t start the new year at $0.”
What’s New (and Notable)
SunGraphix has three new products just launched. The Letts Principal planner in three colors in the 4" x 2 3/4" size, Brown describes, “is perfect for a pocket or a purse. It even has its own pencil tucked away in the spine, so no more scrambling to find some to write with.” SunGraphix’s new Blossom Collection planners and journals feature “soft luxurious covers in four striking colors with individual debossed designs; they are a perfect gift item that offers the option of creating a branded gift set of a planner and a journal,” she relates.
Mahre reports that ADG has the ability to make every piece personal by adding the recipient’s name; this makes for a powerful “thank you” or as a recognition gift.
According to Martin, Warwick has several new calendar products this year, most that feature full-color digital printing. Warwick’s new Monthly Billboard Calendars are suitable for desk or wall, home and office; these offer full-color, edge-to-edge printing in two sizes (4 ¼” x 7” and 7” x 9”). Both feature a full month in view 13 month datepad. In addition, says Martin, full-color printing is also now available on six desk calendar styles. “Four-color process printed Desk Calendars can showcase new products, a new building, a personal photo or any full four-color process art and has low 150 piece minimums with no set-up charges, he explains.
There are several trends upswinging in this category. Fawbush reports that some of these trends include products that are interactive and unique, such as shaped calendars, special inks and coatings used to create powerful visual impact, customizable options as well as ones using technology in conjunction with a printed piece. “We offer a calendar that combines technology with imagery. Simply download the Pixaction app on our website and watch drone aerial footage come to life. How cool is that?” she says.
This year, HotLine Products, notes Bunsness, launched adult coloring books. HotLine’s product contains 32 pages of coloring book information along and useful tips about how to manage stress. HotLine offers two image themes and the availability to customize the cover both outside and inside – 1- to 4-color outside covers are included free, he notes.
“Coloring has therapeutic properties which can reduce stress and create focus,” Bunsness explains. “Similar to meditation, coloring gives the brain opportunity to switch from the stresses of the day to other thoughts and mindfulness. Any therapy or stress related business’ can benefit with this promotional item. Additionally, HR departments for most every business can utilize this product for employee well-being and increased productivity.”
Similarly, new from DrumLine, says Barnes, is the Color Your Calendars and Journals, which “tap into the adult coloring trend. Coloring has been shown to help relieve stress and anxiety, so we combine that benefit with organization and planning,” she remarks. “These are great for hospitals, senior care, rehabilitation, counseling, or human resources to promote health and well-being of employees.”
Also new from DrunLine are Easy Read Wall Calendars, which feature large-print numbers and holidays with room for notes. “As baby boomers age, demand for products targeted to seniors increases,” she observes. Easy Read Calendars, Barnes notes, are a suitable choice for banks, home healthcare, eye-care practices, assisted living facilities and other senior-living businesses or associations.
Now is an advantageous time to make a list of your current clients – and prospects – listing how a date reminder (calendar, journal, etc.) can fit into a successful promotional campaign for 2017.
CASE STUDIES
Shelley Brown, MAS, MASI of SunGraphix: “One creative use of one of our planners is from a large equipment manufacturer. It created 80 custom pages to add to one of our best-selling planners, the Compact Planner. The pages describe its product line with written descriptions and images along with definitions of what to look for and performance measurements. The Compact Planner is pocket-size (4 5/16" x 2 13/16") and comes in a choice of two cover materials. This handy planner and custom reference guide is in the pocket of equipment professionals all across the nation.”
Bill Mahre of ADG Promo: “A local nursery/garden center wanted to increase local and seasonal traffic. Our Garden Retreat Stitched wall calendar was chosen, and was handed out in the store during the holiday season as well as was mailed to local customers. The calendar served as a constant 365-day reminder of the products and services available at the garden center from Mother’s Day flowers to Christmas trees. Custom date blocks were added for special sales events and seasonal savings. The Garden Center saw an almost 8 percent increase in store traffic over the previous year and had a record turnout at its fall event.”
Phil Martin of Warwick Publishing: “A regional chapter of the Visiting Nurse Association (VNA) wanted to thank volunteers for their service. Volunteers save the organization well over $2 million a year. Gifts were given for years of service, but a Warwick Desk Calendar was given to every one of VNA’s more than 1,000 volunteers. This is the fourth year that a Warwick Desk Calendar has been given to volunteers, but the first time VNA ordered the four-color-process imprinting. This calendar stays in front of volunteers at their home as a daily reminder of the great service they perform and how much they are appreciated. The total cost for 1,800 calendars, and mailing costs for 1,400 was about $6,300 (including postage). The VNA feels this is a bargain considering the year-long goodwill it brings to the organization, and the knowledge that its “thank you” is in front of their volunteers every day.”
Amberlea Barnes of Drumline: “A wholesale optical lab mailed personalized wall calendars to clients for holiday gifts. It can be challenging to select budget-friendly gifts for professional clients, such as optometrists and physicians. A calendar that creatively featured the doctor’s name in each photo was a relatively inexpensive choice, but had added value because it was personalized. Everyone likes to see their names in print! Add a name to a useful calendar or planner, and your client is guaranteed year-round exposure.”
Jerome Hoxton of Tru Art Advertising Calendars: “A Midwest winery designed a gorgeous calendar featuring exceptional photography of its operation. The calendar is produced with top-grade papers, high-gloss coatings and deluxe finishing. Most unique is the overall content and presentation. Each month features one of its premier wines paired with foods that create a unique dining experience. The calendar is used as a promotion, distributed to customers, media and wine and food experts. The calendar also is sold as a retail item in a variety of gift shops, expanding market reach.”