Calendar marketing seems like a sure thing at face value. After all, everyone needs a calendar, and who doesn't like something for free? The problem is, you're competing with Anne Geddes' babies in giant peapods and Australia's most beautiful landscapes ... it just isn't a level playing field! You need to have a strategy for using calendar printing
to marketing your business - a well-defined method by which you'll be promoting the use of your business. Branding is tough in the world of calendars - but there are plenty of other ways to make your printed calendars count! We check them out.
As giveaways - insert your sale periods in the calendar
With just a little planning, you'll be able to tell customers the best times to shop at your store, and make the most of loss leader promotions. Don't shade out the squares of your sales periods completely - compromising the usefulness of your calendar could cause it to be tossed out completely. You can design a little reminder into the main picture area of the calendar as well, to help ensure it isn’t missed.
As giveaways - insert car service or regular appointment reminders
Does your business have contact with your customers at regular intervals? There is a surprising range of businesses that can use variable data calendar printing to create calendars that are completely customized to the recipient. For example:
- Mechanics can insert the dates of 3, 6 and 12 month services for their customer' cars on a calendar and send it to them.
- Dentists and doctors can insert the dates that cleans, checkups and maintenance is required on calendars for their customers
- Farmers can mark the expected maturation of their different crops on calendars to send to their suppliers and partners
As giveaways - highlight public holidays where people might buy from you
If your business follows similar patterns to many, you will have several times of year when you are very busy and many more weeks when you are quite quiet. Use giveaway calendars for little marketing messages during your busy times. You could say "Remember to pop into Make Like a Tree for your Mother's Day flowers today!", or "Have you ordered your Christmas ham from Lovely Legs Butchers? Don't miss out!" in your calendar printing.
As pure branding for sub-niches of your customers
If you are lucky enough to be in an emotionally-charged industry, you have plenty of opportunity to do branding for your business with calendar printing
. Many people actually have plenty of emotion associated with their business - you just need to tap into what the customer is using your product for, in emotional terms. Are you in the nut-and-bolt industry? Have your calendar printing company design something where the Eiffel Tower, a Porsche 911 and a Harley Davidson feature prominently. Do you sell televisions? Images of people relaxing and snuggling up on the sofa or kids playing in the lounge are great starting points. Find the emotion that is applicable to your business and use it in your calendars. Try not to be too marketing-heavy with this tactic; ensure your logo is prominent, but don't try to overtly push your products. They have to enjoy the images for what they are, and connect them with your business without feeling pushed.
As a coupon delivery system
Good old McDonalds ... if you were young during the eighties and nineties, you probably remember the joy (!) of a new McDonalds printed calendar coming out, with a different special for every week. Low-dollar value, high customer-volume stores can do this just as successfully as the red and yellow clown himself.