Calendars
The recent elections are a great example of strong marketing campaigns based on (constant) repetition. These types of campaigns use a large chunk of their astronomical budget on TV advertisements to get their message across many times a day, bombarding the audience with not well-received commercials that interrupt our favorite shows. Taking off on that concept but without annoying the audience and dealing with a fraction of the budget, one very inexpensive way to accomplish the same repetition effect is with calendars, a holiday gift your recipients will appreciate and use all year round.
Calendars provide a perfect branding opportunity, exposing your business, each of the 365 days of the year, directly to the person you want to be in front of. So if you invest $5 in a calendar and divide it by 365, that’s $ 0.014 advertising cost per day, can you think of any other advertisement that will give you that number of impressions for 1.4 cents for each? And considering that you can find calendars for under $1, that would bring your cost per impression to 0.3 cents, further, since calendars are looked at more then once per day, you do the math.
When you think about it, if every one of your clients uses a calendar on a daily basis, why risk they’ll be looking at your competitors? One thing is for sure, if they’re looking at yours, they won’t be thinking about your competitors…. and vice versa.
Choosing A Good Fit For Your Business
There is a calendar for every budget, industry and target audience profile. Starting at under $1, for peel and stick type or credit card size, you are sure to find one that will accommodate the tightest budget.
Some tips to help make your selection:
1. Think about were your recipient spends most of their time.
Does your client works in an office or in a shop? Or perhaps driving or in appointments on their customers locations? Base your selection on what type will be most useful to your customers.
2. Pay attention to the size of the dates.
A desk or wall calendar with very small size dates will be difficult to read at a glance, therefore is more likely to not be put to use. A good rule of thumb is to pick one where the numbers are nicely spaced and with a light background so it’s easy to read.
3. How do you want to be perceived?
To get the most out of your investment, your calendar choice needs to match your business personality. You can find many stock themes that come with a space for your company info or you can go fully customized.
4. Don’t forget to put your contact information
Make sure your logo and phone number can be prominently displayed on it. Better yet if you can have your website and tag line. If space doesn’t allow for anything other then your logo, pick another one.
5. Think long term
Calendars are a so well appreciated that when the year is over your clients will be expecting a new one, which only means that it did what it was supposed to: keep you top of mind. So based on this fact, keep it simple selecting one that you know will easily allow for the continuity.
One last word on calendar vs. TV advertising: have you heard of anyone being glad to “receive” a TV ad? If you are considering this marketing tool and would like to discuss what best works on your situation, feel free to contact me sending an email to glafont@action-promo.com. Consultation is free of charge, for up to 1 hour. I’m here to help.
Tags: Advertising, Business, Calendars, Low cost Advertising, Marketing, Promoting your business, Promotional calendars
