When you think of a calendar, what automatically comes to mind?
For example, have you envisioned an old-school vintage drawing that will appeal to 75+ people (Who doesn’t love 12 pages of glossy “Knittin’ with Kittens” hanging on the wall!)?
Or are you one of those forward-thinking small business visionaries who saw the potential value of having a visual presence with over 98 percent of people viewing some sort of calendar every day?
Although many people have turned to online calendars, there is still a lot of marketing potential to be found in the often overlooked world of wall and desk calendars. When you think about it, offering free calendars to your friends and clients as a means of promoting your business is easy.
But just in case you’re still sitting with the kittens, here’s a little more about the business sense behind using the calendar in building your small business.
Humans are Visual Beings.
We’re all familiar with “out of sight, out of mind,” right? This adage endures because it’s true: people have a habit of forgetting things if they don’t look them in the face.
At the same time, we like to see pretty things, bright lights, and pictures that have interesting shapes or fun colors or that we associate with happy memories or generally positive feelings. Use these basic principles of human nature to your advantage when designing your business calendar. By including an attractive or high-quality photo, you increase the likelihood that someone is simply displaying your calendar for decorative purposes. Meanwhile, whenever they glance at an eye-catching photo, their eyes will also be drawn to your business logo (strategically placed somewhere visible, of course), thereby subconsciously reinforcing your business presence in their lives and thought processes. It’s a win-win for everyone and business branding in essence.
We are the Scheduling Society.
Another use for calendars—–reminders for everything from meetings and appointments to keeping track of the color of shorts to wear on a given day! Busy parents and professionals alike need a means to keep track of their busy lives and since time is money, anything that saves time saves us money. If you can be a client gift giver, you can build that all-important and almost priceless goodwill.
Now that we’ve covered some of the reasons calendars are great advertising and marketing tools for any small business looking to expand its empire, here are a few “how”s to keep in mind.
Freebie beauty.
Who doesn’t love getting free stuff? Anytime you can give someone a token they don’t expect and for which they don’t have to pay specifically, go for it, if for no other reason than the fact that you can make some serious gains on the back end.
In terms of calendars, consider the following:
- They’re inexpensive: You can buy them in bulk and many designs can be purchased for less than or a little more than a penny a day (under or about $5 each).
- They sink in: What’s the point of having a calendar if you can’t find one? For this reason alone, many people maintain more than one calendar and keep it in their kitchens, offices, and even hallways.
- They can be very convenient: If you’re looking for a way to pack a big punch with a small bite out of your budget, choose a desk or wall calendar with ample space to take notes or a pocket-sized, multifunctional calendar with a small notepad inside. Every time the soccer mom reaches into her tote bag, there’s your small business setting aside the day for her to take note of that last minute scheduling change!
Freebie Art.
At the same time, make sure your freebie calendar is tastefully finished. The only thing worse than spending money (even a minimal amount) to improve your business is throwing it into the nearest receptacle as soon as it leaves your premises.
* Economic Tips: People remember something that made them laugh far longer than a glossy picture, so if you can’t spend a lot on art or master photography, use a good (clean) joke or funny story!
And don’t forget about the timing of your gifts: it’s better to give them to your customers when they leave than when they come in. This way, you have full control over the number of distributions (you can make sure you only give one to each person) and you make sure everyone at least makes it out with their swag.
*Profession Centered Tips: For certain small businesses – such as dentists, mechanics, auto and insurance salesmen, and solo practice attorneys – you will only see your clients, customers, or patients every year or half year or when there is an emergency, so plan ahead. Order your calendars in advance and share them for next year.
What other ways do you see the calendar being used as an effective tool for marketing, advertising, or building goodwill for a small business?
