The Master Plan
Calendars’ custom capabilities find perennial appeal
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Taplin agreed. “Because [calendars] are printed, custom pages can be added that really tell the company’s story and provide more information than a typical promotional item,” he said.
Taplin provided an example of how the custom capabilities of calendars can prove lucrative for distributors. “We have an association customer who purchases small pocket planners and adds 64 pages of custom, industry-relevant information on them,” he explained. “The customer then offers this planner for free to new members or those who renew each year. The planner is so popular, it has become [the customer’s] key membership driver and has driven membership renewal rates up by 45 percent.”
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- Companies:
- MeadWestvaco
- PlannerStore
- People:
- Jeff Taplin
Cynthia T. Graham
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