The Sands of Time
3. CUSTOMIZE COVERS
O'Boyle mentioned that JournalBooks offers a variety of imprinting methods such as multicolor foil stamping, embossing, die-cutting, personalization, and page or date block imprinting. To achieve a unique look, he suggested combining any of these imprint methods with a customized cover. O'Boyle related a yearly promotion JournalBooks handles for a university that combines a few imprint options. "We produce a custom academic planner, from the Director Series, for a major university every year. Each month, they highlight accomplishments of the university with full-color graphics on each page. They have a uniquely printed front cover and every year they change the cover design by utilizing multi-graphics," he said. The calendars are then given to alumni to highlight activities that take place during the academic year.
Barnes recommended that distributors branch out from stock themes to gain more business. "Anyone can go online and buy a scenic calendar with their logo on it," she said. "To really set themselves apart from the competition, distributors should show custom calendars, such as our 13-photo wall calendars."
4. BUNDLE WITH OTHER PROMOTIONS
O'Boyle recommended using planners as an addition to promotions that celebrate a company anniversary, milestone or new brand launch. "For many clients, a Timeplanner is an annual goodwill gift to say thanks and keep that company top of mind throughout the coming year," he said.
5. ADD INCENTIVES
Barnes gave an example of a used auto parts store that offered different coupons on each calendar month. "This is a unique way to drive traffic into the store," she said.
6. PITCH TO ALL MARKETS
Calendars and planners can appeal to many different markets. According to Barnes, banks and insurance companies are popular customers. She also pointed to universities, nonprofits, truck brokers, auto mechanics, retailers and medical companies. "Basically, distributors should be pitching the idea of a calendar to just about all [of] their clients," Barnes remarked. "If they buy once, they will probably buy again, resulting in profitable reorders."