It’s About Time
We take it for granted every day, but the constant ticking of the clock is no small feat. Lifetimes of work went into studying the positions of the stars and timing of the seasons, information necessary to determine the rotation of the planet on its axis and around the sun. All of astronomy deals with understanding the movements of these massive heavenly bodies, and the information culled allows us to narrow our years to exactly 365.25 days, and narrow our days to exactly 86,400 seconds, all so your microwave can constantly flash 12:00.
Some people, like this author, think about time because they have too much of it on their hands, but other people think about this big concept because it's big business. It's easy to forget that clocks constantly surround us, flashing from the corner of your computer screen and on the cell phone in your pocket, and chances are you're wearing a watch as well. The omnipresence of timepieces is no accident—someone is building a clock into everything, and that means there's someone selling it. Promo Marketing spoke to four experts in the industry to learn what you need to know to keep timepiece sales moving around the clock.
How often do you check your watch? Take a moment and think about it. Two, three times a day, just around lunch and quitting time? Think again. According to John Costelli, vice president of sales for Castle Merchandising, Garden City South, N.Y., "On average, people look at their watch 20 to 25 times daily." Few realize they're doing it, but people unconsciously check their watches constantly—you may even have looked at it while thinking about how often you look at it. This perpetual presence is one of the strongest arguments for watch promotions. "That logo message on the watch is constantly being reinforced throughout the day," he explained.