Calendar printing is an excellent way for small businesses to increase brand awareness and profits. In fact, it's one of the strategies I most recommend for businesses who serve a broad range of customers and those who serve a highly-targeted niche. Calendars allow you to put your brand in front of customers 365 days a year, making them some of the most cost-effective per-customer per-day types of marketing.
Try these seven calendar printing tips to get the most out of your calendar campaigns.
1. Give your customers an interesting, relevant design.
The best way to ensure your calendars will be used is to design them to be relevant to your customers and your business. A perfect example is a pet store that prints calendars featuring a different dog breed every month. This type of calendar is perfect because dog lovers will want to use them, and they're also relevant to the business in question.
2. Inject deals
Your brand logo and contact information should appear on every page of your calendar – that's a given. But most companies that print calendars overlooking such valuable real estate for direct sales. You can have daily deals, weekly specials, and monthly specials on every page of your calendar. Promote them with coupons or coupon codes so you can track them. For the highest ROI, make your specials relevant to the month. A hardware store, for example, might include offers for snowblowers in December.
3. Go big
Bigger is better because it makes your calendars more attractive, it makes them stand out, and it turns them into conversation pieces. This way your calendar market not only to your recipients, but also their friends, family members, and co-workers. A good size recommendation is 12 in. by 12 in.
4. Thick outside, thin inside
It's important to choose premium paper stocks for your calendars because they'll last longer and be less prone to tearing and sun damage. However, that doesn't mean you need the most expensive paper stocks. Try a 100 lb. gloss cover stock for your outside and 80 lb. gloss text stock for the inside. This leaves more room for profit margin.
5. Saddle stitch and hole drill
Saddle stitching is cheaper than Wire-Os, which means you have more room for profit. You should also drill holes so your calendars can be easily hung. It there's no hole, your calendars won't be used.
6. Print in volume
Print as many calendars as you can distribute in a single run to save money, since each run will incur new setup costs.
7. Distribute wisely
It might be tempting to get your calendars in the hands of every soul you pass, but you'll waste them if your audience won't respond to them. Instead, hold out and send/give calendars mostly to your target audience members for maximum ROI.