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Marketing With Calendars 101

Marketing With Calendars 101

By Hellen Lubanga

Calendars are one of the few promotional tools that are also practical as they can be used to record events, schedule activities, and even indicate milestones. This makes them a fantastic option if you are considering a promotional giveaway exercise.

Getting calendars printed, however, is the easy part. Before settling on a design and producing the calendars there are a few things you must consider so as to ensure your clients and your business gain the most value from the exercise.

1. Your Calendar has to be practical.

There is no purpose in investing in calendars as a promotional tool if they are not practical to your business. Many businesses make the mistake of using generic templates which they find online. They then insert their logo and company colors before calling it a day. Sure this saves on design costs but defeats the whole purpose of carrying out the promotional giveaway, which is brand awareness. People should be able to form a mental image of what it is you offer by flipping through the calendar. For instance, if you work in the construction industry, let your calendar show this e.g. include images of completed projects or use quotes In relation to your values as a company or even your address and how people can reach you.

2. Make your calendar interesting.

You have to remember that far more people will come across your calendar in addition to the calendar’s recipients. So make sure the design you pick is something your target audience would find interesting and relevant.

This involves taking a look at what your target audience gravitates to most. Do they prefer bright vibrant colors with illustrations, or does your target audience lean more into the corporate crowd that prefers more toned-down minimalist designs, Understandably you cannot cater to everybody’s tastes and preferences, however, you can come close with enough market research.

3. Make your calendars interactive and interesting.

If you have been in your industry for a while you begin to pick up on cues such as when business takes a dip or production slows down. During times like this, you can include promotions or discounts to act as a crutch for the months that require a slight boost.

Also, try and include industry-related holidays to try and deviate from the norm. For instance, let us re-use our example of your target audience being in the construction industry. In such an instance you can include holidays such as engineer’s day, or architect’s day (Dates may vary based on the country of operation). Another idea is to use table tent calendars or pop-up calendar designs so as to stand out from your competitors. The idea is to use your creativity to pique the interest of your target audience so they are drawn to it.

4. Sizing is everything.

You want your calendars and their content to be easily seen. Therefore, do not squeeze all the content into a few pages in a bid to save on space. Nobody should have to squint to decipher the content on the calendar. There are three strategies that are best when determining what best works for you and your customers.

If your target client mostly works an office job and sits at a desk all day, then a table tent calendar is their best option, if they are constantly on their feet such as they work in a production line or factory, then a wall calendar works best as they can quickly throw a glance as they continue with their assembly. If your clients have careers that consistently require them on site, moving from client to client such as sales representatives, then a pocket calendar can work best for them. It’s all about knowing what size works best where.  If you have a diverse portfolio of clientele then choose a design that can work in all three forms and can be printed in various sizes for variety.

5. Quality is key

The better the quality of your calendars, the more effective it will serve you as a marketing tool. Do not skimp out when it comes to paper quality as your clientele will pick up on this and begin to associate your brand with one where standards are compromised. Not to mention the better the quality of the material used to produce the calendars, the longer the calendar will last, thereby serving its purpose for longer.

6. Time your distribution

You want to get the most marketing value out of your calendar give-away exercise. To do this you need to time the distribution of your calendars just right so that your audience can fully use and appreciate the calendars while you simultaneously enjoy maximum return on your investment. It is always advisable to distribute promotional calendars dated for the following year as an end-of-year gift in December or as a new year’s gift in January.

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