The Days of Our Lives
When is that appointment? How many paydays are in this month? These are questions in which a calendar can play a large role. Even with today’s calendars found on our phones and laptops, there is something refreshing about looking at a printed calendar.
Every year, printers are churning out calendars, big and small, for clients and for themselves as a strategic marketing tool that works all year long. If you haven’t taken advantage of this classic promotional piece in the past, this is the year to start.
John Roberts, a printing, mailing, fulfillment and digital marketing company located in Minneapolis, has been creating calendars since 1951 in sizes ranging from 8.5x11" to 11x17". However, the company is capable of custom sizes using its Heidelberg and Mitsubishi printers. Impressively, John Roberts nabbed a coveted spot in the Printing Impressions 2018 Gold Ink Awards for its Trivia Interactive Calendar, which was printed on a Heidelberg press on Sappi Fine Paper in 2018.
“The printed calendar cannot compete with digital calendars,” says Wendy Nelson, director of new business development. “But many people still like the satisfaction of writing in scheduled information and the ease of looking to a shapshot of the months ahead.”
Based in Chesapeake, Va., Hackworth has been providing professional printing solutions for businesses since 1991 and has been giving away promotional calendars for more than 20 years. The company typically prints custom small flip calendars and large wall calendars, but is also capable of providing custom sizes and magnet calendars.
Hackworth prefers to print its calendars on its large commercial presses, but has used a variety of digital and offset machines to do this type of work, such as its screenprint press, Xerox Versant 2100, HP DesignJet Z6100, HP Latex 360 and a Heidelberg press.
Even though the calendar is nothing new for printers, customers are still eager for this product staple, says Rowan. “People actually start calling us in September and October to put in ‘orders’ for the calendars even though we don’t print them until early December. For many, the ability to easily see the whole year on a wall calendar is beneficial, as well as the option to write, draw or sketch anything they want. The same functionality is hard to duplicate with technology. Our wall calendars provide a visual snapshot of the year in one look; you can’t do that on a smartphone.”
Shameless Self Promotion
The calendar product line is a perfect marketing tool to promote one’s business, whether it be your own, or your client’s. The calendar creates a perfect opportunity to show off your print capabilities and provide a useful touchpoint with customers each month.
Brands are still using this age-old marketing tool to get right in front of their customers. Some clients, Nelson says, are using the calendars as a holiday giveaway to colleagues and customers or free gifts with purchase.
Hackworth distributes 24x36" wall calendars to its clients — free of charge, of course.
“We are able to promote things such as our print services, office locations, contact information, industry certifications and vendor brands that we represent — all on one calendar that a client will put on the wall for the entire year,” explains Charles Hackworth II, VP.