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UMANKIND ONCE LOOKED to the
shadows cast by the sun, the chill
brought by the wind and the blos-
soms emerging on the trees to
keep time. Now we have steadfast
paper calendars and smart mobile devices to help
us keep track of the days, and the duties pro-
scribed for each one. Promotional calendars take
timekeeping a step further, extending the impact
of a brand or a message for as long as the calen-
dar is in use.
To get the most from including calendars in
promotional programs, consider several factors,
says Frank Defino, Jr. First, think about the company
you represent, says the vice president and manag-
ing director of Tukaiz Calendars (UPIC: Tukaiz).
“If your company serves the business needs of
its client base, like an accountant or IT support
firm, you might give wall calendars for customers
to hang in their cubicles to see when they are
likely to need accounting or IT services,” says
Defino. “Conversely, a company that serves the
personal needs of its client base—like a financial
advisor or insurance agent—might send clients a
small tented desk calendar to ensure they think
about financial needs while they are at home,
paying bills.”
Timing also matters when selecting calendar
styles for clients. “A calendar with a rolling-start
month can be a unique promotional gift in July,
especially for a travel agency, resort or hotel,”
Defino says. “Likewise, a CPA firm might send out
thank-you calendars to clients in February or March
to remind them that the IRS deadline is coming up in April.”
Of course, personalization heightens the impact of any
style of calendar. “Calendars that allow for the inclusion of
custom messages on special dates have an even greater
impact, because contact reminders can be placed directly
on those dates,” he says.
Defino recommends personalized calendars for pro-
grams such as fundraising campaigns, thank-you and holi-
day gift programs, corporate meeting and school functions,
“or in any circumstance when you know attendees’ names
in advance. It is an event favor that won’t be left behind
because it’s individualized and usable.”
H
CLASSIC, CONTEMPORARY OR CUTTING-EDGE, CALENDARS COME IN ENOUGH STYLES
TO SUIT ANY CLIENT’S TASTE OR BUDGET.
EDITOR’S PICKS
Time For A Change
52 •
PPB
• JUNE 2015
By Jen Alexander
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