PPB June 2018

Ca l enda r s 48 | JUNE 2018 | GROW Celebrate an iconic moment in history with this commemorative calendar celebrating the 50th anniversary of the first man on the moon (July 20, 2019). The journey to this milestone is shown through images and commentary, beginning with President John F. Kennedy’s 1961 speech. BIC Graphic USA / PPAI 114187 www.bicgraphic.com This premium pocket planner features a 17-point leatherette cover stamped with one foil color. The calendar spans the 14-month timeframe from December through January, and it is also available as an academic year, from August through September. ModernLine / PPAI 113978 www.modernline.com Calendars: The Steady Annuity by David Johnson How many products say “thank you” over a thousand times? The only answer is a calendar. On average, a calendar is used 2.8 times a day in the home and 10 times a day in the workplace. Many distributors pass over this tried-and- true promotional product, opting instead for the latest technology or trends that are here one day and gone the next. Unlike apparel that hangs in a closet, a mug stored in a cupboard or a pen placed in a drawer, a calendar gets prime real estate placement. Calendars also offer an enormous opportunity in the form of repeat business. There is over an 80 percent chance of a reorder, and the average order is renewed for eight years. Calendars are the only annuity in the promotional product industry, and the average cost per impression is less than one cent. Selling calendars isn’t complicated, but it’s important to be versed in the basic terminology. • Calendars are either printed in PMS or four-color process for photographs. Some clients will even ask for five- or six-color calendars where the images are printed in process colors and the logo is in PMS colors. • The two most common subcategories are wall calendars and desk calendars. • A “custom pad” allows a client to highlight special days throughout the year, such as anniversaries or industry events. • Calendars are either stock, custom or personalized. º Stock calendars often feature universally appealing themes such as pets, flowers or scenery. º Custom calendars are created when a customer supplies their own pictures, so they illustrate the exact goods or service that the client provides. For example, an architectural firm may choose to use photos of concept drawings and completed projects. º Personalized calendars—the latest trend—include the recipients’ name in the images. For example, during National Nurses Week, a hospital may hand every nurse a personalized calendar to thank them for their hard work, 365 days a year. For a calendar to be used, it needs to stand out and be functional. For these reasons, custom or personalized calendars are usually the way to go. According to the PPAI 2017 Sales Volume Study, calendars are the eighth largest category in promotional product sales. The annuity is laying on the table—don’t pass it up. David Johnson is sales manager for American Calendar (PPAI 111244), a Greenville, Tennessee-based supplier.