Customised Calendars: A Year-Long Marketing Strategy
Businesses constantly seek innovative ways to stay in the public eye, especially in the ever-evolving world of marketing. Customised calendars offer a unique and enduring solution. These time-keeping tools can be a year-long marketing strategy, keeping your brand in client's eyes.
Why Customised Calendars?
1. Enduring Visibility
They offer a unique advantage in terms of enduring visibility compared to other forms of advertising:
Year-Round Exposure: Unlike digital ads or billboards that have a limited run time, a calendar remains visible for an entire year. This constant presence in daily life keeps your brand in the minds of customers.
Strategic Placement: They are often placed in prominent locations within homes and offices – like kitchen walls, desks, or communal areas. This strategic placement means that not only the owner of the calendar sees your branding, but so do others who pass by or visit these spaces.
Repeated Engagement: Every time someone checks a date, plans an event, or marks a holiday, they interact with your calendar. This repeated engagement keeps your brand prominently positioned in their routine.
2. Practical Value
Their practical value extends their use beyond mere advertising tools
Utility Drives Display: Since they serve an essential function in organising daily life, people are more likely to keep and use them. This practicality ensures that your promotional item won't be discarded like a flyer or forgotten like an online ad.
Increased Interaction: As people regularly use them to mark important dates or events, there’s a continuous interaction with your brand. This can reinforce brand recall more effectively than one-off promotional items.
Broad Appeal: Nearly everyone needs a calendar, making them universally appealing. Whether it's for scheduling appointments, remembering birthdays, or planning holidays, a calendar's utility spans across various demographics, increasing its value as a promotional tool.
3. Personalisation
Personalisation can significantly enhance their appeal:
Local Connection: Featuring Australian landscapes, wildlife, or culturally significant events can create a sense of familiarity and pride. For instance, calendars showcasing Australia's unique biodiversity or cultural landmarks can evoke a sense of national pride and connection.
Emotional Engagement: Personalisation can transform a standard promotional item into something meaningful. By aligning the calendar with themes that resonate personally with your audience (like local sports teams, regional flora and fauna, or local holiday celebrations), you foster a deeper emotional connection with your brand.
Customisation Opportunities: There's a vast potential for customisation - from including local Australian holidays and significant dates to customising the imagery and messages for different client segments. This level of personalisation makes it not just a tool for date-keeping but a representation of the recipient's identity and interests, enhancing its perceived value and relevance.
Designing Your Calendar
Designing one effectively involves a combination of artistic creativity and strategic branding.
1. Theme Selection
Cultural Resonance: Choose a theme that resonates with your Australian audience. Consider incorporating elements of Australian culture, history, or natural beauty.
Brand Alignment: Ensure the theme aligns with your brand identity. If your business has a strong environmental ethos, for instance, a theme focusing on Australia's unique ecosystems or conservation efforts could be compelling.
Diversity of Content: Vary the imagery to keep the calendar engaging throughout the year. This could include a mix of urban landscapes, like Melbourne’s street art, and natural scenery, such as the Great Barrier Reef.
2. Quality Imagery
Seasonal Relevance: Select images that reflect the seasonal changes in Australia. For example, summer months could showcase beaches and coastal lifestyles, while winter months could focus on snow-capped mountains in the Australian Alps.
Celebrating Public Holidays: Highlight significant Australian public holidays and events, like Australia Day, ANZAC Day, or indigenous celebrations like NAIDOC Week. This not only adds cultural value but also serves as a practical reminder for these important dates.
Professional Photography: Invest in professional-quality, high-resolution images. This ensures it not only serves a functional purpose but is also a visually appealing piece that people want to display.
3. Branding
Logo Placement: Place your logo strategically. It should be visible but not intrusive. Consider locations like the bottom corner of each image or the centre of the top margin.
Brand Colours: Use your brand colours judiciously. For instance, if your brand colours include green and gold, these could be subtly incorporated into the border design or the font colours for the months and days.
Subtle Branding Elements: Think beyond logos and colours. If your brand is associated with a particular shape, pattern, or iconography, find ways to integrate these subtly into the calendar's design.
Additional Considerations
Eco-Friendly Materials: Given the increasing global focus on sustainability, using eco-friendly materials for them can be a significant selling point, especially in environmentally conscious markets like Australia.
Interactive Elements: Consider adding interactive elements like QR codes leading to special offers or more information about the images or themes represented. This can enhance engagement and drive online traffic.
Community Involvement: You might even involve the community by hosting a photo contest for some of the months, deepening local engagement and adding a unique, personal touch to the calendar.
In essence, the design should be a harmonious blend of visual appeal, brand representation, and cultural relevance, particularly for an Australian business looking to make a meaningful connection with its audience.
Distribution Strategies
You need to have good distribution strategies, as this can significantly enhance their reach and impact.
1. Direct Mailing
Personalisation: Customise the mail with a personal message or a special offer. This personalisation makes the receiver feel valued and can lead to stronger business relationships.
Segmented Distribution: Tailor your mailing list based on customer preferences and past interactions. For example, clients interested in eco-friendly practices might appreciate a calendar featuring Australia’s natural beauty and sustainability initiatives.
Follow-up Strategy: Plan a follow-up communication, perhaps an email or a call, to inquire about the received calendar and potentially discuss further business opportunities.
2. In-Store Giveaways
Targeted Promotion: Time your giveaway to coincide with peak shopping periods, like the lead-up to Christmas or the end-of-financial-year sales.
Bundling with Products: Consider bundling them with specific products or services that align with the theme of it. For instance, one featuring Australian wildlife might be paired with outdoor or camping gear.
Customer Loyalty Programs: Use the giveaway as a part of your customer loyalty program. For example, offer the calendar as a special gift for loyal customers who make a certain number of purchases within a year.
Digital Integration
Easy Accessibility: Ensure the digital version is easily accessible on your website, perhaps through a prominent banner or a dedicated section.
Interactive Features: Enhance it with interactive elements like clickable dates that reveal more information or special offers.
Cross-Promotion on Social Media: Promote it on your social media platforms. Consider using Australian-centric hashtags or tying in with local events and trends to increase visibility.
Additional Strategies
Partnership with Local Businesses: Collaborate with other local businesses to distribute them. For example, cafes or bookstores could be ideal places for reaching a wider audience.
Community Events and Fairs: Use community events, local fairs, and markets, particularly those with high attendance, to distribute your calendars. This not only increases visibility but also helps in building a community presence.
Sustainability Angle: If your calendars are eco-friendly, leverage this in your marketing and distribution strategy. Highlighting sustainable practices can resonate well with Australian consumers who are increasingly environmentally conscious.
By implementing these strategies, you can maximise the reach, strengthen your brand presence, and create deeper connections with both existing and potential clients in the Australian market.
A Guide to Selecting the Perfect Calendar Style for Every Need
Exploring different styles of calendars can help you select the most suitable type for your needs, each offering unique benefits. Below are what we consider to be the Top 7 styles that have proven to be the most popular.
1. Wall Calendars
Design: They are typically designed to be larger, making them prominent and easily readable. Each page generally represents a month, providing generous space for daily notes, appointments, and reminders. This format also allows for large, vibrant images above the calendar dates, making each page visually appealing.
Visibility: Their size and clarity make them highly visible, even from across a room. This visibility is crucial in a professional setting for team planning or in a family household for keeping track of shared events and activities. They serve as a central point for date referencing, making them indispensable in collaborative environments.
Decorative Element: Wall calendars are not just functional; they often double as decorative pieces. High-quality imagery can range from breathtaking landscapes, art prints, to thematic photographs. This makes them an excellent addition to any room's decor, providing aesthetic value along with their practical use.
Marketing Tool: For businesses, they are an effective marketing tool. The large size of each page provides ample space for branding elements like logos, slogans, and custom imagery. It can reinforce brand identity and keep the business in sight and in minds of its clients all year round.
2. Desk Calendars
Design: These are smaller, self-standing calendars designed for individual use. They usually sit comfortably on a desk or tabletop and are designed to be both functional and compact. The design often features a flip mechanism or tear-away pages for each day or month, making them easy to use and update.
Convenience: One of the primary benefits of them is their convenience. Positioned right on a desk, they allow for quick and easy date checking, schedule referencing, or jotting down appointments and reminders. This immediate accessibility is especially useful in a busy work environment where time management is key.
Personalisation: Desk calendars offer a high level of personalisation. They can be tailored to match individual tastes, interests, or even the aesthetic of the office decor. Personalisation can range from the choice of imagery, colour schemes, inspirational quotes, to custom layouts that include specific sections for notes or to-do lists.
Space-Efficient: They are ideal for smaller workspaces where conserving desk real estate is important. Their compact size ensures that they don't overcrowd the work area while still providing the essential functionality of a calendar. This makes them a practical choice for office cubicles, home offices, or any space where a larger wall calendar would be impractical.
3. Wiro Bound Calendars
Design: These feature a wire spiral binding, a practical design choice that combines functionality with aesthetics. This binding method allows each page to turn smoothly and lay flat, providing a seamless view of the entire month. The design is clean and professional, suitable for a variety of settings from offices to home kitchens.
Durability: One of the key advantages of wiro binding is its durability. The wire spiral holds the pages securely, making these calendars resilient to frequent use. They can withstand being flipped through, hung up, or transported without the risk of pages becoming loose or the binding deteriorating over time.
Ease of Use: They are exceptionally user-friendly. Pages can be easily flipped over and they stay in place without needing to be held down. This feature is particularly useful for planning and scheduling, as it allows for easy back-and-forth referencing between months.
Versatility: They are versatile in terms of design and use. They can be adapted for both wall and desk formats, catering to different preferences and needs. The wiro binding can support varying sizes and types of paper, making it suitable for custom promotional calendars that include additional elements like note sections or inspirational quotes.
4. Flip Top Calendars
Design: These are designed to stand upright, with a flip mechanism at the top. This unique design makes them both functional and stylish. They typically feature a base that supports the calendar, allowing it to be prominently displayed. The flip design is not only practical for turning pages but also adds a tactile element to the calendar.
Space-Saving: The compact nature of them makes them an excellent choice for smaller spaces. Despite their small footprint, they provide all the functionality of a full-sized calendar. This makes them ideal for cluttered desks, small office spaces, or crowded home areas where conserving space is essential.
Ease of Display: They are incredibly easy to display. They can be placed on a variety of surfaces such as desks, shelves, countertops, or even mounted on the wall. The self-standing design ensures that they are always upright and easily readable, making them a practical addition to any workspace or living area.
Interactive Design: The interactive nature of flip top calendars adds an element of engagement. Flipping the pages can be satisfying and makes the act of moving to a new day or month more tangible. This can make them more enjoyable to use compared to traditional page-turning ones, and can also serve as a subtle reminder to stay organised and on top of schedules.
5. Magnetic Calendars
Design: These are designed to be small and lightweight, with a magnetised backing that allows them to stick to metal surfaces. This design is highly practical for everyday use, allowing it to be placed in highly visible and frequently accessed areas such as on refrigerators, filing cabinets, or other metal surfaces in homes and offices.
Practicality: The prime benefit is its constant visibility. Placed on a fridge or a filing cabinet, it serves as a handy reference for daily schedules, appointments, and reminders. This is particularly beneficial in busy household kitchens or in office spaces where keeping track of dates is essential.
Convenience: Magnetic calendars are incredibly convenient due to their ease of repositioning. They can be moved around as needed without any hassle, unlike wall calendars which require a fixed spot. This flexibility is particularly useful in dynamic environments where space and accessibility are key considerations.
Subtle Branding: For businesses, they offer a unique opportunity for subtle branding. They can feature a company’s logo, contact information, or a custom design that keeps the brand in sight daily. Their presence in everyday spaces like kitchens or personal workstations ensures ongoing exposure.
6. Pocket Calendars
Design: These are characterised by their compact size and portability. They are small enough to fit easily into a wallet, pocket, or small purse. The design is typically simple, focusing on functionality and ease of use, with enough space to note important dates despite their small size.
Portability: The key advantage is its portability. It can be carried around easily, providing constant access to your schedule wherever you go. This is particularly useful for people who are frequently on the move and need to check their calendar on the go.
Discreet Usage: They are perfect for discreetly checking dates in professional or social settings. Their small size allows for quick, unobtrusive reference, which can be preferable in situations where pulling out a phone or larger planner might be inappropriate or inconvenient.
Cost-Effective: From a production standpoint, they are generally more cost-effective to produce than larger wall or desk calendars. This makes them an excellent option for mass distribution, such as promotional giveaways at events, corporate gifts, or as part of direct mail marketing campaigns. Their affordability does not compromise their usage, making them a popular choice for businesses and individuals alike.
7. Digital Calendars
Design: These are software-based and designed to be used on various devices such as computers, tablets, and smartphones. They typically feature a user-friendly interface with customisable views (day, week, month, year) and options for personalisation. They are often part of larger applications or systems, integrating various functionalities that go beyond just date tracking.
Flexibility: One of their primary advantages is their flexibility. Events, appointments, and reminders can be easily added, modified, or deleted. Many digital calendars allow for colour-coding and categorising events, making it easier to manage different aspects of one's schedule. This flexibility extends to settings and notifications, which can be customised to suit individual preferences and needs.
Integration: They often integrate seamlessly with other digital tools and platforms. This includes synchronisation with email, contact lists, and task management applications, enabling a holistic approach to scheduling and time management. Many also offer features like time zone adjustments for international meetings, attachment options for meeting agendas or relevant documents, and even integration with smart home devices.
Accessibility: The accessibility of them is a significant benefit. They can be accessed from multiple devices, ensuring it is always at hand. This is particularly useful in today's mobile-centric world, where switching between devices is common. Changes made on one device are typically updated in real-time across all devices, ensuring that the information is current and consistent. This multi-device accessibility is crucial for professionals who need to manage their schedules on the go, as well as for personal use where family members might need to coordinate their schedules.
Other Styles To Consider
The above might be the best sellers, but they aren't the only styles. Others to consider are below:
1. Perpetual Calendars: Designed to be used year after year, not limited to a specific year.
2. Advent Calendars: Feature a countdown to Christmas with windows or doors to open each day.
3. Academic Calendars: Aligned with the academic year, often used in schools and universities.
4. Planner Calendars: Combine calendar features with extensive space for notes and planning.
5. Erasable Wall Calendars: Designed to be written on and erased, ideal for scheduling and adjustments.
6. Family Organiser Calendars: Include multiple columns for different family members’ schedules.
7. Dry-Erase Board Calendars: Function as a whiteboard, suitable for frequent updating.
8. Photo Calendars: Customisable with personal photographs for each month.
9. Moon Phase Calendars: Display lunar cycles, often used by astronomers and gardeners.
10. Novelty Calendars: Feature unique themes or humorous content, often used as gifts.
Each style has its own set of advantages, catering to different needs and preferences. The choice largely depends on factors such as the intended use, the target audience, and the specific message or branding strategy you want to convey.
The Final Date
Customised calendars offer a unique blend of practicality and promotional value. For Australian businesses, tailoring these calendars to reflect local culture and landscapes can deepen the connection with the audience. By strategically designing, distributing, and measuring their impact, they can become a cornerstone of a year-long marketing strategy.
Remember, the goal is to keep your brand in your client's daily life, subtly and consistently. They achieve this by merging utility with brand presence, making them an indispensable tool in your marketing arsenal.