Direct-mail marketing is one of the most cost-effective ways to advertise businesses, especially those with smaller advertising budgets. While that makes it an attractive option for any marketing plan, creating a successful direct-mailer campaign requires a little more creativity than merely printing off thousands of business letters.
One effective marketing product offered by online print companies is a customized wall calendar. Wall calendars start at around a dollar each, have various themes from which you can choose and can be customized to include your company name, contact information and logo. Here are the advantages of choosing to market your business with a wall calendar.
Wall calendars are more likely to be opened.
Most direct mail, otherwise known as "junk mail" by most consumers, is thrown away immediately. Marketers spend billions of dollars each year on postage alone. Approximately 44% of direct mail goes to landfills without ever being opened. But, companies continue to throw their marketing budgets in the trash cans of consumers nationwide.
A wall calendar with its accompanying envelope is quite different than the hundreds of letters and coupons received by a consumer each year. Studies show that people are more likely to open large envelopes or official-looking mail. Even without knowing who it is from, a person is more likely to open a large, square envelope because it looks important or unique. Once a person's curiosity is piqued and the calendar's envelope is opened, there is a much greater chance that person will actually read the accompanying letter, or at the very least, consider keeping the enclosed item of value.
Wall calendars are more likely to be kept all year.
Unlike postcards and other direct mail marketing, wall calendars are useful and are looked at as having real value. It's psychologically difficult for many people to throw away something that has value.
In a direct-mail campaign, you can't always predict the correct timing to promote your product or service. A postcard is easily tossed in the garbage and a coupon will possibly end up there too if the person sees no immediate need for it. A calendar, on the other hand, will be regularly accessed from a drawer, or better yet, displayed prominently on a wall for the entire year. You never know when your potential customer may have a need for your services. With your business calendar in their home, they will think of your company first when the need arises.
Wall calendars keep you at the forefront of consumers' minds.
Wall calendars provide multiple marketing moments throughout the entire year. Each time your customer or potential customer simply needs to know the date, they are reminded of your business. Each time they need to recall the time or date of their doctor appointment or other event, they will refer to their calendar and see your company name and logo. Furthermore, many people keep their wall calendar near their phone so they can record appointments and events. Every marketing touch a calendar provides gets you one step closer to a sale and, more importantly, a loyal and long-term customer.
Wall calendars can be used as gifts or give-aways.
A common time to mail out calendars is during the holiday season, usually in late November or early December. However, it's also a great idea to keep a stack of your company's wall calendars at the office front desk. You can treat them like business cards and hand them out whenever and wherever possible, but because of their perceived value, you can almost guarantee they will not only go home with the customer, but also be ever present in their daily lives.
Mikkie Mills is a Chicago native and mother of two with a background in marketing. She often shares marketing tips like utilizing personalized wall calendars to improve ROI. Connect with her on Google + or on Twitter (@DollarHacks).