by Kirby Hasseman
In today’s world, more than ever, we need to connect and communicate with our customers and prospects. With that in mind, Calendars are foundational branded products…and they need to be in your marketing mix.
It never ceases to amaze me the number of really smart business people who get a case of the “yeah-buts” when they talk about calendar advertising. They have created all kinds of “yeah-buts” in their mind about why this form of advertising won’t work for them. They have many (in their mind) well-reasoned arguments about it too.
Yeah-but…they are wrong.
First things first, let’s “say this out loud.” Sometimes, in business, we overthink things that are not that complicated. I think maybe calendars might be one of those things. “Saying it out loud” forces you to simplify things and decide if (or if not) they make sense. Let’s apply it here. Say this out loud.
Do I want my customers and prospects to take my basic who-what-where message and hang it on their wall all year long?
Uh…of course you do!
Do I want these same customers and prospects to hang my brochure up on their wall all year?
Sure! That would be ideal for any type of business.
Do I want to have this sort of exposure (did I mention it was all year?) for the cost of one radio campaign?
Well-yes!
At its most basic, calendar advertising just makes sense. I call it a “foundational piece of marketing.” You are not going to use calendars alone to market your business. But it should be the base from which you build the rest of your marketing campaigns. Make sure you get your message on your clients wall (or desk, or pocket, depending on the calendar you choose) and then build from there.
One final question before I get to some of the “yeah-buts.” What is the worst thing that can happen to a calendar that you give to a client? Think about it. In reality, the worst thing that can happen is that your client looks at the calendar and then throws it away.
Right?
Guess what. That is the best thing that can happen to nearly any other form of major advertising! If a customer consumes your radio ad, notices it, and then it goes away, it’s done its job! So consider that the next time you tell someone calendars won’t work for you.
Now let’s address some of the “Yeah-Buts” and see if we can get rid of the myths.
“Yeah-But” no one uses calendars anymore!
Hogwash. Don’t get me wrong there has certainly been a shift to technology for personal calendars. I get it. But studies show that there are printed (that means promotional opportunities) calendars in nearly 80% of homes and 80% of businesses (thanks PPAI). In fact there is more than one. Homes average 3 printed calendars and offices average 2.
As a matter of fact, you hear more and more people getting excited to receive calendars because they believe that “no one” gives out calendars anymore! That presents a real opportunity for business owners to fill a need…and get a boost of advertising.
Here’s another “say it out loud” moment. That’s right. Many of your customers will be excited to get this “as a gift.” This foundational marketing tool will be valued because of its utility and will be looked forward too.
When was the last time you could say that about a cable ad?
“Yeah-But” calendars are expensive.
I totally disagree. It’s all relative folks. As I mentioned earlier, done right you can get a year’s worth of exposure for the cost of one mass-media campaign. Whether it’s with radio, TV or even (to a lesser degree) print ads, small businesses will spend thousands of dollars on campaigns that come and go in the blink of an eye. But then these same marketers will balk at spending that on a year’s worth of exposure directly in the office of the customer they are trying to reach. This argument just doesn’t make sense.
Now it’s worth mentioning there are multiple ways to create a calendar campaign. You can use a stock calendar with great pictures and a basic area for imprint. Or you can create a completely custom calendar with your own pictures and information. Each of these options has real merit…depending on the target you want to reach.
As a rule, stock calendars can be less expensive. So if cost is a real concern for you, this might be a better option. But the cost of custom calendars has come down with digital printing, so you might be surprised with the cost-effectiveness of this option. You simply need to decide what you want to accomplish and then move toward that option. We will discuss that more later.
The basic point is calendar advertising is an extremely cost effective way to promote your business or organization. It is less than pennies per exposure. And I think most importantly, it is not wasted. Your message is reaching directly into the homes, offices, desks and minds of your target market.
“Yeah-But” calendars are passé.
Maybe it’s because calendar advertising has been around for 100 years. Maybe it’s because some business marketers are always chasing the new “shiny” thing. But sometimes the “yeah-but” comes because they think calendars are an old way to go to market. Maybe you think that.
Remember that “say it out loud” thing? Let’s do that again. I want you to say:
“I don’t want to use an advertising and marketing tool because it has worked for 100 years for thousands of companies.”
Sounds dumb, doesn’t it?
Calendar advertising is NOT passé. It is proven. Hundreds of thousands of companies have utilized this tool in the tool box to promote and grow their business. Nothing is around in the business world this long if it doesn’t work.
Period.
“Yeah-But” I get lots of calendars and I throw them away.
Congrats! You are super popular. But here’s the thing; you are the exception. Many people actually go to the mall during the holiday season and buy themselves a calendar. If that is your client, you just missed a huge opportunity.
The other problem with that argument is this you might throw a few away, but most people keep their favorite. So the issue is not that you get too many calendars. The issue is you get too few that move your excitement meter. I always tell people that the cost of a calendar is not determined at the point of purchase. It’s determined at the point of hanging.
If you spend $.50 each on 1000 crappy calendars and
only 1 of them is put on a wall, then that was one damn expensive calendar.
The rule is the same for mugs, mouse pads and calendars. Yes, most people have one. But if you give them one they like better, they will use yours. So don’t always go cheap on the calendar. It might be a very expensive mistake.
So now I have addressed just a few of the “yeah-buts.” You either believe me or you don’t. My guess is, if you are still reading, you do! So let’s talk about some options for calendars…and which might make sense for you.
Stock Calendars
There are tons of shapes and sizes and themes when it comes to “stock” calendars. Basically a stock calendar is simply a calendar that is mass-produced that has a specific space for you to put your business information on. Some examples of stock calendars include:
Appointment Style Wall Calendars: These wall calendars are the most popular style of promotional calendar. They often come with pictures ranging from scenic to puppies and kittens to motivation and thousands of others. These can be a great inexpensive way to reach customers in their home or cubicle.
Executive Style Wall Calendars: These are generally larger, grander calendars that are meant to be displayed in an executive office or board room.
Year At A Glance Wall Calendars: The name says it all. These calendars show the entire year on one page and are perfect
for planning.
Desk Planners: These calendars are used all over the world to plan hair appointments, schedule vacations, and
massages. Though some people believe that calendars are only being done on the computer, this type of calendar is still very popular.
Desk Pad: A great calendar to be able to have right on the desk to display appointments.
And there are lots and lots of other stock styles as well. What you need to do as a business marketer is simply decide where you should best try to reach your customer. Then choose the style of calendar best suited for that location.
A big advantage of a stock calendar is you can purchase a small quantity without breaking the bank. You have less flexibility on what you can put on them. But stock calendars can be extremely effective when done right!
Custom Calendars
As the name suggests, a custom calendar can be created from scratch to fulfill any of the above styles…but with your company’s pictures, styles, information and more. I always tell my clients that they are starting with a blank piece of paper. So within reason, you can do pretty much whatever you want to do on a custom calendar.
The custom calendar is fantastic because you go from putting your “who-what-where” message on the wall (which is great) to putting your entire company brochure on the wall. You can showcase products, services, case studies, success stories and more. You really have a chance to go all out and “story tell” on a custom calendar.
In addition, though Custom Calendars are generally more expensive than stock calendars, the cost has really come down. So reach out to your promotional consultant before you dismiss the idea of creating a custom calendar. It might be more in your budget than you think! Click here to learn more about our print offerings.
What it boils down to is, you should be incorporating calendar advertising into your marketing budget. Create a calendar campaign that you can be excited about and then build the rest of your advertising the rest of the year on top of it. Once you create the solid “foundation” you will find a great year can be built with ease!
If you want more foundational marketing tips on how to use branded merchandise to grow your organization, here are some things you can do. First, check out our blog page. We have lots of information like this there. You can sign up for our VIP newsletter. We send out one email per week with our content. Finally, you can check out the book this was originally written in Delivering Marketing Joy.
by Kirby Hasseman
If you are looking for a great branded gift item for your team or your customers, drinkware is a great category to consider. Why? There are plenty of reasons, but here are a few.
First, no sizing. While apparel is a wonderful item to give your team (and you should) you need to make sure you have the right sizes, or the gift is a waste. Functionality. Everyone uses drinkware. And if you get your team or your best customers a NICE piece of drinkware, they will use yours. It’s Personal. Anything you are putting in your mouth is personal! So tying your brand to something legitimately personal ties them more emotionally to you.
But what piece of drinkware?
At Hasseman Marketing, many of our team lean lean toward the Vacuum Tumbler. A vacuum tumbler (often a Yeti style mug) is double walled and insulated to keep your coffee hot and your ice cold for hours. With that, they are functional regardless of what kind of drink your recipient enjoys. Want to sip on a coffee all day, these work great! And if you like to enjoy a cold beverage by the pool all day, these have you covered as well.
But which Vacuum Tumbler? We asked our team!
Kelly Bowe Says: “The Viking Tumbler is always my go to tumbler. That’s the one I always bought for the hospital and everyone always loved it. The price was right and the quality was top notch.”
Jeff Wickerham Says: “Celeste: I love this tumbler! It is vacuum sealed, but unlike most vacuum sealed tumblers, it is ceramic. The Celeste has the traditional coffee cup feel but keeps my coffee hot, so it is the best of both worlds!”
Kirby Hasseman Says: “I love the Urban Peak tumblers. They have great performance as a tumbler, and the full color decoration is amazing. Oh…and you can personalize it so everyone makes sure they have the right tumbler.” (Yes…I just quoted myself there).
Regardless of what style you like the best, during this time we have a great opportunity to show our team and our customers how much we really appreciate it. Let’s not waste it. Please let us know if we can help. Remember, we have drop ship programs that can help you send your branded merchandise directly to their door!
by Kirby Hasseman
At Hasseman Marketing, we believe the best way to battle business challenges is through learning and hustle. I know the term “hustle” is sometimes over-used right now, but the reality is, your effort is one of the things you can truly control. It matters. In addition, when times are changing and challenging (as we can all agree they are right now), looking for ways to grow is one of the best ways to make sure you are prepared to adapt. That is why we have been so focused on providing education during this time (like this FREE 5 Day Marketing Course).
That is why we are so excited to host Hasseman Marketing MasterClass.
Yes it will take some time. It will take some effort. But we hope this event will be well worth it! If you are still on the fence, we wanted to give you 5 reasons to attend the first ever Hasseman Marketing MasterClass.
Amazing Keynote Speakers
Bill Petrie and Bobby Lehew are two of the most talented speakers in the marketing world. Both are industry professionals for sure. But each has wonderful perspective on story-telling and a track record for marketing success. I am thrilled they have agreed to share their talents with us. Each of their sessions will be well worth the price of admission as you plan the rest of your year.
Real World Breakout Sessions
As great as the speakers are going to be (and they are going to be awesome), I am really fired up about our Breakout Sessions. We will be tapping into our speakers (in a session about creating content), our team and even our customers. We have asked our team and customers about topics that would help them move the needle and responded. So we have a session on improving your website, how to maintain company culture during this time, changing your marketing during changing times, and more! We are adding more speakers and sessions all the time…so be ready to be inspired!
A Virtual Trade Show
As we discussed doing this event with some of our customers, one thing came up again and again. “We still want to be able to meet with your suppliers!” After over 15 years of hosting a successful trade show for our customers, we have created a demand. Great news. Some of our best supplier partners will be joining us virtually to show you the best and brightest year end gift ideas, apparel options, and branded merchandise to help you move the needle and end 2020 strong.
Innovative Learning
We have all heard it until we are blue in the face, “we are living in unprecedented times.” While it’s true, I am tired of hearing it. That being said, these times call for innovative solutions. We have a fun interactive platform and an energetic way to keep the learning going. It’s not going to be “just another zoom meeting.”
Inspiration For Year End
We are being bombarded with negative news every single day. Whether it’s CNN, FoxNews or your Uncle Joe on Facebook, it can be hard to escape. This event is designed to provide information and inspiration to help you take control of your marketing and your organization. We will be hearing from real people that have implemented real ideas to help them navigate this time. I mean, one idea might be, “How to host a virtual conference so we can continue to do business!” Just a thought!
Bonus Reason (for a limited time)…Great Box of SWAG
You know we love our swag! This is for a limited time, but for the first 100 to register, you will get a box of branded merchandise that will be more than worth the price of admission.
We are fired up about this event. If you want to learn more, please head here to read and and register. The cost is only $10 and I guarantee you will get your money’s worth.
by Kirby Hasseman
Despite the fact that technology makes us more “connected” than ever before, that is not how most of us feel. Studies tell us that people feel more lonely than ever. And this was true BEFORE Covid-19 forced us to isolate even more. Our culture is starving for real human connection. We want to have a sense of purpose and a sense of belonging. It’s a basic human need….and many of us are struggling to meet it. We want, and need, a tribe.
Believe it or not, great brands can help.
In his latest book, “Marketing Rebellion,” author Mark Schaefer says that the best brands build a tribe that helps them create a sense of belonging. These brand loyalties, when they are strong enough, help us to explain not only where we belong, but where we don’t. Harley Davidson, for example, has created a tribe that is passionate about a lifestyle of freedom. Yeti is a brand that represents outdoor living and high quality. The people that belong to these tribes not only are loyal to their brand, but they are proud to share the message too.
And how do they share this love for brand and show their sense of belonging? Promotional Products.
In his book, Schaefer talks about a Nike fan that was so passionate about his desire to “Just do it,” that he tattooed the swoosh logo on both ankles. While most of us are not willing to tattoo a brands logo to our body (more people do this than you might think) we often do the next best thing. We advocate for our favorite brands with less permanent “tattoos.” These might be stickers on our laptops, fun images on our socks and even t-shirts that we wear all the time. These simple pieces of branded merchandise help us to spread the brand gospel and show that we are part of a tribe. They show what we stand for…and what we don’t.
Done right, promotional products and branded merchandise can help our fans create a sense of belonging that is missing in their life.
We just need to be intentional about helping them create it.
For example, did you know that 22% of Harley Davidson sales are not the bikes? They have created merchandise that not only allows their fans to spread the gospel, it’s created a nice revenue source too. In addition, when YETI was getting it’s start, they included a branded t-shirt and/or a cap with every purchase. They used this branding strategy to help spread the word (and create that tribe) with every purchase. And remember that brandivate launch I wrote about a few weeks ago? They used branded merchandise to create a tribe from day 1.
As a side note, the response was so overwhelming that brandivate needed to go back to the well! People who wanted to be a part of the tribe reached out strongly enough that they created a 2nd wave of mailers for people that wanted to be in the group.
It can be exciting when we understand the impact we have have with our marketing efforts. Done right, you can not only impact your sales efforts, you can create a tribe and a sense of belonging for your fans.
And that is a purpose worth working towards.
by Kirby Hasseman
When I was first introduced to selling promotional products, I met with a manager that was teaching me the finer points of value in branded merchandise. At the time, he was talking about calendars, but his words ring true with me nearly every day in the business. “The price of a calendar is not determined at the point of purchase,” he said. He waited a few beats while that statement sunk in. Then he continued. “The price of a calendar is determined at the point of use.”
I raised my eyebrow to try and understand what he meant, and he went on.
“You see, so many people make their initial purchasing decisions based simply on price. But they don’t consider the weight of the paper. If they use cheap paper the calendar will not hang properly on the wall. If the imprint does not look good, the story will not be told the way the customer wants. But if they invest in a quality calendar, then it will get used…and that is the point!”
His point was simple. “If you buy 100 calendars at $5, and all of these get hung on the wall, they have spent $5 per calendar. But if the customer ignores the quality and buys 500 $1 calendars, and then only 1 gets hung on the wall, they have purchased 1 $500 calendar!”
The price of the piece is not determined at the point of purchase, but at the point of use.
While the story I tell here has to do with calendars (and still rings true) the lesson is still true across all kinds of items in the branded merchandise industry. You can nearly always get a “cheaper t-shirt,” but is it the kind of t-shirt your customers and prospects will actually want to wear? If not, that “cheap t-shirts” might end up at Goodwill. (I talk about pricing t-shirts here). Yes, you can get a “cheap coffee mug,” but I think that is the wrong question. If you want your branding message to spread, you need to look for someone’s “favorite coffee mug.” That item will get used every day.
You get the idea.
If you want to create a meaningful promotion that has staying power, think of how your branded piece will be used. Consider what your prospect might not only like, but want to use every day. When you create their “favorite” t-shirt, calendar or coffee mug, you get branding that has the power to last a lifetime.
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by Kirby Hasseman
On August 3rd, I was sitting at my home and I was nervous. Why? Because as a board member of OPPA (Ohio Promotional Products Association), we were about to head to Kalahari to host the first in-person sales event in our industry since the pandemic. We were excited to see all of our peers. I was excited to try and get back to business. But we were all nervous. (I talk about it in this video).
We wanted to create a successful event, but we did not want to set the industry back.
Over the course of the next few days, the OPPA Board, with the support of suppliers and distributors, held the Sales Safari at Kalahari. It was an in-person event that allowed suppliers and distributors to meet face to face for the first time since March. And by all accounts, the event was a success. Not only was the attitude around the event a grateful one, but the feedback we received was that we “made everyone feel safe,” and we took the necessary precautions to be safe.
This is by no means saying that we should open the flood gates. Discretion is still the better part of valor.
But as we move toward the end of 2020, we do need to figure out how to push forward. So here are some lessons we learned, actions we took and ways you might be able to have an in-person event safely.
Choose The Right Venue
I was so impressed with the Kalahari facility. As soon as you walk up to the doors, you see signage that explains their policies on masks and social distancing. When you walk through the doors you see hand sanitizing stations and more signage. That level of communication set the tone from the beginning. They were taking this very seriously…and it helped reinforce what OPPA wanted to accomplish.
Lead By Example
If you want the people at your event to follow the rules, your team better too! There is so much mixed messaging and confusion out there already, you don’t want to contribute. The OPPA team was on board from the beginning. Everyone was great about wearing masks and taking part in the protocol, so it was easy to ask everyone else to do it too!
Communicate…Then Communicate Again
At several points during the event, our Board President Kyle McGovern stepped in front of the group to give the full info on what we were doing…and why we were doing it. Our Executive Director LaDonna Belcher did the same. Over and over, we talked about the measures we were taking, and why they were important. We also gave attendees with options on what to do if they ever felt uncomfortable. This communication was great for explaining why every step was important, but it also showed a level of transparency that is important when working through something new.
Have Zero Tolerance
Once the rules were set (and we will get to a few of those in a moment), we worked hard to stick to them. The gravity of the situation was clear. We needed to be diligent in order to keep everyone safe. The eyes of the industry were very much upon us. With that in mind, there was no room for “non-believers.” If you wanted to attend, you had to follow the rules. The end. If you don’t want to follow the protocol (or you can’t), that’s fine…but you can’t come. I think that sort of discipline is critical to keep everyone safe. If potential attendees want to shout about their “freedom,” simply explain that they have the freedom to stay at home. It’s really that simple.
Masks, Masks, Masks
Here’s a secret. No one LOVES wearing their mask. It’s an inconvenience. But to be honest, it’s a minor one. Study after study has shown that they help to keep you from spreading the virus. Please don’t send me your videos from “Doctors” who say differently. If you want to have an in-person event, everyone needs to wear a mask. It’s safer. In addition, as I have talked about on the blog before, everyone wearing a mask makes everyone feel more safe too. And that matters if you want the attendees to learn and grow from the event. Oh…and if you don’t like it…don’t come to the event.
OPPA. provided everyone that walked into the event a mask, just in case they did not have one. There are some great ones out there that can help promote the brand and the event…and you can find a few here.
Take Temperatures
And speaking of what happened when participants walked into the event, every person had their temperature taken. That way, if someone is showing symptoms, even unknowingly, you have the chance to catch them before they mingle with the rest of the attendees. My suggestion is, take temperatures each day, just to make sure something has not changed overnight. There are some great touch-less options (find a few here), and I would recommend getting several so you don’t cause a back up when people are trying to get in!
Hand Sanitizers…Everywhere
As you might expect, the final item attendees got when they walked in the door was hand sanitizer. We also had sanitation stations throughout the event. This is where it was great to partner with Kalahari, because they have them everywhere too! The end result was that it felt like anytime you wanted to sanitize your hands, you could. That helped attendees be safe AND feel safe.
Limit Social Hours
One of my favorite parts of a normal in-person event is getting together to socialize with some drinks. That’s great…but it’s a place where things can go wrong. With the best of intentions, alcohol might ease the attention to detail on following protocols. You don’t want to do “everything right” and have one overly friendly Happy Hour ruin it! It’s not about being the “fun police,” it’s just about being smart so there is not an outbreak after an otherwise stellar event!
These are just a few precautions I recommend taking if you are considering hosting an in-person event. It might seem like a lot to manage, but I can speak from experience when I say, “It was worth it.” It felt SO good to be meeting face to face with other professionals again. If you want to look at some products that might help you host an event, feel free to check out our shop here.
Congratulations to the OPPA Board for having the courage to be first…and to take the steps to do it right.
