subject: Are Calendars A Good B2b Marketing Technique? [print this page] The calendar remains a very common method of marketing all manner of products, from motorbikes to holiday destinations. In this article we'll examine if businesses still find the calendar such an effective marketing tool.
It is quite an old medium of communication, and for this reason it might not be suitable for some forward looking businesses. However, it should not be discounted.
The calendar, much like any piece of art or a photograph, can attract attention either consciously or subconsciously. A particularly well designed calendar will be pleasurable to look at and draw the viewers attention towards given brand or product. There are companies that specialise in producing such calendars and because they have top quality printing presses together with a great deal of experience in sourcing outstanding artwork and photography, they can produce calendars that people really want to own and enjoy. The calendar is a tool that tends to be used every day, being as it is useful for planning day to day events. In the business setting, they are particularly useful.
Because calendars can be pieces of artwork, some people argue that they tend not to get hidden away in cupboards, drawers or filing cabinets. As a way for one business to advertise to another, it is considered to be highly effective because it is on open display, normally for a whole 12 months. Even with artwork or photographs though, a viewer, say in an office or a factory, might well get tired of a particular image. Most calendars, though, have the advantage of being comprised of 12 different pieces of artwork, so it is less likely for the viewer to get too familiar with an image, as they change the image each month.
As far as being a B2B marketing tool goes, it is thought that any marketing budget might be very efficiently used, with an estimated cost starting from just one penny per day for each and every pre-existing or prospective customer. This is not always the case of course, it depends on the specific deal you get with a calendar printer. This kind of marketing is also thought to be able to target well qualified audiences too, often being placed in front of the people who make decisions in a given workplace.
While the use of paper or card might raise eyebrows in some environmental quarters, it is true to say that many reputable printers of calendars obtain their raw material from sustainable forests, allaying fears about adverse effects on the environment. It is impossible to say, however, that the calendar does not use valuable resources, it does.
In a world where new advertising mediums and opportunities seem to be appearing on a regular basis, calendars have nevertheless remained a powerful tool to reach a very targeted audience, and they look set to continue this trend for a long time to come. They are therefore considered by many to be a good B2B marketing tool.
