The Most Wonderful Time of the Year
How to master one-time holiday promotions and turn them into programs
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Calendars (with or without cards) are good for holidays because most companies already purchase them annually. "Calendars are a little different than most promotional products because the recipient wants to get a replacement calendar every year, which leads to a very high repeat order rate," said Marr. "Unless the promo buyer is with a large company that has multiple locations or dealers, their calendar purchase usually isn't thought of as a 'program' but a necessary, once-a-year purchase because their customers have come to expect getting a new one every year," she explained. You can use this necessity to your advantage and add holiday highlights and other personalizations to increase the value of the calendars.
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Colleen McKenna
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