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How to Shop for Promotional Calendars

Just about everyone uses some kind of calendar. Even in this digital age when computer and mobile calendars dominate, nearly 80% of homes and businesses are equipped with at least one printed calendar. According to the Advertising Specialty Institute (ASI), 76% of people who receive promotional calendars display them prominently and view them an average of 227 times per month. Promotional Products Association International (PPAI) also performed a study finding that the vast majority of people who received promotional calendars remembered, planned to work with, and thought more favorably of the advertiser.

Calendars are items that people need from year-to-year, so if they enjoy your calendar this year chances are they will be back for another next year. PPAI's study also showed that more than half of both households and businesses refer to printed calendars anywhere from two to 10 times per day. With the average cost of a promotional calendar around $3, that brings the cost per impression under a penny (about a quarter of a cent, actually).

The key to making promotional calendars successful and cost-effective branding tools is narrowing down your selection and finding the type of calendar your recipients will want to display. Here are a few factors to consider when buying calendars with your logo:


Calendars come in all shapes and sizes. Think of how your recipients will use the calendar - at work, at home, on the go - and that will help determine the style that they will get the most benefit from.

Wall Calendars: Wall calendars are great for remembering birthdays, trips and events going on in one's personal life. They are most often stapled or spiral-bound, featuring a different image each month. This is the most standard calendar style used in the home. If your customers and potential customers have a busy home life, wall calendars are going to be most helpful to them.

Desk Calendars: If you plan to give your promotional calendars to executives or even your own employees, desk calendars may be your best choice. Choose either propped up desktop calendars or pad calendars that lie flat. Desk calendars allow the recipient to make notes for appointments and meetings. These items are ideal for those who spend a lot of time at the office.

Planners: Pocket calendars and planners are perfect for on-the-go individuals. Even with digital mobile calendars, people still appreciate having a physical planner with them that they can write in and reference while out and about. They can be used to keep notes, contact information, shopping lists and more in addition to the month-to-month calendar.

Magnetic Calendars: Magnetic calendars are more for referencing dates than for recording events or appointments. They often have a view of the entire year as opposed to one month at a time and can be very useful for a quick glance either at home or at work. Magnetic calendars can be stuck on filing cabinets or refrigerators, making them available to others passing by as well as the intended recipient.

Wallet Card Calendars: Wallet card calendars are ideal for people who are on the go a lot. Similar to magnetic calendars, they often offer a view of the entire year as opposed to each month individually. Also like magnet calendars, they are more for referencing dates than writing in; however unlike magnetic calendars, wallet card calendars go with the recipient wherever he or she goes so they are always available for reference.

Tear-off Calendars: These types of calendars offer a creative edge over other calendars. You can find tear-off or stick-up calendars in various different shapes. Find the shape and color that best fits your industry for the biggest impact. They also often offer different images for each month or the ability to keep your image (logo and company name) stagnant from month-to-month while the month's calendar is torn away.


Every calendar has a subject or theme. Your theme should reflect your brand and the image you want to portray. It should also include factors that appeal to your target audience. You want the recipient to want to display your calendar proudly the whole year through and even come back to you for another calendar next year.

Again, know your audience, and choose something that suits it. The material of your desk or pocket planner can really set the mood; leather will create a high-end look and feel ideal for corporate executives while vinyl holds up great against everyday wear and tear.

When it comes to your wall calendars or tear-off calendars with an image for each month, pick a theme that your recipients will enjoy and that is relevant to your industry. There are tons of options here: cats and dogs, religion, sports, cars and trucks, tourism and more - the sky is the limit.

And remember: the goal is to get the recipient to use the calendar with your logo over a store-bought calendar or someone else's promotional calendar. The way to achieve that goal is to make the style and theme relevant to that person's wants and needs.

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