Save Your Calendar Promotions
14 ways to rescue
your calendar promotions
from mediocrity
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11. USE AS A YEARLY INCENTIVE TO PULL END-USERS INTO A PURCHASING SPACE.
Paul related an anecdote where a car-dealership client set up a yearly calendar gift promotion for its customers, designed to get them to visit the store. The dealership would mail out a flyer, alerting customers of the arrival of the year's current batch of calendars. The calendars were stacked in the showroom, so the customers would have to come in and see all the new cars for that year in order to pick up the calendars. Quoting the dealership owner, Paul said, "'It used to be that I would see my clients maybe once every 4 to 6 years when they had to buy a new car. But now I see them every year.'"
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Michael Cornnell
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