Tru Art Advertising Calendars General Information
| Distribution Is the Key – DISTRIBUTION PLANS FOR CALENDARS |
No calendar sale is complete without a distribution plan. Successful distribution is the most important factor influencing whether calendar advertising succeeds . . . so it is worth your effort to make sure this important step is not missed.
With most other advertising media—newspaper, TV, magazine, radio—distribution is “built in” (i.e., there is mass coverage to a broad audience according to a predetermined schedule). With calendar advertising, the who, the how, and the when must be decided by the advertiser ahead of time and then carried out. Choose a plan that supports the advertising objectives. Here are some options to consider: |
1. Personal Distribution
This is a preferred option if feasible. Using this approach, the business owner or company representative (salespeople or distributors) calls on the customer to personally present the calendar. Obviously, this visit also presents an opportunity to personally thank the customer for his/her business. It also gives feedback to the advertiser about the value of the advertising message.
2. Distribution Letter/Postcard
Letters can be enclosed with calendars when they are mailed; they can be sent in advance to announce that a calendar is coming; or they can be used to invite people into the place of business to pick up a complimentary calendar. A letter or postcard gives calendar distribution added impact because it includes a personal message from the advertiser. An advantage to a letter inviting calendar pick-up is that it draws traffic into the place of business, often leading to sales.
3. Mail
Calendars can be mailed both to existing customers (using an up-to-date mailing list to avoid waste circulation) and to prospects within a trade area. In rural areas, blanket mailings can be accomplished by having the postal service deliver the calendars “simplified address,” providing a calendar to every box holder in the area. (This does require a bulk-rate permit and bulk-rate postage charges apply.) Providing mailing information early is critical to timely receipt. See further information regarding Tru Art’s mailing here.
4. Over the Counter
This plan is appropriate for any business that has counter sales or service. Store personnel are instructed to ask each customer if he/she would like a calendar. The calendar is then presented as a gift with words such as, “Please accept this with our thanks for your business. We hope you will find the calendar to be useful throughout the new year, and that it will be a daily reminder of our appreciation.” Announcing the distribution date ahead of time can also help to build store traffic. |
The Best Time to Buy Advertising Calendars
When is the best time to buy advertising calendars?
At Tru Art, we encourage people to beat the fall rush by placing orders early. By ordering early you will benefit because:
1. Tru Art will complete and store your order in our warehouse free of charge until the requested shipment date.
2. Tru Art will ship the order, as originally requested, using the method preferred by you.
3. You can budget expenses early.
4. Orders placed outside of our busy season may be eligible for early order pricing discounts.
5. You can be assured that customers will receive exactly what they want, when they want it. |
Traditionally, over one half of Tru Art’s orders are received before July 1. |
2012 DATES TO REMEMBER |
Early order pricing period – January through May
Art/copy due for early price orders – July 15
Early shipment program ends – August 31
Prime production time for busy season orders – September and October
Heavy production time – November through December
New catalog available for 2011 selling – October 15
Tru Art holidays:
| January 2 |
September 3 |
| February 20 |
November 22 |
| April 6 |
November 23 |
| May 28 |
December 25 |
| July 4 |
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Note: Tru Art will be closed on these dates to honor the associated federal holiday. |
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