Why are Wallplanners so effective?
Firstly let’s remember why a Wallplanner is so effective. Essentially it is a tool that can be annotated and used for sharing dates and events. It differs greatly from the diary (invariably a private device) and provides far greater scope for ‘planning’ than a typical calendar.
It also occupies a large area keeping your client’s brand in view. It has the prospect of being used regularly and has the potential lifespan of a whole year. The Wallplanner is an excellent promotional device that assists you to better promote your business and raise your brand profile over an entire year.
Wallplanners are ideal for B2B (business to business) clients whose recipients are likely to put them on their office walls for important dates, meetings and appointments. Alternatively, they may also be put up in staff areas to detail holidays, training dates and team meetings.
There is so much scope for a Wallplanner when it comes to content and your message. Lead with your brand, colour scheme and contact details. With a whole year to view, that includes holidays and room for customers to add notes, it is often put up early so early birds can broadcast their holidays.
When thinking about the initial investment for a Wallplanner consider the following:
• Who are your customers and potential customers?
• How much is an order worth to your business?
• How much is a client worth to your business?
• In most businesses the profit ratio is often in the region of 50%. Pure retail might be lower.
• Why might your customers use Wallplanners?
What would you pay, PER CLIENT, to have your businesses details, around A2 size on your client’s office wall for a whole year £10 – £15? The good news is that you could achieve that but for less per client than you’re thinking. Broadly speaking what value in £ is your typical order. Let’s say its £20. What would your gross profit be on a typical order 50%? Okay let’s do the sums. We’ll see what increase in the volume of orders you would need to cover your costs say, if you ordered 250 A2 Wallplanners – they’ll be ready folded to make for easier posting. At a cost of £382 – that’s just over £1.50 a piece. Let’s be cautious and assume that half the Wallplanners end up in the bin. That leaves about 120 that make it onto a client or prospective client’s wall. If half of those Wallplanners produce just 1 extra order over the whole of the twelve month period – the campaign will be in profit. 60 x £10 GP per order=£600. How does that strike you as a sound marketing investment?
The closer to you get to the new year, the more likely your clients will already have such devices in place.
Personally the Wallplanner is one of my favorite marketing tools. My details and brand on a client’s wall all year round? There’s no question for me and I have mine ready to go out around the end of September.
If you need any further advice with Wallplanners I would love to hear from you.
Neil Smith
Email: neil@cambridgegraphics.co.uk
Telephone: 01954 710818