Buying Space

My father-in-law is an independent insurance salesman.  Every year he sends out a desktop calendar to all of his clients and friends.  It is an annual Christmas gift that comes just in time for the holidays and New Year’s.  It has a thermometer on the front along with tear away sheets for each month. It also has his name and contact information printed on the bottom.

In age of technology and computer calendars with apps that tell the temperature, I asked him why he still sends this out to a “paperless” community? My father-in-law is an independent insurance salesman.  Every year he sends out a desktop calendar to all of his clients and friends.  It is an annual Christmas gift that comes just in time for the holidays and New Year’s.  It has a thermometer on the front along with tear away sheets for each month. It also has his name and contact information printed on the bottom.

In age of technology and computer calendars with apps that tell the temperature, I asked him why he still sends this out to a “paperless” community?  He smiled and told me the story of how he bought these calendars.  The salesman had several in his case, most only had the calendar without the thermometer.  They were much less expensive.  “Why should I pay more for the thermometer version?” my father-in-law asked the gentleman.

“You are buying space on your clients’ desks and in their offices.” He said.  “They will use your calendar because it has the thermometer unlike the cheaper versions.  Besides, no app will tell you the temperature inside your office.  My father-in-law has used these calendars for years and clients expect to receive them.  In fact, one client asks for two every year without fail.

Have you ever thought about what you do that occupies space in your client’s mind like nobody else?