By Kevin Miller

Effective marketing practices for business owners are important when the economy gets soft. During such times your marketing budget may shrink - so impactful, dynamic strategies are even more critical.

One such strategy is magnetic marketing, or the use of refrigerator magnets in expanding your business with clients and prospects. Countless thousands of businesses use promotional magnets as a leg up over the competition in their region. Magnets have proven over and again to accomplish top-of-mind marketing.

Jackie Manzi from Connecticut reports, "I've had many, many people say that they like waking up to see my smiling face on their refrigerator. Many of my friends and clients refer me due to them being able to give my number out so quickly, just by looking at the calendar magnet. They have been one of the best personal promotions I have used."

Jara Lamardo in Florida agrees, "Calendar magnets on the refrigerator door make my name easily memorized and my information is readily available for all to see."

Longevity

What other marketing tool has a 12 month shelf life? "Each year I send calendars to my clients. It is a fantastic way for my name and likeness to be seen each day of the year," says Dan Thompson in California.

Elizabeth Ruvo of Florida reports, "I was at a committee meeting at the Board of Realtors in June when one of the other members (who works for the newspaper) turned to the front of her notebook to check a date for an upcoming event. To my delight I saw she had put my calendar magnet I sent last December in the front of her notebook (which she took everywhere with her!). She had come up with a new use for it and I was getting some exposure everywhere she went."

Low Cost

Calendar magnets make monetary sense. You can give away this practical gift for as little as 18¢ each – plus, if you mail them, you only need a one-ounce stamp.

Patricia Rowe in Maryland explains, "As a real estate broker, I am always looking for an affordable promo item. I have been using the business card magnet calendar for a couple of years, and they work great! My customers really like them. They're affordable, and since they fit in a regular letter size envelope, they don't require extra postage."

Delivery Ideas

There are many options to suit your business style when it comes to getting calendar magnets in the right hands. Here are a variety of ideas:

"I have been sending magnets for many years at Christmas in my Christmas cards to all my present, past and future customers as well as family and friends. I also give them out at Bingo and church. I have customers from ten years ago that still look for my magnets every year - of course this keeps me in their memory bank and when they have a referral they call me. These more than pay for themselves all year. I would not dream of sending out Christmas cards without them." (Nancy Currin, North Carolina)

"I give out the calendars when I hold open houses and other activities. It's a great way to get new customers." (Dan Thompson, California)

"I put the magnets in an envelope and put a FREE GIFT ENCLOSED on the outside so people know to not just throw it out. It works!" (John Kirk, Pennsylvania)

"A couple of weeks ago my wife and I stayed in a hotel to celebrate our anniversary. I went to the front desk to get some pillows. Never passing up a chance to advertise, I placed 5 calendar magnets on the counter. A couple of hours later the night manager saw me and asked me if I had any more. Apparently some customers saw other customers take the last one and wanted one themselves. Needless to say I put more out 20 more. When we checked out the next morning they were gone! I'm on these people's fridge for the next 12 months. I need to go by and see if they need more!" (Mike Sims, Tennessee)

"I find every vendor function available to me, for instance churches, outdoor festivals, networking events. I buy the calendar magnets in different designs, attach my business card and arrange them in an eye-catching way on my table." (Linda Bowman, Illinois)

With the holidays your opportunities for distribution at community events should be numerous!

Are They Really Effective?

"I relisted two homes this year that I had sold to the owners last year. At both houses, when I went to meet with them and prepare their listing paperwork, my calendar magnet was on their refrigerators. These were the inexpensive magnets that I had attached my business card and mailed to them in January. Those magnets with postage cost less than $1.00 each but they kept me in front of my clients and they called me when it was time to sell." (LaVance Davis, Tennessee)

"I've been sending House of Magnets calendars for the past four years. Folks actually contact me asking for them. It's my best source of recognition, and has even resulted in listings from strangers." (Joyce Bearse, Massachusetts)

"This was my first time sending calendar magnets but with the response I got I'll be sending them everyyear!I received many thank you cards and several calls from past customers requesting more calendars for family and friends. And I already got 5 referrals!" (Anali Dishmey, Florida)

Now What?

Now is the time to plan your calendar magnet campaign. December and early January are the prime times to distribute them. Check out the outstanding selection of calendar magnets at House of Magnets. You'll find unbeatable, low prices and high-quality designs that you'll be proud to hand out.

Kevin Miller has been in sales and marketing for over 30 years. He is now the National Sales Director at House of Magnets in San Diego. Email him for more tips and advice.