Is it worth marketing an anniversary? As Oprah Winfrey once said, “Cheers to a new year and another chance for us to get it right.“
We, the awesome Arkside Marketing team, are celebrating our five year anniversary in 2015. Each anniversary of your company’s beginning represents the end of a chapter and the simultaneous start of another. But that is a generalized observation with arguable meaning. Of strategic importance is the marketing value of that anniversary and how it can be used with employees, vendors, investors, customers, and potential customers.
Let’s jump into a couple you may not have considered:
1 year – Your first year in business. You made it!
5 years – Most businesses fail in their first five years. If you’re still around, its time celebrate.
Always commemorate the traditional increments of 10 (10, 20, 30, etc.) and half-10 (15, 25, 35, etc.) anniversaries.
Also consider numbers that are relevant to your particular industry or company:
These milestones give you an opportunity to reconnect with your customers using a completely non-sales touch point. You are suddenly empowered with a new way to stay top-of-mind, offer a unique incentives, and provide an experience unmatched by your competition. (Assuming they aren’t celebrating an anniversary at the same time).
The key is to share your excitement with your customers. Tell your story. Your employees may be your best source of material, especially if they have been around for multiple milestones or even from Day 1. Share trivia and experiences from the company’s history: how did the company begin? What was the last milestone like? How has your city or cities changed over time? Do you offer new products or services?
Here are ways for getting customers excited about an anniversary:
These are just a few ideas to help cultivate ideas for your particular situation. Your customers will enjoy knowing about your success, longevity, and whatever may be in store for them. Most importantly, each of these steps humanize a business. The management, the staff, and the brand as a whole become more “relateable”. In other words: great marketing. Few things can help a company grow like a positive relationship with a customer. They turn into referrals. Those referrals will be around for the next anniversary and so will your business.