Thinking about celebrating your business anniversary? Be smart in harnessing the promotional power of this essential marketing strategy. Avoid the three big mistakes companies make in planning and executing corporate anniversary promotional campaigns.
Big Mistake #1: Celebrating Without “Sell”-abrating.
Throwing a party is one way of celebrating. However, a more strategic approach positions products and services within the context of the anniversary. As a result, the occasion becomes a “sell”-abration, contributing directly to the company’s future success.
Smart companies celebrate and “sell”-abrate by creating an anniversary-year branding message, developing a promotional strategic plan and launching strategies that showcase the company’s products or services. Strategies that transform merry making into money making include:
- Outreach campaigns directed to customers and prospects that increase revenue
- Recognition campaigns for employees that build stronger relationsips with company advocates
- Publicity campaigns that tell the company’s story of starting, struggling and succeeding
- Social media campaigns that deepen connections to key audiences.
Big Mistake #2: Waiting Too Long.
Some companies celebrate their founding on a single day; other companies celebrate their founding all year. Either approach takes advanced planning. Devote at least 3 to 6 months to preparing for a single-day event and at least 12 months to preparing for a yearlong campaign that launches in January and concludes in December.
Each milestone year happens only once in the lifetime of a business. Companies that wait too long to plan squander the promotional opportunities the milestone year offers. Procrastinators then face crunch time — trying to do something before the clock runs out on the year.
If time is short yet you still want to do something, keep it simple. For example, send handwritten thank-you notes to customers, expressing appreciation for their loyalty over the years. A modest, easy-to-execute customer appreciation initiative is better than doing nothing at all. Just don’t expect the same results that a promotional campaign would yield with sufficient lead time for strategic planning and execution.
Big Mistake #3: Delegating Arrangements to Staff.
Like the sails on a schooner caught in gale force winds, employees are stretched to the limit these days. Delegating planning and execution to staff already grappling with ongoing responsibilities could incite a mutiny or even sink your ship. Smart companies hire a business anniversary consultant.
Experienced consultants understand the process of planning and executing promotional campaigns. They provide fresh, creative ideas — even ones you hadn’t thought of. They are also implementation experts, launching the tactics, managing the details and accomplishing the mission. Relying on a consultant is the smart solution for your corporate anniversary: You set the course; the consultant takes the helm; and you enjoy smooth sailing.
Be smart in harnessing the promotional power of your business anniversary. Avoid the three big mistakes companies make, and you’ll transform your corporate anniversary into a successful “sell”-abration.