Thinking about celebrating your company anniversary? Be sensible in harnessing the promotional power of this viral marketing technique. Prevent the 3 large mistakes providers make in preparing and executing corporate anniversary promotional campaigns.
Huge Mistake #1: Celebrating With no “Sell”-rating:
Throwing a celebration is one way of celebrating a corporate anniversary. Even so, a more strategic method positions goods and solutions inside the context of the anniversary. As a result, the occasion becomes a “sell”-abrasion, contributing straight to the company’s future results.
Clever providers celebrate and “sell”-abate by generating an anniversary-year theme, creating a branding message for key stakeholders, and executing promotional methods that communicate the anniversary-year message. Here’s how this operates for any company marking its 3rd anniversary, the symbol of which can be Star.
One particular theme this symbol evokes is Hollywood. The branding message this theme suggests is “You’re the Star on Our Red Carpet,” which is often communicated in these approaches:
For current and former customers, the company hosts a Hollywood-style open residence comprehensive using a red carpet and chocolate statuette awards as thank-you gifts. New products or services are debuted within a “Coming Attractions” video. For potential prospects, the enterprise delivers star-shaped novelty containers filled with foil-wrapped chocolates with attached notes stating “We Could make You a Star!” Sending present certificates for 3 bundled merchandise or services is an extra-special touch for A-list prospects. For employees, the organization rents a regional theater and invites employees and their families to attend a free of charge “Movie and Popcorn Evening.” As part of the festivities, outstanding personnel is recognized with “Star Performer” awards.
Significant Error #2: Waiting Too Extended:
Some organizations celebrate their small business anniversaries on a single day; other businesses celebrate their small business anniversaries all year. Transforming a small business anniversary into a “sell”-abrasion takes advanced planning. Devote at the very least 3 to 6 months to preparing for any single-day “sell”-abrasion and no less than 12 months to preparing for a yearlong “sell”-abrasion that launches in January and concludes in December.
Every single milestone anniversary occurs only once within the lifetime of a business. Companies that wait also lengthy to strategy squander the promotional opportunities the anniversary presents. Procrastinators then face crunch time — trying to perform anything for the business anniversary just before the clock runs out around the anniversary year.
If time is brief yet you nonetheless need to do something, hold it example, send handwritten thank-you notes to buyers, expressing appreciation for their loyalty over time. A modest, easy-to-execute buyer appreciation initiative is greater than doing nothing at all. Just never expect the same results that a small business anniversary promotional campaign would yield with sufficient lead time for strategic arranging and execution.
Huge Error #3: Delegating Anniversary Arrangements to Employees:
Just Like the sails on a schooner caught in gale-force winds, the staff is stretched to the limit these days. Delegating anniversary arranging and execution to staff currently grappling with ongoing responsibilities could incite a mutiny or even sink your ship. Wise corporations hire a company anniversary consultant.
Skilled organization anniversary consultants fully grasp the method of organizing and executing corporate anniversary promotional campaigns. They provide fresh, creative ideas — even ones you hadn’t thought of. They’re also implementation specialists, launching the techniques, managing the particulars, and accomplishing the mission. Relying on a small business anniversary consultant will be the sensible option for the organization anniversary: You set the course; the consultant takes the helm; and also you take pleasure in smooth sailing.
Be clever in harnessing the promotional energy of your enterprise anniversary. Avoid the three significant blunders businesses make, and you will transform your corporate anniversary into a prosperous “sell”-abrasion.