No, I don’t mean with your spouse—I mean with your business. Your anniversary comes around every year, and you might as well get some recognition from it. And, unless you opened your business on a national holiday (which isn’t likely), no one else, including your competitors, will be using that day. It’s your one special day to get some attention for your own business, so don’t pass it up.
Besides, anniversaries can make customers more comfortable, because they’re a sign of your longevity in business. Remember that many companies don’t make it past two years, and some don’t even survive the first year. By having some type of event, you’re rewarding your loyal customers and picking up some new ones, as well as celebrating your success. You may even get some free publicity if you’ve been in business for a long time, so alert the media.
Retail, mail-order, and B2B companies can all celebrate anniversaries. The kind of celebration or event you have will depend on your type of target customer. What will your customers be attracted to? Perhaps a sale, a parking-lot party, free gifts, or fun entertainment. You can use a free offer for mail-order customers, such as 20 percent more product if they order during your anniversary week. If you have local business customers, you can have your salespeople deliver a box of candy, donuts, or a specific usable item made just for your anniversary. Be sure to use a label so your company logo or brand is on the delivery.
You could also use the occasion to announce a new product or service that your target market has been waiting for. Make preannouncement statements in the paper or through direct mail to build anticipation. If your customers are all around the country, consider making a video or CD of your presentation and sending it to them. Many companies make these announcements during tradeshows, and you will draw even more attention if you tie it in with an anniversary.
If you have a retail store, you can roll back prices on some popular products to what the prices were when the store was founded. Set up only certain hours for this promotion and be ready to handle a crowd. This can all tie in with a mini-party and free soda, food, and games for kids. A free raffle for an expensive item can be a temptation to pull in new customers. Have banners made for the occasion—and remember that if you don’t put a date on them, you can use them again in the future.
Start planning a few months in advance to give yourself time to come up with ideas and a way to use them. Ask others on your staff for their input and let them follow through on the ones you like. You’re going to have your anniversary anyway, so you might as well use it to your advantage. And consumers enjoy any type of celebration, even if it’s not their own.