Question

Topic: Advertising/PR

Corporate Anniversary Celebrations

Posted by gwcmarketing on 1/6/2015 at 5:29 PM ET 25 Points
Hello Marketers!
How do you celebrate corporate anniversaries in a way that is relevant for your customer? We've been in business 20 years in a niche segment of the automotive industry. Because of the specific space that we compete in, I think the stability of a company that has been around for 20 years is important. Many of our competitors have gone bankrupt and out of business.

How do you leverage this in a way that is exciting?

We are a nationwide company, so hosting a local event with our clients isn't a great option. We have sales reps across the county.

Any automotive-related ideas would also be welcomed!

Thanks much,
Annie, National Brand Manager
GWC Warranty
www.GWCwarranty.com
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RESPONSES

  • Posted by mgoodman on 1/6/2015 at 5:46 PM Accepted
    I suspect you are over-valuing the longevity. I'll bet your customers would gladly deal with a company that hasn't been around as long if it saved them money or delivered some important additional benefit instead.

    So rather than a customer-directed celebration of your corporate age, how about focusing on what makes you different and better -- and what has enabled you to stay alive all this time.


    P.S. The fact that YOU "think the stability of a company that has been around for 20 years is important" doesn't count for much. What do your customers think? How important do THEY think it is that you've survived a long time? Have you asked them?

    P.P.S. What would be the objective of a celebration? What would you hope to accomplish?

  • Posted by Jay Hamilton-Roth on 1/7/2015 at 9:00 AM Accepted
    Instead of focusing on your longevity, perhaps you could focus on 20 years of helping others. Focus on their stories, their "wins" and simply note at the end of each story that you played a part in "making their day". Or, have a story contest - have customers submit their story to you, and and pick the top 20 ones - awarding significant prizes.
  • Posted on 1/14/2015 at 10:21 AM Accepted
    Do your cars have longevity too? Maybe you could play up the longevity of the product as well as the company. Maybe you could poll your customers to see how old their cars are that are still running. Maybe a theme like "Still on the Road" could highlight the 20 year anniversary but also the benefit of a quality product. It would be really cool if one of your first customers still had a car on the road after 20 years!
  • Posted by Shelley Ryan on 1/27/2015 at 2:05 PM Moderator
    Hi Everyone,

    I am closing this question since there hasn't been any activity in 10 days.

    Thanks for participating!

    Shelley
    MarketingProfs Customer Service Samurai
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