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Spending To Promote Your 40th Anniversary
Posted by Anonymous on
1/3/2008 at 11:49 AM ET
A client is pushing to promote their 40th year in business. This is a manufacturer that produces a consumer product. My contention to them is that the retailer cares a little and the consumers cares less about this fact. It's important to them (company); they're proud and should be. I've suggested tieing it into a promotion (consumer and/or trade), but they aren't reacting. Any promotional ideas and thoughts on promoting just a company anniversary?
1/3/2008 at 11:54 AM
I think the consumer and retailer does care. Did you ever try to bring an unknown "new" product to a retailer (or consumer) to get on their shelf (or in their home)?
I have a manufacturer rep agency and my retailers are very leary of new companies- and me, as a rep heavily evaluate any new product I might take on.
40 years in the biz means stability, a proven product, committment to service, tenure, the list goes on. Its not easy being in business 40 years -- and shows they have weathered their share of storms. Find the "What's in It for Me" and find a way to find excitement!
Sell Well and Prosper tm
1/3/2008 at 11:57 AM
I agree, you are right.
I would consider a special anniversary edition of their product with a freebie to it or a special offer like buy one ,second one comes with a ... % discount till the year is out. Then consumers will be celebrating as well.
1/3/2008 at 12:02 PM
Here are the obvious ideas...
1) 40 year stickers for all correspondence
2) news release to trade press and local media
3) employee celebration with 1967 theme
4) announcement to all suppliers especially those with whom you have done business for a long time
Now some commentary.
Whether or not retailers care, everybody likes to be recognized. Any retailer with whom you have done business since day one... needs to be recognized. It provides benefit for the retailer in their home market.
Same goes for anybody who has been doing business for 10, 20, 30 years... celebrate the fact.
For your channel to market - reps, distributors, others... recognize the relationships that have some time in them. Again, think of how you can produce a news release honoring these people.
40 years in business is a good opportunity to create a recruiting environment - think about how to use this to attract new employees.
Honor the employees who have been with the company for 10, 20, 30 years
1/3/2008 at 12:07 PM
I like the idea of honoring the employees-- it adds a personal touch. It shows the pride the employees feel about their work to have a long tenure with the company. It also demonstrates how the business has served the community.
1/3/2008 at 5:17 PM
I like the idea of honoring the businesses who are doing business with you. That would certainly be an incentive for the retailer to continue to buy from you if you promote their relationship with you. For example, if you take an ad in a small town paper saluting "Bill's Hardware - our representative in Anytown for X years" Bill's going to be pretty happy about you advertising for him.
I thought the other ideas were good too.
1/3/2008 at 11:25 PM
Congratulations to your client on celebrating 40 years in business--a great achievement.
1. Employees: Want your client to celebrate 50 years in business---definitely honor the employees. Celebrate all year. Monthly or quarterly themes with a big anniversary day celebration. This will build morale and give employees a sense of pride. Make it meaningful and lasting beyond the 40th anniversary.
2. Customers: Celebrate and honor them as well. Invite them (key/big customers) into the anniversary celebration with the employees. Your employees will become connected to the customers they serve and the customers in turn will feel the same connection to the employees that serve them. It humanizes everyone.
1/4/2008 at 6:26 PM
B2B>>>look for other companies that have a similar anniversary (date or year)
2 free for every 40 purchases
40th birthday discounts
40th wedding anniversary special
XL(roman 40) sale on xtra large products
You get the idea.
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