Know-How Exchange : Advertising/PR

Anniversaries aren't big deals except for the owners and unless you hit the 50 or 100-year marks.

You can, however create promotions that mention your longevity and contribution to the community. Hold a "birthday party" at which you can entertain vendors and customers, and YOU donate a gift to a local charity. Customers are more apt to be loyal to companies that give back.

Congrats on reaching 5 years in business. However, I'm not sure the people in your community really care about your milestone. In your mind, why should people want to attend your event?

Jay brings up a good point. Whenever I see an advertisement for a car dealership birthday, it usually goes like this;
a clown for the kids
free hot dogs
sign up to win [big screen tv / playstation / iPad
AND ONE DAY SAVINGS FOR EVERYONE WHO VISITS

Give give and give.
1. Huge donation to LOCAL charity
2. Free oil change coupons for first 20 people.
3. clear out part of the parking lot and put up a projection tv/screen for a movie in the evening.

Think of it this way. I go to your business and pay YOU $35,000 for a car. You want to have a party. Your party isn't about celebrating that you have been in business for five years. It's about the customers who have been buying cars from you for five years. Reward them, reward the community, and they will respond.

Let me add to the discussion. For the cost of cars -- and the need for reputable after service -- do you really want to position yourself as the "baby"? And further reinfornce that with the child birthday theme?

I'd key it around "community appreciation day". Your community has supported your growth and you want to thank them. Bring in a known welcome caterer or even do yourself (Bass pro shps does this often-- a boat or hunting event with just dogs and chps-- and it works) or at an off the top cake or ice sculpture. Look around your community for talent -- they are after all who has supported you. Have the local 4H do the cakes for example. Judge and eat like the state fairs.

Doing events with locals means those local families will come to see "cousin Susie's" entry. Those locals are your customers. As others state "its about them".

Sponsor and plan a 5K race for your 5 years. Don't get tied to the exact anniversary date-- that really isn't a compelling reason to come by. You are 5 years old for a whole 365 days- then you are 6!

"Our baby" makes it sound like it's all about you. This would be a good thing to have for your investors.

Congrats on achieving your 5 year anniversary milestone!

First off, I believe that you might want to hire a local event company that can really help make your event successful. if you do this make sure to get three bids and tell them you are bidding it out to get the best deal.

Also, I dont really like the theme being about "Our Baby" instead it should be "After 5 years we want to thank the community and our loyal customers"

You should partner with like minded companies (car washes, oil changes, detailing, etc) to help make the event worth attending.

I would also make it a fun event by having some local talent/band perform as a way to attract people. In addition, give something away such as a free iPad or Kindle that people want. Advertise that the first 100 people to show up will be registered to win. Have something else (like hats, tshirts) less expensive to hand out to everyone that attends as a way of saying thanks.

Finally, make sure to have food on hand (hot dogs, drinks or maybe get a local BBQ restaurant to participate to promote their business) so people will want to attend and hang around. Good luck!

Consider a "High Five" event; for everyone who comes to say hello and greets with a ''high five'' donate 5, or some multiple of five $ to a local charity. Invite radio, tv or local newspaper reporter to ''high five'' attendees; depending on your market and how well you do your pre-event publicity, could be a win win and gets away from the "baby" image. Do the requisite birthday cake, have a drawing for a special service (besides giving the $$ to charity) which the ''local celebrity'' can draw for, get those tacky plastic flags and/or huge balloon that new car places use to announce an opening and plaster the lot with (imprinted) balloons, beginning with a huge balloon arch indicating the entrance to the activities. Plenty of signs to let people know what your celebrating and why. Be sure to do a press release following the event w/photo to let locals see that the money was donated and to which agency (can re-use the balloon arch for a prop). Congrats and good luck with whatever you choose.

lthurman, congratultions on turning 5. I agree with my marketing colleagues that this milestone is important to your company but not the general public.

My suggestions follow for dealership promotional campaigns. These worked well with luxury autos and can be applied to less expensive brands. Use any combination of ideas below, tailoring them to your targets and buget.

Target new customers:

Host a special one-day sales event, have raffles with prizes throughout the day. Have your brand's local auto club (if one exists -- like Corvette Owners, Antique Autos, Jag Lovers) exhibit their lovely to look at/not-for-sale conversational models to rev interest in that car manufacturer in general.

Club members should have their autos dispersed (not concentrated) in different parts of the showroom and lot.

Serve beverages and snacks (preferabily nothing gooey or greasy).

Offer incentives or discounts on the cars you're selling in each area where a "club" car is on display. Club members engage customers in conversation until one of your salespeople come over to tell them about the special offers that are available with any cars sold that day.

Have a table with loan and car insurance professionals on hand to give rates, offer related info.

Make sure you offer something to the club members for being there -- car wash and wax; free oil change & lube; a cap and windbreaker with your logo or a certificate for a tank of gas/diesel.

If there's no club for your brand, you can invite any antique car club to be on the premises. Some members are very proud of their cars and welcome an opportunity to show them off.

To bring in customers who have already bought from you:

Have a customer appreciation day -- offer a free 20-point check and fluid "top up" on the autos they bought from you. Give them a branded tee or sweatshirt. Make sure you invite customers who might be in the market for a new car (maybe someone with a 3-year old car? a 5-year old ?)

Encourage test drives to those you think might be interested in buying (as opposed to the ones who went to the event for the snacks) and give tokens to everyone who drives a vehicle that's for sale (maybe a pen or a certificate for coffee and a donut at Dunkin' Donuts).

Have your people ask the customers their opinions.

Find out what customers like/don't like about the dealership/service/cars.

Make customers feel that you're genuinely interested in serving them better.

Offer unique incentives for buying/trading in that day.

Hope you find these ideas helpful. Good luck.

Corpcommer - MC