So, your company is coming up on a milestone anniversary: whether it’s 10, 25 or 50 years, it’s a significant accomplishment. As a marketer, you want everyone to know about it, right? Here’s the reality: Outside of your employees, nobody cares.
Celebrate. But then recalibrate.
Should you celebrate your company anniversary with your hard-working team? Absolutely. But when it comes to your customers, don’t bother them with open-house invitations or special-edition videos that highlight your past achievements.
Instead, frame your anniversary in a context that matters to your customers, and take steps to revitalize your brand, and recalibrate your overall offering. Customers want to hear how you’re going to help them solve their problems, today and tomorrow. They want to know that you’ve got their interests at heart. And they want to feel that you’re a reliable and resourceful partner.
4 ways to pivot from past to future.
Major company milestones give you the opportunity to reflect on the past, but also visualize a bigger, brighter future. And that’s what both employees and customers are looking for. Here are some steps you can take to get there.
- Re-evaluate your value proposition. Does it focus on the past, or position you for the future? To stay relevant and thrive, all companies must grow and morph over time. Mark your milestone by doing a value-prop checkup, to ensure you’re talking to customer needs, and positioned for growth.
- Revitalize your brand. Let your anniversary be the hook, but make sure your brand mark and marketing mix resonate with today’s audiences, in both design and messaging. Remember – the younger buyers of today may have different tastes and respond to different strategies and content than your contacts of yesteryear.
- Refresh your website. Go beyond posting an anniversary icon and adding a photo timeline of your company’s storied history. This is your prospect’s first impression – where they’ll first experience (and make decisions about) your brand, so make sure your site delivers the right look, messaging and impact.
- Reinvigorate your go-to-market approach. Set a new course for your sales team by ditching the uninspired PowerPoints and stale print collateral. Instead, equip them with the technologies of tomorrow, such as interactive sales presentations that help each rep address customer pain points, stay on-brand and close sales sooner.
Ask how we can help you use your company anniversary to not only celebrate the past but also forge a more promising future.