Tomorrow, I leave for Paris on vacation. But, it’s not just any vacation. I’m taking my parents to celebrate their 50th wedding anniversary. Plus, the day we leave is my wife’s birthday (Don’t ask, I’m forbidden to mention her age). As you can imagine, we are extremely excited to go on our trip.
Special anniversaries have a way of heightening the intensity of a moment. Other people even get excited to talk about the big occasion. For example, we typically consider a 16th or 40th birthday as a bigger deal than the others. Husbands are expected to do something extra special for their wives on their 10th, 25th, and 50th anniversaries. Why does it matter? You’re celebrating important milestones in people’s lives that deserve recognition.
Likewise, products and organizations have specific anniversaries that should be acknowledged as well. It would be a cardinal sin of marketing to overlook the promotional opportunity. For instance, you should let the world know when a company has been in business for 10, 25, 50, or 100 years. Books that have been in print for 10 or 25 years are a very rare occurrence. Ministries and non-profits who assist their 1,000th or 1,000,000th individual in need should receive special attention.
Touting your anniversary isn’t egotistical or selfish. The public is naturally drawn to anniversaries. It opens the door to easy marketing opportunities that only come around in rare situations. Don’t let them slip by while you have the chance. Take advantage of the following steps:
- Send press releases to local and national media, including radio, TV, newspapers, and magazines.
- Send announcements to all current clients, past clients, and prospects.
- Tell the trade associations related to your industry.
- Post a special section on your website that details the anniversary.
- Throw a big party and invite media, clients, and prospects to attend.
In most cases, celebrating an anniversary signifies staying power and credibility in the eyes of others. The achievement expresses leadership, legitimacy, and consistency. People are drawn to products and companies who accomplish these milestones. So, when you, your company, and your products cross a unique marker in time, make the most of it. Advertise the heck out of your anniversaries!