A Local 100th Business Anniversary, and What Did they Achieve?
I won't mention the name of the business, but this morning's local (very local) newspaper caught my eye because another business in my region is celebrating its 100th. The good news is, they got a wonderful story in the local paper. But beyond that, what did they really achieve?
How will they leverage this modest exposure? There is no evidence on their Web site or on the premises that they are or will. Will they hold an event? Offer specials? And -- my area of expertise -- will they take advantage of their history by engaging with their historical community (meaning, reaching new audiences) in ways that will attract new customers, secure the loyalty of the ones they have, and give them instant credibility in their historical community?
Unfortunately, the answer appears to be no, and what a waste!
This business is also a family-owned business, which provides a whole other layer of story-telling and making the all-important emotional connection with customers which any marketing professional will tell you you must have.
Business anniversaries -- especially a doozie like a 100th -- provide an enviable opportunity for a business to achieve important business goals. At the same time, they will build a legacy and support their community. Lots of wins to be had!
Our EBook "Go Beyond the Party" is chock full of these ideas and many more!
How will they leverage this modest exposure? There is no evidence on their Web site or on the premises that they are or will. Will they hold an event? Offer specials? And -- my area of expertise -- will they take advantage of their history by engaging with their historical community (meaning, reaching new audiences) in ways that will attract new customers, secure the loyalty of the ones they have, and give them instant credibility in their historical community?
Unfortunately, the answer appears to be no, and what a waste!
This business is also a family-owned business, which provides a whole other layer of story-telling and making the all-important emotional connection with customers which any marketing professional will tell you you must have.
Business anniversaries -- especially a doozie like a 100th -- provide an enviable opportunity for a business to achieve important business goals. At the same time, they will build a legacy and support their community. Lots of wins to be had!
Our EBook "Go Beyond the Party" is chock full of these ideas and many more!
Posted by History Smiths Blog at 9/22/2010 8:20 AM 
Categories: business milestones, customer loyalty, family owned businesses, businesses in historical communities, business history, business anniversaries
Tags: business milestones customer relationships emotional connection family owned business
Categories: business milestones, customer loyalty, family owned businesses, businesses in historical communities, business history, business anniversaries
Tags: business milestones customer relationships emotional connection family owned business
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