Of course Bostonians are Smart. We're also Snobs! Use it for Your Business!
The Daily Beast recently designated Boston the "smartest" city in the United States. Thanks, Tina Brown! Obviously, all's forgiven since that nasty little incident in 1775/6 (Tina, the editor, is British) when we really did need to take care of business. Not that many of you weren't our friends, because you were. But that darned King was unreasonable and we had to make those red coat-attired, armed, annoying troops get the heck out of here.
Yes, Bostonians are smart. We are also real snobs about our history -- and just about everything else, if you didn't know -- but you might be able to use this to your advantage in your business!
Here is a recent article I wrote on this very subject! -- Enjoy!
YOUR BRAND, YOUR REPUTATION -- USING HISTORY
TO POSITION YOUR BUSINESS A CUT ABOVE THE REST
Yes, Bostonians are smart. We are also real snobs about our history -- and just about everything else, if you didn't know -- but you might be able to use this to your advantage in your business!
Here is a recent article I wrote on this very subject! -- Enjoy!
YOUR BRAND, YOUR REPUTATION -- USING HISTORY
TO POSITION YOUR BUSINESS A CUT ABOVE THE REST
Okay, I’m a history snob. I admit it. I’m from Boston. It’s who we are. It's what we do.
But guess what? So are thousands of other people in the Boston area, inNew England, and far beyond in communities that embrace their localhistory.
What does this have to do with your business?
Simply put, if your business is located in a historical community andyou are NOT embracing history -- your own and your community’s – youare missing out on a tremendous marketing opportunity!
Two examples
An insurance agency in Salem, Massachusetts, recently celebrated its100th anniversary – not just by throwing a party, but by commissioninga research study of the company’s history and incorporating theinformation and images into their website, company brochure, lobbydisplay, and news releases.
In a community like Salem, where history is a leading industry,integral to the city’s quality of life, and the source of braggingrights for its citizens, you better believe people sat up and tooknotice of this insurance agency! The owner’s existing customers’loyalty was secured, and he attracted new ones in droves.
The emotional appeal of the company’s history -- cleverly interwovenwith Salem history, which has its own emotional appeal -- really workedfor the owner.
Example #2
A bank in Ipswich, Massachusetts, funds the historical society’smonthly lecture series, hangs their works of art in the bank’s publicareas, and displays a case of the society’s collection items. Duringthe town’s recent 375th anniversary celebration, this same bank hostedthe kick-off event and assigned the head of their community outreachdepartment to co-chair the 375th parade (giving her an incredibleopportunity to make cold calls on non-bank-related matters, makefriends, and impress existing and new customers).
Like Salem residents, Ipswich citizens are passionate about their localhistory. It’s a big part of why people move there and will never leave.These residents have long noticed this particular bank’s support oflocal history in ways that go far beyond writing a check.
Not only does this bank successfully achieve an emotional appeal withits customers by supporting local history, it is clearly an integratedmember of the historical community. That’s a real achievement for anybusiness!
So, be a history snob!
Why not? Let’s put it out there. People who care about history tend tobe well educated and well off. Those are good customers to have!
If these customers have to choose between an insurance agency thatembraces history and one that doesn’t, and between a bank that supportslocal history and one that doesn’t, which do you think they will choose?
It’s a rhetorical question!
So think about incorporating history into your own branding andmarketing. It’s an opportunity for you to reach out to your localhistorical society or museum to forge a strategic business partnership.You can assist each other by providing the knowledge and expertise eachof you has.
There are wins all around – your bottom line, their bottom line, and your community’s.
But guess what? So are thousands of other people in the Boston area, inNew England, and far beyond in communities that embrace their localhistory.
What does this have to do with your business?
Simply put, if your business is located in a historical community andyou are NOT embracing history -- your own and your community’s – youare missing out on a tremendous marketing opportunity!
Two examples
An insurance agency in Salem, Massachusetts, recently celebrated its100th anniversary – not just by throwing a party, but by commissioninga research study of the company’s history and incorporating theinformation and images into their website, company brochure, lobbydisplay, and news releases.
In a community like Salem, where history is a leading industry,integral to the city’s quality of life, and the source of braggingrights for its citizens, you better believe people sat up and tooknotice of this insurance agency! The owner’s existing customers’loyalty was secured, and he attracted new ones in droves.
The emotional appeal of the company’s history -- cleverly interwovenwith Salem history, which has its own emotional appeal -- really workedfor the owner.
Example #2
A bank in Ipswich, Massachusetts, funds the historical society’smonthly lecture series, hangs their works of art in the bank’s publicareas, and displays a case of the society’s collection items. Duringthe town’s recent 375th anniversary celebration, this same bank hostedthe kick-off event and assigned the head of their community outreachdepartment to co-chair the 375th parade (giving her an incredibleopportunity to make cold calls on non-bank-related matters, makefriends, and impress existing and new customers).
Like Salem residents, Ipswich citizens are passionate about their localhistory. It’s a big part of why people move there and will never leave.These residents have long noticed this particular bank’s support oflocal history in ways that go far beyond writing a check.
Not only does this bank successfully achieve an emotional appeal withits customers by supporting local history, it is clearly an integratedmember of the historical community. That’s a real achievement for anybusiness!
So, be a history snob!
Why not? Let’s put it out there. People who care about history tend tobe well educated and well off. Those are good customers to have!
If these customers have to choose between an insurance agency thatembraces history and one that doesn’t, and between a bank that supportslocal history and one that doesn’t, which do you think they will choose?
It’s a rhetorical question!
So think about incorporating history into your own branding andmarketing. It’s an opportunity for you to reach out to your localhistorical society or museum to forge a strategic business partnership.You can assist each other by providing the knowledge and expertise eachof you has.
There are wins all around – your bottom line, their bottom line, and your community’s.
Posted by History Smiths Blog at 10/26/2010 3:26 PM 
Categories: cultural tourism, strategic partnerships, historical communities, your business's reputation, town pride, marketing in historical communities, getting new customers, leverage with history, public relations, community outreach
Tags: cultural tourism strategic partnerships historical communities your business's reputation marketing in historical communities community outreach getting new customers leverage with history public relations town pride
Categories: cultural tourism, strategic partnerships, historical communities, your business's reputation, town pride, marketing in historical communities, getting new customers, leverage with history, public relations, community outreach
Tags: cultural tourism strategic partnerships historical communities your business's reputation marketing in historical communities community outreach getting new customers leverage with history public relations town pride
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