Celebrating Your Brand’s Milestones With Marketing was originally published on Forbes.com.
When a company reaches a milestone (i.e., a fifth anniversary), many throw an internal party, maybe put up a banner, and that’s usually the end of it. However, it is important to realize that celebrating these achievements should be more than a way to acknowledge the success of your team’s hard work. While that is important, this milestone also provides an opportunity to engage with your audience, helping build stronger relationships while boosting your brand’s visibility.
From digital to traditional media, a few creative ideas to celebrate your brand’s milestones can go a long way—while having fun, too!
Celebrate Your Brand’s Milestones In The Digital Space
When you think of a party, usually, the first thing that comes to mind is getting everyone together in person at a house or venue to celebrate. (OK, maybe you think of cake first. We think of cake, so we’re right there with you!) However, there are different ways to celebrate in the digital and social space where your company doesn’t have to spend the time (and money) to put together a big event (and in this case, you get to keep the cake all to yourself!).
Let’s look at a few.
Virtual Anniversary Party
This can be a fantastic way to unite your community regardless of where they live. This is especially great for brands that have fans in larger areas, like the whole of the United States or a large region. By using platforms like Zoom or Facebook Live, you can host a live event to share the story of your business journey, introduce your team, and acknowledge their contributions. Even better, get the audience involved with live Q&A sessions to foster an interactive experience and offer a behind-the-scenes look at something exclusive that no one outside of your team would see.
For example, a dog biscuit bakery could take their virtual attendees into the kitchen and show them how they make and decorate their best-selling treats (bonus points if a dog live taste tests it!). Promoting the event in advance through your social media channels, newsletters, and website helps draw participation and engagement.
Consider offering a small gift branded with your logo and anniversary date to those who register before a deadline.
Whatever you do, don’t forget to take a few screenshots to post on social media when it’s done, and be sure to include a link to the livestream for those who could not attend but still want to view it. Speaking of viewing…
Milestone Video Series
Visual storytelling is one of the most powerful tools (and consumable pieces of content) that we have in social marketing. Celebrating your brand’s milestones by creating a video series that highlights your journey, achievements and future aspirations can help captivate your audience. You can share your origin stories, showcase customer testimonials and success stories, and highlight product evolution and innovations.
For instance, that same dog biscuit company could produce a series of short videos documenting its growth from a home-based business to a thriving company with a brick-and-mortar location.
But don’t limit your videos to just the ones you make. Get your brand advocates (your customers) involved. Ask your followers to send videos about your product, from why they love it to how they use it. That is great content that can be used well beyond the anniversary.
Limited-Edition Products Or Services
Celebrating with the launch of limited-edition products can generate excitement and a sense of urgency. Create exclusive offers only for a short period, promoting these special items through social media posts, email marketing, and website banners.
For example, the dog bakery might release a limited-edition cheese and peanut butter treat shaped in their logo and sold at special pricing. Highlighting the exclusivity and uniqueness of these offerings can entice customers to purchase, adding to the celebratory atmosphere.
Throwback Campaign
If your audience’s demographics range from millennials to baby boomers, consider nostalgia. This is a great way to connect with your audience. Highlight past products or services that have evolved over time and encourage customers to share their memories or experiences with your brand from their past. Tying this into the idea of limited-edition products, you could produce a limited run of your most popular products but in the style and format of years past.
Dig up old photos that can be posted to showcase how the company or store and the people in it have changed over the years. This content can also be used in the videos we spoke about above. Use the photos in social media posts, ads, and on your website. Back to our dog biscuit company, post photos of the dog who, years ago, was the lucky pup who tasted the first ever biscuit. It may not be neon-colored parachute pants and slap bracelets, but everyone loves old photos!
Traditional Marketing Celebrations
At our agency, we believe in the benefits of traditional marketing. Here are a few ideas we’ve used for our clients that have been combined with many of the digital and social ideas mentioned above:
• Organizing a community event such as an open house, customer appreciation day, or local charity fundraiser can engage your local community and strengthen relationships. Be sure to invite local dignitaries, your local Chamber of Commerce, etc.
• If you have an open house, offer free samples or demonstrations of your products and services, and consider giving tours to the public of your space, just like you would in the behind-the-scenes virtual party. But just because this is in real life, remember to promote it on your social media platforms and local papers and radio stations.
• Design and produce commemorative merchandise such as T-shirts or bags.
• Create a version of your existing logo that calls out the anniversary and use that on all advertising, whether that is your social media avatar, on new merchandise, in newspaper ads, etc.
A business milestone should be both celebrated and capitalized on. Utilizing traditional and digital marketing can help you do both. Since milestones typically don’t creep up on us, you can start planning in advance, ensuring you have the time and budget to make it a success.
