July 30, 2010

Yay for you, it’s your anniversary! Um…who cares?

You know that pride you feel at achieving a milestone of being in business for -X- number of years?  Guess what?  As far as news hooks go, pretty much no one else cares.

We humans are a selfish bunch.  It’s hard to catch and hold our attention for anything that doesn’t directly impact our own lives.  So when a brand comes at us waving enthusiastic pom poms and expecting us to share in its joy of turning 5, 10, 35, 60, or even 100…our natural reaction is:  yay for you, but what’s in it for me?

The news value in celebrating a brand’s anniversary is the timely, relevant reason it offers to connect with your audiences…but you have to tie it back to them to make them care.

Give a special offer, announce a new service, launch a new product, roll back prices, and find fun and meaningful ways to link to the number of years you’ve been in business – i.e. 20 years in business…get $20 or 20% off, or give a special gift to everyone who is 20 (if you court that age group) , or is celebrating their 20th wedding anniversary (if that age group is more appropriate).  You get the idea.  Make it more than just a pat on your own back.

Then YOU get to share your pride in the milestone, and THEY get to benefit from your celebration and feel a smidge more connected to your brand.  It’s a win-win for both of you…which, at the end of the day, is truly a “yay for you.”