IQ Magazine Issue 19

iQ marketing
celebrating its 70th anniversary
with a host of marketing activities
to spread awareness of its heritage
and its name for delivering great
goods and services. With a birthday
party weekend, free Father and
Mother’s day meals, displays of
furniture through the ages and
large-scale sales and refurbishments,
Glasswells has been celebrating in
style. Its anniversary marketing all
centred on the company's vision:
delivering fantastic home furnishings
with outstanding customer service.
All activities were devised to
engage the company's target family
audience, with treats galore to attract
prospective and current customers to
the stores.
Addenbrooke’s in Cambridge
recently celebrated
its 250th
anniversary
as well.
2016 saw
it debut
a new
anniversary logo, dedicated
microsite, and a slogan ‘celebrating
our past and caring for your future’
announced by the hospital. To
celebrate the hospital’s 250th year,
Addenbrooke’s Charitable Trust
(ACT) supported the hospital
as it hosted a programme of
events throughout the year. These
events included ‘Animating the
Archive’, where local schools and
the community created projects
and events to bring the archive to
life, a sponsored walk for all the
family, The Birthday Ball, Art @
Addenbrooke’s, and a number
of lectures, as well as a specially
commissioned painting. For the
first time ever ACT took part in
the City Council’s ‘Big Weekend’
with a Health and Wellbeing village
where people could engage with
activities put on by the hospital. The
anniversary was a prime opportunity
for the hospital to discuss how it
was started and by whom, what the
vision was, and to celebrate some of
the faces that have made the hospital
what it is today.
Through anniversary celebrations
like those listed above, as well as
marking huge events, businesses,
not for profit organisations and
corporations can not only help to
spread awareness and engagement,
but can help educate potential
customers about their brand, as
well as reward those within the
business. It’s a fun and inviting
marketing tactic that, when
used effectively, can really
help a business to grow.
So, what have you got to
celebrate?
Building milestones step
by step:
1. Identify a key milestone for
your business, for instance:
a company birthday; the
anniversary of a partnership
with another business or charity,
or an industry milestone (a la
Newmarket Racecourse)
2. Look at who you want to target
with your milestone messaging.
These could include: employees;
clients; prospects; potential
employees; shareholders or the
media.
3. Create a 12-month campaign
to celebrate this milestone
effectively. Ensure you start to
plan at least 3 months prior to
the beginning of the anniversary
year to give enough time to
pre-organise activity elements
4. Marketing tactics you could
utilise within this plan include:
PR; advertising - both on a
traditional and digital aspect;
e-marketing; social media;
experiential activity; company
party; commemorative branding
and content creative, including
video activity and direct mail.
5. Ensure you include goals,
budget and target audiences, to
align your activities with your
company.
For help marketing your next celebration
contact cubiqdesign. Tel: 01638 666432
www.cubiqdesign.co.uk
issue 19 | page 51