A client asked me for small business public relations advice for his retail store in relation to their 10th anniversary of trading. I thought that I could usefully share my thoughts with you.
Whatever the nature of your organisation, company, small business or retail store the fact that it is celebrating its 5th, 10th or 20th anniversary it is important to you so, naturally, you want the world to know. But if all you do is call the reporter at your local newspaper and announce the anniversary, don’t be surprised if the reporter says, “Who cares?” You need a clever hook to get free publicity if you're celebrating an anniversary.
Here are several ideas to get you started:
1 Sponsor a contest in honour of your anniversary. A men’s clothing store can have an Ugly Tie Contest, put the entries on display and ask customers to vote for the ugliest tie. Create your own day, week and month of the year.
2 Call the local radio station and donate prizes for their presenter to give away. Tell them they can have the prizes to give away however they wish, as long as they mention your store and your anniversary.
3 Take a poll or survey and announce the findings on your anniversary date. A bookstore, for example, can poll readers on the one book they would most like to have with them if they were stranded on an island.
4 Sponsor a free class at your store. A gourmet food store can invite patrons to a free class on cooking with wine. You might even invite a local celebrity chef to be the teacher. Be sure to hand out free samples of the food.
5 Ask customers to explain in 50 words or less the most unusual or outrageous way they have used one of your products or services. The winner gets a cool prize.
6 Team up with a local school or charity such at the homeless shelter, and donate products or services they can use. Ask them if they will work with the media to try to get free publicity for the donation.
7 Try and tie-in any anniversary announcement with news of a successful bid for new work, or get a testimonial from a long-standing customer (especially if that customer was with the business right from the early days!).
8 Ask your local newspaper if they will feature a competition for which you will supply the prize. If you are a club or bar, call a party! That is what you are good at so invite your regulars and get a supplier to sponsor some product to give away. It always worked for me!
9 One of my favourite stunts was to celebrate the anniversary of a restaurant. Chef baked an enormous cake and iced it in the shape of the company logo. We then took large chunks round to the local elderly persons' homes - the press loved it and we received great newspaper and local radio coverage
10 Invite a celebrity in to sign a few autographs. It costs a little but is worth every penny! There are loads of agencies you can contact or I can always put you in touch with one (see my e-mail address below).
In terms of free space in the local newspaper, you could always consider a special feature where your suppliers are all contacted and asked to support an advertising feature. The newspaper then provides you with editorial coverage and a photo. I am sure you have seen the sort of thing I have in mind. Newspapers call these “advertorials” and, basically, the suppliers pay the costs. A good photo and a good supporting photograph can make these very readable and interesting. Poor copy and a poor photo will consign your advertorial to the dustbin of history so consider spending a few pounds with your local PR consultant to make sure this is a success.
One final pointer is to remember to plan well ahead. You need to talk to suppliers well in advance, especially if they want to be involved in launching one of their new products in association with your event. Also, you need the time to make sure your advertising and marketing budget allows for special initiatives and special offers to tie-in with your anniversary.
I hope this is helpful. You are welcome to send me further ideas and, maybe, copies of your media coverage for your latest anniversary. My e-mail address is john@headlinepromotions.co.uk and you can read my blog at http://www.headlinepromotions.blogspot.com/
This article was first published on the Amazines dotcom article database - June 2008
