CAR WASH - Fall 2014 - (Page 63)

A powerful marketing advantage: YoUr comPanY's anniVersarY anY anniVersarY is a reason to celebrate anD share YoUr storY BY BRIAN BLUFF sUccessfUl comPanies haVe long realized the value of advertising their anniversary. Every year, firms around the world celebrate their nth anniversary, yet few use it for a marketing advantage. This is a huge mistake. It doesn't matter if your company is celebrating its 5th  or 50th year in business: big round numbers may look nicer, but you need to take advantage of every anniversary. You may feel like your anniversary isn't a big deal. Sure, you shouldn't take every opportunity to talk about your company online. If your only news is that someone refilled a stapler in the front office or that Larry's eating tuna salad for lunch, then yes, keep that to yourself. Anniversaries, though, are the perfect attention-grabbers for your business. First, as mentioned above, they really are legitimately newsworthy. Second, they make your business seem as important and authentic as you know it to be. You've got longevity and you know what you're doing. Third, they offer you an opportunity to offer a unique service or promotion to your customers making these events doubly newsworthy. For online advertising, the name of the game is boosting engagement - attention and traffic - to your site. This goes double if you're in any way related to e-commerce. Increasing engagement is paramount, and every legitimate opportunity to do so should be taken advantage of. That's why you see companies issue so many press releases, create mindless clickbait, and try to start memes on fall 2014 | car wash magazine | 63

Table of Contents for the Digital Edition of CAR WASH - Fall 2014

Letter from the ICA
Meet the Board
By the Numbers
Overheard Online
Does your company need a rebrand?
Expert advice
On target
Give your business a boost with online videos
What’s next?
The rebirth of Ceccato
Car wash industry loses a true legend
Mighty Wash moves quickly to shape future of car wash industry
Let your site shine
A powerful marketing advantage: Your company’s anniversary
Search engine marketing value proposition
Creating the car wash industry: An inside look
Blast from the Past
Download It!
Marketing Minute
Ask Champ
Mea Culpa!
Advertiser Index
Focus on the Member

CAR WASH - Fall 2014