Greg Simpson, founder of Press for Attention, explains how to leverage milestones such as business anniversaries to gain maximum exposure:
In April, I celebrated my 10th anniversary of business. April 1st, 2008 was when I started and YES, I did pick April Fool’s Day strategically as it gives me loads of PR possibilities every year.
Now, you already know this as I have been shouting it from the rooftops but I thought it might be useful for you to know what I have done as a qualified marketer and PR professional to leverage this milestone.
You might find the ideas useful for your own campaigns.
So, a decade in business. That’s lovely for me but for you the reader, what does it really add? Every story needs a ‘So What?’ angle that shows that something has changed, whether for the business, the audience or preferably, both.
My ‘so what’ was bringing on a new business partner to head up our new copywriting division, Press For Copy. I timed this announcement so that it added extra fuel to the press release about my decade in business.
It shows growth, maturity and it shows diversification of our offering. The next question is, how does it add something valuable to the audience?
Well, we put our heads together and asked ourselves where marketing campaigns often falter during the copywriting process and it turned out to be right at the start.
People generally don’t know how to brief a copywriter. So, we wrote a guide. That guide was first released to our subscribers and then made available across our entire social media channels.
I am adding value, not just crowing about 10 years in business.
I will also be breaking that guide up into bite-sized blogs so the content keeps on working hard for me, attracting new leads and customers.
As we speak, I am writing this column to remind you of my anniversary by adding value. Tomorrow I will be at the BBC as a studio guest talking about some of the more interesting stories and escapades I have been involved in over the years, such as fibbing about the location of the PM’s wife on live TV…
I’ve even sent out anniversary cards TO prospects with a limited offer to celebrate our milestone whilst promoting their business at the same time.
There’s a lot more to an anniversary celebration than bringing in cakes or whizzing a press release out. Talk to me about how you could give your own a bit of extra oomph.