Celebrating Longevity in a Troubled Economy
In prosperous times, a company’s anniversary is celebrated with lavish events, tchochkies and the addition of a numeric icon to the logo. But in a troubled economy, a company’s anniversary can, and I argue should, take on a new meaning. It no longer is just a reason to celebrate but a way to create a sense of confidence in the company. This confidence is comforting to both employees and customers, instilling a sense of loyalty that is even more important in down times.
The other day, I heard a radio ad celebrating the 60th anniversary of Schneiderman’s Furniture. They aren’t having a blowout sale. Instead, they used their ad dollars to explain their humble beginnings and the evolution that has taken place over the last 60 years. They credited their dedicated employees for superior customer service and thanked their customers for decades of patronage.
Even in today’s economy, this heartfelt message hit me harder than a 50% off sale would have. I mentally compared them to my perceptions of the national furniture chains and felt a sudden connection with the local company. In an era when big box stores are filing chapter 11 and gift cards are being rendered useless, knowing that they have been around for the last 60 years makes me feel confident that they are dedicated to being here for the next 60.
So while budgets are cut, don’t automatically write-off the importance of celebrating your anniversary. If positioned appropriately for today’s economic climate, it can go a long way towards instilling confidence with your employees and customers. With any luck they will return the warm feelings with a sense of loyalty that will see you through the hard times.
