Business tip: History marketing
Taking advantage of company history for PR purposes
Regardless of whether it’s a large concern’s centenary or the 10th anniversary of a medium-size company, a milestone Birthday always puts the company history in the limelight in respect of public relations. On the other hand, fewer and fewer companies are satisfied with just a one-off chronicle of their history; published for the occasion only to disappear in the archives and be reviewed when the next anniversary crops up.
History marketing – the name given to a trend that markets company history in a continuous process, encompassing numerous events and employing the most varied of tools and applications. Why is history marketing becoming more and more popular ? Simply because professional marketing of your company history can have a decidedly positive influence on your business activities in many areas:
- Brand: a company draws its identity from its history. A brand that has its roots in company history is credible. History marketing therefore strengthens confidence in your brand. This is clearly shown by renowned concerns as Daimler, who are building bridges between tradition and the modern age by using scenes dating back to the time the company was founded in their advertising. But medium-size companies too, such as Lambertz, the confectionary producers in Aachen, are promoting tradition as the core undertaking of quality.
- Customers: the more a person tells your about his/her life, the more friendly and intimate the relationship becomes. Thus, the history of a company opens up a very personal and emotional means of access to customers. Your must, however, be able to captivate your public by summarising events in an exciting and entertaining manner, so as to create the bond between your company and your customers.
- Employees: a review of common company history promotes a “collective sense of community” amongst employees. They are more likely to master poor economic times rather than hastily leave a ship that is supposedly sinking when supported by a strong awareness of identity.
- Merchandising: delving into the archives can produce many a treasure. For instance, the “Persil” lady – to be found on many a poster in bathrooms - proves that nostalgic advertising media are celebrating a comeback.
- Competition: products in many branches of industry are increasingly becoming compatible with one another. Innovative solutions are quickly copied by other suppliers. It’s history that makes you unique. Do everything possible to distinguish yourself from the competition. Since a good story remains much longer in the memory than messages communicated by classic advertising the “long-term effect” is guaranteed. Seize the opportunity of marketing your company history to complement classic advertising.