A couple weeks ago, I got this question at a seminar I was conducting here in the midwest:
“What is the advertising/marketing value of promoting the longevity of a business?”
Good question! Does it matter that you’ve been in business since 1948?
Does it matter to you? Why? Tell me that story of why it matters, then tell me the story of how you’ve done it, and I will help you unveil how to use those stories in your marketing.
Let’s look at it, too, from your customer’s point of view, and you can use this tip when thinking about any feature of your business.
“We’ve been in business since 1948.”
Which means what to the customer?
“That we’re not going anywhere.”
Which means what to the customer?
“That if we make a mistake, we’ll be there to fix it.”
Shouldn’t that be kind of a given? Isn’t that like congratulating you for not robbing a liquor store today?
“You’d think, but it’s not. Our competition…”
Wait – you sound petty when you start to talk negatively about your competitors. No one wins a tinkle contest. Tell me a different way that being in business since 1948 matters to the customer.
“That if we didn’t keep our word, or if we weren’t good at what we did, we would have been out of business a long time ago. Longetivity equals reliability, dependability, and a certain degree of competence.”
You’re getting warmer, but it’s far better to show me you’re reliable, dependable, and competent than to simply say “we’re dependable, etc.”
“How can we do that?”
Tell me three customer stories from the last couple weeks that demonstrate your dependability, reliability, or other value you wish to show in your marketing. Really … think about it. Take your time. Ask your employees to do the same. Have each of them tell you about their last three customers.
“You know, it’s funny, but the other day, a lady….”
Now we’re getting somewhere!
This is how you make the fact that you’ve been in business since 1948 matter in your marketing.
If your grandpa is still alive, ask him what stories he remembers. Ask your grandma. Ask good company folks from every decade.
Tell us the stories that demonstrate your company’s mastery of your values. Then tell them again. And again. And again.
Hope that helps answer your question.
We had a friend visiting from England. Talk about an “outside” perspective! He laughed about a sign that said “Established in 2004” like that was supposed to impress us. He said they have businesses that have been around since the 1600’s… so why would this be such a big part of their sign?
I see value in longevity when it matters. If you are doing something where traditions are passed from generation to generation.
There you go again, Tim, shattering people’s illusions. Isn’t it amazing that some people think the year they were founded is their USP? The only time your start date matters is when it is paired with your end date…like on a gravestone.
I went to a pub in England with a sign that said “RE-established 1642”. The only time your year of establishment is important is when it has meaning for why you do what you do. For instance, “We started this business in 1932 in the middle of the Great Depression. Either we were really stupid or we knew how to save people money. Eighty-one years later, we’re still here… and still saving you money the same way we did back then, by only letting you buy what makes sense…”
That’s the trouble with my short, glib answers. Somebody always proves the exception. 😉