Business milestones can come in all shapes and sizes so don’t let an opportunity slip away and take advantage of them to generate valuable coverage.
The prompt for this WMC PR Blog came from two sources, but both highlighted the importance of using milestones to generate publicity.
WMC PR has been involved in promoting many milestone celebrations and commemorations and I would encourage you to do the same.
The first prompt came from one of our clients, GS1 Australia, which is celebrating the 50th anniversary of the invention of the barcode. GS1 develops and maintains the global standards that create a common language that supports systems and processes across the globe.
In recognising the past 50 years, GS1 is also calling for collaboration towards next-generation barcodes such as square 2D barcodes as used on this strawberries pack.
Milestones allow you to make statements that normally wouldn’t be picked up by the media on their own. For example, this media coverage on iTWire, including a video interview with GS1’s CEO, covers the future plans and desires of people who are involved in barcode standards.
So milestones carry weight. It’s a good idea to offer exclusives to selected media but you need to ensure there is sufficient substance to your story and ensure you have good images as support.
For example, perhaps you could introduce a limited edition product in recognition of the milestone. Or you could create a new logo or announce a new market. Make it newsworthy to add to the milestone itself.
The other prompt came from the magazine, Australian Hardware Journal, which is celebrating an incredible 135 years. It is the oldest trade publication in the southern hemisphere and one of the oldest in the world.
The coverage in the magazine reminded me that it is important to keep actual items and/or photographic records of what your business achieves so that come 20, 30 or 40 years later, you have ‘memorabilia’ that can be used to promote milestones in the future.
Do you have copies of your first newsletter? Photos of your first building: outside, the reception and the employees? If not, I would suggest bringing all this material together and keeping it safe.
However, milestones don’t just need to be anniversary years. They can be the 100th different product in your range, making 1 million widgets, reaching $30M turnover, attaining 100 employees, the 1000th customer, the 10th franchise sold, 20th store opening, gaining 1K or 1M followers, etc.
Create a small team to ensure you explore all possibilities and maximise all opportunities. Include your PR person in discussions and allocate a budget, which will help in generating publicity.
Please share your milestone success stories in the comments box below. And if we can help in any way please get in touch.
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