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When an organization achieves a milestone, it is reason for celebration. Company anniversaries, moving to a new facility, a significant customer win, awards and accreditations—these are all proof points of success. They also represent a marketing opportunity.
The challenge in developing a marketing campaign surrounding events and other public relations occasions is making it about the customers—not the company.
All Roads Lead to Credibility
Here is one example of a company doing it the “right” way. This business moved to a larger office building. That’s obviously news that you need to communicate to your customers. They need to know where you are – whether you tell them in a celebratory fashion or not.
But, this particular company orchestrated a campaign that focused on growth and success. Not just company success, but customer success, because at the heart of any organization’s prosperity is the customer.
Longevity was another significant component of their strategy. Customers often fear a company they’ve formed a relationship with will just up and disappear. Maybe the company had to close because they didn’t realize the unique intricacies within healthcare IT. (This complexity includes long sales cycles and conservative buying habits, among others) Or, perhaps it was a small company that, like many, was folded into a large corporation and was never seen again.
The approach this company took assuaged those fears by establishing the level of maturity within the organization. They “messaged their move,” by highlighting the fact that the company had been around for 20 years; they had experienced consistent growth and thus required more hires and ultimately a bigger office space.
The overarching theme was, “We moved, but we’re still going to be here.” It resonates as strength and integrity. But more importantly, it’s credible—which is highly critical in the healthcare industry.
The Danger of Celebrating Too Soon
A trap that companies in the healthcare IT space often fall into is promoting their “wins” too soon. Securing new business or a big contract is deserving of recognition, but it’s far more important to announce that you’ve completed implementation and clinical go-live. Just because a company can sell a product, it doesn’t necessarily mean execution is guaranteed. Too many times companies who weren’t able to do what they claimed have burned healthcare buyers. It’s no wonder healthcare buyers are now reticent to trust.
Again, it comes back to showcasing credibility. If you won the contract and achieved successful implementation and go-live, both current customers and prospects are more likely to not only remember you, but also find you trustworthy for future endeavors.
A Word of Caution
In theatre, there’s a saying, “There are no small parts, only small actors.” In marketing, some of what teams would consider minor elements of an event or PR campaign could actually have a major impact on how the company is viewed.
For example, a company who is celebrating 15 years in business might think about changing up their logo for a period of time to reflect that accomplishment. No big deal, right? But, your logo—especially if you’ve been a viable business for that amount of time—defines your company. It is your identity, and it is your symbol of credibility. Instead of risking confusion, focus on what other PR opportunities exist that will allow you to share your milestones and accomplishments.
In the end, your announcements and company news can be a marketing opportunity. Whether you’re holding an on-site open house or virtually announcing achievements, the strategy should remain the same: keep it about the customer.
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Photo by israel palacio on Unsplash
