Several big anniversaries have come across my radar screen this weekend, so I thought it was time for this topic, that of not only planning ahead for your own horsebiz anniversary events, but also being aware of how to leverage related events and weave them into your marketing messages.
When I was at the American Equestrian Trade Association (AETA) August tradeshow a couple months back, I spoke with a rep at a leather goods booth. While the current owners aren’t the original founders, they were using the original business start date in their marketing materials. In a couple years, the company will be 100 years old, so I asked the rep what they were planning to do for their centennial. She looked at me, flabbergasted…turns out it never occurred to them to celebrate it, or to start well in advance with the planning. But now’s the time to get going, because after all, you only turn 100 once!
Another significant birthday/anniversary happens this week. Our own Statue of Liberty is turning 125 this Friday, and it does seem that the National Park Service (U.S. Department of the Interior) has planned ahead for the shindig.
On October 28th, 2011, Lady Liberty’s 125th anniversary of her 1886 dedication will be commemorated with a special ceremony, and the turning on of four new ‘flame-cams’ – webcams located inside the statue’s flame and turned to different views of NYC, including the Freedom Tower. They’ve also launched social media for the old gal, including Twitter, Facebook, and Flickr accounts. Good thing, too, since the day after the ceremony the statue will be closed for at least a year for interior renovations.
Now, safety concerns aside, it’s interesting that the NPS would choose the day immediately following the 125th birthday party to shut down access and clean house, at a time when international interest and attention on the monument would be especially high. But, because of that global spotlight, it’s also a great time to launch the flame-cams and promote the social media accounts and ‘living room’ access of statue views; timing is everything in marketing! They’ve even posted a teaser of up-close flame images at the Facebook page.
These events probably don’t have any bearing on your own horsebiz. But, here’s one that might.
Title IX of the Education Amendments of 1972 prevents sex-based discrimination in education programs and activities receiving U.S. Federal financial assistance, including high school and collegiate athletic programs, and has had a huge impact on female athletic programs. The Title IX language states that:
Next year, on June 23, 2012, will be Title IX’s 40th anniversary. Considering the importance of Title IX in American girl’s and women’s access to sports, and the large percentage of female equestrians, a Title IX celebration might be just the ticket in your own horsebiz. Need some ideas?
- Have a Title IX barn party, or even a fundraiser
- Offer a Title IX discount on girl’s and women’s riding clothes through your tack store or website
- Develop a Title IX learning series for your lesson students, one that’s both fun and illustrates the opportunities girls and women have in sports that didn’t exist 40 years ago
Whether an anniversary is yours or not, if you’re thinking ahead and designing something relevant to your customers and that ties into your business goals, ‘birthdays’ and special occasions can be excellent opportunities to build in timely, attention-getting marketing messages.
Thank you to the People of France for their gift to our country of Liberty Enlightening the World. Merci beaucoup!
Kemp Equine’s Facebook business Page is now up and rolling! You can connect with us here: Facebook.com/KempEquine
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