Lasting Impressions

A case study, and how to make it work for you

Aug 08, 2017 | Charish Badzinski

When it comes to celebrating existing customers and generating new leads, there may be no more powerful time than when your organization is commemorating a milestone. In fact, companies that capitalize on marketing their milestones are often able to build upon their organization’s existing success.

  

Call it the power of momentum

Cedar Siding, Inc., in Rochelle, Illinois, has found a way to translate their 30th anniversary celebration into sales success. But—and this is key—their efforts have been successful because they’ve developed a creative way to leverage their milestone, one which engages their customers, makes them happy and keeps them coming back for more.

So, how can you capitalize on a company milestone, and turn that into even greater success for your organization? Let’s take a closer look at how Cedar Siding, Inc., put their milestone to work for them.

Cedar Siding, Inc.: Celebrating 30 years in business, strategically

When it was founded in 1987, Cedar Siding, Inc., committed itself to a philosophy of treating people like they want to be treated.

Now, 30 years later, that philosophy continues to serve them well. Today, the company serves customers in six states: Illinois, Wisconsin, Indiana, Michigan, Minnesota and Iowa. As a wholesale distributor of siding and decking, the company prides itself on taking care of customers and distributing high-quality, factory-finished products that last.

Approaching their company milestone of 30 years in business, they wanted to do something special for their loyal customers, something that would not only show the company’s appreciation for their business, but also encourage continued loyalty.

The importance of hitting such a milestone should not be taken lightly.

Just one-third of businesses make it past 10 . years in operation (Source: The Motley Fool)

When hitting a major organizational milestone, you may think you’ve already laid the groundwork for business success and be tempted to simply celebrate. But past success is really only a marginal indicator of future profitability. A milestone offers a great opportunity to ensure you hit your next big milestone as well. So here’s a great landmark celebration idea: Why not leverage your festivities to jump start your organization’s future?

“We were challenged by our general manager back in November/December, who said, ‘We’re going to celebrate 30 years. Start throwing things against the wall and see what sticks,’”explained Joe King, inside sales manager and marketing coordinator for Cedar Siding, Inc.

Tying milestone incentives to sales strategy

What stuck was an incentive tied to sales. Working with their marketing team, organizers developed a special logo to celebrate 30 years in business. Then the company ordered Harriton Quarter-Zip Fleece Pullovers, embroidered with the new logo, (as well as other promotional products) to offer as an incentive for clients who ordered 3,000 square feet of siding products (known as “30 squares”)with a 30-year warranty finish.

Word of mouth for the promotion has been robust. “We sent out a mass email to all the people on our email list, and printed out fliers, so our sales staff put these on the desks of everyone they sell to,” King says.

Harriton 1/4-Zip Fleece Pullover

Show them how your company goes beyond a one-size-fits-all approach with this fleece!

And here’s the kicker. The sales incentive isn’t a one-and-done deal. Wholesale buyers who need only a small amount of the product at a time can accrue the total over all of 2017. It’s a sales strategy and incentive that will keep customers returning throughout the coming months to earn their gift.

The response to the anniversary incentive and the fleece pullovers has been overwhelmingly positive.

“They all love them, and they say they fit right and they say they’re ready to sell more stuff to get another one.” In addition, CedarSiding, Inc., is generating enthusiasm for the milestone by handing out custom travel mug sat the company picnic, dropping off custom pens with notebooks and literature at lumberyards, and giving customers and builders on job sites 30-year anniversary logo caps.

Results worth celebrating, supported by promotional products

The results speak for themselves. King says 30-year warranty siding sales are up by a double digit percentage over last year.Overall sales are up, too, also by double digit percentages. To date, the company has sent out about three dozen of the custom fleece jackets. And redemption forms for the incentive keep coming in.

“We have our salespeople out there nudging their customers to fill out their forms and get them back to us so they don’t miss out on their free fleece,” King says.

In the long run, customers who wear the fleece will be reminded of the company’s products and excellent customer service, while also spreading the word by showing off that anniversary logo.

Putting your milestone to work for your organization

No matter what industry you are in, or the size of your company footprint, there’s much to learn from the success of Cedar Siding’s sales strategy. Give customers an incentive they love. Remind them with thoughtful promotional products. Then, tie your customer ‘thank you’ to a sales strategy that matches your milestone. Remember, custom business anniversary gifts that are thoughtful, unique and incentivized can help your customers remember all you do for them and keep them coming back for your next milestone celebration and beyond.

Wolverine Pen

Custom pens can get your message noticed!

 

Accent Cap

A branded hat keeps your milestone top of mind for customers.

 

Atlas Travel Mug - 16.9 oz.

Customers will flip for this custom travel mug!

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