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Top Five Reasons to Celebrate Corporate Anniversaries


23 April 2007 - London, United Kingdom -- When it comes to commemorating special events such as jubilees, cakes and drinks no longer do justice. With more than 50% of small businesses failing within 1 year, and over 95% within the first 5 years of their opening, those who live to tell the tale – should shout about it.

The veterans, who have been around longer, understand that a corporate anniversary is a significant marketing event. The 300 years old Twining Tea has commemorated the event, by introducing new tea blends and telling the world the most remarkable stories from its history. For the 80 year old Marriott, it was the opportunity to talk about company values. J.W. Marriott Jr gave a “pat on the back” to its employees in a speech at the Bear Stearns Customer Conference, where he emphasized the human factor in a success of its enterprise.

For Mel Bay Music, a family-owned music publishing house celebrated its 60th diamond anniversary by thanking its customers at the annual Frankfurt Musik Messe in March 2007. It has conducted a prize draw and awarded a Heart-In personalised diamond to one of its pre-qualified traders.

The experts name the following top 5 reasons to celebrate corporate anniversaries:
• A need to inform the business community about the sustainability of the company’s business.
• An opportunity to inspire employee and customer loyalty.
• A chance to strengthen and validate the company’s brand.
• A good way to emphasise the company’s contribution in the industry and community
• A possibility to attract new customers.

Chris Statham, the Managing Director of Mel Bay Music says: “The promotion using the Heart-In Diamond ( created such a buzz within the Music Industry. It was a unique one-off prize, a real certified diamond created with an equivalent of the winner’s DNA. Many of my trade customers placed business with me just for the chance to win. Matching this up with our very own 60th Diamond Anniversary was a huge success”.

The Winner of the prize Ellen MacGregor, Sheet Music Manager of McCormacks Musical Instruments store in Glasgow, Scotland said: “I have never won anything more than a bottle of wine in my life, it is fantastic! I am really made up and over the moon that I was awarded this unique and very special diamond. Diamonds really are a girl’s best friend! Thank you Mel Bay and Thank You Heart-In Diamond!”

The celebration of the Diamond Jubilee for Mel Bay has certainly achieved many of its objectives: it generated new leads, inspired customer loyalty and reminded the community of its long history and good standing. The personal touch of the action highlights the fact that the company cares about its partners. The uniqueness of the prize is what made it memorable.

“I would definitely do this again”, says Statham, although being around for the next big one would take 10 years of wait and perhaps a platinum guitar as an award. In the mean time, he is on the way to Glasgow, Scotland where he will present the Heart-In Diamond certificate on the 2nd of May 2007.


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