History Smiths
Because history matters. Including yours.


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How the Strategic Use of a Historic Building

Can Leverage Your Business Anniversary

So often, when businesses celebrate an anniversary, they host a reception in their own office space. This decision may or may not be a good idea. Does your office space project the right image for your business? Is the location convenient? Is the space too small or too cluttered for your guests, food, and entertainers? Are there privacy issues? Will prospective clients come to your event when they know they will be “sold to” because, after all, they are in your office space?


There are all kinds of function spaces you can rent, but if you are celebrating an anniversary – meaning, a key event in your business’s history – why not use the opportunity to connect with your historical community?


When your signature anniversary event takes place in the setting of a historic building, especially one that is beloved by your community, you will:


• boost your reputation as a member of the historical community (to your customers and the general public as well as to the board, staff, and members of the nonprofit that owns the building)

• show that you understand your business’s contributions within a historical context (work with a historian to flesh out your story)

• demonstrate that you care about local history, preservation, and culture (this is good for your reputation; you will attract new customers and cement your existing customers' their loyalty)

• attract media attention you might not otherwise secure (in your statements to the press, be sure to encourage others to join you in preserving the building and the nonprofit)


Your business anniversary presents all kinds of opportunities for you to promote your business. Hosting your signature event in a historical setting is one way, and it’s a very effective means toward changing how people think about you. It also allows you to interact with people in a non-direct sales environment.


At the same time, for a modest investment on your part, you will be contributing to the preservation of one of your community’s irreplaceable architectural resources and securing the good wishes of the building’s stewards.


That’s legacy-building stuff that will serve you well now, in the future, and during your 200th anniversary!


2010 © Bonnie Hurd Smith




History Smiths works with service-oriented businesses to use history — their own and their community's — to achieve customer loyalty, referrals, and high status. Subscribe (above, right) to our free Ezine, Connections, where we share ideas and examples of businesses embracing history to achieve business goals.

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