THE SHOP

June '18

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JUNE 2018 THE SHOP 77 Next, brainstorm ways to spread the word through each channel. Don't dismiss any ideas at this point. One idea may prompt another. For example, while hosting an autocross event in your parking lot may not be feasible, you could implement a race (orange-cone) theme at a trade show event or open house. Then, after you have a complete list of ideas for all channels, prioritize by tagging each with a yes, maybe or no. Finally, source production and get cost estimates for the remaining ideas. This will allow you to make informed decisions. DON'T HESITATE Because a company anniversary may only occur a few times during a person's career, the milestone can cause even the most experienced professional to hesitate. Whether you have two years or two months to prepare, taking these actions now will significantly improve your chances of exe- cuting a successful company anniversary program. Best of all, you don't have to wait to know you are moving in the right direction. The moment you decide to act, you'll immedi- ately transform how you think about your company anniversary. What was once "an obscure and overwhelming line on your to-do list" becomes "a program moving swiftly and efficiently from planning to execution." And that is definitely something to cel- ebrate! If you're feeling a little overwhelmed, GS Marketing Group in Wisconsin has provided this information in a free guide available for download by anyone who has an anniversary coming up. It walks you through each step and can be found at: www.YourCompanyAnniversary.com. JHAN R DOLPHIN is the director of mar- keting for Michigan-based Prefix Corpora- tion, and founder of J Robert Marketing in Chicago. Jhan often speaks to industry groups on a wide variety of sales, marketing, and other business-related topics. He can be reached in his Chicago office at: (847) 910-2248.

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