Pauline Bartel

Will You Celebrate or SELL-abrate Your Next Business Anniversary?

admin — Sun, 13 May 2012 22:21:36 +0000

Some companies throw a party to mark a business anniversary. After all, what’s better than a catered affair with confetti and confections to celebrate a 10th, 25th or 50th business anniversary? How about a business anniversary “sell”-abration that contributes to the bottom line? I’ll take that over a slice of anniversary cake any day.

The “Let’s-Throw-A-Party-Because-It’s-Our-Anniversary” mindset ignores the marketing power of a business anniversary. Every business anniversary is an opportunity to:

Remind others of your company’s staying power, achievements and community service
Win new and repeat business, build stronger key relationships and gain competitive marketplace advantage.

That’s why smart companies launch a business anniversary promotional campaign that has three key elements:

An anniversary-year theme
An anniversary branding message for key stakeholders
Promotional strategies and tactics that position products and services within the context of the anniversary.

As a result, the business anniversary becomes a “sell”-abration, contributing directly to the company’s future success.

Will you celebrate or “sell”-abrate your next business anniversary? Please share your thoughts here.

Blogger Bio: Pauline Bartel, M.A., is President and Chief Creative Officer of
Bartel Communications, Inc., an award-winning corporate communications firm,
specializing in marketing, public relations and business anniversary consulting
services. The firm created “The Bartel Years™” and “The Bartel Years 200™,” rosters of business anniversary symbols to inspire two centuries of business anniversary
“sell”-abrations. Download free copies of “The Bartel Years™” and the special
report “The Top 10 Business Anniversary Ideas for SELL-abrating Your Business
Anniversary” at www.paulinebartel.com.

Tiffany’s 175th Business Anniversary Showcases Quality

admin — Sun, 06 May 2012 22:09:35 +0000

Established in New York City in 1837, Tiffany & Co. has a long, dazzling reputation as the world’s diamond authority. That reputation was solidified after founder Charles Lewis Tiffany acquired a 287.42-carat yellow rough stone from the Kimberley diamond mines in South Africa in 1878.

The rough stone was cut into a 128.54-carat cushion-shape brilliant with 82 record-setting facets. This extraordinary stone was christened the Tiffany Diamond and remains one of the largest and finest fancy-cut yellow diamonds in the world.

In honor of its 175th business anniversary, Tiffany & Co. (www.Tiffany.com) reset the company’s iconic diamond in a magnificent diamond-and-platinum necklace. The necklace is graced by 20 Lucida(R) diamonds and 58 billiant-cut diamonds, totaling more than 120 carats of white stones. The openwork mounting for the Tiffany Diamond resembles sunrays, shining with 481 white diamonds. (For further details, see http://www.youtube.com/watch?v=sIHUBxBdj1U)

Charles Lewis Tiffany — the ”King of Diamonds” – would no doubt be proud.

A 175th business anniversary tour takes the glorious Tiffany Diamond to stops in Tokyo, Beijing and Dubai before it returns to its honored place in Tiffany’s Fifth Avenue store.

According to “The Bartel Years 200(TM),” Quality is celebrated at the 175th business anniversary. Congratulations to Tiffany & Co. that the Quality of its products and services have enabled its founder’s vision to reach a second century of business success. Happy 175th business anniversary.

150th Business Anniversary of FAO Schwarz Commemorates the Love of Toys

admin — Sat, 28 Apr 2012 20:56:04 +0000

FAO Schwarz

After emigrating from Germany to the United States, three Schwarz brothers opened a retail toy business, “Toy Bazaar,” in Baltimore, Maryland in 1862. Business boomed!

The youngest of the brothers, Frederick August Otto Schwarz, moved to New York City and opened “Schwarz Brothers — Importers,” filling the location with beautifully crafted European playthings designed to surprise and delight children. The business grew rapidly, prompting Schwarz to move the store to larger locations throughout the city. In 1900, he renamed the store “FAO Schwarz,” and the rest is history.

In 2012, the country’s oldest toy store launched a yearlong celebration of its rich history. The most successful business anniversary “sell”-abrations span the entire year, and the FAO Schwarz celebration sounds like a winner. Business anniversary elements include:

Induction of Frederick August Otto Schwarz into the Toy Industry Hall of Fame during the 12th Annual Toy of the Year (TOTY) Awards, hosted by the Toy Industry Association (www.toyassociation.org) in New York City.
The return of the famous face of the FAO Schwarz Clock Tower. Look for the friendly face positioned above the escalator that leads guests down to the Concourse Level and listen for the classic theme song, “Welcome to Our World of Toys,” that greeted visitors from 1986 through 2004.
Fourteen-foot-tall toy soldiers standing at attention along the main aisle in the Grand Hall. The illuminated soldiers bear banners, announcing the store’s sesquicentennial.
Enhanced website and social media presence. The website www.FAO.com features a 150th business anniversary page with information about the company’s history, anniversary events and activities throughout 2012 and a shop of 150th business anniversary commemorative toys. The company’s Facebook page (www.Facebook.com/FAO) features photos, trivia and facts about 150 years of FAO Schwarz.
150th business anniversary commemorative products. Limited-edition toys from major manufacturers, including a toy soldier Barbie(R) doll, will pay tribute to FAO Schwarz. Additionally, FAO Schwarz will release an exclusive plush bear in honor of the company’s milestone business anniversary.

Happy 150th business anniversary to FAO Schwarz! May your 2012 business anniversary celebration be as extraordinary as your one-of-a-kind toys have been for generations of children.

Universal’s 100th Business Anniversary Gift: Major Restoration of 13 Film Classics

admin — Wed, 18 Apr 2012 23:40:54 +0000

Universal is marking its 100th business anniversary in 2012 with a celebration of its history and a commitment to the future of 13 classic films. In addition to unveiling an updated logo (http://www.youtube.com/watch?v=E98iTbFqRuM), issuing special-edition Blu-ray movie packages and hosting premieres and theme-park special events, Universal’s yearlong centennial celebration (http://Universal100th.com) includes undertaking the complete restoration of 13 films that spotlight the studio’s history.

The films are:

“All’s Quiet On The Western Front” (1930)
“Dracula” (1931 English version)
“Dracula” (1931 Spanish version)
“Frankenstein” (1931)
“The Bride of Frankenstein” (1935)
“Buck Privates” (1941)
“Pillow Talk” (1959)
“To Kill A Mockingbird” (1962)
“The Birds” (1963)
“The Sting” (1973)
“Jaws” (1975)
“Out of Africa” (1985)
“Schindler’s List” (1993)

Congratulations to Universal on its centennial anniversary! Thank you, too, for the anniversary gift you’re giving to movie fans: Investing in the future of these important films so they can be enjoyed for the next 100 years. Please pass the popcorn!

100th Business Anniversary Finds Arthur Murray Waltzing Into Second Century of Success

admin — Fri, 13 Apr 2012 22:26:24 +0000

Tall, lanky, 14-year-old Arthur Murray was too shy to socialize with girls until a friend who was popular with the ladies taught him a few dance steps. Murray enjoyed dancing so much that by age 17 in 1912 he was teaching social dancing. This led to his founding the first Arthur Murray Dance Studio in New York City. Assuring customers that “if you can walk, we can teach you how to dance,” Murray guaranteed to do so in ten easy lessons.

The company that taught the world to dance — and introduced dance crazes such as “The Big Apple” — marked its 100th business anniversary in 2012 with the world’s largest dance party.

On April 4, Arthur Murray Franchised Dance Studios (www.arthurmurray.com) in North and South America, the Caribbean, Europe, the Middle East, Africa, Australia and Asia hosted anniversary parties complete with celebration beverages, desserts and professional-dance demonstrations.

As the world’s largest dance instruction organization waltzes into its second century of success, the spirit of Arthur Murray remains vibrant in the 270 studios that bear his name. Happy 100th business anniversary! May I have the next dance?

Chamber’s 45th Business Anniversary: Cause for SELL-abration

admin — Fri, 30 Mar 2012 21:44:15 +0000

I was honored to be among the 375 guests at The Chamber of Southern Saratoga County’s Annual Awards Dinner held last night at the Holiday Inn in Saratoga Springs, NY. For the fifth consecutive year, this business anniversary event was a sell-out occasion with record-breaking attendance.

Serving as master of ceremonies, President Pete Bardunias announced that the Chamber (www.southernsaratoga.org) had reached yet another milestone: a 10% growth in membership with a record 1,024 member businesses.

Contributing to the event’s success was the branding theme that Bartel Communications created for the organization’s 45th business anniversary:

“Your Chamber: Celebrating 45 Years as Your Destination for Success”

The Chamber has long been the business destination for members in the upstate New York region. Members who have taken advantage of The Chamber’s many business-development services have found success, most especially the member businesses that were honored with achievement awards at last night’s dinner. And the winners are…

Pasta Pane Rustic Italian Bistro (www.pastapane.com), which received the Entrepreneurial Spirit Award for exhibiting a talent and passion that results in outstanding potential success. The restaurant is marking its 2nd business anniversary.
Ballston Spa Veterinary Clinic (www.ballstonspavet.com), which received the Inspiration Award for inspiring and encouraging excellence in small business ownership. The clinic is marking its 80th business anniversary.
Momentive Performance Materials (www.momentiveperformancematerials.com), which received the Endurance Award for exhibiting the dedication to excellence necessary to achieve long-term success. The company is marking its 65th business anniversary.
Ballston Spa National Bank (www.bsnb.com), which received the Education and Business Partnership Award for working in partnership with a public or private Chamber-member K-12 school to achieve a shared mission of educational excellence. The bank is marking its 174th business anniversary.

Congratulations to all the award nominees and to the award winners! Congratulations, as well, to The Chamber of Southern Saratoga County during its 45th business anniversary year!

“Casablanca” Celebrates 70th Anniversary

admin — Sat, 24 Mar 2012 17:34:00 +0000

“Louis, I think this is the beginning of a beautiful friendship.”

This closing line from “Casablanca” spoken by Humphrey Bogart stirred audiences when the film made its debut at the Hollywood Theater in New York City on November 26, 1942. The World War II saga of loves lost and found, friendships forged and betrayed, sacrifices caused and endured inspired a beautiful friendship between the film and the audiences that have loved it for seven decades.

Cynical, bitter American expatriate Rick Blaine (Humphrey Bogart) operates Rick’s Cafe Americain, a nightclub and gambling establishment in Casablanca. Everybody goes to Rick’s in December 1941, including petty thieves, pick pockets, corrupt police officials, Nazi officers and refugees from all corners of the world. Among the refugees are Ilsa Lund (Ingrid Bergman) — Rick’s former lover — and her husband Victor Laszlo (Paul Henreid), a Czech Resistance leader and escapee from a Nazi concentration camp. The conflict involves two letters of transit stolen from murdered German couriers and entrusted to Rick by Signor Ugarte (Peter Lorre), the unresolved past relationship and reignited love between Rick and Ilsa and the fate of the free world should Victor Laszlo die in Casablanca at the command of either Vichy Captain Louis Renault (Claude Rains) or German Major Strasser (Conrad Veidt).

On March 21, 2012, “Casablanca” hit the big screen again in nearly 500 theaters across the United States as a one-day-only showing in honor of the film’s 70th anniversary. Turner Classic Movies (www.TCM.com), Fathom Events (www.FathomEvents.com) and Warner Home Video (www.WarnerBros.com) sponsored the business anniversary event that featured the re-mastered film and a TCM-produced introduction by TCM host Robert Osborne. He discussed the status of “Casablanca” in Hollywood history — the movie earned Best Picture, Best Director and Best Screenplay Academy Awards(R) – and shared behind-the-scenes stories about the film’s production.

This theatrical event was a prelude to Warner Home Video’s release of the film’s 70th Anniversary Edition. The three-disc, numbered, limited-edition gift set includes the re-mastered “Casablanca” on both Blu-ray and DVD plus more than 14 hours of bonus material. What a treasure trove for film aficionados!

To movie fans, I recommend: “Round up the usual suspects,” make some popcorn and enjoy the intrigue taking place in Rick’s Cafe Americain.

To “Casablanca,” I say: “Here’s looking at you, kid.” Happy 70th Anniversary!

Oreo Cookie Celebrates 100th Anniversary

admin — Sat, 17 Mar 2012 19:17:26 +0000

The Oreo made its debut on March 6, 1912 when the National Biscuit Company (a/k/a Nabisco) sold the now-iconic cookie to grocer S. C. Thuesen of Hoboken, NJ. Back then, Oreo cookies were sold in bulk, packaged in tins and priced at 30-cents a pound.

Today, Oreo is the best-loved cookie in the world and the most successful cookie brand of this century, according to its present owner, Kraft Foods (www.KraftFoodsCompany.com). The company reports that more than 362 billion Oreos have been sold in more than 100 countries, including Argentina, Central America, China, Indonesia, Mexico, Spain, the United Kingdom and Venezuela. The chocolate sandwich cookie with creme filling earns Kraft Foods $2 billion annually in global sales. Sweet!

The Oreo cookie’s 100th business anniversary is being celebrated in a yearlong, worldwide, fully integrated marketing campaign that includes traditional and new media, public relations, store events and promotions and a limited-edition Birthday Cake Oreo cookie. This 100th business anniversary cookie features colorful sprinkles in the creme filling and a special design embossed on the chocolate wafers.

The 100th business anniversary web page (www.Oreo.com/birthday) and the 100th business anniversary Facebook page (www.Facebook.com/Oreo) invite visitors to “Celebrate the Kid Inside” through:

Oreo Moments Gallery: Fans can share photos, videos and stories of their favorite cookie.
Oreo Cookie Gram: Fans can purchase packages of Oreo cookies for friends with Smartphones.
Oreo Birthday Notes: Fans can send a personalized video birthday message to friends from Oreo and Lady Antebellum.
Oreo Birthday of the Day: Fans who share an Oreo Moment and reveal their birthdates have a chance to be featured in the “Birthday of the Day” on their birthdays throughout 2012.

Happy 100th business anniversary to a cookie loved by kids of all ages — Oreo! Sweet!

Girl Scouts’ 100th Business Anniversary: A Century of Smart Cookies

admin — Mon, 05 Mar 2012 21:43:32 +0000

Juliette Gordon Low, the original smart cookie

On March 12, 1912, Juliette Gordon Low gathered a group of 18 girls in her hometown of Savannah, GA, for the first meeting of what would become Girl Scouts of the USA. In 2012, 3.2 million girls and adults worldwide are members of the Girl Scouts, an organization dedicated to helping girls become self-reliant, resourceful leaders. Alumnae include Mariah Carey, Hilary Clinton, Katie Couric, Celene Dion, Star Jones, Condelezza Rice, Martha Stewart and Barbara Walters — all of them smart cookies.

To commemorate its milestone business anniversary, Girl Scouts of the USA has rolled out a 100th anniversary cookie. Savannah Smiles are crisp, half-moon shaped lemon cookies with a powdered-sugar coating. (Think Lemon Coolers, a past favorite.) The centennial cookie is the featured confection of the 2012 Girl Scout Cookie Program, the largest girl-operated business in the country.

Cookie sales have been part of Girl Scout history since 1917. Today’s program is a $760 million enterprise, involving girls from kindergarten through 12th grade. Girls learn to set goals, make decisions and manage money. By taking and fulfilling orders, they gain strong interpersonal skills and acquire good business ethics. All of these skills help girls become smart cookies.

Money raised from cookie sales funds Girl Scout activities and special projects. As the Girl Scouts of the USA website (www.girlscouts.org) notes: “Every cookie has a mission: to help girls do great things.”

As a former Brownie, Junior and Cadette Girl Scout, I wish today’s smart cookies a happy 100th business anniversary.

Ad Council Marks 70th Business Anniversary

admin — Thu, 23 Feb 2012 19:00:46 +0000

Image is courtesy of the Ad Council.

Founded on February 18, 1942, The War Advertising Council took seriously its job of rallying the American public’s support of World War II. Public service advertisements (PSAs) cautioned the home front that “Loose Lips Sink Ships” and bolstered the morale of women workers toiling in munitions and war supply factories that “We Can Do It!,” using the iconic image of “Rosie the Riveter.”

The War Advertising Council transitioned to a peacetime public service organization – The Advertising Council – and continued its work of raising awareness of important social issues and inspiring Americans to take action. “Only You Can Prevent Forest Fires,” “Friends Don’t Let Friends Drive Drunk” and “A Mind is a Terrible Thing to Waste” are among the Ad Council’s campaigns that have influenced positive social change:

Acres of forest lost annually to wildfires declined from 22 million to an average of 6.5 million.
70% of Americans report having personally prevented someone who had been drinking from driving.
More than $2.2 billion has been donated to help 400,000 minority students become college graduates.

In honor of its 70^th business anniversary, the Ad Council (www.adcouncil.org) has
reprised “Rosie the Riveter.” The Facebook app “Rosify Yourself” asks each visitor to become a fan of the Ad Council and show social-change solidarity by replacing Rosie’s face with a personal face photo. Visit the Ad Council’s 70^th business anniversary web page at http://www.multivu.com/mnr/54204-ad-council-70-th-birthday-seventy-years-anniversary

Happy 70^th business anniversary, Ad Council!