The recent advent of the lost NASA tapes (they lost the original tapes from the Apollo 11 mission, the first Moon landing, then found out that they had all been erased) got me thinking. At my company we do our best to keep “old” stuff like pictures, awards, magazine ads, even show signage. Sure, call us pack rats but we like going back in time and talking about the old days and how things changed. Not only that, we feel a certain pride when we look back in time and realize how much we have accomplished.
A project that has been on my list for some time now, is to get all of those pictures and select a few that we can use on our website as part of our company history page. Adobe and General Electric are just two examples that come to mind that make good use of their history to talk about their origins and how it relates to what they do today.
How can a company’s history be used effectively? Here’s a few additional options:
- Sales can talk about the company’s past to reinforce the message that the prospect is dealing with an established, solid player
- Human Resources can show new employees and interviewees what the company culture feels like by sharing photos of past events
- Volunteer organizations, once they see information, pictures and nominations from past activities can get in touch and partner with the company for a future joint community event or non-profit activity
- Putting up a timeline with pictures at the company’s lobby can not only entertain visitors but give them a quick lesson on the company’s origins
- Managers can refer back to historic events and milestones to reinforce the message of the company’s mission and goals during staff meetings
- Marketing can use the company’s history not only on the website (photos and videos) but also on collateral, either as part of a campaign or simply to reinforce a point about the industry, the company’s reputation, or to give the company a more human face
So how are you using your company’s history in your marketing efforts?