How to market an anniversary in 10 simple steps

Ever wondered how to market an anniversary? Wondered if there's any way to shout about your salon's hard-earned achievement? The team at Easton Regal have just turned five; here's how they made their birthday into a marketing opportunity. "With our fifth birthday approaching, we wanted to do something special and reward everyone who has helped us along on our journey so far," say owners Bryn and James. "In five years we have reached some long term goals and achievements, both as a salon and a team. January is usually a quiet time in the salon after the Christmas rush so the perfect time to spoil our clients and run some promotions. "We feel our fifth birthday is a great time to expand and utilise as we are established enough to have enough material experience whilst still being new enough to broaden our outreach." 1. Decorate the salon We went for it with a red and black theme; the same as our original launch party. We also had branded bunting made, balloons everywhere, mini cupcakes for clients and Curly Shirley (alcoholic) and Straight Suzy (virgin for the Detoxers!) cocktails. This has drawn attention to so many passers-by, existing clients and local businesses. 2. Treat your clients With Detox January in full force for many, we decided to put our spin on it with a Detox treatment. Our birthday treat to clients was the Micro-Mist steam treatment. It was offered as a complimentary addition to all colour services throughout January. What better way to start 2015 than with healthier, shinier hair? 3. Maximise your PR To maximise coverage for our birthday, we decided it was a great time to invite press in to the salon for some pampering. Being established for five years and building a great industry reputation made it easier to entice the press in, as opposed to a newly-launched salon with no background. 4. Use social media to shout about it Social Media is a huge part of the salon's PR, with popular Facebook, Twitter and Instagram accounts. We came up with the hashtag #EASTONREGAL5 which was splashed over the salon and on our pages. This has helped us gain lots of new followers and engage existing clients with what we're doing. 5. Invite the VIPs Our fifth birthday was the perfect time to spread the Easton Regal name a little further with the launch of a Premium Members Club. We had beautiful cupcakes made with our logo on and sent them out, hand delivered, with boxed premium membership cards to some of the top press in London. 6. Get picture perfect We had new press shots taken just before our anniversary, so we could do a before and after of the changes in five years. The team has more than doubled in that time and between us we are stronger and more experienced than ever. 7. Showcase your work Anniversaries are the ideal time to showcase new photographic collections and show how you have grown as a brand in the time since your launch. 8. Team up with  other businesses Having built a strong relationship with some neighbouring businesses over the last five years, our birthday felt like the perfect opportunity to meet some new companies. Our neighbourhood, Clerkenwell, is changing and growing and with the Crossrail development under five minutes away, it will soon be the busiest and most well-connected station in London. We have hand delivered and met with managers and owners of neighbouring restaurants, bars and hotels to see if they would like to collaborate with us. As a result of this, We have a Loyalty Membership program at the salon with exclusive discounts for our members to enjoy at other local Clerkenwell establishments. We look to develop these more to benefit our clients both locally and those that make a long journey to visit us specially. 9. Throw a competition... Competitions are a great way to reward our clients who have helped us reach a fifth year. We are currently running an in-salon competition with our neighbour, the boutique hotel The Zetter. The winner will receive blow-dries for them and a friend, followed by Saturday brunch at Bistro Bruno Loubet within the hotel. 10, ... And a party The best part of a birthday is the party, of course! We took the whole team out for a night on the tiles with cocktails to celebrate the salon's birthday.