Building Relationships, Not Just Discounts
WEBSTAR is approaching its 150th anniversary! As we gear up for this milestone in 2026, we're embarking on a journey together with a clear goal: to create more than just a grand celebration. Melanie Schönberg, Project Manager at WEBSTAR, shares her insights on transforming this occasion into a meaningful brand experience.
Read this article to find out...
- Why WEBSTAR prioritizes relationships over one-time anniversary promotions
- The importance of shifting perspectives in brand development
- How co-creation plays a key role in crafting a dynamic strategy
The Power of Milestones: An Opportunity for Connection and Brand Leadership
Milestones have a unique way of attracting attention. They invite us not only to reflect on the past but, more importantly, to look at the present and peer into the future. One of the biggest pitfalls for companies is treating anniversaries as mere formalities or reducing them to simple «thank you» gestures. It's about how the company is viewed, the values it represents, and how it builds connections for the future. Just like family events – weddings or milestone birthdays – corporate anniversaries are about emotions and relationships. Ultimately, what matters most are the connections with employees, customers, and partners.
For WEBSTAR’s 150th anniversary, we faced the question: What do we really want to achieve with the communication of the anniversary campaign? How can the celebration sustainably strengthen the brand? And how do we cater to all stakeholder groups, from kiosk owners to facility managers and nursing home directors? One thing was clear from the start: We didn’t want a one-off big bang that fizzled out after a year!
A Concept Built on Insights
A proven approach is to involve key stakeholders early on. Deep psychological interviews, a digital health check and social listening tools were used to discover new perspectives and identify the relevant needs. This created the basis for an intensive phase of co-creation. Melanie describes this process as extremely valuable, as it provided helpful insights for anniversary planning and helped us grasp what’s currently happening in the customer sector. «You asked the right questions and gave us a valuable overview of relevant topics», she praised the approach. A co-creative workshop helped clarify: What message should the anniversary convey? Which target groups do we want to reach with which messages? Which target group gets which slice of the anniversary cake?
«It was a collaborative effort that we greatly appreciated. Not only did we at WEBSTAR generate ideas, but we also worked together to find solutions. You pushed us out of our comfort zone, and it was a lot of fun.»
The outcome was a tailored anniversary strategy complete with communication and experience formats, as well as a visual identity that strengthens the WEBSTAR brand while specifically addressing the needs of different target groups.
Dare to Shift Perspectives!
An anniversary is often filled with emotions and internal expectations, especially at the leadership level. However, real value comes when you’re brave enough to welcome uncomfortable opinions from stakeholders – even if they don’t always fit into your own framework. Only those willing to remain open to the perspectives of their customers, partners, and employees can strengthen long-term connections and sustainably develop their brand. WEBSTAR recognized early on that an anniversary should be more than just a nostalgic look back – it offers the chance to set the course for the future of the brand.
Melanie Schönberg sums it up well: «You did a wonderful job connecting the tradition-minded company with the dawn of a new era through surprising actions, all while staying true to our values and norms.»
