ExhibitUsing archives and collections

Leverage for collections – Boots the Chemists’ archives

old-card-1348456_1280While checking LinkedIn this morning, I was attracted by an interesting image. It was a blog from Boots the Chemist with a cartoon line drawing from 1903. I saw that Boots’ Archive Department were cleverly using their archives to create an online 2016 advent calendar with a new image each day – brilliant marketing, fabulous leverage and a lovely historical way of marking the passage of time – not only of this year but of their years as a company.

 

The image showed a sign pointing to Boots where one could find ‘cash and chemist’ and a van driving through the snow. The van was advertising Boots’ Christmas Card Department and the strapline was for  ‘Christmas cards, comics, books, toy books and calendars’. Although Boots sells all of these things today, it’s not what the shop is known for. This gives us an interesting historical perspective and leads to questions about their marketing and sales choices over the years; why they chose to sell or not to sell specific items; what worked well for them at this time and what works well for them now; the changing customer needs over the years. Looking at something like this is a way of evaluating company success and change over time.

 

Why don’t more people do this? Why is this seen as ‘a bit out there’? Surely it’s both a great way of reminiscing about a company, its products and what they mean as well as a fabulous way of promoting a company in a subtle way? What could you to leverage your company history and create client engagement in a similar way?

 

Here’s the first page link www.linkedin.com/hp/update/6211494794460426240 ;