Collaborative Marketing – More Results with Less Work
Strategic Alliances are the key for your Cross-Promotion success. A popular reason for companies to come together is to reciprocally promote one another. Ideas are as simple as a local pharmacy and dry cleaner promoting each other with specials or coupons, to regional promotions, to national promotions. Cross-promotions can be developed with competitors or between organizations from different industries. The key is simply this—do you have similar customers? Almost everywhere you look, you can see one organization cross promoting with another. Recently, a cross-promotion advertisement in a San Francisco newspaper for Pacific Bell also involved Round Table Pizza, Hollywood Video, Nokia and the Special Olympics.
In your effort to make cross-promotion alliances work, develop your process by keeping the below listed steps in mind:
1. Be clear on what you want to create for yourself or your company.
2. Discover the; What’s in it for me (WIIFM) for your discount liquors memphis partner(s).
3. Develop a list of who does what for physical and financial contributions.
4. Plan for the unexpected.
5. Explain to your partner(s) the value they will receive.
6. Help your Hantarex X-press TV 16/9 partner(s) to have an emotional ownership in the alliance.
7. Do the above step for yourself also.
8. Execute the promotion.
9. Debrief with partner(s) the value received from the investment.
10. Plan the next promotion.
“Got Milk?” The California Milk Processors Board, as reported in The Wall Street Journal in the late 1990s stated that this national promotion has been running since 1993. They also put “Got Milk” on Girl Scout Cookies. They have even gotten their milk advertisements on cereal, cookies and chocolate mix packaging. Jeff Manning, executive director of the California Milk Processors Board, says, “We need those people to promote for us.” “In return, we affectionately call them co-dependent foods.”
Manning doesn’t stop there. He convinced Dole Food Co. in Westlake Village, California to add another sticker on to their clusters of bananas for the retail market. You got it, “Got Milk” stickers. In the late 1990s Dole started putting “Got Milk” stickers on bunches of bananas–millions. Milk is getting more interruptions in the minds of consumers. The jingle bell rock mp3 recording more Partnering milk can do with products in other parts of the grocery stores, the more sales potential they enjoy. Dole even got an “ah ha” from the cross-promotion, they have been Partnering with Hollywood to promote new release movies such as Vertu Constellation Rococo Ivory Anastasia and Babe in the City.
Researching for a presentation for the National Home Furnishings Association, I discovered an interesting alliance in Northern California. They call themselves the Sonoma County Fine Furniture Association (SCFFA). What did they do? Eight fine furniture retailers, competitors, banded together to survive the recession of the early 1990s through cross-promotion and buying strength.
They bought advertising together on the local radio and in the local newspaper. They even dictated to the newspaper on which pages their advertising would be located. They developed
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