Profitable Partnering

Become your customers top-of-mind choice.

Some of these snapshots of real life SmartPartnership success stories can be adapted to help your kind of business (or non-profit or government agency) thrive?

1. *Offer Special Touches That Your Competition Doesn't*

That's how guests at the Holiday Inn Express enjoy the opportunity to try Kohler's new multi-function showerhead and spa bath.

Families staying at some Holiday Inns featuring Nickelodeon Family Suites get to play in a water park and arcade.

Who knows how many people chose to stay at the Ritz Carlton during one Fall, rather than at another luxury hotel because of an added thrill, complimentary use of a brand new Mercedes during their stay?

2. *Trade Benefits to Lower Your Overhead - While Attracting Attention with a "First Ever"*

That's how T-shirt designer Tami Minatelli could exhibit at nine street fairs last summer without paying for her booth space. A manufacturer of a new, unique, no- stain suntan lotion paid for Tami's booth. Because she wore their lotion and her T- shirts, with a sign above her head, describing her original painting-on-cotton method and the lotion's "do no harm" guarantee. Next to burn protection, that's the biggest concern of people who use suntan lotions.

3. *Co-Create Products That Provide Another Reason to Buy - and Attract Media Coverage*

That's why Volkswagen's Beetle and BMW are creating an in-car adapter to accept iPod music players by Apple Computer Inc.

Spectacularly expensive iPod minis, decorated by Swarovski with 1,000 crystals (one for each of the 1,000 songs it can store) are attracting priceless publicity, as have some cell phones and pianos, also "Crystallized with Swarovski"

That's how the new Acer laptops look ever more elegant now that they are packed into a candy red casing, designed by Ferrari 3400, complete with the sports car's logo.

That's why this summer you'll have another reason to buy Adidas' trendy new walking shoe. It will sport striking-looking and cushy Eagle F1 tire treads from the tire giant Goodyear.

4. *Get Introduced to Prospective Buyers Where Your Competition Isn't Even in Sight*

That's why those who fly on Delta Air Lines airline, Song, will see cabin interiors and flight attendant uniforms created by clothing designer Kate Spade.

5. *Become a Bigger Customer Magnet by Joining Forces to Offer More Helpful Tips *

That's why, when pillow-maker, Leo Hollander decided to drop private labeling work in favor of launching his own brand, he recruited complementary partners. On his "Live Comfortably" web site, he provides articles by a feng shui expert, a chiropractor, and a color specialist. Result? He boosted all partners' visibility and credibility ? in front of their mutual market of customers.

6. *Give Your Niche Market Something They'll Want to Talk About*

To reach men in bars, sports arenas and restaurants, advertisers used the Wizmark, otherwise called an "interactive urinal communicator." As men step up to the urinal they activate, with the slightest movement, a sensor that prompts red lights to flash, crunchy guitar chords to sound and a 30 second commercial to appear. Yes women, the male response has been positive.

7. *Let Your "First-Ever * Story be Optimally Timed for All Partners*

That's why Oprah Winfrey and General Motors could *make dreams come true* for audience members and reap millions of dollars of free media coverage. Women were escorted out to the parking lot where they saw rows of beribboned Pontiac 6Gs to drive away. What a way to kick off the new TV season and be top-of-mind for car buyers.

That's why this summer you'll have another reason to buy Adidas' trendy new walking shoe. It will sport striking-looking and cushy Eagle F1 tire treads from the tire giant Goodyear.

8. *Give People Another Reason to Try Your Product*

That's how Applebee's and Weigth Watchers attracted new customers without advertising more. When Weight Watchers designed and branded several low-cal menu items for Applebee's, followers of their diet program (and those thinking of losing weight) could eat out without guilt, at Applebee's. And Applebee's fans got a first-hand introduction to the flavor of Weight Watchers.

Bottom Line benefit:

SmartPartnerships generate a profitable payoff for all partners because, at the very least, they get a credible introduction to each other's customers.

You don't have to go it alone any longer. The "feel good" truth is that, with the right partners, the sum is greater than apart.

Here are some low-risk and high-opportunity ways to jump-start your first consumer-attracting SmartPartnership

1. Print joint promotional messages on your bills.

2. Offer a reduced price, special service, or convenience if customers buy services or products from you and your partner.

3. Hang signs or posters promoting one another on your walls, windows, or products.

4. Mention one another's benefits when you speak at local events or are interviewed by the media.

5. Show the joint use of your services and their benefit on the health of patients

6. Pool mailing lists and send out a joint promotional postcard.

7. Promote your partners' products during their slow times, and ask them to do the same for you.

8. Share inexpensive ads in local shopping papers or a nonprofit event program.

9. Give a joint interview to local media.

10. Put one another's promotional messages on Lucite stands on counters or floor stands in waiting areas.

11. Encourage your staff to mention how your partner's products can be used with yours.

12. Give your partner's product to your customers when they buy a large quantity of your product, and ask your partner to do the same.

13. Use door hangers, posters, flyers, or postcards to promote special offers for one another's products.

14. Co-produce an in-store or other event, demonstration, celebrity appearance, free service, or lecture.

The BIG Benefit:

Together the partners in each of these real life success stories generated far more visibility, value, money and goodwill than they could have accomplished in traditional "solo" promotions, fundraising or advertising.

Kare Anderson is the author of SmartPartnering, publisher of the SayitBetter newsletter reaching 32,000 people, speaker and Emmy-winning former NBC and Wall Street Journal reporter.

____________________

Advertisement: Honest Riches - Click Here!

Advertisement: Lost AdWords - Click Here!

Advertisement: Get $1 Million A Month In Google Pay-Per-Click Ads Free! - Click Here!

Advertisement: Who Loves Money? - Click Here!

Advertisement: SEO Elite, the GrandDaddy of SEO Software - Click Here!

---

Branding: You are the Brand

What's in a brand name? Everything! Think of these brands: Coke, Barbie, Hershey, McDonalds, Madonna, Pepsi, Bono, Microsoft, Kleenex, Xerox, Steven Spielberg, Dell and GM. Did you... Read More

Brand Equity Building - Measuring Brand Value

Measuring brand equity allows a company to establish a baseline and track changes in its brand equity over time. If a company consistently works to improve the... Read More

Brand Lo-o-o-o-o-ve...

So... how have you been building your brand lately?Now, I'm writing this in my best Barry White voice... "How's your Brand Lo-o-o-o-o-ve, baby?"It may sound obvious, but... Read More

Planning Ahead With Your Designer: Tips For Design Consistency With Your Logo And Brand Elements

While we recommend that you contract with the same designer or design team while creating your brand identity materials as possible, we know that this scenario is... Read More

Corporate Internet Branding is only Part of A Business Success

Gaining new clients that are excited about developing a corporate Web site, and are gung-ho to get started is a dream come true. Trust me - as... Read More

7 Branding Secrets: Ready or Not?

Every company has a brand (how people think of them) whether they created it through design or accident. By creating your brand through design, you shape the... Read More

Trademark Your Business ? Lessons Learned

Small business owners learn many lessons the hard way - through the school of hard knocks. I recently experienced my own tough lesson concerning the importance trademarking... Read More

Setting the Right Price

One of the ways people get to know you is by the identity you project. Your company name, the way you present yourself, your business card and... Read More

Strategic Moves In The Branding Gamble!

The so called 'globalisation' has cluttered the world markets with so many products and services that nearly 90% of the marketing managers in competing companies do pretty... Read More

How Much Is A Great Business Logo Really Worth?

A great logo can help a business project a positive image while a bad logo can bring a negative impression about a company. For many companies, a... Read More

Brand Awareness - Brand Identity

About once a month a few of us at the office get together during lunch for what has become known as a SWAP meeting. We share thoughts,... Read More

Value-pricing Strategy: Were not The Cheapest but...

In this highly competitive online marketplace, it can be difficult to persuade customers to buy from you when you offer a similar product to your opposition but... Read More

Brand Building 101

Building your brand into a brand leader isn't easy. There are 2 areas that can really help you grow your brand, passion and consistency. Passion is incredibly... Read More

Branding On The Web Is Like Mining For Fools Gold

I am sick and tired of marketing geeks touting the beauty of branding, brand building and just spouting branding in any context, especially when the term is... Read More

Light Up Necklaces Help Promote Red Doors Movie at the 2005 Tribeca Film Festival Awards

June 13, 2005 -- Jane Chen (Producer) of the Red Doors Movie stated, "The necklaces have been a huge hit. Several people have offered to buy them.... Read More

What About Me? What You Need To Know About Me-Marketing

What about me? Are you asking yourself this question? If not you should be. Don't wait until you are in crisis mode when you are losing your... Read More

Britney Spears Branding

How would you like to sell as much in one year as Britney sells in one day or in one hour? Have you put much thought into... Read More

John Deere and NASCAR; Excellent Use of Brand

We should all recognize the marketing efforts of John Deere especially as we have spoken before with regards to their TOYS. They have a complete line of... Read More

Importance of Branding - Whats in a Name?

Branding is perhaps the most important facet of any business--beyond product, distribution, pricing, or location. A company's brand is its definition in the world, the name that... Read More

Create a Niche: Stoke Your Market With Affiliate Branding

Propose success, demand performance, and brand your market with appeal. In a world of costly business start-ups, expensive design tools, and rugged competition you can still beat... Read More

Corporate Identity - A Rough Guide

A rough guide to corporate identityThe tabloids report the millions spent by large corporate companies on their logos as a scandal... Those small swathes of colour adorning... Read More

Branding Article: Pepsis Missed Brand Opportunity

I love Pepsi. It's that slightly sweeter taste and the all-American logo combined with the non-conformist statement that, well, it's not Coke.Yet Pepsi has been consistently #2,... Read More

A Lesson in Branding from Paris Hilton

I have never been a fan of Paris Hilton.I see her parading around in her odd-looking clothing choices, leading her loyal following of giddy anorexic schoolgirls around... Read More

The Top 10 Strategies for the Positioning of Success

Many businesses of today are often driven to compete striclty on price, quality, and features of their products and services. Companies who prosper over the long term... Read More

Acquire, Then Rebrand

Acquiring another corporation usually means that the acquiring company's name will be the name of the newly merged entity. There is one factor that can change that... Read More

Could Ray Kroc have founded McDonalds in the Era of Sarbaines Oxley?

Over regulation of our free markets is stifling our growth in America and killing the next superstar Entrepreneurs. Let's discuss just how bad it really is. Let's... Read More