From Led Zeppelin and Cadillac to Diddy and Burger King, increasingly music acts are forging alliances with marketers to reach more of their fans and customers – more directly and vividly.
Yesterday at the American Cinematheque Awards, T-Mobile unveiled special celeb-only Sidekicks. And Starbucks launched a 25-city tour for Mitch Albom's latest book that you can buy in their stores. Over at Project Runway, TBone exultantly posts about his cross-promotion with Bravo. It is happening all around us.
With the right partners and methods, you, too, can generate stand-out visibility and value to those you seek to serve. Simply find other reputable organizations that serve the same kind of customer as you. Then decide on a mutually beneficial “Smart Partnership" as explored by Denise and Patsi over at Build a Better Blog.
Here’s two more quick snapshots of profitably partnering.
Give People Another Reason to Try Your Service or Product
That’s how Applebee’s and Weight Watchers attracted new customers without advertising more. When Weight Watchers designed and branded low-cal menu items for Applebee’s, followers of their diet program could eat out without guilt, at Applebee’s. Applebee’s fans got a first-hand introduction to Weight Watchers.
Become Their Top-of-Mind Choice. Offer a Tantalizing “Extra”
Who knows how many people chose to stay at the Ritz Carlton rather than at another luxury hotel because of an added thrill - complimentary use of a brand new Mercedes during their stay? Mercedes & Ritz Carlton forged a smart partnership and became the top-of-mind choice with their kind of (upscale) customers and so can you - regardless of the kind or size of your business.
The bonus benefit? Priceless media coverage of your "first-ever" offer.
That’s why SmartPartnering, in all its forms is the fastest-growing, most versatile and efficient way to attract more clients or support than any other single outreach tool. Think co-branding, cross-referring, product placement, bundled packages, jointly-sponsored events and services.
Warning: Because partnering is so powerful, used wrongly (wrong partners or methods), it can anger the very people you seek to serve. In these obesity-aware times, think Crispy Kreme offering donuts to students with great report cards. Or Delta Airlines putting advertising messages on their flip-down food trays. (In your face!)
Conversely, with the right partners and methods you or your organization can become one-of-a-kind. Naturally that makes you the top-of-mind choice to people who matter in your world..
Read about profitable partnering in the Wall Street Journal's Startup Journal and consider jumpstarting your first SmartPartnership.
