Profitable Partnering

Become your customers top-of-mind choice.guitar chords to sound and a 30 second commercial
Some of these snapshots of real lifeto appear. Yes women,the male response has been
SmartPartnership success stories can be adapted topositive.
help your kind of business (or non-profit or7. *Let Your "First-Ever * Story be Optimally Timed
government agency) thrive...for All Partners*
1. *Offer Special Touches That Your CompetitionThat's why Oprah Winfrey and General Motors could
Doesn't**make dreams come true* foraudience members and
That's how guests at the Holiday Inn Express enjoyreap millions of dollars of free media coverage.
the opportunity to try Kohler'snew multi-functionWomen wereescorted out to the parking lot where
showerhead and spa bath.they saw rows of beribboned Pontiac 6Gs todrive
Families staying at some Holiday Inns featuringaway. What a way to kick off the new TV season
Nickelodeon Family Suites get toplay in a water parkand be top-of-mind for carbuyers.
and arcade.That's why this summer you'll have another reason
Who knows how many people chose to stay at theto buy Adidas' trendy newwalking shoe. It will sport
Ritz Carlton during one Fall,rather than at anotherstriking-looking and cushy Eagle F1 tire treads from
luxury hotel because of an added thrill, complimentarythetire giant Goodyear.
use ofa brand new Mercedes during their stay?8. *Give People Another Reason to Try Your
2. *Trade Benefits to Lower Your Overhead - WhileProduct*
Attracting Attention with a "FirstThat's how Applebee's and Weigth Watchers
Ever"*attracted new customers withoutadvertising more.
That's how T-shirt designer Tami Minatelli couldWhen Weight Watchers designed and branded
exhibit at nine street fairs lastsummer without payingseveral low-calmenu items for Applebee's, followers
for her booth space. A manufacturer of a new,of their diet program (and those thinking oflosing
unique, no-stain suntan lotion paid for Tami's booth.weight) could eat out without guilt, at Applebee's.
Because she wore their lotion and her T-shirts, with aAnd Applebee's fans got afirst-hand introduction to
sign above her head, describing her originalthe flavor of Weight Watchers.
painting-on-cottonmethod and the lotion's "do noBottom Line benefit:
harm" guarantee. Next to burn protection, that'sSmartPartnerships generate a profitable payoff for all
thebiggest concern of people who use suntan lotions.partners because, at the veryleast, they get a
3. *Co-Create Products That Provide Another Reasoncredible introduction to each other's customers.
to Buy - and Attract MediaYou don't have to go it alone any longer. The "feel
Coverage*good" truth is that, with the rightpartners, the sum is
That's why Volkswagen's Beetle and BMW aregreater than apart.
creating an in-car adapter to acceptiPod music playersHere are some low-risk and high-opportunity waysto
by Apple Computer Inc.jump-start your first consumer-attracting
Spectacularly expensive iPod minis, decorated bySmartPartnership
Swarovski with 1,000 crystals (onefor each of the1. Print joint promotional messages on your bills.
1,000 songs it can store) are attracting priceless2. Offer a reduced price, special service, or
publicity, as havesome cell phones and pianos, alsoconvenience if customers buy services orproducts
"Crystallized with Swarovski"from you and your partner.
That's how the new Acer laptops look ever more3. Hang signs or posters promoting one another on
elegant now that they are packedinto a candy redyour walls, windows, orproducts.
casing, designed by Ferrari 3400, complete with the4. Mention one another's benefits when you speak at
sports car'slogo.local events or are interviewedby the media.
That's why this summer you'll have another reason5. Show the joint use of your services and their
to buy Adidas' trendy newwalking shoe. It will sportbenefit on the health of patients
striking-looking and cushy Eagle F1 tire treads from6. Pool mailing lists and send out a joint promotional
thetire giant Goodyear.postcard.
4. *Get Introduced to Prospective Buyers Where7. Promote your partners' products during their slow
Your Competition Isn't Even intimes, and ask them to do thesame for you.
Sight*8. Share inexpensive ads in local shopping papers or a
That's why those who fly on Delta Air Lines airline,nonprofit event program.
Song, will see cabin interiors andflight attendant9. Give a joint interview to local media.
uniforms created by clothing designer Kate Spade.10. Put one another's promotional messages on Lucite
5. *Become a Bigger Customer Magnet by Joiningstands on counters or floorstands in waiting areas.
Forces to Offer More Helpful Tips *11. Encourage your staff to mention how your
That's why, when pillow-maker, Leo Hollander decidedpartner's products can be used withyours.
to drop private labeling workin favor of launching his12. Give your partner's product to your customers
own brand, he recruited complementary partners. Onwhen they buy a large quantity ofyour product, and
hisask your partner to do the same.
"Live Comfortably" web site, he provides articles by a13. Use door hangers, posters, flyers, or postcards to
feng shui expert, achiropractor, and a color specialist.promote special offers for oneanother's products.
Result? He boosted all partners' visibility andcredibility14. Co-produce an in-store or other event,
- in front of their mutual market of customers.demonstration, celebrity appearance,free service, or
6. *Give Your Niche Market Something They'll Wantlecture.
to Talk About*The BIG Benefit:
To reach men in bars, sports arenas and restaurants,Together the partners in each of these real life
advertisers used the Wizmark,otherwise called ansuccess stories generated far morevisibility, value,
"interactive urinal communicator." As men step up tomoney and goodwill than they could have
the urinalthey activate, with the slightest movement,accomplished intraditional "solo" promotions,
a sensor that prompts red lights to flash,crunchyfundraising or advertising.