Collaborative Marketing - More Results with Less Work

Strategic Alliances are the key for yourrelationship with McDonald's. And, what quality parent
Cross-Promotion success. A popular reason forwould deny their child the opportunity to make their
companies to come together is to reciprocallyown McDonald's hamburgers, fries, shakes and
promote one another. Ideas are as simple as a localcookies at home?Nestlé/Road Gold Flipz
pharmacy and dry cleaner promoting each other with(chocolate covered pretzels), the synergy that can
specials or coupons, to regional promotions, tobe developed by co-branding is awesome.
national promotions. Cross-promotions can beCo-branded products have, at a minimum; twice the
developed with competitors or betweenmarketing impact and customer pull as traditional
organizations from different industries. The key isbranding. Consumers believe that with two trusted
simply this-do you have similar customers? Almostnames, the product must be exceptional. There was
everywhere you look, you can see one organizationone problem with the Flip though. When they were
cross promoting with another. Recently, afirst introduced, the consumers' acceptance was so
cross-promotion advertisement in a San Franciscogreat that the distributors had trouble keeping their
newspaper for Pacific Bell also involved Round Tablestores in stock. What a problem to have . . .In recent
Pizza, Hollywood Video, Nokia and the Specialyears the automotive industry has found value in
Olympics.In your effort to make cross-promotionPartnering with highly recognizable prestigious brands
alliances work, develop your process by keeping theof clothing and accessories. Ford Motor Company
below listed steps in mind:1. Be clear on what youpartners with the successful catalog retailer, Eddie
want to create for yourself or your company.2.Bauer to offer luxurious editions of their popular sport
Discover the; What's in it for me (WIIFM) for yourutility vehicle models, Explorer and Expedition. As
partner(s).3. Develop a list of who does what forcustomers' perception of quality and value can be
physical and financial contributions.4. Plan for theinfluenced through these offerings, they are also
unexpected.5. Explain to your partner(s) the valuewilling to pay more for the perceived value.Ford
they will receive.6. Help your partner(s) to have anMotor Company has enjoyed its relationship with
emotional ownership in the alliance.7. Do the aboveEddie Bauer for over 20 years. In 1999, the two
step for yourself also.8. Execute the promotion.9.brands reached a milestone in their collaboration as
Debrief with partner(s) the value received from theFord and Eddie Bauer celebrated production of the
investment.10. Plan the next promotion."Got Milk?"one millionth Eddie Bauer edition Ford vehicle at the
The California Milk Processors Board, as reported inSt. Louis Assembly Plant, home of the Ford Explorer
The Wall Street Journal in the late 1990s stated thatsport utility.At the time, stated "It's almost uncanny
this national promotion has been running since 1993.how well-matched Ford and Eddie Bauer are," says
They also put "Got Milk" on Girl Scout Cookies. TheyFord Division Marketing Communications Manager Jan
have even gotten their milk advertisements onKlug. "Both companies have reputations built on an
cereal, cookies and chocolate mix packaging. Jeffuncompromising commitment to quality, durability and
Manning, executive director of the California Milkcustomer satisfaction. For our customers, this means
Processors Board, says, "We need those people tothe irresistible combination of Ford's 'go anywhere'
promote for us." "In return, we affectionately callcapability and Eddie Bauer's rugged style. For both
them co-dependent foods."Manning doesn't stopcompanies, it means enhancing each other's
there. He convinced Dole Food Co. in Westlakebrand.""It's no secret why Ford is setting industry
Village, California to add another sticker on to theirrecords for SUV sales in a U.S. market that currently
clusters of bananas for the retail market. You got it,has 41 SUV nameplates," says Explorer Brand
"Got Milk" stickers. In the late 1990s Dole startedManager Doug Scott. "We are creating products that
putting "Got Milk" stickers on bunches ofreally excite the customer. And in partnering with
bananas--millions. Milk is getting more interruptions inEddie Bauer, we are expanding the opportunities for
the minds of consumers. The more Partnering milkthe Explorer and Expedition to be a meaningful part
can do with products in other parts of the groceryof our customer's active lifestyles."Because of Ford's
stores, the more sales potential they enjoy. Dolesuccess in co-brand Partnering with Eddie Bauer, they
even got an "ah ha" from the cross-promotion, theyare trying to duplicate their success with
have been Partnering with Hollywood to promoteHarley-Davidson Motor Company, Milwaukee,
new release movies such as Anastasia and Babe inWisconsin in their limited edition Harley-Davidson F-150
the City.Researching for a presentation for thepickup truck. The customized version is restyled,
National Home Furnishings Association, I discoveredall-black, with distinctive Harley-Davidson orange
an interesting alliance in Northern California. They callpinstriping and chrome accessories."A strategic alliance
themselves the Sonoma County Fine Furniturebetween the Ford Motor Company and
Association (SCFFA). What did they do? Eight fineHarley-Davidson makes mutual historical and business
furniture retailers, competitors, banded together tosense," noted Gurminder Bedi, vice president, Ford
survive the recession of the early 1990s throughTruck Vehicle Center in a January 6, 2000 Ford news
cross-promotion and buying strength.They boughtrelease. "Our common heritage as American motor
advertising together on the local radio and in the localvehicle manufacturers and our common centennials of
newspaper. They even dictated to the newspaper on2003 were just too good to pass up as a natural
which pages their advertising would be located. Theybusiness opportunity. "The partnership makes good
developed combined events where customers wouldbusiness sense," Bedi added. "The world recognizes
visit several of the stores to be eligible to win prizes.both companies as original American innovators
They promoted each other to their customers withinknown for exciting, quality products.""This alliance
the store, especially if the specific retailer did notbrings together two of the most well-known and
have exactly what the customer was seeking. Theyadmired companies in the world," said Jeff Bleustein in
even printed a combined brochure, including thethe same release, Harley-Davidson chairman and chief
address and map locations of each member. Theexecutive officer. "Ford and Harley-Davidson
front of the brochure said, People you can trust.customers alike want a distinctive vehicle that makes
Wow, what impact!On a United Airlines flight froma statement about themselves as individuals."Even in
Washington, D.C. to Atlanta, the cabin attendantthe recreational vehicle (RV) industry, a manufacturer
handed me my usual bag of peanuts. But, what wassees marketing value in co-branding. Fleetwood
unusual was the size of the bag and its weight. AfterEnterprises, Inc. in Riverside, California is in alliance
closer examination, I noticed that an America Onlinewith Bass Pro Shops Outdoor World. Fleetwood has
(AOL) diskette was included with the peanuts. Itenjoyed good sales volume in its private-label RV
made sense, a business route shuttle-what a greatpartnership with Missouri-based Tracker Marine LP
way to get the AOL software into the hands ofand its Bass Pro Shops Outdoor World stores.
business people. But do not get caught sleeping. Now,Fleetwood built and branded with the Tracker and
things have changed for AOL and they have beenTrailstar name are sold in six Bass Pro Shops Outdoor
forced to offer for free what they onceWorld stores and 56 Tracker marine dealerships. RVs
charged.Forest City, Iowa, recreational vehicle (RV)promoted at the Outdoor World stores sell for a
manufacturer, Winnebago Industries, Inc. andsingle, non-negotiable price (unique to the RV
Nebraska-based sportsman's outfitter, Cabela's haveindustry) and can be purchased over the Internet.
found synergies through reciprocal promotionModels range from a Trailstar 8 folding trailer to the
activities. Cabala's has provided an ideal venue in29-foot Class C Trailstar RV.Cross promotion and
which Winnebago dealers have displayed their RVs inco-branding are important strategies for business
quite a number of outdoor events. Most eventsgrowth that you will want to consider very soon.
were run by Cabela's promotional arm, Sportsman'sWhy wait until your competitors gobble up the best
Quest. Winnebago products were also displayed inpartnering relationships?To access helpful additional
Cabela's catalogs. Winnebago, in turn displayedinformation from Ed Rigsbee at no charge, please
Cabela's products at their events.Strategic Alliancesvisit from PartnerShift-How to Profit from the
for Co-BrandingPartnering Trend by Ed Rigsbee, CSP, published by
Bringing together more than one trusted andJohn Wiley & Sons, New York. Rigsbee is also the
established brand name develop a marketingauthor of Developing Strategic Alliances and The Art
synergism that cannot be beat. The advertisementof Partnering. Rigsbee has over 1,000 published
headline read, Bring The Magic of Mattel Home forarticles to his credit and is a regular keynote
the Holidays. Just under the headline were severalpresenter at corporate and trade association
foods producing toys offered. The hook was that itconferences across North America.
showed Golden Arches type food. Mattel had a