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Collaborative Marketing - More Results with Less Work

Strategic Alliances are the key for yourquality parent would deny their child
Cross-Promotion success. A popularthe opportunity to make their own
reason for companies to come together isMcDonald's hamburgers, fries, shakes and
to reciprocally promote one another.cookies at home?Nestlé/Road Gold Flipz
Ideas are as simple as a local pharmacy(chocolate covered pretzels), the
and dry cleaner promoting each othersynergy that can be developed by
with specials or coupons, to regionalco-branding is awesome. Co-branded
promotions, to national promotions.products have, at a minimum; twice the
Cross-promotions can be developed withmarketing impact and customer pull as
competitors or between organizationstraditional branding. Consumers believe
from different industries. The key isthat with two trusted names, the product
simply this-do you have similarmust be exceptional. There was one
customers? Almost everywhere you look,problem with the Flip though. When they
you can see one organization crosswere first introduced, the consumers'
promoting with another. Recently, aacceptance was so great that the
cross-promotion advertisement in a Sandistributors had trouble keeping their
Francisco newspaper for Pacific Bellstores in stock. What a problem to have
also involved Round Table Pizza,. . .In recent years the automotive
Hollywood Video, Nokia and the Specialindustry has found value in Partnering
Olympics.In your effort to makewith highly recognizable prestigious
cross-promotion alliances work, developbrands of clothing and accessories. Ford
your process by keeping the below listedMotor Company partners with the
steps in mind:1. Be clear on what yousuccessful catalog retailer, Eddie Bauer
want to create for yourself or yourto offer luxurious editions of their
company.2. Discover the; What's in itpopular sport utility vehicle models,
for me (WIIFM) for your partner(s).3.Explorer and Expedition. As customers'
Develop a list of who does what forperception of quality and value can be
physical and financial contributions.4.influenced through these offerings, they
Plan for the unexpected.5. Explain toare also willing to pay more for the
your partner(s) the value they willperceived value.Ford Motor Company has
receive.6. Help your partner(s) to haveenjoyed its relationship with Eddie
an emotional ownership in theBauer for over 20 years. In 1999, the
alliance.7. Do the above step fortwo brands reached a milestone in their
yourself also.8. Execute thecollaboration as Ford and Eddie Bauer
promotion.9. Debrief with partner(s) thecelebrated production of the one
value received from the investment.10.millionth Eddie Bauer edition Ford
Plan the next promotion."Got Milk?" Thevehicle at the St. Louis Assembly Plant,
California Milk Processors Board, ashome of the Ford Explorer sport
reported in The Wall Street Journal inutility.At the time, stated "It's almost
the late 1990s stated that this nationaluncanny how well-matched Ford and Eddie
promotion has been running since 1993.Bauer are," says Ford Division Marketing
They also put "Got Milk" on Girl ScoutCommunications Manager Jan Klug. "Both
Cookies. They have even gotten theircompanies have reputations built on an
milk advertisements on cereal, cookiesuncompromising commitment to quality,
and chocolate mix packaging. Jeffdurability and customer satisfaction.
Manning, executive director of theFor our customers, this means the
California Milk Processors Board, says,irresistible combination of Ford's 'go
"We need those people to promote foranywhere' capability and Eddie Bauer's
us." "In return, we affectionately callrugged style. For both companies, it
them co-dependent foods."Manning doesn'tmeans enhancing each other's
stop there. He convinced Dole Food Co.brand.""It's no secret why Ford is
in Westlake Village, California to addsetting industry records for SUV sales
another sticker on to their clusters ofin a U.S. market that currently has 41
bananas for the retail market. You gotSUV nameplates," says Explorer Brand
it, "Got Milk" stickers. In the lateManager Doug Scott. "We are creating
1990s Dole started putting "Got Milk"products that really excite the
stickers on bunches ofcustomer. And in partnering with Eddie
bananas--millions. Milk is getting moreBauer, we are expanding the
interruptions in the minds of consumers.opportunities for the Explorer and
The more Partnering milk can do withExpedition to be a meaningful part of
products in other parts of the groceryour customer's active
stores, the more sales potential theylifestyles."Because of Ford's success in
enjoy. Dole even got an "ah ha" from theco-brand Partnering with Eddie Bauer,
cross-promotion, they have beenthey are trying to duplicate their
Partnering with Hollywood to promote newsuccess with Harley-Davidson Motor
release movies such as Anastasia andCompany, Milwaukee, Wisconsin in their
Babe in the City.Researching for alimited edition Harley-Davidson F-150
presentation for the National Homepickup truck. The customized version is
Furnishings Association, I discovered anrestyled, all-black, with distinctive
interesting alliance in NorthernHarley-Davidson orange pinstriping and
California. They call themselves thechrome accessories."A strategic alliance
Sonoma County Fine Furniture Associationbetween the Ford Motor Company and
(SCFFA). What did they do? Eight fineHarley-Davidson makes mutual historical
furniture retailers, competitors, bandedand business sense," noted Gurminder
together to survive the recession of theBedi, vice president, Ford Truck Vehicle
early 1990s through cross-promotion andCenter in a January 6, 2000 Ford news
buying strength.They bought advertisingrelease. "Our common heritage as
together on the local radio and in theAmerican motor vehicle manufacturers and
local newspaper. They even dictated toour common centennials of 2003 were just
the newspaper on which pages theirtoo good to pass up as a natural
advertising would be located. Theybusiness opportunity. "The partnership
developed combined events wheremakes good business sense," Bedi added.
customers would visit several of the"The world recognizes both companies as
stores to be eligible to win prizes.original American innovators known for
They promoted each other to theirexciting, quality products.""This
customers within the store, especiallyalliance brings together two of the most
if the specific retailer did not havewell-known and admired companies in the
exactly what the customer was seeking.world," said Jeff Bleustein in the same
They even printed a combined brochure,release, Harley-Davidson chairman and
including the address and map locationschief executive officer. "Ford and
of each member. The front of theHarley-Davidson customers alike want a
brochure said, People you can trust.distinctive vehicle that makes a
Wow, what impact!On a United Airlinesstatement about themselves as
flight from Washington, D.C. to Atlanta,individuals."Even in the recreational
the cabin attendant handed me my usualvehicle (RV) industry, a manufacturer
bag of peanuts. But, what was unusualsees marketing value in co-branding.
was the size of the bag and its weight.Fleetwood Enterprises, Inc. in
After closer examination, I noticed thatRiverside, California is in alliance
an America Online (AOL) diskette waswith Bass Pro Shops Outdoor World.
included with the peanuts. It madeFleetwood has enjoyed good sales volume
sense, a business route shuttle-what ain its private-label RV partnership with
great way to get the AOL software intoMissouri-based Tracker Marine LP and its
the hands of business people. But do notBass Pro Shops Outdoor World stores.
get caught sleeping. Now, things haveFleetwood built and branded with the
changed for AOL and they have beenTracker and Trailstar name are sold in
forced to offer for free what they oncesix Bass Pro Shops Outdoor World stores
charged.Forest City, Iowa, recreationaland 56 Tracker marine dealerships. RVs
vehicle (RV) manufacturer, Winnebagopromoted at the Outdoor World stores
Industries, Inc. and Nebraska-basedsell for a single, non-negotiable price
sportsman's outfitter, Cabela's have(unique to the RV industry) and can be
found synergies through reciprocalpurchased over the Internet. Models
promotion activities. Cabala's hasrange from a Trailstar 8 folding trailer
provided an ideal venue in whichto the 29-foot Class C Trailstar
Winnebago dealers have displayed theirRV.Cross promotion and co-branding are
RVs in quite a number of outdoor events.important strategies for business growth
Most events were run by Cabela'sthat you will want to consider very
promotional arm, Sportsman's Quest.soon. Why wait until your competitors
Winnebago products were also displayedgobble up the best partnering
in Cabela's catalogs. Winnebago, in turnrelationships?To access helpful
displayed Cabela's products at theiradditional information from Ed Rigsbee
events.Strategic Alliances forat no charge, please visit from
Co-BrandingPartnerShift-How to Profit from the
Bringing together more than one trustedPartnering Trend by Ed Rigsbee, CSP,
and established brand name develop apublished by John Wiley & Sons, New
marketing synergism that cannot be beat.York. Rigsbee is also the author of
The advertisement headline read, BringDeveloping Strategic Alliances and The
The Magic of Mattel Home for theArt of Partnering. Rigsbee has over
Holidays. Just under the headline were1,000 published articles to his credit
several foods producing toys offered.and is a regular keynote presenter at
The hook was that it showed Goldencorporate and trade association
Arches type food. Mattel had aconferences across North America.
relationship with McDonald's. And, what



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