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Collaborative Marketing - More Results with Less Work

Strategic Alliances are the key for yourquality parent would deny their child the
Cross-Promotion success. A popular reason foropportunity to make their own McDonald's
companies to come together is to reciprocallyhamburgers, fries, shakes and cookies at
promote one another. Ideas are as simple as ahome?Nestlé/Road Gold Flipz (chocolate
local pharmacy and dry cleaner promoting eachcovered pretzels), the synergy that can be
other with specials or coupons, to regionaldeveloped by co-branding is awesome.
promotions, to national promotions.Co-branded products have, at a minimum; twice
Cross-promotions can be developed withthe marketing impact and customer pull as
competitors or between organizations fromtraditional branding. Consumers believe that
different industries. The key is simplywith two trusted names, the product must be
this-do you have similar customers? Almostexceptional. There was one problem with the
everywhere you look, you can see oneFlip though. When they were first introduced,
organization cross promoting with another.the consumers' acceptance was so great that
Recently, a cross-promotion advertisement inthe distributors had trouble keeping their
a San Francisco newspaper for Pacific Bellstores in stock. What a problem to have . .
also involved Round Table Pizza, Hollywood.In recent years the automotive industry has
Video, Nokia and the Special Olympics.In yourfound value in Partnering with highly
effort to make cross-promotion alliancesrecognizable prestigious brands of clothing
work, develop your process by keeping theand accessories. Ford Motor Company partners
below listed steps in mind:1. Be clear onwith the successful catalog retailer, Eddie
what you want to create for yourself or yourBauer to offer luxurious editions of their
company.2. Discover the; What's in it for mepopular sport utility vehicle models,
(WIIFM) for your partner(s).3. Develop a listExplorer and Expedition. As customers'
of who does what for physical and financialperception of quality and value can be
contributions.4. Plan for the unexpected.5.influenced through these offerings, they are
Explain to your partner(s) the value theyalso willing to pay more for the perceived
will receive.6. Help your partner(s) to havevalue.Ford Motor Company has enjoyed its
an emotional ownership in the alliance.7. Dorelationship with Eddie Bauer for over 20
the above step for yourself also.8. Executeyears. In 1999, the two brands reached a
the promotion.9. Debrief with partner(s) themilestone in their collaboration as Ford and
value received from the investment.10. PlanEddie Bauer celebrated production of the one
the next promotion."Got Milk?" The Californiamillionth Eddie Bauer edition Ford vehicle at
Milk Processors Board, as reported in Thethe St. Louis Assembly Plant, home of the
Wall Street Journal in the late 1990s statedFord Explorer sport utility.At the time,
that this national promotion has been runningstated "It's almost uncanny how well-matched
since 1993. They also put "Got Milk" on GirlFord and Eddie Bauer are," says Ford Division
Scout Cookies. They have even gotten theirMarketing Communications Manager Jan Klug.
milk advertisements on cereal, cookies and"Both companies have reputations built on an
chocolate mix packaging. Jeff Manning,uncompromising commitment to quality,
executive director of the California Milkdurability and customer satisfaction. For our
Processors Board, says, "We need those peoplecustomers, this means the irresistible
to promote for us." "In return, wecombination of Ford's 'go anywhere'
affectionately call them co-dependentcapability and Eddie Bauer's rugged style.
foods."Manning doesn't stop there. HeFor both companies, it means enhancing each
convinced Dole Food Co. in Westlake Village,other's brand.""It's no secret why Ford is
California to add another sticker on to theirsetting industry records for SUV sales in a
clusters of bananas for the retail market.U.S. market that currently has 41 SUV
You got it, "Got Milk" stickers. In the latenameplates," says Explorer Brand Manager Doug
1990s Dole started putting "Got Milk"Scott. "We are creating products that really
stickers on bunches of bananas--millions.excite the customer. And in partnering with
Milk is getting more interruptions in theEddie Bauer, we are expanding the
minds of consumers. The more Partnering milkopportunities for the Explorer and Expedition
can do with products in other parts of theto be a meaningful part of our customer's
grocery stores, the more sales potential theyactive lifestyles."Because of Ford's success
enjoy. Dole even got an "ah ha" from thein co-brand Partnering with Eddie Bauer, they
cross-promotion, they have been Partneringare trying to duplicate their success with
with Hollywood to promote new release moviesHarley-Davidson Motor Company, Milwaukee,
such as Anastasia and Babe in theWisconsin in their limited edition
City.Researching for a presentation for theHarley-Davidson F-150 pickup truck. The
National Home Furnishings Association, Icustomized version is restyled, all-black,
discovered an interesting alliance inwith distinctive Harley-Davidson orange
Northern California. They call themselves thepinstriping and chrome accessories."A
Sonoma County Fine Furniture Associationstrategic alliance between the Ford Motor
(SCFFA). What did they do? Eight fineCompany and Harley-Davidson makes mutual
furniture retailers, competitors, bandedhistorical and business sense," noted
together to survive the recession of theGurminder Bedi, vice president, Ford Truck
early 1990s through cross-promotion andVehicle Center in a January 6, 2000 Ford news
buying strength.They bought advertisingrelease. "Our common heritage as American
together on the local radio and in the localmotor vehicle manufacturers and our common
newspaper. They even dictated to thecentennials of 2003 were just too good to
newspaper on which pages their advertisingpass up as a natural business opportunity.
would be located. They developed combined"The partnership makes good business sense,"
events where customers would visit several ofBedi added. "The world recognizes both
the stores to be eligible to win prizes. Theycompanies as original American innovators
promoted each other to their customers withinknown for exciting, quality products.""This
the store, especially if the specificalliance brings together two of the most
retailer did not have exactly what thewell-known and admired companies in the
customer was seeking. They even printed aworld," said Jeff Bleustein in the same
combined brochure, including the address andrelease, Harley-Davidson chairman and chief
map locations of each member. The front ofexecutive officer. "Ford and Harley-Davidson
the brochure said, People you can trust.customers alike want a distinctive vehicle
Wow, what impact!On a United Airlines flightthat makes a statement about themselves as
from Washington, D.C. to Atlanta, the cabinindividuals."Even in the recreational vehicle
attendant handed me my usual bag of peanuts.(RV) industry, a manufacturer sees marketing
But, what was unusual was the size of the bagvalue in co-branding. Fleetwood Enterprises,
and its weight. After closer examination, IInc. in Riverside, California is in alliance
noticed that an America Online (AOL) diskettewith Bass Pro Shops Outdoor World. Fleetwood
was included with the peanuts. It made sense,has enjoyed good sales volume in its
a business route shuttle-what a great way toprivate-label RV partnership with
get the AOL software into the hands ofMissouri-based Tracker Marine LP and its Bass
business people. But do not get caughtPro Shops Outdoor World stores. Fleetwood
sleeping. Now, things have changed for AOLbuilt and branded with the Tracker and
and they have been forced to offer for freeTrailstar name are sold in six Bass Pro Shops
what they once charged.Forest City, Iowa,Outdoor World stores and 56 Tracker marine
recreational vehicle (RV) manufacturer,dealerships. RVs promoted at the Outdoor
Winnebago Industries, Inc. and Nebraska-basedWorld stores sell for a single,
sportsman's outfitter, Cabela's have foundnon-negotiable price (unique to the RV
synergies through reciprocal promotionindustry) and can be purchased over the
activities. Cabala's has provided an idealInternet. Models range from a Trailstar 8
venue in which Winnebago dealers havefolding trailer to the 29-foot Class C
displayed their RVs in quite a number ofTrailstar RV.Cross promotion and co-branding
outdoor events. Most events were run byare important strategies for business growth
Cabela's promotional arm, Sportsman's Quest.that you will want to consider very soon. Why
Winnebago products were also displayed inwait until your competitors gobble up the
Cabela's catalogs. Winnebago, in turnbest partnering relationships?To access
displayed Cabela's products at theirhelpful additional information from Ed
events.Strategic  Alliances  for Co-BrandingRigsbee at no charge, please visit from
PartnerShift-How to Profit from the
Bringing together more than one trusted andPartnering Trend by Ed Rigsbee, CSP,
established brand name develop a marketingpublished by John Wiley & Sons, New York.
synergism that cannot be beat. TheRigsbee is also the author of Developing
advertisement headline read, Bring The MagicStrategic Alliances and The Art of
of Mattel Home for the Holidays. Just underPartnering. Rigsbee has over 1,000 published
the headline were several foods producingarticles to his credit and is a regular
toys offered. The hook was that it showedkeynote presenter at corporate and trade
Golden Arches type food. Mattel had aassociation conferences across North America.
relationship with McDonald's. And, what



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