| Strategic Alliances are the key for your | | | | quality parent would deny their child |
| Cross-Promotion success. A popular | | | | the opportunity to make their own |
| reason for companies to come together is | | | | McDonald'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 other | | | | synergy that can be developed by |
| with specials or coupons, to regional | | | | co-branding is awesome. Co-branded |
| promotions, to national promotions. | | | | products have, at a minimum; twice the |
| Cross-promotions can be developed with | | | | marketing impact and customer pull as |
| competitors or between organizations | | | | traditional branding. Consumers believe |
| from different industries. The key is | | | | that with two trusted names, the product |
| simply this-do you have similar | | | | must be exceptional. There was one |
| customers? Almost everywhere you look, | | | | problem with the Flip though. When they |
| you can see one organization cross | | | | were first introduced, the consumers' |
| promoting with another. Recently, a | | | | acceptance was so great that the |
| cross-promotion advertisement in a San | | | | distributors had trouble keeping their |
| Francisco newspaper for Pacific Bell | | | | stores in stock. What a problem to have |
| also involved Round Table Pizza, | | | | . . .In recent years the automotive |
| Hollywood Video, Nokia and the Special | | | | industry has found value in Partnering |
| Olympics.In your effort to make | | | | with highly recognizable prestigious |
| cross-promotion alliances work, develop | | | | brands of clothing and accessories. Ford |
| your process by keeping the below listed | | | | Motor Company partners with the |
| steps in mind:1. Be clear on what you | | | | successful catalog retailer, Eddie Bauer |
| want to create for yourself or your | | | | to offer luxurious editions of their |
| company.2. Discover the; What's in it | | | | popular sport utility vehicle models, |
| for me (WIIFM) for your partner(s).3. | | | | Explorer and Expedition. As customers' |
| Develop a list of who does what for | | | | perception of quality and value can be |
| physical and financial contributions.4. | | | | influenced through these offerings, they |
| Plan for the unexpected.5. Explain to | | | | are also willing to pay more for the |
| your partner(s) the value they will | | | | perceived value.Ford Motor Company has |
| receive.6. Help your partner(s) to have | | | | enjoyed its relationship with Eddie |
| an emotional ownership in the | | | | Bauer for over 20 years. In 1999, the |
| alliance.7. Do the above step for | | | | two brands reached a milestone in their |
| yourself also.8. Execute the | | | | collaboration as Ford and Eddie Bauer |
| promotion.9. Debrief with partner(s) the | | | | celebrated production of the one |
| value received from the investment.10. | | | | millionth Eddie Bauer edition Ford |
| Plan the next promotion."Got Milk?" The | | | | vehicle at the St. Louis Assembly Plant, |
| California Milk Processors Board, as | | | | home of the Ford Explorer sport |
| reported in The Wall Street Journal in | | | | utility.At the time, stated "It's almost |
| the late 1990s stated that this national | | | | uncanny 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 Scout | | | | Communications Manager Jan Klug. "Both |
| Cookies. They have even gotten their | | | | companies have reputations built on an |
| milk advertisements on cereal, cookies | | | | uncompromising commitment to quality, |
| and chocolate mix packaging. Jeff | | | | durability and customer satisfaction. |
| Manning, executive director of the | | | | For our customers, this means the |
| California Milk Processors Board, says, | | | | irresistible combination of Ford's 'go |
| "We need those people to promote for | | | | anywhere' capability and Eddie Bauer's |
| us." "In return, we affectionately call | | | | rugged style. For both companies, it |
| them co-dependent foods."Manning doesn't | | | | means enhancing each other's |
| stop there. He convinced Dole Food Co. | | | | brand.""It's no secret why Ford is |
| in Westlake Village, California to add | | | | setting industry records for SUV sales |
| another sticker on to their clusters of | | | | in a U.S. market that currently has 41 |
| bananas for the retail market. You got | | | | SUV nameplates," says Explorer Brand |
| it, "Got Milk" stickers. In the late | | | | Manager Doug Scott. "We are creating |
| 1990s Dole started putting "Got Milk" | | | | products that really excite the |
| stickers on bunches of | | | | customer. And in partnering with Eddie |
| bananas--millions. Milk is getting more | | | | Bauer, we are expanding the |
| interruptions in the minds of consumers. | | | | opportunities for the Explorer and |
| The more Partnering milk can do with | | | | Expedition to be a meaningful part of |
| products in other parts of the grocery | | | | our customer's active |
| stores, the more sales potential they | | | | lifestyles."Because of Ford's success in |
| enjoy. Dole even got an "ah ha" from the | | | | co-brand Partnering with Eddie Bauer, |
| cross-promotion, they have been | | | | they are trying to duplicate their |
| Partnering with Hollywood to promote new | | | | success with Harley-Davidson Motor |
| release movies such as Anastasia and | | | | Company, Milwaukee, Wisconsin in their |
| Babe in the City.Researching for a | | | | limited edition Harley-Davidson F-150 |
| presentation for the National Home | | | | pickup truck. The customized version is |
| Furnishings Association, I discovered an | | | | restyled, all-black, with distinctive |
| interesting alliance in Northern | | | | Harley-Davidson orange pinstriping and |
| California. They call themselves the | | | | chrome accessories."A strategic alliance |
| Sonoma County Fine Furniture Association | | | | between the Ford Motor Company and |
| (SCFFA). What did they do? Eight fine | | | | Harley-Davidson makes mutual historical |
| furniture retailers, competitors, banded | | | | and business sense," noted Gurminder |
| together to survive the recession of the | | | | Bedi, vice president, Ford Truck Vehicle |
| early 1990s through cross-promotion and | | | | Center in a January 6, 2000 Ford news |
| buying strength.They bought advertising | | | | release. "Our common heritage as |
| together on the local radio and in the | | | | American motor vehicle manufacturers and |
| local newspaper. They even dictated to | | | | our common centennials of 2003 were just |
| the newspaper on which pages their | | | | too good to pass up as a natural |
| advertising would be located. They | | | | business opportunity. "The partnership |
| developed combined events where | | | | makes 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 their | | | | exciting, quality products.""This |
| customers within the store, especially | | | | alliance brings together two of the most |
| if the specific retailer did not have | | | | well-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 locations | | | | chief executive officer. "Ford and |
| of each member. The front of the | | | | Harley-Davidson customers alike want a |
| brochure said, People you can trust. | | | | distinctive vehicle that makes a |
| Wow, what impact!On a United Airlines | | | | statement about themselves as |
| flight from Washington, D.C. to Atlanta, | | | | individuals."Even in the recreational |
| the cabin attendant handed me my usual | | | | vehicle (RV) industry, a manufacturer |
| bag of peanuts. But, what was unusual | | | | sees marketing value in co-branding. |
| was the size of the bag and its weight. | | | | Fleetwood Enterprises, Inc. in |
| After closer examination, I noticed that | | | | Riverside, California is in alliance |
| an America Online (AOL) diskette was | | | | with Bass Pro Shops Outdoor World. |
| included with the peanuts. It made | | | | Fleetwood has enjoyed good sales volume |
| sense, a business route shuttle-what a | | | | in its private-label RV partnership with |
| great way to get the AOL software into | | | | Missouri-based Tracker Marine LP and its |
| the hands of business people. But do not | | | | Bass Pro Shops Outdoor World stores. |
| get caught sleeping. Now, things have | | | | Fleetwood built and branded with the |
| changed for AOL and they have been | | | | Tracker and Trailstar name are sold in |
| forced to offer for free what they once | | | | six Bass Pro Shops Outdoor World stores |
| charged.Forest City, Iowa, recreational | | | | and 56 Tracker marine dealerships. RVs |
| vehicle (RV) manufacturer, Winnebago | | | | promoted at the Outdoor World stores |
| Industries, Inc. and Nebraska-based | | | | sell for a single, non-negotiable price |
| sportsman's outfitter, Cabela's have | | | | (unique to the RV industry) and can be |
| found synergies through reciprocal | | | | purchased over the Internet. Models |
| promotion activities. Cabala's has | | | | range from a Trailstar 8 folding trailer |
| provided an ideal venue in which | | | | to the 29-foot Class C Trailstar |
| Winnebago dealers have displayed their | | | | RV.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's | | | | that you will want to consider very |
| promotional arm, Sportsman's Quest. | | | | soon. Why wait until your competitors |
| Winnebago products were also displayed | | | | gobble up the best partnering |
| in Cabela's catalogs. Winnebago, in turn | | | | relationships?To access helpful |
| displayed Cabela's products at their | | | | additional information from Ed Rigsbee |
| events.Strategic Alliances for | | | | at no charge, please visit from |
| Co-Branding | | | | PartnerShift-How to Profit from the |
| Bringing together more than one trusted | | | | Partnering Trend by Ed Rigsbee, CSP, |
| and established brand name develop a | | | | published by John Wiley & Sons, New |
| marketing synergism that cannot be beat. | | | | York. Rigsbee is also the author of |
| The advertisement headline read, Bring | | | | Developing Strategic Alliances and The |
| The Magic of Mattel Home for the | | | | Art of Partnering. Rigsbee has over |
| Holidays. Just under the headline were | | | | 1,000 published articles to his credit |
| several foods producing toys offered. | | | | and is a regular keynote presenter at |
| The hook was that it showed Golden | | | | corporate and trade association |
| Arches type food. Mattel had a | | | | conferences across North America. |
| relationship with McDonald's. And, what | | | | |