Marketing tactics change depending on your audience and their enthusiasm to interact with various mediums, offers, hooks and pleas. Sometimes you might feel like you are shouting over a cocktail hour gathering in order to get your message out there. Does it really have to be that difficult? Not really. There are other businesses similar to yours who are getting their message out as well. Why not work together and see if your combined messages reach similar audiences and grow both businesses at the same time with new sales, new customers?
Partner with similar businesses for great marketing power (while sharing the costs)!
When thinking of great partners, think of like-minded businesses:
Hair Sylist and Local Waxing Specialist
Pizza Place and and Ice Cream Store
Insurance Business and Restoration Based Business
Website Developer and Graphic Artist
Car Wash Business and Local Oil Changing Business
Local Hallmark and Local Florist
Freelance Business Writer and Social Media Expert
Educational Tutoring Service and Fun Games, Puzzles and Comic Store
Theater with any Restaurants within 5 miles of the Theater.
One-of-a-Kind Stylish Clothing Boutique with Popular Nail Salon
Everyone Wins when you Partner Up
If a local Hallmark store allowed a coupon near their register for a certain floral shop and that Florist did the same – how many consumers might just use the coupon? Is the person buying a card likely to buy flowers? Is a person seeking flowers likely to buy a lovely card as well. In some cases the answer is yes. And if cases where they did not buy the other businesses’ products, they would have an offer or coupon to use in the future (watch those short expiration dates!). It really is a win-win situation for both businesses.
And that is what you are aiming for – win-win situations for both businesses.
It works best with a great spirit of honest cooperation. If One store runs out of the other person’s coupons you call them up and ask for more! And it should be vica-versa. Don’t think of being competitive. Think of it as a spirit of coorperation amongst businesses that cater to similar clients.
The Hairstylist and the Waxing Specialist combination would be a fun promotion. One makes your hair looking amazing and the other just makes it vanish! There are so many creative ways to cross promote these two businesses. It would make for a fun press release too. Remember those? Press Releases? People forget that many tried and true methods still work rather well.
Planning for a Partnership
How to partner with similar businesses for great consumer reach in the community? Where are your customers now? Who else caters to this demographic? If you look closely you will find another small business that does not compete with yours – maybe it compliments it – and this is the type of business to scout out. Go into the store and see how they work with customers. Are some of your clients in their store? You are in the right place. Look to see if they have any other marketing materials from other businesses (they could be doing a partnership with your competitor! yikes!). Doing your research a head of time will put you in the right position to pitch your combo idea. Take the time to show them the benefits of what you have to offer as well and make sure it is presented as an “everybody wins” with more business type of approach.
Where to Set the Offers
You might have a retail business and your proposed partner business might have a business office setup. Adding coupons and postcards of information into every sales bag from the retail business promoting the office business – this is one approach. The office business can also have informational pieces at the front desk, but since their business relies more on their website, they should have a special announcement focusing on a “Featured Local Business” with a link to a coupon for the retail business and/or a link to their website too. Make sure all coupons are easy to use (don’t have to be on the person – just mention them).
Reaching potential and existing customers can be tricky in our present landscape of excess social media attention. Pair up with another great local business and cross-promote your products and services to share costs and increase marketshare. With a bit of planning, you can target your audience with fantastic results. If you need assitance, give me a call at 970-430-8108 – Jan.