Teamwork. We’re taught it as children and it’s encouraged in corporations all over the country. But what about working as a team with another business when advertising? Lots of business owners think that’s opening the door to the coop to let the fox in. But it’s not as crazy as it might sound – a partnership with a complementary business, where you pool your advertising and promotional resources to reach more customers, just might make good business sense.
Take the latest partnership between ladies clothier Ann Taylor and laundry superstar Tide and Downy. Through a new joint venture customers who purchase clothing at Ann Taylor will be encouraged to take care of their clothes to make them last longer and to avoid dry-cleaning bills. Oh, and by the way, here’s a sample of new Tide Total Care and Downy Total Care to do just that. Want more information? How about a special promotional “magazine” produced by the Tide folks with articles, how-tos and coupons for their products? Thanks, and have a nice day.
These two businesses are not competitors but each feeds off the other one. Clothing that lasts longer through better detergents will promote the quality brand promise of Ann Taylor…and consumers also see that if Tide can keep my Ann Taylor blouse looking good longer, maybe I could try it for Junior’s jeans?
Local businesses could team up to cross-promote each other too. A camera store and a frame store…an auto repair shop and a carwash…a bowling alley and a movie rental store. The possiblities are endless. And given the economy and the trend for families to be seeking out deals at every turn, giving them the package deal at a discount would certainly gain more eyeballs and interest than a stand-alone promotion.
