| Strategic Alliances are the key for your
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| | would deny their child the opportunity to
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| Cross-Promotion success. A popular reason
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| | make their own McDonald's hamburgers,
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| for companies to come together is to
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| | fries, shakes and cookies at home?Nestlé
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| reciprocally promote one another. Ideas
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| | Road Gold Flipz (chocolate covered
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| are as simple as a local pharmacy and dry
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| | pretzels), the synergy that can be
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| cleaner promoting each other with
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| | developed by co-branding is awesome.
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| specials or coupons, to regional
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| | Co-branded products have, at a minimum;
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| promotions, to national promotions.
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| | twice the marketing impact and customer
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| Cross-promotions can be developed with
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| | pull as traditional branding. Consumers
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| competitors or between organizations from
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| | believe that with two trusted names, the
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| different industries. The key is simply
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| | product must be exceptional. There was
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| this-do you have similar customers?
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| | one problem with the Flip though. When
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| Almost everywhere you look, you can see
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| | they were first introduced, the
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| one organization cross promoting with
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| | consumers' acceptance was so great that
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| another. Recently, a cross-promotion
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| | the distributors had trouble keeping
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| advertisement in a San Francisco
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| | their stores in stock. What a problem to
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| newspaper for Pacific Bell also involved
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| | have . . .In recent years the automotive
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| Round Table Pizza, Hollywood Video, Nokia
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| | industry has found value in Partnering
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| and the Special Olympics.In your effort
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| | with highly recognizable prestigious
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| to make cross-promotion alliances work,
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| | brands of clothing and accessories. Ford
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| develop your process by keeping the below
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| | Motor Company partners with the
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| listed steps in mind:1. Be clear on what
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| | successful catalog retailer, Eddie Bauer
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| you want to create for yourself or your
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| | to offer luxurious editions of their
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| company.2. Discover the; What's in it for
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| | popular sport utility vehicle models,
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| me (WIIFM) for your partner(s).3. Develop
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| | Explorer and Expedition. As customers'
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| a list of who does what for physical and
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| | perception of quality and value can be
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| financial contributions.4. Plan for the
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| | influenced through these offerings, they
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| unexpected.5. Explain to your partner(s)
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| | are also willing to pay more for the
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| the value they will receive.6. Help your
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| | perceived value.Ford Motor Company has
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| partner(s) to have an emotional ownership
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| | enjoyed its relationship with Eddie Bauer
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| in the alliance.7. Do the above step for
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| | for over 20 years. In 1999, the two
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| yourself also.8. Execute the promotion.9.
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| | brands reached a milestone in their
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| Debrief with partner(s) the value
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| | collaboration as Ford and Eddie Bauer
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| received from the investment.10. Plan the
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| | celebrated production of the one
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| next promotion."Got Milk?" The California
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| | millionth Eddie Bauer edition Ford
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| Milk Processors Board, as reported in The
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| | vehicle at the St. Louis Assembly Plant,
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| Wall Street Journal in the late 1990s
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| | home of the Ford Explorer sport
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| stated that this national promotion has
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| | utility.At the time, stated "It's almost
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| been running since 1993. They also put
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| | uncanny how well-matched Ford and Eddie
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| "Got Milk" on Girl Scout Cookies. They
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| | Bauer are," says Ford Division Marketing
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| have even gotten their milk
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| | Communications Manager Jan Klug. "Both
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| advertisements on cereal, cookies and
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| | companies have reputations built on an
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| chocolate mix packaging. Jeff Manning,
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| | uncompromising commitment to quality,
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| executive director of the California Milk
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| | durability and customer satisfaction. For
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| Processors Board, says, "We need those
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| | our customers, this means the
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| people to promote for us." "In return, we
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| | irresistible combination of Ford's 'go
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| affectionately call them co-dependent
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| | anywhere' capability and Eddie Bauer's
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| foods."Manning doesn't stop there. He
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| | rugged style. For both companies, it
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| convinced Dole Food Co. in Westlake
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| | means enhancing each other's brand.""It's
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| Village, California to add another
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| | no secret why Ford is setting industry
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| sticker on to their clusters of bananas
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| | records for SUV sales in a U.S. market
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| for the retail market. You got it, "Got
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| | that currently has 41 SUV nameplates,"
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| Milk" stickers. In the late 1990s Dole
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| | says Explorer Brand Manager Doug Scott.
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| started putting "Got Milk" stickers on
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| | "We are creating products that really
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| bunches of bananas--millions. Milk is
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| | excite the customer. And in partnering
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| getting more interruptions in the minds
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| | with Eddie Bauer, we are expanding the
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| of consumers. The more Partnering milk
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| | opportunities for the Explorer and
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| can do with products in other parts of
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| | Expedition to be a meaningful part of our
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| the grocery stores, the more sales
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| | customer's active lifestyles."Because of
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| potential they enjoy. Dole even got an
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| | Ford's success in co-brand Partnering
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| "ah ha" from the cross-promotion, they
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| | with Eddie Bauer, they are trying to
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| have been Partnering with Hollywood to
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| | duplicate their success with
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| promote new release movies such as
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| | Harley-Davidson Motor Company, Milwaukee,
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| Anastasia and Babe in the
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| | Wisconsin in their limited edition
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| City.Researching for a presentation for
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| | Harley-Davidson F-150 pickup truck. The
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| the National Home Furnishings
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| | customized version is restyled,
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| Association, I discovered an interesting
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| | all-black, with distinctive
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| alliance in Northern California. They
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| | Harley-Davidson orange pinstriping and
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| call themselves the Sonoma County Fine
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| | chrome accessories."A strategic alliance
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| Furniture Association (SCFFA). What did
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| | between the Ford Motor Company and
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| they do? Eight fine furniture retailers,
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| | Harley-Davidson makes mutual historical
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| competitors, banded together to survive
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| | and business sense," noted Gurminder
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| the recession of the early 1990s through
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| | Bedi, vice president, Ford Truck Vehicle
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| cross-promotion and buying strength.They
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| | Center in a January 6, 2000 Ford news
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| bought advertising together on the local
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| | release. "Our common heritage as American
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| radio and in the local newspaper. They
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| | motor vehicle manufacturers and our
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| even dictated to the newspaper on which
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| | common centennials of 2003 were just too
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| pages their advertising would be located.
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| | good to pass up as a natural business
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| They developed combined events where
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| | opportunity. "The partnership makes good
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| customers would visit several of the
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| | business sense," Bedi added. "The world
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| stores to be eligible to win prizes. They
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| | recognizes both companies as original
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| promoted each other to their customers
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| | American innovators known for exciting,
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| within the store, especially if the
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| | quality products.""This alliance brings
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| specific retailer did not have exactly
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| | together two of the most well-known and
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| what the customer was seeking. They even
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| | admired companies in the world," said
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| printed a combined brochure, including
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| | Jeff Bleustein in the same release,
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| the address and map locations of each
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| | Harley-Davidson chairman and chief
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| member. The front of the brochure said,
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| | executive officer. "Ford and
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| People you can trust. Wow, what
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| | Harley-Davidson customers alike want a
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| impact!On a United Airlines flight from
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| | distinctive vehicle that makes a
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| Washington, D.C. to Atlanta, the cabin
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| | statement about themselves as
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| attendant handed me my usual bag of
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| | individuals."Even in the recreational
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| peanuts. But, what was unusual was the
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| | vehicle (RV) industry, a manufacturer
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| size of the bag and its weight. After
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| | sees marketing value in co-branding.
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| closer examination, I noticed that an
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| | Fleetwood Enterprises, Inc. in Riverside,
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| America Online (AOL) diskette was
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| | California is in alliance with Bass Pro
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| included with the peanuts. It made sense,
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| | Shops Outdoor World. Fleetwood has
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| a business route shuttle-what a great way
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| | enjoyed good sales volume in its
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| to get the AOL software into the hands of
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| | private-label RV partnership with
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| business people. But do not get caught
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| | Missouri-based Tracker Marine LP and its
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| sleeping. Now, things have changed for
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| | Bass Pro Shops Outdoor World stores.
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| AOL and they have been forced to offer
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| | Fleetwood built and branded with the
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| for free what they once charged.Forest
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| | Tracker and Trailstar name are sold in
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| City, Iowa, recreational vehicle (RV)
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| | six Bass Pro Shops Outdoor World stores
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| manufacturer, Winnebago Industries, Inc.
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| | and 56 Tracker marine dealerships. RVs
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| and Nebraska-based sportsman's outfitter,
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| | promoted at the Outdoor World stores sell
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| Cabela's have found synergies through
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| | for a single, non-negotiable price
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| reciprocal promotion activities. Cabala's
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| | (unique to the RV industry) and can be
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| has provided an ideal venue in which
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| | purchased over the Internet. Models range
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| Winnebago dealers have displayed their
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| | from a Trailstar 8 folding trailer to the
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| RVs in quite a number of outdoor events.
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| | 29-foot Class C Trailstar RV.Cross
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| Most events were run by Cabela's
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| | promotion and co-branding are important
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| promotional arm, Sportsman's Quest.
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| | strategies for business growth that you
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| Winnebago products were also displayed in
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| | will want to consider very soon. Why wait
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| Cabela's catalogs. Winnebago, in turn
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| | until your competitors gobble up the best
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| displayed Cabela's products at their
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| | partnering relationships?To access
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| events.Strategic Alliances for
| |
| | helpful additional information from Ed
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| Co-Branding
| |
| | Rigsbee at no charge, please visit from
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| Bringing together more than one trusted
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| | PartnerShift-How to Profit from the
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| and established brand name develop a
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| | Partnering Trend by Ed Rigsbee, CSP,
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| marketing synergism that cannot be beat.
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| | published by John Wiley & Sons, New York.
|
| The advertisement headline read, Bring
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| | Rigsbee is also the author of Developing
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| The Magic of Mattel Home for the
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| | Strategic Alliances and The Art of
|
| Holidays. Just under the headline were
| |
| | Partnering. Rigsbee has over 1,000
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| several foods producing toys offered. The
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| | published articles to his credit and is a
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| hook was that it showed Golden Arches
| |
| | regular keynote presenter at corporate
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| type food. Mattel had a relationship with
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| | and trade association conferences across
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| McDonald's. And, what quality parent
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| | North America.
|
