The Power of Partnerships

Perhaps you have noticed, like I have, an increase in some unexpected advertising activities lately.

- A State-Farm car in a commercial with the star vehicles from the animated Cars movies. Bet it cost State Farm a pretty penny, and I wonder if they are rethinking their investment, given some of the reviews of Cars 2, but I'm sure it sounded like a great idea - - and may indeed still be a great idea - - but it certainly shows two companies thinking creatively and working together. I suspect that their intentions are both short-term and long-term: obviously, make a connection for adults with a movie their kids will not let them ignore, and embedding the concept of how great State Farm is in the young ones, so that in a dozen years when they start to drive and need insurance, they will think of State Farm.

- One that I don't think worked was the annoying Geico caveman with a group of Civil War reenactors. Outside of the fact that I don't like that guy, what made it worse is that the commercial aired during a two hour special (History Channel, I think) about Gettysburg. The horror of the brutal battles, the death and suffering, vividly portrayed in the television program, made the goofy self-absorbed cavemen and his commercial pals appear that they were making fun of the horrors of the actual battles. Nothing wrong with Geico getting involved with history, but I can't believe some higher-ups at the company thought this was a good idea.

- And I started to whine to my wife like a little kid that I wanted a two-liter bottle of Diet 7-up when I saw Captain America's picture on the bottle....and I've never even had diet 7-up.

These cross promotions are not necessarily new, as evidenced by the long stream of McDonald & Burger King movie toys to be had. But this is a perfect time to examine how this can impact your business.

Recently at the university where I work (in the marketing communications department) I had the opportunity to attend a meeting where a very senior ambassador from a country in Africa was meeting with local university professors and area businesspeople to explore mutually beneficial opportunities between our region and theirs, both economically and educationally. The word that continued to surface was exploring partnerships.

It should be clear to you by now that partnership opportunities exist for you, if you think creatively, are open to new ideas, protect your back, open your eyes and proceed carefully. Maybe you partner with a law firm, each promoting your business to the mailing list of the other's clients.

Maybe you partner with a personal fitness trainer for some radio or cable TV advertisements, where they promote keeping a client's body fit and you keep their company fit and safe. Think outside the box, and you can expand your reach into new areas you have never been before.

Maybe you have a good friend who operates a disaster clean-up service, and you each promote your services to the others' clients, or share the cost of a direct mail campaign, emphasizing how the missions of both businesses are designed to get a life/business back up and operating after unexpected problems.

These are just sample ideas of how you can find a connection to businesses that you would not normally think about partnering with. But keep in mind that opportunities are everywhere, if you look for them. Sure, you may not be a hot little red car, but partnerships can cut promotional costs, provide an innovative avenue for you to reach new audiences in what is perceived as an endorsed situation, and they can help put you on the road to success.