Maximizing Relationships and Influencing Others: Making the Most of Cooperative Partnerships

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Making the most out of a marketing budget and enhancing business relationships is a request we hear from our clients everyday. There are many opportunities to cost-effectively attain these goals with a formula of creativity, flexibility, and understanding partner needs. Done correctly, using co-op relationships can also add to a company’s credibility and increase business due to the perception that the company is experienced and maintains satisfied customers.

Start by setting clear goals of what you would like to accomplish. Are you looking to showcase a new product and would like to gain additional business in that industry? Is there a client with whom you would like to further your relationship? Do you want to participate in a trade show but do not have the marketing budget this year? Knowing your goals and prioritizing them will keep you focused as you seek a co-op partner and negotiate a common strategy.

Examine upcoming opportunities and take a close look at those in the next three to six months. Is there a special event in which you would like to participate? Is there a special magazine issue in which you would like to be covered? Do you want to be included in a new product launch or sponsorship? Make a wish list and match it to your customer or other business contacts. You might be surprised at the opportunities that are presented.



Find a partner that is creative, eager and flexible, and discuss opportunities that you would like to work on together. Can you include them in an upcoming newsletter? Do you want to send out a joint press release? Can they add your company logo to any upcoming advertising? Is there an opportunity to share space at an event? Brainstorm creative and even crazy ideas and see where it leads you. If you are trying to partner with a media outlet, contact the promotions department and ask about opportunities. Radio stations and newspapers in small DMI markets are often willing to barter for prizes to be used for on-air contests, logo placement at your events, inclusion in advertisements, and other marketing efforts. These opportunities are especially viable with a local charity component.

Use the web as a cost-effective means for driving visibility. Update your company website with information about your upcoming efforts and be sure to use logos and other appropriate images that will attract attention. Send an email blast to your list and your partner's list to inform key contacts. At trade shows, drop off materials in the press area and work with the event organizers to be listed in the news announcements section of their website. Email bloggers that write about your industry and give them the good news! There are many online media opportunities, and sending an email to an editor could get you a story in the publication's web edition.

Most people have heard of successful co-op advertising campaigns, but there are many additional opportunities that can be executed cost-effectively through cooperative relationships. These partnerships can be large or small depending on the amount of time and effort you are able to put into the project. It is gratifying to see your successes continue to grow and build upon each other throughout the year. With the new year quickly approaching, add cooperative partnerships to your resolution list!

About The Bromley Group

The Bromley Group, established in 1988, is a creative, multi-media public relations agency that specializes in creating and executing comprehensive marketing, public relations, communications, and special events programs for a wide variety of companies and associations seeking to create stronger identities and achieve solid market positioning. The Bromley Group's solid reputation in developing targeted, results-oriented programs and events for fashion, footwear, textile/fiber, and retail companies (including UGG Australia; Frye Boots; CoolMax®; DuPont Teflon®; Hush Puppies; Bernardo; Freya Intimates; Fantasie Intimates; AAFA American Image Awards, among many others) is founded upon years of staff experience and an ability to anticipate trade and consumer trends and translate marketing goals into creative, realistic programs with media appeal. For more information of The Bromley Group, visit www.bromley-group.com.
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