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Main Subject - Collaborative Marketing - More Results with Less Work
Strategic Alliances are the key for your Cross-Promotion success. A popular reason for companies to come together is to reciprocally promote one another. Ideas are as simple as a local pharmacy and dry cleaner promoting each other with specials or coupons, to regional promotions, to national promotions. Cross-promotions can be developed with competitors or between organizations from different industries. The key is simply this—do you have similar customers? Almost ever
According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product
ywhere you look, you can see one organization cross promoting with another. Recently, a cross-promotion advertisement in a San Francisco newspaper for Pacific Bell also involved Round Table Pizza, Hollywood Video, Nokia and the Special Olympics.
In your effort to make cross-promotion alliances work, develop your process by keeping the below listed steps in mind:
1. Be clear on what you want to create for yourself or your company.
2. Discover the; What’s in it for me (WIIFM
In your effort to make cross-promotion alliances work, develop your process by keeping the below listed steps in mind:
1. Be clear on what you want to create for yourself or your company.
2. Discover the; What’s in it for me (WIIFM
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
for your partner(s).
3. Develop a list of who does what for physical and financial contributions.
4. Plan for the unexpected.
5. Explain to your partner(s) the value they will receive.
6. Help your partner(s) to have an emotional ownership in the alliance.
7. Do the above step for yourself also.
8. Execute the promotion.
9. Debrief with partner(s) the value received from the investment.
10. Plan the next promotion.
“Got Milk?” The California Milk Processors Board, a
3. Develop a list of who does what for physical and financial contributions.
4. Plan for the unexpected.
5. Explain to your partner(s) the value they will receive.
6. Help your partner(s) to have an emotional ownership in the alliance.
7. Do the above step for yourself also.
8. Execute the promotion.
9. Debrief with partner(s) the value received from the investment.
10. Plan the next promotion.
“Got Milk?” The California Milk Processors Board, a
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
reported in The Wall Street Journal in the late 1990s stated that this national promotion has been running since 1993. They also put “Got Milk” on Girl Scout Cookies. They have even gotten their milk advertisements on cereal, cookies and chocolate mix packaging. Jeff Manning, executive director of the California Milk Processors Board, says, “We need those people to promote for us.” “In return, we affectionately call them co-dependent foods.”
Manning doesn’t stop there. He
Manning doesn’t stop there. He
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
onvinced Dole Food Co. in Westlake Village, California to add another sticker on to their clusters of bananas for the retail market. You got it, “Got Milk” stickers. In the late 1990s Dole started putting “Got Milk” stickers on bunches of bananas--millions. Milk is getting more interruptions in the minds of consumers. The more Partnering milk can do with products in other parts of the grocery stores, the more sales potential they enjoy. Dole even got an “ah ha” from the cross
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
promotion, they have been Partnering with Hollywood to promote new release movies such as Anastasia and Babe in the City.
Researching for a presentation for the National Home Furnishings Association, I discovered an interesting alliance in Northern California. They call themselves the Sonoma County Fine Furniture Association (SCFFA). What did they do? Eight fine furniture retailers, competitors, banded together to survive the recession of the early 1990s through cross-promot
Researching for a presentation for the National Home Furnishings Association, I discovered an interesting alliance in Northern California. They call themselves the Sonoma County Fine Furniture Association (SCFFA). What did they do? Eight fine furniture retailers, competitors, banded together to survive the recession of the early 1990s through cross-promot
ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc
on and buying strength.
They bought advertising together on the local radio and in the local newspaper. They even dictated to the newspaper on which pages their advertising would be located. They developed combined events where customers would visit several of the stores to be eligible to win prizes. They promoted each other to their customers within the store, especially if the specific retailer did not have exactly what the customer was seeking. They even printed a combine
They bought advertising together on the local radio and in the local newspaper. They even dictated to the newspaper on which pages their advertising would be located. They developed combined events where customers would visit several of the stores to be eligible to win prizes. They promoted each other to their customers within the store, especially if the specific retailer did not have exactly what the customer was seeking. They even printed a combine
easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi
d brochure, including the address and map locations of each member. The front of the brochure said, People you can trust. Wow, what impact!
On a United Airlines flight from Washington, D.C. to Atlanta, the cabin attendant handed me my usual bag of peanuts. But, what was unusual was the size of the bag and its weight. After closer examination, I noticed that an America Online (AOL) diskette was included with the peanuts. It made sense, a business route shuttle—what a great w
On a United Airlines flight from Washington, D.C. to Atlanta, the cabin attendant handed me my usual bag of peanuts. But, what was unusual was the size of the bag and its weight. After closer examination, I noticed that an America Online (AOL) diskette was included with the peanuts. It made sense, a business route shuttle—what a great w
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
y to get the AOL software into the hands of business people. But do not get caught sleeping. Now, things have changed for AOL and they have been forced to offer for free what they once charged.
Forest City, Iowa, recreational vehicle (RV) manufacturer, Winnebago Industries, Inc. and Nebraska-based sportsman’s outfitter, Cabela’s have found synergies through reciprocal promotion activities. Cabala’s has provided an ideal venue in which Winnebago dealers have displayed their R
Forest City, Iowa, recreational vehicle (RV) manufacturer, Winnebago Industries, Inc. and Nebraska-based sportsman’s outfitter, Cabela’s have found synergies through reciprocal promotion activities. Cabala’s has provided an ideal venue in which Winnebago dealers have displayed their R
and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ
s in quite a number of outdoor events. Most events were run by Cabela’s promotional arm, Sportsman’s Quest. Winnebago products were also displayed in Cabela’s catalogs. Winnebago, in turn displayed Cabela’s products at their events.
Strategic Alliances for Co-Branding Bringing together more than one trusted and established brand name develop a marketing synergism that cannot be beat. The advertisement headline read, Bring The Magic of Mattel Home for the Holidays. J
Strategic Alliances for Co-Branding Bringing together more than one trusted and established brand name develop a marketing synergism that cannot be beat. The advertisement headline read, Bring The Magic of Mattel Home for the Holidays. J
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
st under the headline were several foods producing toys offered. The hook was that it showed Golden Arches type food. Mattel had a relationship with McDonald’s. And, what quality parent would deny their child the opportunity to make their own McDonald’s hamburgers, fries, shakes and cookies at home?
Nestl?/Road Gold Flipz (chocolate covered pretzels), the synergy that can be developed by co-branding is awesome. Co-branded products have, at a minimum; twice the marketing impa
Nestl?/Road Gold Flipz (chocolate covered pretzels), the synergy that can be developed by co-branding is awesome. Co-branded products have, at a minimum; twice the marketing impa
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
t and customer pull as traditional branding. Consumers believe that with two trusted names, the product must be exceptional. There was one problem with the Flip though. When they were first introduced, the consumers’ acceptance was so great that the distributors had trouble keeping their stores in stock. What a problem to have . . .
In recent years the automotive industry has found value in Partnering with highly recognizable prestigious brands of clothing and accessories.
In recent years the automotive industry has found value in Partnering with highly recognizable prestigious brands of clothing and accessories.
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
ord Motor Company partners with the successful catalog retailer, Eddie Bauer to offer luxurious editions of their popular sport utility vehicle models, Explorer and Expedition. As customers’ perception of quality and value can be influenced through these offerings, they are also willing to pay more for the perceived value.
Ford Motor Company has enjoyed its relationship with Eddie Bauer for over 20 years. In 1999, the two brands reached a milestone in their collaboration as
Ford Motor Company has enjoyed its relationship with Eddie Bauer for over 20 years. In 1999, the two brands reached a milestone in their collaboration as
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
ord and Eddie Bauer celebrated production of the one millionth Eddie Bauer edition Ford vehicle at the St. Louis Assembly Plant, home of the Ford Explorer sport utility.
At the time, stated “It’s almost uncanny how well-matched Ford and Eddie Bauer are,” says Ford Division Marketing Communications Manager Jan Klug. “Both companies have reputations built on an uncompromising commitment to quality, durability and customer satisfaction. For our customers, this means the irresis
At the time, stated “It’s almost uncanny how well-matched Ford and Eddie Bauer are,” says Ford Division Marketing Communications Manager Jan Klug. “Both companies have reputations built on an uncompromising commitment to quality, durability and customer satisfaction. For our customers, this means the irresis
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
tible combination of Ford’s ‘go anywhere’ capability and Eddie Bauer’s rugged style. For both companies, it means enhancing each other’s brand.”
“It’s no secret why Ford is setting industry records for SUV sales in a U.S. market that currently has 41 SUV nameplates,” says Explorer Brand Manager Doug Scott. “We are creating products that really excite the customer. And in partnering with Eddie Bauer, we are expanding the opportunities for the Explorer and Expedition to be a m
“It’s no secret why Ford is setting industry records for SUV sales in a U.S. market that currently has 41 SUV nameplates,” says Explorer Brand Manager Doug Scott. “We are creating products that really excite the customer. And in partnering with Eddie Bauer, we are expanding the opportunities for the Explorer and Expedition to be a m
t?
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
aningful part of our customer’s active lifestyles.”
Because of Ford’s success in co-brand Partnering with Eddie Bauer, they are trying to duplicate their success with Harley-Davidson Motor Company, Milwaukee, Wisconsin in their limited edition Harley-Davidson F-150 pickup truck. The customized version is restyled, all-black, with distinctive Harley-Davidson orange pinstriping and chrome accessories.
“A strategic alliance between the Ford Motor Company and Harley-Davidson ma
Because of Ford’s success in co-brand Partnering with Eddie Bauer, they are trying to duplicate their success with Harley-Davidson Motor Company, Milwaukee, Wisconsin in their limited edition Harley-Davidson F-150 pickup truck. The customized version is restyled, all-black, with distinctive Harley-Davidson orange pinstriping and chrome accessories.
“A strategic alliance between the Ford Motor Company and Harley-Davidson ma
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
es mutual historical and business sense,” noted Gurminder Bedi, vice president, Ford Truck Vehicle Center in a January 6, 2000 Ford news release. “Our common heritage as American motor vehicle manufacturers and our common centennials of 2003 were just too good to pass up as a natural business opportunity. “The partnership makes good business sense,” Bedi added. “The world recognizes both companies as original American innovators known for exciting, quality products.”
“This a
“This a
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
liance brings together two of the most well-known and admired companies in the world,” said Jeff Bleustein in the same release, Harley-Davidson chairman and chief executive officer. “Ford and Harley-Davidson customers alike want a distinctive vehicle that makes a statement about themselves as individuals.”
Even in the recreational vehicle (RV) industry, a manufacturer sees marketing value in co-branding. Fleetwood Enterprises, Inc. in Riverside, California is in alliance wit
Even in the recreational vehicle (RV) industry, a manufacturer sees marketing value in co-branding. Fleetwood Enterprises, Inc. in Riverside, California is in alliance wit
.
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
Bass Pro Shops Outdoor World. Fleetwood has enjoyed good sales volume in its private-label RV partnership with Missouri-based Tracker Marine LP and its Bass Pro Shops Outdoor World stores. Fleetwood built and branded with the Tracker and Trailstar name are sold in six Bass Pro Shops Outdoor World stores and 56 Tracker marine dealerships. RVs promoted at the Outdoor World stores sell for a single, non-negotiable price (unique to the RV industry) and can be purchased over the
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
nternet. Models range from a Trailstar 8 folding trailer to the 29-foot Class C Trailstar RV.
Cross promotion and co-branding are important strategies for business growth that you will want to consider very soon. Why wait until your competitors gobble up the best partnering relationships?
To access helpful additional information from Ed Rigsbee at no charge, please visit www.rigsbee.com/downloadaccess.htm
Cross promotion and co-branding are important strategies for business growth that you will want to consider very soon. Why wait until your competitors gobble up the best partnering relationships?
To access helpful additional information from Ed Rigsbee at no charge, please visit www.rigsbee.com/downloadaccess.htm
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
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