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50 ideas for shared marketing strategies to grow your business
50 examples of Shared Marketing Strategies. While each of them is applied to a particular business (or group of businesses) remember to keep an open mind about how you could apply them to YOUR business
By Brenda Thomson
Put really simply a Shared Marketing Strategy starts with any marketing strategy that you could be (or perhaps have been) implementing as part of your marketing plan without the input of another business owner. It BECOMES a shared marketing strategy when you and one or more other business owners implement either all or some aspect of it TOGETHER as a shared strategy.
Here are 50 examples of Shared Marketing Strategies.
While each of them is applied to a particular business (or group of businesses) remember to keep an open mind about how you could apply them to YOUR business. Don’t think “That wouldn’t work in my business!” – instead think “How could I make that work in my business?”
1. Two catering companies operating in different states both have a link to the other’s website for people searching for catering in the other state.
2. The shops in a local shopping strip combine together to run an advert in the local paper promoting a “special promotion week” for the whole shopping strip.
3. A lawyer, an accountant and a financial planner run regular “advertorials” in each others newsletters providing information of relevance to each others clients.
4. A pool chemical company and a pool cleaning contractor send a shared “Get your Pool Clean for Summer” promotion to both of their databases.
5. A National trade magazine exchanges advertising with industry and professional organisations, trade fairs and expos in return for one time introductions of the magazine to the organisations’ databases.
6. A window cleaning company, a domestic cleaning company and a carpet cleaning company got together to share the cost of radio advertising a “Super Spring Clean” with a discount for a multibooking.
7. A plumber, electrician, pest controller and heating maintenance contractor got together to create shared fridge magnets which all of them hand out to all of their clients. 8. A group of garden maintenance contractors servicing different areas who wanted to increase their regular client base got together with a travel agent to run a promotion for a holiday. The travel agent got promotion through ALL of the garden maintenance contractors in return for providing the holiday at less than cost. The gardeners created a combined promotion which was distributed across all of their areas for one new client to win a holiday.
9. The businesses in an area of rural Victoria get together to create a community website promoting all of the participating businesses and promoting the region as a tourist attraction.
10. Four hospitality businesses in a regional area got together to create a shared brochure that promotes all of their businesses. This reduces the cost of brochure production and increases the impact of the brochure which looks like a promotion for the regional area with the best accommodation spots listed.
11. A group of businesses in a networking group got together to run a footy tipping competition. Each of the participating businesses sponsored a prize for one week of the competition.
12. A group of businesses selling baby and children’s clothes in different geographic locations got together to create a shared on-line shop targeting rural areas and creating an additional income stream for all of them.
13. A group of business consultants targeting large business and corporates put together a shared presentation folder and website that presents them as one group of experts.
14. An SEO consultant, web-designer, marketing consultant, graphic designer and copy writer get together to have a stand at a small business expo. They create one unified marketing strategy including business cards, posters, brochures and a website for the event.
15. A group of businesses targeting the wedding market put together a combined “Wedding Planner” book that all of them give to their clients and potential clients
16. A cafe distributes “buy five get one free coffee” cards to local business owners to give to their staff. Every time a card is fully redeemed the business is profiled on the café “Friends of the Cafe” Notice board.
17. A bicycle shop sponsors a school running a “Safe Ride to School” Program by providing a bicycle a week as prizes in a competition running over the course of the school term.
18. A hairdresser, a manicurist and a beauty therapist have a “Make me Gorgeous” voucher book. Every time a client uses any one of their services they gain points towards a glamour photo session provided by a local photographer.
19. Shops in a local shopping centre create loyalty cards. Shoppers get 10% discount for shopping in any of the participating shops.
20. A mechanic supplies local real estate agents with gift vouchers for a free service to give to new residents in their local community.
21. A group of businesses supplying a range of beauty services run an afternoon tea event where each business invites ten guests. The guests get to experience the services of each of the participating businesses as part of the afternoon “experience”.
22. A cookware company ran a cooking display at an country fair using recipes and ingredients from local businesses.
23. A group of regional businesses in the tourism and hospitality industry get together to run a stand at a tourism expo. They run the stand as a promotion for the local area but with special promotional gifts and offers from each of the participating businesses
24. A group of businesses in the baby market got together to create gift hampers and gift voucher books to give to new mums in local maternity hospitals.
25. A local photographer also included a voucher in the baby gift voucher book above.
26. Businesses providing business to business services often sponsor networking groups or other business organisations by providing free services to the organisation in exchange for promotion to the organisation database.
27. A group of businesses created a loyalty program for a local school. The school promoted the businesses in the school newsletter and in exchange the businesses contributed 10% of sales through the loyalty program back to the school..
28. The local skating rink which also runs children’s parties provides local businesses catering for children: restaurants, dentists, doctors, etc with colouring sheets which can be entered into competition boxes. Every month one lucky child wins a birthday party and all of the children who enter the competition win birthday offers, discounts for skating, and receive birthday cards.
29. A shoe shop and a fashion boutique provide gift vouchers for each others clients. Every time you buy a pair of shoes from the shoe shop the sales assistant gives you a gift voucher to the dress salon round the corner, and vice versa. After all every new outfit needs a new pair of shoes.
30. Four different businesses providing in home beauty and pampering services combine to rent a display stand in the middle of a busy shopping centre during school holidays. They run a colouring competition for the kids and offer a bonus for the Mums!
31. A group of natural therapists with different specialities get together to host an information and “experience” evening sponsored by the local health food store.
32. The local video library gives out discount vouchers for the local pizza shop and in return every pizza box delivered promotes the video library.
33. A group of independent personal trainers servicing different geographic locations create a shared website. They all contribute to the optimisation costs and leads are distributed according to geographic location..
34. The vet displays business cards for a range of local pet services including kennels, pet walking services and pet food suppliers on her notice board in the waiting room.
35. The weight loss consultant, image consultant, hair dresser, beauty therapist and day spa ran a rewards and incentive program throughout a twelve week weight loss program.
36. The innovative reward and incentive program above attracted the attention of the local paper and received additional publicity.
37. The printer has business card draw competition in a number of shops in his local area that service local businesses. In exchange he provides discounted printing for the participating shops and one business every month who has entered the draw wins a voucher for free printing.
38. A hair dresser and a manicurist share promotional postcards distributed in a number of shops and businesses in their local area which share their target market. All of the participating businesses are also provided with a number of gift vouchers from the hair dresser and manicurist that they can give to special clients as thankyous.
39. A party plan jewellery shop provides a range of accessories to a local dress salon for window dressing and marketing displays. All customers of the dress salon are provided with a gift voucher for the purchase of fashion jewellery and participants at jewellery parties are provided with gift vouchers for the dress salon.
40. A local café provides “free coffee” coupons to the local tyre store to give to clients waiting while their tyres are being changed.
41. The domestic cleaner and the gardening maintenance company share flyers when conducting letter box drops.
42. A mortgage broker pays for the cost of a newsletter for his local football team in exchange for promotional and advertising opportunities to team members and fans.
43. A water storage tank company get free advertising in a gardening magazine in exchange for giving one lucky reader a free water tank every three months,
44. A group of businesses specialising in different aspects of marketing create a video explaining the differences between various forms of marketing and the most appropriate usage of each.
45. The ice skating rink, ten pin bowling alley and swimming pool put together children’s school holiday entertainment packages which they promote in local school newsletters. They then provide 10% of sales back to the schools as part of fund-raising programs.
46. A winery and a bed and breakfast package up lunches and wine tastings as part of the B & B offering.
47. An interior designer ran a competition to win a complete room makeover in exchange for promotion in a number of non-competing furniture, soft furniture and curtain and blind stores.
48. The virtual office provides a “home” to a team of business coaches. Of course all of their coaching clients visit them at their office and the office address and services are widely promoted in all of the business coaches’ marketing material and newsletters
49. The computer servicing company and the office supply company cobrand promotional mouse mats which they give to all of their clients as gifts.
50. Three different corporate training businesses specialising in different aspects of corporate training developed a shared brochure so that they could jointly market to a wider range of organisational training needs.
And there you have it – 50 different ideas for Shared Marketing Strategies!
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CEO and Founder, Synergy48 Group
Brenda has an honours degree in organizational psychology and a Graduate Certificate in training and development and she is an experienced trainer, facilitator and counsellor. She is a firm believer in mutual collaboration combined with a practical, hands on tools, strategies and systems as the most effective way to achieve real results in business.
Brenda has over 20 years of experience training in communication, team work, time management, productivity, organisation and strategic planning in large organisations. She is also the developer of the Business Benchmarking Toolkit used by Synergy48 Group members and clients to identify areas for improvement in their business processes.
Brenda is a sought after mentor, speaker and trainer in the areas of strategic partnerships and networking with a difference. She is passionate about actively giving back to the community. In addition to donating her speaking fees and a proportion of every Synergy48 Group membership to provide microfinance to help women in Malawi to start their own businesses, Brenda has climbed the Himalayas to raise money for Kids Help Line and helped lay a pipeline to supply water to a remote village in Tanzania.