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Everyday Advertising – Try This
14/06/2008 - By Natalie van Veen
Joint promotions with other businesses can work for you.
There are ways to increase the effectiveness of your everyday advertising and in this article I suggest you try what is known as ‘cooperative advertising’.
Working with other businesses to jointly promote both businesses can be very effective, saving money and making your marketing budget go further. A good example could be between two stores carrying non-competing but complementary products, such as a ladies’ clothes shop and a hair salon. Each business hands out the other’s promotional flyers to their customers. The businesses are not conflicting and both serve about the same number of customers.
Cooperative promotion goes one step further if you offer customers a discount for shopping at the cooperative company’s store.
A successful joint promotion between the Great Southern Herald and the Narrogin Observer (two local weekly rural newspapers) was run recently with participating stores from the West Australian Southern Wheatbelt and Great Southern regions. Customers were encouraged to spend at least $50 at any one of the participating stores. This entitled them to entry into a draw to win one of three double tickets to a Fremantle AFL or Eagles AFL footy game at Subiaco Oval plus win an overnight stay in a hotel in Perth. The papers received hundreds of entries and most importantly, the participating stores attracted more business as a result.
Remember, there is no reason why you could not have multiple cooperative marketing partners, as long as each business benefits, so keep a look out for novel ways to work with other businesses.
