Market and Brand your marketing By Christina Richardson
caught up thinking you have nothing to offer because you’re small or don’t do much marketing. If you have just one shop, there will be non-retail brands itching to access the group of people that walk through your doors every day. If you have a great social media following, or an e-newsletter that is well received by a large or specific group of consumers, then these are your assets.
New start-up ruby+diva – the chic, unique, online wedding boutique – worked on this basis striking up an effective collaboration with a well-suited vintage wedding fair: They offered to promote the event, in return for branding at the event. No money was needed because the value exchange they agreed worked both ways.
Focus on the relationship to make it happen
In return for reaching new customers and promoting your business for little or no cost, you need to invest time in creating a strong relationship with your brand partner. Be open and honest about what you both want to achieve, and agree your joint objectives up front. If you get the right balance you will both want to repeat the activities again and again, which really pays back on the time spent finding, meeting and working together. Also, be flexible and creative early on in the planning stage. Once you have a central
idea for working together look at all parts of your respective businesses and see how and where you can spread your idea across multiple marketing channels. By amplifying the activity across email, print, adverts or social media you will get better return on investment for the time you are putting in. Plan ahead and agree clearly who does what by when. The best ideas can fall down at the execution stage – so make time to go through the detail and agree responsibilities up front. If there is any copy, creative or artwork required for your activity set up a process so that both parties can sign it off by the deadlines. And identify some key measures that you both feel are good ways to track success by.
A huge portion of your marketing plan can include elements of collaboration – from minor competitions in your newsletters, to events, and full blown campaigns. The only limiting factor for collaboration is finding brands to do it with. The majority of brands we work with find this the biggest limiting factor as often it takes meeting someone whilst networking to get the ball rolling.
We’re on a mission to change this though. If you’re interested in meeting likeminded brands to collaborate more with, in a cost effective way, pop along to
www.brandgathering.com to get involved.
21 entrepreneurcountry
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