A Hump Day Thought on Success: STOP Flying Solo

by Skip Cohen

​I'm tired of hearing small business owners discuss the increasing costs of doing business, but never exploring ways to collaborate with other companies, including their competitors. I'm not minimizing the challenges today, but there are so many things you can do to neutralize the negatives and reinforce the positives. One of them is partnerships, which I've written about dozens of times over the years.

Besides reducing costs, partnerships create new opportunities to demonstrate your leadership role in your community.  By working together with other businesses to generate promotional excitement this holiday season, you expand your reach dramatically.

Here's a shortlist of potential partners for five different specialties in the portrait/social category: 

• Boudoir Photographers: Lingerie boutiques, spas, makeup artists, salons
• Pet Photographers: Pet food reps, animal shelters, pet boutiques, veterinarians, and doggy daycare and boarding facilities 
• Children's Photographers: Toy stores, summer camps, playgrounds, kids' clothing boutiques, restaurants, pediatricians, or pediatric dentists.
• Family Photographers:  Family restaurants, decorators, parks, and special events 
• Wedding Photographers:  Florists, wedding planners, bakeries, caterers, salons, bridal shops, limo companies, musicians, tux shops, travel agents, and venues. 

And this is only a partial list. Many years ago, while doing a Hasselblad University program in the Cleveland area, a portrait photographer told me how a landscaper approached him to do a landscaped scene behind his studio for family portraiture, complete with a small pond and a walkover bridge. It was like a mini Hollywood set, and at no cost to the photographer if he'd just promote the landscaper's business. Why? Because the landscaper knew, for this artist, there was a high correlation between the families he photographed and homeownership!

In terms of designing an effective promotion, you can do anything from cross-promoting each other's products and services to planning a joint mailing or an open-house, gallery-like event to introduce the community to your businesses. And, as I've mentioned so many times in the past, if you're stuck for ideas, pick up the phone and call Marathon. Their marketing team talks to dozens of photographers and business owners every day. They're a terrific resource when you need help designing a partnership piece for direct mail.

Last but not least - think about partnerships like this - each member of the group becomes an ambassador for each partner's business. Working together reduces costs and increases cash flow. However, if you do it all alone, 100% of the cost is on your shoulders and wallet. ​

​You don't have to be a solo act. Stop thinking you've got to do everything alone!

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“Teamwork: Simply stated, it is less me and more we.”
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