Still Flying Solo?

AI from Adobe Stock

by Skip Cohen

It's Marketing Monday! I want to talk about partnerships but with a specific focus on the upcoming seasonality, using Mother's Day as an example.

Mother's Day is loaded with opportunities NOT to fly solo! Let's start with a direct mail piece featuring you, the photographer, a florist, and a local venue. The timing is tight to get something done for this year, but the model works for Father's Day and graduation season.

Direct Mail - Informational: Design an oversized postcard to get through the noise. Each partner has their own list of customers, which can be merged and purged of duplicates. That list for the three of you becomes invaluable, but you can also buy lists sorted by zip code with virtually any demographic markers you want to add. 

Direct Mail—Promotional: It's so easy to cross-promote each partner's expertise with any number of special offers. As the photographer, you can include something of value from the florist and venue when a client signs up for a sitting. The florist and venue would do the same. The special offers would be included on the oversized postcard you've designed.

Web Brand Awareness: Each partner needs a banner on the other company's website. This is great for Mother's Day, but it's even better all year long. I've seen photographers list other companies as "preferred vendors" in a sidebar or footer on their web pages.

Live Events: There's very little that beats the effectiveness of the three partners together, hosting an "Open House." The ideal location would be the venue, but if a venue isn't in the mix of direct partners, pick a recognized location in your community. You're bringing the community together to get to know each of you, and the goal is to create a little excitement.

Sponsorship: A partnership like this is perfect for bringing in additional support from each of the three companies' own list of other businesses they work with. For example, as a photographer, your lab and an album company are ideal to tie into the event.

Here's my point—great partnerships are everywhere, but you have to put in the work to make the concept work. Remember, your best marketing tool is relationship building. An effective partnership builds relationships not only with the companies involved but also with members of the community!

Stop flying solo!