Ebook Sample Content Preview:
Allied marketing is using the next gear and asking other businesses for referrals.
Make a list of all businesses that serve your target market. I am not talking about your competitors, but businesses serving the same market with a different solution.
If you are working with children that are hyperactive, schools would be possible allied marketing partners. Or if you sell pool cleaning, garden maintenance businesses would be great allies.
Go back to your list of sub-target markets from Day 17 and brainstorm a list of businesses for each of the categories. Think about where the members of the categories shop? What do they do for entertainment? What other common needs do they have?
Checking for a Fit
If your vouchers offer a valuable service for free, you have just given your potential partners a huge gift. By giving that away, their value will increase in their clients' eyes. That is probably the easiest offer to do an allied marketing deal with.
If your offer is for part of the service and the rest needs to be purchased (e.g. buy one get one free), make sure that the value of your offer matches what clients are spending with your potential partner. If they are purchasing cars for several ten thousand Dollars, then a voucher for $10 is not appropriate.
You could also offer them a commission on the sales they generate.
How to Attract an Ally
As always, you need to call them. Before you do, think about how your offer benefits them.
Then call and introduce yourself with your Specialist Statement. Ask for the owner or manager (depending on the size of the business, they might also have a marketing manager who is worth talking to).
Tell them about the opportunity you are offering them (highlighting the benefits they get) and if they show interest make a meeting to see them personally.
At the personal meeting, show them the vouchers and talk about how they might be customised for them (that could be their name or even logo).
Also offer the person you are dealing with to experience your services and make a date for that.
Always follow up the initial meeting with a letter or email. Thank them for their interest, summarise what has been said and what the next step is.
Making it Happen
From tomorrow call one business a day, until you have at least 3 committed allied partners. When you have them, get your graphic designer to customise the vouchers in a way discussed with your partners and get them produced. Decide on the correct quantities to fit their and your needs.
Once you are more certain about this process, you might even get your partners to pay for some or even all of the production costs. After all, you are putting your time in.
After the first 3, you should aim to have one active allied marketing promotion each month.