How and where to find them is another matter
(did you see How
to find joint venture marketing partners?).
But what qualities will you search for in your
ideal
fusion marketing partners?
Bits and pieces of advice can be
found in some of the articles linked from the page titled Joint
venturing... How others see it.
Here's a list to make the
basics easier to keep in mind...
Look for
a
business that...
-
Has a large customer base, or reaches a
large audience in some other way
-
Keeps in frequent contact with his
customer base, or advertises regularly
-
Treats her customers very well
-
Has a loyal following that trusts in the
business' reputation and expertise
-
Has products or services (or just
information) that complement your own offering
-
Has a clientele that is willing
to spend money on your products or services
Or are
you
looking for an individual?
- who...
A
little more about the ideal fusion marketing
partner...
First of all, the ideal is
good, certainly... but may not be required! You may prefer to
test the
waters, for instance, with someone whose clientele is
smaller. You may
find a great match in a business that only sends out a couple of
mailings a year
to its customers. ...Don't let the "ideal" stand in your way!
With that said, though, there are
good reasons to look for the ideal. (And
to be delighted when you
find it!)
We'll delve further into that list
from above...
The larger, the better... if
it's targeted for your purposes. (If only partially targeted,
that's okay
- but keep in mind that it's not so good a deal for you. ...You might
not offer
as much in return - monetary compensation for an endorsement, for
instance.)
Websites and e-zines can be
highly targeted - or not. The same goes for print advertising
or direct
mail promotions. Again, a less accurate target isn't
necessarily bad for
you - it just isn't as good as ideal.
But let's not overlook all the
other possible means of reaching people!... Radio
shows/ads.
Newspaper columns. Billings. Theatre program
printing.
Over-the-counter sales bagging. Well-publicized stunts.
...Put your
thinking cap on! Why shouldn't you team up with whoever
might help
to publicize your business creatively and inexpensively?
Let's also not overlook the impact
of exclusivity... where "large" isn't necessarily
the most
operative attribute of a group. "Best targeted" might be much
more important in the long run.
Advertising, in the traditional
sense, is often more a branding than a persuading force... It
generally
takes people a number of times viewing the same ad before they respond
to it by doing
something. One reason is that they want to know that the
business is
established... and you want to know that!
A repeated ad infers that
the ad - and the business - is successful. If you're
attracted to a
potential fusion marketing partner by an ad... look for it in
succession.
Then, in general... The more
regularly a business keeps in touch with its clientele, the more
chances it has
to impress them and secure their loyalty. Then, the more
chances you
might have to tap into that resource. This assumes, of
course, that the
business' contacts are welcomed by its clientele...
Repetition may be good for the business,
but what's good the for customer has to be a top
priority - that's what
cements customer loyalty.
A business treats customers well by
making their needs come first in all things... They ensure
good customer
service. They select products and services that their target
market wants
and needs. They stick to the "you" in their
advertising
instead of the "me". They don't "sell" - they offer
and inform.
A business might also treat some
of it's customers especially well... In
giving sales to
"preferred customers" (which could be simply repeat customers, or frequently-repeating,
or the biggest spenders). In setting up a "V.I.P. club" for
some. In hosting parties, giving bonuses, sending out
birthday cards, etc.
These set-apart customers can be
excellent targets for joint venture deals... Ask your
prospective fusion
marketing partners whether such opportunities exist in their businesses.
-
The
ideal fusion marketing partner... Is a
business that has a loyal following that trusts in the business'
reputation and expertise OR...
-
An
individual who represents the voice of integrity to your target market
For a business, customer
loyalty derives from the characteristics mentioned above. It
might also be
brand-related, if that applies - i.e., a reputation can be built by
word of
mouth, not just via a customer's direct experience. But the
bottom line is
- has loyalty been built?
Many businesses use
endorsements by "celebrities" to boost their image... hence
the
"individual" option mentioned. Such an endorsement aids
in the trust extended to the business as well.
I put celebrity in quotes, though, because the
person doesn't have to be famous, only
respected in some way and perceived as having integrity. And
of course
you'd want a bona fide
user of your product, not just a "hired gun" - your promotion has to
be believable. "Always
highlight the benefits," seasoned JV marketer Jay Abraham stresses...
So your celeb can be
anyone whose opinion would be highly regarded
under the circumstances. ...You don't have to know who the president of
a major
corporation is to be impressed that she's an avid user of a particular
product
because it helps her in her business practices. Her status,
and/or her
relationship to the product, lend distinction to it, even if her name
and face
aren't well-known.
We all know that celebrities
can be bought... Many people, though, are
willing to endorse
products or services that they actually do have experience with, and
partiality
for. ...And their sincerity may have a far greater impact on potential
new
customers than the "sanctioning" (presumed to be for money, even if
not) of a sports star!
This is part of the
targeting that you need to do... What would make sense for
your offering?
This gives great
scope for the imagination! For a list of brainstorming ideas,
see the page
titled But how to come up with a
great joint venture
marketing concept? Suffice
it to say... Keep open to all the possibilities around you.
...Sell a golf
seminar video? - Team up with golf-related websites, or with sellers of
golf
tees. With golf pros and course clubhouses. With a
famous golf
resort. With manufacturers of golf clothing and
shoes. With high
school and college golf instructors. With vendors of Father's
Day
gifts. With well-known female golf
pros. With photographers
who videotape golfers' swings for them to review. With
sellers of golfing
books. With golf course realtors. ...Etcetera etcetera
etcetera! In
fact, what about with sellers of other,
complementary golf seminar
videos?...
Many people are
surprised to learn that very successful joint ventures are engaged in
by people
whose businesses compete with each other. Their businesses
may
compete, but the individual products that they
promote for each other
don't. ...And they certainly know that cross-promotions are reaching
super-targeted customers!
This is likely to
mean for you, "Go where the money is"... Look for JV partners
whose customer base is proven to spend the right
kind of money on the
kind of product or service. Sometimes this isn't immediately
apparent... To illustrate: "Don't try to sell
furniture to
college students (sell it to their parents). Don't try to
sell computers
to secretaries (approach the company that hires them)." - Mike Enlow
...When
everything
matches up - get ready to make lots more sales!
When
is 1 + 1
greater than 2, or 1 + 1 + 1 greater than 3? - When the
numbers are
participants in fusion marketing! The more you fuse, the more
you win...
Look around for partners in success.
Gordon Pioneering - Copyright 2-2001
For
those serious about JV marketing...
REPRINTING THIS ARTICLE:
You are very welcome to reprint this particular
chapter as an article, in its entirety, including hyperlinks,
if you'll also put this resource box at the end:
=======================================
Sherry Gordon is the learn-it-and-pass-it-on creator of "The Affiliate
Marketing Primer", at http://www.AffiliatePrimer.com/
- and the website http://www.ThinkJointVenture.com/...
If you're interested in learning what has percolated up to the top in
her webmarketing tactics, sign up for her free 6-day e-seminar called
"Top Web Business/Success Builders" here - mailto:topwebcourse@getresponse.com
=======================================
If you'd like to receive the
article via autoresponder, send a blank message to:
mailto:fusion@getresponse.com Many thanks for your
interest!
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