It CAN be. Cooperative marketing can be a viable way to: a) share the cost of a campaign; b) reach more people with a combined list; and c) gain more credibility (when promoting with a well-known brand). However...

There MUST be a clear synergy and connection between the businesses in the mind of the TARGET AUDIENCE!  Just because YOU see a connection, doesn't mean the recipients of your marketing will.

A beautiful example of excellent cooperative marketing is from a well-known California Bank. Their most recent radio ad starts with a jingle for a local horticultural nursery... <pause>

"What?!" you ask, "Where's the connection with that co-op?! A Bank and a plant grower?!"...

Well, as the jingle continues into just instrumental, a voice over announces that this jingle was paid for by the bank! As a promotion the bank cooperatively marketing themselves as the business bank that "helps you grow" <yes, pun intended> and their clients by getting them a jingle and some air time. Nice.

Are you thinking about partnering with another business to do some cooperative marketing? -OR- Do you think it would be a good idea for your business but aren't sure about where to start?

Please contact us any time this month for a complimentary brainstorming session or some complimentary marketing advice.