Use more 'RPM' to rev up salesTV, radio, newspaper and magazines all have a legitimate place within
most marketing plans. But where is the target when they’re not reading,
watching TV or listening to the radio?” If they’re not at work, they’re likely out spending money.
And there lies the opportunity I call, “Reciprocal Partnership Marketing”
(RPM). Here’s how it works: Mr. & Mrs. Baker buy a $1000 necklace from Jewelry Showcase. After
completing the transaction, the clerk hands a package to the Bakers and
says, “Jim’s Insurance and Jewelry Showcase want you to have
this jewelry cleaning cloth as our gift.” The cloth bears the logos and phone numbers of both the jewelry store
and the insurance agent. A card explains the importance of “protecting
your investment” by keeping it clean. The card also points out under
what circumstances a jewelry insurance rider might be beneficial to “further
protect your investment.” The insurance company reciprocates by referring people to the jewelry
store for appraisals in advance of—you guessed it—writing insurance
jewelry riders. In addition, upon completing an insurance sale, the agent
gives the client a nice document/policy holder, again bearing both logos
and phone numbers. Inside, a card reinforces the value of annual insurance check-ups. The
card goes on to point out that nothing insures (creative license, the
correct usage is ensure) fond memories of annual events such as anniversaries
and birthdays like fine jewelry. The concept works across a broad spectrum. A clothing store that wants to target women for a Friday sale partners
with an appropriate nightspot that features a Thursday Ladies’ Night.
Specially imprinted cocktail napkins, a couple drawings and a few posters
could make for a successful clothing sale. Of course, the clothing store
hypes next Thursday’s Ladies’ Night for the nightclub. This article was written by Michael Crooks, of Crooks Advertising Alliance. He can be reached at 517.589.0008 or advalliance@earthlink.net. |