· Create a publicity “stunt” to increase pre-exposure for event. When a women’s organization that I am involved in (American Busienss Women’s Association) wanted publicity for a regional conference we were hosting, we brainstormed ideas that would get media’s attention. We were hosting a cocktail reception, open to public night before conference was to start. The event had two goals to meet. One was to increase local awareness of organization. The other was to increase attendance. Our theme for event was Hot, Hot, Hot in South Florida . We invited South Florida Calendar Fire-Fighters to event to “mingle” with attendees and sell their calendars. The calendars were a fundraiser for Jackson Memorial Burn Center in Miami . So we created a “pre-event” to promote reception. We called Cooper City Fire Department (two of calendar guys worked there). We asked if we could take publicity pictures with Firefighters on their Fire Truck. They said “yes.” We asked a member who was a professional photographer to take pictures. The results were great! A full color photo on cover of Society page, prior to event and mentions in other local papers. We had a sell-out attendance. In fact, firefighters sold all calendars they had brought that they had to take orders to fulfill rest. And “pre-event” was FUN.

This may not work for every event. Especially if it is for member’s only. If your event is open to public, study trade papers to see what other organizations would be likely cross-promoters of your organization. If you have a healthy budget, purchasing mailing lists is an option to be considered. Keep looking for new lists. Chambers of Commerce have great lists that could include likely attendees. You can also promote event with broadcast faxes and e-mails. Be cautious when doing so. Unsolicited advertising is not only intrusive, it can give event a bad reputation and may even cost you money in fines, etc. I do send e-mails; however, it is to lists I have created through several associations I am involved in. If event is for a nonprofit or service organization, you can create your lists using volunteers. Check out high schools and colleges for students who need service hours. Offer them service hours in exchange for inputing information into your database.

Follow these guidelines and you’ll be amazed at results!

© 2005 - Heidi Richards

Collaborate with a Competitor – Believe it or not, competitors can be very good partners. For instance, they may offer a service or product you don’t or don’t wish to and vice-versa. They may also have ability to handle a larger “job” than your company. Joining forces with another business on a project makes you look good to customer. You become hero. In 1999, I had opportunity to provide all decorations for a HUGE Floral Fair in Miami, Florida. I knew my small company alone could not handle all business. So I called several other florists in community whom I admired and who did similar work. I subcontracted them to do portions of project and get a piece of action. Because these were floral importers we were serving, other florists had opportunity to network with and find new suppliers of product. It was easy to convince them to participate. It was such a success, that it has been an ongoing project for several of shops over years.

Think about many businesses that are natural partners. In real estate field, realtors partner with one another when selling a house. Florists partner with caterers, photographers and others in event industry. Automobile insurance companies often partner with auto repair companies to insure their customers get best service at a fair price.

In an issue of Entrepreneur Magazine, I read about a coffee company in New Jersey who became ultimate collaborator. The coffeehouse carries works from a local art gallery, has a reciprocal agreement with a local community theatre to offer significant discounts to their patrons, cross promotes with a local music store, book store, cigar shop, as well as many local nonprofits.

My flower shop has partnered with masseuses, welcome-to-the-neighborhood companies, travel agents, professional organizers, beauty salons, and realtors, and several nonprofits, to name a few. We have collaborated on networking events such as business after hours and open houses. We have promoted one another through door hanger campaigns. We have given each other our coupons to distribute to other companies. We have carried one another’s business cards and brochures to distribute to our respective clients and customers. We have given away one another’s products to our customers. We offer hyperlinks on one another’s websites to further promote each other. The possibilities are endless. Look for opportunities in your community that would be mutually beneficial to your partnership.

The real key to success in cross-promotion, is to collaborate with non-competing businesses that are going after same client or customer base. Choose businesses and people you trust. The promotion should make sense to both partners. It should be a true win-win for everyone involved. Plan promotion and evaluate Alliance on a regular basis. Look for ways to expand your reach without increasing your overhead or debt.

Excerpted from The PMS Principles - Powerful Marketing Strategies to Grow Your Business © 2005 - Heidi Richards

Heidi Richards is the author of The PMS Principles, Powerful Marketing Strategies to Grow Your Business and 7 other books. She is also the Founder & CEO of the Women’s ECommerce Association, International www.WECAI.org (pronounced wee-kī) – an Internet organization that “Helps Women Do Business on the WEB.” Basic Membership is FREE. Ms. Richards can be reached at Heidi@speakingwithspirit.com or heidi@wecai.org.