A successful marketing message is one that feels like a welcomed opportunity for the buyer; but to often customers feel like they’re being bombarded with noisy, unwanted messages which just drives them away. Though there’s a thousand different tactics that can be leveraged when trying to generate demand for your organization consider an organic approach to your next promotional effort.
For me, an organic promotion feels natural for the organization to communicate it (it doesn’t feel like a message they’re trying to push) and the consumer is excited to engage with it (they are attracted to the offer). There are three (3) distinct ways a marketer can ensure their promotion has an organic approach; the first one I’ll mention here the other two I’ll share in my next post.
First off, consider launching a joint venture or a cross promotion.
Partnering with likeminded enterprises can bring some much needed purpose to your marketing endeavours. The goal is to find a strategic partner that offers a complementary product or service to yours in order to reach each others audiences. For this type of tactic to be most effective, your partnering brand will offer a completely non-competing product or service, but will have a target audience that is similar to yours. This way you’re reaching a new audience that already trusts your partner’s brand, and the chances of them trying your product or service increases significantly.
At Relevention we secured a partnership with Running Room for our client Silver Hills whose product (The Big 16, a sprouted grain bread packed full of protein, fiber and 16 kinds of energy-giving seeds) is geared toward active individuals. Partnering with this retailer allowed us to reach an audience that is highly active and cares about nutrition, and introduce them to a product that aligns with their nutritional values and offers great benefits for staying active. The partnership has been a great success.