Win-Win Marketing
by Anita Pagliasso-Balamane
Author of "How I Made A Small Fortune as a Home-Based Travel Agent"
(www.redticketproductions.com)
President, Ticket To Travel (www.aticket2travel.com)
OSSN Western Regional Manager
Email: sanjoseca@ossn.com
Phone: 408-531-9228

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Most recently, I have been approaching other businesses to co-market efforts with me. I started with spas and have worked my way through many businesses such as clothing stores, scrapbooking stores, art galleries, and even a dental office! Not just any dentist, however. I approached this dental office because of its own unique approach to marketing. “Tranquility Dental Spa” offers an experience quite different from the traditional dentist office.

When was the last time you looked forward to seeing a dentist? Well, picture this: Walk into the waiting room that is filled with sounds of soothing music and calming spa aromas. Next, the receptionist offers you herbal tea and a list to select your choice of a first-run movie to view during your dental treatment. Next, your hands are dipped into a warm moisturizing wax treatment and then slipped into soft mitts. As you sit down into the plush soft leather reclining chair, you are handed the controls to what you find out is a $5,000 massage chair. The office and the equipment are state of the art. I took one look and immediately knew that I wanted to approach the dentist to do some co-marketing efforts, as I was sure that the clients who come to this type of dental office are the same people who would also appreciate a five-star vacation experience along with my VIP customer service.

However, I never go into a business appointment unprepared or empty-handed. I create a proposal for each meeting, outlining the benefits of co-marketing with my travel agency, and I also include my personal brochure and testimonials. To be very honest, I was actually amazed how receptive each of these businesses was. In fact, when I arrived at my appointment at a large spa, I started to pull out my proposal and portfolio -- and, before I had it out of my briefcase, the manager of the spa opened the proposal that he had put together for me!

Most exciting is that I have been able to put on events that were held at their business locations, and they even provided the food and refreshments. We both invited our respective clientele. My co-marketing business partners offer interesting demonstrations related to their business, along with a discount on future services or goods. I make presentations on a variety of interesting travel-related topics and give a gift certificate to each new prospective client to use toward their first vacation or cruise booked through my agency. Thus, we’re creating new exposure for both businesses -- and a “Win-Win” marketing strategy!

Here’s a quick rundown of co-marketing opportunities:

Event invitations through co-marketing to both databases: Provides exposure to a new audience of potential clients who have the same demographics

Display materials: Offers a predominant place to display promotional materials, brochures, and future trip ideas in the partner business

Informative presentations: Offers education in beauty, wellness, health, and various aspects of travel

Exclusive offers for attendees: Allows opportunities to cross-promote products

Mutual marketing opportunities: Includes expos, networking events, booths, and conferences

Cross-marketing: Generates increased business and profits from strategic marketing alliances

(Note: This article appeared originally in Agent@Home Magazine.)