Five Notable Companies Creating Differentiators through Creative Partnerships for Back-to-School
For the first time since 2008, June marked the third month in a row of declining retail sales, a trend that is putting more pressure than ever on companies? marketing teams as back-to-school season, the second largest consumer spending period of the year, gets underway. The National Retail Federation estimates back-to-school shopping accounted for $68.8 billion in sales last year. Fortunately, according to Chicago-based ShopperTrak, back-to-school sales are expected to increase 4% this year, and recent surveys of consumers are also fueling retailers? optimism. Price Grabber reports that 63% of back-to-school shoppers plan to spend up to $500 this year, compared to 48% in 2011.
In a sea of offers for free Xboxes with purchase, and 10-30% off sales, some companies are getting creative and partnering with non-competing businesses to differentiate themselves from their competition and attract customers who are primarily focused on value and promotional offers.? Here?s a list of the five most creative mutually beneficial relationships between corporations for 2012 back-to-school promotions.
? ?1.?????? OfficeMax & Payless ShoeSource
Offer details:At first glance, an office supply store and a shoe store don?t appear to have much in common. However, OfficeMax also sells school supplies, like notebooks, folders, binders, and pens, which are on nearly everyone?s shopping list before school starts. What else is frequently on the shopping list? New shoes.
OfficeMax customers receive coupons for $10 off purchases of $25 or more at Payless from July 8- July 31 and August 17- September Payless customers receive coupons for $10 off purchases of $40 or more at OfficeMax from July 22 through September
? 2.?????? Kraft & Crayola
String cheese and crayons- two things kindergartners are powerless to resist. Combining their marketing efforts to create limited-edition packaging for Kraft string cheese and its sister brand, Poly-O string cheese, that makes cheese sticks resemble colorful crayons is a creative stroke of genius.
Offer Details:
The limited edition packaging will be available from July-October to promote a special offer- a coupon inside each cheese package for $3 off Crayola products.
? 3.?????? Surfer Blood, Warner Bros. Records, & Hurley
Hurley, a surf wear company and leader in youth marketing, has teamed up with Warner Bros. band, Surfer Blood for the ?Hurley Rocks You Back to School Campaign?. Rock music and surf wear make are a natural match.
Offer details:
Hurley customers who spend $50 or more receive two wristbands to a secret Surfer Blood concert in their area. Then they must log on to Hurley.com to RSVP for the show. Tickets are not available for sale, only Hurley customers can attend these Surfer Blood concerts.
? 4.?????? Bed Bath & Beyond & Chegg
The unlikely pairing of a home goods superstore and textbook rental company will make at least one student very happy. The winner of the Bucks, Books and Beyond contest will head to college with a great head start.
Offer details:
The grand-prize winner of the Bucks, Books & Beyond sweepstakes will get a $2,500 school scholarship, money for eight semesters? worth of text books, and a $5,000 gift card to spend at Bed Bath & Beyond. 300 additional winners will each receive a $50 Bed Bath & Beyond gift card. Participants are encouraged to enter every day.
? 5.?????? Teen Vogue & Back to School Saturday
Not simply satisfied to partner with one company, Teen Vogue has kick started a movement to create a whole new shopping holiday, Back-to-School Saturday, inspired by the success of Black Friday and Cyber Monday. As part of the Back to School Saturday initiative, last weekend Teen Vogue teamed up with brands that to want to reach students themselves like cosmetic companies, clothing retailers, and personal care products manufacturers.
Offer details:
- Purchase any Clean & Clear products? or Neutrogena products from Wal-Mart and get a one year subscription to Teen Vogue magazine
- Purchase $15 of Maybelline New York cosmetics and get a free, limited-edition, cosmetic bag designed by Teen Vogue?s Beauty Director
- Purchase two or more products from COVERGIRL, Olay, Tampax Radiant, or Pantene, and get a free limited-edition Teen Vogue notebook
- Purchase $25 worth of Shiseido cosmetics and get a TeenVogue lipstick-shaped flash drive.
Creating mutually beneficial relationships with other non-competing businesses can be a complex process, but the business development and marketing opportunities they create are well-worth the effort. Successful partnerships reach new customers, create added value for existing customers, increase brand awareness, and create PR opportunities.What makes all of these partnerships interesting and successful is that the companies involved have reached out to partners that have name recognition with their own customers, but aren?t their competitors. They?ve managed to partner with brands or organizations that will excite their own customers, but also generate new customers for your business.
SOURCES: ShopperTrak, PriceGrabber, National Retail Federation, MarketWatch, BedBathBeyond.com, Hurley.com, TeenVogue.com, MediaPost News, SheerID
rod parsley barry sanders jr nick carter sister recruiting rankings san onofre paula deen birth control recall
No comments:
Post a Comment
Note: Only a member of this blog may post a comment.