Buddy (Coalition) Marketing

If you'd like a cost-effective way of targeting new people, talk to your customers and suppliers about buddy marketing (also known as coalition marketing). 

Buddy marketing is when complementary firms work together to promote their businesses. The aim is to reach a new group of potential customers who already have a relationship with the other organisation(s). 

One example I tweeted about is a recruitment firm advertising for drivers on the takeaway paper bags used at a local transport cafe. 

Others I know locally include:

• Car valet, tyre replacement and MOT companies advertising in each other's premises
• A printer including carefully selected fliers of other companies with their orders. This showcases other products in the printer's portfolio whilst promoting companies they feel their customer would benefit from knowing
• A pensions advice company running seminars with HR and law firms. 

The greatest benefit of buddy marketing is that you reach new potential customers through a partner company who already has a relationship with them. It's a third party recommendation and inferred testimonial all in one!

There are many ways you can structure your buddy marketing. These include:

• Links to each other on your websites
• Displaying adverts for each other in your premises
• Retweeting / Sharing / Reposting / Liking social media updates 
• Co-sponsoring or running events together
• Including their leaflets in your mailings
• Running a competition with prizes from each firm
• Offering your buddy's clients discounts and special offers

Sookias Media helps businesses gain the most from their marketing. Through consultancy, training and marketing mentoring we can help you identify potential buddy marketing and coalition marketing partners . Contact us to find out more and arrange a no-obligation chat with Hannah on +44 (0)1283 808460 or email hello@sookiasmedia.com.