Dr. Lynda Falkenstein     "The Niche Doctor"

Alliance Marketing--The Million Dollar Strategy that Costs Only Pennies!
Yes, I know. I've written about alliance marketing before. And I'll write about it again. The reason is, it continues to be among the most powerful and most misunderstood tools available to jumpstart an ailing business, or jettison an already successful one. The advantages of alliance marketing are enormous. It is among the least expensive strategies, sometimes costing nothing, and, if done well, it can get you to your targeted customer faster than any other method available. Best of all, when you know what you're doing, it's easy. Just plain easy.
     So what is this wonder strategy?
      In essence, you are doing nothing more than identifying an organization, company, or group that has a vested interest in the same audience you are after. Then you put together a plan to serve or reach your intended audience. In some cases the reason an organization might want to work with you is because your service would provide an important "value-add" to their clients. You, on the other hand, would want to work with them because of access they provide to your wish list. The single most important thing to keep in mind when creating successful marketing alliances is each party must win. What that means for you is that before you ever approach a potential alliance partner, think carefully about that individual or organization's perceived goals. You are going to help them achieve those goals with your proposal or invitation to create a strategic marketing alliance.
    My own strategic alliances. 
    Over the years I have had more than I can count, but some of my favorites have been with the Business Journals, Price-Costco, and scores of trade and professional associations. Perhaps because they were my first, the Business Journals remain high on my special list. It was in the late eighties that I realized if I were to be taken really seriously, I would have to create a presence quickly and deeply. I asked myself who had a vested interest in the same audience I did? It didn't take that proverbial rocket scientist for me to realize that the then-new Business Journals and I had an important audience in common. After careful thought, I approached the Puget Sound Business Journal because of it's reputation as a leader within the organization. Less than three months later, I was conducting seminars sponsored by the PSBJ, with them featuring me in full page ads for up to six weeks prior to my program.
     Because the PSBJ is part of a significant network, when it was clear this program was a winner, I was able to pick up the phone and invite other Business Journals throughout the country to participate. Inside one year's time, I had conducted seminars in more than 25 major cities. In some cases I was in a city up to three times. Aside from the enormous visibility I received, another exceptional "win" for me in this alliance was that this visibility didn't cost me anything. Considering that the average price of a full-page ad was approximately $6000, it only takes a little math to see that through this simple win-win alliance, I received, at minimum, $1,000,000 in advertising, which didn't cost me a dime. As you undertake your planning for 2002, make sure you give alliance marketing an opportunity to work its wonders for your business, just as it has done for mine.
     With best wishes from Niche World Headquarters,
     Dr. Lynda Falkenstein