A recent bout with bronchitis got me watching TV for practically the first time since my 2-year-old was born. In the middle of CSI New York, I was struck by an ad for Verizon featuring a Blackberry Storm being used to access Bank of America’s online banking system. Verizon, Blackberry & B of A all in one ad. “Wow”, I thought, “that’s really smart.”
In a later commercial break, Duracell ran an ad showcasing the Brickhouse Child Locator. Click to the Brickhouse website and the first thing you read is “As featured in the Duracell Ad: When You Need It Most, It Simply Has To Work.”
In response to a tightening economy, these companies are finding ways to save money, get their message across, and gain some third party validation at the same time. They all want to reach the same market with non-competing products so why not do it together?
It’s a powerful idea and one that all of us could use to our advantage. Hook up with other photographers in non-competing specialties to share space or a marketing assistant, connect with a designer and printer to produce a collaborative promo piece, or join up with a videographer and writer to offer your clients turnkey services for all their communications needs. The possibilities are endless.