Strategically collaborating with on-brand partners will grow your data base, increase your sales and give your brand more exposure - quickly!
Before we go through the process of implementing a collaboration strategy into your marketing plan, check out some of the reasons why this will help accelerate your business.
1. Break into a new market: Example luxury
2. Your collab partners will “tag” you on social media giving your social sites a little boost in views and likes
3. By you supporting their business, they will support yours by referring business to you. Biz owners are the gatekeepers to the locals
4. Get exposure to their contacts from their email list (hint: try to be featured on their newsletter or drip campaign)
5. Get new contacts to add to your CRM system and add to your drip campaign
6. Get face-to-face (in person or virtually) with your ICA
7. Connect with a new sphere
Steps to Design Your Collaboration Strategy
Define your brand and your ideal customer avatar:
Define your brand with descriptive words, define your ideal customer avatar specifically where they hang out (in person), where do they shop, what do they do for fun, what are their hobbies, where do you already hang out, what do you do for fun, what are your hobbies, find the connection (see above) between your ICA and you.
Identify who you are going to partner with in your local area:
Now write out what places (be very specific) in your local area that match up with your notes from above. Take that list of places/activities and circle the ones that align with your brand (see first question). ** if a charity reaches out for your donation refer back to your answers above, and then ask for their media kit and if there are additional opportunities to collaborate.
Design a collaboration campaign based on the partner or event, who YOU are and what your ICA would like. (Keep scrolling for examples)
Pitch your idea to your identified local partner: The pitch is key! Come prepared, make it look easy for them and answer “why will it bring them value”.
Follow through on your plan! (Your execution becomes your brand).
Examples sometimes are way easier to get an understanding of what this looks like in action. Feel free to use any of these if they align with you, your brand and your ICA:
Partner with your local coffee shop and create fun coffee sleeves with your logo on it. Once a month pay for anyone that gets the (your name here) special.
If you have a dining district, partner with the local restaurants and create a dining guide (include your fave dishes or drinks at each location)
Hey runners! Participate (and be a sponsor) in that local 5K charity run 🏃♀️ (document it on your social, newsletter, the like), and then host a post event - the relaxation tent (think fancy water station, yoga, meditation)
On-going: print once a year a real estate and local lifestyle magazine and give to local hotels and air bnbs (that align with your brand of course).
Bath time with adoptable puppies: host an event at your office to wash the puppies that are up for adoption. Invite the press and get some PR!
Partner with your local yoga studio or spa and hand out small samples of essential oils for them to bring relaxation to their homes and a how-to guide on using the oil
Be the founder of a local wine club and coordinate monthly wine tastings at various local restaurants. Ask the restaurants to promote it to their guests, via newsletter or handout with your contact information on it. Once they contact you - now you have their contact information to add them to a drip campaign and introduce yourself as a Realtor.
Work with your chamber of commerce and give free historic town tours, hand out informational pamphlets that includes your contact information.