A number of years ago, I was the communications lead for a large, multi-city, multi-day event. The problem was that my client had no budget to promote it. The solution was that the sponsors of the event did.
The sponsors were all brand-name multinationals eager to make the most of the event. I convened a co-marketing group, consisting of sponsors’ in-house communications leads, which met every other week for two months. As best I remember, we segmented our project into web presence on each sponsor’s site, press releases, press events, and social media.
The launch in Brussels was hugely successful. The final event in Barcelona was even better. Along the way, journalists would show up, secured by the sponsors. The result was print, radio and television coverage in four countries, plus massive social media and web traffic. Cost to my client: my consulting fees.
This works for small businesses, too. If you’re a start-up that needs more marketing than you can afford, the first stop should be your partners. Can you write joined-up stories about the entire value chain in your industry? Can you pitch those stories to publications, or conference organisers? Can you pool your resources for advertising, or social media?
I’ve replicated this process for any number of clients. It’s led to one of my maxims: Never market alone.
