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Finding Promotional Partners

Cross Promotions That Work
At first thought, you would wonder what a chain of pet food stores and the region's leading provider of natural gas would have in common and what could be so 'green' about it. It turns out, it's more than both just being Burke Advertising clients. Unitil was looking for a fresh angle to promote a green energy option in Central Massachusetts and Agway was looking to brand its green products to the same audience. The answer? A campaign that highlighted the benefits of Unitil's energy solution and used a $500 Agway shopping spree as the incentive. Everyone who responded for a free evaluation of their home or business qualified for the prize. The winner enjoyed a shopping spree at Central Mass Agway, the region's premiere supplier of home, garden and pet supplies.
Unitil and Agway offer two very different products, but a cross promotion needs only a little imagination to make it work. A good marketing partner always has one thing in common with you... the goal of a successful promotion.

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