Who is Your Ideal Partner?
In our business we have a very, very small marketing budget. There were years when we would buy an ad in a wedding magazine for $5,000, and get no return. And, we learned that that is such a painful lesson. Do you know how much $5,000, in our checking account, our personal checking account would be? That would be wonderful. And so, we learned right away that shotgun marketing approaches weren't really great for us. Buying ads, anytime somebody had to call me, and ask me to place an ad, generally those marketing dollars weren't a great investment on our part. When the schools called and said, hey place an ad, it'll support our school. That's great, but it never sent me any business. If I'm gonna give a school money, I'm just gonna give a school money. That's a gift, instead of an investment, in my marketing department. Okay? So, how do you find the right partner? You go back to where that ideal client is. But, here are some guidelines. You look for a company, or a business, that has a s...
imilar culture to what you have. So, outdoorsy, athletic, adventuresome, organic, natural for my business. So, look for somebody that has a similar culture. Look for a business with a similar level of integrity. How are they supporting their client base? What are they doing for their clients? Are they active in the community? Do they help in community events? Are they out there? Are they doing the same things that we're doing as a business, in our community? So, what kind of integrity do they have? Is this a hardworking business? Because Peter and I give everything, 110% of our energy and time and attention, and we wanna work with a company that has that same intensity in serving their clients and serving their community. And so, we wanna make sure that all of that is in mind when we look for an ideal partner. If I walk into a store and nobody greets me, within a couple of seconds, I'm not interested in partnering with that business. That's not the kind of service that I want to work with. I don't wanna be like that. Do they have similar interests to us? Do they have a similar client base? Do they have a similar product offering? Do they have a similar look and feel? Are they similar to us? And then, we're a high quality business, so we only wanna partner with businesses that have high quality services and products. And, ideally we wanna work with a business that has a really big client base. A business that has the dollars to invest to bring clients in. Then we just help them serve those clients because we don't have the big dollars to invest, to meet those clients. That's how we can collaborate together. And then, the healthy marketing budget, so they can reach out and get new clients. If we can find one business that has this, and add that to our network of people that we partner with, every six months, or every year, it will exponentially grow your business so quickly.